In the ever-changing landscape of travel, understanding the trends, challenges, and opportunities is crucial for anyone looking to explore the world. Recently, I had the pleasure of sitting down with Heather Christopher, the visionary behind HC Travel Firm, to discuss her journey in the travel industry and her insights into travel trends as we step into 2024.

The Genesis of HC Travel Firm:

Heather's journey into the travel industry was both personal and poignant. It began with a dream in March 2005, a literal wake-up call that propelled her to switch her college major to travel and tourism. This decision came at a challenging time, as her father, with whom she shared a passion for planning family trips, was battling cancer. Despite these challenges, Heather's determination led her to work for a storefront agency in Northern Virginia for a decade, gaining invaluable experience and mentorship.

In 2016, with the birth of her second daughter and a move to Gettysburg, Heather realized it was time to branch out on her own, leading to the birth of Heather Christopher Travel Consulting. Her firm has seen incredible growth, acquiring another travel agency in 2022 and evolving into HC Travel Firm, now boasting a team of 14 agents spread across the U.S. and Europe.

Travel Trends and Insights for 2024:

As we look towards 2024, Heather shared some fascinating insights into the travel industry:

Sustainability in Travel:

We’ve touched on sustainability before and guess what? It’s not going anywhere. Though travelers are not yet actively seeking sustainable options, the industry is moving towards more eco-friendly practices. This is due to concerns about overtourism, the rise of carbon emissions with affordable air travel, and government regulations. While travelers aren’t necessarily asking for it when booking (yet), they show appreciation and frequently comment and appreciate accommodations and dining experiences that offer sustainable practices within their service. 

The Influence of Influencers:

We can’t say it enough – social media influencers are significantly impacting travel trends. While they can be a positive force in promoting new destinations, there's a need for balance and authenticity in their recommendations. Social media influencers and personalities are such a trusted source that travelers need to remember it’s one opinion, and they should research recommendations made or ask a travel advisor.

The Shift in Travel Preferences:

Post-COVID, there's a noticeable shift towards smaller towns and unique experiences. People are seeking hidden gems, though Heather humorously notes that in today's connected world, few places remain hidden. She recommends checking the big boxes, but also taking time in your travel itinerary to “get lost” and wander a new area you haven’t had on your radar.

The Rise of Domestic Travel:

National parks in the U.S., especially out West, are seeing a surge in popularity. However, this has led to challenges like reservation systems and overcrowding in peak seasons. Now, you must plan ahead and work with the parks or a travel agency like HC Travel Firm to ensure you can reserve cabins, hiking times, and even park entry.

International Hotspots:

Japan and Europe, particularly Italy, are in high demand. However, travelers should be aware of potential overcrowding and high costs, especially with events like the Olympics in France in Summer 2024. Heather recommends traveling to these hotspots during the shoulder season (the period of time in between peak and off-peak seasons) if your schedule allows. You’ll enjoy the country and culture more when it is most authentic and less crowded. 

Personal Reflections and Future Outlook:

The takeaway? The travel industry’s explosive growth over the past few years has proven that now, more than ever, STR (short-term rental) owners and property managers must pay attention to the ever-changing travel trends to position themselves as leaders in the marketplace. Looking ahead, Heather is optimistic about the travel industry's trajectory, noting the increasing value placed on travel experiences by Millennials and Gen Z.

As we navigate the complexities of modern travel, Heather’s experiences and advice remind us of the joy and enrichment that thoughtful and sustainable travel can bring to our lives.

Connect with HC Travel:

For those inspired to embark on their next adventure, HC Travel is just a click away. Visit their website at hctravelfirm.com or follow them on Instagram @hctravelfirm to start planning your journey with a team that truly understands the art of travel.