Recently, the media have covered topics spanning from short-haul city breaks and the best spring Mediterranean destinations to off-the-beaten-track and hidden gems, plus the luxury world of the uber-rich. There has been a large focus on affordability, adventure and avoiding overtourism. It’s important to note, however, that spring travel prices have climbed for the third consecutive year, with 2024 seeing the most significant surge. According to the travel insurance company Squaremouth, prices rose 11% from 2023 to 2024.
Dining is evolving to be more culturally driven as the world has become more connected through social media, resulting in an expansion in the definition and expectation of “fine dining.” Both the culinary and hospitality industries have become increasingly interwoven this year as evidenced from the many “best of” listicles and awards. Diners are demonstrating that they will travel for food experiences, cruise ships are showcasing legendary chefs and hosting food festivals, and hotels are being opened by restaurateurs and increasingly incorporating high-quality dining options as a focal point of their offerings, recognising the crucial role food plays in guest satisfaction. Culinary experiences are no longer confined to stand-alone restaurants but are woven into the fabric of hotel stays, from gourmet room service to immersive cooking classes and themed dining events. We have seen the arrival of the MICHELIN Guide “Keys” in 2024, establishing a new benchmark for travellers as well as offering an alternative standard for hotels in terms of their focus and quality of service.
The following is a summary of global travel trends and industry shifts that our PR teams in the UK, Europe and the U.S. have compiled from recent media feedback, widespread coverage, industry conferences and webinars:
TRENDS IMPACTING THE TRAVEL INDUSTRY
• MICHELIN Guide Introduces “The MICHELIN Key”:Launched in 2024 as a “new rating system,” it will aim to recognise hotels based on factors including location, design, service, uniqueness and value. The new system recommends more than 5,000 hotels throughout 120 countries in a broad range of prices and styles. The MICHELIN Key emerges as a fresh global standard for travellers, directing them to hotels known for their unique concept and outstanding quality of hospitality and service.
• The Rise of “Air Cruises”:The uber-rich are taking to the skies. Due to take off in 2028, the company Hybrid Air Vehicles is developing the Airlander 10, the first “superyacht of the sky.” According to Globetrender, it will take guests away on once-in-a-lifetime experiences, offering a completely new way of travelling. The Independent also touts the emergence of ultra high-end travel experiences, with demand increasing among affluent individuals following the pandemic.
• Travel Through Nostalgia:Last year, Booking.com’s Travel Forecast for 2023 found that 88% of travellers wanted nostalgic getaways for the year ahead. Over the last few months, the media have been particularly interested in this type of travel. Whether it’s travelling back to a country where you previously lived/worked or places that remind you of your childhood, the intention is sparking cherished memories through travel. Freelance travel writer Katie Bowman wrote a feature for The Times on travelling back to Thailand to the backpacker spots where she met her husband.
• “Coolcations”:According to Condé Nast Traveller, “coolcationing” is one of the biggest travel trends to expect in 2024. British travel company Iglu Cruise saw demand for Arctic destinations increase by 235% in 2023 compared to the year before. Now that spring is upon us, the media have been highlighting colder destinations such as Iceland and Norway over traditional sun-soaked getaways for travellers who want to avoid upcoming heat waves during their summer holidays.
• Dupe Destinations:More affordable dupe destinations will continue to be a trend throughout 2024. BBC News recently wrote that travellers are opting for lesser-known destinations that provide a similar experience to pricier hot spots, bypassing the more popular choices in favour of budget-friendly alternatives. Expedia’s latest report found a huge increase in searches over the past year for destination dupes, including searches for Taipei that surged 2,786% globally and for Pattaya that rose 249%.
TRENDS IMPACTING CULINARY INDUSTRY
• Chef Platforms Gaining Traction:Chef platforms, themed dining events and chef collaborations are gaining popularity, enabling customers to taste the culinary world in new and exciting ways and allowing chefs and restaurateurs more options for sharing their work with wider audiences. Places like Resident and Platform by JBF are examples of ways chefs are taking their food and brands out of their kitchens to create unique experiences for dining enthusiasts. Resident is making use of the sharing economy model by presenting MICHELIN-grade culinary events in luxury accommodation across the city, and JBF is tapping into its rich network of award-winning chefs for daily events in its public-facing space in the new Market 57 food hall.
• Carbon Neutral Is the New Gold Standard: According to Virtuoso, the must-have amenity on everyone’s lips is zero emissions. As hotels, tour operators and cruise lines all race to reduce their emissions, the trend is also alive and well within the culinary industry. From agritourism to zero waste, chefs and industry insiders are embracing and finding ways to address climate change. Last month, the James Beard Foundation joined forces with José Andrés’ Global Food Institute at The George Washington University to launch a climate campaign aimed at educating chefs and lawmakers on the impact of climate change on restaurants. In addition, Anthony Myint, co-founder of the 2020 James Beard Foundation Humanitarian of the Year winner, Zero Foodprint, attended The New York Times’ Climate Forward Summit to discuss how his organisation is poised to help restaurants nationally address the problem by supporting regenerative farming practices – a process that helps put atmospheric carbon back into the soil.
• America Is Rediscovering Its Culinary Roots:While the great Julia Child, Jacques Pépin and James Beard introduced gastronomy to American audiences largely through the lens of French cooking and European flavours, more contemporary Americans have begun to discover the many cultures and backgrounds that define their own culinary profile. In “best of” lists from The New York Times to Bon Appétit and beyond, we are seeing evidence of America’s interest in exploring the many foods that make up their culture and supporting the chefs pushing it forward. The trend is evident in awards, with the James Beard Awards recognising a diverse array of chefs representing the best of America’s culinary ideas, from Native American, African American and Caribbean-inspired cuisines, to flavours originating from regions of South Asia, and more.
• Social Media on the Plate:According to a recent report from Food Insight, we will see social media continue to impact food choices and tastes. According to data, 51% of Americans say they have tried a new recipe, 42% say they have tried a new brand or product, 29% say they have tried a new restaurant and 28% say they have reevaluated their relationship with food – all as a result of social media content.
• Third-Culture Cuisine:According to The Washington Post, third-culture cuisine involves a fusion of cultural flavours typically based on the chef’s background. From egusi dumplings (a Nigerian stew in a dumpling) and suya beef short ribs that become African spiced pastrami sandwiches, both on the menu at The New York Times’ pick for America’s best restaurant Tatiana, to the Japanese comfort food that combines Japanese and Italian cooking at 2024 JBF nominee Perry’s in Washington, D.C. – these chefs are redefining their place in the culinary spectrum, and food writers and critics are happily coming along for the ride.
UK MEDIA SHIFTS
• Emilee Tombs has been appointed commissioning editor for travel at The Telegraph, previously serving as deputy editor at Sunday.
• Christine Morley has been appointed acting travel editor at Woman’s Weekly and Woman & Home.
• George Chesterton has been appointed as senior features writer at The Telegraph, previously serving as executive editor at the Evening Standard.
U.S. MEDIA SHIFTS
• Emma Lux is moving on from the “Today” show to become a talent manager for Digital Brand Architects.
• Abigail Demarest is now full time at EatingWell as the publication’s news, trending and updates editor.
• Kayla Stewart is now interim editor at Eater Houston.
