Travel Trends: Redefining value through experience in 2024
From trending & best-value destinations to the travel vibes for 2024, Skyscanner reveals next year’s top travel trends
Whether it’s gig tripping or a visit to the land of nod, global travel site Skyscanner shares the latest trends shaping industry and traveller behaviour in its ‘Travel Trends: Redefining value through experience in 2024’ report.
Blending proprietary flights and hotels data based on millions of searches with an annual consumer behaviour study* and expert commentary, today Skyscanner reveals its top 10 trending destinations, 10 best-value destinations as well as 2024’s hottest travel vibes and types.
The top trending destinations for UK travellers:
| Ranking | Destination | % search increase |
| 1 | Vigo, Spain | +1235% |
| 2 | Leipzig, Germany | +545% |
| 3 | Rimini, Italy | +362% |
| 4 | Bydgoszcz, Poland | +313% |
| 5 | Sapporo, Japan | +276% |
| 6 | Osaka, Japan | +231% |
| 7 | Nantes, France | +229% |
| 8 | Chiang Mai, Thailand | +221% |
| 9 | Billund, Denmark | +219% |
| 10 | Tokyo, Japan | +208% |
Value for money remains a key factor for UK travellers, with the cost of the hotel (25%) and flight (22%) being the biggest factors determining the destination. That being said, it is clear that consumers continue to value travel with over a quarter (27%) of UK travellers budgeting to spend more on travel in 2024 compared to 2023, while 41% will spend the same. In fact, Skyscanner data shows that how consumers apportion value to travel comes in different forms in 2024, with price no longer solely ruling decision making.
Destinations offering the best bang for travellers’ buck in 2024:
| Ranking | Destination | % price drop |
| 1 | Faro, Portugal | -24% |
| 2 | Algiers, Algeria | -23% |
| 3 | Nice, France | -19% |
| 4 | Dalaman, Türkiye | -13% |
| 5 | Antalya, Türkiye | -12% |
| 6 | Zurich, Switzerland | -11% |
| 7 | Boston, US | -10% |
| 8 | Los Angeles, US | -10% |
| 9 | Frankfurt, Germany | -9% |
| 10 | New York, US | -9% |
1 in 4 (27%) UK travellers now rate the overall ‘vibe’ of a destination as an important factor when choosing where to go on holiday. This value on experience is powering several trends revealed in Skyscanner’s 2024 travel vibes:
What’s more, the thirst for experiences that drive greater lifestyle value, Skyscanner sees these traveller types emerging in 2024:
Naomi Hahn, VP of Strategy at Skyscanner comments:
Skyscanner’s 2024 Travel Trends report reveals that, more than ever, cultural exploration will be a priority for travellers in 2024. We’re seeing a broad spectrum of cultural curiosity in travel, from gig trippers, jetting off to see their favourite artists, to budget bougie foodies seeking the very best food experience (at the very best price!).
The cost of living, though, remains top of mind and our money-saving tools continue to rise in popularity. Our ‘Everywhere’ search, showing prices from the lowest to highest from airports to global destinations, is the top search destination for travellers globally this year.
Check out the full ‘Travel Trends: Redefining value through experience in 2024’ report here.