17 Travel Marketing Statistics in 2024 You Shouldn’t Miss
QR TIGER compiles crucial travel marketing statistics to keep you in the loop on the latest trends that are shaping the future of tourism and help you skyrocket your campaigns in 2024.
The coronavirus (COVID-19) pandemic was a devastating time for businesses, though the tourism sector took one of the biggest hits, with 2020 being labeled “the worst year in tourism history.”
In 2021, travel increased by only 13%. However, the UNWTO World Tourism Barometer then released a report showing a quick recovery of 88% by the end of 2023.
With borders opening and travel restrictions being lifted, long-awaited dream destinations are definitely back on people’s minds.
The emergence of online booking sites, quick assistance from travel agencies, and efficient airport check-ins have also made traveling smoother than ever before.
Travel marketers like you must be devising data-driven offline and online marketing strategies that pair tailor-made content with the right people to stay ahead of the curve.
In this article, we’ll discuss the latest trends driving the industry forward in 2024. These include popular social media platforms, what people—young and old—are most interested in, and how the best QR code generator can help increase the reach of your campaigns.
Table of Contents
What is travel marketing?
The art of advertising and selling goods and services that involve the travel sector is known as travel marketing.
This can cover anything from accommodations and transportation to activities. The ideal marketing model depends on what is being promoted.
For example, countries known for their popular filming locations can use pull marketing to attract visitors by using a travel QR code or publishing travel guides and appealing content on Instagram or TikTok.
It's also for travelers excited to experience what it’s like to step foot in their favorite onscreen worlds. Sharing ways to do that and more spells opportunities for surrounding businesses to thrive.
Why should the travel and tourism industry observe travel marketing trends?
These trends reflect variations in consumer preferences, which can help businesses in the industry to maximize their marketing efforts.
Paying attention to what’s popular now (e.g., the latest digital marketing software tools) and what will likely stay relevant long-term presents a competitive advantage.
Current travel marketing statistics to look out for
Glimpse what marketing trends are speaking to globetrotters, and learn a thing or two from those who are doing it right.
Social media is where 36.5% of travelers go for ideas
The social platforms that are making the most impact as of late are the following:
- Instagram. 35% of people use this site to spark travel inspiration. Once known for primarily being a photo-sharing space, Instagram has since introduced reels or short 30-second videos.
- These videos offer a new, snappy way of sharing picturesque experiences from trips all over the world. Its popularity doesn’t stop there, with over 729 million posts illustrating shimmering ocean waters and exquisite dishes.
- The majority of Instagram users (64.8 million) in the U.S. are between the ages of 24 and 34, while the minority (0.115 million) are between the ages of 13 and 17.
- TikTok. This addictive app has skyrocketed the consumption of short-form content, influencing platforms like YouTube and Instagram to follow suit.
- TikTok’s “travel” hashtag alone has already garnered up to 265.2 billion views in 2024, representing a sweeping desire and fascination for it.
- A national study by MGH found that around 52.5 million TikTok users have even traveled somewhere new after seeing a video showcasing it on the app.
- Facebook. The travel marketing statistics for Facebook might come as a surprise. Although rumors of its irrelevance come and go, it is actually far from it.
- This popular social networking website is still used by 57% of marketers and is among the lineup of platforms with the highest actual ROI.
QR code usage growth in tourism up to 210%
The popular QR (Quick Response) code is known for its subtle presence on product packaging, restaurant tables, and, more recently, business cards.
But these familiar codes are more versatile than you may give them credit for. QR codes, making a mark in almost every industry, are especially making waves in travel.
A Belgian study reveals an astounding 210% increase in QR code scans. For what exactly? Information on tram schedules, accessible audio guides, and more.
This QR code trend represents a promising, convenient, and accessible travel experience for potential new visitors.
48% likelihood of making travel plans from UGC
User-generated content (UGC), which is content made by individuals rather than companies, is often perceived as a more authentic channel for information.
Because of this, travelers are more compelled by photos, videos, and reviews shared by someone they know personally or online content creators they follow closely.
Poll says 1 in 3 prefer “dupes”
In the context of travel, dupes are more affordable alternatives to popular tourist destinations that tend to charge a higher price for things as small as souvenirs to grand attractions.
Aside from savings, these alternatives offer less crowded spaces and more chances to interact with locals and explore unexpected places and cuisines.
