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1、The core trends shaping the UK travel landscape in the 2020sTravel in the age of.PART1Universal ActivismPART2The Human DividendPART3Bigger Bolder BrandsPART4Synthetic SocietyContentsExecutive SummaryExecutive SummaryIn the Dentsu Consumer Vision 2030,we identified four overarching themes that will s

2、hape the next ten years in terms of consumer behaviour and brand response.Now,we have applied these themes to more specifically examine how the UK travel sector will change in the next decade and what this means for travel brands.Each is underpinned by three key trendsdeveloped through a thorough,bo

3、ttom-up identification,assessment and prioritisation of the key consumer shifts impacting the travel sector.The research is based on our insight partner Foresight Factorys proprietary UK consumer surveys and trends database;in-depth interviews with a panel of brand and travel experts;a comprehensive

4、 innovation scan;and extensive secondary research and case study analysis.It aims to inspire and inform fruitful discussion regarding changing consumer behaviour and the consequent implications for travel brands through to 2030.As the world adapts to life in the new normal,its time to go back to the

5、 future.3Travel DNA:Executive SummaryPart 3Part 4Part 2Part 1Executive Summary4Staycations and domestic tourism continue to see high demand:In 2021,1 in 4 GB consumers planned to have a holiday in their country more often in the next 12 months than they did before the pandemic,and this peaks at over

6、 1 in 3 Millennials.International travel among GB consumers has not yet rebounded:18%of GB consumers in 2021 planned to holiday abroad more often in the next 12 months than they did pre-pandemic,but 31%plan to do so less often.This propensity towards less international travel holds true even among f

7、requent pre-pandemic vacationers.Those most afraid of COVID will not be going abroad:Unsurprisingly,among GB consumers who state that their top fear over the next five years is risk of infectious diseases(such as coronavirus),39%plan to take a holiday abroad less often in the next 12 months,8 percen

8、tage points higher than the national average.But Gen Z consumers are more open to international travel:Bucking the topline trend,1 in 3 Gen Z expect to travel abroad more often in the coming year than they did before the pandemic.Only 1 in 10 Boomers say the same.The impact of COVID-19 on the travel

9、 sectorIt is important to note that the key trends explored in this report have all been developed with an initial consideration of the short-and longer-term effects of the COVID-19 pandemic on the travel sector.Indeed,it is hard to think of a sector more impacted by the pandemic than the global tra

10、vel sector.As Richard Nicholls,Head of Research and Forecasting at Visit Britain states“The pandemic was the first time,in living memory,that we saw anything on this scale disrupting international travel.”In particular,Foresight Factory research highlights the continuing influence of the pandemic on

11、 holiday and travel choices.For example:However,despite such short-term impacts,a return to more normalised travel patterns is expected in a relatively short period of time;albeit with new and accelerated forms of consumer demand emerging because of the lasting impact of the pandemic.In this report,

12、we seek to acknowledge the influence of COVID-19 on travel expectations and behaviour,but look further out to 2030 to see how such consumer mindset changes will evolve over the short,medium and longer term.Part 3Part 4Part 2Part 1Executive SummaryTravel DNA:Executive Summary5So here they are.The 203

13、0 travel trends your brand must master today:Trend 1:Greener TravelTrend 2:Regenerative TravelTrend 3:Equitable TravelTrend 1:Virtual TravelTrend 2:Extended TravelTrend 3:Synthetic DestinationsTrend 1:Back to NatureTrend 2:Digital NomadsTrend 3:Local AllureTravel in the age of Universal ActivismTrav

14、el in the age of Bigger Bolder BrandsTravel in the age of The Human DividendTravel in the age of Synthetic SocietyTravel DNA:Executive SummaryPart 3Part 4Part 2Part 1Executive SummaryTrend 1:Personalisation PerfectedTrend 2:Wellness TourismTrend 3:Members-only Travel6In the Dentsu 2030 Consumer Visi

15、on,Universal Activism describes a future where brands will need to reconceive of their customers as activists,driven by a new range of influences and causes,from climate change to diversity and beyond.Here,we take a look at how a decade defined by Universal Activism will more specifically shape the

16、future of travel.Travel in the age ofPart 1 OverviewUniversalActivismTravel DNA:Executive SummaryPart 3Part 4Part 2Part 1Executive Summary7Part 3Part 4Part 2Part 1Executive SummaryTravel DNA:Executive SummaryTrend 1:Greener TravelTrend 2:Regenerative TravelTrend 3:Equitable TravelIn the 2020s,driven

17、 by growing environmental concerns,consumers will increasingly scrutinise the travel industrys outsized carbon footprint.By 2030,consumers will approach travel as they do meat-eating,limiting personal consumption and demanding more responsible travel policies and modes of mobility.As the consequence

