According to a new IPSOS report commissioned by Hyatt, 65% of travellers across Europe and the Middle East are expected to maintain or increase their travel budgets in 2024.
This study, based on insights from 750 respondents across Europe and the UAE, identifies four key trends influencing travel plans for the upcoming year.
Trend #1: No Reduction in Travel Spending
Despite global economic uncertainties, most travellers in the region are set to maintain or boost their travel budgets. Notably, over half of UAE travellers plan to spend more. In Europe, 62% of travellers in the UK, 73% in Germany, 62% in Spain, and 52% in France expect to maintain or increase their travel expenditure. Furthermore, 2024 is being heralded as the year for “the trip of a lifetime” by 8% of respondents, including 12% of British travellers.
Trend #2: Weather Conditions as a Decisive Factor
Weather at the destination is a crucial consideration for 50% of surveyed travellers, second only to lodging costs (53%). Transport costs and the destination’s experience offering are equally important at 42%. In Germany, 61% view weather as a significant factor, compared to 45% in France, 47% in the UK, and 48% in Spain and the UAE.
Trend #3: Relaxation as the Primary Travel Motive
While adventure seekers are on the rise, the majority of travellers (42%) aim to relax. This is especially true for French (45%), British (41%), and German (52%) travellers. For Spanish holidaymakers, new experiences top the list (40%), while UAE travellers prioritise family time (40%). In the UK, new experiences (36%), sightseeing (35%), and spending time with loved ones (29%) are also key motives.
Trend #4: Surge in Domestic Travel
Domestic travel is gaining traction in 2024, with 73% of UK travellers planning local leisure trips, mirroring trends in France (75%), Spain (73%), the UAE (68%), and Germany (63%). Transport costs are a critical deciding factor for 42% of respondents, particularly in the UK (53%). Despite this, over half of the region’s consumers intend to travel abroad, with 35% exploring new destinations. French and UK travellers are most inclined towards new places (43% and 42% respectively).
Arnaud de Saint-Exupéry, Area Vice President for UK and Ireland at Hyatt, commented, “Summer holidays offer precious time to relax and explore destinations at home or abroad. It is fantastic to see consumers prioritising memorable experiences and balancing domestic travel with new international destinations.”
This travel approach aligns with Hyatt’s growth strategy in Europe, Africa, and the Middle East, where it operates over 46,000 rooms across 41 countries, including iconic cities and sought-after leisure destinations.