With the highly anticipated summer travel season of 2024 set to kick off, the trends are pointing toward a rise in experiential travel, wellness, and luxury. This is according to recently released data from Chase Travel Group, which also predicts demand roaring back for popular destinations and sought-after events.
“With the increased flexibility in the workplace and the strong demand for travel following the pandemic, people value travel now more than ever and want to embrace as many travel opportunities as they can,” said Bryan Leibman, CEO of FROSCH, Chase Travel Group.
Chase Travel has released a list of trending destinations. Lima, Peru, is at the top of the list with an 184 percent increase in demand compared to last year, as Machu Picchu will be accepting more visitors starting in 2024.
Photo: Machu Picchu, Peru. Courtesy of Ayesha Parikh / Unsplash
In Japan, Osaka saw a 111 percent increase and Tokyo a 67 percent increase in year-over-year demand, benefitting from new flights as the country reopened to visitors in late 2022.
In North America, Anchorage tops the list with a 59 percent increase, followed by Salt Lake City at 47 percent and Calgary at 44 percent in renewed interest for trips during peak travel times in these destinations.
“Our clients are eagerly anticipating the summer season,” says Marc Kazlauskas, head of US brand operations and leisure travel for FROSCH, Chase Travel Group. “In line with what Chase Travel data is showing, there’s been a remarkable surge in demand for sports and entertainment events.”
Taste of the Good Life
Beyond star-studded tours and memorable events, this summer’s itineraries indulge the yen for out-of-ordinary travel experiences, culinary adventures, and cultural immersion. “One of my favorite experiences is planning a dune buggy ride in the Agafey Desert in Morocco,” Kazlauskas says, “followed by an authentic camping dinner experience under the stars.”
Photo: Agafey Desert, Morocco. Courtesy of Mark Eder on Unsplash
Kazlauskas notes that other blended adventure-plus-cultural immersion packages FROSCH luxury travel advisers have put together include working with veterinarians in South Africa to help with injured cheetahs or catching and cooking fresh lobsters with professional fishermen in the Atlantic.
Whether it’s travel for high-profile events or seeking a bespoke adventure, the list reveals a desire on the part of travelers to “relax by changing things up,” finding revitalization in travel experiences that enhance the overall quality of life. With that theme running through summer travel, the focus is increasingly on traveler wellbeing.
“As highlighted in recent Chase Travel data,” Kazlauskas says, “the rise in wellness vacations reflects a broader trend toward intentional or ‘slow down’ travel.” The result, according to Chase Travel data, is a significant increase in bookings for luxury accommodations and premium travel options.
Hotel Maria Cristina / Photo: Courtesy of Marriott
“Year-over-year comparisons reveal a 40 percent increase in 5-star hotel stays, a 28 percent rise in business class tickets, and a 14 percent uptick in first-class tickets in 2023,” Kazlauskas says. “This underscores our clients’ desire for exceptional comfort and exclusivity when indulging in luxury experiences.”
Business travelers, too, are expecting more out of their time on the road and riding the tide of unique travel opportunities connected with the trips they take for corporate work.
“Business travelers are keen on authentic experiences and are eager to explore – when they have the time,” Leibman explains. “We have seen a strong growth in ‘bleisure’ travel, an uptick in clients taking those work trips and extending them, even if it is just for an extra day or so.”
Wherever the summer takes travelers, the trends carry them far from the mundane, with the priorities on premium events, exciting experiences, and offerings catering to wellbeing and mindfulness.