--- title: "Global Big 3 OTAs Predict 2024 Travel Trends" description: "What Booking.com, Skyscanner (Trip.com), and Expedia are watching in 2024" published: 2023-12-28T10:00:00+00:00 author: "ONDA 편집팀" category: "Insights" image: "https://zqcfqfqgiyckyhazcfrk.supabase.co/storage/v1/object/public/blog-images/webflow/6316f3f75130788ec2d762dd/65d61fdfe2a536838f1d9092_Frame_86.jpg" canonical: https://global.onda.me/en/blog?slug=geulrobeol-big3-otaga-gongtongeuro-ggobeun-2024-yeohaeng-teurendeu locale: en --- # Global Big 3 OTAs Predict 2024 Travel Trends In 2023, travel didn't just recover to pre-pandemic levels — in some segments, it blew past them. Global OTAs racked up record-breaking results. Korea's pent-up outbound demand exploded, [with Japan trips surpassing 2019 volumes.](https://www.traveltimes.co.kr/news/articleView.html?idxno=407082) What's next? [Research And Markets](https://www.researchandmarkets.com/report/online-travel?utm_source=GNE&utm_medium=PressRelease&utm_code=t8rmkc&utm_campaign=1920372+-+Global+Online+Travel+Market+Forecast+2024-2030%3a+Analytics+for+Services%2c+Payment+Modes%2c+Genders%2c+Booking+Devices%2c+and+Countries+with+Key+Player+Insights&utm_exec=joca220prd) forecasts 13% annual growth for online travel through 2030 — a growth rate that outpaces most other industries. 2024 looks equally strong for Korea: inbound expansion, diversifying trip types, and steady industry momentum. But which specific demand drivers will lead? Here's what Booking.com, Skyscanner, and Expedia see coming — plus ONDA's take. ### **Travel as the ultimate gift to myself** Booking.com says the main character is *you* — travelers seeking self-renewal. At the same time, 42% of Korean travelers plan to take shorter trips to afford more luxury. Skyscanner found that 22% of Korean travelers (38% in the US) plan to upgrade to business or first class in 2024. Living costs are still high. Life feels tight. But we all need a release valve. Even when budgets are tight elsewhere, **people want to loosen up when they travel**. Travel is the best gift you can give yourself — which is why **affordable, small-dose luxury trips** are having a moment. ### **Global content = global travel** Before global OTT platforms like Netflix and Disney+, the only truly worldwide shared experiences were the World Cup, the Olympics, or a blockbuster Hollywood release. Now a Korean drama can drop on Netflix and the entire world watches it at once. "Holy site tours" used to mean Japanese fans visiting *Winter Sonata* filming locations. Today, **screen tourism and pilgrimage trips** are going mainstream. Expedia notes that **Korean travelers are especially influenced by TV and OTT content over Facebook or TikTok**. 81% of Korean travelers (50%+ globally) have searched for or booked a destination after seeing it on TV or in a film. ### **Travel is about the food** **Great food remains the strongest travel motivator.** Booking.com found that 79% of Korean travelers (81% globally) want to experience local and traditional cuisine, with growing interest in the stories and culture behind the food. Skyscanner says **41% of Korean travelers (47% in the US) have chosen and booked a destination specifically because of a restaurant they wanted to visit.** ### **The importance of rest** Ever heard of "sober travel"? I still think about having a drink when I'm on vacation, but Expedia found that **76% of Korean travelers (40%+ globally) plan to take a detox trip in 2024.** Top reasons: health (27%) and family vacations (24%). Another rising keyword: "sleep tourism." **Healthy travel. Restful travel.** These themes are gaining traction. --- We've covered four major 2024 trends surfaced by the global OTAs: ▲small luxury ▲content pilgrimage tours ▲food ▲rest. For the full list of keywords from each platform, see the links below. > [**Booking.com: Travel Predictions 2024**](https://news.booking.com/ko-ko/%EB%B6%80%ED%82%B9%EB%8B%B7%EC%BB%B4-2024%EB%85%84-%EC%A3%BC%EB%AA%A9%ED%95%B4%EC%95%BC-%ED%95%A0-7%EB%8C%80-%EC%97%AC%ED%96%89-%ED%8A%B8%EB%A0%8C%EB%93%9C-%EB%B0%9C%ED%91%9C-KR/) ![](https://zqcfqfqgiyckyhazcfrk.supabase.co/storage/v1/object/public/blog-images/webflow/6316f3f75130788ec2d762dd/65a407de411a11032772451e_658d1969d0f14ac79b2f93fe_EA_B8_80_EB_A1_9C_EB_B2_8C_20OTA_20_EC_97_AC_ED_96_89_20_ED_8A_B8_EB_A0_8C_EB_93_9C_201.jpeg) #### **1. Alter-ego travel: the main character is me** Travelers are rediscovering themselves through new experiences. 70% of Korean travelers (62% globally) say they enjoy uncovering new sides of themselves when they travel. #### **2. Cool water escapes: the quest for real rest** Demand is rising for beach, lake, and poolside getaways. 55% of Korean travelers (75% globally) find peace near water, and 33% (36% globally) plan a waterside trip next year. Interest in water-based trips outpaces mountains, staycations, or heritage tourism — making aqua therapy and underwater yoga the next big wellness trends. #### **3. Spontaneous travel: AI-enabled flexibility** Travelers are ditching rigid itineraries in favor of serendipity. 