The world of travel is constantly changing. Every year, new trends emerge that influence people's travel and booking behavior. In recent years, the tourism industry has faced many challenges. Despite the current economic uncertainties, it is possible to look forward to the new year with optimism, as there is a clear upward trend for 2023.

Overall, the annual changes in travel and booking patterns are of great importance to hoteliers. Hotels must adapt to the changing needs and desires of their guests in order to be successful. But what can hoteliers expect from this year's trends?

Last minute is the new normal: Flexibility becomes norm

Although the pandemic has faded into the background in recent months, it continues to influence travel patterns. Travel within Europe is still in vogue, and last-minute travel will continue to be in the spotlight in the new year. Many people decide where they want to go just before they travel and then book flights and accommodation on short notice.

Flexibility remains an important booking criterion and is increasingly becoming a standard for travel bookings. It is therefore important for hotels to adapt to these changes in order to meet the needs and preferences of their guests and remain successful.

Digital impact: online presence and direct bookings

Booking online continues to be a growing trend. More and more travelers are booking their vacations online through a variety of platforms, such as online travel agencies, hotel booking sites or, ideally, directly through the hotel's website. A hotel's online presence is therefore crucial in attracting the attention of travelers and convincing potential guests to book.

Targeted online marketing efforts can drive more direct bookings through a hotel's own website, making it as independent as possible from booking platforms and OTAs. A hotel marketing agency helps to improve online hotel marketing. Hoteliers are supported by specialists to continuously optimize the hotel's marketing efforts.

Other travel trends: reimagining travel.

If 2022 was about the return of travel, 2023 will be about the reimagining of travel. To better understand travel behavior in 2023, Booking.com conducted a study of nearly 24,000 travelers from key markets. The results revealed seven travel trends for 2023:

• Preppers in Paradise: Travel will focus on simplicity and voluntary reduction, but with certain amenities such as a phone and Internet connection.
• Virtual Travel: Travel inspiration in the virtual world is on the rise. Once a virtual trip is experienced, it contributes to a travel decision. Ultimately, the virtual experience alone is not enough to fully explore the destination.
• Enjoyment outside the comfort zone: Unique destinations and niche experiences are in vogue. Experiences are no longer booked in advance, but decided on the spur of the moment.
• The glamor of the good old days: Travel experiences that evoke simpler times are in demand. These often have emotional value and evoke fond memories.
• Quiet and delightful travel: Focusing the mind is the key. Trips that focus on meditation and mindfulness are trending.
• From everyday life to business travel: Business travel is becoming the norm again. Group trips are also used to build team cohesion outside the office.
• Saving for pampering: Travel budgets are being stretched to the limit. Guests are willing to pay more, but they want to get more for their money. Value for money is increasingly important.