BERLIN, Germany and MCLEAN, Va – According to a new global study by Hilton, nearly half (48%) of Germans say they are prioritising their travel spending next year and are planning to spend more on travel than they did this year. The number one reason to travel in 2024 will be to rest and recharge, with culture and experiences driving choices, and a majority of German business travellers planning to extend a trip by combining it with leisure time.
The research comes as Hilton releases its 2024 Trends Report - a global study unpacking how traveller behaviours and interests are changing, highlighting the main trends globally and by country. The report also takes a deep look at how each generation views travel – from the digital-native Gen Z to the experienced Boomer. It uncovers four themes expected to be the catalysts of change and innovation for travel in 2024 and beyond.
Germans will prioritize spending on travel and relaxation
Despite current economic headwinds, travel remains a top priority globally, with 48% of Germans reducing spending in other areas of their life to prioritise travel in the next 12 months. For German travellers, the top reason to travel next year is to rest and recharge. This is supported by more than half (55%) of German travellers saying that they prefer a resort vacation over a city vacation.
Business travel trends will redefine expectations
Ways of working have transformed significantly – including shifts in when, where and how people conduct business – and new business trends have emerged, including blended travel, increased length of stays and the rising popularity of secondary markets.
The majority of German business travellers (56%) say they plan to extend a business trip to enjoy leisure time before or after their work obligations. Almost three quarters (70%) of German business travellers want to discover the local culture and cuisine when they travel, and nearly half (46%) consider bringing a friend or family member on a business trip. And remote working continues to gain popularity in Germany with 61% saying that they plan to work from a desirable location.
Culture and experiences will drive leisure travel decisions
Dining, culture and connections are inspiring leisure travel decisions as people increasingly prioritize experiences over material things. Across generations, global travellers’ top focus is on culinary experiences (49%), with exploring and adventure experiences a close second (47%).
For German travellers, pampering and indulgence are the top budget priorities for 2024 travel. Two thirds (66%) also consider the importance of available healthy food options during their trips and 73% value a good restaurant at their hotel.
Travellers will look for seamless digital solutions but continue to value the human factor of hospitality
German travellers recognise the importance of digital solutions while travelling, with 75% valuing easy access to all their travel information through emails or apps and 68% using their personal devices and digital services such as streaming services while on the road. At the same time, German travellers appreciate the importance of human interaction, with 75% saying that the “people factor” of hospitality is important for the experience - the highest of any of the countries surveyed for Hilton’s trends report. Globally, 57% of people prioritise the human factor of hospitality, driven largely driven by Baby Boomers (71%).
“As a global hospitality company, it is our responsibility to cater to the evolving needs and demands of travellers of every generation”, said David Kelly, senior vice president, Continental Europe, Hilton. “We recognize the German traveller of today is keen to get some well-deserved rest and to discover international destinations – and that business travellers are looking to combine business with leisure, whether bringing along friends or family or looking to work remotely while away. We are responding by providing seamless travel to new destinations, and opening on average, a new hotel around the world each day.”
For more information and a complete view of the 2024 Report, visit Stories.Hilton.com/2024trends. To start planning 2024 travel, visit Hilton.com.
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Methodology
Both qualitative and quantitative methods were used to determine the emerging trends detailed in this report. Hilton conducted stakeholder interviews across the organization to gain perspectives on what travel looks like today and determine what is top of mind going into 2024, with business divisions including: Business Travel/Events, Food & Beverage, Wellness, Sustainability, Design, Digital Innovation and Workplace Culture. Hilton commissioned two phases of research with Ipsos, one of the largest market research and polling companies globally. First, Ipsos conducted 60 qualitative online video dairies in the U.S. between April and May 2023. Then Ipsos fielded a quantitative online survey in July 2023 among a nationally representative sample in Germany, Great Britain, Japan and the U.S. of adults under age 75. Each country included an oversample of n=200 Gen Z to increase analytic capability for this age group. The age breakdown used is Gen Z: 18-26, Millennial: 27-44, Gen X: 45-58 and Baby Boomers: 59-77.
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Hilton (NYSE: HLT) ist ein weltweit führendes Hotellerie-Unternehmen mit einem Portfolio von 22 Weltklasse-Marken mit mehr als 7.300 Häusern und 1.1 Million Zimmern in 123 Ländern und Gebieten weltweit. Hilton hat sich der Erfüllung seiner Gründungsvision verschrieben, die Erde mit dem Licht und der Wärme der Gastfreundschaft zu erfüllen. In seiner mehr als 100-jährigen Geschichte hat das Unternehmen über drei Milliarden Gäste begrüßt, einen Spitzenplatz auf Fortune‘s Liste der World's Best Workplaces erhalten und wurde in den Dow Jones Sustainability Index sechs Jahre in Folge als weltweit führend anerkannt. Hilton führte mehrere branchenführende technologische Verbesserungen ein, um das Gästeerlebnis zu verbessern, darunter Digital Key Share, automatische kostenlose Zimmer-Upgrades und die Möglichkeit, garantierte Verbindungszimmer zu buchen. Über das preisgekrönte Treueprogramm Hilton Honors können die mehr als 165 Millionen Mitglieder, die direkt bei Hilton buchen, Punkte für Hotelaufenthalte und Erlebnisse sammeln, die man mit Geld nicht kaufen kann. Mit der kostenlosen Hilton Honors App können Gäste ihren Aufenthalt buchen, ihr Zimmer auswählen, einchecken, ihre Tür mit einem digitalen Schlüssel aufschließen und auschecken - alles mit ihrem Smartphone. Besuchen Sie stories.hilton.com für weitere Informationen und folgen Sie Hilton auf Facebook, Twitter, LinkedIn, Instagram und YouTube.
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