18、s of climate change and overtourism become more apparent in the 2020s,there will be growing pressure placed on travel and hospitality brands to take active measures to reverse climate impacts by leveraging regenerative approaches to travel and tourism.By 2030,consumers will factor in opportunities f

19、or planet-positive contributions into their travel choices.In the 2020s,a core focus for travel and hospitality brands will be removing barriers in order to make travel truly inclusive.By 2030,accessibility and inclusion will themselves be metrics by which consumers rank travel brands,destinations a

20、nd operators.Universal Activism8Part 3Part 4Part 2Part 1Travel DNA:Executive SummaryTravel DNA:Executive SummaryThe Human DividendIn the Dentsu 2030 Consumer Vision,The Human Dividend describes a future in which attention will shift towards those traits and capabilities that make us human,leading to

21、 a renewed celebration of what makes us uniqueas well as understanding our limitations.Here,we take a look at how a decade defined by The Human Dividend will more specifically shape the future of travel.Travel in the age ofPart 2 OverviewExecutive Summary9Part 3Part 4Part 2Part 1Executive SummaryTra

22、vel DNA:Executive SummaryIn the 2020s,consumers will increasingly look for opportunities to get closer to nature while travelling in order to escape from urban life and support holistic wellbeing.By 2030,expect the barriers to outdoor experiences and pursuits to be lower,with heightened appeal and d

23、emocratised access of outdoor spaces for all consumers.Thanks to flexible working arrangements and digital advancements,a new business traveller is arising that embraces a work-from-anywhere lifestyle.By 2030,more travel and mobility brands will attract and cater to the wants and aspirations of thes

24、e digital nomads,including in particular a need for community and connection,and improved work-life-balance.In the 2020s,consumers will increasingly seek opportunities to connect with and give back to the local community in-destination.By 2030,they will assess travel brand choice through the metrics

25、 of destination stewardship,an aspect of regenerative tourism that enables a more holistic approach to tourism management and development.The HumanDividendTrend 1:Back to NatureTrend 2:Digital NomadsTrend 3:Local Allure10Travel in the age ofPart 3 OverviewBigger Bolder BrandsIn the Dentsu 2030 Consu

26、mer Vision,Bigger,Bolder Brands describes a shift in focus in the brand and consumer relationships in the 2020s.In the 2010s,consumers have become more empowered,with increasing choice and ability to engage with brands on their own terms.In the 2020s,the focus will shift to how brands can help meet

27、consumers needs more effectively across all aspects of daily life.Here,we take a look at how a decade defined by Bigger,Bolder Brands will more specifically shape the future of travel.Part 3Part 4Part 2Part 1Travel DNA:Executive SummaryTravel DNA:Executive SummaryExecutive Summary11Part 3Part 4Part

28、2Part 1Executive SummaryTravel DNA:Executive SummaryIn the 2020s,the demand for hyper-personalised services will be central to consumer expectations of travel,as they increasingly seek brand-led optimisation of services and products that can cater to their specific needs across travel booking,journe

29、ys/transport,accommodation and end destination activities.As health and wellbeing infiltrates all areas of life,wellness travel in the 2020s will be about more than finding spiritual enlightenment on a yoga retreat or achieving serenity at a spa.In the coming years,consumers will look to give their

30、mental wellbeing a boost through travel opportunities to rekindle positive relationships,reconnect with nature,and optimise specific wellness needs such as brain function or sleep quality.In the 2020s,subscription and membership-based travel will become increasingly prominent,especially in the luxur

31、y travel sector.However,such models will also expand to target a growing set of consumer segments and identities,with travel brands becoming more holistic partners in servicing all travel needs for customers;tailored to their specific preferences and demands.Bigger Bolder BrandsTrend 1:Personalisati

32、on Perfected Trend 2:Wellness TourismTrend 3:Members-only Travel12Part 3Part 4Part 2Part 1Travel DNA:Executive SummaryTravel DNA:Executive SummaryTravel in the age ofPart 4 OverviewSynthetic SocietyExecutive SummaryIn the Dentsu 2030 Consumer Vision,Synthetic Society describes a future where well se

33、e widespread embrace of synthetic enhancements and virtual experiences that enhance our lives and the way we pursue pleasure.In Part Four of this report,we take a look at how a decade defined by Synthetic Society will more specifically shape the future of travel.13Part 3Part 4Part 2Part 1Executive S

34、ummaryTravel DNA:Executive SummaryIn the 2020s,advances in virtual technology,combined with the growing availability and sophistication of haptic and co-presence virtual experiences,will enable consumers to explore,test and visit travel locations across all corners of the world.While virtual travel

35、will never fully replace real-world travel,it will influence the forms of travel consumers decide to engage with vs.the experiences they can increasingly obtain via virtual options at lower time,financial and carbon emission cost.The growing use of augmented and mixed reality technology by global co

