Marriott International reveals generational travel trends by 2024

The predominant travel trends in 2023 focused on the search for wellness experiences, discovery of new destinations, Set-Jetting and cultural trips. The outlook in 2024 shows that traveler preferences have evolved to enjoy authentic and sustainable experiences, natural and cultural destinations, Gig-Tripping, as well as a continuous search for personalization and flexibility in itineraries, where technology and artificial intelligence They will play an important role in travel planning.

Although generations share some motivations, such as enjoying a few days of relaxation and spending time with their loved ones, each generation is characterized by redefining what travel means to them. While Generation Z seeks cultural immersion to enrich their lives and take care of their mental health, Millennials prefer to embark on a last-minute adventure.

Marriott International in the Caribbean and Latin America (CALA) presents this year's preferred travel trends, through a study in collaboration with IPSOS and Travel Trends Forecast, in order to identify the habits of travelers in the region, according to the generation to which they belong, how they prioritize their journeys, as well as their favorite destinations.

The study reveals that 75% of Baby Boomers value the experiences and quality time that travel offers. For Generation culinary experiences (38%), preferred destinations.

Last minute getaways

Preferences vary, but an ideal trip combines spectacular destinations and unique experiences. Now travelers prefer adventures without fixed schedules and spontaneity in planning. 47% of respondents make reservations 2-5 months in advance. Regarding generations, Millennials are the ones who prefer spontaneity, since 24% plan their trips less than a month in advance. These getaways range from visits to cities or rural destinations, to nearby countries, such as Chile to Peru, Colombia to Ecuador, Mexico to Costa Rica, among many other options. Everything is just one click away with the Marriott Bonvoy app, Marriott International's award-winning travel program.

Journey to the heart of culture

Travel has also become a door to discover people's roots and immerse themselves in traditions. Travelers seek to delight their senses with experiences, highlighting Go-ccasions, celebrations, meetings and dining experiences, with an interest in renting vacation homes. The study indicates that 1 in 4 respondents choose to travel within their country for a week, highlighting Generation Z, who seek to have a complete cultural immersion in their travel destinations to enrich their lives, valuing time away from home and search for meaningful experiences during their travels. Currently, Peru, Colombia and Mexico stand out as destinations that stand out for their rich traditions and attractive cultural diversity.

Eco-Conscious Tourism

The preference for sustainable destinations reflects the increased interest in environmentally friendly practices that contribute positively to local communities; from accommodation options to tourist activities focused on the preservation of natural heritage. Costa Rica is recognized worldwide as a pioneer in sustainability, standing out for its efforts and achievements in preserving the environment and promoting practices that are respectful of nature and tourism. At the same time, the search for experiences such as ecotourism and hiking is established as one of the main trends for next year. From a generational perspective, 33% of Gen Z respondents opt for small towns with authentic local experiences and activities.

Concert trips

Vacations around live concerts are one of the most popular and increasingly common trends, as it is driven by the cultural influence of concert tours of the most popular artists or festivals in the region. This type of trips is attributed to the Millennial and Generation Z generations, as they are defined by their spontaneity, by seeking experiences that are unique and their great approach to music, in destinations that stand out for these characteristics, such as Mexico City with the acclaimed Corona Capital festival and Bogotá with its annual Estéreo Picnic music festival.

Tech Travel

The continuous transformation of the travel experience is at the forefront of technology, evident in planning through emerging applications and technologies. In this context, artificial intelligence becomes essential, simplifying planning through conversations and marking a growing trend. Recently, leading travel booking platforms have incorporated AI chatbots into the booking experience, with an AI usage rate of 62.4% since the beginning of this century, surpassing the 52% among Millennials and Generation X. These types of travelers are interested in destinations with great economic growth, such as Panama and Chile in Latin America.

Lux for less

Amid the rising cost of living, travelers are seeking unique and memorable experiences without compromising their budget, a search that aligns with the “Lux for Less” trend. In the luxury travel market in Latin America, a marked willingness to be part of memorable moments marked by exclusivity is reflected, covering different generations, from family integration for Generation X, Baby Boomers to Millennials and Gen Z. The demand focuses on exclusive destinations, personalized services and premium amenities.

“Marriott International continues to push boundaries and drive innovation across all of its segments to create new possibilities for all of our guests. Our priority is for travelers to broaden their horizons and experience the world in new and exciting ways, whether traveling for pleasure or work, finding the ideal setting in Marriott hotels,” said Louise Bang, Chief Sales & Marketing. Officer at Marriott International for the Caribbean and Latin America.  

Marriott International stands out as essential for travelers in the Caribbean and Latin America, offering options from cultural immersion to destination-inspired entertainment. With a diversified network, and a portfolio of more than 300 properties in the Marriott Bonvoy travel program, spanning different ranges, it ensures options to satisfy travelers' preferences, from cultural immersion to nature exploration and destination-inspired entertainment. Steady growth in travel demand supports regional recovery, and Marriott uses this information to refine its offering and deliver exceptional experiences in locations desired by travelers.