Unforgettable Travel Company
  • Our 2023 Travel Survey Results

Our clients reveal their travel insights for 2023 and beyond...

The Travel Insights report is our annual take on where we see the industry and client behaviors shaping new trends in travel. For this year’s report, we had over 2,000 clients complete our short survey which included a mix of age ranges and genders.

The main highlight we are seeing from this year’s report is over half of the respondents said “The cost of living is not impacting my travel plans for this year” which is very positive for the whole industry.

The way in which we look to travel also continues to change as more and more clients are looking for those special, intermate travel experiences that will create a lifetime of memories. This is also what we are seeing in our bookings driven by travelers wanting to tick off a bucket list destination. Visiting a UNESCO-listed cultural site forms the backdrop of many of our traveler itineraries now.

The conclusion? Travelers continue to prioritize adventures abroad and embrace the freedom that only travel can provide.

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What are your top 3 destinations you are looking to visit?

Europe remains in top demand for 2023 travel plans with the top 3 destinations being Greece, Italy, and Croatia. Japan has also returned to the top ten with a bang considering it only re-opened in October 2022. Here is the complete list of the Top 10 most popular destinations for 2023:

  1. Greece
  2. Italy
  3. Croatia
  4. Portugal
  5. Iceland
  6. Maldives
  7. Spain
  8. Costa Rica
  9. Japan
  10. South Africa
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What type of trips are you interested in?

Compared to previous years there has been a real shift in the type of travel people are looking for. Today travelers are looking for more intimate experiences where they are happy to use slower forms of travel in return for richer more in-depth experiences of the destinations they are visiting. This is reflected in the survey results where both Small Ship Cruises and River Cruises allow travelers to get into smaller ports, which is impossible for big Ocean Cruise Ships.

  1. Small Ship Cruises
  2. Active & Adventure
  3. Beach Getaways
  4. River Cruises
  5. Private Guided Tours
  6. Escorted Group Tours
  7. Wildlife & Safari Trips
  8. City Breaks
  9. Ocean Cruises
  10. Rail Journeys
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What do you like to experience whilst you are traveling?

Top of the list for this question is tours covering culture and history. In this category, experiences could include visiting ancient ruins in Italy, or religious sites in Jordan, among many others. Food and wine experiences are still very highly rated which is particularly positive for the hospitality sector.

  1. Visiting cultural & historical sites
  2. Enjoying food and wine experiences
  3. Viewing nature & scenery
  4. Visiting off-the-beaten-path destinations
  5. Interacting with locals
  6. Relaxing on a beach
  7. Walking and hiking
  8. Wildlife spotting 
  9. Attending a live show or event
  10. Playing a sport
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When deciding on a budget for your trip, what 3 things do you prioritize the most?

Following on from the previous question it is no surprise that people are prioritizing more of their trip budget on having the best experiences whilst away. The results suggest that travelers will sacrifice staying in upgraded rooms in order to facilitate more of their budget being used towards unique private food, wine or cultural experiences.

  1. Local tours and experiences
  2. Eating out
  3. Upgraded hotel rooms
  4. Upgraded flights
  5. Shopping


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How much consideration do you give to sustainable tourism when booking your travel?

Whilst sustainability continues to be a very important subject and consideration in the world today, the survey found that over half of the respondents are receptive to sustainability, whilst not being prepared to pay more to travel with an airline or supplier that offsets their emissions for an additional cost.

  1. I am mindful of sustainable tourism and try to buy local produce, but I would not pay any more for my trip (54.01%)
  2. I would pay 5% more to book with a company that promotes their sustainable practices (25.36%)
  3. I look for the best price, therefore sustainability is not a consideration (16.24%)
  4. I will only book with a company that clearly demonstrates their sustainability credentials (4.38%)
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How much consideration do you give to sustainable tourism when booking your travel?

Despite the rising cost of living, over 51% of survey respondents said it wasn’t impacting their travel plans for this year. This shows that post-pandemic demand for travel shows no sign of slowing down.

  1. The cost of living is not impacting my travel plans for this year (51.01%)
  2. I am planning to travel abroad this year but spending marginally less (29.91%)
  3. I’m traveling abroad this year but I’m spending a lot less than before (12.11%)
  4. I am not planning to travel abroad this year until costs stabilize (6.97%)