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Hacienda AltaGracia, Auberge Resorts Collection

This serene casita resort features bird-song-filled acres of untamed tropical forest, a coffee farm, equine stables, organic chef’s gardens and a wellbeing center.

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Chablé Yucatán

This luxury Mexico resort was founded on the basis of Mayan well-being, and offers thoughtful immersion into the country’s vibrant culture.

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Domaine de Fontenille

This restored 18th-century home sits amid an organic garden and 17th-century vineyard in Luberon, an idyllic hilltop region in Provence.

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Fora Advisor Christina P.

Christina was extremely thorough throughout the process. She handled everything every step of the way. Honestly, it felt like she was right by my side throughout the entire trip. I could not have experienced this trip without her.

Booked travel to Illinois with Christina P.

Fora Advisor Katrina F.

Katrina was incredible every step of the way. She helped us tighten up our itinerary and made great recommendations for hotels and restaurants that worked really well for our family. I would highly recommend anyone thinking about how to make their trip perfect go straight to Katrina.

Booked travel to California with Katrina F.

Fora Advisor Melissa F.

I was impressed by the high level of professionalism in planning and organizing my trip to NYC. Attention to detail and genuine care for my particular interests - great restaurants and seeing the best of the city - were evident in every step of the planning. I highly recommend Melissa!

Booked travel to New York City with Melissa F.

Fora Advisor Thomas S.

Thomas was amazing. He got us a free room upgrade, free breakfasts for 5 days (an ~$270 value), a $50 room credit, early checkin, late checkout and more. I am referring him to all of my friends who like to travel in style.

Booked travel to Washington DC with Thomas S.

Fora Advisor Sequoia A.

Managed expectations and helped deliver the experience I was looking for. Kind and professional. Facilitated everything so I could fully enjoy myself without worry or any kind of stress arranging my stay.

Booked travel to Mexico with Sequoia A.

Fora Advisor Jill M.

Jill is amazing - so professional and goes above and beyond to accommodate her clients and their particular requests and booking preferences. She always find exactly what we need and want! Highly recommend.

Booked travel to Portugal with Jill M.

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What is a travel agency.

A travel agency supports a team of travel advisors who sell, curate and book travel. Travel advisors consult with clients on where to go, what to do and where to stay. In addition to planning and booking trips, advisors communicate with hotels and other partners (tour companies, cruises, etc.) to ensure each trip goes smoothly.

What is the difference between a travel advisor and a travel agent?

The terms travel agent and travel advisor are used interchangeably. The original term was ‘travel agent,’ but the industry has gone through a bit of a rebrand to showcase the breadth of work that a travel advisor does. We use both, but typically refer to our network of travel advisors simply as Fora Advisors.  

Fora Advisors (a.k.a. travel advisors / agents) work with clients to understand their travel needs and handle all the travel arrangements, from booking a hotel for a long weekend to planning a honeymoon to securing a room block for a corporate conference. 

What are the benefits of working with a travel agent?

Working with a travel agent helps you level up your travel experience. A travel agent handles all the logistics — on-the-ground transfers, hotel and tour bookings, itinerary planning — so you can get the most out of your trip, without any of the stress. 

Plus, our Fora travel agents have insider access to over 5,000 preferred partnerships, meaning you get complimentary perks, priority upgrades and so much more at thousands of locations around the globe. We put serious time and airline mileage into visiting these properties in person so we can give you the up-to-date intel on your destination. We also maintain close relationships with hotel management so you’re treated like the VIP you are from the moment you arrive.

In other words, working with a travel agent unlocks a secret travel world you need to be a part of. But don’t just take our word for it… we have tons of 5-star reviews from happy clients.

Will I get perks & benefits when I work with a Fora Advisor?

Yes — big time. Our travel advisors have access to upgrades & perks at over 5,000 partners around the world. Plus, our partnerships with brands like Virtuoso , Four Seasons , Rosewood and beyond — as well as with smaller, independent boutique hotels — ensure you get treated like a VIP wherever you travel to next.

What types of travel can I book with Fora?

You name it, we book it: resort vacations, safaris , city breaks, vacation home rentals, once-in-a-lifetime adventures, weekend escapes…We do it all.

Do Fora Advisors count as Disney travel agents? What about cruise travel agents?

Absolutely. We provide comprehensive training on just about everything in the travel industry, so our advisors are well equipped to curate any client’s dream trip. (Read more about the benefits of booking with a cruise travel agent .)

I’m planning a group trip. Can Fora Advisors help?

Of course! The more the merrier. Whether you’re organizing a family reunion, honeymoon , bachelorette party or company-wide retreat, we’re happy to help. Just get in touch with your Fora Advisor to begin the process.

How do I make the most of my experience when planning a trip with Fora?

Tell us everything. Let us know if you love golf, must have access to a kids’ club or have a soft spot for off-the-beaten-path travel . Serious allergies or dietary restrictions are also very helpful information to share. That way, we’ll only show you options that fit your wants and needs. We also love to hear about your favorite hotels and trips you’ve enjoyed in the past, because that clues us in to your travel style.

If you’ve never worked with a travel advisor before, get our guide on what to expect when booking with a travel agent .

Wait, I kind of want to be a Fora Advisor myself. How can I join?

We love to hear it! We have a guide on how to become a travel agent . Then, when you’re interested in transforming your passion for travel into a meaningful career, apply to become a Fora Advisor today . 

The future of tourism: Bridging the labor gap, enhancing customer experience

As travel resumes and builds momentum, it’s becoming clear that tourism is resilient—there is an enduring desire to travel. Against all odds, international tourism rebounded in 2022: visitor numbers to Europe and the Middle East climbed to around 80 percent of 2019 levels, and the Americas recovered about 65 percent of prepandemic visitors 1 “Tourism set to return to pre-pandemic levels in some regions in 2023,” United Nations World Tourism Organization (UNWTO), January 17, 2023. —a number made more significant because it was reached without travelers from China, which had the world’s largest outbound travel market before the pandemic. 2 “ Outlook for China tourism 2023: Light at the end of the tunnel ,” McKinsey, May 9, 2023.

Recovery and growth are likely to continue. According to estimates from the World Tourism Organization (UNWTO) for 2023, international tourist arrivals could reach 80 to 95 percent of prepandemic levels depending on the extent of the economic slowdown, travel recovery in Asia–Pacific, and geopolitical tensions, among other factors. 3 “Tourism set to return to pre-pandemic levels in some regions in 2023,” United Nations World Tourism Organization (UNWTO), January 17, 2023. Similarly, the World Travel & Tourism Council (WTTC) forecasts that by the end of 2023, nearly half of the 185 countries in which the organization conducts research will have either recovered to prepandemic levels or be within 95 percent of full recovery. 4 “Global travel and tourism catapults into 2023 says WTTC,” World Travel & Tourism Council (WTTC), April 26, 2023.

Longer-term forecasts also point to optimism for the decade ahead. Travel and tourism GDP is predicted to grow, on average, at 5.8 percent a year between 2022 and 2032, outpacing the growth of the overall economy at an expected 2.7 percent a year. 5 Travel & Tourism economic impact 2022 , WTTC, August 2022.

So, is it all systems go for travel and tourism? Not really. The industry continues to face a prolonged and widespread labor shortage. After losing 62 million travel and tourism jobs in 2020, labor supply and demand remain out of balance. 6 “WTTC research reveals Travel & Tourism’s slow recovery is hitting jobs and growth worldwide,” World Travel & Tourism Council, October 6, 2021. Today, in the European Union, 11 percent of tourism jobs are likely to go unfilled; in the United States, that figure is 7 percent. 7 Travel & Tourism economic impact 2022 : Staff shortages, WTTC, August 2022.

There has been an exodus of tourism staff, particularly from customer-facing roles, to other sectors, and there is no sign that the industry will be able to bring all these people back. 8 Travel & Tourism economic impact 2022 : Staff shortages, WTTC, August 2022. Hotels, restaurants, cruises, airports, and airlines face staff shortages that can translate into operational, reputational, and financial difficulties. If unaddressed, these shortages may constrain the industry’s growth trajectory.

The current labor shortage may have its roots in factors related to the nature of work in the industry. Chronic workplace challenges, coupled with the effects of COVID-19, have culminated in an industry struggling to rebuild its workforce. Generally, tourism-related jobs are largely informal, partly due to high seasonality and weak regulation. And conditions such as excessively long working hours, low wages, a high turnover rate, and a lack of social protection tend to be most pronounced in an informal economy. Additionally, shift work, night work, and temporary or part-time employment are common in tourism.

The industry may need to revisit some fundamentals to build a far more sustainable future: either make the industry more attractive to talent (and put conditions in place to retain staff for longer periods) or improve products, services, and processes so that they complement existing staffing needs or solve existing pain points.

One solution could be to build a workforce with the mix of digital and interpersonal skills needed to keep up with travelers’ fast-changing requirements. The industry could make the most of available technology to provide customers with a digitally enhanced experience, resolve staff shortages, and improve working conditions.

Would you like to learn more about our Travel, Logistics & Infrastructure Practice ?

Complementing concierges with chatbots.

The pace of technological change has redefined customer expectations. Technology-driven services are often at customers’ fingertips, with no queues or waiting times. By contrast, the airport and airline disruption widely reported in the press over the summer of 2022 points to customers not receiving this same level of digital innovation when traveling.

Imagine the following travel experience: it’s 2035 and you start your long-awaited honeymoon to a tropical island. A virtual tour operator and a destination travel specialist booked your trip for you; you connected via videoconference to make your plans. Your itinerary was chosen with the support of generative AI , which analyzed your preferences, recommended personalized travel packages, and made real-time adjustments based on your feedback.

Before leaving home, you check in online and QR code your luggage. You travel to the airport by self-driving cab. After dropping off your luggage at the self-service counter, you pass through security and the biometric check. You access the premier lounge with the QR code on the airline’s loyalty card and help yourself to a glass of wine and a sandwich. After your flight, a prebooked, self-driving cab takes you to the resort. No need to check in—that was completed online ahead of time (including picking your room and making sure that the hotel’s virtual concierge arranged for red roses and a bottle of champagne to be delivered).

While your luggage is brought to the room by a baggage robot, your personal digital concierge presents the honeymoon itinerary with all the requested bookings. For the romantic dinner on the first night, you order your food via the restaurant app on the table and settle the bill likewise. So far, you’ve had very little human interaction. But at dinner, the sommelier chats with you in person about the wine. The next day, your sightseeing is made easier by the hotel app and digital guide—and you don’t get lost! With the aid of holographic technology, the virtual tour guide brings historical figures to life and takes your sightseeing experience to a whole new level. Then, as arranged, a local citizen meets you and takes you to their home to enjoy a local family dinner. The trip is seamless, there are no holdups or snags.

