Article Highlights:

  • 77% of women value travel experiences over material possessions, compared to 55% of men.
  • 43% of travelers embrace a YOLO – You Only Live Once – attitude, influencing their travel plans.
  • 81% of experienced travelers are planning more trips or maintaining the same number in 2024.
  • 34% of travelers are planning longer trips to maximize their travel experiences.
  • Nearly half of travelers are eager to visit new destinations, with 44% interested in more remote locations and 27% seeking riskier destinations.

 

The new normal for travel includes increased travel frequency and longer durations, according to the summer 2024 Global Rescue Traveler Sentiment and Safety Survey. The results highlight a significant and ongoing shift in priorities among seasoned travelers, revealing deeper insights into their motivations illustrating how experiences increasingly take precedence over material possessions, and how diverse motivations are reshaping travel plans for the coming year.

 

The Resilience of Travel Plans

The eagerness to travel is evident as survey respondents express a renewed commitment to exploring the world. Eight out of ten experienced travelers (81%) are either planning more trips (43%) or maintaining their current travel frequency (38%). This trend is fueled by a combination of factors, including a heightened sense of urgency to seize the moment, often captured by the YOLO (You Only Live Once) mentality, which resonates with 43% of respondents.

“The combination of individuals with more time, disposable income, and a carpe diem attitude is sustaining travel industry growth,” said Dan Richards, CEO of The Global Rescue Companies. This sentiment reflects a broader societal shift towards valuing experiences, particularly after the disruption of the pandemic.

 

Longer and Bolder Trips

A man hangs from a rope line above a river.
Hanging it all out there on this travel experience.

 

As travel aspirations evolve, many travelers are planning longer trips in 2024. A third of respondents (34%) aim to maximize their experiences away from home, indicating a desire for deeper engagement with their destinations. Additionally, nearly half (49%) are keen to explore new destinations, while 44% are inclined to venture into more remote locations. Interestingly, 27% are even pursuing riskier destinations, highlighting a boldness that was less prevalent in the past.

This willingness to embrace new challenges and explore less-traveled paths reflects a significant cultural shift. Despite ongoing global challenges, such as the war in Ukraine and conflicts in the Middle East, travelers appear undeterred. “Travelers are shrugging off concerns about international travel risks in favor of focusing on the benefits of exploration and adventure,” the survey notes.

 

Surge in Travel Industry: A Shift Toward Experience Over Possessions

A woman takes a photo of a glacier and mountains with her smartphone.
Material possessions don’t last forever, but experiences do.

 

One of the most striking revelations from the survey is the increasing value travelers place on experiences compared to material possessions. A substantial 77% of women surveyed indicated that travel experiences are more important to them than acquiring material goods. This sentiment is notably higher than the 55% of men who feel the same way.

Richards emphasized this trend: “While women and men both cherish travel, women are more likely to embrace the YOLO mindset, prioritizing experiences that enrich their lives over tangible possessions.”

The growing inclination toward valuing experiences is not merely anecdotal; it reflects a broader cultural shift. As women are projected to control 75% of all household discretionary spending by 2028, their emphasis on travel experiences is likely to influence travel marketing strategies significantly.

Stephanie Diamond, VP of Human Capital Management for Global Rescue, noted, “Studies suggest that women may prioritize work-life balance more than men,” further highlighting the distinct trends in travel preferences based on gender.

 

Diverse Destination Preferences

The tan sands of the Namibian desert under a blue sky.
Go ahead, take the trip.

 

The survey also highlighted fundamental differences in travel preferences between men and women.

More than a third of women (37%) prioritize natural landscapes—such as mountains, jungles, and glaciers—when choosing travel destinations. In contrast, men (37%) are more inclined to seek adventure activities, including scuba diving, skiing, and trekking. This divergence underscores the need for the travel industry to tailor its offerings to cater to these distinct preferences, ensuring that both adventure seekers and nature lovers find their ideal experiences.

 

Evolving Concerns in Travel

While the enthusiasm for travel is evident, concerns remain, particularly regarding health and safety. More than half of the travelers (51%) indicate that injury or illness is their biggest concern about future travel, surpassing traditional worries about civil unrest and terrorism, which account for only 15%. Other concerns include the loss of personal belongings (10%), trip cancellations (9%), natural disasters (6%), and being robbed (4%).

This shift in priority reflects the lasting impact of the pandemic on travel attitudes. The focus on health and safety emphasizes the need for the travel industry to adapt and reassure travelers through enhanced protocols and clear communication about safety measures.

 

A New Era of Travel

A man wearing a yellow down jacket looks at the northern lights in the mountains.
The northern lights are always an inspiring sight.

 

The findings from the Summer 2024 Global Rescue Traveler Sentiment and Safety Survey paint a vivid picture of a travel landscape that is dynamic and increasingly focused on experiences over possessions. As travelers emerge from the pandemic, they are redefining what it means to explore the world, valuing personal growth, adventure, and the creation of lasting memories.

This new era of travel reflects a collective desire to embrace life fully. The YOLO mindset is not merely a cliché but a guiding principle for many, prompting them to seize opportunities for exploration and connection. Travelers are increasingly prioritizing experiences that enrich their lives, aligning with a broader cultural shift toward valuing time spent in meaningful pursuits rather than accumulating material wealth.

 

The Role of Travel Companies

For travel companies and marketers, understanding these evolving sentiments is crucial. As women continue to emerge as significant decision-makers in travel spending, catering to their preferences and acknowledging their distinct travel motivations can lead to more personalized and appealing offerings. Companies must consider marketing strategies that resonate with the values of their target audience, emphasizing experiences that promote adventure, connection, and well-being.

Additionally, as more travelers express a desire for adventure in remote or risky destinations, travel companies should prioritize safety and transparency in communications regarding health and security protocols. Providing clear information about measures taken to ensure traveler safety can alleviate concerns and encourage bookings.

 

The Future of Travel

A woman swings from a tree swing with a treehouse above her in the clouds.
Authenticity, connection, and adventure: things travelers are swinging for these days.

 

The results of the survey suggest a robust future for the travel industry, driven by a blend of increased disposable income, a renewed appreciation for life, and a commitment to exploration. As travel becomes more accessible and diverse in its offerings, the industry must remain agile, adapting to changing traveler expectations and preferences.

Travelers are no longer content with superficial experiences; they seek authenticity, connection, and adventure. This trend is evident in the growing popularity of immersive travel experiences that allow individuals to engage deeply with local cultures, environments, and communities. By facilitating these connections and fostering a sense of belonging, travel companies can create more meaningful journeys for their clients.

 

Embracing Change and Adventure

As we look to the future, it’s clear that the essence of travel is changing. The focus is not solely on the destination but on the journey itself—the memories created, the connections forged, and the experiences that shape our lives. In this new era of travel, the world awaits, and the call to explore has never been more compelling. Whether it’s venturing into a remote wilderness, diving into the depths of the ocean, or simply enjoying the beauty of a serene landscape, the opportunities are endless, and the adventure beckons.

 

The Global Rescue Connection

A Global Rescue membership is crucial for travelers since it provides comprehensive safety and support services including access to emergency field rescue – which can be vital in remote areas – and medical evacuation, essential where local healthcare may be inadequate. Additionally, Global Rescue offers medical advisory and telehealth services, providing medical consultations via phone or video, which can be particularly useful when traveling far from home.

With a Global Rescue membership, international travelers can focus on enjoying their trip knowing they have reliable support in case of emergencies.