To understand how we will think about travel in 2023, Booking.com commissioned an extensive survey with more than 24,000 travellers in 32 countries and territories.1 and combined it with the company's insights as a leading digital travel platform to be able to share seven travel predictions.
In a transformative era where war, societal polarisation, rising inflation and urgent concerns surrounding climate change are radically altering the world, people are torn between what matters to them and the demands of everyday life. The travel trends for 2023 reflect this sentiment, showing that travellers' needs are pulling in many different directions in their desire to adapt to a changing time.
- Back to nature
Camouflaged cabins, cooking over an open fire and compasses – in 2023, it’s all about getting out into nature. After a few chaotic years marked by natural disasters, political unrest and a global pandemic, many have lost faith in the world and the superficial comforts of our modern lives. Over a third (37 %) of Swedish travellers want simpler travel experiences where they can get out into nature. They want holidays where they can escape reality (46 %), relax and live life with minimal necessities (37 %). Swedish travellers are also keen to use their trips in 2023 as an opportunity to learn survival skills (51 %), such as how to find clean water (49 %), light a fire from scratch (36 %), forage for food in the wild (35 %) and even prepare for an apocalypse (33 %).
Expect to see a wider range of eco-friendly and earth-based stays to cater to the needs of burnt-out city dwellers seeking simplicity and accommodation that guides guests on how to become more self-sufficient, for example by finding and preparing their own food during their stay. More wilderness survival schools, where travellers learn the skills needed to survive a disaster, are also predicted to emerge around the world.
”However, ”back to nature’ does not necessarily mean that comfort will be sidelined in 2023. It is a common perception among many Swedish travellers (54%) that a stay in the countryside means having to give up comforts, but there is a strong desire to combine nature and luxury. However, 35 % of travellers would only consider a nature holiday if they could stay in more luxurious accommodation.
And to what extent do travellers actually want to disconnect from the outside world in 2023? Half of Swedish travellers (50 %) regard mobile and internet connectivity at their destination as a non-negotiable requirement – so this group of travellers won’t venture into the wilderness without 5G.
- Virtual travellers
In the past, space travel was seen as ambitious and beyond our reach. But now space travel is a reality – what’s the next step? Almost a third (29 %) of Swedish travellers say they will use virtual reality next year to find inspiration for their trips. 2023 will therefore be the year when travel seriously enters the virtual 3D world of the metaverse, which is constantly evolving. A quarter (25 %) of travellers want to embark on a multi-day travel experience in virtual or augmented reality (VR/AR). The metaverse is not just an opportunity to try something before you buy it – it can inform, entertain and inspire people, and open the door to endless adventures. Travellers will no longer be limited by physical constraints and will be able to experiment with different travel experiences over the course of a year, as the worlds of the metaverse begin to recreate and reinvent destinations. Looking further ahead to beyond 2023, so-called haptics (the use of vibrations and touch to communicate with the user) will turn virtual travel into a realistic 3D experience, giving the sensation of, for example, touching soft sand and feeling the warmth of the sun.
Travellers will become more adventurous in their choice of real-world destinations after having first visited them in the metaverse as avatars – which is a major advantage for those who might feel apprehensive about travelling to a new place. 33 % of Swedish travellers are more likely to travel to places they would not previously have considered, after experiencing them in virtual reality.
But even though the metaverse offers travellers a new way to experience the world over the coming year, it won’t stop them from booking a ticket to their next destination – more than seven out of ten (73 %) say that a virtual experience integrated is enough to tick off a destination from the dream holiday list.
- Outside the comfort zone
Whether it’s down to pent-up energy, pent-up frustration or a newfound zest for life, the world is ready to immerse itself in other cultures and new experiences. A third (33 %) of Swedish travellers want to experience a complete culture shock in 2023 – whether that means travelling to a place with a completely different culture and language (46 %) or exploring lesser-known cities with hidden gems (34 %).
Forget the usual favourites – in 2023, travellers will be looking for unique holiday experiences that offer thrills, surprises and joy. Around two-thirds of Swedish travellers (67 %) are looking forward to experiences that take them ”outside their comfort zone” and test their limits. We will therefore see an increasing number of niche experiences that encourage people to take their travels to the extreme. Almost half (46 %) are on the hunt for the world’s most exotic delicacies, such as the hottest chilli pepper, and 31 % want to use their holidays to explore life in space, for example by looking out for aliens or UFOs.
It is perhaps not surprising that travellers seeking ”culture clashes” are also more willing to take risks – more than three in ten (34 %) want to buy a one-way ticket in 2023 and follow their instincts, wherever they may take them.
- The good old days
In an age of global instability and a desire to escape reality, people want to create travel experiences that remind them of the good old days. For 88 % of Swedish travellers, nostalgic trips – which can remind us of better times – are at the top of their wish list for 2023. There is a longing to immerse oneself in the romanticised era before digitalisation, even amongst Generations Y and Z who did not experience it. Over a fifth of travellers (22 %) are seeking experiences that evoke emotional, albeit fictional, memories of times gone by, for example by visiting landmarks from iconic retro films or choosing the bus as their main mode of transport to relive the school trips of their youth. Travellers no longer wish to sacrifice entertainment in favour of relaxation, and Swedish travellers are increasingly seeking out the adrenaline rushes of theme parks (46 %) and using their imagination by taking part in activities such as escape rooms, treasure hunts or building forts with giant building blocks.
