Global Hotel Alliance Reveals Destination Hotspots for 2024

●      Japan and Thailand top the list, followed by Spain, Canada and Hawaii

●      Europe most popular regional destination with global travellers

●      Asia revealed as staycation hotspot, led by China, Thailand and Malaysia

●      China makes a huge travel comeback with most leisure trips planned

●      Quest for new experiences and destinations continues to drive travel decisions

●      Main travel inspirations are social media and friends and family recommendations

●      Loyalty programme websites are now the main source for research and booking

Global Hotel Alliance (GHA), the world’s largest alliance of independent hotel brands including Minor Hotels, has revealed the most popular destinations for 2024 and what is motivating travellers to visit them.

Japan and Thailand top the list, followed by Spain, Canada and Hawaii, a survey of its GHA DISCOVERY loyalty programme members found, with the desire to try new destinations and experiences a key motivation behind travel decisions

Europe has emerged as the most sought-after region to visit next year, while staycations are booming in Asia, led by members in China, who are planning more than five on average, followed by Thailand and Malaysia with more than four.

Similar to last year’s survey, GHA DISCOVERY members’ travel plans are predominantly driven by leisure. Across regions most respondents are planning to take no more than one business trip on average and 2-4 trips for leisure.

The strong rebound of Asian outbound travel is also clear, once again led by China where members have six to seven leisure trips planned (a 6.8 average), closely followed by Hong Kong (6.7) Thailand (6.4) and Germany (6.1). The Middle East and Africa stands out too, with travellers in these regions planning almost equal business and leisure trips (4.9 vs. 4.0) in 2024.

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The Team

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