This scenario features less human interaction than a traditional trip—but it flows smoothly due to the underlying technology. The human interactions that do take place are authentic, meaningful, and add a special touch to the experience. This may be a far-fetched example, but the essence of the scenario is clear: use technology to ease typical travel pain points such as queues, misunderstandings, or misinformation, and elevate the quality of human interaction.

Travel with less human interaction may be considered a disruptive idea, as many travelers rely on and enjoy the human connection, the “service with a smile.” This will always be the case, but perhaps the time is right to think about bringing a digital experience into the mix. The industry may not need to depend exclusively on human beings to serve its customers. Perhaps the future of travel is physical, but digitally enhanced (and with a smile!).

Digital solutions are on the rise and can help bridge the labor gap

Digital innovation is improving customer experience across multiple industries. Car-sharing apps have overcome service-counter waiting times and endless paperwork that travelers traditionally had to cope with when renting a car. The same applies to time-consuming hotel check-in, check-out, and payment processes that can annoy weary customers. These pain points can be removed. For instance, in China, the Huazhu Hotels Group installed self-check-in kiosks that enable guests to check in or out in under 30 seconds. 9 “Huazhu Group targets lifestyle market opportunities,” ChinaTravelNews, May 27, 2021.

Technology meets hospitality

In 2019, Alibaba opened its FlyZoo Hotel in Huangzhou, described as a “290-room ultra-modern boutique, where technology meets hospitality.” 1 “Chinese e-commerce giant Alibaba has a hotel run almost entirely by robots that can serve food and fetch toiletries—take a look inside,” Business Insider, October 21, 2019; “FlyZoo Hotel: The hotel of the future or just more technology hype?,” Hotel Technology News, March 2019. The hotel was the first of its kind that instead of relying on traditional check-in and key card processes, allowed guests to manage reservations and make payments entirely from a mobile app, to check-in using self-service kiosks, and enter their rooms using facial-recognition technology.

The hotel is run almost entirely by robots that serve food and fetch toiletries and other sundries as needed. Each guest room has a voice-activated smart assistant to help guests with a variety of tasks, from adjusting the temperature, lights, curtains, and the TV to playing music and answering simple questions about the hotel and surroundings.

The hotel was developed by the company’s online travel platform, Fliggy, in tandem with Alibaba’s AI Labs and Alibaba Cloud technology with the goal of “leveraging cutting-edge tech to help transform the hospitality industry, one that keeps the sector current with the digital era we’re living in,” according to the company.

Adoption of some digitally enhanced services was accelerated during the pandemic in the quest for safer, contactless solutions. During the Winter Olympics in Beijing, a restaurant designed to keep physical contact to a minimum used a track system on the ceiling to deliver meals directly from the kitchen to the table. 10 “This Beijing Winter Games restaurant uses ceiling-based tracks,” Trendhunter, January 26, 2022. Customers around the world have become familiar with restaurants using apps to display menus, take orders, and accept payment, as well as hotels using robots to deliver luggage and room service (see sidebar “Technology meets hospitality”). Similarly, theme parks, cinemas, stadiums, and concert halls are deploying digital solutions such as facial recognition to optimize entrance control. Shanghai Disneyland, for example, offers annual pass holders the option to choose facial recognition to facilitate park entry. 11 “Facial recognition park entry,” Shanghai Disney Resort website.

Automation and digitization can also free up staff from attending to repetitive functions that could be handled more efficiently via an app and instead reserve the human touch for roles where staff can add the most value. For instance, technology can help customer-facing staff to provide a more personalized service. By accessing data analytics, frontline staff can have guests’ details and preferences at their fingertips. A trainee can become an experienced concierge in a short time, with the help of technology.

Apps and in-room tech: Unused market potential

According to Skift Research calculations, total revenue generated by guest apps and in-room technology in 2019 was approximately $293 million, including proprietary apps by hotel brands as well as third-party vendors. 1 “Hotel tech benchmark: Guest-facing technology 2022,” Skift Research, November 2022. The relatively low market penetration rate of this kind of tech points to around $2.4 billion in untapped revenue potential (exhibit).

Even though guest-facing technology is available—the kind that can facilitate contactless interactions and offer travelers convenience and personalized service—the industry is only beginning to explore its potential. A report by Skift Research shows that the hotel industry, in particular, has not tapped into tech’s potential. Only 11 percent of hotels and 25 percent of hotel rooms worldwide are supported by a hotel app or use in-room technology, and only 3 percent of hotels offer keyless entry. 12 “Hotel tech benchmark: Guest-facing technology 2022,” Skift Research, November 2022. Of the five types of technology examined (guest apps and in-room tech; virtual concierge; guest messaging and chatbots; digital check-in and kiosks; and keyless entry), all have relatively low market-penetration rates (see sidebar “Apps and in-room tech: Unused market potential”).

While apps, digitization, and new technology may be the answer to offering better customer experience, there is also the possibility that tourism may face competition from technological advances, particularly virtual experiences. Museums, attractions, and historical sites can be made interactive and, in some cases, more lifelike, through AR/VR technology that can enhance the physical travel experience by reconstructing historical places or events.

Up until now, tourism, arguably, was one of a few sectors that could not easily be replaced by tech. It was not possible to replicate the physical experience of traveling to another place. With the emerging metaverse , this might change. Travelers could potentially enjoy an event or experience from their sofa without any logistical snags, and without the commitment to traveling to another country for any length of time. For example, Google offers virtual tours of the Pyramids of Meroë in Sudan via an immersive online experience available in a range of languages. 13 Mariam Khaled Dabboussi, “Step into the Meroë pyramids with Google,” Google, May 17, 2022. And a crypto banking group, The BCB Group, has created a metaverse city that includes representations of some of the most visited destinations in the world, such as the Great Wall of China and the Statue of Liberty. According to BCB, the total cost of flights, transfers, and entry for all these landmarks would come to $7,600—while a virtual trip would cost just over $2. 14 “What impact can the Metaverse have on the travel industry?,” Middle East Economy, July 29, 2022.

The metaverse holds potential for business travel, too—the meeting, incentives, conferences, and exhibitions (MICE) sector in particular. Participants could take part in activities in the same immersive space while connecting from anywhere, dramatically reducing travel, venue, catering, and other costs. 15 “ Tourism in the metaverse: Can travel go virtual? ,” McKinsey, May 4, 2023.

The allure and convenience of such digital experiences make offering seamless, customer-centric travel and tourism in the real world all the more pressing.

Three innovations to solve hotel staffing shortages

Is the future contactless.

Given the advances in technology, and the many digital innovations and applications that already exist, there is potential for businesses across the travel and tourism spectrum to cope with labor shortages while improving customer experience. Process automation and digitization can also add to process efficiency. Taken together, a combination of outsourcing, remote work, and digital solutions can help to retain existing staff and reduce dependency on roles that employers are struggling to fill (exhibit).

Depending on the customer service approach and direct contact need, we estimate that the travel and tourism industry would be able to cope with a structural labor shortage of around 10 to 15 percent in the long run by operating more flexibly and increasing digital and automated efficiency—while offering the remaining staff an improved total work package.

Outsourcing and remote work could also help resolve the labor shortage

While COVID-19 pushed organizations in a wide variety of sectors to embrace remote work, there are many hospitality roles that rely on direct physical services that cannot be performed remotely, such as laundry, cleaning, maintenance, and facility management. If faced with staff shortages, these roles could be outsourced to third-party professional service providers, and existing staff could be reskilled to take up new positions.

In McKinsey’s experience, the total service cost of this type of work in a typical hotel can make up 10 percent of total operating costs. Most often, these roles are not guest facing. A professional and digital-based solution might become an integrated part of a third-party service for hotels looking to outsource this type of work.

One of the lessons learned in the aftermath of COVID-19 is that many tourism employees moved to similar positions in other sectors because they were disillusioned by working conditions in the industry . Specialist multisector companies have been able to shuffle their staff away from tourism to other sectors that offer steady employment or more regular working hours compared with the long hours and seasonal nature of work in tourism.

The remaining travel and tourism staff may be looking for more flexibility or the option to work from home. This can be an effective solution for retaining employees. For example, a travel agent with specific destination expertise could work from home or be consulted on an needs basis.

In instances where remote work or outsourcing is not viable, there are other solutions that the hospitality industry can explore to improve operational effectiveness as well as employee satisfaction. A more agile staffing model  can better match available labor with peaks and troughs in daily, or even hourly, demand. This could involve combining similar roles or cross-training staff so that they can switch roles. Redesigned roles could potentially improve employee satisfaction by empowering staff to explore new career paths within the hotel’s operations. Combined roles build skills across disciplines—for example, supporting a housekeeper to train and become proficient in other maintenance areas, or a front-desk associate to build managerial skills.

Where management or ownership is shared across properties, roles could be staffed to cover a network of sites, rather than individual hotels. By applying a combination of these approaches, hotels could reduce the number of staff hours needed to keep operations running at the same standard. 16 “ Three innovations to solve hotel staffing shortages ,” McKinsey, April 3, 2023.

Taken together, operational adjustments combined with greater use of technology could provide the tourism industry with a way of overcoming staffing challenges and giving customers the seamless digitally enhanced experiences they expect in other aspects of daily life.

In an industry facing a labor shortage, there are opportunities for tech innovations that can help travel and tourism businesses do more with less, while ensuring that remaining staff are engaged and motivated to stay in the industry. For travelers, this could mean fewer friendly faces, but more meaningful experiences and interactions.

Urs Binggeli is a senior expert in McKinsey’s Zurich office, Zi Chen is a capabilities and insights specialist in the Shanghai office, Steffen Köpke is a capabilities and insights expert in the Düsseldorf office, and Jackey Yu is a partner in the Hong Kong office.

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Welcome, Traveler.

At Modern Traveler, we interview frequent travelers, slow travelers, and digital nomads to gather insights on past travel experiences, and what we are looking for in future trips.

In our experience, validated by extensive interviews and research, we’ve found that many traditional travel hot spots have become  overrun. Places that a few years ago seemed ‘under the radar’ are now inundated with the tackiest kind of tourism. It can be more difficult to achieve the same sense of exploration and discovery without a bit of careful research. And yet, the world is large and always presents new opportunities.