Some people from Generation Y are now parents to young children, so destinations that were popular in the 80s and 90s will see a resurgence – for example Budva i Montenegro, a glamorous alternative to Saint Tropez for celebrities in the 80s, or Bolzano i Italy, which is popular for its retro-style Christmas markets. Both these destinations are on the list of trending destinations for 2023. Generation Y will be the first to book trips with a specific era as a theme, taking them back to a time they hold dear, and they are likely to book together with their family, as multi-generational family trips are high on the list of dream holidays for 2023.
- Journeys for inner peace and enjoyment
In 2023, wellbeing for the mind, body and soul will be taken to the next level on the journey. Travellers will seek out experiences to achieve inner peace and lose themselves completely, without limits, including less conventional methods of finding happiness. For travellers seeking inner balance, meditation and mindfulness trips remain popular (35 %), whilst more than one in three Swedish travellers (36 %) aim to find peace and tranquillity at a quiet retreat, and nearly two-fifths (37 %) would like to take a break and go on a trip focusing on, for example, mental health or important life milestones, such as the menopause or pregnancy. For those seeking more intense spiritual experiences, more experimental wellness experiences will be on the cards in 2023, as 30% of Swedish travellers would like to experience something out of the ordinary on their next wellness trip.
A quarter of Swedish travellers (25 %) say that more public discussion about sexual wellbeing, pleasure and sexual orientations is encouraging more people to go on an erotic holiday. Discreet destinations where travellers can experiment with bondage or explore specific fetishes are expected to become more mainstream in 2023, creating a safe space where travellers can explore their sexuality away from home.
- From daily routines to work adventures
The ability to work from anywhere is now just as common as paid holiday. In contrast, employees are now increasingly keen to set aside their holiday days for a complete escape from everyday life. A significant proportion of Swedish travellers (61 %) want their trips to be strictly work-free in 2023. However, although over two-fifths (42 %) are not interested in working whilst on holiday can to imagine going away on a conference or trip for work.
Business travel is therefore back on the agenda in 2023. However, unlike pre-pandemic work trips, employees are now asking for more opportunities to build a sense of community with their colleagues in person (outside the office), reflecting a growing need to combine work trips with productive social activities. In fact, 36 % of Swedish respondents are looking forward to their employers organising a business trip to bring people together, and more than two-fifths (43 %) would like their employers to use the money saved from the transition to remote or hybrid working on conferences or business trips.
Under 2023 will we therefore see more and more conference destinations where the focus will be on strengthening employee relationships and engaging in activities rather than working. Employers will turn the conference experience into a game, creating a world for their staff where they must cooperate. Think ”Survivor”-themed trips in luxury cabins or rural farmsteads with communal cooking and outdoor adventure activities, or crime-themed excursions where spy schools, detective courses, or CSI simulations are part of a treasure hunt.
This also benefits businesses – more than half (52 %) of Swedish respondents believe that exploring new places will inspire them to be more productive at work.
- Shoot to waste
Against the backdrop of global economic uncertainty, travellers will continue to prioritise travel in 2023, but will also be thinking about how to get the most out of their travel budget and what matters most to them. Worry-free travel will remain high on the wish list, and two-fifths of Swedish travellers (40 %) say they will still prioritise investing in a holiday. However, it will be crucial to keep the budget in mind. More than six in ten travellers (62 %) want better value for money on their trips.
In 2023, financially well-organised travel plans will be taken to the next level, as people take advantage of special offers, clever tips and well-chosen travel dates to reduce their travel budget (55 %) and prioritise value for money through discounts and loyalty schemes (42 %). Almost half of Swedish travellers (48 %) will try to save money by considering destinations during the low season or routes that take longer, whilst the majority (57 %) will plan their trips further in advance in the hope of securing a better price. Almost two-fifths (39 %) believe it is better to spend their travel budget on one or two longer holidays rather than on several shorter trips.
Similarly, surprisingly, many travellers are prepared to spend extra money on the parts of their trip that are most important to them. 36 %) admit that they plan to spend more money on their holidays to make up for the lack of travel over the past two years, and 41 % plan to splash out to get the most out of their trip, believing that every experience is worth the money.
Christin Schmidt, Regional Manager for Sweden on Booking.com, it says:
”If the past few years have taught us anything, it’s that travel shouldn't be taken for granted. This year’s travel trends report reveals the underlying tendency for conscious paradoxical behaviours that give us a greater sense of control amidst all the instability. It also shows a desire for travel to be a way to find moments of joy guilt-free and to escape the heavy reality we see in our news feeds. Our goal at Booking.com is therefore still to make it easier for everyone to find their unique travel joy in a more personal and connected way in the year ahead and beyond.
According to the press release.
