Travel triumphantly returned in 2022, but in 2023 it is all about creative reimagination amid global chaos, according to Booking.com’s 2023 Travel Predictions. As UK travellers look to find a balance in a world that is full of contradictions, how can the industry best respond?

At a time of general upheaval, where war, increased societal and cultural polarisation, rising inflation and urgent concerns about climate change all continue to radically change the world, people are finding themselves in a multi-directional tug-of-war, working to reconcile what is important to them with the demands of everyday life.

Yet, holidays still remain top of the agenda, with 68% of UK travellers feeling more optimistic about their ventures in 2023 than 2022, and 66% reporting that travelling will be worth the wait despite global instability.

With an optimistic outlook on travel in 2023, Booking.com commissioned extensive research among more than 24,000 travellers across 32 countries and territories,¹ combining it with its insights and expertise as a leading digital travel platform to reveal emerging travel predictions.

In 2023, leisure travellers are seeking escapism through the pursuit of culture shock experiences. All while on a savvy budget.

Local excursions are likely to proliferate in popularity as Brits seek vacations that enable them to discover authenticity in destinations that have a culture polar to their own. This comes as 58% of UK travellers are looking to experience ‘out of comfort zone’ travel that pushes them to the limits. 40% want to experience radical culture shock in 2023, whether that’s completely different cultural experiences and languages (47%) or exploring lesser-cities with hidden gems that aren’t already on the radar (24%). With this in mind, industry operators – from accommodations to attractions – can lean into the innate characteristics that make them unique to put truly immersive cultural offerings – from traditions and cuisine to immersive adventures – in their proverbial shop window.

Out-of-city breaks are likely to take off, as urban dwellers search for more simplicity that counters daily life. From rustic rural retreats to far-flung hideaways, properties that can fuel that desire for departure should think about how to market themselves to the 33% of UK travellers wanting their travel experiences to have a more back-to-basics feel with only the bare necessities, or the 57% looking for ‘off-grid’ style holidays to switch off and escape from reality. 54% are even keen to use travel as an opportunity to learn survival skills.

A rise in adults searching for the freedom to explore their passions, desires and niche interests will result in hot demand for one-of-a-kind experiences and attractions, giving industry professionals an indulgent opportunity to leverage their own eccentricities or shine a light on the local businesses that tap into the taboo. 29% want to spot a UFO or alien. 35% are on the hunt for the world’s most exotic delicacy. 41% aim to find peace at a silent retreat and 33% are keen to go on a health hiatus that focuses on mental health, transformative health or helps with life milestones, such as menopause or pregnancy. While 28% want an erotic escape, to explore their sexual desires at Polyamorous Retreats, Bondage Camps or Kink Resorts.

Despite this swell in experiences and culture, against the backdrop of global economic uncertainty UK travellers will be reconsidering their spending, triggering the need for a savvy approach to pricing strategy for the year. 60% plan to budget more tightly and take advantage of deals, hacks and smartly timed travel. 56% will also prioritise value for money by taking advantage of discounts and loyalty schemes. Holiday planning is therefore likely to take longer than in previous years, as Brits consider all possible options for their itinerary before finally clicking ‘book’. There is also likely to be a rise in off-peak bookings, as 49% will look outside the usual windows for frugal deals. Short city breaks may see a slight decrease as 46% believe that best use of their budget is on one or two longer holidays.

“While they may be navigating chaos and embracing contradiction, it’s undoubtedly reassuring for the industry to learn that travel is very much back on the agenda – in what’s possibly a more exciting and creative way than ever before,” said Arjan Dijk, Senior Vice President and Chief Marketing Officer at Booking.com. “Despite the global uncertainties, the industry will be strengthened by travellers in search of an escape that takes them out of their own reality. This is the ideal backdrop for a boom in experiential travel. With micro and niche trends, hobbies and personal passions leading the way, we are likely to see tailored experiences taken to the next level, paving the way for operators to explore new territory and all the ways their local surroundings can enhance unique adventures for tomorrow’s traveller.”