Travel the Great Divide

This isn't your typical trends report - we dig deeper and read between the lines. Our research reveals polarizing trends and how these opposing forces aren't just quirks - they're opportunities for your brand.

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The Polarizing Behaviors of Travelers in 2024

Crunching through the stats on the most significant travel and tourism trends, we’ve discovered that a rather curious pattern emerges. Many of the trends appear to contradict each other – or are at the very least - juxtaposed, and there is actually a polarization of trends in the travel space. For example: In our survey, 72% of women in North America say they will be going on a solo travel trip in 2024. At the same time, we know that group travel is up by 18% since 2022. What does this mean for your product and brand? Well, there are opportunities there. A lot of them.

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  • Judikaela Auffredou 9740

    Judikaela Auffredou

    Vice President, Strategy

  • 3AnnaRainwaterHeadshot - Anna Rainwater

    Anna Rainwater

    Group Strategy Director

  • Erin

    Erin Georgieff

    Managing Partner, U.S. Growth & West Coast Operations

  • Sam Grischotti

    Sam Grischotti

    Managing Director

  • Ben Phillips

    Ben Phillips

    Group Strategy Director

  • Suran Ravi

    Suran Ravi

    VP, Intelligence and Insights

  • Caroline Khangi

    Caroline Khangi

    Trends and Foresight Expert

  • Jerry Yang

    Jerry Yang

    Senior Analyst, Intelligence and Insights

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