If 2022 was the year of the changed traveler, 2023 is the year of the evolved traveler. Hilton has released its latest global 2023 trends report, "The 2023 Traveler: Emerging Trends that are Innovating the Travel Experience, A Report from Hilton," which reveals the latest consumer expectations following a year when travelers showed up in record numbers.
The new report is the result of evaluating both quantitative and qualitative data research paired with insights collected by more than 7,000 travelers across the world in a survey commissioned by Hilton and conducted by Material, a global strategy, insights, design, and technology partner.
The research uncovered four consistent themes for 2023 travel:
People Want More Engaging Experiences and Connections
Travel is a gateway to discovering different perspectives and rich traditions. In 2023, travelers will focus on travel to create deeper connections with family, friends, colleagues, customers, cultures and the planet. Nearly half (49 percent) of survey respondents want to be immersed in local culture and products while traveling, and another 40 percent want personalized access to unique experiences or activities, such as performances, events, spa treatments, or classes.
From destination-focused culinary travel packages to impactful programs, travelers are looking to create meaningful change through more immersive travel experiences. In fact, Hilton is witnessing signs of this growth through its Hilton Honors Experiences, which saw a 77 percent year-over-year increase in point redemption during the first nine months of 2022, allowing members to connect with their passions through new, exclusive artist and celebrity events.
People See Travel as an Essential Part of Their Wellness Routine
Overall wellness remains a priority for travelers as half (50 percent) of respondents said they will seek travel experiences in 2023 that align with their wellness goals and priorities, addressing the mind, body and spirit. For a similar number of travelers (47 percent), physical wellness, and accessibility to fitness amenities like centers or activities, will be top of mind when it comes to traveling in 2023.
Guests will also seek moments of connection with their communities, as well as insights and solutions that improve their mental and emotional health. Addressing mental health on the road will be prioritized by 35 percent of global survey respondents. Meanwhile another 49 percent of those employed will be looking to travel to disconnect from work.
Travelers Want to Be Taken Care of More Than Ever
Next year, Hilton anticipates travelers will have a renewed appreciation for being cared for, with 86 percent of survey respondents indicating they want recognition and personalization while on the road and another 25 percent saying they want travel and hospitality companies to accommodate their personal needs. Specifically, 54 percent are looking for personalized food and beverage options and 50 percent are looking for personalized experiences and activities.
Travelers know the importance of wanting to feel valued for their loyalty—both in their wallet and as an individual. In fact, 42 percent of survey respondents indicate that loyalty perks—such as earning/redeeming points and loyalty benefits—will matter to them when traveling in 2023.
Travelers Want Frictionless Travel Innovations
2022 uncovered unexpected friction points in travel. Hilton’s global research found that more than half (56 percent) of travelers will prioritize adopting solutions that make travel easier in 2023. Nearly nine in 10 survey respondents (86 percent) will look for at least one thing to be personalized during their travel experiences and interactions, and 26 percent of respondents anticipate hotel technologies will be important to them for a seamless stay.
To reduce travel’s strongest tension points, guests will seek out the most logical and purposeful solutions. They will look for the hospitality and service that they expected pre-pandemic, whether that’s personalized dining recommendations or reservation adjustments. Within the technological innovations, they will continue to embrace efficiencies like digital keys, which allows travelers to bypass the front desk and go straight to their rooms, and enhanced booking options like Confirmed Connecting Rooms by Hilton, which allows families and friends to reserve adjoining rooms when booking online.
Source: Hilton
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