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In a rapidly shifting global travel landscape, 2024 is poised to be the “Year of Rejuvenation”, with travellers worldwide unanimously placing rest at the heart of their journeys. This groundbreaking revelation comes from the meticulous research and insights of Hilton’s third-annual travel trends report and a comprehensive global survey by Ipsos.

From the tech-savvy Gen Z to the seasoned Baby Boomers, the travel desires converge on a unique theme: deep rejuvenation. Cutting down on other personal expenses, travellers will prioritize leisure and the pursuit of relaxation, a shift reflecting our evolving societal values. Sleep, an overlooked aspect of travel, is now gaining paramount importance.

Chris Nassetta, the dynamic President and CEO of Hilton, comments, “As the world ventures into a redefined era of travel, the wishes and desires of our guests are evolving. We, at Hilton, remain a step ahead, ensuring their needs are met. From customizing their stay experiences, ensuring a night of restful sleep, to introducing them to novel cultural experiences, we aim to be the preferred choice for every traveler.”

This extensive research, surveying over 10,000 travellers from nine distinct nations, including intimate video diaries from 60 US travellers, has distilled the upcoming trends into four pivotal themes. These themes highlight the expected trajectory of travel preferences for 2024 and promise to usher in waves of innovation and transformation in the travel industry.

The cultural tapestry of the world is constantly evolving. Travel, often viewed as a mirror to this transformation, is at an exciting crossroads. The year 2024 seems ready to welcome a new chapter where rest, relaxation, and a thirst for unique cultural experiences stand paramount. With industry giants like Hilton leading the charge, travellers can anticipate a rejuvenated, more personal, and profoundly cultural travel experience in the years ahead.