Out with one and done trips, in with multi-destination city jumping adventures planned by an AI travel agent.
Kayak launched its WTF - What the Future Report, which reveals eight predictions for travel by 2030.
In partnership with The Future Laboratory, the WTF Report blends social and cultural research, interviews with Kayak executives and external experts, survey insights from 9,100 people across nine countries, and an in-depth analysis of Kayak user behaviour.
Here are their eight travel trends for the next few years.
AI Agents
A new wave of travel agents is emerging, focusing on personalized travel experiences.
“By 2030, virtual AI Assistants will handle a variety of travel arrangements, offering tailored trips and securing the best deals effortlessly,” Kayak said
"AI is already rapidly improving customer support for travel delays and itinerary changes. It's also suggesting personalized recommendations of places to visit and things to do. The next big step forward will be automated bookings, and we're already making Kayak AI agent-friendly," said Steve Hafner, CEO of Kayak.
The top “travel headaches” Canadians want AI to fix are comparing costs of flights (47%), rescheduling delayed flights (29%) and comparing costs of accommodations (41%) among the top. Canadians aged 25 to 34 are more likely than any age group (13%) to allow AI to book their dream vacation without checking the details, while Canadians aged 55+ are significantly less likely to do this (3%).
City Jumping
By 2030, travellers will prioritize multi-stop trips over single-destination vacations. As visa regulations relax worldwide, governments and destinations are gearing up for the rise of city-jumping travellers.
43% of Canadians said their 2025 travel plans include visits to multiple cities. When asked why they might consider city jumping during a single trip, the major factors were affordability (56%) and experiencing more during their travels (47%).
Vitamin T
Kayak notes a surge in wellness travel, with pools as the top-searched hotel amenity globally, followed by hot tubs, spas, and fitness facilities. 60% of travellers prioritize relaxation, while 13% emphasize health and wellness. Destinations promoting longevity will become sought-after additions to travellers' bucket lists.
Feedbooking
From browsing feeds to booking trips, travellers will use social media as a booking platform. Currently, 36% of travellers find trip inspiration on social platforms, a trend expected to grow by 2030. Kayak predicts social media will shift from inspiration to a full-fledged travel shopping channel, with apps serving as travel storefronts.
52% of Canadians said they have been influenced to book a trip after seeing images, video or reviews on a social media platform.
Virtual Voyages
By 2030, travel will feature holographic concierges. Travellers anticipate virtual hotel room previews (35%) and almost 10% of air passengers expect in-flight VR entertainment for an immersive experience.
LIT - Low Intensity Travel
The shift toward unexplored destinations will challenge today's top travel spots. Concerns over overtourism and carbon footprint (14%) will influence future travel decisions. The quest for unventured experiences will shift from adventurers to conscious travellers, becoming a mainstream travel priority.
Spiritual Sidequests
From silent retreats to genealogical investigations, Spiritual Sidequests will have their moment by 2030, with more and more travellers wanting to pair exploring a destination with exploring their inner-self to grow and heal.
Disloyalty Program
Loyalty Programs will adapt to meet the demands of price-conscious travellers. 29% of travellers want personalized loyalty rewards, such as receiving refunds when air ticket prices go down (32%). With 72% anticipating higher travel prices in the future, travellers are prioritizing savings and will switch brands for better deals.
PureSpectrum interviewed 9112 respondents aged 18+ in the US, UK, Canada, Brazil, France, Germany, Denmark, and Sweden who travel for leisure purposes internationally at least once a year. The survey was conducted using an online methodology. A sample of 2000 people were polled in the US, and all other markets had a targeted minimum sample of 1000 completes. The research fieldwork was conducted from August 13 - 20, 2024.
