As 2023 comes to a close, travel advisors have their eyes on the new year, and particularly on the destinations clients are hoping to explore. To that end, Fora Travel, which recently celebrated $150 million in bookings, is set to reveal what its advisors are seeing in terms of demand, based on early bookings, historical data and other industry intel. While Fora’s full “Hot List” won’t be available until January, the agency did release select data this month.
“There’s a place on the Hot List for every kind of traveler,” said Henley Vazquez, co-founder of Fora. “It doesn’t matter if you’re taking a long weekend or a two-week dream vacation. We use data to help our advisors keep their fingers on the pulse of what’s trending, so they can help travelers get the most out of their vacation days.”
Here’s what Fora has shared so far.
Trend 1: Travel to Smaller U.S. Cities Is on the Rise
Having already booked approximately 10,000 vacations for 2024, Fora advisors are watching for patterns in those bookings, and they’re charting a growing demand for smaller cities in the United States. New Orleans and Austin, Texas, for example, are in the agency’s top five most-booked domestic destinations. Virgin Hotels New Orleans is the agency’s most-booked hotel in the U.S., and travelers are awaiting the pending opening of Nobu Hotel New Orleans, as well. A new Arrive hotel is also set to debut in New Orleans’ Bywater neighborhood.
“What’s fun about these cities is that even if you only have a long weekend, you can get a grasp on the cultural, culinary and shopping scenes, prompting the eternal question, ‘Could I actually live here?’” Vazquez said.
Trend 2: There’s Growing Interest in San Sebastian, Spain
Fora data shows that the northern Spanish city of San Sebastian is attracting attention — it’s one of the agency’s top five destinations in Spain, for the first time ever. Fora says this interest may be fueled by the much-anticipated opening of Nobu Hotel San Sebastian. Another hotel in the city booked by Fora advisors is Akelarre Hotel, which has an on-site restaurant that earned three Michelin stars.
“Calling all foodies,” said Anny Chen, a Fora advisor. “It is no exaggeration to say San Sebastian has the most incredible food scene I've ever experienced in my life.”
Trend 3: More Travelers Are Asking About Panama
Fora advisors are seeing more bookings for Panama in 2024 than neighboring countries such as Aruba, Saint Lucia, Puerto Rico and Belize, which were chart toppers in 2023. The resort island of Isla Palenque is a top choice for Fora advisors, as is Isla Secas, a private island that offers marine safaris.
“I consider Panama the Miami of Latin America,” said Aubrey Jackson, a Fora advisor. “It seamlessly blends breathtaking natural beauty, the awe-inspiring Panama Canal, a rich tapestry of cultural influences and luxurious accommodations.”
We use data to help our advisors keep their fingers on the pulse of what’s trending, so they can help travelers get the most out of their vacation days.
Trend 4: Japan Ranks High for Clients, Yet Again
When it came to worldwide bookings in 2023, Japan was among the top 10 most-booked countries for Fora advisors, and it’s looking to be similarly popular for 2024. Top accommodations Fora advisors and clients are interested in include Zentis Osaka and luxury ryokan Hoshinoya Tokyo.
"I've been all over the world, and Japan is easily my favorite country I've ever visited,” said Bria Rosenberg, another Fora advisor. “From the most delicious foods to the rich culture, and the gorgeous architecture and nature, Japan is a must-visit destination.”
Fora data shows that interest in Bhutan is increasing, too, with Six Senses Bhutan strongly attracting U.S. travelers.
Trend 5: Demand for Australia Is on the Rise
Client interest in Australia travel is notable, especially for February of 2024. Fora advisors and clients favor The Langham, Gold Coast (which opened in 2022), and they are anticipating the 2024 opening of The Standard, Melbourne.
