Study: People to Seek the ‘Right Balance’ with Travel in 2023

Seeking the “right balance” through travel despite global instability is the key takeaway of an annual travel predictions report released by digital travel giant Booking.com.

According to the study carried out on over 24,000 travelers from 32 countries and territories, demand for travel will continue to be strong in 2023 compared to 2022.

Assessing the research data for the UK market, Booking.com makes seven predictions for travel in 2023 noting that the mood among potential holidaymakers there is shifting from uncertainty to adaptability.

“If 2022 was about the triumphant return of travel, 2023 will be about creatively reimagining it amidst the chaos. Nothing will be off limits and everything is on the menu as everyone seeks to find the right balance in a world of contradictions,” says Booking.com in the study

Travel predictions for 2023

– Going off-grid and more eco-friendly, earthly stays will be high in demand in 2023. According to the study, 33 percent of UK travelers said they want their travel experiences to have a more back-to-basics feel and are looking for ‘off-grid’ style holidays to escape from reality (57 percent) and switch off and experience life with only the bare necessities (33 percent).

Photo source: Booking.com

– Virtual reality and AR will be affecting traveler decisions: 28 percent of UK travelers said they will be turning to virtual reality next year to inspire their holiday choices while 27 percent said they were keen on taking a multi-day VR or AR travel experience.

– 2023 brings a strong interest in learning about new cultures and getting new experiences: UK travelers want to travel somewhere with completely different cultural experiences and languages (47 percent) or explore lesser-known cities that aren’t already on the radar (24 percent) while 58 percent are looking forward to experiencing ‘out of comfort zone’ travel that pushes them to the limits.

Photo source: Booking.com

– Nostalgic getaways will be the new thing with 84 percent seeking to relive the romanticism of a pre-digital era while 20 percent said they will be pursuing experiences that evoke emotive memories of days gone past.

– Mind, body and soul wellness will be a top priority: 41 percent of UK travelers said they will be seeking to recenter the mind, meditation and mindfulness getaways while 29 percent aim to find peace at a silent retreat; 33 percent said they would be going on a health hiatus that focuses on mental health, transformative health or that helps with life milestones.

Photo source: Booking.com

– Work-free holidays and a need to fully escape will be a top desire: 68 percent said they want their trips to be strictly work-free in 2023, while 50 percent are not interested in working while away opting for a company retreat or trip.

– Budget will be a priority: 44 percent of UK travelers polled said that they will save up for a holiday but will plan travel budget more tightly by taking advantage of deals, hacks and smartly timed travel (60 percent); 56 percent said they would be prioritizing value for money with discounts and loyalty programs; 49 percent said they plan to save money by considering off-season destinations; 46 percent believe the best use of their budget is to opt for one or two longer holidays instead of several short breaks.

“This year’s report demonstrates a desire for travel to be a way to seek unapologetic moments of happiness and escapism to counteract the heavy realities of our news feeds,” said Arjan Dijk, senior vice president CMO Booking.com.