Praytell Predicts: Mid-Year Update On 2024 Travel Trends

We’re halfway through the year (?!?) so, did we get it right in January?

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The U.S. recently saw its busiest travel day in history, meaning Americans are in the thick of summer vacation season and whether they’re headed to Sacramento or South Australia, Canada or the Cayman Islands, it’s clear: people are excited to be on the move. But, where are they going? And what are they looking for when they get there? Praytell’s travel practice is here to answer your questions.

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Earlier this year, we predicted 2024’s hottest travel trends, spanning from AI-tineraries to outdoors escapes, and even traveling to meet a romantic partner. Now, halfway through the year, let’s check in on our January predictions and some of the trends that have cropped up since:

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Revisiting a few of our forecasted trends:

• Coolcations - In January, we predicted that  visitors would be eyeing colder climates, to escape summer crowds and rising temperatures (thanks, global warming). Axios, Skift, and The Points Guy have all found destination temperatures are indeed driving traveler decisions, and states like Michigan are capitalizing on the trend. Virtuoso confirmed more travelers are opting for cooler European destinations than traditionally warmer climates (think: Scandinavia, which is enjoying a 27% rise in bookings compared to last summer, rather than Italy). Speaking of Scandi, Oslo is enjoying its moment in the spotlight, with a viral ad we absolutely adored.
• Destination Dupes – Travelers continue to pass over “bucket list” destinations, instead heading to places with similar, but more affordable (and less packed) vibes. Intrepid Travel found bookings for big bucket list destinations dropped by 25% this year, and AirBNB revealed searches for Lake Maggiore, a Lake Como “dupe,” increased +200%. Royal Caribbean also recently suggested dupe-inspired cruise itineraries to places like La Coruña, Spain ( Barcelona dupe!) or Cork, Ireland (Dublin dupe!).
• Set Jetting – The trend of visiting the destinations in our favorite movies, shows and books has not slowed down. The latest entertainment-inspired destinations to watch? England (to live out your Bridgerton fantasies) and Chicago (yes, Chef!).

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On the horizon:

• Grocery Store Tourism – Thanks to TikTok, supermarket sightseeing is very much a thing. Gen Z is flocking to the ‘aisle-lands’ to discover local delicacies, Instagrammable items and unique bites, ranging from high-end grocers selling $20 celeb smoothies and sushi sandwiches, to neighborhood bodegas offering creative spins on local flavors. And it’s no surprise, considering interest in culinary tourism is spiking. Will the new season of Top Chef: Destination Canada include a local grocery hotspot? You’ll have to wait until 2025 to find out …
• Quiet Vacationing – A June 2024 poll found 48% of American workers admitted to “quiet vacationing,” aka, not taking PTO while traveling but instead work remotely and vacation at the same time. Obvious ethical concerns aside, the trend points to shifting values amongst the American workforce and a desire for new surrounding regardless of work policies. 
• Mystery Travel – For those who stress about itinerary planning and are up for a spot of spontaneity, mystery travel has emerged on the scene. Simply submit your travel preferences and budgets to a company like Pack Up And Go or Magical Mystery Tours, and you’ll be whisked away to a destination of their choosing, kept secret until you reach the airport. As a group of PR pros who spend much of our days planning press trips, we have to admit – this sounds kind of nice.
• Raw-Dogging Flights - And finally, the most unhinged travel trend of the year … “raw-dogging flights,” or engaging in no activity besides watching a flight tracker. The move has taken TikTok by storm, as passengers (mostly men) compare the experience to meditation and reflect on how it improves their mental health while traveling. We’re skeptical, but hey … to each their own?

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The list above is just a small peek at the many travel trends determining how visitors are on-the-go this summer and beyond. There’s gen-blend travel, quietude travel, tech-forward travel, and more. Here at Praytell, we’re excited by the different ways visitors are approaching travel and are inspired by the growing storytelling opportunities to showcase the destinations, brands, and hospitality leaders we love.

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