Pinterest UK head of travel Ash Rajawat says social activity points to growth in customers looking to either completely switch off or get an adrenaline fix on holiday
If there’s one constant in travel, it’s change – there’s a constant flow of fresh ways to discover new destinations and redefine experience. We also see a burst of new travel trends come to life, as people look for different ways to spend their time off, whether it’s for respite or adventure.
So as we enter a new year, a planning mindset springs alive for many, myself included, and a search for inspiration kicks off. To help nomads and travel brands alike find their next booking, our annual future-gazing Pinterest Predicts trend report is definitely a good starting point.
We see over three million Pinterest users engage with travel content on the platform every month. They’re searching and saving ideas to personal boards they’ve created, based on where they’re planning to go next, and, thanks to new ad formats we launched this year, are finding it easier than ever to go all the way and book their next flight or hotel.
Pinterest Predicts analyses this treasure trove of search terms to forecast trends that are poised to dominate the upcoming year.
This predictive insight isn’t mere guesswork. Take, for instance, last year’s trend ‘All Aboard,’ which heralded the revival of train travel. Its surge coincided with the industry-wide shift toward eco-friendly and sustainable options, resonating particularly well with Gen Z and Millennial travellers due to quicker boarding and reduced carbon footprint.
Impressively, 80% of past predictions have come true over the past four years, making our report a bit of a cheat sheet for brands who are building out their marketing plans for the year ahead.
I spoke before about respite, and among the chaos of our daily lives we’ll see people look for rest and recovery in 2024 with a trend we’ve dubbed “Rest Stops”. Recuperation, disconnecting from the digital world, and choosing early nights rather than a jam-packed itinerary is on the cards. Travel brands focusing on inclusive wellness or serene outdoor havens can fulfil this need for rejuvenation, ensuring travellers don’t feel like they need another break post-holiday.
Our trend report also offers inspiration from other sectors. For instance, one of this year’s beauty trends emphasises complete body care, something which could seamlessly integrate with restful holiday offers, emphasising luxury lotions and year-round sunscreen application.
That said, it’s not all about slow travel next year. For Gen X and Boomers, It’s the off-road which will take hold. We’ve called it ‘Dirt Flirts’, and it’s all about loading up that 4×4 and making it to the mountains. Off-roading is going to be turned into a full lifestyle choice for those who have an adventurous spirit.
This is great for travel brands that offer immersive experiences, whether that’s four-wheel driving or even hiking in nearby locations. We saw searches for ‘overland gear’ spike, so in 2024, there’s the opportunity for tech and travel brands to highlight their best equipment to help travellers flirt with the dirt.
These predictive insights signal two contrasting yet captivating trends: rejuvenating restful trips for the younger generation and adrenaline-fueled escapades for the adventurous. With these trends set to shape the travel landscape of 2024, it’s time for travel brands to adapt, innovate, and curate experiences catering to the diverse aspirations in this ever-evolving journey of exploration. Get ready for an exhilarating year ahead!