Discover the key insights that will help reimagine the future of travel.
The desire to travel is stronger than ever. In the last several weeks, we’ve seen an increase in key global searches that affirms the peak interest in travel.
We’re eager for global travel to resume. So what will get us packing our bags?
Flexibility drives decision-making. To fully embrace travel in a post-pandemic world, people are relying on brands to provide flexible booking, changes, and cancellation options.
Besides the right messaging, travel marketers are also revising their health and safety measures to offer contactless experiences and booking flexibility.
Millennial and Gen Z generations, or Next-Gen, are the most eager to travel again. These adventurous types consider travel to be vital.
Next-Gen consists of 151 million millennials and Gen Zers with $350 billion in spending power in the U.S.
To put that into perspective, more than half of Americans are millennials or younger.
They get the most out of their trips by equally prioritizing cost and authenticity.
Next-Gen travelers also seek comfort across all their travel experiences. Solid amenities and reputation are crucial preferences that will surely influence the travel industry.
They love their travel journeys. Digital content is also a key player in Next-Gen travelers’ booking decisions, giving them the tools to be spontaneous during their journeys.
Next-Gen travelers treasure authentic and unique experiences. “New” and “unique” travel offerings don’t have to be extraordinary to be noted by Next-Gen travelers. Instead, they have to be authentic and reflective of the region.
Unlike other generations, Next-Gen travelers don’t base their booking decisions on loyalty. Rather, brands should focus on offering the best value and building long-lasting relationships.
Although millennial and Gen Z generations will be at the forefront of future travel, brands can use their preferences to attract a wide range of people. As travel resumes, people will be open to discovering new brands to get the most flexible, valuable, and meaningful experiences.
We identified several key words that resonate with specific audiences for brands to leverage in their messaging.
Enhance loyalty programs by bringing unique moments to travelers. With the travel industry rebounding back, brands have the opportunity to entice travelers by offering unbeatable opportunities, rather than drawing them in through traditional loyalty programs. Marketers should ensure their current customer relationships are sound while adapting to the new travel mindset.
Managing Director, Travel
Copy & Design: Grow (Agency); Product Lead: Casey Fictum; Production Lead: Jenny Maughan.