Praytell's Takeaways from Travel + Leisure's World's Best Summit 2024

I had the pleasure of attending Travel + Leisure’s inaugural World’s Best Summit, curated by Editor-in-Chief Jacqueline Gifford and attended by some of the leading names in travel and hospitality. The event left me optimistic about the future of travel and the brilliant minds driving positive change around the globe. Over two days, industry innovators and entrepreneurs tackled everything from wellness tourism and AI innovations to the next generation of sustainability and the power of culture events—and more.

A few key themes emerged:

• There’s nothing more luxurious than time. High-end amenities, exceptional service, and hyper-personalization are table stakes for the traveling elite. Today’s luxury leaders are gifting their clientele the most valuable, least tangible assets—time and access—whether that’s by bypassing the the dreaded airport experience, or gaining exclusive access to a clergy-led Vatican tour during hours usually closed to tourists.
• Everything’s coming up culinary. The influencer of food and drink on traveler experiences came up in nearly every panel. There’s something powerful and uniting about the dining experience, and “culinary tourism” is a trend that’s here to stay.
• The more niche, the better. Experiences built around ultra-specific areas of interest or life stages that enable discovery and education are in high demand. Envision weeklong wine-making immersions instead of weekend wine tastings; menopause retreats over hotel spas; and nature escapes designed for rest and longevity instead of jam-packed city itineraries.
• Sustainable labor and supply chains. Green(er) transportation and eliminating front-of-house single-use plastics at hotels and restaurants are positive steps in the right direction. But the conversation is shifting towards building a more sustainable, regenerative tourism economy by examining partner practices and establishing eco-friendly supply chains; advocating for fair wages and labor practices; and respecting (and funding) local cultures and communities.  
• AI: not just for itineraries and chatbots. Travel brands are harnessing the power of AI in new, useful ways. From customizing hotel lighting for neurodivergent travelers to equipping call center employees with AI tools for better customer service or arming small businesses with info on how seasonal booking trends may impact their bottom line, AI will revolutionize travel. Panelists were also quite cognizant of ethical concerns, such as AI “hallucinations” leading travelers to unsafe or undesirable locales, and adamant that human touch is what makes travel most memorable and meaningful.  
• The solo travel surge is being led by women. One panelist noted a doubling in female solo travelers, especially for group expeditions and wellness trips, where safety in numbers is paramount.
• Meanwhile, an increasing number of wellness retreat guests are men. Men, who are more likely to face mental health crises but less likely to seek help, are now turning to transformative wellness experiences. Efforts to reduce stigma around male mental health are leading more men to places like SHA Wellness Clinics.

Thank you to Travel + Leisure for gathering such a dynamic group to highlight the bright future of travel, and Destination Canada for the opportunity to attend!

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