Following the British Airways 2024 Travel Trends Report released this month in association with Globetrender and industry experts, data has shown the key themes set to shape the nature of travel over the next year: season stretching, destination swaps, 'TikTok trips' where people are choosing their holidays based on TikTok and influencer recommendations, offline holidays, and 'location scouting' where travel to a location is boosted after being featured on TV/films.

If you are planning on writing any follow-up trends pieces in light of the report, we wanted to put the adult-only hotel collection Cook's Club on your radar. With 10 hotels across Greece, Türkiye, Mallorca and Egypt, between them, Cook's Club Hotels uniquely cater to the trends found in the report.

For ease, please see below a summary of some of the trends below, and how Cook's Club speaks to each for any upcoming trips, reviews or features you might be working on or have in the pipeline.

1. Season stretching

With rising crowds and climate change putting people off travelling in peak season (July/August) the last year has seen 45% of people saying they are most likely to travel in the off peak period in 2024/25.

Türkiye is becoming one of the most popular countries for season stretching and Cook's Club Adakoy, open all year round, provides the perfect spot for an adult only stay, and appeals to those with a range of interests from music to trekking and yoga. In the report, Greece was also found to be highly attractive for season stretching so for other year-round stays, Cook's Club Corfu, Hersonissos and Iaylsos offers a great holiday option between peak and off season. Cook's Club Alanya and El Gouna are also open year-round.

2. Destination swaps

Savvy travellers are looking to avoid the impact of over tourism, save money and discover new areas, meaning that alternative destinations to typical tourist hot spots are on the rise. 87% of UK adults are looking at less-known locations now. As an alternative European city break, Rhodes Cook's Club City Beach is a brilliant cultural, and less popular option to Athens or Thessaloniki for those seeking to travel to a Greek city.

3. Offline holidays

Since the pandemic, there continues to be an increase of people working digitally which despite offering flexibility, has made people less likely to completely detach from their work lives. BA's report found that 47% of travelers now check work emails whilst away, so to combat this, activity holidays are back on the rise to help travelers switch off.

Across the Cook's Club collection, weekly activity programmes are offered to guests, promoting wellness through the likes of yoga classes, fishing evenings, and national park treks. For any pieces that might delve into the popularity of active holidays for helping people unwind, Cook's Club is a fantastic option.

It would be great to connect and hear what you're working on for 2024/25 travel trends. Let me know if you're interested in finding out more about Cook's Club or have any questions.

Thanks,
Aiden