At Modern Traveler, we find that a common travel sweet spot includes:

– Experience-focused travel, with an emphasis on food + wine – Quality coffee shops ground us with a morning ritual in the neighborhoods we visit – Stylish accommodations that provide a comfortable base for exploration – Recommendations from locals to jump start the discovery process in a new destination

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Who is the Modern Traveler?

One thing we know for sure – the Modern Traveler approaches travel differently, not in search of selfies in front of landmarks, but of memorable experiences. We’ve gathered a lot of ideas from our interviews and our own travels, but we would love to hear from you, the modern traveler community. Send us a note and share what you look for in travel.

About Modern Traveler

Modern Traveler is a community of travel experts, digital nomads, and local travel guides. We are an experience-focused travel resource, passionate about great food and wine, coffee, and comfortable bases for exploration. We feature stylish accommodations for modern travelers, as well as culinary adventures focused on unique food, coffee, and wine experiences. You can learn more about us here.

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Understanding the modern traveller, post-pandemic

Navigating a post-COVID-19 landscape and implementing a digital strategy for the modern traveller is a challenging task. The pandemic significantly reshaped the travel landscape, as well as the expectations of travellers, propelling the industry towards a digital-centric approach. As many industries grapple with new norms and changed customer behaviours, travel companies will certainly be required to reimagine their digital strategies in order to stay competitive and relevant.

Embracing Digital Transformation

In the wake of travel restrictions and safety concerns, consumers increasingly turned to digital platforms for information, planning, and booking their travels. This trend has not disappeared since the pandemic slowed down. Modern travellers expect a complete digital experience from their first click to their final destination. They are looking for intuitive platforms that allow them to research, plan, and book their trips seamlessly. They also respond well to travel companies that offer immersive virtual tours, online reviews, and other options that give them confidence in their travel choices.

Leveraging Data and Analytics

Data-driven decision-making has never been more crucial. The availability of real-time data and advanced analytics allows travel companies to understand changing consumer behaviours and trends. This information should be used to guide the development of personalised marketing strategies and tailor-made experiences, further enhancing customer satisfaction and loyalty. While there is a lot of talk about the use of data and analytics, consumers do appreciate a company that more intuitively understands their preferences, and tailors their services accordingly.

Investing in Mobile Technology

The meteoric rise of smartphones has made mobile technology a crucial part of any digital strategy for the travel industry. Travel companies should prioritise the implementation and optimisation of their mobile presence, focusing on features like mobile check-ins, e-tickets, real-time notifications, and contactless payments. Put simply, modern travellers are looking for a hassle-free experience. An app that provides an all-in-one solution – from destination research and booking to in-trip navigation and post-trip feedback – can greatly enhance the experience of your users and encourage repeat visits.

Engaging Through Social Media

Social media platforms provide an excellent opportunity for businesses to connect with modern travellers. Regular updates, engaging content, quick response to queries, and monitoring customer feedback can significantly improve brand visibility and customer engagement. Additionally, leveraging user-generated content, such as travel experiences and reviews, can provide valuable social proof.

Adopting an Agile Business Model

In the constantly evolving and dynamic post-pandemic era, the need for agility in the travel industry has become more apparent than ever. Travel companies must be able to respond swiftly to changes in customer preferences, market trends, and any other elements that could affect their success. Adopting digital tools and technologies that support flexible operations and real-time decision-making is crucial.

In this process, forming a relationship with a reliable and trusted technology partner can be a game-changer. Realm offers an extensive pool of expertise and resources and can help you to identify the most suitable technological solutions to address your unique needs.

Identifying travel markets

Gone are the days of categorising or understanding travellers based on shared interests, social status, or cultural background. These methods are no longer effective, as modern travellers have diverse and individualistic preferences that may not align with their socio-cultural groups. In order to remain competitive, businesses must adapt their travel marketing strategies to account for these changing trends and the more personal tastes of travellers.

When approaching the modern traveller, it can be useful to concentrate on understanding the characteristics of different generations, particularly in the context of business and B2B travel. This knowledge will enable you to effectively tailor your online services to meet the specific needs of the corporate traveller in the dynamic digital environment.

Baby Boomers

Baby Boomers, born between 1946 and 1964, are still playing a pivotal role in shaping the contemporary leisure economy. They command a significant portion of disposable income and, with travel plans most likely already in place in the coming year, they represent promising opportunities for travel businesses.

Motivated primarily by the desire for meaningful experiences, Baby Boomers show an insatiable appetite for learning when they travel. Whether it’s business travel or leisure, they seek to broaden their horizons and indulge in new adventures – and they are financially equipped to do so. Interestingly, a substantial number of Baby Boomers report feeling younger than their chronological age, which is reflected in their adventurous spirit.

Baby Boomers’ top motivation for travel revolves around quality time with family and friends, putting them at the forefront of the multigenerational travel trend. This trend sees entire families – including extended relatives – vacationing together at various destinations or enjoying group cruises. These larger groups can be a good opportunity for travel agencies, considering everyone is generally going to the same places and partaking in the same activities. By delivering experiences that fulfil their desire for learning, adventure, and quality family time, businesses can tap into this lucrative demographic.

Generation X

Often considered the “middle child”, Generation X finds itself sandwiched between the larger Baby Boomer and Millennial generations. Born between 1965 and 1980, this group is renowned for their passion for travel, although they are also noted for their financial consciousness. Their priorities are often centred around saving for life’s major events, such as their children’s college education or their own retirement. This fiscal prudence is mirrored in their approach to travel; holidays and business trips are typically planned around family schedules and the pursuit of value, demonstrating the importance they place on financial responsibility and familial commitments.

As travellers, Gen X seeks a balance of exploration and work, being strongly drawn to cultural and artistic attractions. Their tendency to prioritise family-inclusive vacations further highlights the importance of family in their lives, with school holiday periods often dictating their travel schedules. Their heightened sensitivity to price fluctuations, more so than other generational segments, is indicative of their fiscally conservative stance on travel budgets. It’s clear that destinations rich in cultural and artistic offerings are especially appealing to this generation, tying into their deep-rooted interest in arts and culture.

For businesses seeking to engage Generation X effectively, it is essential to consider these unique tendencies and preferences. A successful digital strategy might entail offering competitively priced travel options that align with family schedules and emphasising local cultural and artistic attractions. Catering to these needs could prove key in resonating with this financially conscious, culturally driven demographic, thus attracting and retaining this significant market segment.

Millennials

Millennials, born between 1981 and 1996, represent our most substantial generational segment. They are largely well-educated with the financial means to explore the world through travel. They are the first to have been raised in the age of digital and mobile technology, making online platforms a particularly effective method of engagement. This generation places high value on recreational pursuits and life experiences, which is clearly evident in their substantial role in the leisure travel booking market.

As corporate travellers, many Millennials, who now outnumber Generation X in the workplace, often endeavour to blend enjoyment with their business travel commitments (AKA “blesiure”). Catering to this desire not only meets their needs but can also spark a positive chain reaction for travel specialists since this generation typically engages with peer reviews and relies heavily on word-of-mouth recommendations when planning their travels.

An excellent digital strategy that resonates with them can extend your reach and influence in this critical market segment. Catering to their inclination for combining work with leisure can spark a positive ripple effect, as this generation frequently engages with peer reviews and relies heavily on word-of-mouth recommendations when planning travels.

Generation Z

Generation Z, born between 1997 and 2012, are the latest entrants to the travel industry. Despite their youth, they are making a significant impact on travel and tourism, exhibiting distinct travel tendencies and preferences that businesses need to recognise. They have grown up in an interconnected digital world, which has nurtured them into independent and confident travellers. Leveraging digital tools and social media platforms, they research and plan their trips, and rely heavily on user-generated content and peer reviews when making travel decisions.

This generation has a unique blend of characteristics inherited from their predecessors. Like the Millennials, they value experiences over material possessions and save for travel, and appreciate the fusion of work and leisure, potentially making them the true pioneers of “bleisure” travel. Furthermore, akin to Baby Boomers, they place a high value on quality time spent with family and friends.. Social responsibility plays a central role for Gen Z, with preferences for brands that adopt sustainable practices and support social causes, and travel choices that lean towards eco-friendly and socially responsible destinations, experiences, and services.

Even at this early stage in their careers, Gen Z is making their mark as corporate travellers. They seek work environments that encourage learning and personal growth, a mindset that carries over to their travel preferences, with a tendency towards destinations that offer enrichment and experiential learning. Businesses aiming to capture the loyalty of this influential generation should focus on authenticity, social consciousness, and leveraging user-generated content in their digital strategies. A successful approach would involve harnessing these elements into an engaging, mobile-first experience.

Corporate Travellers

MICE, which represents a specialised segment within the tourism sector, is an acronym for meetings, incentives, conferences and exhibitions. This specific form of group tourism aims to provide the necessary facilities and services for hosting various types of corporate events, ranging from business meetings and conferences to seminars and large expos.

Destinations renowned for their MICE capabilities often compete for the chance to host substantial gatherings of corporate travellers, with the economic benefits of these events being manifold. They boost local revenue through increased bookings for accommodations, dining, and other services which, in turn, enables these destinations to offer enticing subsidies and packages to attract such events.

In crafting a digital strategy for the modern traveller, the MICE sector provides an appealing opportunity. By effectively marketing a location’s MICE capabilities online, destinations can attract corporate travellers, stimulate local economies, and further strengthen their position in the competitive MICE market. This strategy should highlight the location’s facilities, services, and unique selling points that make it an ideal choice for corporate events. By doing so, destinations can effectively target this niche market and harness the economic potential it presents.

Meetings are defined as a small gathering of individuals, either occasionally or on a recurring basis, in a designated place and for a specific purpose or activity. They can last anything from a few minutes to a few hours.

Incentive travel , arranged by companies and corporations, serves as a unique reward mechanism. Typically, these trips don’t involve business or educational components but instead, act as leisure vacations designed to motivate and acknowledge outstanding performance. These travel rewards may extend to an employee’s family, or they might serve as collective rewards for a team or a group of colleagues.

Conferences include a larger group of people than meetings and offer a more structured exchange of information. They tend to last longer than a meeting, anything from a full day to several days in length, and are usually more formal, with keynotes, panel discussions, workshops and smaller meetings taking place at specific times.

Exhibitions (or expos) are events that present a dedicated platform for showcasing products or services within a specific industry or field on interest. These gatherings bring together industry leaders representing their respective organisations or companies, creating a vibrant hub of professionals with common interests and roles. Such events offer businesses the chance to acquire new customers and introduce new products or services to the market.

