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Travel and tourism statistics: Data and reports for hotels

  Posted in Resources  Last updated 14/06/2024

What are tourism statistics?

Tourism statistics refer to data and information related to various aspects of the travel industry, such as travel trends, traveller behaviour, tourism spending, accommodation metrics, and more.

These statistics provide valuable insights into the current state of the industry and help inform future strategies for hoteliers and accommodation providers.

Travel stats might include travel volume, popular destinations, travel spending, occupancy rates and other accommodation data, transport stats, traveller demographics and motivations, and other insights such as trends around sustainable travel.

Hoteliers can use statistics to understand their guests better, forecast demand, create offers based on current trends, and optimise their pricing and revenue strategies.

This blog will take you through some of the major tourism statistics and data that you should be focusing on for 2024 and beyond.

Table of contents

Travel and tourism statistics in 2024

The outlook for next year is a promising one for travel. Projected statistics show that the industry will continue its recovery from the COVID-19 era and other economic factors.

Some highlights include:

  • Air travel passengers are expected to reach 9.4 billion, surpassing pre-pandemic levels.
  • Inbound and outbound travel is expected to grow 25% year-on-year.
  • 57% of travellers plan to travel more than they did in the previous 12 months.
  • The middle and upper class in China and India are set to boom in coming years, providing a boost to international travel.
  • Hotel rates are expected to rise globally in 2024, with increases of up to 13% in some cities.

Now let’s look at some current tourism statistics in more detail.

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Statistics about travel demographics

Statistics about travel demographics can be particularly useful for your hotel, as it allows you to target your marketing more effectively, plan your offers, and prepare satisfying guest experiences – all in the mission of maximising your reputation and profit.

Whether your hotel caters to young travellers, solo travellers, or families, there are always insightful stats to pay attention to.

Solo travel statistics

Solo travel is becoming more popular all the time, since it allows for flexibility and affordability.

Here are the most interesting statistics about solo travellers:

  • Europe is a top destination for solo travellers with 30% planning to visit on their next trip.
  • 60% of solo travellers take trips that last two weeks or more.
  • Only 20% of solo travellers choose to travel and stay in the luxury segment.
  • 75% of solo travellers are interested in both domestic and international travel.
  • Around 60% of solo travellers say they travel alone because they ‘don’t want to wait on others.’

Millennials travel statistics

Millennials are avid travellers, being in between their late 20s to early 40s. This usually means they have established themselves and have an income that allows them to take trips more regularly.

Here are some stats you may find useful:

  • More millennials are choosing luxury accommodation, with 21% choosing to stay in this type of property vs 16% in previous years.
  • 72% of millennials say they expect to go on a dream holiday in the future, where 64% plan to travel more or much more in the next 12 months.
  • 56% of millennials like to post a photo or video of their holiday on a social network during the trip and 40% who travel internationally admit they want to be like the idealised versions of themselves that they create on social channels.
  • Artificial intelligence will become an accommodation recommendation tool for 68% of millennials, but 2 in 5 openly acknowledge that their holiday booking decisions are influenced day-to-day by hotel and travel photos in their newsfeeds.
  • 45% will arrange the accommodation for their next trip via an online booking website or app, such as
  • 61% ask travel agents, travel providers, and expert opinion websites for suggestions during the research stage of booking hotels and travel.
  • 68% of millennials are interested in using a service that allows them to split the cost of a holiday with the other people they’re travelling with
  • 2 in 3 millennials are interested in a service that provides surprise holiday recommendations based first on their personality, and second on their budget.
  • 16% of millennials are willing to give up their personal data for discounts – but 57% are willing to share their data in exchange for suggestions, travel tips, and personalised advice.
  • Millennials travel more than other generations, at 35 days per year.

Gen Z travel statistics

Gen Z are younger, being in their teenage years and early 20s, but those who travel are extremely savvy and conscious.

Here’s a list of important Gen Z travel statistics:

  • 3-in-4 Gen Z travellers have abandoned a booking because of a bad online experience.
  • Gen Z rely on reviews more than any other generation – but are also the least likely to leave a review.
  • 65% rank travel and seeing the world as the most important way to spend their money.
  • More than half of Gen Z adults are considered frequent travellers, meaning they take at least three leisure trips.
  • 52% of frequent Gen Z travellers said they’ll visit a national park in the next year, while another 55% plan to visit a theme park.

Family travel statistics

Family holidays are a staple of society, and many hotels and resorts in popular destinations cater explicitly to families. Generally, travel intent for families is higher now than in previous years, as a rebound occurs.

But what do the statistics say about family travel?

  • 85% of parents are very likely to travel with their children in the next 12 months.
  • 67% of families say that they now check cancellation policies when making travel arrangements and 47% say they now buy travel insurance.
  • 76% state that their children are the main inspiration for taking a trip.
  • Family travel makes up 30% of global outbound tourism trips.
  • The average family spends $3,835 per year on travel.

Female travel statistics

Female travellers are a huge market – females travel solo, travel together, and are largely responsible for planning the trips that they take with their partners or families.

Hoteliers will be interested in the following statistics on female travellers:

Pet travel statistics

While pet travel can be divisive – not all travellers want to share their accommodation with furry friends – it is becoming increasingly common. Many accommodations now adopt pet-friendly policies.

Here are some of the latest pet travel statistics:

Image explaining and giving examples of travel statistics

Travel and tourism data from around the world

Travel data can be even more helpful when it drills into particular markets. Depending on which markets your hotel commonly attracts, you can use country-based data to prepare more personalised offers.

Here are some stats from nations that travel the most or are popular travel destinations.

