Cheap 'n' cheerful in the great outdoors

With the cost of living crisis hurting many Aussies, holidays that won’t be too hard on the hip pocket are increasingly of interest. Half of the respondents to our Escape survey said their travel budgets have been adversely affected. The survey showed 3 in 10 Australians are now choosing holiday destinations closer to home. And 3 in 10 plan to drive themselves to their holiday.

According to Discovery Parks, with so many new caravans entering the market since the pandemic hit, they are seeing big demand for sites over summer. Holiday park cabins are proving to be an increasingly popular option for guests seeking an alternative to other short-stay accommodation options and cabin occupancy has increased for 2024. 

In general, Australians are booking shorter, more frequent trips, closer to home. And they are often booked spontaneously. The economic downturn means people are adjusting the tempo of their trips. On escape.com.au stories we get consistently high traffic year-round for are lists on mini-breaks near to the capital cities and the best travel experiences for a long weekend. Last-minute deals are also highly clicked as people look to juggle their budget from week to week.

Holistic hospitality

The business of wellness is booming, and that is extending to how we holiday. Health retreats and resorts that offer spa treatments, therapies, fitness, and health-focussed cuisine are attracting travellers who want to come back from their break feeling rejuvenated.

“Over the last decade, the focus on self-care, and prioritising fitness and recovery as a form of wellbeing has accelerated,” says Philippe Zuber, Chief Executive Officer of Kerzner International, the company behind One&Only, Atlantis Resorts and Residences and Magazan Beach & Golf Resort.

They will be opening SIRO One Za'abeel in February, 2024 – a fitness and recovery hotel in Dubai. 

“We are creating that space that brings together a community of like-minded individuals willing to exchange, learn and improve their lifestyle,” he says.

Many people are so overworked, overtired, and oversocialised that they are simply chasing better sleep on holiday. Also in February 2024, a little closer to home, The Reef House in Palm Cove, QLD will be hosting a Sleep Retreat Master Class lead by sleep science graduate Sabine Christelli. Guests will leave the retreat with personally tailored sleep habits and resources and techniques to achieve better sleep.

And in May 2024, Six Senses Fiji will hold its inaugural four-day pilates wellness retreat, in collaboration with Fluidform.

Mark Wong, Senior VP Asia Pacific at Small Luxury Hotels of the World says wellbeing journeys are leaving the spa and heading into nature. He says forest bathing (a meditative form of hiking among trees), and "wild swimming" will be big drawcards for travellers in 2024.

"Our UK properties in particular are well positioned for the wild swimmers amongst us. Guests at Rothay Manor for example can marvel in the crystal clear and tranquil lake close to Ambleside and then defrost by the hotel’s open fire. Thailand is also a great destination for wild swimming with lots of natural pools and waters to explore". 

Regional glow-up

While the beauty industry may have coined the term, now regional Australia is getting its very own glow up.

As iconic city restaurants establish a name for themselves in regional towns (think Totti's making its way down to Lorne, Victoria) and world-class hotels pop up outside of the city centres, they may seem like familiar destinations, but thanks to a handful of new openings, Australia's regional towns now offer a whole new experience.

According to research from Expedia, almost 2 in 5 Aussies say travelling to new and different regional towns has increased in appeal over recent years, with 34 per cent saying one or two new openings is enough to make them want to travel to a particular destination.

Examples of destinations hot on the radar of travellers include Newcastle NSW, Kirra QLD, Geelong VIC, Bellingen NSW and Lorne VIC.

Pictured above: Rosedale Farm, a short drive out of Orange, NSW. 

Set-jetting

For 2023, Expedia predicted travellers would turn to television sets and movie screens for travel inspiration. They did, and the trend shows no signs of stopping in 2024.

Over 40 per cent of travellers say they’ve researched or booked a trip to a destination after seeing it on a TV show or movie, and almost 20 per cent admit that TV shows and films are even more influential on their travel plans than they were before. In fact, travellers say TV shows influence their travel decisions more than Instagram, TikTok and podcasts.

Given the popularity of this travel trend, Expedia compiled its first-ever Set-jetting Forecast predicting what entertainment-inspired destinations travellers will head to in 2024, based on upcoming show and film releases and travel data.

Thailand inspired by “The White Lotus” season 3 (Webjet stats support this, saying the White-Lotus effect is already in full swing with bookings to Bangkok in 2024 up 59 per cent compared to the equivalent period this year. Aussies also have their eyes on Phuket, with bookings up 37 per cent for 2024. 

Romania inspired by “Wednesday” season 2.

Malta inspired by the new “Gladiator 2” film.

