Anchored in travel and hospitality – and contextualised against unfolding social, cultural, technological and environmental shifts – this Industry Trend unpacks and distils the evolving needs and priorities of tomorrow’s guest.
The Empowered Customer Journey charts how travel and hospitality has become increasingly customisable as tiered and dip-in/dip-out membership schemes, pick-and-mix services, peer-to-peer transactions and ‘bendable bookings’ offer unprecedented freedom for time-strapped, deal-savvy consumers. In addition, alternative search engines enable non-linear decision-making.
Meanwhile, as traditional notions of luxury fade and splinter, New Luxury Travel explores how personalisation has become the lifeblood of premium. Here, we reveal increasingly influential traveller tribes – such as ‘wandering women’ and ‘location independents’ – that are demanding tailored offers from hospitality brands. As consumers increasingly value ‘experience’ over ‘possession’, we also unpack the idea of ‘lean luxury’, where upscale and budget knit seamlessly together.
Charting how the hospitality industry is embracing the ‘kindness economy’, Hospitality with Heart spotlights socially conscious enterprises that provide ample and varied opportunities to give back. Meanwhile, ‘the modern commune’ wraps itself around evolved collaborative living, fluid families and new modes of working.
Wandering Wellness (also published as part of The Business of Wellbeing) explores how health and wellbeing is being baked into the fabric of travel and hospitality, reflecting widespread shifts around the democratisation of health. Building on these ideas, Focus on Family drills deeper into what wellness means for the modern family, and how travel brands are tailoring their offers to meet the needs of mini ‘experience collectors’.
Finally, Marketing to New Travel Tribes provides lessons in how to communicate with key consumer groups, taking a keen look at the impact social media can play in reaching today’s tech-savvy audiences.