The idea that the main product hotels sell is sleep isn't new, but Hilton's 2024 Trends Report claims that will be more true than ever next year.
In the brand's new report diving into generational trends in travel, the global brand company states the top things travelers will prioritize are: sleep, connectivity and personalization, culture and experiences, and shifting needs for business travelers.
Sleep
"Resting and recharging" ranked as the top reason for travel for each of the four generations included in the study, but was most important for members of Gen X and baby boomers.
Hilton points out an emerging trend is guests looking for in-room white noise to aid in sleep, with 10% of global travelers already bringing their own white-noise machines.
Connectivity
The Hilton study showed 80% of travelers want to "utilize personal devices seamlessly" during a hotel stay, with this trend being most important among the youngest traveling demographics — Gen Z and millennials.
Similarly, 80% of travelers want their booking process to be entirely online with 67% of millennials prioritizing staying within their chosen loyalty programs.
Culture and Experiences
According to Hilton research, 40% of travelers claim their reason for leaving home is to learn about new cultures and destinations, while 24% prioritize experiences such as concerts and sporting events.
The study shows 64% of global travelers are reducing spending elsewhere to prioritize leisure travel in 2024. This is especially true with Gen Z — 72% — and millennials — 71%.
Business Travel
Extending business trip for leisure purposes — commonly referred to as bleisure travel — is becoming more ingrained in the typical business traveler, according to the study.
Hilton's survey notes 24% of business travelers plan to take friends and family with them on at least one trip in 2024, while more than a third of Gen Z and millennials will extend a trip for leisure.