Paris inspired by “Emily in Paris” season 4.

Scottish Highlands inspired by the remaining seasons of “Outlander.”

London, Bath and Windsor, UK inspired by the new season of “Bridgerton” and “The Crown” season 6.

Korea inspired by “Squid Game” season 2.

Florida Keys & Bahamas inspired by the new Apple TV show “Bad Monkey.”

Australia inspired by both Baz Luhrmann’s “Faraway Downs” and the Mad Max prequel Furiosa.”

Greece inspired by new spy action thriller “”

Image above: The White Lotus season two was set in Sicily. Picture: HBO / Binge

One-of-a-kind luxury

“Luxury travel is redefining itself, and one-of-a-kind experiences are at the height of the demand for luxury travel,” says Arnaud Champenois, Senior Vice President and Global Head of Brand, Marketing and Communications for Belmond.

“Within this new concept of experiential travel, authenticity, connections, privacy and sustainability are what today's discerning travellers are looking for. And, they are taking the time to get deeper into their journeys and destinations too. With our experiences of running six luxury trains around the world for over 40 years, slow travel has noticeable been on the rise in the past few years. This is also evident from more supplies of luxury trains and navigation experiences entering the market. 

“2024 will see the return to the rails of the iconic Eastern & Oriental Express in February after a four-year hiatus, with two seasonal return-trip journeys out of Singapore that take in the beautiful landscapes of Malaysia. And over in Europe, the legendary Venice Simplon-Orient-Express will take passengers on a coastal journey from Paris to Portofino, for the very first time; and the Royal Scotsman train in Scotland will see the launch of two new Grand Suites, designed by Paris-based interior designer Tristan Auer.”

But it's not just high-end train travel that is booming ... 

Eurail anticipates even more rail travellers from across the world in 2024 with 2023 marking the company’s biggest year to date.

The popularity of rail travel has increased post-COVID as travellers seek more environmentally conscious flight-free itineraries, as well hassle-free travel options (avoiding European airports where possible). Plus, European countries have been investing heavily in their rail networks of late, improving connections and comfort.

New rail routes for 2024 (available to Eurail Pass holders) will include Vienna, Austria to Krakow in Poland, and Rostock, Germany to Prague in the Czech Republic. Lesser-known rail routes through countries such as Estonia, Latvia, Lithuania, Hungary, Poland, and Slovakia, are also likely to get more of a look-in next year. 

As more and more night train routes and carriers come onboard next year, Eurail sees night train travel becoming an even bigger trend in 2024. Look out for new night train routes such as Paris, France to Berlin in Germany, and Munich, Germany to Warsaw in Poland. Budget-conscious travellers, and those seeking more immersive travel experiences alike, will also be looking to lesser-known and lesser-visited destinations and routes (including those in Eastern Europe and the Baltics), as well as travel during shoulder season months (such as European Spring and Autumn), to avoid the crowds and higher summer prices.

Celebration vacation

According to Stayz, people are looking for any excuse for an escape with family and friends. "Puppymoons, First-date-iversaries, and retirement-parties are on the cards for travellers in 2024 ... One in 4 say they are looking for ‘any excuse’ to get away with their loved ones," says a spokesperson.

With almost one-third of travellers planning to take more trips with family and friends next year than in 2023, they’re going all in on identifying occasions to book a getaway to a private holiday home to celebrate together.

In addition to annual anniversaries and milestone birthdays, interestingly, work-related occasions are one of the most popular trip catalysts — many travellers would book a weekender to celebrate retirement, getting a new job, a promotion, quitting a job.

Expedia also reports that travellers are increasingly looking for outside amenities to make a holiday house getaway with family and friends more memorable.

"Outside amenities like cold plunges, lawn games, and manicured gardens are influencing the choices of private holiday homes for group getaways, creating memorable outdoor experiences for families and friends."

First nations tourism

Tourism Tropical North Queensland Chief Executive Officer Mark Olsen said a deep dive into the National Visitor Survey for 2022-23 showed $315 million was spent by holidaying Australians who participated in an Indigenous experience, accounting for 12.5 per cent of the region’s $2.5 billion domestic holiday expenditure.

"Travellers are showing a shift to travel for the greater good, making deeper connections and leaving minimal footprints."

Sean Martin, MD Australia, NZ and Asia at G Adventures concurs, saying "we will continue to see demand for more immersive and enriching experiences, and travellers looking to give back as they travel.

"People have become more conscious of how they spend their money, and are being more selective with the operators they choose to travel with as a result we’ll also continue to see climate change and sustainability influencing the way we travel, and this will greatly impact our travel decisions in 2024".

