What Booking.com, Skyscanner (Trip.com), and Expedia are watching in 2024
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.
What's next? Research And Markets 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.
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.
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.
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.