New research calls 2023 the year of the “no-normal” in travel

New research calls 2023 the year of the “no-normal” in travel

January 16th, 2023

Recent research by Expedia, and VRBO calls 2023 the year of the “no-normal.”  Travelers are seeking new experiences, new destinations and in new ways this year. 

Expedia Brands’ data also shows a surge in trips to culture capitals, wellness retreats and outdoor destinations beyond beaches and mountains.

Culture Capitals – Travelers are ready to travel to urban areas again, according to this report.  Visitors are seeking experiences and celebrations, festivals and events across the country and world.

Film/TV Inspired Tourism – Two-thirds of travelers have considered and nearly 40 percent have booked travel to Film or TV Inspired locations after viewing them.

Hotel Choices – While travelers are interested in luxury, they are more interested in amenities, quality interiors and unique vibes, but at a more economy price.  Searches for three-star and under hotels are down, as nearly a quarter of global travelers plan to be more frugal in 2023.

Wellness – Wellness travel continues to be popular, but this year the quirkier the better.  Alternative wellness activities such as laughter therapy and food boot camps are increasingly more popular than traditional wellness trip types.

Foodies – Travelers who stay in rentals and cook are not just doing so to be cost effective, but for the experience.  More than half of travelers seeking rentals say that cooking amenities are one of the most important criteria.  The top five cooking amenities are outdoor kitchens, fancy coffee machines, air fryers, pizza ovens and access to gardens with fresh produce.

Ranch Retreats – Travel to beaches and mountains aren’t the only popular trip types.  Ranches, lodges and farmhouses are growing in popularity.

Story courtesy Visit NC NewsLink, a weekly e-newsletter from the Economic Development Partnership of North Carolina. NewsLink provides information to nearly 4,800 tourism industry leaders, media and government representatives across the state. It distributes valuable information on Visit NC’s marketing and promotional efforts, tourism-related research, state, national and international trends, media leads, updates on conferences and events, and more.

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