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Travel trends for the 2024 holiday season according to Google. Google has named the main travel trends for summer 2024.
Summer traditionally remains the most popular time for holidays, when millions of people set off on journeys around the world. However, external factors such as extreme heat and safety concerns can affect travellers’ plans and shift their preferences. Google analysts have examined fresh search data and identified the key trends that will dominate this summer.
The most important takeaways from Google and Euromonitor about how we travel in summer 2024:
Travellers are choosing “affordable luxury”: they want stylish, comfortable stays and better service, but with smart spending and strong value for money.
Sport and music drive trips: the Olympic and Paralympic Games, EURO 2024 and major festivals inspire people to build their holidays around big events.
International rail travel and eco-tourism are booming: trains are becoming a convenient, greener alternative to short-haul flights.
There is a clear rise in spontaneous trips: a big share of summer bookings is made just days before departure, stretching the traditional peak season.
Artificial intelligence is turning into a personal travel assistant: it helps to find deals, craft itineraries and generate fresh inspiration.
1. Affordable luxury travel
1. Роскошные бюджетные путешествия. Путешественники все чаще стремятся к роскошному отдыху, но при этом ищут соотношение цены и качества. По данным Google Trends, запросы на "лучшее" значительно превышают запросы на "дешевое". 54% путешественников готовы платить за повышение класса проживания, а 47% — за улучшение обслуживания рейса или поезда, если это не будет слишком дорого. Популярность приобретают и "направления-обманки" — бюджетные места, обладающие всей роскошью своих более дорогих аналогов.
2. Sport, music and entertainment
2. Спорт, музыка и развлечения. Лето 2024 года будет особенно насыщенным спортивными и культурными мероприятиями. В Европе пройдут Олимпийские и Паралимпийские игры во Франции и Евро-2024 в Германии. Euromonitor прогнозирует рост продаж пакетов спортивного туризма на 15%. Музыкальные концерты и фестивали, такие как европейский этап тура Тейлор Свифт Eras, также внесут свою лепту в развитие местной экономики.
3. International journeys by train
3. Международные поездки на поезде. Экотуризм и путешествия на поезде приобретают особое значение. По данным Euromonitor, железнодорожный транспорт является самой быстрорастущей категорией путешествий в мире, с ростом более чем на 35% в 2023-2024 годах. Французский парламент запретил рейсы на короткие расстояния, а Испания и Германия предлагают большие скидки и бесплатные железнодорожные перевозки. Google Search теперь предлагает маршруты поездов как альтернативу перелетам.
4. Spontaneous trips
4. Спонтанные поездки. Аналитики отмечают значительный рост спонтанных бронирований: 48% европейских бронирований в августе прошлого года были сделаны за неделю до отъезда. Пик летнего сезона "растягивается" за счет поиска лучшего соотношения цены и качества.
5. AI-powered travel planning
5. Помощь искусственного интеллекта. Искусственный интеллект активно используется в туристической индустрии. Приложения на базе AI, такие как Hopper, помогают находить лучшие предложения отелей и авиабилетов. Google Search, Maps и Lens превращаются в удобные планировщики поездок. Появляются и новые специализированные инструменты, такие как Layla и Travelstart, которые предлагают персонализированные предложения и идеи для путешествий.
Source: thinkwithgoogle.com
21.06.2024
How to ride the 2024 travel trends this summer
Use the season’s trends as inspiration for your own holiday. If you like the idea of affordable luxury, look for high-rated but not overly hyped resorts and keep an eye on hotel promotions. Often, upgrading to a better room category costs less than you’d expect.
If you enjoy atmosphere and strong emotions, combine your trip with a major sports event or a music festival: check calendars for concerts, tours and local celebrations across Europe and beyond. These trips are remembered not only for the places you visit, but also for the energy of the crowds.
Try travelling by train: many countries now offer attractive rail passes, discounts and special deals. You can easily turn one holiday into a mini-tour through several cities with stops along the way.
Don’t be afraid of spontaneity: leave a free “window” in your calendar for a 3–4 day escape. To save time, experiment with AI-powered apps and services – they can suggest itinerary ideas, show cheaper date ranges and highlight convenient combinations of flights, trains and hotels.
1-day itinerary in “affordable luxury” style
Morning. Start in a city that’s easy to reach by train or a short-haul flight. Choose a cosy café or brunch spot with a great view or interesting design instead of the priciest restaurant in the centre – you still get that “treat yourself” feeling without blowing the budget.
