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2023 Overview Traveling Off The Beaten Path The Rise of “Set-Jetting” Delicious Destinations A Wellness Wave Download Report
2023 Global Travel Trends Report
Where to travel and how? What to do once you’re there? The answers to these questions continue to evolve. The 2023 Global Travel Trends Report1 uncovers the driving forces behind global traveller behaviours and how these factors are shaping the future of travel.
At-a-Glance
01
Travelling Off The Beaten Path
Travellers want to discover lesser-known destinations and hidden gems, in a way that benefits locals and future visitors.
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02
The Rise of “Set-Jetting”
Pop culture is driving decision-making about where to travel and what to do when you get there.
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03
Delicious Destinations
Food is a huge part of travel, with consumers planning entire holidays around dining experiences.
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04
A Wellness Wave
Restorative holidays are on the rise, as travellers prioritise self-care and mental and physical health.
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Travellers are getting inspiration from a number of places. Whether it’s engaging with local communities, recreating favourite onscreen moments, or planning an entire trip around a specific restaurant, one thing that’s clear is that people continue to value and feel passionately about travel. As demand for travel continues, we know our customers on a deep level and can use our expertise to plan all types of trips.”

Audrey HendleyPresident of American Express Travel
85%
of respondents say they plan to take two or more leisure trips in 2023
78%
of respondents agree they see leisure travel as an important budget priority
74%
of respondents agree that they care more about creating a travel experience that meets their expectations than about the cost
01
Travelling Off The Beaten Path
Travellers want authentic experiences that give them a taste of local culture and let them explore hidden gems that friends back home don’t know about. They also want to know that the decisions they make while travelling can have a positive impact on the destinations they visit, and want the money that they spend on holiday to support the local community.
89%
of respondents agree that they want to travel to destinations they’ve never visited before
79%
of Gen-Z and Millennial2 respondents agree that they would love to partake in a day in the life of locals in the destination they are visiting
68%
of respondents agree that they pride themselves on finding lesser-known holiday spots before they become popular
From “bleisure” travellers—consumers who combine work and personal travel—to family travellers, purposeful trips are top of mind, especially when it comes to supporting small businesses and local communities.
86% of Gen-Z and Millennial respondents and 83% of all surveyed respondents want to shop at small businesses when they travel to a new location. 69% of all respondents would spend more during a vacation if they knew it supported the local community, and 88% of all respondents agreed that dining and shopping at local small businesses brings a more authentic experience.
Consumers interested in going on a holiday in 2023 that supports local communities
96%
India
93%
Mexico
85%
Australia
77%
U.S.
76%
U.K.
69%
Canada
48%
Japan
Top ways consumers want to support local communities while travelling Top responsible travel practices consumers value most
Top ways consumers want to support local communities while traveling
Shopping at local businesses
Solo Travellers
54%
Family Travellers
62%
Friend Groups
59%
Couple Travellers
68%
“Bleisure” Travellers
58%
Eating at local restaurants
Solo Travellers
72%
Family Travellers
73%
Friend Groups
67%
Couple Travellers
81%
“Bleisure” Travellers
63%
Walking to local attractions
Solo Travellers
50%
Family Travellers
58%
Friend Groups
58%
Couple Travellers
66%
“Bleisure” Travellers
56%
Swipe right to see more.
Top responsible travel practices consumers value most
Financially supporting a local business
Solo Travellers
46%
Family Travellers
49%
Friend Groups
53%
Couple Travellers
56%
“Bleisure” Travellers
56%
Learning about different cultures
Solo Travellers
52%
Family Travellers
57%
Friend Groups
58%
Couple Travellers
61%
“Bleisure” Travellers
60%
Swipe right to see more.
02
The Rise of “Set-Jetting”
Travellers are flocking to places that captivate them onscreen, with travel inspiration found anywhere from smartphones to binge-worthy series.
75%
of respondents have been inspired by social media to travel to a specific destination
64%
of respondents agree that they have been inspired to travel to a destination after seeing it featured on a TV show, news source, or movie
48%
of respondents say they want to travel somewhere they can show off on social media

While word of mouth recommendations remain strong across all age groups, with 47% of respondents citing friends-and-family recommendations as a deciding factor in where they travel, the next generation of travellers is also heavily influenced by social media and pop culture.

70% of Gen-Z and Millennial respondents agree that they have been inspired to visit a destination after seeing it featured in a TV show, news source, or movie. 61% of these younger travellers say they have chosen a destination because it looks great in photos/videos—compared to just 49% of respondents overall.

