Travel Consumer Insights

Trend - As the boutique hotels market grows, new hotels are embracing local culture through design plans, local sourcing, and/or community collaborations. These hotels aim to facilitate more authentic local experiences, while maintaining the benefits of luxury travel for their guests.

Insight - The demand for authentic travel experiences continues to grow, and more consumers are traveling while aiming to reduce their impact on local communities and environments. As their values evolve, travelers who want authentic (but luxurious) experiences patron businesses that are clear about their local contributions--which is easily facilitated through design and sourcing.

Trend - Airlines are now offering kits with high-quality travel essentials to passengers in premium cabins to enhance their in-flight experience. These kits include a selection of luxury items and travel necessities designed to make the flight more relaxing or comfortable.

Insight - High-income consumers seek an elevated experiences compared to standard or basic levels of service. These consumers want to feel as though their investments are justified--so they seek out brands that deliver elevated experiences, amenities or exclusive loyalty plans. Brands that can meet these expectations can build lasting relationships with high-income clients and ensure their continued loyalty.

Trend - Companies are debuting everyday carry (EDC) condiments to enable consumers to add flavors to any meal or snack. These bottles are durable and hold less than 2oz of topping, so as not to add weight to the consumers' bags. These products are aimed at foodies who want to enhance regular meals.

Insight - For foodies and health-minded consumers, the ability to ensure food is both flavorful and healthy is paramount. The need for specific combinations between flavor and function, as well as the desire to share flavors with companions, leads many foodies to prepare their own meals rather than ordering food while away from home. Brands are recognizing this diverse set of desires and are responding by launching more convenient on-the-go solutions for flavor or nutrient enhancement.

Trend - Travel agencies are offering 'microcation' packages that include short-duration, event-packed getaways. These vacation are more affordable and are easier to plan than vacations, making them fit for customers of all ages. Microcations can also be taken in quick succession for versatility.

Insight - Each year, studies reflect that workers are taking fewer vacations and less off-time. This is due to rising costs of living, competitive workplaces, and scheduling constraints. As a result, many workers are gravitating toward microcations. These workers prefer microcations for the reduced cost, lowered environmental impact, the ease of slotting them into busy schedules, and the versatility of being able to take shorter vacations, but more frequently.

Trend - Adult Gen Z are frequent travelers, having grown up with social media that normalized travel and escapism. Their travel preferences are shaped by cost and personalized experiences--and brands are responding by aligning themselves with Gen Z's interests and/or helping them finance trips.

Insight - Social media has played a significant role in shaping Gen Z consumers, which is why they prioritize travel despite being early in their careers and in an uncertain economy. As more Gen Z enter the workforce, brands in the travel industry must adapt to cater to younger travelers. This includes experiences that align with their specific interests, low costs, and planning apps that cater to Gen Z's tech-focused and more impulsive approach to travel.

Trend - At face value, technologies like the Metaverse or NFTs seem antithetical to the travel industry in that they challenge the value of physical over digital. However recent developments in the tourism industry show Web3 technologies adding delight and convenience to various parts of the journey, from booking to an in-person experience.

Insight - Web3 is defined as the next iteration of the Internet; it focuses on decentralization via the Metaverse, NFTs, and token-based economics. This shift in technology is slowly impacting various consumer-facing industries, though for now, in small, experimental ways. The tourism industry is one ripe for disruption considering how much necessary change it's sustained due to the pandemic. Specifically, this industry is more open to technological and non-physical shifts than ever before as it adapted to these needs during recent COVID-related lockdowns.

Trend - Smart-planning apps for travelers are becoming more popular, particularly as pandemic-prompted travel restrictions have lifted. Now, consumers are able to create customized itineraries with the help of AI-based apps that give users a better idea of local offerings and geographies.

Insight - The use of smart technology to streamline aspects of consumers' lives has resulted in people being able to organize their time more effectively, and in a way that's personalized to their exact interests. The convenience that predictive technology offers consumers is a major draw, resulting in everything from daily rituals to infrequent events like travel being made easier with the help of AI.

Trend - As we enter a post-pandemic world and travel restrictions lift, app-based travel and activity guides are becoming the norm. These digital guide activations help travelers explore the world while limiting their contact with tour groups to remain mindful of the ongoing global health concerns.

Insight - Consumers are eager to travel now that the global vaccination rate against COVID-19 has increased, and restrictions lifted. However, travelers are maintaining some pandemic-induced habits, such as finding convenient and online alternatives to certain activities. The travel and hospitality industry is leveraging app technology to accommodate new consumer habits and continue offering guided services.

Trend - As travel opens up in a post-pandemic world, brands are once again curating experiential, pop-up experiences in airports for travelers to enjoy. These activations make use of travelers' waiting times in airports and prioritize experience over fast shopping.

Insight - When consumers are traveling by air, they typically spend a lot of time idle and waiting. This presents an opportunity for brands, as filling the time and preventing boredom become a priority for consumers who are waiting for their flights. Here, experience-based shopping is just as valuable as convenience-based shopping.

Trend - As the travel industry ramps up again, airlines are increasingly prioritizing unique in-flight experiences. Often collaborating with different businesses, airlines are now offering everything from in-flight exercise to ecommerce platforms.

Insight - With pandemic-related restrictions lifting around the world, some consumers are ready to get back to their pre-pandemic lifestyles. This means more excitement around industries like travel--particularly when they prioritize elevated experiences that help consumers justify the high costs (and current added inconveniences) of travel.