What started as a helpful travel marketing trend on TikTok has evolved into an opportunity for lesser-known cities and undiscovered gems to share the limelight and reap the economic benefits as well.
70% of accommodation bookings are via smartphones
Statista reports that hotels are the largest market within travel and tourism, with a projected market volume of US$426.40 billion in 2024.
In the age of information, travelers can easily browse for and book their accommodation directly from their smartphones, which is an invaluable perk for the industry.
Film and TV influence over 50% of consumers
With long anticipated media like Dune: Part Two (Italy), White Lotus: Season 3 (Thailand), and Bridgerton: Season 3 (UK) being released this year, ‘set-jetting’ or location vacations are in high demand.
Movie and TV show fans feel compelled to visit destinations after seeing them at home or in the cinema, and with the recent boom of streaming platforms, this interest has only grown.
Expected increase of 17.4% for inbound overnight stays
In a 2024 study by Statista, the travel industry statistics show a dramatic switch is taking place from when international travel plunged by 72% in 2020 to a current rebound of inbound overnight arrivals and outbound trips.
Why is this so? Towards the tail-end of the coronavirus (COVID-19) pandemic, many countries began to loosen their travel restrictions and reopened their borders.
In 2024, people will likely have more disposable income to splurge on relaxing trips to beautiful beaches, breathtaking mountain views, and glittering cityscapes.
24% of business travelers are bringing a friend or relative on business trips
There are multiple reasons for this. For one, business can feel all too transactional, but bringing a friend helps to establish trust with potential partners or clients.
Another reason for this is to maintain a work-life balance; travelers can work while also spending time with loved ones and creating lasting memories.
125% rise in searches for one-of-a-kind places
Business travel statistics show a whopping increase in searches for unique lodging, representing a desire for firsthand experience with local cultures.
In Japan, tourists might look for ryokans (traditional inns) or minshuku (family-run guesthouses). Similarly, India draws people to its ashrams (spiritual retreats), Morocco to its riads (traditional houses), and Thailand to its quaint floating bungalows on rivers.
70% would travel for a concert outside their hometown
Taylor Swift’s 2023 Eras Tour, being the highest-grossing tour on record, is one example of how live music has transformed into an economic phenomenon.
Big names like Swift, Beyonce, and Coldplay are even being credited for improving local economies.
Diehard fans are willing to go to the moon and back for their favorite artists, which means many are willing to spend on food, flights, and merchandise in other cities and countries.
42% are looking for outdoor amenities
The great outdoors is back in style, with more people wanting to reconnect with nature and spend quality time with loved ones, all from the comfort of the property.
Some of the most sought-after comforts include vacation homes with hot tubs, cold plunges, fire pits, ping-pong tables, and fruit trees.
80% prefer to make entire travel plans online
Hilton’s most recent Trends Global Survey shows that travelers prefer to make their travel plans entirely online—anything from booking hotels, rental cars, reservations at restaurants, translation apps, and more.
The internet offers handy 24/7 access to information, booking options, and comparisons, allowing travelers to plan at their own pace.
A 2024 report on QR code statistics also reveals an incline in QR code usage since airlines adopted them for better digital access to boarding passes.
The advantages of using online platforms to curate whole itineraries are endless, which makes it a no-brainer that they’re the preferred choice.
Travel statistics by age group
Thorough research can go a long way toward creating campaigns that resonate with specific or target demographics and their priorities.
Read on to understand the age-based customer behavior trends that are making the rounds in 2024:
Baby Boomers (1946-1964)
This aging population, with an age range of 60-78, has considerable disposable income from retirement savings or pension plans, which makes travel a tempting (and possible) option for them.
25% of Baby boomers seek out hotels that advertise high-quality mattresses. This comes from needing a good night’s rest to enjoy their trip fully.
Another noteworthy quality of this generation is that their vacations typically last over a week, longer than any other.
This may be because they have accumulated financial stability throughout their lives or because they value relaxation more.
Gen X (1965-1980)
Most people ages 44-59 are at a stage in their lives where they are trying to find a balance between their home life, careers, and making room for travel.
Understandably, this means Gen X has priorities that trump luxury vacations and dream destinations. The numbers say it all. In comparison to other generations, Gen X plans to travel the least.