Pop culture is driving booking decisions

TV Shows or Movies
TikTok
Instagram
Facebook
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03
Delicious Destinations
People are choosing their next travel destination based on what they’ll eat—from top restaurants, to local favourites, to cooking classes.
81%
of respondents agree that trying local foods and cuisines is what they look forward to most while travelling
75%
of respondents are most interested in eating at local restaurants when travelling this year
66%
of Gen-Z and Millennials agree that they get most of their inspiration for where to eat and what to eat from social media
Food-driven travel is growing in popularity among younger travellers. 47% of Gen-Z and Millennials say they have planned an entire trip around visiting a specific restaurant—compared to 37% of respondents overall. Furthermore, 45% of Gen-Z and Millennials say they have planned a trip around attending a food festival, compared to just 35% of all respondents.
Travellers are most interested in these culinary activities for 2023.
54%
The Local Restaurant Scene
46%
Food Festivals
41%
Local Food Tours
39%
Wine Tastings
38%
Dining with Live Entertainment
34%
Brewery Tours
31%
Chef Tasting Menus
22%
Cooking Classes
How Travellers Plan to Dine Out
The most common method, across the board, is to make a reservation before arriving at the destination—but not all favor this approach.
Reservation Style by Traveller Type
Types of travellers who make dining reservations before arriving, or even booking their trip
Solo Travellers
31%
Family Travellers
36%
Friend Groups
46%
Couple Travellers
31%
“Bleisure” Travellers
57%
Types of travellers who make dining reservation upon arrival at destinations
Solo Travellers
39%
Family Travellers
47%
Friend Groups
39%
Couple Travellers
48%
“Bleisure” Travellers
38%
Swipe right to see more.
04
A Wellness Wave
Travellers want to relax and unplug from their busy lives—and are gravitating toward destinations and resorts that will help them decompress and feel healthier.
82%
of respondents enjoy walking as their favourite activity to stay healthy while travelling
72%
of respondents say they are more focused on self-care than they were a year ago
57%
of respondents plan to take extended holidays to focus on wellness
Most respondents see leisure travel as a break from overstimulation and multitasking. A large majority (75%) are planning to decrease screen time while travelling to better their mental health and/or seeking to surround themselves with nature to focus on mental clarity (68%).

Travellers’ self-care and wellness preferences vary based on country of residence

Visiting a Private Beach
Getting a Massage or Facial
Detoxing from Social Media
Visiting a Premium Spa
Yoga and Meditation
Respondents who selected visting a private beach were most excited to visit these countries.
The Way to Wellness
These three international luxury resorts provide a perfect environment to help restore a healthy mind and body.
Providenciales,
Turks and Caicos Islands
Ultra-secluded and activity-rich Amanyara, a Fine Hotels + Resorts® Property, is the perfect place to disconnect. Spa treatments incorporate organic cold-pressed coconut oil and other “island-inspired” ingredients to help brighten the skin, calm the mind, and relax the body. The hotel also welcomes rotating experts on stress-management and mindfulness to bolster the year-round wellness offerings.
Cabo San Lucas,
Mexico
Nestled into a natural rock formation, the spa at The Cape, a Thompson Hotel, part of The Hotel Collection, features hot and cold plunge pools, outdoor treatment cabanas, and other amenities, all of which are close enough to the beach that you can listen to the waves crashing as you kick back. Select guest rooms also feature copper-leaf soaking tubs to improve skin moisturization and regeneration.
Cape Town,
South Africa
The sprawling spa at the 131-room One&Only Cape Town, a Fine Hotels + Resorts® property, is more than just a part of the hotel. It’s a leafy harborside oasis of private spaces and winding waterways called “Spa Island." For a more active option, guests can book a customised workout session with a personal trainer.
Interested in learning more about what the future of travel holds?

Download the 2023 Global Travel Trends report here.

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1The American Express 2023 Global Travel Trends Report is based on data obtained through an online poll conducted by Morning Consult between February 3rd – 11th, 2023 among a sample of 1,000 travellers from Australia, Canada, India, Japan, Mexico, UK and 2,000 travelers in the US who have a household income of at least a $70k equivalent, and who typically travel by air at least once a year. Results from each market’s survey have a margin of error of plus or minus 3 percentage points.

2Gen-Z and Millennials are defined as respondents as being born between 1981 - 2012.

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