This holiday season, travelers are spending a lot of money and have higher expectations than ever before.

October 15, 2024, San Francisco /PRNewswire/ -- Ahead of the holidays and beyond, Sojern, the top digital marketing platform designed for travel, releases its most recent travel data today. Although many are itching to travel or take to the skies, inflation and economic worries are making the wealth divide wider. If consumers are traveling at all, they are choosing road trips over flying more often than in 2023. According to Sojern data, the cost of upscale and luxury hotels has increased by 1.7% and 1.4%, respectively, while the cost of economy lodging has remained constant. This indicates that there is a growing demand for more premium lodging."Those who are traveling are returning to more popular and expensive cities—and they're willing to pay a premium," stated Noreen Henry, Chief Revenue Officer of Sojern, in contrast to the pandemic when tourists sought less congested areas. "This was seen during Taylor Swift's Eras Tour, when hotel room rates increased by 154% and booking interest in European towns increased by 65%. The same patterns are seen this holiday season. Travelers desire immersive experiences for everything from events to joyful outings, and the travel companies that offer individualized, spectacular experiences will prevail.

While Europeans flock to Asia, European cities delight foreign visitors. Travelers from all over the world have always been drawn to Europe by its festive atmosphere and variety of Christmas markets, and this year is no different. However, Europeans have other plans as tourists from all over the world are packing their bags and leaving for major European cities. Bookings for flights inside Europe are currently down 5%, while domestic flight bookings are down 26%. Notably, reservations for flights to Asia (14%), Latin America (3%), and non-conflict nations in the Middle East and Africa (3%), are all on the rise, suggesting that Europeans either prefer to travel large distances or drive for their vacations. With its quaint pubs, joyous holiday decorations, and hosting of the World Travel Market, London is the leading city in Europe.Germany and Austria have long been well-liked travel destinations because of their vibrant Christmas Markets. While travel to Vienna accounts for 80% of Austria's vacation flight bookings, international travel to Germany has increased by 7%. With all of its glamour and splendor, Paris remains one of Europe's most sought-after travel destinations following the 2024 Summer Olympics. Americans want to sample French cuisine and explore the markets, which has resulted in a 41% decrease in domestic travel within France but just a 1% decrease in foreign travel. Domestic travel in Italy and Spain is declining, similar to other European destinations, but foreign travel is increasing by 13% and 11%, respectively, as tourists choose prominent cities like Rome, Milan, Florence, Venice, Madrid, and Barcelona.