Amsterdam, a city rich in history and charm, played host to an unforgettable event – Click.2024 by This year’s conference raised the bar with its next-level setup, mind-blowing content, and the opportunity to reconnect with old and new friends, clients, and partners.

Click.24: Making it Easier, Together Click.24 Amsterdam

A central theme of this year’s Click.2024 was the transformative power of Generative AI and innovative marketing.’s mission to make travel easier and more accessible for everyone was evident in the sessions and discussions, highlighting how technology is reshaping the travel industry.

We left Amsterdam with a wealth of insights and trends that can help hoteliers stay ahead of the competition. Here are some key takeaways that can elevate guest experiences and drive new revenue streams:

  1. Ad-Hoc Luxury: Indulge Without Breaking the Bank

    51% of budget-conscious travelers are interested in buying day passes to access 5-star luxury amenities.

    There is a noticeable trend among budget-focused travelers who crave luxury experiences during their trips. They might book a budget hotel but are willing to splurge on luxury dining or amenities.

    57% of budget-conscious travelers are turning to Generative AI for tips on experiencing luxury on a budget.
  2. Sustainability: More Than a Buzzword

    67% of travelers feel inspired to be more sustainable when they see sustainable practices during their trips.

    Sustainability is no longer just a buzzword; it’s a crucial part of the travel experience. Travelers want to visit remote locations mindfully and responsibly, with hotels playing a key role in this sustainable journey.

    53% of travelers are looking for innovative sustainability practices that offer a 'wow' factor.
  3. Culinary Heritage: Beyond the Plate

    81% of travelers want to try indigenous dishes and heritage flavors while traveling.

    Authentic cuisine is a significant draw for travelers. Highlighting local food and its stories can deeply connect guests to your property’s location and heritage.

  4. Rejuvenation: Sleep, Water, and Wellness

    58% of travelers prioritize sleep tourism, making quality beds and pillow menus essential.

    Many travelers now focus on rejuvenation, seeking peace, rest, and new health trends during their trips.

    75% of travelers are interested in water-centric rejuvenation activities such as ice therapy, wild swimming, floating yoga, and water sound baths.

  5. Surprise and Delight: The New Adventure Begins with Moments of Discovery

    52% of travelers are interested in booking a surprise trip where the destination is unknown until arrival.

    The element of surprise and delight remains powerful, with a modern twist where travelers are open to relinquishing control over their travel decisions for a more adventurous experience. 34% of travelers are open to traveling with strangers, highlighting the evolving dynamics of social travel. Almost half of travelers are willing to let Generative AI plan their trip, with 30% of baby boomers also expressing interest in AI-supported trip planning.

    30% of baby boomers also expressing interest in AI-supported trip planning
  6. Embracing Technology and Innovation

    State of Distribution at Click24

    The desire to find new ways to experience the world is strong among travelers. What this needs is that hotels spend most of their time focusing on improving guest experiences. However, the early findings of the State of Distribution 2024 report, co-created by HEDNA, the Jonathan M. Tisch Center of Hospitality HI Hub Experiential Learning Lab at NYU School of Professional Studies, and RateGain, reveals that hotels end up spending 2 days per week on average on reporting and analytics alone.

    The solution lies in automating mundane tasks. By leveraging technology and innovation, we can meet and exceed these new guest expectations, driving higher guest satisfaction.

Wrapping Up the Amsterdam Vibe

RateGain at click.24 by

A big thank you to the team for hosting such an inspiring Click.2024. The future of travel is bright, and with the help of technology, we can create memorable and transformative experiences for travelers worldwide.

Stay tuned for more insights and trends as we continue to explore the future of travel together.

Read more about our experiences and key takeaways from Click.2023 here.

About the Author

Fritz Müller who is the SVP Revenue & Head of Europe for RateGainFritz Müller LinkedIn Icon
SVP Revenue & Head of Europe