Black Tomato details travel trends to watch for 2024

In the trends report published online, the luxury travel company identified themes for 2024 based on industry data, expert insight and customer behaviour.

One key take-away is the predicted upward curve in group travel. At Black Tomato, bookings for eight or more people increased 35% in 2022 compared to 2019 and groups now account for 30% of bookings. Sales from multi-generational families and large groups of friends are at an all-time high.

Elsewhere, industry data indicates a similar pattern, with Leading Hotels of the World reporting that group bookings of three rooms or more are up 33% in 2023 compared to 2022; Amadeus also noted an 18% increase in group bookings last year.

In the family travel arena, Black Tomato says it has seen a surge in requests for holidays focused on sharing passions such as pottery, sculpting, cooking, climbing or astronomy. This has led to an increase in bookings for its Field Trip educational holidays featuring activities such as learning about sustainable food practices with a pioneering farmer in Copenhagen.

Continuing with that theme, the report says holiday requests will be more specific in 2024 with ’modern-day pilgrimages’ to seek out the source of a favourite dish in Italy, for instance, becoming more popular.

The brand has also identified a desire for ‘frontier travel’ among its customers, to seek out new destinations and personal challenges, such as trekking an ancient trail or visiting a remote place. In response, it will be adding a new expedition to the remote Mitre Peninsula in Argentina’s Patagonia region this year.

As clients increasingly request under-the-radar alternatives to over-touristed sites, the tour operator is priming new tours such as a trip to navigate Peru’s otherwise inaccessible Ancient Valley of the Incas by raft.

Similarly, customers have recently been requesting places that offer solitude, such as Namibia’s Skeleton Coast. Bookings for Black Tomato’s signature Blink camps, set up in some of the world’s most remote locations, have grown by more than 40% since 2021.

Focused wellness to address specific areas such as insomnia, anxiety or diet is another trend set to be popular in 2024, according to Black Tomato. The company says it also has seen an uptick in interest for tailored wellbeing experiences including breath workshops, sleep clinics and mediation masterclasses.