Digital Nomads

Digital nomads leverage technology to work remotely and live a roaming lifestyle. This growing demographic is composed primarily of freelancers, entrepreneurs, and employees that are not tied to a specific geographic location for work, allowing them to travel and live in different places around the world while maintaining their careers. The digital nomad lifestyle represents a shift in traditional work and lifestyle norms, offering opportunities for constant travel, cultural immersion, and a work-life balance that aligns with personal interests and aspirations.

Travel agencies can accommodate and sell to digital nomads by understanding and addressing their unique needs. Digital nomads often require accommodation with reliable WiFi and a quiet space to work, making properties with dedicated workspaces highly attractive. Additionally, they tend to stay in one location for longer periods compared to traditional tourists, meaning they may appreciate discounted rates for long-term stays. Access to local experiences, such as cultural events, outdoor activities, and networking opportunities, may also be of interest. In terms of travel arrangements, flexible booking options that allow for last-minute changes or cancellations without penalty are a must, given the unpredictable nature of nomadic living.

One important factor for digital nomads is the visa requirements in their destination of choice. Countries are increasingly recognising the potential economic benefits of attracting digital nomads and are creating special visas to facilitate their stay. Travel agencies can cater to digital nomads by staying abreast of these visa opportunities and providing up-to-date information and assistance in securing such visas. They can also offer services such as travel insurance that covers extended stays and partnerships with local businesses that offer coworking spaces. By focusing on the unique needs and preferences of digital nomads, travel agencies can tap into this growing market segment and create a loyal customer base.

At Realm, we understand the crucial role of strategic insight in unlocking your target market’s potential. Recognising unique needs and preferences is a key part of creating a strategy that effectively communicates your value proposition, and allows you to hold your own in a market full of competition.

CHAT TO US about transforming your travel business in the post-pandemic world with our expert digital strategy services. We provide superior customer experiences and will drive business growth in your business through tailored technology-driven solutions.

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The biggest travel trends for 2024

By Sarah Allard

If 2022 was all about a return to travel, then 2023 was the year we went further than ever before. Travellers took to the skies, rails, roads and seas to tick off major bucket-list moments, with Arctic adventures, luxury yacht cruises and even the first tourist trip into space .

In 2024, travellers will be putting what’s important to them front and centre of their plans, valuing deeper experiences that leave a positive impact, time spent with loved ones and wellness moments that last well after checkout. We’ll be choosing destinations carefully, slowing it down to enjoy the silence and the stars, indulging in our love of food in new and interesting places, and immersing ourselves in wellness practices that help us live longer.

These are the 20 travel trends likely to guide how we see the world in 2024.

Astro tourism

1. Astro tourism

What’s the trend? Astronomy, of course, is a field of study that has been around since the dawn of civilisation, and the act of gazing up at the stars has long been a source of soul-soothing wonder. Today, the more society falls deeper into an ever-expanding virtual world, the more we feel a need to broaden our horizons in the real universe. Astro tourism, or star bathing, is the act of travelling with the aim of catching sight of astronomical phenomena – disappearing to lands devoid of any pollution, crowds and traffic, where we can focus solely on the skies above and while away hours gazing at the stars, planets and constellations overhead.

Why will it matter in 2024? Increasingly, wellness-centric hotels and spas are creating the space for guests to gaze upwards, watching for comets, spying constellations and identifying patterns in the glittering expanse. In the UK, Port Lympne has opened the Lookout Bubble, a glass dome allowing guests to sprawl out on king-sized beds and study the stars. Further east on the Arabian Gulf, Zulal Wellness Resort is surrounded by the expanse of the Qatari desert – the ultimate destination for pollution-free astromancy, with dedicated workshops and stargazing sessions for families and children looking to learn more about the cosmos. Safari company Desert & Delta organises trips for travellers looking to soak up the stars across Botswana and Namibia, where guests can sleep in tents at remote locations such as the Makgadikgadi Pans, one of the world’s largest salt flats, and spend nights with uninterrupted star vistas. Similarly, Tswalu is a South African safari camp with star beds set on a sleep-out deck in the Korannaberg mountains. And 2024 happens to be a big year, astronomy-wise, from mind-boggling eclipses to spectacular meteor showers – plus, scientists are predicting the best displays of the northern lights in 20 years, according to the Guardian , as we approach the next solar maximum (the sun’s peak of its 11-year activity cycle). Olivia Morelli

2. Eco diving

What’s the trend? A rise in divers choosing their travel destinations based on the sustainability of the scuba centres, and having a more positive, regenerative impact on the ocean once there.

Why will it matter in 2024? In 2022, UK marine ecology charity The Reef-World Foundation found that 95 per cent of divers wanted to book with sustainable operators, but struggled to do so. In response to this, the Professional Association of Diving Instructors (Padi) launched its Eco Center accreditation on World Earth Day (22 April) 2023, with the United Nations Environment Program and Reef-World itself. The steps required to earn this green status are so rigorous – including sharing evidence of conservation activities and a real reduction in environmental footprint – that Padi advised operators to allow at least 12 months to hit the criteria, taking us to… Earth Day 2024. After an initial figure of just 11 worldwide, there are now 100, and Padi has set a goal to reach 660 by 2030 – a 10th of its membership. “South East Asia currently has the highest density (more than 20), along with the Caribbean ,” says Julie Andersen of Padi. So what does this mean for divers and their trips? “The type of conservation work done and reported on depends on the Eco Center,” Andersen explains. “Those in the Caribbean offer coral replanting programmes, key for regenerating coastlines. In Baja, Mexico , they’ve developed citizen science courses, collecting data for whale conservation.” There are also a number of new Padi courses being launched for any diver to take anywhere, including the Global Shark and Ray Census in August 2024, as well as the relaunch of the Coral Reef Conservation Specialty course before December. Becky Lucas

3. Home swapping

What’s the trend? Increasingly, discerning travellers are looking to stay away for longer stretches, while the rise of remote jobs post-pandemic means that working and living abroad has never been more appealing. The catch? Forking out on hefty accommodation fees while you’re at it. Enter home swapping: the perfect solution to guarantee yourself a (free) home abroad while you offer up your own in exchange – for weeks or even months at a time.

Why will it matter in 2024? As the cost of holidaying continues to climb, home swapping is an affordable alternative to splashing out on expensive hotels or Airbnbs. And while the concepts of couch surfing and house exchanges have existed for decades, several slick new platforms are redefining what home swapping looks like today. Twin City, which operates in cities as far-flung as Lisbon and Los Angeles , has curated a community of 1,100 plus carefully vetted users in just eight months. For an annual subscription fee of £150, members can find Twins to connect with through the platform, and are encouraged to exchange local recommendations for their city as well as their homes, enabling members to feel as if they’re swapping with a trusted friend rather than a stranger. Meanwhile, Kindred, a home-swapping platform where members rack ​​up credits for each night that they exchange homes, raised $15 million in funding this year to expand operations across the USA and Europe, and currently has 10,000 plus homes in more than 50 cities. Members simply pay a cleaning and service fee for each stay, while the cost of the stay itself is free. Or skip out on membership fees entirely and head straight to TikTok, where Gen Z appears to be spearheading the home-swapping movement on social media. Inspired by cult film The Holiday , trending tags #houseswap and #homeswap have garnered more than 23 and 20 million views respectively, with users utilising the platform as a means to advertise their homes, discover like-minded peers to swap with and document their adventures along the way. Gina Jackson

4. Train stations are the new food destinations

What’s the trend? Train stations around the world are usually passed through as quickly as possible, having not been designed for commuters to stay and hang out. Nowadays, as travel delays increase and visitors want more local experiences, it pays for train stations to welcome travellers with shops, restaurants and bars for them to explore. In an effort to create a more dynamic visitor experience, historic train stations are being revamped, with bespoke food and drink offerings as an integral part of the redesign.

Why will it matter in 2024? As train stations are renovated to accommodate more travellers and update old infrastructure, local restaurants and bars are being added to attract more customers. In 2023, the new Moynihan Train Hall in New York City became home to The Irish Exit, a bar from the team behind the acclaimed Dead Rabbit, and Yono Sushi by trendy BondST, plus outposts of beloved NYC restaurants Pastrami Queen and Jacob’s Pickles, with Mexican hotspot La Esquina coming soon.  Platform 1 a new bar and restaurant that opened in November underneath Glasgow Central Station . The cave-like space, with its historic brick arches, serves street-food-style dishes and craft brews made in the on-site microbrewery, plus there’s an outdoor beer garden. As part of its renovation, Toronto’s Union Station launched Union Market in May 2023 with favourite local food retailers Manotas Organics, Chocolatta Brigadeiro’s, Patties Express and Kibo. Meanwhile, in Somerset, Castle Cary station is in the process of a revamp, with nearby hotel The Newt creating a creamery, cafe and co-working space, which is set to open in 2024. Also on tap for the next few years is the completed renovation of 30th Street Station in Philadelphia, with plans for a 20 per cent increase in concession space that will focus on local purveyors. Devorah Lev-Tov

5. Sports tourism

What’s the trend? No longer the domain of lads on tour keen to sink as many pints as possible with one eye on a football game, sports tourism has evolved in the past few years with a new generation – and type – of sports fan emerging thanks to glossy TV documentaries ( Formula 1: Drive to Survive , we’re looking at you). Now, we’re taking our fandom out of the house and following a host of different sports in destinations across the world, planning holidays that hinge around seeing games, races and other activities in exotic locales, and extending trips on either side to see the sights too.

Why will it matter in 2024? A little event known as the Olympic and Paralympic Games anchors the 2024 sports calendar. It kicks off in Paris in late July and runs until early September , during which time more than a million tourists are expected to check in across the French capital. The games have inspired city-wide projects such as the €1.4-billion clean-up of the Seine, which , all going well, will allow public swimming in the river for the first time in a century. Elsewhere, the Tour de France starts in Italy for the first time in 2024, with competitors speeding off in Florence before heading to Rimini on the Adriatic coast and then north to the Apennines through Emilia-Romagna. New bike routes in the area have been released by tour operators such as Ride International Tours and Ride Holidays for cycling enthusiasts keen to join in the fun. Sarah James

6. Coolcationing

What’s the trend? For the vast majority of folk, summer holidays used to be about following the sun, seeking the heat – watching the mercury climb and hitting the sands. With the intense, record-breaking temperatures of recent years, however, many are considering travelling in the opposite direction: booking "coolcations" in temperate destinations, which also benefit from being less crowded.

