We analyzed online mentions relating to hospitality and travel between January 1 and June 15, 2024, to understand customer behavior and attitudes towards the industry and identify key takeaways for hospitality brands.
This blog will feature partial findings from our newly released report, Travel, Leisure, Tourism: Consumer Trends in Hospitality.
Here are a few key themes for travel and hospitality to keep in mind in the year ahead.
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.
I wanna go on a solo trip so bad but ima be irritated af if somebody steal me😒
— party gets me wetter☆ (@mainbitchclique) June 4, 2024
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."
Our key takeaways
Listening to customers and proactively addressing their issues, like safety concerns, can enhance customer satisfaction with their experience and the brand. And brands that find new ways to delight consumers and cater to their emerging preferences will surely set themselves apart from the competition.
Discover more trends and insights in our Travel, Leisure, Tourism: Consumer Trends in Hospitality report.
