Travel is no longer just an escape anymore; it's becoming a way of life as the world moves into 2024. According to Booking.com's research, 78% of people now feel more alive when they travel, and 68% want to bring their vacation selves into their everyday lives.

Booking.com's insights, combined with research from over 27,000 travellers across 33 countries, reveal seven types of travellers to watch for in 2024:

1. (Alter) ego enthusiasts

In 2024, travellers will embrace their alter egos on vacation, with 37% creating stories about their lives. Travellers find anonymity and the chance to recreate themselves while on vacation, with 68% feeling they are the best version of themselves during their travels. Over 57% experience 'main character energy' while on vacation. Digital alter egos will venture into real-world destinations, bringing their fantasies to life.

2. Cool-cationers

Heatwaves and climate change concerns are driving travellers to seek cooler destinations, with 51% saying climate change affects their travel plans. Water-centric vacations, offering relaxation and relief from the heat, are on the rise. Three-quarters of travellers instantly feel more relaxed near water, and 36% are interested in water-centric vacations. Water-based wellness, including floating yoga and ice therapy, will become popular.

3. Surrender seekers

In 2024, travellers want to embrace the unknown and venture off the beaten path, with 52% open to booking surprise trips. Travellers aim to break free from rigid plans and allow spontaneity to guide their journeys, with 69% preferring loose plans. AI will play a significant role, with 48% willing to trust AI for trip planning.

4. Culinary excavators

Food is a focal point for 2024 travellers. Nearly two-thirds (61%) want to explore the origins of a destination's must-eat delicacies. Travellers aim to preserve traditional dishes and explore indigenous cuisines, with 81% wanting to try indigenous foods. Experiential 'phygital' food experiences will become popular, combining physical and digital elements for a multisensory adventure.

5. Reboot retreaters

Amid global instability and hectic lives, travellers are seeking self-improvement retreats in 2024. Sleep tourism and matchmaking holidays are on the rise, with 58% of travellers travelling for uninterrupted sleep and 39% open to finding a partner while travelling. Many parents (58%) are travelling solo to prioritise self-care.

6. A la carte affluencers

Travellers in 2024 seek luxury on a budget, with 56% relying on AI to upgrade their experiences. Many travellers plan to visit destinations with a lower cost of living (50%), while 51% will pay for day passes to use five-star hotel amenities. Travelling closer to home and picking luxe-for-less destinations will be a trend.

7. Mindful aesthetes

Travellers are becoming more conscious of their choices, seeking sustainable and stylish accommodations that focus on environmental features. Over half (53%) want accommodations with sustainable innovations. They will seek unique experiences with locals and access to remote locations, and are also willing to contribute to conservation efforts while experiencing mindful and responsible travel.