Why will it matter in 2024? Rising temperatures caused by the climate crisis have resulted in the hottest recorded summer in the UK – just over 40℃ in July 2022 – while 2023, with a sweltering summer in much of Mediterranean Europe, North America and China – is on track to be the hottest year ever. Little wonder that many travellers are thinking again before booking literal hotspots such as the South of France and Sicily in July or August. A survey for luxe travel network Virtuoso found that 82 per cent of its clients are considering destinations with more moderate weather in 2024. Destinations such as Iceland, Finland and Scotland, according to Intrepid Travel, along with Latvia, which is surging in popularity. “We’re seeing an increase in those holidaying further north,” says Andrea Godfrey of Regent Holidays. “Scandinavia and the Baltics are both getting noticed more: they offer a more pared-back style of holiday but have some lovely beaches, and forests and lakes for both relaxation and adventure activities.” Cooler temperatures are particularly well suited to family travel too. “We’re getting far more enquiries from families for destinations that offer summer sun but also respite from the high temperatures being experienced in beach resorts across the Med,” says Liddy Pleasants, founder of family specialist Stubborn Mule Travel. “Kayaking in Norway, with its midnight sun, for instance, and cycling or hiking in Slovenia, which is also very good value.” Time to ditch the SPF50… Rick Jordan

Gig tripping

7. Gig tripping

What’s the trend? For years, athletes and wellness gurus were the big headliners at retreats. But rock stars are, well, the new rock stars of travel. Call it the Swift Effect. Destination concert business is up more than 50 per cent, led mostly by Taylor Swift, says Janel Carnero, a travel advisor at Embark Beyond. In the USA, tickets for Swift’s Eras Tour cost thousands and were still impossible to score. Music fans are realising they can pay less and have a more memorable experience by seeing their favourite pop icons perform in say, Amsterdam or Milan . Tours from performers such as Pearl Jam, U2, Doja Cat and Madonna will anchor trip itineraries, while music festivals (Glastonbury sold out in less than an hour) will be major catalysts for travel.

Why will it matter in 2024? New music festivals, including Untold in Romania's Cluj-Napoca, are introducing travellers to undiscovered destinations, says Alexandrea Padilha of Fischer Travel. And it’s no longer just about the music, says Carnero. “It’s the social aspect of sharing experiences with friends,” she adds. Hotels and travel companies have taken note and are creating the equivalent of backstage VIP experiences for guests. Global adventure collective Eleven has recently introduced Music with Eleven. The programme’s dedicated team of music-industry insiders (including Chris Funk, guitarist from the Decemberists) custom design itineraries that might include sitting in on a recording session at Flóki Studios, just outside the Arctic Circle at Deplar Farm in Iceland. And Rhythm & Sails hosts musicians on its catamarans. The company’s music director, Anders Beck of the jam band Greensky Bluegrass, curates the line-up of artists who perform sessions onboard and in ports as you island hop around the Caribbean . Jen Murphy

8. Resorts will help you biohack your health span

What’s the trend? Longevity is the latest wellness buzzword thanks to best-selling books such as  Outlive  and the hit Netflix documentary  Live to 100: Secrets of the Blue Zones . Between 2021 and 2022, venture-capital investment in longevity clinics more than doubled from $27 million to $57 million globally, according to analysis from longevity research and media company Longevity.Technology. Now, the science of extending life and optimising health has become the focus at hotels. Blue Zones retreats are the new boot camps and even sybaritic resorts are offering the latest biohacks. Poolside vitamin IV anyone?

Why will it matter in 2024? Since the pandemic, feeling good trumps looking good. “People have become aware of the critical importance of developing a more proactive, preventive approach to health on all levels,” says Karina Stewart, co-founder of Kamalaya, a wellness retreat in Koh Samui, Thailand . This means a new willingness to go beyond diet and exercise and embrace sci-fi-sounding bio-regenerative treatments such as ozone therapy and hyperbaric oxygen chambers, both on offer at Kamalaya's new Longevity House. Luxury hotel brands are embracing the trend too. Six Senses Ibiza recently teamed up with biotech company RoseBar to offer guests full diagnostic testing. Maybourne Hotel Group is collaborating with wellness tech pioneer Virtusan to help guests boost performance. And Four Seasons Resort Maui at Wailea administers treatments such as stem cells and NAD+ (aka the fountain of youth) through its partnership with Next Health longevity centre. At 1 Hotel Hanalei Bay in Kauai, guests are welcomed with a B12 shot instead of bubbles and the resort’s new wellness-specific rooms come with recovery-boosting mod cons including infrared light mats. If the trend continues, the secret to longevity may be as easy as taking more holidays. Jen Murphy

9. Peak season gets the cold shoulder

What's the trend? There’s been a dramatic recent increase in shoulder season travel to Europe’s most popular destinations (particularly France , Spain , the UK and Italy ), which is set to continue in 2024. Luxury travel specialists Original Travel has launched new shoulder season itineraries to locations traditionally in demand during the summer – including the crystalline seascapes of Sardinia and Corsica – after seeing 14 per cent more bookings for September 2023 than for August 2023. Pegi Amarteifio of Small Luxury Hotels of the World shares similar insights. “Comparing phone reservations in 2023 against 2019, we’ve seen a 33 per cent increase for March to May and a 58 per cent increase for September to November , a pattern reflected across our other booking channels too.”

Why will it matter in 2024? A combination of social, economic and environmental factors is driving this trend into 2024. The cost of living crisis means a heightened focus on value. For 62 per cent of respondents to Booking.com’s 2024 travel trends survey, this is a limiting factor for 2024 travel planning, so much so that 47 per cent of respondents are even willing to take children out of school for cheaper off-peak travel. Shoulder season travel is also becoming more attractive due to rising temperatures, and more feasible due to flexible working. Layered on top of these practical considerations is an emotional motivation too: travellers are craving authenticity more than ever, seeking a tranquil, local feel when abroad, rather than Where’s Wally beach scenes. Toyo Odetunde

10. Private group travel

What’s the trend? The post-pandemic desire to gather friends or family and embark on a shared holiday experience shows no sign of abating – in fact, it’s on the increase in luxury travel, as people appreciate the benefits and savour the moment, from 3G family groups to 50-something empty-nesters keen to rekindle life-long friendships. Just don’t take Succession ’s family outing to Tuscany as a role model.

Why will it matter in 2024? “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,” says Tom Marchant of Black Tomato, for whom group travel now accounts for 30 per cent of bookings. The company has just launched its See You in the Moment series to cater for the demand: it uses a mood board of over 35 experiences themed around key flash points, from The Meal (a backcountry feast served on the North Rim of the Grand Canyon, for example) to The Challenge (rafting down the Apurímac in Peru, perhaps), all designed to create lasting memories. For Scott Williams, meanwhile, multi-generational travellers are thinking big: why take one house when you can take a whole estate, such as Meli on Paxos in the Greek Islands, which sleeps 17? Other groups are taking to the water, with Red Savannah reporting an increase in bookings for Turkish gulets, Egyptian dahabiyas and Indonesian phinisis. Scott Dunn have seen an increase in bookings amongst groups of friends, with 30 per cent of respondents in a recent survey saying they were planning trips for 2024 that included ski trips to France, adventure travel in South and Central America, and beach breaks on Antigua and Barbados. Empty-nesters are also a growing force, with groups of couples in their 50s to 70s hiring villas in the shoulder season for cultural weeks away, and all-female groups – mainly aged between 50 and 65 – who are proactive in wanting to renew long-term friendships. “We had one repeat group that included several cancer survivors,” says Sarah-Leigh Shenton at Red Savannah. “A hammam afternoon in Turkey was a deeply bonding experience and they’ve since travelled to Jordan and Sicily together.” Rick Jordan

11. AI aims to be your sidekick

What's the trend? Early last year, after OpenAI’s ChatGPT broke the record as the fastest-ever growing consumer app, travellers started playing around with AI chatbots to get inspiration on where they could go. More recently, major travel booking platforms have started to integrate AI chatbots into the booking experience. But if 2023 was the year of AI chatbots wanting to plan your trips , 2024 will be all about how AI aspires to be your travel sidekick. A wave of new AI-powered features and products aims to support travellers on the ground – all while raising concerns around the potential negative impacts as AI becomes more widely integrated with our travels.

Why will it matter in 2024? AI will start to make more real-time interventions in our travels in 2024. One practical example is live translation , which Samsung plans to launch on its 2024 Galaxy devices. Imagine calling somewhere you want to visit to get information without worrying about whether staff speak the same language as you. Another example is greater AI personalisation in popular apps you already use. Uber’s CEO Dara Khosrowshahi has recently touted the company's increasing use of personalised AI algorithms , which will learn about your habits and make suggestions based on what you’re doing. For the true early adopters, real-time travel interventions could also mean ditching your screen entirely and clipping a screenless personal translator and travel assistant to your chest. This is the unusual idea behind the new talking and projecting AI Pin from Humane , a start-up backed by investors including OpenAI’s Sam Altman, that promises to function a bit like the universal translator from Star Trek . Will anyone want to actually wear the pin or will it go the way of previously hyped devices such as Google Glass? It certainly raises a host of ethical questions about privacy and data protection. Yet the more that AI products successfully help in addressing on-the-go problems, the more travellers will come to rely on them too. JD Shadel

12. Skip-gen travel

What’s the trend? Skip-gen travel describes when grandparents holiday with grandchildren, in other words, "skipping" a generation. “In the past few months, I've had around twice as many enquiries as usual for grandchild/grandchild bookings,” says Clio Wood, founder of family retreat company &Breathe . “There’s been a rising trend of grandparents taking their grandchildren away,” agrees Ollie Summers, Head of Sales at bespoke operator Scott Dunn . “Often to places that have a sentimental meaning to them.”

Why will it matter in 2024? Several travel agencies have created itineraries to cater specifically for this demand in 2024. “Skip-gen safaris are emerging as a micro-trend from the UK, reflecting a niche traveller group now well established in the US luxury market,” says Liane Goldring of Mahlatini Luxury Travel . “The grandparents are usually in their 70s and still active enough to fully embrace a fully guided safari adventure.” Original Travel, meanwhile, has relaunched its Bonding Holidays Collection , featuring trips focussed on discovering something new together, such as its 14-day Family Ranching itinerary in the American West. Some of this growth can be attributed to big-ticket lockdown promises coming to fruition. Now, amid the UK’s cost of living crisis, parents are also keen to make the most of the time and childcare support of their typically baby boomer, more comfortably retired parents. Plus, the global ratio of living grandparents to grandchildren is higher than ever, thanks to a combined increase in life expectancy and drop in the number of children per person. We’re even said to be living in the "the age of the grandparent". Don’t expect this trend – or your grandparents – to slow down anytime soon. Becky Lucas

Glamorous train travel

13. Train travel gets glam

What’s the trend? Rising climate consciousness has fuelled a rail travel revival, the luxury train niche is reaching new heights of popularity, extravagance and ambition. Travel booking platforms are reporting growing demand for luxury rail trips , where the journey is, yes, the destination. In fact, new design-forward train lines increasingly rival the finest hotels for the culinary experiences and bells and whistles on offer.

