Generator and Freehand Hotels, the leading boutique and lifestyle hospitality brands, have recently shared key travel trends and insights from their latest 2024 booking data. The findings indicate a strong comeback for the weekend city break and support the rise of new trends – including gig-tripping, sport-led tourism, and coolcationing – all of which may also have contributed to the surge in the 48-hours stay.
Celebrating their best yearly results to date, with earnings up 28% on 2022 and 2024 reservations on the books increasing by up to 64% across their European and US properties, Generator and Freehand Hotels have observed a decline in the post-pandemic trend of ‘long weekend’ getaways this year, resulting in an uptick in guests booking shorter city breaks and the average length of stay shortening from three to two nights.
Generator’s booking data also highlights emerging trends such as gig-tripping, where large-scale concerts act as major drivers for travellers, particularly Gen Z and Millennials, leading to increased bookings on the books across the portfolio. Both brands have seen booking volumes rising during concerts, festivals, and music events throughout the year, with Freehand and Generator Miami forecasting an impressive 700% year-on-year increase in revenues during Taylor Swift’s coveted 2024 Eras Tour, along with a 50% surge in Stockholm and Dublin. Additionally, Generator Barcelona’s reservations on the books are up by 30% during Sónar festival.
The strong programme of sporting events in 2024 has also likely contributed to this year’s destination hotspots and the rise in shorter getaways, with current data showing significant increases in London, Paris, and Rome during the Six Nations Championship. Unsurprisingly, ahead of this summer’s Olympic Games in the French capital, Generator Paris has seen a 400% increase in business on the books during the games, while its German properties have all seen a 10% during the Euros.
The brand has also identified its most trending 2024 city-break destinations, with Generator Amsterdam, Copenhagen and Stockholm seeing an increase in business on the books by over 50% compared to 2023 as travellers book “coolcations” in cities with cooler climates. In line with other existing trend reports, Generator’s findings show shoulder season getaways continue to become more popular as travellers opt for cooler and less crowded months away.
Alastair Thomann, CEO of Generator and Freehand Hotels, says: “With several properties across key European and North American cities, we can identify certain cultural trends influencing increases in global bookings. Alongside the rise of gig-tripping, and those travelling affordably for the incredible year of sport, it’s also evident that as travellers are returning back to the office, the long weekend break is no longer, and the 48-hour weekend break is back. We are delighted to see bookings increase in more than 10 properties – this continues to reinforce that our guests are looking for great city centre locations and shared experiences”.
