The commitment to sustainability and the enjoyment of “slow tourism” will determine the travel trends of Spaniards over the next three years, according to the Future Travel Trends 2024 study prepared by Marriott Bonvoy and presented on Tuesday in Madrid, which ensures that national travelers surrender to artificial challenges. The smartest and even 25% of them claim that they have already used this new “friend” to plan their future holidays.
Spanish travelers are willing to pay more for their trips, and are increasingly looking for slower-paced tourism, connected to the local culture and responsible for the environment, although not forgetting to “take care of their money”.
These are the main conclusions drawn from the results of Spain in the Future Travel Trends 2024 study conducted by Marriott Bonvoy, carried out in collaboration with the agency The Future Laboratory, which analyzed the travel plans of 14,000 travelers from Europe and the Middle East for the next three years.
The intention of Spanish travelers is to increase their spending on holidays and vacations in the next three years, and although the high temperatures in certain parts of Europe may affect the dates and destinations they finally travel to, the truth is that they are not willing to give up this part of the world. Leisure time that they consider necessary in their lives.
In the coming years, major trends such as artificial intelligence will undoubtedly gain great importance, becoming an essential element for the majority of travelers around the world.
As Richard Brekelmans, Marriott International’s vice president for Southern Europe, emphasized in presenting the report, more than a quarter of Spaniards (26%) say they have already used AI to help them plan their vacations, and the number is four times higher. Of ten young travelers.
Of those who have already used AI, 90% say it had some influence on their decision to choose their holiday. This includes booking the accommodation you recommended (21%), booking at the recommended time of year (21%), and booking the accommodation
Recommended (27%).
Meanwhile, “alternative destinations”, similar to traditional holiday destinations but closer and cheaper, are also gaining strength in travellers’ desires. For example, cities like Prague can replace Paris, cities like Antwerp can replace Amsterdam, and the beaches of Portugal can replace the beaches of Hawaii.
In fact, more than a third (36%) of those intending to go on holiday in the next three years plan to save time and money by having a similar experience thanks to an ‘alternative destination’.
The rise of slow tourism.
Travelers are also increasingly seeking to enjoy so-called “slow tourism”, a type of tourism in which travelers enjoy their time, away from technology, while reducing their impact on the environment.
More than half of Spanish travelers (53%) claim they have already enjoyed a ‘slow’ holiday and 36% claim they have done so several times. Furthermore, two-thirds (66%) say they plan to do “slow tourism” in the next three years.
“Slow tourism is the trend because it is a way of life that connects with culture and people, and it will be a trend that will strengthen in the future,” says Marriott International’s vice president for Southern Europe.
Holidaying alone, which 40% of Spanish travelers on holiday have done in the last three years, will remain an important trend. This will be most common among younger adults: 50% of 18-24 year olds and 46% of 25-34 year olds intend to go on a solo holiday.
On the other hand, the extremely high temperatures experienced in some parts of Europe this summer could also affect the holiday plans of Spanish holidaymakers in the coming years. Nearly eight in ten (78%) say that if such temperatures became common, it would definitely impact their summer holiday plans.
Although vacations will not be canceled for this reason, some travelers realize that they can change the time they decide to travel. Nearly half (47%) say they would choose to go somewhere cooler, 25% would visit destinations at other times of the year, and 24% would enjoy another type of holiday in the summer.
Increase spending and sustainability.
The travel sector will continue to boom in the coming years. In fact, more than 90% of Spaniards intend to go on holiday in the next three years, and 85% in 2024. Among them, 51% admit that they plan to “spend more than usual” on holidays during that period, and 14% say their spending will rise Significantly “much more.”
Sustainability will also occupy a prominent place in the world of travel over the next three years. Nearly two-thirds (63%) say they wouldn’t mind paying more for green accommodation; However, on average, they would be willing to pay only 9% more. In addition, more than 80% believe that accommodation providers and holiday companies have a responsibility to help the local communities in which they offer holidays.
For many, sustainability is already important: a quarter of Spanish adults (24%) say they looked into the sustainability of the last accommodation they stayed at before booking it, and a further 26% did so after booking.
“Spaniards are willing to pay for experiences of value, especially after the pandemic,” he explains.
Richard Brekelmans.
Price is still viewed through a magnifying glass.
Although overall holiday spending will rise, Spanish travelers say they will continue to look for the best value for money. In fact, only 3% of those who plan to go on vacation in the coming years realize that they will not seek to save money.
Marriott’s report confirms that more than a third of Spanish travelers (35%) would try to save by going on holiday more frequently in their country, while 25% say they would choose ‘all-inclusive’ holidays to help them plan their spending. And have certainty about costs.
Many will also try to save by booking in good time: 28% will book in advance and 17% last minute. Another high, 19%, admitted they would use loyalty programs to pay for part or all of their vacations with points.
