In the anticipated landscape of 2024 travel, experts say that a shift is underway as individuals seek journeys imbued with purpose, driven by the imperative to make their adventures impactful and transformative. The Black Tomato team’s report on the topic forecasts distinct trends in that vein, highlighting the prioritization of togetherness for some, the motivational power of passion points for others and a shared intention to create positive change and lasting memories. Read on for a preview of what to expect in the travel space in 2024.
Marrakech, Morocco
Group Therapy
While some predicted group travel would peak post- pandemic, we’ve seen it have a lasting, positive impact with private group bookings continuing to be a dominant trend. Travelers have expressed their desire for meaningful shared reconnection...
At Black Tomato, bookings for eight or more people have increased 35% in 2022 vs 2019 and groups now account for 30% of bookings, well into 2024. Sales from multi-generational families to large groups of friends are at an all-time high, reflecting a strong desire from groups who are prioritizing coming together over going it alone.
This burgeoning trend spurred us to launch (in October 2023) ‘See You in the Moment’, Black Tomato’s take on friction-free bespoke group travel, with over 35 rare and remarkable travel experiences aimed at inspiring groups to come together for a seminal shared moment. A natural evolution of Black Tomato’s pioneering and transformational travel services like Get Lost and Bring it Back, See You in the Moment taps into the psychology of travel, where – in our increasingly disconnected world – bonding over shared experiences fosters a profound sense of belonging and togetherness.
We’ve seen across the industry as a whole that curated group travel will continue to shape consumer demand for years to come. This is supported by The Leading Hotels of the World, whose CEO Shannon Knapp observed, “In 2023 group bookings of three rooms or more grew 33% from last year (2022) and 67% from 2019, showing that social travel is very much on the rise.” Meanwhile, hospitality technology platform Amadeus recently reported an increase in group travel bookings up by 18%, with 12 million more hotel rooms booked in H1 2023 than in H1 2022.
Frontier Tourism
'Frontier travel’ represents a determination from our clients to discover somewhere new while confronting their own personal ‘frontiers’....
Think: the chance to be the first to camp amidst the stars somewhere undiscovered, or to hike an ancient trail and make a pilgrimage as others have done for thousands of years before.
Like a sacred quest trekking the Kumano Kodo, winding through the mountains of Kii in Japan. Pointedly, this embraces how markedly personal individual challenges, both mental and physical, can be. This trend goes beyond bragging rights and is more akin to self- empowerment and the gratification of pushing our own horizons.
Few destinations are more emblematic of this than the Mitre Peninsula in Argentina’s remote southernmost region, where we are designing a wildly intrepid new expedition in 2024. Or in Peru, where clients are seeking under-the-radar alternatives to over-touristed sites. Here, we are priming an adventure at the farthest source of the Amazon to navigate the otherwise inaccessible Ancient Valley of the Incas by raft, aided by extraordinary campsites set up along the way (part of our ‘See You in the Moment’ offering under ‘The Challenge’ category). Our Co-Founder James and Head of Special Projects Rob recently undertook this very journey as part of a research trip to Peru, where they charted an entirely new route above the wild Urubamba (read their ‘field notes’ here).
The New Luxury: Soak in the Silence
Charles Bukowski once quipped: “People empty me. I have to get away to refill”. Frequently, this sentiment is echoed by our travelers who are seeking out destinations and properties to soothe their souls by soaking in silence...
In a world increasingly polluted by noise, it’s a rare luxury to find absolute silence. But this isn’t just about silent retreats, but discovering peace and stillness in distant environs, and experiencing the therapeutic effects of solitude. National parks are such places, where the only audible sounds are the stirrings of nature, and time spent within them is known to have the power to refuel your soul. This idea is wholly supported by the important work of Quiet Parks International, who have built a movement to preserve the silence of the national park systems.
Destinations like Namibia’s Skeleton coast, where the only noise comes from the sand moving down dunes and the wind on your shirt, provides one of the most powerful hits of wellbeing in the world. Our Get Lost service has seen a notable uptick in popularity in recent months, tapping into the psychology behind disconnection.
Bookings for Black Tomato’s signature Blink camps, set up in some of the world’s most remote locations, has grown by more than 40% since 2021, and their popularity comes from balancing the appeal of connecting with different cultures while having a specially designed respite in destinations enveloped by silence.
Modern Day Pilgrimages
Traveling to a destination to seek out a venerated restaurant isn’t new. But more and more, culinary passions are acting as a catalyst for travelers to delve deeper. Requests are increasingly more specific...
For many, food has become deified and coveted dishes, such as a particular type of ceviche – served at a remote family-run restaurant in Peru – or a certain honey that has been lauded for years in Sicily are encouraging people to trace these dishes back to their origins.
This trend of embarking on a type of 'modern-day pilgrimage' can be seen taking place throughout the world. One such example is in Sicily, where our clients have loved learning to cook with a local family in their home overlooking Mount Etna, while also savoring local honey and learning about the importance of protecting the Sicilian black bee. Or through a slow and deliberate discovery of hidden wine regions in places like Pueblo Eden, dubbed the ‘Tuscany of Uruguay’ by those in the know (including Francis Mallman). Or for those with a passion for mixology, our James Bond-inspired Assignment: Europe offers up an exclusive vintage martini masterclass, utilizing ultra-rare cocktail ingredients to recreate the truest expression of the legendary vesper martini.