Why will it matter in 2024? A new wave of rail lines and itineraries launching in 2024 puts an emphasis on deeper immersion into the culture and landscapes of the destinations, which are more and more off the beaten track. Responding to growing demand for luxury train travel among its user base, specialist platform Railbookers plans to launch arguably the most geographically extensive and expensive luxury train itinerary around. With prices per person starting at $113,599, the 80-day Around the World by Luxury Train voyage will cross four continents and 13 countries. Beginning in August , the slow journey will string together existing luxury rail trips including Canada’s Rocky Mountaineer from Vancouver to Jasper and India’s Maharajas Express from Delhi to Mumbai. In Asia, the previously paused Eastern & Oriental Express is making a grand comeback starting in February, with carriages getting an upscale revamp and its legendary route being retraced through Malaysia's landscapes. Meanwhile, Japan is a hot destination for its scenic train journeys such as the exclusive Train Suite Shiki-shima , which quickly closed applications for its 2024 trips due to demand. And in Europe, six new train lines will commence or terminate in Rome under Accor's La Dolce Vita umbrella, with suites designed by starchitects Dimorestudio, building on the cultural legacy of the famous Orient Express . JD Shadel

14. Restaurateur-owned hotels

What’s the trend? Restaurants and hotels are the two linchpins of the hospitality industry. And naturally, the two are often intertwined on one premises. Until recently, though, most hotels weren’t started or owned by restaurateurs. Yet as food-focused travel keeps increasing, with people hankering for the next hot reservation and planning entire trips around discovering a culture through its food, it makes sense that restaurateurs are adding hotelier to their CVs – and ensuring their new properties have impressive food offerings. We’d be remiss not to mention Nobu, which began as a restaurant in 1994 and in 2013 launched its global hotel brand, as a harbinger of the trend.

Why will it matter in 2024? Just as design brands (RH, West Elm) have opened hotels in recent years, now restaurateurs are getting in on the action. In the USA, restaurateur and 12-time James Beard award nominee Sam Fox has just launched the Global Ambassador in Phoenix, Arizona, with five restaurants. Santa Barbara’s Good Lion Hospitality is relaunching Petit Soleil , a Californian wine country boutique hotel, with a new bar and restaurant slated for next spring. The Lafayette Hotel & Club was debuted last summer in San Diego by Arsalun Tafazoli, founder of a local hospitality group that operates 16 bars and restaurants. The hotel has five restaurants and bars, with two more opening by the end of the year. In Dallas, Harwood International, which owns a dozen or so restaurants in the area, opened Hôtel Swexan in June. In the St Gallen region of Switzerland two hotels were recently added to beloved restaurants: the revamped Mammertsberg  and  Gasthaus Traube . In Slovenia, AS Hotel is a new place to stay launched Sebastjan Raspopović, son of chef Svetozar Raspopović-Pope of renowned restaurant Gostilna AS in Lublijana. Aside from a restaurant by Raspopović-Pope, the hotel has an eatery by Michelin-lauded chef Ana Roš. Finally,  R48 , and its lauded Chef’s Table, was opened in Tel Aviv last spring by R2M Hospitality Group, which also runs restaurants CoffeeBar and Herzl 16. Devorah Lev-Tov

15. Silent travel

What’s the trend? In an age of overstimulation, silence might be just what we need from our travels in 2024. Offering a chance to restore and reset, silent travel represents a more mindful kind of trip, one that doesn’t leave you needing a holiday to recover from your holiday. Silent meditation retreats are an increasingly popular wellness trend, but silent travel also encompasses secluded nature resorts, sleep retreats , quiet hotels , silent walking tours and even silent disco and concert experiences.

Why will it matter in 2024? Saturated with stress and screen time, many of us are looking for ways to disconnect. The silent walking trend that recently took TikTok by storm reflects a growing impulse to escape the noise of our tech-fuelled lives and embrace the quiet, with promising implications for wellbeing. One 2015 study suggests silence may help to stimulate brain development, while another found that two minutes of silence during or after relaxing music increased the music's calming effects. With the Global Wellness Institute forecasting a 21 per cent increase in wellness tourism in the next two years, what better counter to the chaos of our always-on lives than silence? Silent travel is also part of a move towards more sustainable tourism. Quiet Parks International , for example, offers unique nature experiences in dedicated quiet spaces, reducing noise pollution for the surrounding wildlife. Silent travel opportunities abound in 2024. Kick off the year with a silent retreat in Portugal (with Innate ) or Italy (with Mandali ). More adventurous silent-seekers can trek the peaceful Japanese Kumano Kodo trail, or explore Finland’s Arctic landscape with a Silence & Nature Tour . For a tailor-made silent experience, Black Tomato’s Blink camp offers luxury accommodation in the world’s most remote settings, while its Get Lost programme promises to help you find yourself by getting lost in a far-flung location. Tasha Kleeman

16. Urban gardens

What’s the trend? Never mind the biophilic office and those pot plants you forget to water: whole cities are going green as architects and planners create leafy microclimates amid the grey concrete to help keep us cooler, connect communities and even feed us.

Why will it matter in 2024? Having trees and gardens in our cities is a pretty good idea. King Nebuchadnezzar certainly thought so, which is why his Hanging Gardens of Babylon made it into travel’s first-ever bucket list – the Seven Wonders of the Ancient World – back in the 2nd century BC. Nowadays planting trees creates much-needed shade, stores carbon and increases biodiversity, but it also makes our cityscapes so much nicer. While Valencia, an early adopter of urban greening with its 12km-long Turia Garden in 1986, is the 2024 European Green Capital, France is busy planting trees like there’s no tomorrow: go to Paris for the 2024 Olympics and you’ll spot budding new forests growing in Place du Colonel-Fabien, Place de Catalogne and in the Charonne district, while Bordeaux’s Grandeur Nature project includes urban cooling islands, micro-forests and rain gardens. All of which will doubtless be discussed at the ISHS Green Cities 2024 symposium, hosted by RHS Garden Wisley in Surrey, England, in September. Meanwhile, on Cyprus – an island that experienced temperatures of 44℃ in 2023 – the new Salina Park opens in time for summer shade in the seaside city of Larnaca. In Brazil, Rio’s Hortas Cariocas is a groundbreaking achievement that will be completed by the end of 2024: the largest urban vegetable garden in the world, connecting 56 community gardens across favelas and schools. And in London, the £1-billion Google building in King’s Cross will show just what can be done with one structure. Designed by Thomas Heatherwick, the "landscraper" – only 11 storeys high but stretching out longer than the Shard is tall – is hoped to provide a blueprint for future urban projects: running along the rooftop is a multi-level garden, with wildflowers, lawns and decked seating areas, set with more than 55,000 plants and 250 trees. Can you dig it? Rick Jordan

17. Back-of-house tours

What’s the trend? Greener hotels giving us a look behind the scenes to show us – not just tell us – they're sustainable. We don't mean a look-see at solar panels or composting, but heart-lifting experiential tours that help us appreciate why it matters to support socio-economic uplift through tourism. In South America, Blue Apple Beach invites visitors to get up close and personal with the community work it does in Colombia through its impact fund. Founder Portia Hart wanted more than token-gesture carbon offsetting, where locals themselves could decide how money was spent. In Africa, guests of the Bushcamp Company contribute to initiatives through the Luangwa Conservation and Community Fund. A popular excursion in Zambia is visiting the boreholes that are installed with outreach funds. Each pump provides fresh drinking water to hundreds of people a day, and visitors who spend time with those gathered get a very tangible insight into how such provisions funded by hospitality can literally change lives in regions most affected by a warming planet.

Why will it matter in 2024? Transparency is on the up as the European Union's Corporate Sustainability Reporting Directive comes into force and greenwashing is coming close to being officially outlawed. A year of droughts, floods and heatwaves also reminds us we need to make better-informed choices in our travel planning – and all the better if we can also get a crash course in the science and sociology of positive impact. Experiences that go beyond explaining responsible practices, but demonstrate a deep respect for communities on the climate-change frontlines and help make their challenges relatable to visitors are especially helpful. Juliet Kinsman

18. Wild feasting

What’s the trend? Have you ever noticed how food always tastes better outdoors? But in today’s modern world many of us are more used to eating a sandwich while staring at a screen. Wild feasting describes the trend for beautifully curated culinary experiences in natural environments with the incorporation of hyper-local and foraged ingredients. In Sweden, for example, you can tap into a network of do-it-yourself outdoor restaurants where you book a table in a scenic location, search for nettles, birch leaves, lingonberries and trumpet chanterelles, and then cook them on an open fire according to a recipe card provided by a Michelin-grade chef.

Why will it matter in 2024? A greater range of wild feasting opportunities will give urbanites a chance to properly connect over food. Leading the way is Noah Ellis, founder of the UK's Nomadic Dinners. “Since launching in 2018, we experienced compounded year-on-year growth for our feasting and foraging experiences,” he says. In 2024 he will be hosting a new series of fire feasts, including one set among the bluebells. Also tapping into the zeitgeist is TikTok star Alexis Nikole Nelson (aka the Black Forager) who will publish a book about wild food in 2024. And don’t forget, 2024 is the last year you will be able to eat at Copenhagen ’s legendary, foraging-focused restaurant Noma before it turns into a test kitchen and closes to the public. Another innovator is Holmen Lofoten’s Kitchen On The Edge Of The World series in the Norwegian Arctic Circle, where guests can participate in four nights of wild feasts cooked by top chefs. In 2024, these will include Lennox Hastie, José Pizarro and Heidi Bjerkan. Ingunn Rasmussen, owner of Holmen Lofoten, says: “Now, as when we were little kids, gathering around a bonfire in the wilderness, sharing stories, feasting under the stars in these magical, remote surroundings is one of the absolute highlights, both for our guests and for us.” Jenny Southan

19. Plan-free travel

What's the trend? Saying no to endless scrolling to plan every inch of a trip, and saying yes to spontaneity instead. The power of the algorithm-spawned era of Fomo travel is waning, with those once secret spots made Insta-famous becoming tired and cookie-cutter, and the drive to plan a trip around them losing momentum. The rising counter movement is travel with no plans at all.

