Pinterest Predicts 2024 Hospitality & Leisure Trends

1. Making a Racket: In 2024, Gen Zers and millennials will embrace all things badminton. Between 2021 and 2023, searches for “badminton bag” surged by 105%, while those for “badminton racket” increased by 80% and “playing badminton aesthetic” by 45%. We’re already tracking trending sports that have wider lifestyle appeal: see The New Sports-Leisure Landscape: Part 1 and Part 2 for more.

2. Knockout Workouts: Pinterest predicts that millennials and Gen Zers will embrace combat sports, such as karate, kickboxing and jujitsu, to relieve stress, stay fit and maintain personal safety in 2024. Searches like “kickboxing aesthetic” (+265%), “mixed martial arts training” (+200%) and “karate kumite” (+190%) have swelled. For more future fitness, read The New Fitness Culture: Evolving the Workout.

3. Rest Stops: Gen Zers and millennials will take a slower, more relaxed approach to holidaying in the coming year. Cue increased searches for “ASMR sleep” (+165%), “solo travelling” (+145%) and “slow life” (+60%). This ties in with our Look Ahead 2024: Hospitality & Leisure report’s Restorative Recreation focus.

4. Dirt Flirts: This year will see off-roading become a popular leisure and lifestyle activity. Pinterest has already logged an uptick in searches for “overland gear” (+110%), “off-road camping” (+90%) and “adventure car” (+80%). We tap into this mindset in The Motorcycle Lifestyle Opportunity, which marries outdoor leisure with wider lifestyle influences.

5. Jazz Revival: Jazz will resonate with millennials and Gen Zers, with jazz-inspired outfits and low-lit venues gaining renewed interest. Keywords like “jazz aesthetic clothing” (+180%), “piano jazz” (+105%) and “jazz bar outfit” (+75%) are all on the rise, according to Pinterest data.