Transformative Travel Trends in 2024

Travel has always been tied to exploring new destinations, attractions and environments. However, a new trend is gaining momentum.

Hilton highlights that the number one reason for travel in 2024 is to rest and recharge, underscoring the increasing importance of quality sleep and relaxation in today’s fast-paced world. Instead of venturing outward, many travelers are focusing on self-discovery and introspection. This emerging form of wellness tourism emphasizes inward exploration, aiming to foster personal connections, enhance individual well-being and even prolong lifespan. The wellness tourism industry, valued at $822 billion in 2022, is projected to nearly triple to almost $2 trillion by 2032. This boom indicates the growing demand for and opportunity for hoteliers to highlight special R&R experiences.

According to Hilton, the top reason for travel in 2024 is to rest and recharge.

See how you can take advantage of this new trend and provide the type of experiences wellness seekers crave.


Help Travelers Book a Digital Detox

There’s no denying most of us are more connected to our screens than ever. Digital overload is commonplace, and people need a change of scenery to break away—nearly 25% of North Americans say their top focus while traveling is to form a deeper connection with themselves.


To appeal to these introspective guests, hotels and resorts can strategically highlight features and services that position themselves as a peaceful oasis where guests can disconnect and recharge.


For instance, The Art of Living Retreat Center in the Blue Ridge Mountains of Boone, North Carolina, offers yoga, breathwork and ancient wisdom to help guests relax. Similarly, Silent Stay Meditation Center in Montecito, California, features silent sitting, silent meals and designated “non-doing periods” to ensure guests can escape the noise of day-to-day life.


While not all hotel and lodging locations are equipped to offer these types of experiences, there are lots of accessible ways to meet guests’ needs. Silent walking tours, meditation and yoga classes and secluded nature areas can provide diverse opportunities for digital detox and inner reflection.


Silent walking tours, meditation classes and secluded nature spots give guests space for reflection and digital detox.

Enhance Longevity (and Longer Stays)

For today’s travelers, wellness isn’t just about immediate relaxation—they’re also looking to boost overall health and vitality. Outlive, a recent best-selling book, and hit Netflix documentary Live to 100 have both contributed to increased interest in “well longevity.” In fact, venture-capital investment in longevity clinics more than doubled between 2021 and 2022.


Innovative, longevity-supporting amenities can be a key to differentiation for hotels and resorts. Some examples of “biohacks” offered in today’s lodging industry include the hyperbaric oxygen chamber at Kamalaya Wellness Sanctuary in Thailand, the RoseBar longevity program at Six Senses Ibiza with comprehensive diagnostic testing, and a health optimization and longevity center with cutting-edge therapies at the Four Seasons Resort in Maui.


While it may seem daunting to fully embrace longevity-focused offerings, there are plenty of approachable ways to cater to guests’ forever-young mentality. Collaborate with local health and wellness experts to provide treatments and programs within your establishment or focus investment on a specific area of holistic rejuvenation, such as a cryotherapy chamber or an infrared sauna.


Partner with local health and wellness companies for trials of longevity programs or treatments in your hotel or resort.

Seize the Opportunity

Unlock your potential to make a lasting impression through relaxation and rejuvenation. By embracing preferences for health and wellness destinations, you can lead the way in shaping the future of the lodging industry.


As a full-service marketing agency, Marriner can help you position your hotel or resort as a haven for relaxation and rejuvenation. Reach out to David Melnick at [email protected] or call 410.336.1000 to start crafting a unique strategy to inform your brand activations, digital presence and more.



  1. Hilton (2024) 2024 Trends Report
  2. GlobeNewswire (2023, December 13) Wellness Tourism Market to Reach USD 1,922.2 Billion by 2032: Rising Health Awareness, Says Market
  3. Travel Predictions 2024
  4. Yahoo Finance Ultra-Rich Trading Wealth for Health

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