Why will it matter in 2024? The plan-free appeal is going one step further in 2024. Booking.com recently reported that 50 per cent of UK travellers want to book a surprise trip in 2024, where everything, even the destination, is unknown until arrival. And it’s possible to do it via travel companies such as Black Tomato, whose Get Lost service offers customers the ability to simply select a preferred environment – polar, jungle, desert, mountain or coastal – and leave its team decide everything else. “While we launched Get Lost several years ago, post-pandemic we’ve seen a notable and rising uptick in bookings and enquiries,” says Black Tomato co-founder Tom Marchant. Journee offers a similar surprise element, with travellers only finding out where they’re going at the airport. The service, which includes a full itinerary and access to a team via Whatsapp, is particularly popular with solo female travellers, while overall demand has grown so much that the London -based brand recently launched trips in the USA. Lauren Burvill

20. Frontier tourism

What’s the trend? To go above and beyond. Or below and under. As crossings of the tumultuous Drake Passage to Antarctica rack up millions of TikTok views and traffic jams form on Everest, canny travellers are seeking more individual, less obvious experiences that combine thrill-seeking with more meaningful self-empowerment.

Why will it matter in 2024? One person’s frontier is another’s backyard, of course, so frontiers are entirely subjective here. For some, this could mean being the first to camp under the stars in a remote landscape, or hike an ancient pilgrimage trail that’s been off the map for centuries. It’s still possible to bag a rare place on a Kamba African Rainforest Experience in the Republic of the Congo, being one of just 12 people to explore a game park the size of Belgium. Black Tomato, meanwhile, is designing an intrepid new expedition to the remote Mitre Peninsula in Argentina, along with a trip in Peru navigating the Sacred Valley of the Incas by raft. “This sort of adventure goes beyond bragging rights and is more akin to self-empowerment and the gratification of pushing our own horizons,” says Black Tomato co-founder Tom Marchant. The Ultimate Travel Company is also heading to Peru, a country repositioning itself for luxury travellers, with stays at Puqio, its first tented exploration camp,, in the remote Colca Valley in the Southern Peruvian Andes. Wilderness camping is also pegging out fresh terrain in Kyrgyzstan, with yurt stays on the steppes trending for 2024, according to Wild Frontiers, as is Mongolia ; while Albania, Mongolia, Pakistan and the Empty Quarter of Oman are all on the radar for an increasing number of travellers. And while the space-age pods of White Desert have already sold out for New Year’s Eve 2024 and 2025, latter-day frontiersfolk can take the path less travelled and explore the frozen continent’s southern coast (99 per cent of visitors go from South America to the northwest) with The Ultimate Travel Company’s new Ross Sea cruises, seeing the Ross Ice Shelf and Transantarctic Mountains. Don’t forget to pack your penknife. Rick Jordan

CALL US! 787-721-3984

Modern Travel & Tours is a family-owned and operated full-service travel agency based in San Juan, Puerto Rico since 1978.

They go that extra mile for their clients, which has been the key to their company’s success gaining them the recognition from major airlines, tour operators, cruise ship companies and hoteliers year after year.

A flexible and highly personalized service is offered in building customized vacations from scratch. No detail is too small and our customers know to rely on our professional advice. For the upscale traveler, we spare no effort to create a decadent and unforgettable travel experience. Our alliance with Virtuoso enables us to offer you complimentary upgrades, outstanding amenities, privileged access and private events all over the World.

Whether your expectation is a luxury vacation of a lifetime or balancing corporate objectives with cost savings, our focus is to exceed expectations.

Virtuoso is a global luxury network of leisure travel advisors and carefully curated travel providers. We represent the best of the best in travel, with a portfolio of nearly 1,700 preferred partners - top hotels, cruise lines, tour operators, and more. Our advisors use their global connections to plan the most memorable experiences for their clients, from weekend getaways to dream vacations. A Virtuoso travel advisor elevates every trip. They know how to get the best value for your time and money, and, thanks to their global connections, they can VIP you at hotels, on cruise lines, on tours, and more.

OUR SERVICES

AIRLINE TRAVEL

We make all necessary arrangements for airline travel, including fare comparison and web fare search.

As Virtuoso members, we hold agreements with leading domestic and international air carriers that translate into outstanding fares and services for you.

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Transfers, hotel, train reservations, and any other specific request you may have to make your trip to your specifications can be arranged. 

Hundreds of the finest hotels, resorts, spas, lodges, rail lines, and car services around the world roll out the red carpet for Virtuoso clients.

With direct reservation systems to the most popular cruise ship lines, we can offer an immediate response to your cruise requests.

Join the Virtuoso Voyager Club and enjoy private shore events and onboard activities only offered through Virtuoso agencies to its clients. Membership is complimentary.

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We take care of all necessary

arrangements for corporate conventions from accommodations, transfers, excursions, meeting room reservations, audiovisual equipment, tour guides, banquets, entertainment, and many others to motivate morale and improve business.

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We make reservations for theatre, restaurants, gifts, limousine, spas and many other special requests. As Virtuosospecialists we know the world and all the ways for you to discover it.

We have specialists dedicated to our corporate accounts ensuring a productive and rewarding travel experience.

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Our customers can access our

reservation department through our website, www.moderntravel.com , or call our 24-hour emergency number to receive immediate service.

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We complete frequent flyer applications. Benefits offered are free travel upgrades, free travel, and hotel and car rental discounts. For platinum or gold frequent flyers, our agency takes care of upgrade requests and follow-up confirmations.

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If you need a new passport, renewal, or visa for your trip, we offer assistance for processing. We can help you get them in a rush with less than a week's notice.

SPECIAL MEMBERSHIPS

With our membership with Virtuoso and as an Authorized Disney Travel Planner (not an agent of the Walt Disney Company or its affiliates) our specialists receive constant training on the new trends and special offers for our clients. And through our website, you can find updated offers as well for both, Virtuoso and Disney Travel Co.

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They did an outstanding job putting together our recent trip. Our agent was proactive, creative, resourceful and responsive. Working with them on the trip added value I definitely could not have equaled planning the trip myself.

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Innovations in Travel: Technology's Influence on Modern Journeys

Posted: November 8, 2023 | Last updated: April 7, 2024

Safety is the number one priority for many people when it comes to traveling. Biometrics have helped make significant progress on that criteria. Biometric technologies like fingerprint scanning, facial recognition, and iris scanning offer a higher level of security compared to traditional identification methods.

Airport security and immigration processes have sped up thanks to biometrics, reducing wait times and eliminating the need for physical documents and manual verification. Biometrics also enable personalized travel experiences by linking individuals’ biometric data with their travel preferences and profiles.

Mobile Payment Solutions

Mobile payment solutions have been playing a major role in the evolution of travel. In fact, the globalization of these payment solutions has enhanced travelers’ experiences wherever they go, reducing the need for physical cash.

Many mobile payment solutions are widely accepted globally, allowing travelers to make payments in different countries without dealing with currency exchange or international banking issues. It also provides financial inclusion by providing access to digital payment methods to people who may not have access to traditional banking services while on the move.

Smart Travel Accessories

Smart travel accessories have solved many inconveniences and issues for travelers. For instance, portable Wi-Fi hotspots or smart travel routers enable travelers to stay connected to the internet while on the go, which is crucial when exploring unknown areas.

Some travel gadgets, like portable chargers, noise-canceling headphones, and smart suitcases with built-in GPS, enhance convenience and optimize travel. These kinds of smart accessories are also used for safety purposes.

Artificial Intelligence (AI)

The AI takeover is real. Platforms like ChatGPT and Bard are regularly used by Internet consumers. When it comes to traveling, artificial intelligence can be very useful, and these chatbots can be used to provide information and assist with bookings.

AI algorithms can analyze large amounts of data, including user preferences and past travel behavior. Using that data, AI can offer personalized travel recommendations. For businesses in the tourism industry, AI algorithms can analyze market trends and demand patterns to generate selling strategies and offer the best prices to maximize revenue.

Virtual Reality

Technology has advanced so much that it allows us to travel to a certain place before actually going there. How? Virtual reality allows travelers to go through immersive experiences. Through VR headsets or immersive displays, users can virtually “step into” different locations, allowing them to explore and interact with their surroundings as if they were actually there.

These kinds of experiences can help people take a look at places that they haven’t been able to visit. It also provides helpful information that can help travelers make decisions ahead of their trip.

Augmented Reality

Augmented reality apps help travelers by providing real-time information about particular places, attractions, and destinations. AR can help people navigate unfamiliar cities and learn about those places along the way.

Interactive guides, real-time translation, and personalized recommendations are some of the features that AR apps provide to travelers. They improve users’ engagement with the destination where they’re at and provide much-needed information when discovering new places and navigating unknown territories.

Online Travel Agencies (OTAs)

Online Travel Agencies have resolved many obstacles regarding travel accommodations. Platforms like Expedia, Booking.com, and Airbnb have made it easier to find and book accommodations wherever you go.

Providing a wide range of options and competitive prices, OTAs eliminate the need to visit multiple websites or make many phone calls to organize trips. User reviews and ratings, with 24/7 availability and customer support, have helped travelers get references about possible destinations and accommodations.

Internet of Things

The Internet of Things (IoT) describes the network of everyday objects connected to the internet via embedded devices with sensors, software, and other technologies. IoT devices have also impacted the travel experience.

Whether it’s smart luggage trackers or hotel room controls, these kinds of devices improve the traveler’s experience and organization. It also helps to ensure safety when traveling with devices such as smart surveillance systems equipped with IoT sensors.

Ride-Sharing Services

The long-awaited alternatives to traditional car rentals and taxis have finally arrived in the last couple of years. Companies like Uber and Lyft have revolutionized transportation with their convenient ways of getting a car to move around a city.

Smartphone apps help travelers request a ride, track their driver’s location, and pay for the service without the need for cash. Pricing models, such as dynamic pricing based on supply and demand, can offer competitive rates, especially during non-peak hours when regular taxis are not available or hard to find in some cities. These companies usually offer safety and transparency by providing driver background checks, vehicle inspections, and real-time tracking of rides.

When it comes to cybersecurity and transparency, blockchain technology has had a major impact on travel. Passenger identities and booking records are stored on the decentralized blockchain, reducing the risk of fraud, identity theft, and data breaches.

