How Consumer Travel and Leisure Habits Have Changed

Empowering self-care through solo travel  

We gathered and compared the volume of online mentions around six popular vacation categories between January 1 and June 15, 2024, and the same period in 2023. 

With close to 844k mentions, solo travel accumulated the most mentions out of the six studied vacation categories – 121.3% more mentions than the second-biggest category, eco-friendly travel. 

In solo travel conversations, consumers often cited the need for self-care. They also logged in their empowering solo travel experiences and shared tips and recommendations with others. 

Our emotion analysis showed that solo travel also gathered the highest proportion of mentions of fear compared to the other five vacation categories. In those discussions, consumers expressed concerns over their safety and privacy when traveling alone. 

Some travelers discussed personal negative experiences at different destinations and accommodations. Others shared considerations when traveling to specific locations and general tips on how to reduce anxiety when traveling solo. 

Hospitality brands that prioritize addressing safety concerns can enhance customer experience, improve their brand image, and are more likely to attract new business as a result.  

Consumers need a break, preferably all-inclusive 

The all-inclusive topic saw the highest increase in conversation within the first five months of 2024 – up 13.3% compared to the same period in 2023. 

In discussions about all-inclusive vacations, many people mentioned feeling generally tired and expressed a need for a break from their routine, even if only a brief one. 

Mentions of “need a break” grew 11% between January 1 and June 15, 2024, compared to the previous five months (July 18 and December 31, 2023). 

Smart hospitality brands should capitalize on the growing interest in all-inclusive vacations, tailoring their messaging and offerings to cater to those looking for a break and restful escape. 

Consumers value experiences “worth the trip” 

In positive discussions about travel, hospitality, and vacations, many people mentioned their experiences were “worth the trip.” They reviewed various destinations and experiences and shared recommendations for cost-effective travel options and activities, such as restaurants and theme parks.  

Mentions of “worth it,” “worth the trip,” and “highly recommend” totaled 680k mentions between January 1 and June 15, 2024, a 10.5% increase compared to the same period in 2023.  

Consumers value quality travel experiences, and earning their “it was worth it,” and “I highly recommend,” is the ultimate praise for any brand.  

Hospitality brands that focus on delivering exceptional and value-for-money experiences will have a better chance of leaving customers feeling that their trips were "worth it."