New Travel Trends Report: Wellness Tourism Focuses on Sleep Quality, Non-Alcoholic Options, and Exercise
Krissy Vann | Host, All Things Fitness and Wellness
The preferences and priorities of travelers have been steadily shifting. According to the Hilton 2024 Travel Trends Report, an increasing number of travelers are emphasizing the crucial trifecta of sleep quality, non-alcoholic options, and exercise, reflecting a growing focus on overall well-being and health-conscious choices.
Quality sleep is a universal aspiration, and nearly one in four Baby Boomer travelers now seek out trusted hotel brands that offer high-quality mattresses to ensure a good night's rest. Furthermore, an emerging trend in the pursuit of tranquility is the desire for in-room white noise, which has gained momentum due to almost 10% of global travelers who carry a white noise machine in their luggage. This trend underscores the importance of controlling one's sleep environment, even while on the road.
For many travelers, the quest for rejuvenating sleep extends to their choice of accommodations. A significant 20% of global travelers specifically opt for rooms located away from elevators or on higher floors to minimize disturbances that could impact their sleep quality. Gen Z, in particular, has shown an intentional approach to winding down throughout the day, making mindful choices that can significantly enhance their sleep experience. A remarkable 21% of Gen Z travelers maintain a disciplined workout routine during their travels, reflecting a burgeoning demand for exercise-focused amenities. Recognizing this, brands like Hilton have partnered with Peloton to cater to the fitness-conscious traveler.
Apart from exercise, dietary choices also play a pivotal role in influencing sleep quality. Increasingly, travelers are moderating their alcohol consumption to ensure a more restful night's sleep, aligning with the surging consumer demand for non-alcoholic cocktails. Hoteliers are meeting the demand with increased mocktail menu items and zero proof beverages.
In the quest for a peaceful night's sleep, a significant 20% of global travelers readily confess to packing their preferred pillow when embarking on a journey. This dedication to sleep quality underscores the importance of comfort and familiarity, even when far from home. Moreover, the locations travelers select to unwind and get a good night's sleep display a wide range, with 60% preferring resort destinations and 40% favoring city locations. This year has also witnessed the emergence of "sleep tourism," with travelers seeking unique and extraordinary sleep experiences in specific destinations, a trend expected to gather momentum in 2024.
The Hilton 2024 Travel Trends Report also highlights that travelers are increasingly conscious of their health while on the move. An overwhelming 78% of global travelers appreciate the presence of healthy grab-and-go markets when they are away from home. This enthusiasm for healthy food options spans generations, underlining the universal appeal of wellness-oriented choices.
Additionally, sport and fitness activities like pickleball are experiencing a surge in popularity, exemplified by the DoubleTree by Hilton Sonoma Wine Country's new pickleball courts. These courts have witnessed remarkable usage, with hotel guests utilizing them on 70% of the days they have been open, in addition to local bookings via Resort Pass. The rise of pickleball exemplifies the growing appetite for physical activities that contribute to a healthier lifestyle.
In essence, the travel landscape is evolving to accommodate the changing priorities of travelers who are increasingly focused on sleep quality, non-alcoholic options, exercise, and health-conscious choices. These trends indicate that travelers are looking beyond traditional accommodations, seeking environments that align with their holistic well-being, and experiences that nurture their body and mind.
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