Social media platform Pinterest released its Summer 2024 Travel Report highlighting travel-related searches and trip planning trends.
“With its ability to elevate public interest in traveling and outdoor adventures, Pinterest can be a source of inspiration among consumers who are eager to embark on an RV road trip and visit their favorite outdoor destinations,” said the RV Industry Association (RVIA).
Eight out of 10 weekly Pinterest users turn to Pinterest when planning their summer escapades. Since last year, searches for “travel vision board” and “packing guide” have skyrocketed by 210% and 480% respectively as travelers curate their bucket lists and gear up for summer journeys.
In 2024, wellness travel will take over. As the hustle and bustle of daily life takes its toll, travelers seek a digital detox and solace in serene landscapes and rejuvenating experiences, Pinterest said.
“Say goodbye to crowded cities and hello to off-the-beaten-path destinations that promise tranquility and self-discovery. Adventure travel for the adrenaline-seekers, mysterious places that add thrill and wonder, and nature travel are all on the rise,” it said.
Solo travel will be a big theme of 2024 as individuals seek personal growth and reflection. Simultaneously, Gen Zers are embracing the opportunity to forge deeper connections with friends through intimate, budget-friendly road trips.
Emerging from the cocoon of post-pandemic lockdowns, a profound appreciation for “adventure activities” (searches up 45% year on year) seems to be increasing worldwide. Pinterest said it’s a testament to seeking exhilaration, a reconnection with nature and a departure from the mundane — a collective yearning for experiences that offer an adrenaline rush, immersion in nature and elevation of the spirit. Achieving goals in adventurous settings can foster a sense of accomplishment and empowerment. Adventure travel also provides opportunities for personal growth, physical and mental wellness, and sustainable tourism practices that align with the evolving priorities in the modern world.
- Among top trending adventure travel activities, “mountaineering” is up 40%, “adventure camping” is up 44% and “hiking trail” is up 94%. Top adventure destinations include a Tanzania safari and nature trip in the Philippines.
On the other end, the quest for a quieter, more serene lifestyle is rising, with searches for “quiet life” soaring by 530%. The longing for simplicity has extended to travel — since last year, searches for “quiet places” and “calm places” increased by 50% and 42% respectively. Many sought-after nature destinations offer a respite from the constant buzz of connectivity and digital distractions, providing a much-needed break.
“Solo travel emerges as a liberating choice, granting individuals the freedom to craft their itinerary, pace and priorities without compromise. Whether basking in the tranquility of a secluded beach or meandering through serene countryside landscapes, these experiences contribute to self-care and overall wellbeing,” the report said.
- Among top quiet travel trends, “solo travel” is up 35%, “glamping aesthetic” is up 260% and “national park” is up 250%. Trending quiet life destinations include Okinawa, Japan, and the English countryside.
Searches for enigmatic locales are rising as travelers crave places shrouded in mystery and allure, promising a blend of wonder, adventure and the unexplored.
“From ethereal natural landscapes to ancient, whispering ruins, these hidden gems ignite the imagination of artists and call out to travelers in pursuit of spiritual enlightenment and transcendence. Venturing into the depths of ancient cities or uncovering forgotten realms becomes a daring odyssey, pushing boundaries and unravelling profound truths about oneself and the world,” the report said.
- Among “quest for wonder” trends, “places on Earth that do not feel real” is up 240%, with “calming nature” up 340% and “beautiful places in the world” up 150%, in addition to upticks for searches on exploring abandoned places and ancient cities.
In addition, Gen Z Pinterest users are increasingly searching for road trips and travel with friends as an affordable, more accessible travel option to split costs and be spontaneous. While solo adventures hold appeal, traveling with friends fosters meaningful connections and cultivates shared experiences.
“Road trips offer the freedom to savor every moment of the journey, creating opportunities to strengthen bonds and forge unforgettable memories in an intimate setting,” the report said.
- Among trending Gen Z searches, “what to bring on a road trip” is up 66%, “places to go with friends” is up 50% and “nature with friends” is up 50%. The top Gen Z destination is Jasper, Canada.
Read the full Summer 2024 Travel Report here.
