The demand for travel in 2024 is set to reach record levels and travellers are already focusing on the top three aspects that should be the main focus of their trips. Find out which travel trends will be popular this year and what criteria are important for people looking to have memorable holidays

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Google has unveiled a list of key travel trends for 2024, identified based on user searches. These trends indicate changes in the preferences and expectations of travellers around the world.

Google predicts that travel demand will reach record levels in 2024. Luxury budget travel and international train travel are of particular interest. Europe is also set to see a real influx of tourists thanks to the many sporting events scheduled for this year, such as the Olympic and Paralympic Games in France and Euro 2024.

Although major sporting events cause a significant increase in local hotel occupancy for several months in advance, many tourists have not yet made their summer plans. A recent study found a significant increase in spontaneous travel: 48% of European bookings in August last year were made just a week before departure. In addition, the traditional seasonality of travel has changed.

What are tourists looking for in 2024?

Budget luxury

According to analysts' analysis, travellers crave a luxurious holiday away from the hustle and bustle of everyday life, but as the cost of living continues to affect people's personal finances, they are also looking for value for money. 

This desire is evident in Google Trends, where more searches for "best" than "cheap" are noted in the travel category. 54% of travellers are willing to pay for an upgrade, and 47% are willing to pay for better service on a flight or train if it doesn't cost them too much, as well as pay more for a boutique hotel stay.

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Sports and other entertainment

This year is a special summer season in terms of sporting events in Europe. The year also marks a particularly important moment for other continents. The Summer Olympics and the UEFA European Championships will be held back-to-back in France and Germany.

In this regard, sales of global sports tourism packages are forecast to increase by 15% this year.

Music concerts and festivals are also driving tourism activity. This year, for example, the European leg of pop icon Taylor Swift's Eras tour has significantly supported the local economy by attracting many visitors.

International train travel

This year, despite the new trend of eco-tourism, train travel has gained particular importance. They can make long-distance travel more convenient and are a unique experience in themselves, as it is very interesting to fall asleep in one country and wake up the next day in a completely different one.

According to the analysis, rail transport is the fastest growing travel category in the world. Analysts note an increase of more than 35% in 2023-2024, which indicates that tourists prefer trains to air travel.

By the way, we wrote that in Germany, the authorities have introduced favourable travel tickets, which makes it easier to travel between cities at budget prices.

What helps tourists to find travel?

Analysts note the incredible growth in the use of artificial intelligence technologies in the travel industry, especially useful tools that relieve stress when planning a trip.

We are talking about AI-powered applications that can help a traveller find the right destination. We previously talked about unusual and useful mobile apps that can help people during a trip here.

It should be noted that when travelling abroad, you should take care of your safety. Travel insurance will always help you with this, providing the necessary range of services in case of unforeseen health-related situations. Insurance will greatly facilitate your stay abroad and give you confidence in your trip. You can order it by following this link.

We remind you! First solo trips can be difficult and sometimes even frightening. Read here to find out which European destinations are best suited for beginners due to good transport links, friendly locals and minimal language barriers.

Want to know more? Read the latest news and useful materials about Ukraine and the world in the News section.

Daria Rogova, Head of Insurance at Visit Ukraine

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