Only 76% are preparing to travel as much as they used to. Meanwhile, it is 77% for Baby boomers, 84% for Millennials, and 79% for Gen Z.
As Gen X seems to be swamped with responsibilities, this might explain why 78% of them desire to feel taken care of when traveling.
Millennials (1981-1996)
Millennials are between the ages of 28 and 43. This population is generally known for being raised in the digital age when developing technology was starting to gain momentum.
According to Expedia, 65% of millennials are mindful about setting aside savings specifically for travel. Even more surprising is that 42% travel alone, the most of any generation.
While this may be true for other age groups, millennials are especially on the hunt for diverse travel activities, with 33% prioritizing cultural experiences, 30% desiring live music, and 26% attending sporting events.
Gen Z (1997-2012)
Finally, we have the generation currently between the ages of 12 and 27. They were shaped by rapidly advancing technology and a hyper-connected online space, making them all too familiar with digital platforms.
This is made apparent by the fact that 75% of Gen Z claim that different types of QR codes have improved their experiences in restaurants when traveling.
74% also prefer to make all their trip bookings and reservations online, while 36% base their destination of choice on what they see on social media, making them the primary audience for digital marketing campaigns.
Marketing ideas for travel and tourism
Need some inspiration in putting your business or attraction on the map? Here are some relevant ways you can do that:
Use the best QR code generator
As we know, QR codes in tourism travel industry are in high demand. What better way to use this fine technology than by working with a competent QR code maker?
How can you tell which is best? Look for a generator that offers a wide range of QR code solutions, is compliant with data privacy regulations, and has features like QR code tracking and multi-language support.
Using QR codes for marketing is nothing new, but you can use them in smart and strategic ways so that they reach the right people at the right time.
Incorporate a video marketing approach
Videos tell a story. Whether it’s a high-production drone shot of sprawling beaches or short personal diary clips, videos can capture the emotion of attractions and cultures in a way that other mediums can’t.
Another perk of adding videos to your marketing strategy is that they are easily shareable across social media platforms, making them more likely to reach a wider audience.
This is also where observations of travel statistics by age group can be useful.
By looking for patterns among specific demographics and which groups are more likely to engage with video content, businesses can tailor it to resonate better.
Partner with local businesses
Why? It’s simple. Many tourists and seasoned travelers alike are looking for the real deal. By joining forces with local businesses, you can offer travelers unique insights into the way of life of certain communities and cultures.
These partnerships also build a positive image for the travel industry, as supporting local businesses usually means more environmental sustainability and memorable stories to tell friends back home.
The best QR code generator features for tourism
- Smart integrations. A capable QR code maker can connect with versatile automation tools like Zapier and CRM platforms like HubSpot and Google Analytics to track customer insights.
- Dynamic QR codes. Consider using a generator offering dynamic QR codes so you can freely make, update, and change your marketing campaigns whenever you like. You can also monitor how well they are doing by tracking engagement.
- Safe and secure. QR TIGER is a good example of a comprehensive QR code platform that complies with data privacy regulations like the California Consumer Privacy Act of 2018 (CCPA) and the General Data Protection Regulation (GDPR).
New travel trends are taking flight, and so should your strategies
As the world of technology, marketing, and consumer behavior continues to evolve, so must the travel and tourism industry. Times and people are changing, as represented by travel marketing statistics, with specific interests at the forefront.
From concerts, set-jetting, comfortable mattresses, and the irresistible allure of outdoor amenities, 2024 poses an exciting time to pack a bag and hop on the next train or plane to somewhere new.
By embracing data-driven forecasting, you can expect to find the most visited social media, the best QR code generator features that QR TIGER has to offer, and age-specific travel trends that are motivating different people to get up and go.
FAQs
Why is marketing important in the travel industry?
It establishes a strong brand identity for businesses connected to the industry, attracting new visitors and encouraging them to avail of travel services.
Good marketing also gives companies a competitive foothold, insight into customer trends, and communicates social responsibility.
What are the statistics for travel SEO?
A high conversion rate is necessary to achieve successful marketing in travel and tourism. Most brands reach 4.7%, while top performers get 23%.
What are travel marketing statistics?
These are statistics that show relevant trends, behaviors, and patterns connected to the travel and tourism industry. They highlight noteworthy areas that businesses or marketers can use to engage today’s travelers.
