In an age where travel preferences are swiftly changing, Marriott International’s latest survey sheds light on the emerging trends shaping group travel in 2024. Conducted across the United States with over 1,000 travel planners and event organizers, this study from the Caribbean and Latin America regions is a key indicator of the future of travel.

Key Findings: Personalization and Flexibility Take the Lead

Marriott’s survey highlights a significant shift towards personalised and flexible group travel experiences. Gone are the days of conventional planning; 2024 is all about aligning venues with evolving program goals, rapidly adapting to changing needs, and quick response times. Interestingly, only a third of respondents consider past experiences or a destination's popularity as decisive factors. This trend underscores an openness to exploring new venues that align with current priorities.

Immersive Experiences and Local Engagement

Today's travelers crave authenticity and cultural immersion. The survey indicates a strong preference for local food and beverage experiences, transportation solutions that connect with the destination, and activities that offer a deep dive into local culture. Significantly, a quarter of respondents seek corporate social responsibility experiences, reflecting a growing desire to contribute positively to local communities.

Flexibility over Fixed Formats

The post-pandemic world sees a departure from rigid event protocols. Plated meals and strict indoor settings are making way for flexible dining options and a mix of indoor and outdoor venues. This trend indicates a shift from standard, one-size-fits-all event solutions to more tailored, adaptable experiences.

Wellness Beyond Traditional Boundaries

Wellness remains a top priority, but with a twist. Instead of just spa-centric offerings, there’s a burgeoning interest in active wellness pursuits like martial arts and mindfulness activities such as yoga and meditation. This expanded view of wellness encompasses a holistic approach to both physical and mental well-being.

Cultural and Sustainable Travel: The New Norm

The desire for cultural immersion is stronger than ever, with a focus on local gastronomy, beverages, and language experiences. Sustainability also remains a crucial aspect, with a notable interest in eco-friendly destinations and activities that support community rebuilding efforts.

Top Destinations Revealed

For both leisure and business travel in 2024, Mexico, Jamaica, and Aruba lead as the most desirable destinations, followed closely by the Dominican Republic and the Bahamas. The Caribbean continues to be a favoured region, known for its scenic beauty and accessibility from the United States.

Marriott’s Response: Enhancing Experiences

Leveraging these insights, Marriott International is poised to enhance its offerings, ensuring memorable experiences that align with these emerging trends. With a robust presence in the region, Marriott is committed to fulfilling the evolving needs of modern travellers.

About Marriott International

A global leader in hospitality, Marriott International boasts an expansive portfolio of over 8,100 properties across 139 countries. Based in Bethesda, Maryland, the company prides itself on its award-winning travel program, Marriott Bonvoy®. This program offers a range of options for travellers, from luxury stays to unique experiences redeemable through points earned in various ways.

Image Credits- Marriott International