Where are travelers planning to vacation this spring? What kind of trips are they taking? And what factors are driving those decisions?
Following is a roundup of the trends taking hold across the travel industry for spring of 2024. (Note: This story will be updated as new trend reports are released, and was last edited on March 6, 2024.)
Trends From Squaremouth
Trend 1: Soaring Travel Prices
Among the most significant spring trends reported by travel insurance comparison platform Squaremouth is the soaring cost of travel. Consumers are spending roughly $800 more per trip this year than they did in 2023, a year-over-year increase of 11%. And these climbing costs represent a longer-term trend, as well — 2024 marks the third consecutive year that spring travel prices have risen, though this year saw the highest jump (2022 prices rose 6.9% year over year, while 2023 costs increased by 5.2%).
Spring trips have been rising in cost for three consecutive years.
Credit: 2024 SquaremouthTrend 2: Europe Remains Hot
European destinations continue to be the most popular spots for travel this spring, a continuation of post-pandemic demand for the region that has driven high pricing and low availability in traditional hotspots. In fact, Squaremouth reports that 47% of all insurance policies sold for spring getaways include a European nation, despite above-average trip costs.
A trip to Italy, for instance (the most popular destination for the season), is running travelers an average of $10,000, while a Scotland vacation (the No. 2 destination) is averaging $8,500 per trip. The cost to visit Spain (fourth on the list) is averaging $8,700, while France trips (fifth on the list) are up to an average of $9,600.
Other international destinations in high demand include Mexico (No. 3), Japan (No. 6), Greece (No. 7), Portugal (No. 8), the Netherlands (No. 9) and the Bahamas (No. 10).
Popular spring destinations with the lowest average trip costs, on the other hand, include Bermuda ($4,000), Mexico ($4,700), the Dominican Republic ($4,700), Jamaica ($4,700) and Aruba ($5,100).
Trend 3: Travelers Seek Adventure
In a Squaremouth poll of more than 3,250 travel insurance customers about their upcoming spring trips, 42% of respondents say the purpose of their getaway is to “look for adventure.” The company also found that sales for sports and activities are up 23% from last year, with hiking/trekking, scuba diving, horseback riding, safaris and cycling ranking as the most commonly insured activities among travelers this spring.
In terms of destinations, Squaremouth is seeing the biggest increase in interest for adventure travel to Australia, Peru, Switzerland, New Zealand, Japan, South Africa, Iceland, Nepal, Chile and Costa Rica.
Trends From Priceline
Trend 1: Asia Is on the Rise
According to new data from Priceline, travel to Asia is trending upward, based on soaring search activity. Hotspots include Hong Kong (with searches up nearly 400%); Taipei, Taiwan (up 361%); and Bangkok, Thailand (up 149%).
Trend 2: “Shoulder Cities” Offer Affordable Alternatives
While traditional spring break destinations like Miami and Orlando in Florida remain popular, some travelers are turning to nearby “shoulder cities” as a more affordable alternative. Priceline specifically names Kissimmee, Fla., as an Orlando alternative that’s on the rise, with searches for hotels in the area up 20%.
Trend 3: Top Destinations for Affordable Flights
At a time when flight prices have soared to top European destinations, Priceline revealed the cities with the most affordable airfare costs for spring. In the U.S., cities that top this list include New York; Tampa, Fla.; Chicago; Boston; Detroit; and Orlando. On the international side, travelers will find the best airfare rates to cities such as Toronto, Canada; Santiago, Dominican Republic; Santo Domingo, Dominican Republic; San Salvador, El Salvador; Guatemala City, Guatemala; and Panama City, Panama.
Trend 4: Hottest Destinations by Search Volume
When examining the volume of searches for spring getaways in various cities, Priceline found that the “trendiest” international destinations based on flight search data include Panama City; Phuket, Thailand; Lagos, Nigeria; Lima, Peru; Sydney, Australia; and Tokyo. Based on hotel searches, the list of global hotspots includes Kyoto, Japan; Bangkok, Thailand; Singapore; Phuket; Tokyo; and Manila, Philippines.
Multiple surveys have revealed high interest in Australia this spring.