68% of Korean travelers (69% globally) prefer to adjust plans based on mood, and 39% (55% globally) enjoy fully spontaneous trips. #### **4. Culinary travel: flavors you can only taste there** Interest in local and traditional food is surging. 79% of Korean travelers (81% globally) want to try famous regional dishes, and many are curious about food origins and culture. #### **5. Value luxury: splurge selectively** Travelers are blending frugality with selective indulgence. 44% of Korean travelers (50% globally) plan to visit cheaper destinations, and 42% (43% globally) will take shorter trips to afford a more luxurious experience. 49% of Korean travelers (51% globally) would buy a day pass to a five-star hotel instead of booking a room. 52% (47% globally) would take kids out of school to travel off-peak and save money. > [**Skyscanner: Travel Trends 2024**](https://www.skyscanner.co.kr/news/travel-trends) ![](https://zqcfqfqgiyckyhazcfrk.supabase.co/storage/v1/object/public/blog-images/webflow/6316f3f75130788ec2d762dd/65a407df411a110327724522_658d224472f41fc43aa118a0_EA_B8_80_EB_A1_9C_EB_B2_8C_20OTA_20_EC_97_AC_ED_96_89_20_ED_8A_B8_EB_A0_8C_EB_93_9C_202.jpeg) 80% of Korean travelers (85% in the US) plan to take as many or more international trips in 2024. Top factors in destination choice: hotel rates (26%) and airfare (24%). #### **1. Entertourment** Global stars are announcing massive world tours. Concert tourism is here to stay. One in three Korean travelers would take a short-haul flight to see a favorite artist; 16% would go long-haul. In the US, 44% would take a short trip for a concert, and 18% would fly across continents. #### **2. Screen tourism** "Pilgrimage to where I saw it on screen" is going mainstream. Film and TV rank just behind YouTube and Instagram as sources of travel inspiration. 29% of Korean travelers want to experience Paris like Emily after watching *Emily in Paris*. When Season 3 dropped in late 2022, Paris search volume jumped 11% month-over-month in Korea — and 32% in the US. #### **3. Value gastronomy** Food's influence on travel is growing. 46% of Korean travelers plan culinary trips, and 41% (47% in the US) have chosen a destination specifically because of a restaurant. Travelers prefer affordable hidden gems over expensive fine dining. #### **4. Sleep tourism** Sleep quality and wellness on the road are rising priorities. ~60% of Korean travelers (50% in the US) pay more attention to sleep health than before, and 21% (33% in the US) list sleep as a primary vacation activity. People want real rest — away from the stress of daily life. #### **5. Analog travel** More travelers are unplugging. 25% of Korean travelers aged 18–24 bring Polaroids, 16% bring disposable cameras, and 14% bring camcorders. 78% of US travelers say disconnecting is important, but 45% still check work emails and 41% scroll social or shop online while traveling. #### **6. Milestone travel** Birthdays, anniversaries, and celebrations are travel triggers. 71% of Korean travelers (79% in the US) have taken a milestone trip, and 17% do it regularly. #### **7. Small luxury** Within budget, travelers are upgrading where it counts. 22% of Korean travelers (38% in the US) plan to upgrade to business or first class in 2024. 19% of Korean travelers (39% in the US) will pay for airport lounge access to start the trip right. > [**Expedia (Hotels.com): Unpack '24**](https://www.expedia.com/newsroom/unpack-24-travel-trends-from-hotels-com/) ![](https://zqcfqfqgiyckyhazcfrk.supabase.co/storage/v1/object/public/blog-images/webflow/6316f3f75130788ec2d762dd/65a407de411a11032772451b_658d2288346d50ccbcc5e8ef_EA_B8_80_EB_A1_9C_EB_B2_8C_20OTA_20_EC_97_AC_ED_96_89_20_ED_8A_B8_EB_A0_8C_EB_93_9C_203.jpeg) #### **1. Screen tourism** Travelers are taking cues from TV and film. 81% of Korean travelers (50%+ globally) have searched or booked a destination after seeing it on screen. For Koreans, TV shows and OTT exclusives influence travel decisions *more* than Facebook or TikTok. Expedia and Hotels.com listed *Squid Game Season 2* as a top 2024 screen tourism destination. #### **2. Alcohol-free travel** The sober-curious trend is hitting hospitality. Half of global travelers are interested in hotels offering non-alcoholic drink menus. 76% of Korean travelers (40%+ globally) plan a detox trip in 2024. Top reasons: health (27%) and family vacations (24%). #### **3. Vibe check-in** Hotel atmosphere is critical. Reviews mentioning "vibe" increased **1,090% year-over-year** globally. 94% of Korean travelers (90%+ globally) consider vibe when booking. 67% would pay more for better vibes. The #1 factor shaping a hotel's vibe? **Customer service** — ahead of interiors, lighting, or music. #### **4. Generative AI** Generative AI will transform how people plan and book travel in 2024. 79% of Korean travelers (vs. ~50% globally) are willing to use generative AI for their next trip — the highest rate worldwide. --- ⚠️ All rights reserved. Cite this piece as 'ONDA (온다)' when quoting.