Digital marketing platform Sojern has released its latest travel data before the holiday season. The data reveals that despite economic concerns and inflation, more travelers are opting for luxury accommodations and experiences.
The report indicates that road trips are becoming more popular than air travel compared to 2023. Upscale and luxury hotel prices have increased 1.7% and 1.4%, respectively, while economy lodging prices remain stable.
Sojern’s Chief Revenue Officer, Noreen Henry, noted that travelers are willing to pay a premium for experiences in popular and more expensive cities. This trend was evident during Taylor Swift’s Eras Tour, where European city bookings increased by 65% and hotel room prices soared by 154%.
Data shows that an estimated 4.7 million people flew over the Thanksgiving holiday, with flight bookings up 4% in 2024 compared to the same time in 2023. Orlando was the most popular Thanksgiving flight destination.
For Christmas, domestic travel dropped by 15%, while travel to Europe and Asia increased by 2% and 9%, respectively. Top domestic destinations included Honolulu, New York, and Orlando. Internationally, most travelers chose Mexico, the United Kingdom, Canada, and the Dominican Republic.
European cities continue to attract international travelers during the holiday season. However, European domestic flight bookings are down 26%. Instead, Europeans are choosing to travel to Asia, Latin America, and non-conflict countries within the Middle East and Africa.
London, Germany, Austria, and Paris are some of the most popular European destinations. Despite decreased domestic travel within France, Italy, and Spain, international travel increased by 13% and 11% respectively.
Travel to Abu Dhabi and Saudi Arabia has increased ahead of significant events and peak travel season. The Abu Dhabi Grand Prix and Saudi Arabia’s peak travel season have increased flight bookings.
Traditional ski destinations like the German and Swiss Alps are still in demand. However, Japan is emerging as a new favorite, with hotel bookings increasing by a staggering 417%.
Despite Chinese New Year being a major travel season in Asia Pacific, bookings are currently down for 2025. Singapore, China’s top destination for the holiday, has seen a decrease of 11.55% in hotel bookings overall.
The report concludes by noting that travelers are increasingly seeking experiences and are willing to spend more, driving up both costs and expectations. As a response, the travel industry is adopting innovative solutions like Generative AI to deliver personalized experiences at scale.
