Single-destination travel is no longer in vogue; it’s being replaced by multi-destination or “city hopping.” Loyalty programs are gone — price-conscious travelers are looking for better deals.
KAYAK, the world’s travel search engine, today launched its WTF – What the Future report, revealing eight travel predictions for the period up to 2030.
Compiled in partnership with The Future Laboratory, one of the world’s leading futures consulting firms, the report includes socio-cultural research, interviews with KAYAK executives and external experts, surveys of 9,100 respondents in nine countries, and a detailed analysis of KAYAK user behavior.
KAYAK 2030: Travel Predictions
AI Agents
A new wave of travel agents is emerging, focusing on personalized travel experiences. Modern travelers seek flexibility (38%), customized itineraries (37%), and value AI tools for planning (17%). By 2030, virtual AI Assistants will handle a variety of travel arrangements, offering tailored trips and securing the best deals effortlessly.
“AI is already rapidly improving customer support for travel delays and itinerary changes. It’s also suggesting personalized recommendations of places to visit and things to do. The next big step forward will be automated bookings – and we’re already making KAYAK AI agent-friendly,” stated Steve Hafner, CEO of KAYAK.
By 2030, travelers will prioritize multi-stop trips over single destination vacations. For 66% of survey respondents, travel ranks as a top priority, signaling a growing desire to explore. As visa regulations relax worldwide, governments and destinations are gearing up for the rise of city-jumping travelers.
Vitamin T
By 2030, the value of a trip will hinge on wellness scores. KAYAK notes a surge in wellness travel, with pools as the top searched hotel amenity globally, followed by hot tubs, spas, and fitness facilities. 60% of travelers prioritize relaxation, while 13% emphasize health and wellness. Destinations promoting longevity will become sought-after additions to travelers’ bucket lists.
From browsing feeds to booking trips, travelers will use social media as a booking platform. Currently, 36% of travelers find trip inspiration on social platforms, a trend expected to grow by 2030. KAYAK predicts social media will shift from inspiration to a full-fledged travel shopping channel, with apps serving as travel storefronts.
Virtual Voyages
By 2030, travel will feature holographic concierges and automatic airfare refunds. Travelers anticipate virtual hotel room previews (35%) and almost 10% of air passengers expect in-flight VR entertainment for an immersive experience. The future of travel is set to exceed expectations with innovative technologies.
LIT – Low Intensity Travel
The shift toward unexplored destinations will challenge today’s top travel spots. Concerns over overtourism and carbon footprint (14%) will influence future travel decisions. The quest for unventured experiences will shift from adventurers to conscious travelers, becoming a mainstream travel priority.
Spiritual Sidequests
From silent retreats to genealogical investigations, Spiritual Sidequests will have their moment by 2030, with more and more travellers wanting to pair exploring a destination with exploring their inner self to grow and heal.
Disloyalty Programs
Loyalty Programs will adapt to meet the demands of price-conscious travelers. 29% of travelers want personalized Loyalty rewards, such as receiving refunds when air ticket prices go down (32%). With 72% anticipating higher travel prices in the future, travelers are prioritizing savings and will switch brands for better deals.
For travelers that want to get in on the trends now, here’s a reference guide:
Learn more about KAYAK’s WTF predictions HERE.