KUALA LUMPUR: While international travel is expected to peak in 2024, local industry players believe domestic adventures and "staycations" will remain strong for the new year, especially in Southeast Asia.
They believe trends are reflecting a desire for nearby escapes and adaptability in the face of changing regulations that might arise from the cases of Covid-19 pandemic.
Industry players are also seeing travellers seeking sustainable options and destinations that align with their values while wellness tourism also takes centre stage, with experiences promoting relaxation, rejuvenation, and personal growth being highly sought-after.
RThere are also rising trends of "bleisure travel" where travelers extending business trips to add leisure activities, a trend that caters to the growing remote work culture and the desire for adaptable travel options.
Malaysia Aviation Group (MAG) group managing director Datuk Captain Izham Ismail said anticipated travel trends in 2024 include a rise in sustainable and wellness tourism and an increased demand for bleisure travel.
"Industry players, including MAG, are preparing for these trends. Flexibility and agility will be key in adapting to evolving consumer preferences.
"Travellers are also increasingly seeking sustainable travel options, from where they stay and minimising their carbon footprint. We foresee this trend will continue to gain momentum in 2024, as travellers prioritise destinations and experiences that align with their values," he told Business Times.
He said wellness tourism encompasses travel experiences that focus on physical, mental and spiritual well-being.
Izham said in 2024, travellers will continue to seek out destinations and activities that promote relaxation, rejuvenation, and personal growth.
"Additionally, bleisure travel, the rise of remote work and flexible work arrangements is blurring the lines between business and leisure travel. Bleisure travel, which involves combining business trips with leisure activities, will continue to grow in 2024," Izham said.
Traveloka president Caesar Indra said while international travel growth has been picking up rapidly, domestic travel in Southeast Asia will likely remain one of the key drivers in tourism recovery in the region - a trend that surfaced when cross-border restrictions were still in place.
"Staycations and local weekend destinations still have a good take-up rate on our platform despite the full lifting of border restrictions in 2023.
"Another trend we are seeing is how travellers are willing to spend more to remain adaptable and prepare themselves better amid changes in regulations and unforeseen disruption. This could include buying travel insurance or flexible options," he said.
Caesar said Traveloka found that travellers to Malaysia tend to visit family-friendly attractions such as amusement parks, indoor activities and nature-related sights.
As such, they may be recommended accommodation or packages close to destinations such as Legoland or Genting Highlands.
"We expect more in the sector to keep pace with these rapid developments to create even better products and solutions with consumers in mind," he said.
Hyatt Place Kuala Lumpur general manager Bennett Peter said the hotel is noticing a shift in business travel - bleisure travel - where business travellers are incorporating leisure time into their trips.
"At the same time, millennials and digital nomads who are more selective, will only stay in hotels with full wifi facilities and 24/7 food options such as 'grab and go' options.
"As Hyatt Place Kuala Lumpur offers Grab, Pay and Go as part of our 'select service' concept, these travelers are also selective of the items they need and use in the rooms, and in response to their preference, we have offered the Necessities Program for forgotten items that guest can borrow or enjoy for free. This programme is focused on convenience and reducing unnecessary wastage," he said.
Canary Tours & Hospitality Services Sdn Bhd managing director Aaishah Bohari said industry players are seriously looking into the digital transformation and the consideration of artificial intelligence (AI) to better understand and connect with travellers.
She said the use of AI and augmented reality (AR) is weaved into various tourism offerings to provide immersive and authentic journeys that will in my opinion continue to evolve in 2024.
"Creativity paired with technology can elevate the experience to the next level if done right. Bearing in mind the pace of change is at a fast pace and can be a challenge to keep up with.
"The curious travellers are always on the lookout for new and interesting places to visit and the journey needs to be accessible and smooth for them to recommend to their circle of family and friends," she said.
Aaishah said looking ahead to 2024, the Malaysian travel and tourism industry remains resilient and determined to overcome challenges through innovation, collaboration and adaptability.
"Constant monitoring of global trends, strategic partnerships and a commitment to delivering exceptional and safe travel experiences are the main necessities," she said.
Recapping 2023, Izham said for the aviation industry, MAG is still reeling from prolonged effects on the global supply chain network which continues to disrupt both manufacturing and logistics.
"This implicates our operations, aircraft delivery and maintenance, repair and overhaul (MRO). In addition, factors such as fuel costs, foreign exchange rates, and interest rates remain major concerns for the industry.
"Despite these challenges, the travel and tourism industry in Malaysia showed signs of recovery in 2023, with domestic travel rebounding strongly and international arrivals picking its pace," he said.
While the travel demand has been extremely encouraging, Izham said the aviation industry continues to face headwinds as it operates amid a highly volatile economic and geopolitical environment.
Notably, there has been an increase in average fares globally owing to factors such as pent-up demand, restricted capacities and impact from fuel and foreign exchange, he said.
"It becomes crucial to target specific markets and attract tourists to Malaysia. This collaborative approach aims to enhance the industry's resilience and ensure a strategic response to the evolving landscape in 2024," Izham said.
Caesar said like other Southeast Asian countries in early 2023, Malaysia experienced a flurry of searches to several destinations that were driven by a strong domestic tourism demand.
"According to our data, Malaysians favoured Kuala Lumpur, Kota Kinabalu, and Langkawi this year. But one of the key challenges facing the region today is the uncertain macroeconomic environment, which may deter travellers from spending more as we head into 2024," he said.
Bennette said the tourism industry in Malaysia is experiencing consistent growth in inbound travelers, although there is a lack of contribution from countries such as China and India where the volume traditionally is.
"The recent announcement of a 30-day visa exemption for visitors from China and India for leisure is a move to boost tourism from these markets," he said.
Aaishah said concerts for example elevate the destination to a wide audience, like the recent hype of Coldplay's first concert in Malaysia.
"The relevant tourism and event authorities need to continue to pitch for world-class international meetings and conventions events. This will put Malaysia on the world map as a premier meetings, incentives, conferences and exhibitions (MICE) destination as well as in the leisure segment which is for the most part integrated.
"People who travel for business are also taking extra time to explore and experience the destination pre or post-event," she said.