These Trends Will Shape Our Travel Experience in 2023

As we approach 2023, various factors will influence our travel choices this year. The economy, along with fears of a potential recession, plays a significant role. Coupled with the rising costs of nearly everything due to inflation, travelers are being more mindful of their expenses. However, despite financial worries, consumer surveys reveal that after nearly three years of pandemic restrictions, travelers are eager to plan and book trips with renewed enthusiasm this year.

While planning their journeys, individuals are also seeking to reconnect with friends, family, and the world around them. As they explore, they are increasingly conscious of their environmental impact. Health, wellness, and food considerations are at the forefront as we focus more on our mental health and overall well-being.

Considering all these elements, here are the six trends that will shape our travel in 2023.

Exploring Off-the-Beaten-Path Destinations

Travelers are moving away from popular routes in favor of hidden, lesser-known destinations. This shift is driven by increased awareness of the negative impacts of overtourism on heavily visited areas, as well as a desire to discover fresh, unique locations. In 2023, expect to see travelers gravitating towards hidden gems like Lyon for culinary experiences instead of Paris, and opting for volcanic hikes in the Azores rather than Hawai‘i. According to Skift Research, 70 percent of millennials and Gen Zs express a desire for travel experiences that their family and friends may not know about.

Airbnb’s “anywhere” search feature—just input your travel dates and guest count for distant suggestions—along with filters for off-the-grid lodgings, shepherd’s huts, and “OMG!” accommodations, are excellent tools for finding travel surprises. Additionally, Booking.com has launched a new list of the most welcoming cities globally (based on hotel and transit reviews), featuring intriguing destinations like Polignano a Mare, Italy; Hualien City, Taiwan; and Klaipeda, Lithuania.

Wellness Emphasizing the Healing Power of Nature

The pandemic prompted travelers to seek refuge in nature—or at least local parks—for comfort in socially distanced environments, while also igniting a newfound appreciation for the physical and mental health benefits of disconnecting and enjoying the beauty around us. We’ve learned that nature offers more than just stunning views; it serves as a rejuvenating, endorphin-boosting, stress-relieving escape. As a result, biophilic design is becoming prominent, seen in places like the upcoming Pittsburgh International Airport expansion, which features baggage claim areas that lead into outdoor gardens, and Ambiente, a Landscape Hotel in Sedona, launching this month with 40 glass-walled cubes to enhance the experience of Arizona’s high desert.

Forest bathing, inspired by the Japanese practice of shinrin-yoku, involves meditative nature walks and has been woven into fundamental wellness treatments and experiences. Connect with nature at Forestis, a wellness lodge in Italy’s Dolomites, which incorporates ancient forest reverence through its Druid-inspired Wdya movement techniques. Guests can also enjoy alternating hot and cold pools, along with sauna sessions at the new World Spa in New York City, an authentic urban sanctuary.

The Emergence of Budget-Conscious Travelers

Whether driven by the pressures of inflation, a sustainable rejection of consumerism, or simply the need to satisfy wanderlust, travelers are embarking on adventures with tighter budgets. The benefits of thrift are evident in the resale clothing market—the secondhand apparel industry is expected to grow three times faster than traditional retail by 2026, according to online reseller ThredUp. Travelers can snag used Patagonia ski jackets from emerging online retailers like Out&Back Outdoor, rent camping gear instead of purchasing it from outfitters like Arrive Outdoors, and explore the world affordably through the expanding hostel-meets-coworking concept by Selina. A survey by Hotels.com revealed that nearly 25% of global travelers plan to adopt a more frugal approach in 2023.

More Eco-Friendly Travel Options on the Horizon

In 2023, the travel sector is truly beginning to align its actions with its climate commitments. A recent survey of 11,000 global travelers by Expedia Group Media Solutions found that 90% are actively seeking sustainable travel options. Half of the respondents indicated a willingness to pay extra for environmentally friendly trips. This significant demand is prompting the industry to take meaningful steps. For instance, England's room2 hotels are pioneering “whole life net zero” initiatives that consider emissions from construction to eventual demolition. Major player Marriott International plans to introduce a search filter for sustainable hotels this year. Additionally, G Adventures provides a “ripple score” for each trip, reflecting the amount of money retained within the local economy, factoring in elements like local food sourcing.

According to J.D. Power, which measures consumer satisfaction in rental cars, more rental agencies are expected to offer electric vehicles this year, motivated by government incentives and the desire to attract eco-conscious customers. Meanwhile, decarbonizing aviation remains a longer-term goal; the development of waste-oil-based sustainable aviation fuel (SAF) is essential for achieving net-zero carbon emissions by 2050, though significant investment is still required. Airlines like Swiss are experimenting with hydrodynamic fuselage designs to minimize drag, and ongoing innovations in air travel are expected. Initiatives such as France’s ban on domestic flights that are shorter than 2.5 hours are encouraging more travelers to opt for train travel, which is a more sustainable choice.

Vacation Rentals Featuring Chef-Quality Kitchens

The World Food Travel Association reports that over half of leisure travelers identify as food enthusiasts, eager to engage in food tours, cooking classes, wine tastings, craft brewery visits, and explore local markets. This interest in sourcing from markets and wineries has fueled a demand for vacation homes equipped with high-end kitchens.

A recent study by vacation rental platform Vrbo revealed that more than half of travelers looking for group accommodations prioritize cooking facilities, often as a way to save money and foster group bonding. Airbnb has introduced a filter for “chef’s kitchens,” showcasing options like a Wisconsin lakeside estate featuring Viking appliances and a Spanish villa in downtown Avila Beach with a spacious gourmet kitchen. Vrbo highlighted that the most sought-after cooking features include outdoor kitchens, pizza ovens, and on-site gardens providing fresh produce.

Hotels are designing distinctive spaces for gatherings and celebrations

Hilton’s 2023 trends report highlights a surge in small group travel for celebrations, no matter the actual occasion—imagine celebrating a milestone birthday a couple of years later than planned. With travelers eager to reconnect in 2023, and vacation rentals often restricting gatherings, hotels are creating designated areas for small groups of friends or family to come together and celebrate.

“The pandemic has broadened multigenerational travel to encompass all types of groups, prompting hotels to foster these connections by designing entire floors that can be completely secluded,” explains Jack Ezon, founder of the luxury travel agency Embark Beyond in New York City. The Atticus Hotel in Oregon’s Willamette Valley is seeing a surge in bookings for its five-bedded Bunkhouse room. Bode hotels in Nashville and Chattanooga cater to friends with adjoining apartments, while groups of four can enjoy shared accommodations at The Pad in Silverthorne, Colorado.