Sojern Reveals Travel Trends Ahead of 2024 Summer Olympics in Paris

Leading digital marketing platform Sojern has shared its latest travel data in anticipation of the 2024 Summer Olympics in Paris. The games, scheduled for July 26 to August 11, 2024, are expected to be the largest event ever organized in France, with 10,500 athletes from 206 National Olympic Committees participating.

Ad spending related to major sporting events, including the Olympics, is projected to reach $61 billion this year. These events not only boost advertising revenues but also drive significant travel demand as fans travel to support their teams. For example, flight bookings surged by 63% ahead of the F1 Grand Prix in Singapore, and travelers booked trips to Qatar well in advance of the 2022 FIFA World Cup.

According to Sojern’s analysis, 52% of hotels in Portugal have some level of sustainability certification, indicating a strong commitment to sustainable practices in the country’s hotel industry. The analysis also revealed that the higher the hotel category, the greater the commitment to sustainability, with 71% of 5-star hotels having some certification, compared to 41% of 3-star establishments.

The study also looked at the relationship between sustainability practices and average hotel prices. It found that hotels with sustainability certification, regardless of category, offer prices that are 19% higher on average than those without certification. This suggests that sustainability practices are not only beneficial for the environment but also financially advantageous for hoteliers.

Carlos Cendra, Marketing and Communication Director of Mabrian, commented on the results, stating, “The results of this preliminary analysis are very positive for Portugal. More than half of its hotel supply is already certified in sustainability at some level. The data also show that these hotels can offer higher rates, so accommodations that have not yet started their certification process may begin to consider it, as sustainability is profitable for the environment and also for hoteliers.”