36、nsumers will transform forms of mobility/transport services and elevate travel experiences.While virtual reality creates fully virtual worlds and experiences,augmented reality provides content and visualisations that are overlaid onto the real-world via a consumers phone,headset or glasses.Such tech

37、nology will be able to enhance consumer perception and interaction with the real-word,with significant implications for mobility and travel services.The development of artificial environments to drive travel and tourism will emerge in the 2020s,i.e.entirely new locations and landscapes that are spec

38、ifically designed to overcome many of the challenges facing the future travel sector.SyntheticSocietyTrend 1:Virtual TravelTrend 2:Extended TravelTrend 3:Synthetic DestinationsTravel in the age ofPart 1Travel DNA14Universal ActivismTravel in the age of Universal ActivismIn the Dentsu 2030 Consumer V

39、ision,Universal Activism describes a future where brands will need to reconceive of their customers as activists,driven by a new range of influences and causes,from climate change to diversity and beyond.Here,we take a look at how a decade defined by Universal Activism will more specifically shape t

40、he future of travel.Driven by increasing consideration and quantification of their impact on the environment,travellers in the 2020s will take on the role of concerned citizens,demanding more responsible travel policies and greener modes of mobility.From carbon-offsetting solutions to developments o

41、f more ethical automotive interiors,the industry will be pushed to respond with active measures to prioritise a healthy world over profit margins.Moreover,as the consequences of climate change become more apparent,alongside the negative environmental impacts of overtourism,there will be growing pres

42、sure placed on travel and hospitality brands to not just limit their impact on the planet and its inhabitants,but to take active measures to reverse climate impacts like biodiversity loss by leveraging regenerative approaches to travel and tourism.And as consumers increasingly consider a wider range

43、 of eco-ethical aspects in their purchase decisions,accessibility,inclusivity,and equality all become more important choice-factors.By 2030,sustainability and inclusion will be key metrics by which consumers rank travel brands,destinations and operators.15Travel DNA:Travel in the age of Universal Ac

44、tivism16TREND1Greener TravelTREND2Regenerative TravelTREND3Equitable TravelTravel in the age ofUniversalActivismTravel DNA:Travel in the age of Universal Activism17Trend 3Trend 2Trend 1Trend 1:Greener Travel17Consumers are increasingly considering and quantifying their impact on the environment,and

45、being eco-friendly is becoming a significant aspiration and status symbol.Over half of GB consumers say they are concerned about what they can personally do to help protect the environment,a number that has gradually increased over the last decade.Now,travels outsized carbon footprint is under the m

46、icroscope.By 2030,more consumers will approach travel as they do meat-eating,limiting personal consumption and overall demanding more responsible travel policies and modes of mobility.Flying shame was already an emerging sentiment pre-pandemic,with unnecessary or egregious causes of emissions being

47、called out for their wasteful impact.Post-pandemic,travelling less often has become the norm,and what was once considered an acceptable level of emissions continues to be scrutinised more closely.The environmental impact of business travel will be particularly condemned,as remote working and co-pres

48、ence technology proved to be a successful,efficient and more sustainable alternative during the pandemic.By 2020,15%of UK consumers claimed to have chosen an alternative means of transport to avoid flying for environmental reasons,predicted to rise to 27%by 20251.This makes less carbon-heavy transpo

49、rt modes like train travel all the more appealing.In June 2021,French startup Midnight Trains announced plans to launch a network of overnight sleeper trains from Paris starting in 2024positioned as an intimate,private alternative to short-haul flights and state-run SNCF sleepers.The hotels on rails

50、 will travel from the French capital to 12 other European destinations in countries including Spain,Portugal,Italy,Belgium,Germany,Denmark and Scotland.Long considered a romantic mode of travel,sleeper trains have seen a resurgence due to rising flight shame and a desire for slower,more purposeful t

51、ravel.Sustainability was coming up in consumers minds before COVID-19 and we think its going to really take off post-pandemic.Our COVID-19 sentiment research shows that 64%of the global travellers state they will think more about sustainability and the environmental impact when planning feature holi

52、days.Richard Nicholls,Head of Research and Forecasting at Visit Britain“1Foresight Factory,May 2020Travel DNA:Travel in the age of Universal Activism1818In markets without established high-speed rail networks,other forms of carbon offsetting may prove popular with consumers instead,such as carbon fa

53、sting for set periods in order to justify a carbon-intensive activity like flying.In the absence of legislation,particularly eco-minded consumers will start self-rationing their travel,only using energy-intensive and carbon-heavy transport in limited circumstances.By 2030,more consumers will take a

54、flexitarian approach to travel,engaging with travel-free months or years much like they participate in meat-free Mondays.This will be compounded by potential government mandates of fly-free days and other measures to control climate change.In April 2021,French lawmakers moved to ban short-haul domes

