Takeaway
- 73% of global travellers are feeling more optimistic about travelling in 2023 compared to 2022, with almost half (43%) planning to spend more lavishly to make up for missed travel opportunities
- Most travellers (55%) will be looking for off-grid style vacations, with 44% wanting their travel experiences to have a more back-to-basics feel
- Local excursions are likely to increase in popularity as half of respondents want to experience a complete culture shock next year
- 53% plan to look outside the usual peak-booking seasons to try and find deals, and 61% will plan their trips more in advance to drive even further savings
- Two thirds of travellers (66%) want their trips to be strictly work free. However, 49% would consider joining a company retreat or trip
As we look towards 2023, global traveller sentiment appears to be overwhelmingly positive. In fact, 73% of global travellers are feeling more optimistic about travelling in 2023 compared to 2022.
Even against a backdrop of global instability, 72% of travellers say that travelling will always be worth it. And 43% plan to spend more lavishly to make up for missed travel opportunities.
To understand how travel will be reimagined in 2023, we spoke to over 24,000 travellers across 32 countries and territories. Here, we unpack what travellers will be looking for in the new year, along with ways that your properties can prepare to meet their needs.
1. Travellers want to feel ‘off-grid’ (to an extent)
For their 2023 trips, most travellers (55%) are looking for off-grid style vacations to escape from reality. Almost half (44%) want their travel experiences to have a more back-to-basics feel, while 58% are interested in learning survival skills including how to source clean water (53%) and light a fire from scratch (42%).
This may lead to a rise in out-of-city breaks, with properties that can fuel travellers’ desire for a remote trip potentially proving the most popular.
But going back to basics doesn’t necessarily mean roughing it. Many travellers (48%) will only consider venturing off-grid if it doesn’t come at the expense of indulgence, and the majority (53%) say that having a phone and internet connection is non-negotiable.
How your properties can prepare:
As people look to move away from cities and get back to nature, we expect to see a rise in more sustainable stays that embrace natural surroundings and have strong sustainability credentials.
Your properties can attract this interest by highlighting which practices they’ve implemented to guests. You can enable your properties to do this by implementing the Content API. Otherwise, they can do so via their extranet. We’ll then display their practices on their property page.
2. Travellers want to push their boundaries
Local excursions are likely to become increasingly popular as guests search for authenticity in destinations that have a culture polar to their own. This comes as 73% of respondents are looking forward to experiencing ‘out of comfort zone’ travel that pushes them to the limit.
Half of respondents (50%) want to experience a complete culture shock in 2023, whether that’s completely different cultural experiences and languages (51%) or exploring lesser-known cities with hidden gems that aren’t already on the radar (30%).
How your properties can prepare:
As travellers seek new cultural experiences, now is the time for your properties to really lean into what makes their location – and their property – unique. They can attract these travellers by giving them a glimpse into traditions, cuisine, immersive adventures or anything else that can make their stay a truly memorable one.
3. Travellers are embracing nostalgia and family time
We found that 88% of travellers want nostalgic getaways in 2023 – things like visits to retro film locations, or bus travel to evoke school trips. While almost a quarter (23%) want to disappear into the romanticism of a pre-digital era – even Millennials and Gen Z traveller who never lived it.
Of course, Millennials are now becoming parents themselves, and they’ll be the first to book emerging era-themed accommodations that will transport them back to a time they hold close to their hearts. This means destinations previously popular in the 80s and 90s are likely to make a comeback – such as Budva in Montenegro and Bolzano in Italy, which both feature on our list of 2023 trending destinations.
Many hope to take family along too, with 54% planning for multi-generational ‘family reunion’ trips.
How your properties can prepare:
One effective method for attracting the demand for family bookings is offering competitive Child Rates.
In addition to standard Child Rates, you can offer your properties even more freedom in defining their family pricing strategy with flexible Child Rates. The flexible child rates solution is provided via two different APIs – the Room & Rate Plan Management API and the Rates & Availability API – depending on your needs.
4. Travellers are using travel to support their health
Travel is often linked to wellness, and in 2023 travellers will be looking to take this to the next level.
