What do travelers want in 2024?

Artificial intelligence, advanced technologies, and innovative sustainability models are reshaping the tourism industry. If in the past we talked about the digital revolution and the shift to automation, the Future Travel Summit held on Thursday in Barcelona served as an important reminder: Even in a rapidly changing world, the modern traveler seeks to maintain human connections.

The Vision for the Tourism World

The Future Travel Summit, led by entrepreneur Anna Metz, was held for the fourth year in Barcelona and has become a central event for the tourism and technology industries. The event brings together tourism innovators, service providers, start-ups, investors, and corporate leaders with the goal of sharing ideas, promoting collaborations, and shaping the future of travel. The summit serves as a platform for showcasing technological innovations, discussing current trends, and supporting groundbreaking ventures.

One of the highlights of the summit was the start-up competition in the field of travel technologies (TravelTech). Among the ventures presented in the competition were Boatscribe – a platform for collecting yacht rental proposals; GetYourVisa – a service using AI to simplify the visa application process; SwiftOn – an innovative product encouraging hotel guests to save water through a game; and Holiwise – a personalized travel planning website. The first prize and a €330,000 check went to Jeff Pan, founder of Belli, a platform that helps airlines maximize revenue by utilizing cargo space on planes for goods delivery.

The Technological Future: AI and Personalized Travel at the Push of a Button

There is no doubt that technology is changing the way we travel. Artificial intelligence enables the creation of personalized travel itineraries, technologies like 3D scans at security checks shorten lines and streamline processes, and electronic systems replace hotel receptionists. But just as all this is happening, something else becomes clear: The experiences we truly remember are not built by algorithms, but thanks to interactions with people.

Key Changes in the Tourism World

The tourism industry is undergoing significant changes that are reshaping the travel experience. Vacations that once focused on indulgence and entertainment have turned into journeys that promote health and mental well-being – the healthy tourist is looking for yoga, proper nutrition, and meditation as part of their holiday. Mass tourism is also making way for a more conscious approach: The mindful traveler seeks to support local communities and preserve ecosystems. At the same time, we see a redefinition of luxury – less emphasis on material splendor, and more on owning free time and the quality of the experience.

The boundaries between work and leisure are becoming increasingly blurred: Many are adopting the model of boundaryless tourism, combining travel with remote work. Meanwhile, the modern traveler is not only looking for destinations but also for moments of awe: Watching the Northern Lights, for example, or visiting polar glaciers.

Shifting from Automation to Human Connection

One of the interesting points raised at the summit is that travelers do not want to replace human interaction with technology, but rather integrate both. Niels Swab, Chief Technology and Digital Officer at Social Hub, emphasized that “no technology can replace the magic of face-to-face conversation.” Technology can assist, organize, and streamline – but human connections are what give the experience true meaning.

Avi Meir, founder of TravelPerk, addressed the audience and asked who would prefer to hear the lecture via Zoom. No hands were raised. He explained that physical proximity creates emotions that lead to intimacy and strong connections. It was only after the COVID-19 pandemic that they understood the true mission of the company – to connect people. In fact, people continue to travel for business even after we became accustomed to online interactions.

Tourism that Brings People Together

Another prominent trend gaining strength is community-based tourism. Instead of individual journeys, today’s tourists are drawn to shared experiences that connect them with new people. Whether it’s a group tour, a culinary excursion, or a cultural event – interpersonal connections have become one of the most sought-after components of a vacation.

“We are social creatures,” explained one of the speakers at the summit, “and despite all the technological magic, the truly unforgettable experiences are the ones we share with others.”

The fact that tourism is returning to human connections is not coincidental. As the digital world expands and offers advanced solutions, we find ourselves yearning to touch something real. Generation Z, the most digitally connected generation, also reports the greatest loneliness. It’s not surprising, then, that experiences created from encounters with people – hosts, guides, other travelers – are the most sought-after today.

Conclusion: Technology as a Tool, Humanity as the Goal

Artificial intelligence and technological innovation continue to drive the tourism industry forward, but the heart of the journey remains the human heart. Personalized experiences, sustainability, and technological efficiency are merely tools. The real goal is to enable tourists to create memories, connections, and inspiration – all through people, for people.

In a world full of innovations, it seems the only thing that doesn’t change is the basic human need – to feel part of something greater, to meet, and to share. The conclusion is clear: Even in the future, human touch will remain what makes tourism so much more than a journey.

Inbal Cabiri – photographer and food and travel writer, living in Barcelona. Owner of the blog "Vicky and Christina." Active on Instagram as well.