Blockchain technology also helps with payments. In the travel industry, the blockchain eliminates any intermediaries in the payment, like banks, enabling peer-to-peer (P2P) transactions, saving time and transaction costs, and enhancing transparency. It also plays a big part in loyalty programs, with the use of blockchain-based tokens or cryptocurrencies that allow more flexibility in the program’s rewards and can be redeemed through multiple participating travel providers.

Electric and Hybrid Vehicles

In a world where there’s air pollution nearly everywhere, the transportation industry is trying to change that with electric and hybrid vehicles. The quest for environmental sustainability has allowed these vehicles to change the way we travel.

Electric and hybrid vehicles produce lower or zero carbon emissions, helping to fight air pollution, greenhouse gas emissions, and climate change. In that way, sustainable and eco-friendly travel can be achievable in countries that have and produce these kinds of vehicles.

In a data-driven modern world, Big Data allows businesses to gather and process large amounts of data from travelers. This allows them to offer personalized travel experiences tailored to individual preferences, customized promotions, and personalized recommendations.

Big data enables businesses to gain a deeper understanding of customer needs and preferences. Business-wise, it analyzes market trends and demand patterns to optimize selling strategies and pricing. It also helps travelers improve their planning and trip management.

Travel Sharing Platforms with User Reviews

One of the most important aspects of traveling is trusting the people who are in charge of the transportation, accommodations, tours, and other trip activities. Travel sharing platforms have gained a lot of popularity over the course of the years thanks to the facilities they provide for both parties to connect and interact.

Another key part of travel sharing platforms are the user-generated reviews and recommendations. Platforms like TripAdvisor and Yelp help travelers make informed decisions based on other travelers’ opinions.

Autonomous Vehicles

While still in the early stages, autonomous vehicles promise to change the way we travel forever. Brands like Tesla and cities like San Francisco have begun experimenting with driverless vehicles. The main advantage of autonomous vehicles is that they can eliminate human error, which is the leading cause of accidents due to distractions, fatigue, or impaired driving.

They detect advanced sensors and cameras and use artificial intelligence algorithms to navigate and make decisions on the road. Autonomous vehicles also have the potential to increase accessibility and mobility for people who cannot drive.

Mobile Apps

The days of using gigantic maps to move around unknown territory on your trips are over. Travel apps have changed the way we organize and manage every journey. It seems like every problem or issue can be easily resolved by just unlocking a smartphone and downloading different apps.

Airlines have their own apps to book flights. Some hotels and activities can also be booked through apps, while car rentals and tickets for other modes of transport can also be secured online. Moreover, any Maps application on smartphones can provide real-time information and even travel guides while spending time far from home.

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• Share full article

For Mormon Missionaries, Some ‘Big, Big Changes’

The church has loosened its strict rules for those evangelizing. And many members of Gen-Z are loving it.

Andres Gonzalez stands in front of a statue of Jesus Christ in Los Angeles as another missionary, Alec Crawley, films him for a video for social media. Credit... Isadora Kosofsky for The New York Times

Supported by

By Lauren Jackson

Lauren attended church in London, Los Angeles and Paris and spoke with current and former missionaries to report this story.

• May 10, 2024

Andres Gonzalez, 19, stands on the balcony of his Los Angeles apartment, his hands in his suit pockets. It is his first week as a missionary, but today, instead of approaching people on the street, he is shooting a video that he will later post to social media.

After about a dozen takes, he is successful. “Hello! If you would like to learn more about Jesus Christ,” he says to the camera in Spanish, “contact me.”

Mr. Gonzalez is the image of the modern missionary for the Church of Jesus Christ of Latter-day Saints, which has changed many of its practices — from how missionaries preach to how they dress.

The faith, long known for sending tens of thousands of neatly and formally dressed young people across the globe each year to preach door to door, is encouraging new missionaries to spread the gospel on social media and, for some, with acts of community service closer to home.

As a church leader, Dieter F. Uchtdorf, put it, missionaries should feel comfortable sharing their faith in “ normal and natural ways .”

In the last few years, the church has also changed some rules for missionaries themselves — loosening restrictions on dress codes ( women can wear pants ) and how often they can call family members back home ( once a week , not just on Christmas and Mother’s Day).

To outsiders, the adjustments may seem small. But to missionaries who adhere to strict rules while on assignment, the shifts are dramatic.

“We’ve seen a lot of big, big changes,” Jensen Diederich, 23, said. He served his mission in Peru and said it was “monumental” when the church allowed him to call home weekly, instead of just twice a year.

The church believes missionary work is essential for the world’s salvation — that people must be baptized in the faith to get to the highest level of heaven after they die. Missionary work also helps increase the church’s membership, and it deepens many young members’ faith. Many missionaries begin their assignments just after they leave home. Instead of partying on a college campus, they commit themselves to the religion and develop habits that can last a lifetime.

One of those members was Senator Mitt Romney of Utah, who was a missionary in France in the 1960s. He has said the isolation of his mission allowed him to examine his faith without distraction . When asked about the changes, he said, “For young people of my generation, I think the separation from family and friends served us well.”

But he understands times have changed. “With today’s youth in near constant contact with one another, maintaining greater connection during a mission fits their life experience,” he added.

Many young church members say the new rules have made missionary service more attractive and realistic.

Kate Kennington, a 19-year-old with a mission assignment to London, said finding people online and messaging them is a more successful way of approaching potential converts. “It’s how I would want to be contacted,” she said.

“Knocking on doors and approaching people on the street are no longer seen as useful as they once were because of shifts in American culture,” said Matthew Bowman, a professor of religion and history at Claremont Graduate University who holds the chair of Mormon studies. He is also a church member.

For decades, missionaries’ clean-cut suits were signs of prosperity, Mr. Bowman said, and an effective way of appealing to converts. But they now feel “outdated.”

Many of the changes, especially the push to evangelize on social media, were fueled by the pandemic, which shut down in-person church gatherings and forced Latter-day Saints and Jehovah’s Witnesses to find alternatives to door-to-door preaching.

The missionaries use their phones to film videos of themselves promoting the church or sharing messages of faith. In one video , a missionary raps about his faith. In another , two missionaries throw a football and a Frisbee through an obstacle course in a church gym — an object lesson meant to visualize how Jesus Christ can help people overcome challenges.

So far, the changes appear to be working: In the last three years, as pandemic restrictions lifted and young members responded to an appeal from the church’s top leader for them to serve, the number of full-time proselytizing missionaries has risen by around 25 percent , according to church data. At the end of last year, the church had about 72,000 full-time missionaries serving around the world.

The church has just under 17.3 million members globally but has seen growth slow. From 1988 to 1989, during a surge in growth when the church expanded into West Africa , the church grew by about 9 percent . Last year, the church grew by about 1.5 percent .

A tradition of travel

Missionary work is a rite of passage for Latter-day Saints — and has been since the church’s founding in 1830.

The church’s missionaries have traveled the world, growing their faith from a fledgling start-up in upstate New York to a global religion that brings in billions of dollars in revenue .

Church leaders say it is men’s responsibility to become missionaries for two years starting at age 18. Missionary work is optional for women, who serve for 18 months. The church has historically encouraged women to focus on marriage and motherhood. But since 2012, when the church lowered the age women could become missionaries to 19 from 21, more women have been going .

Missionaries leave their families and friends, learn new languages and spend the first years of their adulthood spreading the gospel of Jesus Christ.

While on a mission, they cannot date and must follow the religion’s ban on premarital sex, drinking, smoking, coffee and caffeinated tea. Communication with friends and family back home is restricted. They commit to stay focused on their work, and their proximity to their missionary partner creates a sense of accountability that keeps most from breaking the rules.

Until recently, the experience of young missionaries was similar to that of their parents. They first attended a missionary training center — a religious boot camp of sorts — before then traveling to their missions.

Most missionaries now start their training online at home , where the transition is less jarring. They can adapt to a mission schedule with their family’s support. Being home is also an opportunity for new missionaries to evangelize in their community.

“I’ve had friends who aren’t members of the church,” Tanner Bird, a 19-year-old missionary in Brazil who did part of his training at home in Houston. “And I just get super, super excited and talk to them about the gospel.”

Once deployed, men in some areas are allowed to wear blue shirts and go without ties , while women can wear wrinkle-resistant dress pants in “conservative colors.” Most missionaries now have smartphones and call their families weekly.

Some traditions remain: Young missionaries still do not get to pick their destinations. Many teenagers throw parties to open their assignments, reading their “call letter” aloud for the first time in front of family and friends. Others film elaborate announcement videos — including on ice skates . Some serve close to home (there are 10 missions in Utah). Others go as far as Tahiti or Tokyo.

Mr. Gonzalez, the missionary in Los Angeles, said he first imagined going on a mission when he was a child in Venezuela. His parents, who converted to the faith, often had young missionaries over for meals. After the church helped the family settle in Utah, he said serving as a missionary was part of his “American dream.”

Every morning, he wakes up at 6:30 a.m., the set time for many missionaries, with his “companion,” an assigned missionary partner. They are mandated to “never be alone,” with few exceptions, and each day follow a missionary schedule .

On Facebook, they contact people they have met, including those they have approached on the street in downtown Los Angeles. They also search groups for people who may be open to their message and post videos to generate interest in their faith. They keep track of potential converts’ progress, including lessons they teach. Every Monday, Mr. Gonzalez calls his parents.

Calls are also an opportunity for him to receive support. “It’s a little bit hard,” Mr. Gonzalez said of his mission work, describing people in downtown Los Angeles as “busy.” Still, he remains hopeful: “Some of them, they really are ready. They make time, even just like five minutes.”

The missionary experience is not for everyone. Some people feel isolated, find it difficult to adapt to a location, or struggle with the rules or the pressure to keep their commitment. Some people do leave early; the church does not comment on those who do.

Alex McAlpin, a 23-year-old who went on a mission to Denver, almost did not put in a missionary application. Before her mission, she attended Pepperdine University, where she wrestled with some aspects of church doctrine and history.

Then the church made its dress code change, allowing women to wear pants in 2018.

“That was the first day of my life that I thought maybe I would go” on a mission, Ms. McAlpin said. She saw the new dress code and the church’s other mission changes as a sign the church was evolving and listening to its younger members, many of whom hope their church will modernize in larger ways. “I wanted to be a part of the change.”

Lauren Jackson is an associate editor and writer for The Morning , The Times’s flagship daily newsletter. More about Lauren Jackson

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