As we embrace the fall season, new trends and technologies are shaping the travel industry in exciting ways. From exploring the latest travel trends for 2024 to the rising popularity of ancestry and scream tourism, this month’s edition of the DMO Download covers a range of topics destination marketers should keep on their radar. We’ll dive into how AI is increasingly transforming the travel planning process, highlight the growing allure of heritage travel, and explore the spooky side of tourism with Halloween-inspired attractions. Plus, we’ll share insights from our own team on understanding visitors’ needs and fostering deeper connections.

As the travel landscape continues to evolve, this fall is presenting some notable trends. Rising travel costs are at the forefront of travelers’ concerns, with the average trip costing around $7,600. Unsurprisingly, many are seeking budget-friendly destinations. The Bahamas, Mexico, and the Dominican Republic are popular options this season, with significantly lower average trip costs compared to pricier destinations like Japan. Interestingly, Baby Boomers are leading the way in fall travel, with nearly half of all bookings coming from this generation. Meanwhile, Gen Z travelers are showing a marked decrease in activity compared to last year, opting instead for domestic events and festivals.

Another major shift is the shortening of booking windows, with travelers locking in trips closer to their departure dates. According to data, the window for long-haul flights has shrunk from 129 days to just 57. Beyond airfare, travelers are also focusing on unique fall experiences. Activities like apple picking, hiking, and wine tasting have seen a surge in interest, along with local experiences such as leaf-peeping tours and regional train rides. Road trips and U.S. destinations with ample outdoor recreation opportunities remain a strong preference, particularly among travelers looking to stay stateside. This fall is all about balancing cost-conscious decisions with the desire for meaningful and seasonal experiences.

In a world where convenience is king, artificial intelligence is quickly becoming a key player in how Americans plan their travels. According to a recent report, 70% of Americans are now using or considering AI for organizing their trips. With AI’s ability to streamline everything from finding affordable flights to managing itineraries, it’s no surprise that many see it as a helpful way to ease the stress of travel planning. Like we’ve seen across many industries, AI is becoming a trusted assistant in making experiences more efficient and tailored to individual needs.

The younger generation is leading the charge in adopting AI, with nearly 30% of adults aged 18-34 using these tools to plan their trips and even manage their finances. While AI’s appeal to budget-conscious travelers is clear, it’s also becoming a valuable tool for personalization, helping people find the right destinations and accommodations that fit their specific preferences. This trend reminds us of the growing desire for customized, seamless experiences in the travel world, much like we see with evolving marketing strategies.

However, the rise of AI hasn’t come without its concerns. Many travelers are still hesitant, with 62% citing privacy issues as a major drawback. Despite these reservations, AI’s role in transforming how people plan their trips is undeniable, offering new opportunities for both travelers and the destination marketing industry to adapt and innovate.

More travelers are seeking personal connections through their trips, and ancestry tourism is helping them find exactly that. Thanks to services like Ancestry and 23andMe, more people are booking trips to explore the places where their ancestors once lived. From tracing family roots in Italy to visiting the small towns of Ireland, these journeys offer something special—a chance to feel connected to the past in a deeply personal way.

For destinations, this trend opens the door to travelers who are searching for more than just sightseeing. By highlighting local history and cultural heritage, these destinations can create meaningful connections that resonate with tourists. It’s not just about the sights, but about offering visitors a sense of connection—to the place, the culture, and even to their own family stories.

As more people seek out trips that help them discover their roots, destinations that can provide those personal, heritage-based experiences are well-positioned to tap into this current growing trend.

As Halloween approaches, “scream tourism” is on the rise, drawing thrill-seekers to spooky destinations around the world. From haunted houses to eerie amusement parks, these attractions have become a popular seasonal travel experience. What’s adding a new twist this year? Generative AI. This technology is enhancing the way tourists plan their Halloween adventures and experience the scares.

Beyond simple trip planning, generative AI is now creating personalized, interactive Halloween content. For example, it can generate ghost stories tailored to a visitor’s preferences, simulate haunted environments, or even create eerie narratives that keep visitors entertained while waiting in long attraction lines. This AI-driven personalization is not only adding value to the visitor experience but also offering destinations a chance to stand out in an increasingly competitive market.

By integrating generative AI into scream tourism, destinations can provide immersive, digitally enhanced experiences, from planning logistics to delivering spine-chilling entertainment. As AI continues to evolve, it promises to reshape how tourists experience the frights of the season, offering both destinations and thrill-seekers an innovative, tech-enhanced Halloween adventure.

At Bull Moose Marketing, we’ve seen firsthand how important it is for destinations to make their visitors feel truly understood. As travel still rebounds from the pandemic, visitors are more cautious, needing flexibility and reassurance in their plans. DMOs that can show empathy and keep communication open are the ones building trust. We’ve worked alongside DMOs to help them better connect with their visitors, showing that simple actions like listening, responding quickly, and providing clear information can make all the difference.

One of the key shifts we’ve noticed is how much technology can help with this. Tools like chatbots and automated messaging make it easier to respond to visitor concerns right away, offering them comfort in knowing their questions are heard. It’s about making the experience feel more personal, even when the communication happens digitally. We’ve seen how these strategies can create real connections between visitors and destinations, building loyalty even after uncertain times.

Ultimately, it’s about making visitors feel valued and ensuring they know their needs are being met. Empathy and open communication will continue to play a critical role in shaping positive travel and tourism experiences moving forward.