Global Hotel Alliance Reveals Destination Hotspots for 2024 and What's Motivating Travellers to Visit Them

Book Your All Inclusive Vacation and save 25% in Atmosphere Hotels and Resorts, Maldives
Book Your All Inclusive Vacation and save 25% in Atmosphere Hotels and Resorts, Maldives
Follow us on social media to stay up-to-date on the latest news:
Follow Maldives Magazine social media
Follow Maldives Magazine social media
travel trends in 2024

21 December, 2023

Global Hotel Alliance (GHA), the world’s largest alliance of independent hotel brands including Minor Hotels, has revealed the most popular destinations for 2024 and what is motivating travellers to visit them.

Japan and Thailand top the list, followed by Spain, Canada and Hawaii, a survey of its GHA DISCOVERY loyalty programme members found, with the desire to try new destinations and experiences a key motivation behind travel decisions.

Europe has emerged as the most sought-after region to visit next year, while staycations are booming in Asia, led by members in China, who are planning more than five on average, followed by Thailand and Malaysia with more than four.

Similar to last year’s survey, GHA DISCOVERY members’ travel plans are predominantly driven by leisure. Across regions most respondents are planning to take no more than one business trip on average and 2-4 trips for leisure.

The strong rebound of Asian outbound travel is also clear, once again led by China where members have six to seven leisure trips planned (a 6.8 average), closely followed by Hong Kong (6.7) Thailand (6.4) and Germany (6.1). The Middle East and Africa stands out too, with travellers in these regions planning almost equal business and leisure trips (4.9 vs. 4.0) in 2024.

Member destination preferences by region include:

Asia: travellers are booking trips to Japan, China and Thailand, the same as in 2023, revealing an appetite to continue exploring intra-regional destinations.

Europe: residents favour Thailand and Japan for the second consecutive year, but have replaced their 2023 hotspot, the US, with a desire to dive deeper into their own region, with Spain and Italy at the top of the list.

Australia and New Zealand: travel-seekers are heading to Singapore and the UK in 2024, while Sydney is a city hotspot for a staycation. When travelling to Europe, there’s a desire to visit Portugal.

North America: residents are still planning vacations to Japan, a 2023 favourite, but have swapped trips to China for getaways in Hawaii, Spain and Thailand instead. This market has the least interest in staycations, with an average of just over two planned.

Middle East & North Africa: Japan remains in demand into 2024, but Canada and Oman are the new hot destinations for travellers based in this region, compared to Italy and Singapore in 2023.

Motivations, inspirations and preferences:

Social leads to bookings
Social media is the top inspiration source, with 75% of respondents saying they travel to new places after seeing friends’ posts, with Asia, Middle East and North Africa, and Oceania leading this trend. Travel magazines are still an important source in Europe and North America but recommendations from friends and family are the most influential.

Family and foodie breaks
Signalling a return to ‘normal’ demand patterns following the post-pandemic revenge travel movement, members are mostly opting for travel with their spouse or partner and intimate family trips, rather than solo adventures or mega-vacations with extended family. Foodie breaks are on the rise and have overtaken wellness getaways as the most desired travel experiences.

Loyalty programmes influence
Loyalty programme websites and apps are now the #1 choice across all regions for travel research and booking, a clear increase compared to 2023. This is followed by online travel agent sites and dedicated review portals, all preferred to brand and hotel sites, indicating that travellers want to search from a wide choice of options in one place to save time and effort.

When deciding what hotel to stay in, the quality of accommodation and the benefits of its loyalty programme are the most important factors. This marks a change from last year when location or neighbourhood and price were prioritised.

Upgrades in demand
Special rates and hotel benefits are seen as the most critical in-hotel loyalty benefits by members of loyalty programmes globally. The largest change is seen in Europe, where discounts were the top pick last year, but now benefits such as room upgrades, early check-in and late checkout are significantly more valued. Across regions, a staggering 70% of elite GHA DISCOVERY members place room upgrades at the top of their preferences, advocating for greater availability of this benefit.

“Travel is back on all fronts with every region thriving, and despite disruptions in certain markets, we are optimistic for another strong year in 2024” said Kristi Gole, Executive Vice President of Strategy at GHA. “Travellers are still willing to pay premium prices to get where they want and to stay in the best hotels, but they now expect the product and service levels to match and want loyalty programmes to add value and enhance each stay.”

For more information visit Global Hotel Alliance

Save up to 30% off on Luxury experiences; Inspire your next journey with experiences and escapes from long stay adventures in the Maldives to all inclusive jungle retreats in Thailand's jungle clad north.

Check Availability and Prices

Related stories

kuramathi deals and offers this week

Anantara Hotels in The Maldives

Anantara Hotels in The Maldives

Anantara runs five resorts in the Maldives. Part of Thai hospitality group Minor Hotel Group, Anantara Resorts offers a range of options in the Maldives to suit all tastes whether you want to go on honeymoon, take the family, or simply looking for a winter sun beach break as a couple. Pick the luxury that moves you. Each Anantara luxury resort in the Maldives has its own individual style. Wherever you sink anchor, Anantara’s gurus and islanders will be on hand to discover for you which side of the island to be on, the proportions of the villas, the quality of the house-reef for snorkelling or the best of the cocktail at sunset - any question you might have, they will know the answer to make your moments special. Tailor your Maldives island time to your pace and your passions.

Read More
what is better: beach or overwater

Beach or Water Villa?

Maldives - a name that became synonymous with honeymooners' paradise in the tourism world, has slowly revamped to cater to the needs of families visiting

Read More
Maldives Resort Offers & Packages

Best Maldives Resort Offers & Packages

Find out more about the most unparalleled Maldives hotel deals and special rates, when Book Direct your next beach holiday

Read More
Best Resorts for Vegetarians

Maldives Hotel Reviews

Some of the best hotels and resorts in the Maldives are already included in this list, and the good part of them offers the best prices. We will constantly add new hotels

Read More
10 Exclusive Resorts in Maldives

10 Exclusive Resorts in Maldives

The Maldives is paradise destination that should be on the bucket list of every discerning travelers. There's a special breed of hotels there that cater to the most tasteful of luxury travelers Read More

water pool villas, male

Newest Maldives resorts to Explore in 2024

Here are just 10 of the amazing new resorts in the Maldives that are set to welcome guests Read More

10 Cheapest Water Villa Resorts in Maldives

10 Most Affordable Water Villas

While it may never be cheap to visit thу Maldives, fortunately there are still some chic and relatively affordable overwater villas you can stay. Read more

luxury privaye villa

Maldives Luxury Guide

Here's the best of Maldives for luxury travellers. We've compiled the finest recommendations of places to stay, ranging from the most celebrated five-star resorts to luxurious private islands Read More


Maldives Romantic Guide

The ultimate ‘flop and drop' and honeymoon destination, the Maldives is the playground for the most amazing and finest utilization of each second of this extremely valuable and hopeful time with each other in tota Read More

maldives on the cheap

Maldives Budget Guide

Budget travellers choose Maldives as their destination of choice thanks to the variety of affordable stays  Read More

family holiday

Maldives Family Guide

Maldives - a name that became synonymous with honeymooners' paradise in the tourism world, has slowly Read More

scuba diving in the maldives ultimate guide

Maldives Diving Guide

The life of these paradise islands below the Indian Ocean's level is the main draw attracting thousands of divers Read More