55、tic flights where the same journey can be made by train in less than two and a half hours.Initially,the proposed time limit was four hours,but it was reduced following pressure from different regions and airline Air FranceKLM.The shift to greener travel also necessitates a greater commitment to tran

56、sparency from travel brands,to support consumers in making greener decisions.Currently,almost one in two(47%)of UK consumers are interested in using an app to help them track their personal impact on the environment such as their carbon footprint,rising to almost three-quarters among Generation Z an

57、d Millennials(see chart below).In response,an increasing number of brands are adding carbon footprint tracking to their services,providing shortcuts for consumers wanting to make more sustainable travel choices.In summer 2021,Google took several steps in this direction:it added eco-friendly routes t

58、o its Maps,began showing sustainability commitments in its hotel search function,and added emissions calculations to the Google Flights search feature.“How interested would you be in any of the following services?”An app that helped me to track my personal impact on the environment(i.e.my carbon foo

59、tprint)Source:Foresight Factory|Base:4637 online respondents aged 16+,GB,2021 March%selecting very or quite interested0%20%40%60%80%100%TotalMaleFemale16-2425-3435-4445-5455-6465-7475+Generation ZMillennialsGeneration XBaby BoomersABC1C2DETravel DNA:Travel in the age of Universal ActivismTrend 3Tren

60、d 2Trend 119In the short term,more airlines,trains and cruises will rely on convenient initiatives such as carbon offsetting to boost their eco-credentials.In the longer term,expect high-tech green transport innovations to be commercialised for example,passenger planes powered by biofuels,hydrogen c

61、ells,or electricity;or ships that run on solar power.According to industry body Cruise Lines International Association,cruise operators have invested US$23.5 billion in ships with new sustainable technology.The MS Roald Amundsen,for instance,is the worlds first hybrid electric-powered expedition cru

62、ise ship.The Coradia iLint,the worlds first hydrogen fuel cell passenger train,entered commercial service in Germany in 2018.It produces no CO2 emissions and is an alternative to diesel or electric power.And in the UK,the governments Jet Zero strategy is targeting net-zero aviation emissions by 2050

63、.The challenge is to make sure that we genuinely and credibly reduce our emissions profile.For airports its more straight forward,but for airlines and aircraft its longer term linked to emerging technology.We need to make sure thats understood,so pax and corporates can see what the industry is doing

64、 and that were active.But this is not an overnight solution.Ensuring government support for industry decarbonisation will be key.Neil Dillon,Marketing Director at London City Airport“Travel DNA:Travel in the age of Universal ActivismTrend 3Trend 2Trend 120By 2030,sustainability will become as import

65、ant a factor as price and travel duration when it comes to booking journeys.Already one in three UK consumers claim to take ethics into consideration when choosing an airline ticket,almost double the amount of consumers that made this claim a decade ago(see chart opposite).Electrified vehicles,inclu

66、ding battery electric,hybrid and plug-in hybrid,will continue to account for a growing share of new car sales,particularly at the expense of diesels.Countries around the world will continue or begin the legislative transition away from fossil fuel vehicles and brands will redirect more NPD budget in

67、to developing cleaner technologies.The first mass market hydrogen vehicles will also be made available.As well as being charged at the users home,electric vehicles will also be increasingly able to return energy to the home,either for storage or to run appliances.Carbon positive mobility vehicles eq

68、uipped with devices and filters to actually remove carbon and other pollution from the air will increasingly be the focus.There will be a need to ensure adequate electricity for mass charging from sustainable sources.On top of this,there will be a greater focus on the use of more sustainable materia

69、ls in automotive and other transport mode construction,including vegan-friendly alternatives to leather.Volvo has already pledged that its entire range will be leather-free or vegan friendly by 2030.Moving from the journey to the destination,tourist areas that are particularly at risk from climate c

70、hange may also limit their intake of tourists,and countries may educate arrivals on how to protect natural habitats discussed in more detail in Regenerative Travel.VisitScotlands Tread Lightly campaign,for instance,asks visitors to#RespectProtectEnjoy Scotland.On VisitS,consumers can find sustainabl

71、e experiences and businesses in Scotland,with guidance around how to respect the landscape when spending time outdoors and how to travel around in a green manner,among other topics.In this way,moving to net-zero impact will become a key focus for the travel sector in the 2020s.Announced in November

72、2021 at Cop26 in Glasgow,the Sustainable Tourism Global Center(STGC)is a multi-country coalition established to accelerate the tourism industrys transition to net-zero emissions.In its first phase,it will be based in Saudi Arabia,and participating countries will include the UK,US,France,Japan,Spain,

