With 72% of Thai travelers reporting that they will be turning to virtual reality next year to inspire their vacation choices, travel will enter the ever-evolving 3D virtual space of the Metaverse in earnest in 2023.
BANGKOK – People around the world are more optimistic about traveling in 2023 than in 2022. Despite some current instability where war, increased societal polarization, rising inflation, and urgent concerns about climate change are all radically changing the world, 73% of Thai travelers believe that traveling will always be worthwhile.
Booking.com commissioned the Travel Predictions 2023 research among more than 24,000 travelers across 32 countries and territories*, to reveal the multi-directional needs of travelers attempting to reconcile what is important to them with the demands of daily life in changing times. 2023 will be about creatively reimagining travel amidst the chaos.
1. Preppers in Paradise
A chaotic few years with natural disasters, political unrest and a global pandemic has seen some lose confidence in the world and the must-have comforts of our modern lives. These shifts significantly shed a light on camouflaged cabins, campfire cuisine, and compasses; going off-grid, which will never be more sought after than in 2023. Some interesting insight of Thai travelers the research found;
- 70% want their traveling experiences to have a more back-to-basics feel.
- 69% are looking for ‘off-grid’ style vacations to escape from reality.
- 78% are keen to use travel in 2023 as an opportunity to learn survival skills including how to source clean water (70%), light a fire from scratch (56%), forage for food in the wild (61%) and even prep for an apocalypse (59%).
Despite the need of travelers to unplug themselves, over half (53%) of Thai travelers will have a non-negotiable requirement: a phone and internet connection at their destination is essential.
2. Virtual Voyagers on the Metaverse
With 72% of Thai travelers reporting that they will be turning to virtual reality next year to inspire their vacation choices, travel will enter the ever-evolving 3D virtual space of the Metaverse in earnest in 2023.
- 66% of travelers keen to embark on a multi-day VR travel experience.
- 75% more likely to travel to destinations that they wouldn’t have previously considered after virtually experiencing them.
The Metaverse will be more than just a place to ‘try before you buy’; it will educate, entertain, and inspire people, allowing them to embark on infinite adventures. Travelers will become more daring in their real-life trip choices after being able to visit them in the Metaverse first via their online avatars – especially useful for those who are hesitant to try somewhere new.
3. Delight in the Discomfort Zone
In 2023 travelers will be seeking unique vacations that shock, surprise, and delight. While 96% of Thai travelers looking forward to experiencing ‘out of comfort zone’ travel that pushes them beyond the limits, there are several types of travel that will be truly surprising:
- 80% of Thai travelers want to experience complete culture shock in 2023, whether it be traveling somewhere with completely different cultural experiences and languages (67%) or exploring lesser-known cities with hidden gems that aren’t already on the radar (28%).
- 62% are on the hunt for the world’s most exotic delicacy such as the hottest chilli pepper.
- 65% want to use their vacation for extra-terrestrial exploration on UFO or alien spotting tours.
- 32% want to buy a one-way ticket in 2023 and follow their instinct wherever it takes them.
4. Glamorizing the Good old’ Days
Amid global instability and the desire for escapism, people intend to carve out travel experiences that harken back to simpler times, with nostalgic getaways (95%) that provide the thrill of reliving the glory days top of the wishlist in 2023. There’s a desire – even for millennials and Gen-Zs who never lived it – to disappear into the romanticism of a pre-digital era.
- 31% of Thai travelers chasing experiences that evoke emotive memories of days gone past, such as visiting landmarks or attractions featured in iconic retro films.
- 70% are no longer forfeiting play in favour of rest and relaxation, increasingly seeking the adrenaline rush of theme parks, and drawing on the imagination with activities such as escape rooms and scavenger hunts.
5. Peace and Pleasure Pilgrimages
Travel is set to take ‘mind, body and soul’ wellness to the next level in 2023. Seeking to recentre the mind, meditation, and mindfulness getaways are ever popular among 77% of Thai travelers.
- 68% want to find peace at a silent retreat.
- 65% want to take a health break that focuses on mental health, transformative health, or helps with life transitions such as menopause or pregnancy.
- 55% are keen to try an experimental wellness experience such as cannabis or plant-based psychedelics such as ayahuasca or mushrooms to enhance spiritual experiences.
6. From Daily Grind to Great Company Escape
A step change from the ‘work from anywhere’ policies that are now almost as commonplace as annual leave, employees are increasingly keen to preserve vacation time for complete escapism.
- 75% want their trips to be strictly work-free in 2023.
- 59% are not interested in working while away, they would consider clocking in for a company retreat or trip.
Traveling for business will be back on the agenda in 2023, but unlike the business trips, employees are seeking more opportunities to build team camaraderie in real life – and away from the office.
- 65% of the Thai workforce is looking forward to their employer planning a ‘real life’ work trip to bring people together.
- 69% would like to see their employer use the money saved from the shift to remote/hybrid working models spent on corporate travel or retreats.
- 73% believe exploring new places will inspire them to be more productive at work.
7. Saving to Splurge
With the background of global economic uncertainty, travelers in 2023 will continue to prioritize travel but will be more mindful of how to make the most of their travel budget.
- 68% of Thai travelers say that investing in a vacation remains a top priority.
- 82% continue to spotlight travel while seeking more bang for their buck.
- 78% are planning travel budgets more tightly by taking advantage of deals, hacks, and smartly timed travel.
- 72% are prioritizing value for money with discounts and loyalty programs.
- 73% will look to save money by considering off-season destinations or longer routes on the journey.
Within this context, many travelers are also surprisingly prepared to dial up their spend – and even splurge – on the components of their trip that mean the most to them.
Michelle Gao, Regional Manager, Mekong Region, at Booking.com said “If the last few years have taught us anything, it is that we should not take travel for granted. This year’s travel predictions shows a desire for travel to be a means of seeking unapologetic moments of happiness and escapism to counteract the heavy realities of our news feeds. As a result, our goal at Booking.com will remain to make it easier for everyone to find their unique travel bliss in a more personalized and connected way in the coming year and beyond.”
Vicky is the co-founder of TravelDailyNews Media Network where she is the Editor-in Chief. She is also responsible for the daily operation and the financial policy. She holds a Bachelor's degree in Tourism Business Administration from the Technical University of Athens and a Master in Business Administration (MBA) from the University of Wales. She has many years of both academic and industrial experience within the travel industry. She has written/edited numerous articles in various tourism magazines.
