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5 Key Trends Shaping Events Industry and Group Travel in 2024



Sophie Hulgard, Chief Sales Officer for Accor, emphasizes that the future of the events industry is marked by resilience, innovation, and transformation, as highlighted in Accor's 2024 trends report. This sentiment is echoed by other industry leaders, including Hilton Hotels & Resorts and Marriott International in the Caribbean and Latin America, which have also released their trend predictions for 2024.


So, in this article, we will be exploring the 5 key trends that are about to shape the events industry and group traveling in 2024.


1.    Wellness and Work-Life Balance:

All three reports emphasize the growing importance of wellness and work-life balance in travel experiences. Marriott's report reveals that travelers are increasingly interested in diverse wellness activities, ranging from jiu-jitsu to mindful practices like yoga. The focus on well-being extends to corporate events like trade fairs, with a shift towards experiences that nourish exhibitors both professionally and personally. This trend also fuels the rise of “bleisure” travel, blending business with leisure experiences.


2.    Cultural Immersion:

Immersion in local cultures is gaining momentum, with travelers seeking authentic experiences that allow them to connect with new cultures and communities. Marriott's findings indicate a strong desire for activities that support local communities, such as language immersion and culinary exploration. Similarly, Hilton highlights the increasing emphasis on experiences over material possessions, particularly in the realm of dining, culture, and connections.


3.    Sustainability:

Sustainability remains a key focus, with a majority of travelers expressing a desire to minimize their environmental impact. Both Marriott and Hilton reports underscore the importance of eco-friendly practices and community support, reflecting a broader industry commitment to responsible travel.


4.    Customization and Experiential Elements:

The trend towards personalized and experiential travel experiences continues to shape the events industry. Accor emphasizes the importance of creating memorable experiences that go beyond traditional meeting rooms, influencing venue selection and event design. Marriott's report also highlights the importance of adaptability and alignment with evolving program goals.


5.    Convenience-Centered Technology:

Technology plays an increasingly pivotal role in enhancing the travel and event experience. Accor's report identifies the potential of AI to transform the meetings and events sector through data analysis and personalized content creation. Hilton's findings reveal a strong preference for online booking and seamless, intuitive technology solutions that complement human-centric hospitality experiences.


In navigating the multifaceted landscape of 2024's trends in events and group travel, partnering with a seasoned market growth expert is essential for harnessing these opportunities effectively. UltraTend emerges as the ideal partner for businesses seeking to capitalize on these key trends, from sustainability to technological innovation. With a comprehensive understanding of the evolving industry landscape, UltraTend is well-equipped to tailor strategies that align with these emerging trends, ensuring sustainable growth and competitive advantage.


As the industry continues to evolve, UltraTend's expertise and forward-thinking approach position them as the perfect market growth partner for 2024, facilitating a seamless transition into a new era of experiential and responsible travel and events. Reach out now for a free consultation by calling +44 20 3807 9480 or dropping your query at sales@ultratend.com 


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