Midday and afternoon. Visit one key landmark or museum, then wander through less touristy neighbourhoods. Look for green spaces, riverfronts or quieter streets where you can feel the city’s everyday rhythm rather than just its postcard highlights.
Evening. Book a table in advance at a well-reviewed, but not necessarily famous, restaurant. Very often these hidden gems offer the best balance of price, food quality, ambience and service.
Use maps and search tools to plan: check ratings, reviews and photos, and let AI suggestions help you discover spots and micro-routes that fit your personal travel style.
2-day itinerary inspired by trains, sports and festivals
Day 1 – arrival and first impressions. Arrive by train in a major European city hosting matches, competitions or concerts. Check into a mid-range hotel with excellent reviews – the perfect example of “best value for money”.
Spend the day exploring the historic centre, local markets and streets full of cafés and bars. In the evening, go to a match, concert or fan zone – tickets should be secured in advance, as demand rises sharply during big events.
Day 2 – day trip to the surroundings. Use the rail network for a day trip to a nearby city or region – to the sea, the mountains or wine country. Many countries offer special day passes that let you make several journeys on a single ticket.
Along the way, mix walks with local tastings and photo stops. In the evening, return by train to your base city, avoiding airport queues and stress. AI-driven services can help you pick the best departure times, connections and show you live timetables at a glance.
How to get there: flights, trains and smarter search
When planning summer trips, think not only about ticket prices, but also about the overall comfort of the route. For short distances, trains often make more sense: less hassle with security checks, more space, and the chance to work or relax en route.
For longer routes, combine flights and rail. For example, fly into a major European hub, then continue by train across the country or region, taking advantage of promotional fares and rail passes.
Modern search engines already surface train routes as an alternative to flights, while AI-powered apps help you track price trends, find the most favourable departure dates and send alerts when fares drop.
Use filters for total travel time, layover duration and transport type – this way you can build an itinerary that’s convenient, budget-friendly and aligned with the growing trend towards more conscious, low-stress travel.
FAQ: Common questions about summer 2024 travel trends
What does the “affordable luxury” trend actually mean?
It’s about getting high levels of comfort and memorable experiences without overspending – shifting the focus from “the cheapest option” to “the best value for money”.
Should I still book accommodation in advance if last-minute trips are on the rise?
If you have fixed dates or you’re travelling for a specific event, it’s safer to book early. Spontaneous bookings work best for flexible travellers who can adapt dates and destinations to good deals.
How can I find cheaper “look-alike” destinations that still feel premium?
Compare ratings, reviews and photos, not just brand-name locations. Nearby, less famous towns and regions often offer a similar vibe and quality at a far more relaxed price point.
Are travellers really willing to pay more for comfort in 2024?
Yes. Studies cited by Google show that many travellers are ready to pay extra for better rooms or service, as long as the price increase clearly translates into a better overall experience.
Why are sports-related trips so popular in summer 2024?
Major events like the Olympic and Paralympic Games and football tournaments attract fans from all over the world, and many people choose to combine their holiday with the atmosphere of these competitions.
Is it a good idea to plan my holiday around a music festival?
Yes – if you enjoy live music, it’s a great way to mix travel and culture. You’ll discover the destination through its events, streets and nightlife, not just through daytime sightseeing.
How reliable are international train journeys?
In many European countries, rail networks are very well developed and punctual. Still, it’s wise to check schedules, seasonal changes and any planned engineering works in advance.
How do I choose between train and plane for the same route?
Look beyond price: factor in total journey time, the trip to the airport or station, the number of connections and the comfort level. For shorter distances, trains are often calmer and more convenient.
How can AI help me find the best flights and hotels?
AI-driven tools analyse huge numbers of offers, track price trends, suggest cheaper dates and filter options according to your budget and preferences – often in a single interface.
Can AI fully replace a human travel agent?
AI is fantastic for search and comparison, but for complex multi-stop itineraries, special needs or crisis situations, an experienced human expert is still extremely valuable.
Is it safe to rely on last-minute bookings in summer?
In high season, last-minute deals work best for flexible solo travellers and couples. Families or larger groups risk limited choice or higher prices, so they are usually better off booking ahead.
Will the 2024 travel trends remain relevant in coming years?
Many trends – like train travel, event-based trips, affordable luxury and digital assistants – are long-term shifts, so ideas from summer 2024 will be useful for planning future holidays too.
