Unpack ’24 insights: what hotel guests want in 2024

A new year opens new ways to segment travellers and create targeted offers that will drive demand to your business. In Expedia Group’s recent Unpack ’24 report, we’ve forecasted the emerging trends shaping the travel landscape in 2024. The report—which draws on first-party data from Expedia^®, Hotels.com^®, Vrbo^®, Wotif and a global consumer survey of 20,000 travellers—provides insights on what travellers will be thinking about and how they will be approaching travel differently so you can tailor your strategies and provide them with the best experience.

Recently, we shared a snapshot of the trends from the report, and now, we’re taking a closer look at Hotels.com trends. Not sure if your hotel will pass the ‘vibe check’? Not even sure what that means? Let’s dive in and find out how you can grow your hotel business.

Many are looking for the travel industry to offer more options that cater to sober experiences and alcohol-free lifestyles. Findings from the report show that 41% of travellers are likely to book a detox trip in the next year*; however, their reason for booking these trips varies.

1. Relaxation and stress reduction activities: 37% 
2. Location, including access to nature and environments: 33% 
3. Access to healthier food and beverage options: 29% 

In addition to booking specific detox retreats or properties, nearly half of travellers (49%)—and as much as 66% of 25- to 34-year-olds—would be interested in staying at hotels that offer easily-accessible, alcohol-free beverage options.

Beyond searching for specific amenities or star ratings, a hotel’s overall ‘vibe’ is increasingly becoming a significant factor when travellers choose accommodation. In fact, guest reviews mentioning the word ‘vibe’ have increased an average of 1090% year over year on Hotels.com. Additionally, according to the survey, more than 90% of travellers say the vibe of a hotel is important when booking. Three in four (67%) travellers would pay more to stay at a hotel that is aligned with their preferred vibe, further highlighting the importance of having a distinctive ambience that captures the attention of potential guests.

So, what contributes to a hotel’s vibe? Travellers note that customer service is the most important factor, surpassing the music, interior or lighting of a hotel. Travellers also have different methods to assess whether a hotel matches their preferred vibe.

1. Read guest reviews and ratings: 44%
2. View photos of the hotel’s interior, exterior and decor: 40%
3. Consider the hotel’s location, surroundings and neighbourhood: 40%
4. Research the hotel’s website for descriptions and images: 36%

To further highlight your hotel’s vibe and draw attention to your unique offerings, optimise your property’s listing with photos and descriptions that showcase your hotel’s ambiance. With TravelAds, you can use custom advertising copy and imagery to convey your hotel’s unique vibe to a wider audience of travellers. Additionally, using strong visuals in your social media advertising, especially on Instagram and Pinterest, can help bring your hotel’s aura and ensure that you connect with hotel travellers browsing these platforms. You can also promote your hotel alongside other hotels or businesses in the area that offer a similar aesthetic—or a completely different vibe—in a co-op campaign to increase visibility and extend your reach among travellers while maximising your return.

For more insights on the forecasted leisure travel trends for 2024, including destination dupes and set-jetting, explore the full Unpack ’24 report.