New York, U.S.: The World Travel & Tourism Council (WTTC) is projecting a record-breaking year for Travel & Tourism in 2024, with the sector's global economic contribution set to reach an all-time high of $11.1 trillion. Around 40% of Americans plan to travel more in 2024, especially this summer. The year 2023 showcased an unwavering passion for travel, setting the stage for a record-breaking 2024.

Based on the statistics from this year, the move towards valuing experiences has sparked an increase in solo travel. Kristin Addis, solo female travel blogger and author: "Traveling alone is not only empowering, but it’s also the best way to learn about who you are and what you’re capable of." It takes a lot of courage to travel on your own but it surely is an unforgettable experience.

According to experts interviewed by Hotel Dive, this summer's travelers embarking on road trips will represent diverse demographics, budgets, and motivations for travel. Taking that into consideration, hoteliers will have to make sure they make the tourists’ stay a completely unique experience.

Diverse demographics set to shape Summer 2024 travel trends

The demographics for summer 2024 travel are expected to be diverse, reflecting a mix of age groups, nationalities, and travel preferences. Millennials and Gen Z travelers are anticipated to dominate the travel scene, driven by their desire for unique experiences and digital connectivity. Families are also likely to be significant contributors, seeking destinations that offer activities for all ages. Additionally, there is a growing trend of older adults and retirees embracing travel, capitalizing on their flexibility and disposable income.

Challenges hotels face

Hotels should make the guests’ stay as comfortable as possible, therefore Sophie Mitchell, Operation Director says “The push for digital transformation has never been stronger. From contactless check-ins to mobile room keys, we've implemented numerous tech upgrades to enhance the guest experience and streamline operations."

Perhaps the biggest determinant of intent to travel this year, though, is budget. According to Delloite, travelers are in higher income brackets, therefore they increase their spending allowance. While there are people willing to up their budgets and save money for vacations, some of them preffer to put out traveling this year.

It’s really about pocketbook issues for those people choosing to stay home,” said Daher. “The major reason why they’re not traveling is related to their perception that travel is too expensive right now [...] not that they necessarily can’t afford it.” However, there are destinations suitable for almost any budget and preferences.

Europe's top 5 summer destinations

Naples- Italy

Based on its findings, Naples, Italy, emerged as the most sought-after destination, experiencing a notable 100% surge in searches compared to the previous year. Naples boasts a rich history and cultural heritage, with a wealth of historic sites, including UNESCO World Heritage-listed landmarks such as the Historic Centre of Naples, Pompeii, and Herculaneum. Not to mention the cities’ cuisine, coastal beauty and vibrant atmosphere. “Naples is not just a city; it's an emotion. Its chaotic streets, vibrant markets, and stunning vistas over the Bay of Naples create a sensory overload that is both exhilarating and intoxicating.” Said Roberto Rossellini.

Munich- Germany

While the enduring allure of beer and bratwurst cannot be understated, the surge in tourism expected in the Bavarian region may owe much to its role as the host of the opening match of the European Football Championships in June. It's noteworthy that the majority of this growth is stemming from European visitors. Munich also hosts a variety of music festivals and cultural events, including the Tollwood Summer Festival, which features music, theater and art. " Our bookings are through the roof this summer. Events like the Munich Opera Festival and the outdoor concerts in Konigsplatz are big draws. People are eager to experience everything Munich has to offer in the warmer months. " said Lisa Weber, Manager at a Munich hotel.

Myrtle Beach, S.C., is among the most-searched-for Memorial Day destinations, according to data from Booking.com. PICTURE: Chansak Joe A. Image: 2024 Chansak Joe A./stock.adobe.com.

Rome- Italy

While mentaining its recognition as the most popular city in Europe, Rome is a great place to visit this summer if you don’t mind heat and humidity that much. While tourists come for the historical attractions, some of them being the Colosseum, the Roman Forum and the Trevi Fountain , they get caught up with the traditional food-the famous gelato and Neopolitan pizza. Rome isn’t as crowded during the summer as it is in sping or fall, but tourists will visit Italy’s capital no matter the season. "Rome is like a living museum. Every corner tells a story, and every step feels like a journey through time. From the majestic Colosseum to the tranquil streets of Trastevere, Rome is a city that never fails to enchant and inspire." Says Emily Richards.

Santorini- Greece

Santorini has always been one of the most knows cities in Greece, adored by everyone, especially by tourists. Santorini is renowned for its stunning landscapes, from the iconic white-washed buildings with blue domes in Oia to the dramatic cliffs overlooking the deep blue Aegean Sea. The island's unique volcanic terrain creates a mesmerizing backdrop for any vacation. “Santorini is a place that you should see at least once in your life!” says Natali, a solo female traveler and blogger. She claims that it can get overcrowded most of the time since it’s the most visited place in Greece, but totally worth it!

Ibiza- Spain

Ibiza's combination of party vibes, stunning beaches, cultural heritage, and natural beauty make it a top destination for summer 2024, attracting travelers seeking unforgettable experiences and memorable moments. Ibiza boasts some of the most beautiful beaches in the Mediterranean, with crystal-clear waters, white sand, and picturesque coastal scenery. It has always been a top destination for adventurous people and you’ll have the most of it if you go with friends,or you can even make some new ones while visiting! According to Sarah Thompson, it's a place where you can let go of your inhibitions and embrace every moment to the fullest.”