In a session at the winter 2023 RR Summit, Lee Dreyfus of Expedia Group dissected Unpack ‘24, a detailed report on up-and-coming trends in travel based on a global consumer survey of 20,000 travelers in 14 countries, plus first-party data from Expedia, Hotels.com, and Vrbo.
This webinar covered how travelers will be planning for trips in 2024 and their evolving priorities and preferences, plus how you can tap into these trends to your advantage. The following are four highlights of many data-driven takeaways from the session that will help you get more bookings and create the best experience for your vacation rental guests.
To watch the entire session, join or log into the RR Network BETA and head to the Replays & Downloads library.
- Outdoor amenities
When it comes to booking vacation rentals, it’s what’s on the outside that may count in 2024, Lee said. Vacation rentals with outdoor amenities, especially those that travelers don’t have at home, are enticing guests to book. About 42% of travelers booked vacation homes with amenities that they either can’t afford at home or that they want to try out before buying, according to Expedia Group’s survey.
“For example, I’ve always wanted to try out a pizza oven. I would probably book a place that had one,” Lee said.
Almost 30% of travelers say they would choose a vacation rental with outdoor amenities that would allow them to enjoy their vacation without leaving the property. Some of the trending amenities that travelers are interested in include:
- Hot tubs
- Cold plunges
- barrel saunas
- ping pong tables
- pickleball courts
- Lawn games
- Fire pits
- Grills
- Outdoor kitchens
- Gardens
Check out Rent Responsibly’s Gear Guides series in the RR Network for important things to know before purchasing outdoor amenities.
- Set jetting toward tourism
“Set jetting” means turning to television shows or films to find travel inspiration and then booking a trip to that destination. More than half of travelers say they researched or booked a trip to a destination after seeing it on a show or movie, according to Expedia’s survey. The trend emerged in 2023 and is expected to grow in popularity in 2024, Lee said.
“In fact, I myself saw a hotel on Apple TV that I thought was awesome. It was in a show starring Eugene Levy. I researched it afterwards, and I booked it,” Lee said.
Film and television take advantage of this wishful thinking. Vacation rental businesses can piggyback off this trend by marketing their properties with references to these shows and movies, Lee said.
Even if your property isn’t in or near one of these destinations, you could also use them for inspiration when refurbishing or updating your property’s design to give guests that film-set feel.
Concerts are another source of inspiration for travelers. Expedia Group’s survey found that
40% of travelers are more likely to take a trip to watch a concert in 2024 than they were last year, and nearly 70% of respondents claim they’re more likely to travel to a concert outside of their own town. About 44% say they would travel for a concert just as an excuse to visit a new destination.
Keep up to date on concerts and events coming to your area so that you can market your property far in advance – up to 18 months – and adjust your prices accordingly, Lee said.
Read also: What to know before short-term renting around big destination events
- “Go-ccasions” and group celebration travel
In addition to celebrating traditional holidays and milestone moments, like birthdays and anniversaries, families and groups of friends are looking for any reason to take a trip together, Lee said. Vrbo research shows that one-third of respondents plan to take more trips in 2024, and groups are finding more reasons to travel, beyond the usual girls’ weekends and college reunions.
“Guests are looking for any excuse to travel. So make sure you’re capturing that demand by encouraging guests to leave reviews of your property and include anecdotes of their celebrations, and specifically how your property made that a better experience,” Lee said.
For more specific tips on how to capture these spontaneous guests looking for a fun group getaway, join or log into the RR Network BETA and head to the Replays & Downloads library.
- Sustainability
Sustainability has been a growing concern in the travel industry for some time, but Vrbo’s most recent survey solidifies its importance in appealing to guests. A whopping 90% of consumers are looking for sustainable options when traveling. Half are willing to pay more for sustainable lodging or activities, and that affects your average daily rate, Lee said.
“Not everyone necessarily cares or practices sustainability in the same way,” Lee said. “But if your goal is to get more business, you may want to provide [sustainability] as an option to your travelers.”
Sustainability can also fit in nicely with promoting local businesses and unique features about your destination, so do your job as a host to highlight local attractions that will enhance your guests’ experiences.
“Help travelers understand what makes your location special and unique,” Lee suggested. “ If you can do this, you will see things showing up in your reviews, and travelers will have that extra special experience that they were hoping for.”
For more ideas on how to make your vacation rental more sustainable, join or log into the RR Network BETA and head to the Articles & Guides library.
