According to a survey conducted by Booking.com, two out of three travelers believe they give their best while on vacation. Additionally, one in two takes advantage of travels to seek weather more to their liking or a cost of living lower than their own, allowing them to live comfortably, at least while on holiday.
In short, there are (at least) 7 types of travelers among us. Let’s introduce them all to you; discover which one you are.
7 Types of Travelers: Which One Are You?
The Chameleon
Many travelers love the opportunity to reinvent themselves and the anonymity that traveling offers.
In fact, 30% of the respondents tell fantasy stories about their lives to people they meet while traveling.
This type of traveler enjoys embodying a 3.0 version of themselves and does everything to reimagine themselves in a better light.
Supporting the idea that people tend to show a different side of themselves while traveling, more than two-thirds of respondents (66%) feel more in tune with themselves during vacations because they can free themselves from inhibitions and embrace new aspects of their personality.
29% would even pay to rent a better car than the one they use at home to confidently embody this new identity. Moreover, well over half (65%) of travelers feel like the “protagonist” during their trips because they have the opportunity to become the main character of their own life.
The Aquatic Enthusiast
The Earth’s climate has never been so scorching, with record temperatures creating heatwaves worldwide.
The sweltering heat is driving more and more travelers to seek cool climates for refreshment and rejuvenation. 41% claim that climate change will influence how they plan vacations in 2024, while over half (55%) state that, due to rising temperatures near home, they will take advantage of holidays to seek relief elsewhere.
This also translates into the expected increase in travel to water-rich locations, where the heat is more bearable, making it easier to forget one’s worries. Three-quarters (75%) of respondents agree that being near water immediately makes them feel more relaxed, and 29% are interested in spending a vacation near water bodies in 2024.
These new wellness-seeking journeys will popularize floating yoga, sound baths in water, and snow meditation. There will also be a significant increase in ice therapy retreats, underwater hotels, and ‘mermania‘ (passion for the Little Mermaid), where water will no longer serve as a backdrop but will be the main purpose of the stay.
The Wanderer
More and more travelers are looking for what surprises them during vacations and want to discover unexplored territories. 42% of travelers said they are inclined to book a surprise trip where everything, including the destination, is unknown until arrival.
In 2024, more adventurous travelers, tired of the monotony of daily life, want to avoid standardized vacations. 47% prefer destinations away from touristy places, while a third (36%) would like to travel with strangers.
Instead of planning everything in detail, this type of traveler decides to go with the flow, preferring casual encounters and unexpected experiences. Their motto is: carpe diem.
The majority (60%) would like to travel in 2024 without planning everything in advance, for more flexibility, and more than two-thirds (61%) prefer to travel without binding plans, to change the destination based on the moment’s feelings.
The travel industry is already rapidly responding to these needs with flexible technological services that allow travelers to cancel or modify plans, and to buy now and pay later simply by clicking a button.
Artificial intelligence, which has had a disruptive development and has already led to the launch of Booking.com‘s AI Trip Planner, is destined to become the norm in 2024: 41% of respondents would like artificial intelligence to plan their trips, while a third of Baby Boomers (30%) have finally been convinced that artificial intelligence can help them plan their trips in the coming year.
The Foodie
During the holidays of 2024, food enthusiasts will be even more interested in the origins of different dishes to discover new specialties.
Today, almost two-thirds (62%) are more fascinated than in the past by the history of gastronomic delights in the places they visit. Lovers of culinary history are not concerned with future food trends and prefer the authenticity of typical artisanal dishes.
Through culinary tourism, they come into contact with traditions, geographical areas, and products that form the basis of extraordinary food cultures.
In 2024, as many as 93% would like to try local dishes. There is a particular focus on traditional flavors, and many travelers have the desire to taste lesser-known dishes of a culture to rediscover the lost or forgotten secrets of other parts of the world.
An increase in typical cultural experiences is expected in which travelers are told the story of the food served to them, which can bring additional pride and extra earnings to local communities worldwide.
In 2024, gastronome travelers will have an experimental approach that alternates between digital and physical reality to transform every discovery into an original multisensory experience. Thirty-seven percent (37%) would like to try a “phygital” culinary experience using virtual or augmented reality technologies. This includes atmospheric lighting, personalized scents, and sensual soundscapes that enhance immersion in gastronomic traditions.
The Tranquility Seeker
Amidst global uncertainty and an increasingly hectic world, many people book trips focused on self-care to rediscover the lifestyle they truly desire.
An example is the new sleep tourism, where dedicated staff and cutting-edge technologies are ready to assist the 38% of respondents who, in 2024, want to travel exclusively with the aim of sleeping well at night.
Among those accustomed to sleeping alone, 32% would like to carve out time for a romantic vacation to find a new love, and almost a third (29%) would take a holiday with the goal of forgetting their ex-partner.
Among those in a romantic relationship, 18% would like to deepen their connection with their partner by traveling together in 2024. Many parents, increasingly tired, surprisingly dream of going on vacation alone to relax. In 2024, 43% of them plan to travel without children or partners to focus on recovering their energy.
In an attempt to further reinvent their “real” life, 37% of travelers find it interesting, as an idea for 2024, to experience the simple lifestyle of local and self-sufficient farming communities. Not only as a means to return to their roots, but also to find a better balance with nature and the opportunity to change their daily lives upon returning home.
The Want to Be Boujee
With the growing cost of living, travelers in 2024 will use tricks to save money, but at the same time, they will indulge in à la carte luxuries to experience the thrill of traveling like the rich, even if only for a moment.
These enthusiasts of the boujee lifestyle want to appear wealthy while hiding the fact that their focus lies in maintaining clear financial transparency and orchestrating travel plans seamlessly.
Moreover, in 2024, half (50%) of travelers plan to choose destinations where the cost of living is lower than in their city, while closer destinations are also attractive to some of the people who, in 2024, will seek luxurious vacations at an advantageous price (30%).
Many travelers (41%) will be willing to buy daily passes to use the services of a five-star hotel rather than actually staying there.
A comparable percentage of parents (32%) plans to keep their children home from school to travel outside the high season, and save even more in 2024.
The Eco-Responsible
Gone are the days when comfort and design were exclusively associated with excess and extravagance. Today, an increasing number of unique hotels and other places to stay offer creative and aesthetically pleasing responses to major environmental and social challenges.
These conscious travelers will choose places with surprising and environmentally focused architecture, and almost half (46%) will seek accommodation that offers sustainable innovation with a significant impact. Three out of five (64%) want to see examples of sustainability, while almost two-thirds (62%) want to find plants and green spaces in their holiday accommodation.
In 2024, in exchange for contributing to environmental conservation, sustainable itineraries will offer travelers exclusive access to places that contribute to preservation in the most conscious and responsible way possible. Many are interested in sustainable travel apps where they can access benefits (50%), such as experiences with locals in lesser-known areas (40%) or visits to remote places where tourists are normally limited (47%).
Conscious aesthetes remind us that it is possible to return from a trip with all the sensations of a vacation but also carrying a strong motivation that makes us feel deeply connected to the environment and surrounding communities, even once back home.
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