7 travel trends in 2023 - how we will travel

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The digital travel platform Booking.com has conducted an extensive survey on people's travelling, and predicts seven travel trends in 2023. We summarise the trends and contribute our reflections.

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Travel trends 2023 - how will we travel?

The last few years have been characterised by unrest and instability in the world, and people's travel has been limited and affected by pandemics, wars and economic difficulties. However, if Booking.com's major new survey is to be believed, people are much more optimistic about travelling in 2023 than they were in 2022. While times are still uncertain, people seem to think that travel is worth the effort.

Booking.com conducted an extensive survey with more than 24,000 travellers in 32 countries and territories, which was then combined with the company's insights as a travel platform. We present the results to Swedish travellers - in brief - along with our own reflections.

1. Back to nature

Camouflaged cabins, open fire cooking and compasses - 2023 is all about getting out into nature. Over a third of Swedish travellers want simpler nature-based travel experiences.

Some figures

• 37 % want a holiday where they can relax and live life with minimal necessities.
• 51 % wants to learn survival skills while travelling, such as how to find food in the wild or how to start a fire from scratch.
• 35 % can only imagine a nature trip if they can stay in more luxurious accommodation.

FREEDOMtravel's reflection

Yes, this trend is very clear! Both we ourselves and many around us have a growing interest in nature experiences. For our part, this year we have, among other things, hiked in the mountains in Czech Republic and fished in Lake Mälaren.

2. Virtual travellers

Almost a third of Swedish travellers say they will use virtual reality next year to get inspiration for their trips. 2023 will be the year that travel really enters the ever-evolving 3D virtual world of the metaverse.

Some figures

• 25 % wants to embark on a multi-day virtual reality (VR) experience.
• 33 % are more likely to travel to places they previously would not have considered, after experiencing them in virtual reality.
• 73 % believes that a virtual experience is not enough to tick a destination off the list of dream holidays.

FREEDOMtravel's reflection

We agree with the large group that believes that a virtual experience is not enough. Men it can be really cool! On the one hand, it can inspire you to travel, and on the other hand, you can experience destinations that you don't have the opportunity to visit in real life.

3. Outside the safety zone

A third of Swedish travellers want to experience a complete culture shock in 2023. Around two-thirds are looking forward to experiencing travel that takes them "outside their comfort zone" and tests their limits.

Some figures

• 46 % wants to travel to a place with a completely different culture and language.
• 46 % is in search of the world's most exotic delicacies, such as the hottest chilli pepper.
• 34 % wants to buy a one-way ticket and follow their instincts, wherever they take them.

FREEDOMtravel's reflection

This trend is a bit "opposite" to many of the other trends. But that may well be the case. At the same time as there is a need for security, there is a desire to at last get to do something more exciting. Amongst other things, we visited the marvellous Tunisia last year, and now we are planning for Asia.

4. The good old days

In a time of global instability and a desire to escape reality, people want to create travel experiences that remind them of the good old days.

Some figures

• 88 % has nostalgia trips at the top of its wish list for 2023.
• 22 % seeks experiences from the past, such as sights from iconic retro films or reliving the school trips of youth.
• 46 % go to amusement parks for adrenaline rushes and use their imagination in activities such as escape rooms or treasure hunts.

FREEDOMtravel's reflection

This trend got us thinking at first... Then we realised that we were actually on the right track. 80s party earlier this year. Perhaps it can be considered a nostalgia trip?

5. Travelling for inner peace and pleasure

In 2023, the wellbeing of the mind, body and soul will be taken to the next level of travelling. Travellers will seek out experiences to achieve inner peace or to find happiness.

Some figures

• 35 % are interested in meditation and mindfulness holidays.
• 37 % would like to go on a trip focusing on, for example, mental health or important life milestones such as menopause or pregnancy.
• 25 % states that talking about sexual well-being encourages more people to go on an erotic journey.

FREEDOMtravel's reflection

Planning trips with a focus on well-being and health, both physical and mental, has been trendy for a while. For our part, we have never planned such a trip, but we try to include experiences that are good for body and soul, perhaps in the form of nature experiences or spa.

6. From everyday routines to adventures at work

The ability to work from anywhere is now commonplace, and in contrast, employees are now increasingly keen to earmark holiday days for total weekday escape. In addition, the work trips back on the agenda, and now it's about building community with colleagues.

• 61 % wants their travel to be strictly job-free by 2023.
• 36 % look forward to their employer planning a work trip to bring people together.
• 52 % believe they will be inspired to be more productive at work by exploring new places.

FREEDOMtravel's reflection

As we understand it, some companies (with remote employees) see a need to allow employees to meet during travel and team-building activities, as they do not meet physically very often in their daily lives. When we recently visited Siggesta Farm, outside Stockholm, we tried some of these typical team-building activities.

7. Save to waste

In the face of global economic uncertainty, travellers will continue to prioritise travel in 2023, but also consider how to make the most of their travel budget.

Some figures

• 55 % plan to take advantage of offers, clever tricks and well-chosen travel opportunities to reduce their travel budget.
• 57 % will plan their trips further in advance in the hope of getting a better price.
• 36 % plan to spend more money on their holidays to make up for the lack of travel in the last two years.

FREEDOMtravel's reflection

The economic situation affects many people, of course, while they may have a pent-up desire to travel. So yes, we absolutely believe that many people will turn over money and offers to get away on trips. There are many good ways, such as low season, camping with own cooking and so on.

Travel trends 2023 - what do you think about these trends?

What do you think about these travel trends in 2023? Do you recognise yourself?

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