Alternate Occasions
Travelers are using any excuse to justify a celebratory group vacation—and some of them may surprise you
There’s nothing quite like a group holiday. Whether with family or friends, you’re signing up for the chance to reconnect—for camaraderie, laughter, dining en-masse and at least one minor disagreement.
Often, there’s a reason for going away together, with everyone gathering under one roof to celebrate something or mark a milestone.
In fact, new research by Stayz* has uncovered an emerging trend for 2024: the ‘Alternate Occasion,’ revealing that a quarter of people are looking for any excuse to take a trip with friends or family.
And with the same number of travellers are also planning to take more trips with family and friends in 2024 than this year, it’s no wonder they’re finding ever more imaginative reasons to justify them.
For couples, while traditional relationship milestones like wedding anniversaries still figure, new ones are also emerging as reasons to warrant a celebratory trip away, such as an anniversary of a first date—or simply introducing a new partner to friends or family. (On the flipside, a divorce or break-up is also being cited as an excuse for a trip.)
One of the top reasons for travelers to book is to celebrate a work-related milestone or achievement—from retiring to landing a new role or a promotion, or even quitting a job.
For parents (and pet parents), there are even more justifications to get away: Just as many people would throw a baby gender reveal party on vacation, as would use it to celebrate a pet’s birthday.
Travelers are also choosing to mark significant personal milestones, such as coming out or a major health triumph, with a trip that brings together family and friends.
‘Stayz is crowning 2024 the year of the Alternate Occasion—and anything goes,’ says Daniel Finch, Managing Director of Expedia Brands. ‘Be it a half-birthday celebration, a ‘first-date-iversary’, or simply kicking off the holidays together, we know that people are looking for any excuse to get away for quality time with their people. And we’re here for it.’
But perhaps we don’t need that much of an excuse at all? For some, the change of season, or the start of the holiday season, or even to create a feast for friends and family, is reason enough: Sometimes you just need to get away together. And with research showing that an adventurous 10% are even planning to take a trip every month in 2024, perhaps it’s no wonder we’re getting more creative than ever before.
Based on consumer research conducted among 20,000 respondents across 14 countries by OnePoll between Sept. 12 – Oct. 5, 2023, on behalf of Expedia Brands.
Claire Cohen
Writer
Claire Cohen is a freelance journalist who writes for The Times, Vogue, Grazia, and more. She is also the author of BFF? The Truth About Female Friendship.
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