Themed cruises

Aussie cruise fans have been heading back to sea in huge numbers. According to a Cunard spokesperson, the popularity of ocean cruising has been fuelled by themed voyages, which have been selling out in record time.

The Great Australian Culinary Voyage sailings in 2023 and 2024 have been some of the most popular itineraries with cruisers relishing the opportunity to learn from high profile talent, experience bespoke shore excursions surround themselves with a community of people with the same specific interests. 

Examples from the upcoming 2023/2024 homeport season include the inaugural Sporting Greats & Wellness Voyage featuring the likes of Brett Lee and Adam Goodes. For next season, the first Australian Literature Voyage at Sea has been created for literary enthusiasts who want to hear first-hand from acclaimed authors such Alexander McCall Smith and Fiona McIntosh.

Expedition cruises

And forget sailing the Mediterranean - data is showing there's a huge jump in interest in icy sailings in 2024, to the Arctic, Antarctic and elsewhere.

Remote and exotic

"After not being able to travel internationally for a few years, our booking data shows our guests desire to explore the remote and exotic,” says Bas Bosschieter, CEO of Captain’s Choice.

“Whether that be untouched wilderness, remote islands or unique untapped destinations that are difficult to access. To meet this growing trend, at Captain’s Choice we’re redefining accessibility through our Private Jet journeys. This includes hard-to-reach destinations like Christmas and Cocos Islands and special experiences such as trekking for gorillas in Rwanda. We have released a new departure of our Remote Islands of the South Pacific by VIP Private Jet journey next year which hops through the South Pacific and reaches as far as Easter Island."

Mark Wong, Senior VP Asia Pacific at Small Luxury Hotels of the World agrees that remote and exotic will be on trend, saying nature and escaping the crowds will continue to be a big draw in 2024.

"We’re seeing more travellers seeking off-the-beaten track and lesser visited destinations. Our properties located in private and remote locations such as Wa Ale island in Myanmar, Gili Air in Indonesia, Tavenuni Island, Bhutan and Lapland are proving more popular than ever. They offer incredible off-grid experiences".

Destination dupes

This is such a big one that we've done a separate piece on it if you want to read further.

Overcrowding is becoming a problem from both an environmental and personal travel standpoint. So people are looking for destination dupes - places that are a little unexpected, sometimes more affordable, and every bit as delightful as the tried-and-true destinations travellers love. 

The 2024 destination dupes in the list below all experienced a notable uptick in searches over the past year. In fact, global searches for the top five destinations on the list more than doubled YoY ...

• Taipei (dupe for Seoul)
• Pattaya (dupe for Bangkok)
• Paros (dupe for Santorini)
• Curaçao (dupe for St. Martin)
• Perth (dupe for Sydney)
• Liverpool (dupe for London)
• Palermo (dupe for Lisbon)
• Quebec City (dupe for Geneva)
• Sapporo (dupe for Zermatt)
• Memphis (dupe for Nashville)

Shifting seasons

Visiting a place at a different time of year to what has long been the norm will reap multiple benefits for travellers. The first upside is comfort. If this year’s long hot summers in Europe are anything to go by, the traditional mid-year exodus to the Med and its surroundings will soon be replaced with bookings in the cooler shoulder seasons. 

Other advantages are the absence of other tourists which allows for easier assimilation into a destination. It enables travellers to live like a local and embrace the culture, as well as have downtime away from the hustle and bustle that peak travel can bring.

Off-peak also offers a cost saving and, in line with travel maths, that’s something we’re all looking for.

Solo travel 

"Solo travel continues to be a huge trend and we’ll see even more of this in 2024 as people prioritise themselves, their mental health and taking ownership over their own lives and experiences," says Sean Martin, MD Australia, NZ and Asia at G Adventures.

"We’re no longer waiting for friends and family to make a trip worth it. We’re discovering the joys of getting on with fulfilling our travel wish lists and going it alone". 

"But of course it doesn’t have to be completely alone. That’s the beauty of small group travel (which is what G Adventures specialises in), so solo travellers can jump on board our trips and so that they can still share their experiences, feel that extra layer of safety and enjoy a relaxing break without the pressures and anxieties that can come with being all alone".  

As far as destinations go?

"Looking ahead to 2024, we’re seeing incredible demand for Vietnam, which has surpassed pre-pandemic numbers for travel by 38 per cent," says Martin.

"Japan has made a huge comeback, as has Morocco, and in Europe we are seeing Italy, Greece, Croatia and Portugal all trending. For people looking for something a bit different, Uzbekistan is also making great strides with traveller numbers more than doubling in the past two years".