73、Germany,Kenya and Jamaica.Travel hubs,such as airports,are also taking steps to decarbonise.In 2015,Cochin International Airport in Kerala,India,became the worlds first to run completely on solar power.Its solar plant provides more energy than the site needs,redirecting some to the states grid.Since

74、 then,others have followed suit:one example is Chattanooga Metropolitan Airport in Tennessee,which in 2019 became the first domestic airport in the US to receive all its energy from solar.By 2030,travellers will take on the role of concerned citizens,demanding more responsible travel policies and gr

75、eener modes of mobility.From solutions rooted in carbon-neutral travel to developments of new vegan airplane materials,the industry will be pushed to respond with active measures to prioritise a healthy world over profit margins.“When buying each of the following,to what extent do you take ethical o

76、r social considerations into account when choosing which brand/supplier to use?”An airline ticket%selecting always or sometimes consider ethical0%20%40%60%80%100%TotalMaleFemale16-2425-3435-4445-5455-6465-7475+*Generation ZMillennialsGeneration XBaby BoomersABC1C2DE201020162020Travel DNA:Travel in t

77、he age of Universal ActivismTrend 3Trend 2Trend 121Expected Trend Trajectory in the 2020sRail replaces flying in some contexts e.g.short haul trips,esp.in markets with established high-speed rail networks.Brands redirect more NPD budget into developing cleaner technologies.Biofuels,hydrogen cells an

78、d solar powered transport innovations is commercialised.More consumers engage in carbon fasting and travel-free periods in order to justify flights.Next(2023-2025)Future(2026-2030)Consumers increasingly seek to effortlessly reduce their impact on the planet.Airlines,trains and cruises rely on conven

79、ient initiatives such as carbon offsetting to boost their eco-credentials.Now(2022)Trend intensityGreenerTravelTravel DNA:Travel in the age of Universal ActivismTrend 3Trend 2Trend 12222Implication For Travel Brands NOWNEXT Help build general awareness of emissions and eco-impact by supporting fledg

80、ling eco-score systems in the travel industry and aim for standardised approaches that consumers can easily understand and routinely use to compare multiple offerings at POS.Eco-transparency provides a new route to differentiating brands from the competition and signalling value to consumers and soo

81、n,brands could routinely differentiate from the competition based on standardised carbon and eco-scores.Imagine a future where your competitors product has an eco-score of A while your product can only manage a C-rating how will you respond?Educate consumers about eco-transparency using knowledge-bo

82、osting comms.Recognise that this is still a relatively nascent area within travel and invest in educating and engaging shoppers with new systems and vocabulary to build familiarity and trust.Reward consumers who track and improve their eco-impact.Consumers today expect to be rewarded for more than s

83、imply spending money with a brand.Consider offering customers eco-rewards based on their efforts to reduce their environmental footprints and choose more sustainable journeys.And in a more carbon-conscious world,offer to offset carbon-intensive activities like flying as a reward for continued engage

84、ment with brands.1-2 YEARS2-5 YEARSTravel DNA:Travel in the age of Universal ActivismTrend 3Trend 2Trend 12323Trend 2:Regenerative TravelSource:Foresight Factory|Base:4801 online respondents aged 16+,GB,2021 March“Which of the following do you personally feel at risk from over the next 5 years?”Clim

85、ate change%selecting considered a personal risk(NET)The rise of meaningful travel is prompting visitors and destinations alike to rethink traditional travel formatsushering in the next era of sustainable tourism defined by a shift from greener to regenerative travel.As the consequences of climate ch

86、ange become more apparent in the 2020s,along with the negative environmental impacts of overtourism,there will be growing pressure placed on travel and hospitality brands to not just limit their impact on the planet and its inhabitants,but to take active measures to reverse climate impacts like biod

87、iversity loss by leveraging regenerative approaches to travel and tourism.By 2030,we expect eco-conscious consumers to begin to factor in opportunities for planet-positive contributions into their brand and destination choice.Travellers will aspire to act as a net-positive force on the planet and it

88、s inhabitants.Growing awareness over the potential global,as well as personal,implications of climate change has seen the number of UK consumers who feel personally at risk from climate change more than double from 2016 to 2021(see chart below).This growing personal risk factor boosts awareness and

89、appeal of planet-positive behaviours,including travel.Beyond reducing their impact,travellers in the 2020s will increasingly look to give back to nature rather than take from it.0%20%40%60%80%100%TotalMaleFemale16-2425-3435-4445-5455-6465-7475+Generation ZMillennialsGeneration XBaby BoomersABC1C2DEN

90、on vacationVacation201620202021Travel DNA:Travel in the age of Universal ActivismTrend 3Trend 2Trend 12424“For a lot of destinations there was a shift in seeking to move visitor numbers from the most obvious destination in the country,which for some areas were getting very crowded.So,I expect to see