Credit: 2024 South Australia Tourism CommissionOn the domestic side, Priceline saw the most flight searches for St. Thomas, U.S. Virgin Islands; Fresno, Calif.; and Colorado Springs, Colo. By hotel search, the trendiest destinations come in as San Juan, Puerto Rico; Kissimmee; and Orlando.
Trends From AAA Travel
Trend 1: Travelers Head to Florida
New AAA Travel booking data revealed that Florida is its top destination for spring break this year. The company names Orlando, as well as Fort Lauderdale and Miami (for cruises) as the main destinations where spring breakers are headed.
Trend 2: Strong Cruise Bookings
AAA’s data also shows that cruising is in high demand this spring, with a 28% increase in bookings for March and April compared to last year's season. Cruising from Florida is especially popular, with a 60% increase in bookings for sailings departing from South Florida.
Trend 3: More Travelers Are Going Abroad
Compared to last spring, more clients are planning to take an international trip this year. According to AAA, international flight bookings are up 20%, while hotel bookings have risen 37%. The most popular travel spots are all European cities, including London, Paris, Rome, Dublin and Amsterdam.
Trends From Allianz Partners
Trend 1: Spending Is Up
After analyzing more than 3.4 million spring flight itineraries of five to eight days, Allianz Partners revealed that spring travel spending is up 7.9% from 2023, with trips averaging $4,681 this year.
Trend 2: Hot Domestic Destinations
Among the trips it studied, the travel insurance company found that 76% of spring break trips this year are domestic.
Its list of hot U.S. destinations this season is topped by Orlando, followed by Phoenix, Ariz.; Las Vegas; New York City; Fort Lauderdale; Los Angeles; Miami; Tampa; Salt Lake City, Utah; and Fort Meyers, Fla.
Trend 3: Sun and Sand Rule International Bookings
The 24% of Americans traveling outside the U.S. are mostly headed to warm-weather locales, which took nine of the 10 spots on Allianz’s list of top international destinations. Cancun, Mexico, came in first on that list, followed by San Jose del Cabo, Mexico; Punta Cana, Dominican Republic; Puerto Vallarta, Mexico; Montego Bay, Jamaica; Nassau, the Bahamas; Oranjestad, Aruba; London; Providenciales Island, Turks and Caicos; and Liberia, Costa Rica.
Trends From Vacasa
Trend 1: Fewer Americans Will Vacation This Spring
New survey data from vacation rental home management platform Vacasa indicates that 55% of Americans plan to take a vacation this spring, down from 65% in 2023 and 56% in 2022.
Concerns about rising costs for the season (as reported above by Squaremouth) may be a contributing factor, as 84% of respondents say they have shifted their plans or planning behavior to be more budget conscious. In fact, among the 45% of Americans not traveling this spring, most (57%) cite budget-related barriers as the reason, including trying to save money (26%), inflation (20%) or not being financially able to take a vacation (35%).
Overcrowding also appears to be a deterrent, with Vacasa reporting that among those not traveling for spring break, the top reason is wanting to avoid crowds (44%).
Among those who are traveling this season, the most popular reasons include family-related events (36%), outdoor recreation (32%), friend-related events (26%), festivals/concerts (21%) and exploring national parks (21%). Travelers are also looking to unplug and disconnect (31%) or feel inspired/fulfilled (28%).
Trend 2: Weekend Getaways and U.S. Vacations Rule
Domestic vacations are most popular this spring according to Vacasa’s data, with 85% of respondents staying stateside (up from 76% in 2023). With travelers staying closer to home (25% are staycationing in their area), weekend getaways are the most popular choice for 87% of spring vacationers. Holiday weekends — including Memorial Day (29%), Mother’s Day (24%) and Easter (24%) — are especially popular.
Waterfront destinations are in high demand this spring, with 58% of travelers opting for a coastal getaway (compared to 48% last year). Meanwhile, 31% are headed to urban/city destinations, 29% to leisure destinations and 27% to attraction-based destinations.
When it comes to accommodations, 36% of travelers will stay in a vacation rental, up from 31% last spring.
