Google analysts have studied recent search engine data to identify the major travel trends expected to dominate the summer of 2024.
According to their forecasts, travel demand will hit record highs in 2024, with significant interest in luxurious budget travel and international train journeys. Additionally, the number of trips within Europe is increasing due to a large number of sporting events.
Affordable Luxury
Travelers crave luxurious escapes from everyday hustle and bustle, but as the cost of living continues to impact personal finances, they also seek value for money. This desire is reflected in Google Trends, where there are more travel-related searches for “best” rather than “cheap.”
Analysts note that 54% of travelers are willing to pay for upgraded accommodations, and 47% are ready to pay for better flight or train services if it doesn’t break the bank, as well as for stays in boutique hotels. Another aspect of this affordable luxury trend is the rise in popularity of “hidden gem” destinations: budget-friendly places that offer the charm and luxury of their more famous counterparts.
Sports, Music, and Entertainment
The summer months are prime time for large-scale sports and cultural events, but this year will be especially busy. Europe alone will host the Olympic and Paralympic Games in France and Euro 2024 in Germany. Euromonitor predicts a 15% increase in global sports tourism package sales. Additionally, music concerts and festivals are driving travel, with Taylor Swift’s Eras tour European leg expected to boost local economies significantly.
International Train Travel
Ecotourism is not a new trend, but train travel has gained particular significance this year, including overnight journeys. These can make long-distance travel more convenient and offer a unique experience, such as the thrill of falling asleep in one country and waking up in another.
According to Euromonitor, rail transport is the fastest-growing travel category worldwide, with an increase of over 35% in 2023-2024. A third of eco-travelers prefer trains over flights. This shift is encouraged by government initiatives promoting alternative transportation: the French parliament bans short-distance flights, while Spain and Germany offer significant discounts and free rail travel. Google Search now provides train route options when they are viable alternatives to flights.
“Europeans are increasingly traveling to neighboring countries, and rail transport is playing an ever more important role. Last year, we saw a 122% increase in cross-border trips compared to the pre-Covid period, with Italy leading with a 220% rise in cross-border train travel. We look forward to further growth in rail travel and the opening of new international and overnight routes. For example, we have just added a new European sleeper train to our platform, running from Brussels to Prague several times a week and becoming daily in 2025,” said Trainline’s VP of Development Sakshi Anand.
AI Assistance
Analysts highlight the incredible growth of artificial intelligence technologies in the travel industry, particularly tools that ease the stress of trip planning.
For example, AI-based applications like Hopper help travelers find the best hotel and flight deals, while tools like Google Search, Maps, and Lens evolve with new AI capabilities, transforming them into convenient trip planners and local guides.
There are also specialized trip planners with added features. Layla combines AI with social media for idea sharing and short video clips, and the South African online travel agency Travelstart uses an AI chatbot to improve booking quality and offer personalized travel suggestions.
As previously reported, home exchange is gaining popularity in the tourist housing market.