91、 an ongoing move from just bringing in more and more visitors to managing tourism,with an emphasis on spreading the benefits of tourism around the country.Richard Nicholls,Head of Research and Forecasting at Visit BritainIn the short-term,more efforts will be made by both travel brands and governmen

92、ts across the globe to mitigate overtourism.Overtourism has long been an issue in some destinations,putting pressure on local economies,natural environments and resources,and ways of life.Last year,the UNESCO World Heritage Committee considered putting Venice,Italy,on its list of heritage sites enda

93、ngered due to overtourism.Venice responded by banning cruise ships from the city centre,and opened the Venice Control Rooma data centre monitoring every visitor to the city to inform how to better spread people throughout the city and create a more sustainable tourism plan for the future.Starting in

94、 summer 2022,visitors will also need to pay a 5 fee to enter the city.Similarly,the city of Barcelona,Spain,has put a ban on short-term,private room rentals(e.g.Airbnb)to rein in overtourism and address the citys housing problem.Restrictions on tourism have also been introduced in Dubrovnik,Croatia.

95、In the same vein,travellers in the 2020s will be encouraged to take the road less travelled in the name of environmental protection.Already,travel brands and publishers are actively promoting tourism to second cities and less visited locales to protect the Earths natural habitats.The New York Times

96、annual 52 Places list,which spotlights recommended travel destinations,took a new direction in 2022.Usually,the list is based around exciting restaurant scenes or new museum openings,which means that big cities and already-popular spots tend to feature.But this year it is purposefully shining a ligh

97、t on under-visited locales“where travellers can be part of the solution”,including Northumberland in England,Portugals Alentejo wine region,Evia in Greece,and Humboldt,Kansas.Iceland is also redesigning its tourism experience to protect its landencouraging visitors to go to places off the beaten tra

98、ck to prevent ecological damage from overtourism.To redirect visitors out of heavily trafficked areas the country has invested in new infrastructure,including two new roadways opened in late 2020 to encourage circulation to more remote spaces.Taking the path less trodden also appeals to novelty-seek

99、ing consumers who see the value in exploring the less exploreddiscovering new places will be particularly attractive after being couped up for 2+years of various COVID lockdowns.Indeed,53%of UK consumers go on holiday to have unique experiencesrising to 64%among Generation Z2.As climate change inten

100、sifies,more consumers will also factor in the climate and weather in-destination into their travel decisions.Armed with knowledge of recent climate events and unpleasant conditions,expect travellers to avoid destinations most adversely impacted by climate change or to shift the timing of visits.Foun

101、ded in 2018,Low Season Traveller helps consumers find and book trips to locations in the off-season.In-destination leisure activities will also be increasingly adapted to the realities of climate change,for instance via more night-time leisure to avoid extreme heat.2Foresight Factory,May 2020Travel

102、DNA:Travel in the age of Universal ActivismTrend 3Trend 2Trend 12525But consumers are increasingly keen to take an active role in protecting the planet.In the 2020s,more travellers will look for opportunities to contribute to environmental protection,preservation,and regenerationeven determining the

103、ir choice of travel provider and destination.Already,fears that the worlds beauty spots will soon disappear are driving global conservation efforts,including rewilding.Thanks to a growing number of projects with a tourism aspect,rewilding is something that travellers can increasingly get involved in

104、 themselves.Make It Wild is one of a number of rewilding projects in the UK which welcomes visitors.Guests can partake in activities like mindfulness nature walks,but also have the opportunity to volunteer for on-site projects such as tree planting,gorse clearing and checking bird boxes.Another comp

105、any at the intersection of rewilding and tourism is Knepp Wildland,a 3,500-acre estate in West Sussex.Since 2001,the previously intensively farmed land has been devoted to a pioneering rewilding project experiencing extraordinary increases in wildlife,including an influx of rare species like turtle

106、doves,nightingales,peregrine falcons and purple emperor butterflies.Safaris are on offer around the estates now-thriving ecosystems,and a range of stylish treehouses and shepherd huts provide guest accommodation.Rewilding is gaining popularity as consumers look to harness the personal and environmen

107、tal benefits of improved biodiversity and air quality,both close to home and further afield while vacationing.Moreover,there is growing appeal of educational citizen science trips where guests can get involved in environmental research projectsdoing good while simultaneously expanding ones knowledge

108、 and skillset.For example,in July 2021 cruise provider Hurtigruten Expeditions announced it was strengthening its partnership with the California Ocean Alliance-a non-profit research,conservation,and education organisation-to better understand and protect whales and other marine mammals in Antarctic

109、a.Hurtigruten Expeditions science programme includes a range of citizen science research projects that guests are encouraged to participate in during their cruise.On trips to Antarctica,guests can get involved with surveying the penguin population,studying leopard seals or research seabird distribut

