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How travelers will plan their trips in 2023

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Booking.com reveals when, where, and how tomorrow’s travelers will plan travel in the new year – and the practical steps partners can take to respond

Travel is back, but where is it headed? To unpack traveler sentiment, we surveyed more than 24,000 people across 32 countries and territories and discovered that budgets are key to travel planning in 2023. 

Travelers want more bang for their buck

Economic uncertainty means travelers are reconsidering their spending. While the outlook is overwhelmingly optimistic, with 68% of travelers saying that investing in a vacation remains a top priority, more than half (53%) will be seeking better value for money.

For more than 3 in 5 (63%), this means smartly timed trips, while 60% plan to prioritize loyalty programs. 

Joining the Genius program is one way you can lean into this thrifty mindset. After joining Genius, partners experience on average 70% more search result views, 45% more bookings, and 40% more revenue, even once the cost of the discount is accounted for.

Plan for a mix of early and last-minute bookings 

When it comes to timing, traveler opinions vary – both in terms of when to book and when to travel. 

Early planning will be a popular strategy, with 61% planning to map out travel ahead of time in the hope of securing a better deal. In particular, Gen X (60%) and baby boomers (54%) are most likely to start their travel searches earlier. On the other hand, 2023 will see millennials planning more last-minute trips (53%). 

To capture this nuanced demand, incentivize travelers with both Last-Minute and Early Booker deals. Offered together, these help to ensure occupancy throughout the year. 

Travel windows are also shifting, with off-peak bookings tipped to rise in the new year. Our research found that 53% of global travelers will look outside of the usual windows and consider off-season destinations to make their money stretch further, especially those in Asia Pacific (59%) and North America (55%). 

To attract this demand, make sure your availability is up to date. The more rooms you make available in off-peak times, the more travelers you’ll potentially appeal to. 

Off-grid is on-trend

Travelers will not only explore out of season, but they’re planning to head off the beaten track. Half of those surveyed (51%) are up for visiting lesser-known cities in 2023 – Colombian travelers are particularly intrepid, with 72% planning to venture to far-flung locations. 

The more immersive the experience the better. Our research suggests: 44% of travelers want their vacations to have a more back-to-basics feel, while 55% are looking for “off-the-grid” trips where they can escape from reality – including travelers from Thailand (69%), Mexico (68%), India (65%), and Ireland (64%). 

Longer vacations on the horizon

More than half (55%) of travelers believe the best use of their budget is to opt for one or two longer vacations rather than several shorter breaks. Of the travelers planning longer getaways, those from Thailand (76%), China (74%), and India (71%) are most likely to do so. 

To make lengthier trips more attractive, partners can offer long-stay weekly and monthly rates to ensure accommodations are visible to those searching for stays longer than 7 days.


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Discover more trends and insights

Learn how to capture demand and tap into traveler preferences with our 2023 traveler predictions.

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What do you think of this page?

  • Nearly seven in 10 travellers will continue to prioritise their vacations
  • More than half (53%) plan to be thriftier on vacation than in the past
  • 53% are considering off-peak destinations to find deals
  • 61%—particularly Gen X and baby boomers—are planning in advance
  • To make resources stretch further, 51% are considering visiting lesser-known cities 
  • 55% believe one or two longer vacations offer the best use of budget compared to several shorter breaks