Our survey showed that nearly half of travellers (44%) are hoping to book meditation and mindfulness getaways next year, and 42% are keen to go on a 'health hiatus' to focus on mental or transformative health, or to help with milestones such as pregnancy or the menopause. Two in five (40%) are even keen to book a silent retreat.
How your properties can prepare:
As well as highlighting any wellness facilities they currently offer – such as spas or gyms – via the Content API, your properties could consider partnering with local businesses that provide additional wellness experiences, which you can then offer to your guests.
5. Travellers are reconsidering their spending
While many are open to spending more lavishly to make up for the past few years, the current economic climate is still a strong driver towards value for money. As a result, travellers in 2023 will be more mindful over how to make the most of their travel budget and what takes priority.
For some travellers this will be about budgeting tightly to take advantage of deals, hacks and smartly-timed travel (63%), with 53% looking outside the usual peak-booking seasons to try and find deals. We also expect to see a decrease in the number of short city breaks as 55% of travellers believe that best use of their budget is taking one or two longer vacations.
The majority (61%) will plan their trips more in advance in the hope of securing a better deal, while 60% will prioritise taking advantage of discounts and loyalty schemes to drive even further savings.
How your properties can prepare:
You can support the creation of deals and help your properties attract budget-savvy travellers via the Promotions API. This API enables your properties to offer Basic, Last Minute and Early Booker Deals, in addition to targeted rates including Country Rates and Mobile Rates.
6. Travellers are open to work trips – but don’t want to work on their holidays
As much as remote working has allowed people to work from anywhere, many people are putting strong restrictions on when and where they’re willing to work, with two thirds of people (66%) wanting their trips to be strictly work free in 2023.
People will make exceptions, however, for dedicated work trips. Almost half (49%) are not interested in working while away but would consider clocking in for a company retreat or trip.
In fact, people are hoping for more corporate group travel, with 51% saying they would like to see their employer use the money saved from moving to remote/hybrid working models for more corporate travel or retreats, and 44% looking forward to ‘real life’ work trips to bring people together.
How your properties can prepare:
Shining a light on the kinds of features that cater to corporate travel can help your properties capture demand from businesses. This could include facilities – such as meeting rooms, dedicated working spaces and strong wifi – as well as any helpful services they’re able to offer – such as invoicing and on-site printing. You can enable your properties to update their facilities by implementing the Content API.
7. Travellers are curious about the rise of virtual reality technology
Topics like the metaverse and virtual or augmented reality used to be niche, but they are becoming increasingly mainstream.
When it comes to virtual reality, 43% of global travellers report that they will be turning to the tech to inspire their 2023 holiday choices, with 46% saying they’re more likely to travel to destinations that they wouldn’t have previously considered after experiencing them virtually.
While the metaverse offers people a new way to experience travel in the year ahead, the majority of travellers (60%) don’t believe such experiences are fulfilling enough to check locations off their bucket list – so it’s unlikely to replace in-person travel any time soon.
How your properties can prepare:
While travellers expecting a complete virtual reality experience is likely some way off, investing in high-quality pictures and virtual property tours can help potential guests really imagine themselves in your partners’ properties. It can also highlight all of the unique features that make their property stand out.
Travel Predictions 2023 research commissioned by Tripeden.com and conducted among a sample of adults who plan to travel for business or leisure in the next 12-24 months. In total 24,179 respondents across 32 countries and territories were polled (including 1014 from Argentina, 1006 from Australia, 505 from Austria, 504 from Belgium, 1009 from Brazil, 503 from Canada, 1009 from China, 1010 from Colombia, 505 from Croatia, 505 from Denmark, 1010 from France, 1001 from Germany, 500 from Hong Kong, 1005 from India, 504 from Ireland, 504 from Israel, 1008 from Italy, 1003 from Japan, 504 from Mexico, 502 from The Netherlands, 1007 from New Zealand, 1009 from Portugal, 507 from Singapore, 1008 from South Korea, 1001 from Spain, 505 from Sweden, 508 from Switzerland, 500 from Taiwan, 504 from Thailand, 1006 from the UK, 1009 from the US and 504 from Vietnam). Respondents completed an online survey in August 2022.