110、ion among many other programmes.Scientists from the California Ocean Alliance are on board the companys MS Roald Amundsen,the worlds first hybrid electric-powered expedition cruise ship,conducting research on how different whales behave near humanswhich in turn will allow companies such as Hurtigrut

111、en to adapt to ensure they minimise interference with whales in future.This points to a future where travellers take on the role of“citizen conservationists”,demanding overall regenerative,planet-positive travel.“As part of a focus on the environment,I expect we will see more people want to take par

112、t in local activities more as there is a growing emphasis on how supporting and investing in the local communities we visit can drive more sustainable behaviour and practices at end destinations.So,sustainability becomes not just about how you travel,but what you do to support local areas that you t

113、ravel to.Alan French,CEO at Thomas CookTravel DNA:Travel in the age of Universal ActivismTrend 3Trend 2Trend 1“The impact of global warming will have a significant influence on where people travel,with parts of the world that were traditionally places to go to for summer holidays,becoming so hot you

114、 can no longer visit.Alan French,CEO at Thomas Cook 26Expected Trend Trajectory in the 2020sRegenerative TravelNow(2022)Trend intensityNext(2023-2025)Future(2026-2030)COVID-19 caused a reappraisal of our impact on the natural world.Rewilding the environment has become a community focus,as clean air

115、and biodiversity climb up the sustainability agenda.Consumers favour travel that promises a net-positive impact on the planet.Regenerative travel and leisure grows in appeal,and more brands and governments step in to mitigate overtourism.More markets,e.g.those particularly at risk from climate chang

116、e and biodiversity loss,limit their intake of tourists.Travellers take active part in regeneration activities to put less of a strain on destinations.Travel DNA:Travel in the age of Universal ActivismTrend 3Trend 2Trend 12727Implication For Travel Brands NOWNEXT Prepare for growing demand for climat

117、e-quiet destinations.Consider offering flexible itineraries that can be easily adapted depending on real-time conditions,and expand the portfolio of climate-quiet destinations that,at least for the foreseeable future,offer more predictable and comfortable conditions for travellers.Clearly communicat

118、e the problems of overtourism,and how to solve it.Conscious consumers want to be part of the solution,but the complexities of overtourism can be hard to grasp.Take an educational approach,pointing the intersectional ways that overtourism negatively impacts people and planet,then show how consumers c

119、an change their behaviour in order to tangibly help.Partner with local non-profits and NGOs to offer travellers planet-positive leisure.Expand destination appeal by forming partnerships with in-destination organisations working with environmental regeneration,including rewilding.Reward consumers for

120、 regeneration action.Unlock exclusive benefits,such as personalised tours or deals,for customers who consistently book regenerative travel,for example choosing less popular destinations or taking part in conservation efforts in-destination.Position offbeat destinations as hidden gems.Everyone enjoys

121、 the social capital that comes from discovering the undiscovered.Rather than positioning second cities as second best,show how they outshine more popular spots to give consumers the satisfaction of being in the know.1-2 YEARS2-5 YEARSTravel DNA:Travel in the age of Universal ActivismTrend 3Trend 2Tr

122、end 12828Consumers are increasingly considering a wider range of eco-ethical aspects in their purchase decisionsnot just sustainability.Diversity,inclusivity,equality are all becoming more important choice-factors as consumers look to align with likeminded,activist brands working to create a more eq

123、uitable world.In the 2020s,a core focus for travel and hospitality brands will be removing barriers in order to make travel truly inclusive.By 2030,accessibility and inclusion will themselves be metrics by which consumers rank travel brands,destinations and operators.In the short term,with the pande

124、mic in recent memory,the travel industry will focus on building back better and ensuring that the return to travel is equitable.Special attention will be paid to increasing access for consumers with disabilities,who have long faced barriers when it comes to tourismbut who represent a real opportunit

125、y for the industry.According to a 2020 study by the Open Doors Organization,more than 27 million people with disabilities travelled for business or pleasure in the previous two years,taking 81 million trips,and spending$58.7 billion on their own travel alone(up from$34.6 billion in 2015)3.A separate

126、 paper estimates that the accessible tourism industry in Europe could generate revenues of 88.6 billion by 20254.Some brands are already jumping on this opportunity.In March 2021,Airbnb launched a suite of 12 online experiences for neurodiverse travellers as a means of improving accessibility standa

127、rds.The experiences include interactive music lessons,skateboarding classes,inclusive dance classes to improve coordination and fitness,and a painting class that virtually transports guests to California.The initiative was launched in partnership with UK charity SeeAbility,which provides support and

128、 campaigns for people with learning disabilities,autism and sight loss.Airbnb has also added an Accessibility page to its website,where users can review the steps they are taking to make travel more accessible including enhanced search filters,research and advocacy,and dedicated teams who focus on b