US tourism statistics

The US is both a huge destination for travellers to visit and a nation that travels to other places in large numbers. Here are a few statistics we think you should know:

  • 29% of travellers from the US list their preferred research method as Google.
  • 30% of US travellers find Facebook useful when searching for accommodation options.
  • The US tourism sector is worth almost $8 billion.
  • Inbound travel volume to the US is expected to grow by 18% next year.
  • Almost 40% of US travellers plan to upgrade their flight to business or first-class in the next 12 months.

UK tourism statistics

The UK is certainly a tourist hotspot, both domestically and for international visitors.

Here’s what data to stay on top of:

  • 86% of UK travellers think the industry is average or behind when it comes to tech adoption.
  • 22% of UK guests plan to spend some time working on their next trip.
  • Outbound travel volume will reach 86.9 million in 2024, surpassing a previous high in 2019.
  • More than 35 million arrivals came to the UK this year.
  • 57% of UK guests still prefer a manual check-in that allows them to engage with staff.

France tourism statistics

Ever a busy hub for travel, France tourism is rarely not booming.

Here are the tourism statistics that stand out:

  • While OTAs are the preferred method of booking for 27% of French travellers, this preference is a lot higher amongst its international source markets with China leading the pack at 55%, 37% for the UK and 34% for Germany.
  • 23% of French guests will be looking to book a longer stay on their next trip.
  • 30% of French guests will spend most or a considerable amount of their time at their accommodation.
  • More than 90 million travellers visited France this year.
  • The number of international tourists to France is expected to grow by 32 million between 2024-2028.

Italy tourism statistics

Italy is one of the most popular destinations in the world, with rich history, culture, and cuisine.

Here are the best stats about Italian tourism and about Italian travellers:

  • 78% of Italian travellers are planning to travel more or much more in the next 12 months.
  • 31% will also make their next trip a longer one.
  • 42% of Italian travellers will book their travel via an online travel agent.
  • Italy is the third most visited country in Europe, with more than 65 million arrivals each year.
  • France is the biggest source market for Italian tourism.

Thailand tourism statistics

Thailand is an exotic, beautiful, and affordable trip for many travellers, with a lot of interest in the beaches and party lifestyle.
Here are some interesting Thailand tourism statistics:

  • 23% of Thai travellers choose a big chain or resort, making this their most popular accommodation type.
  • Average room occupancy in Thailand rose above 70% and was 76% for four and five-star hotels, representing a 10% increase on the previous year despite a jump in the amount of rooms provided
  • Expedia reports a 70% year-on-year increase in Chang Rai, followed by Pattaya on 60% and Hua Hin at 40%.
  • The average length of stay in Thailand is 9 days.
  • Chinese travellers and other Asian guests were the source for most inbound tourism in Thailand. As many as 25% of all visitors were Chinese while other travellers from Brunei, Cambodia, Indonesia, Laos, Malaysia, Myanmar, the Philippines, Singapore, and Vietnam also flocked which means the Asian totals were well ahead of European numbers (18%).
  • Thailand is the 8th most popular destination in the world for travel.
  • 42% of Thai guests are ‘very supportive’ of their personal data being used to better their stay.
  • Tourists spend an average of 167 USD per day in Thailand.

Business travel statistics

Prior to COVID-19 business travel was a booming industry unto itself, with some hotels operating almost exclusively for corporate guests. It’s now starting to make a recovery and should be considered again when hoteliers are forming their strategies.

Here are some top business travel statistics:

Leisure travel statistics

Leisure travel is impossible to keep down – it’s in our human DNA to explore the world and see new places. Even when economic blips come along, the overall trajectory of the sector is always one of growth.

Here are some global leisure travel stats to be aware of:

  • 26% of global travellers begin their research on a search engine like Google, making it an important focus for hoteliers.
  • 87% of hotel guests are willing to spend money beyond the cost of their room.
  • 52% credit staff as the main reason they would return to the same accommodation.
  • 53% of respondents list ‘an easy, secure booking and payment process’ as a top three priority
  • Only 14% say their chosen property is ‘simply a place to sleep’

Tourism and travel reports

Travel and tourism reports provide comprehensive analysis of various aspects of the travel and hotel industry, providing valuable insights into trends, traveller behaviour, and economic impacts. These reports are usually compiled by government organisations, industry associations, research firms, consulting companies, and other providers that work within or to support the industry.

Hotels can use these reports to gain, sometimes exclusive, insights into the market, guest data, and economic conditions. This can be extremely beneficial in knowing what approach the hotel takes to sales, marketing, revenue management, and guest experience.

Here are a couple of examples that are released annually which your hotel will gain a lot of value from.

1. Changing Traveller Report

SiteMinder’s Changing Traveller Report asks 10,000 travellers, across 12 countries, 25 questions about their travel plans, preferences, and motivations.

It’s the largest accommodation-specific survey globally and offers your hotel analysis into the responses by generation, travel plans, household income, travel companions, work plans and preferred accommodation types.

Learn more about it here and download a free plan to help you action the data.

2. Hotel Booking Trends

SiteMinder’s Hotel Booking Trends analyses more than 100 million reservations across 40,000 hotels to discover key booking statistics.

It identifies trends like the most popular booking channels, which sites produce the most revenue for hotels, average traveller lead times, cancellation rates, length of stay, and more.

The data can be viewed on a country-by-country basis and is also backed by commentary from industry experts.

Learn more about the report here.

By Dean Elphick

Dean is the Senior Content Marketing Specialist of SiteMinder, the leading technology provider delivering hoteliers unbeatable revenue results. Dean has made writing and creating content his passion for the entirety of his professional life, which includes more than six years at SiteMinder. Through content, Dean aims to provide education, inspiration, assistance and value for accommodation businesses looking to improve the way they run their operations achieve their goals.

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