As we welcome a new year and decade, travelers' preferences are evolving with greater emphasis on responsibility and meaningful connections. Drawing from Booking.com's survey of over 22,000 travelers across 29 countries and analysis of 180 million verified guest reviews, 2020 promises unprecedented shifts in travel behavior. Here's an expert preview of the eight trends poised to redefine journeys ahead.
1. The Rise of 'Second Cities' Travelers are increasingly opting for lesser-known destinations to combat overtourism and protect the environment. Among Dutch travelers, 61% aim to reduce overtourism, and 36% would switch to similar but less-visited spots for lower environmental impact. Nearly half (43%) seek apps or websites recommending destinations that benefit local communities positively. Expect travel companies to enhance recommendation tools matching preferences to alternatives, alongside ecosystem collaborations for awareness campaigns and better infrastructure to promote off-the-beaten-path exploration.
2. Technological Surprises
In 2020, technology will handle more travel decisions, streamlining destination and excursion choices. Smart AI-driven recommendations will unlock hidden gems, saving time for richer experiences. Over a third (38%) of Dutch travelers are keen on surprise trips via apps, 29% want real-time activity booking, and 22% prefer pre-planned itineraries in one app. AI apps will personalize suggestions based on past trips, weather, and trends.
3. Slo-Mo Replaces #FOMO
Ditching FOMO and rushed itineraries, 2020 favors mindful pacing. Among Dutch travelers, 39% plan slower transport to cut emissions, and 50% prefer longer routes for scenic enjoyment. Unique options like bikes, trams, sleds, boats, or walking appeal to 40% who value extended travel time for authenticity.
4. Journeys That Have It All
Time-strapped travelers seek efficiency with multifaceted destinations. Nearly half (45%) of Dutch respondents favor spots packing in activities and sights nearby, while 50% choose them to minimize intra-vacation travel. Industry responses include bundled deals and curated itineraries. Top picks from Booking.com users: Montevideo (Uruguay), Ilhabela (Brazil), and Naha (Japan).
5. Pets Welcome Everywhere
For 50% of Dutch pet owners, pets rank equal to children, fueling pet-friendly travel. 32% select destinations based on pet policies, and 31% pay premiums for accommodating stays. Booking.com notes surging pet-friendly listings with perks like dog spas, custom menus, and pet restaurants for luxury treatment.
6. Grandparent-Grandkid Getaways
Grandparents will vacation solo with grandkids more often. 74% of Dutch grandparents say it keeps them youthful, and 57% believe parents need breaks. Healthier, adventurous seniors drive demand for intergenerational activity-focused trips.
7. Dining Drives Destinations
Culinary pursuits lead trip planning, with reservations at hyped or hidden gems prioritized—even months ahead. 67% of Dutch travelers prioritize regional cuisine. Social media fuels discovery of local favorites and producer spots.
8. From Last-Minute to Long-Term Dreams
Retirement now means adventure for all ages, with 9% of 18-25-year-olds eyeing early exits for travel. 57% view it as ideal free-time pursuit; 30% of Dutch travelers plan bolder post-retirement trips, 8% a gap year. 52% endorse age-agnostic adventures. Tools like 'retirement travel' savings plans will emerge.
