A Transformative Year for Global Tourism as Trends Shift Toward Sustainability and Unique Experience
The year 2024 is shaping up to be a pivotal moment for the global tourism industry, witnessing a remarkable rebound to nearly pre-pandemic travel levels. In the first quarter of this year alone, over 285 million tourists embarked on journeys worldwide. A recent report by Accor on European travel trends reveals that 53% of Europeans intend to allocate a larger portion of their budgets to travel, with emerging priorities centered around wellness, sports, culture, and ecological sustainability anticipated for 2025. To adapt to these evolving demands, ALL.com, Accor's innovative booking platform and loyalty program, is strategically positioning itself as a frontrunner in the industry. Its goal is to stay ahead of trends and curate unique, inspiring experiences that cater to the needs of both current and future travelers.
The Rise of Sports Tourism in 2024
The summer of 2024 is set to thrive on the excitement of the Paris 2024 Olympics, drawing a significant influx of international visitors. This momentum is reflected in the behavior of ALL members, with 25% reporting that they have traveled to attend a sporting or musical event, a trend that is even more pronounced among the 18–34 age group, where over a third of respondents indicated such travel. Sports tourism is solidifying its essential role within the industry, boasting a market value of USD 564.7 billion in 2023, as noted in the ibis Trend Report for 2025. The outlook for the coming year predicts a 12% increase in travel associated with sporting events. In response to this heightened interest, Novotel and ALL.com have launched an unprecedented venture: La Suite Novotel by ALL.com, a permanent hotel room situated within Parc des Princes stadium in Paris. This unique offering allows visitors to immerse themselves in the football experience, providing the opportunity to sleep in the heart of Paris Saint-Germain's home ground while enjoying the luxurious amenities of a Novotel room.
Gig-Tripping: Redefining Cultural Tourism
The phenomenon of gig-tripping is transforming cultural tourism, where concerts serve as catalysts for cultural exploration or extended vacations that blend a love for music with travel. For instance, in Sydney, the concerts for Taylor Swift's Eras Tour at Accor Stadium attracted an astounding 335,000 fans, resulting in record occupancy levels for the city’s 40 Accor hotels. Major performances by artists like Beyoncé, Coldplay, and Oasis have a direct correlation with increases in hotel bookings. For several years, ALL has made notable strides in the entertainment sector, curating exceptional offers at prominent venues such as Accor Arena in Paris and Accor Stadium in Sydney, among others. Through this strategy, ALL.com provides its members with more than just traditional hotel services; it grants them access to major concerts with pre-sale tickets, bespoke experiences, and VIP access. At the core of ALL's approach is a commitment to customer satisfaction. In response to travelers' growing emphasis on sustainability, the booking platform has developed more responsible travel options and experiences.
Looking Ahead to 2025: The Slow Travel Movement
As travelers increasingly prioritize sustainable choices, younger generations, who show 14% greater awareness of climate issues compared to older demographics, are turning to environmentally responsible travel methods. In a world striving for sustainability, slow travel is redefining what it means to explore, shifting focus from merely reaching a destination to valuing the journey and its impact. Aligned with its commitment to sustainability, ALL is introducing a range of environmentally responsible experiences and services. Through strategic partnerships with organizations like SNCF for promoting green mobility and Sixt for electric vehicle rentals, ALL is empowering members to make more conscious travel choices. Furthermore, the loyalty program is enhancing its social responsibility efforts by collaborating with Dift, allowing members to donate their reward points to charitable organizations. Available through its website and mobile app, ALL.com provides local and sustainable options across its hotels, restaurants, and activities. The platform views slow travel as a response to environmental concerns and a growing desire for authentic human experiences during travel.
The Emergence of Alternative Destinations
In light of the challenges posed by overtourism in famed destinations like Venice, Bali, and Amsterdam, travelers are increasingly gravitating toward lesser-known locales, seeking to avoid crowds and social media hype while also saving money. This shift, known as the trend of dupe destinations, reflects a growing awareness of the environmental and social implications of tourism. ALL.com is strategically positioned at the forefront of this change by offering attractive alternatives. In 2025, the platform will expand its offerings with exciting new openings, including the Raffles Jeddah in Saudi Arabia as an appealing alternative to Dubai, the Mövenpick Resort & Spa at Bintan Lagoon in Indonesia—an idyllic escape off Bali’s beaten path—and the MGallery Green Coast in Albania, emerging as a dupe destination for the popular Croatian beaches. Currently, bookings made through ALL.com indicate that the top three sought-after destinations for 2025 are France, Thailand, and Australia. In these and many other favored countries, ALL offers dupe destinations that can be booked on ALL.com, featuring over 5,600 hotels across more than 45 brands in over 2,200 destinations.
