Revenge travel: What is it and what does it mean for airfares?

Over the last couple of years, you may have heard or seen the term ’revenge travel’ used online and in the news.

This new trend became popular in 2022 and 2023 after the COVID-19 pandemic, though the meaning has evolved considerably since then. 

In this article, we’re going to take a look at the original meaning of revenge travel and how this has changed over the last 12 months. We’ll also look at what this means for airfares and travel in 2024 and beyond. 

Revenge travel in a post-covid world

Originally, the term revenge travel referred to the surge in travel demand following COVID-19, when lockdowns and restrictions were lifted. People began booking holidays and trips at unprecedented levels as borders finally reopened and health concerns started to ease. 

This is because, after long periods of isolation, quarantine, and limited mobility, people were ready to get back out into the world - especially those who had to cancel or postpone trips during the pandemic. 

The term became popular as people’s pent-up desire to travel became very clear. Many sought to make up for lost time and missed experiences. Part of this new trend saw travellers splurging on new and premium experiences, with many choosing luxury hotels, flights and tours.

What revenge travel means in 2024

This sudden demand for travel and high-end experiences, coupled with staff shortages and supply chain disruptions caused price hikes across the tourism industry. In fact, data found that in the summer of 2023, airfares were 60% higher than before the pandemic (in 2019) and 19% higher than in 2022.

This sharp increase in prices across the travel industry meant that once the initial freedom and excitement had passed, consumer sentiment towards travel began to drop. 

With mortgage rates, renting and the cost of living also rising, hikes in travel and airfares have led consumers to see travel as a discretionary purchase, not a necessity or right. 

Even those in higher-income households have said they are less likely to travel over the coming year, seeing an 11% decrease in those planning a long break overseas in 2024.

This has changed the meaning of revenge travel, with consumers now pushing back against rising and hidden fees such as baggage, seat selection and food. Some have even gone as far as to boycott rising airfares, targeting specific airlines and calling for regulatory actions that make airfare pricing more transparent and fair. 

So we’re saying that in 2024, revenge travel is actually the opposite of the desire to book a trip. It means getting revenge on the seemingly overpriced tourism industry and airlines by forgoing holidays or choosing other modes of transport like trains or road trips.

How is this impacting airlines?

This decline in travel behaviours has already impacted airlines, with fluctuations and losses reported between 2023 and 2024.  

While the travel industry is expected to recover by 2025, another trend has emerged, a price war has begun. With consumers more sensitive to airfares amidst the current cost of living crisis, airlines have responded by offering more competitive fares.

Should you take advantage of revenge travel and how can you do this?

As airlines battle for passengers, some have begun to offer competitive prices to their customers in the hopes of encouraging a travel boom. If you’re planning a trip, particularly group travel with a larger number of passengers now could be the ideal time to take advantage of this trend. 

There are some key ways you can take advantage of this new type of revenge travel and the subsequent price war. For one thing, don’t delay booking your trip. After all, you never know when the next price hike will come along. So make the most of lower fares and get your flights booked. 

It’s also a good idea to shop around a bit, don’t take the first deal you see and use comparison websites to see which airlines have the best offers right now. 

If you’re booking group flights, don’t go it alone. Work with a group flight specialist like BTG Travel Management, as they can help you get even more for your money. Not to mention, they can take a lot of the stress out of the travel planning process. 

Finally, if you can, be flexible about when you travel. Choosing off-peak flights out of the busy season can often save you even more money!