Unpacking 2024 travel trends for affiliate marketers

Our Unpack ’24 report gives a glimpse into 2024 travel trends backed by consumer data from over 20,000 travellers and our exclusive first-party travel data. The report covers everything from insights on top destinations to how holiday preferences and inspiration sources are expected to change this year.

Read on for key findings into how you can optimise your affiliate marketing strategy and best inspire and convert travellers in 2024. 

Globally, travellers are continuing to find inspiration for their next getaway from a film or TV series, and one in four people report that TV series and films influence their travel plans more than ever before. With 53% of travellers saying that they’ve researched or booked a trip to a destination after seeing it on a TV series or film, we can predict which locations may be popular in 2024, such as Thailand, inspired by Season 3 of ‘The White Lotus’, or Romania, inspired by Season 2 of ‘Wednesday’.* 

With travellers drawing destination inspiration from TV series and films, tap into the pop-culture appeal of a destination and solidify set-jetting destinations with your content. For example, create original video content that explores TV-series-inspired travel locales to inspire your followers, and don’t forget to embed your affiliate links to make it easy for travellers to book while they browse your content.

Product dupes—the affordable and lesser-known alternatives to their popular counterparts—are all the rage on social media. Destination dupes are similar in that they offer less crowded and less obvious alternatives to popular holiday spots. One in three travellers has booked a ‘dupe’ in the past—think Taipei (dupe for Seoul), Paros (dupe for Santorini), Liverpool (dupe for London) or Memphis (dupe for Nashville).

1. Affordability: 45%
2. Deeper interaction with local culture: 36%
3. Supporting sustainable tourism: 24%

Social media influence on travel continues to grow, so use social media content to provide destination dupe inspiration to travellers. Your content can highlight a destination’s uniqueness yet draw enough similarities to become a ‘duped’ destination, and you can add affiliate links to various hotels and experiences to showcase what the dupe destination has to offer. Also consider categorising your dupe content by region, interest or experience.

In 2023, some of the biggest headlines in pop culture were driven by concert tours. The demand for events like The Eras or Renaissance tours, for example, impacted more than ticket sales, fuelling travel and tourism.

Nearly 70% of travellers say they are more likely to travel to a concert, with 44% saying they would travel for a concert as an excuse to visit a new destination. Event ticket prices are influencing tour tourism, with 30% of travellers saying they would travel to a concert because tickets were cheaper than where they live. 

High profile events draw large volumes of travellers to a specific destination. Make sure you’re aware of major tour dates and other events happening and plan your affiliate strategy and content accordingly. The power of event tourism isn’t something you want to overlook. 

For example, you can position yourself as a go-to expert and create tips content covering how visitors can have an optimal event experience, including recommendations on:

• Hidden gems to explore in the area;
• How to get to the event;
• What to pack;
• Apps to download to help navigate the event’s schedule and crowds.   

Embracing a little-to-no-alcohol lifestyle continues to gain popularity, and health-conscious travellers are looking for options that support this lifestyle and promote overall wellness. Forty-one percent of travellers say they are likely to book a detox trip in the next year, and nearly half of travellers say they would be interested in staying at hotels that offer easily accessible alcohol-free beverage options.

Many travellers are looking for health-focused holidays where they can limit alcohol and prioritise wellness, which means it’s important to ensure that your content is inclusive of these travellers. For example, develop content with hotel recommendations for travellers looking for alternative places to visit that aren’t focused on alcohol and but still deliver the experiences they’re looking for, such as hotels with creative mocktails or a mocktail-making class for travellers looking to get behind the bar.

For some travellers, it’s all about the vibe when it comes to their accommodation. From modern to retro, vintage or futuristic, a hotel’s overall vibe is researched just as much as the property’s amenities. Guest reviews mentioning the word ‘vibe’ have increased an average of 1090% year over year. Most travellers (90%) say the vibe of a hotel is important when booking, and 67% would pay more to stay at a hotel that aligned with their preferred vibe.

Travellers are looking for hotels and experiences with unique vibes and aesthetic appeal. Use your content to spotlight a hotel’s ambience and emphasise what makes it a ‘can’t miss’ property. Whether a hotel is a peaceful retreat within a city centre or a cottagecore dreamscape in the countryside, your content should compel travellers to live out their mood boards and book a hotel that fits their vibe using your included affiliate links.

Take a deep dive deep into our full list of 2024 travel trends with the Unpack ’24 report. To connect and influence travellers, apply to our affiliate programme today or sign in to access all the tools and resources you need to succeed as a travel affiliate marketer.