129、uilding products that everyone can use.Travel content is also aiming at inspiring more empathy for underserved groups.In June 2021,Matthew Shifrin premiered Blind Guy Travels,a podcast exploring life without sight to shed a light on the day-to-day experiences that people with vision often take for g

130、ranted.One trend that were thinking about a lot is accessible and inclusive travel,so travel for everyone.The travel market for those with disabilities or health impairments is really big;simple demographics suggest its going to grow further.We have a team at Visit England who are aiming to help the

131、 UK travel sector be more accommodating to those with accessibility needs.Richard Nicholls,Head of Research and Forecasting at Visit Britain“Trend 3:Equitable Travel3Open Doors Organization,20204Journal of Tourism Futures,2015Travel DNA:Travel in the age of Universal ActivismTrend 3Trend 2Trend 1292

132、9Demand for more equitable travel extends to in-destination mobility and leisure options too.In September 2020,Taiwanese nightclub Chess Taipei began hosting special events for autistic consumers in collaboration with Taiwans Sport and Recreational Activity Association for People with Autism.And in

133、January 2021,e-scooter rental brand TIER partnered with Lazarillo,a navigation app for the visually impaired,to improve safety for blind and visually impaired pedestrians in the UK.More initiatives will also be launched to promote safe and inclusive travel for women,LGBTQ+individuals and people of c

134、olour.In April 2021,travel metasearch engine Orbitz launched a travel hub aimed at LGBTQ+consumers on its website,alongside a national campaign called“Travel As You Are”inviting consumers to travel on their own terms,“not the ones society created for them”.The new travel hub features guidance on how

135、 to plan a great LGBTQ+vacation,as well as listings for hotels that have signed the companys pledge of inclusion.Similarly,in May 2021,The National Black Justice Coalition and Out in Tech launched The Lavender Book,a crowdsourced and community-driven platform that catalogues safe spaces for Black LG

136、BTQ+.In this way,accessibility and inclusion will increasingly feed into consumers choice of travel brands,destinations and operators.Employees at hotels and on tours will be expected to have training to accommodate both visible and invisible disabilities.Rather than having to take specialised trips

137、,consumers from marginalised communities will expect to be able to travel in an authentic,exploratory way,just like everyone else.As diversification continues to grow as a priority for brands in the 2020s,travel marketing materials which tend to depict mostly white,western,able-bodied consumers will

138、 also undergo an overhaul.Indeed,over a third of UK consumers think that advertising inadequately represents diversity rising to 46%among 16-24s(see chart below).In September 2020,W Singapore shared an image on its social media accounts depicting local fashion model Andee Chua and his Taiwanese boyf

139、riend Hugo Liu enjoying a staycation at the hotel.The inclusive move received a lot of praise,notable due to Singapores conservative stance on LGBTQ rights.However,there is a broader consumer need for the travel industry to move from passive inclusivity to active empowerment by 2030.Consumers want t

140、o see the dismantling of traditional,exploitative power structures,and the eradication of tokenism and cultural appropriation with appeal of travel brands and initiatives that take an active role in diversifying and decolonising the human experience.Beyond external promotions,brands and operators wi

141、ll push for more diversity and inclusion within leadership teams,or face the ire of consumers accusing them of purpose-washing.Founded in March 2020,the Black Travel Alliance aims to support true diversity across the travel industry,with initiatives including diversifying hotel employment and demand

142、ing better representation in destination marketing content.In September 2021,the alliance launched a new website called History of Black Travel,with the aim of educating visitors on how the African diaspora has travelled the world and made a mark on the travel industry throughout the centuries.Equit

143、able TravelTravel DNA:Travel in the age of Universal ActivismTrend 3Trend 2Trend 130As a part of the wider conversation around equality and ethics,consumers are also rethinking the meaning of work and how workers are valued.They want to know how brands treat their workers,and those global brands rel

144、iant on overseas labour can no longer hide any questionable practices behind international borders.Putting the focus on workers rights in hospitality,Spanish chambermaids union Las Kellys has raised more than 90,000 in crowdfunding to launch a travel reservation platform that incorporates fair labou

145、r practices into hotel ratings.The project began in 2018,after the union launched a campaign asking TripAdvisor to include worker treatment in its rankings,but the booking platform failed to take it onboard.Having secured most of the funds needed,the group plan to launch their website this year(2022

146、).By 2030,travel brands will need to factor in moral questions and social issues like diversity,inclusivity,and overall equality in travel propositionsto meet growing consumer demand for equitable travel.Equitable Travel“How strongly do you agree or disagree with the following statements?”Advertisin

147、g does not do a good job at representing diversity in this country Source:Foresight Factory|Base:4462 online respondents aged 16+,GB,2021 March%selecting agree or agree strongly0%20%40%60%80%100%TotalMaleFemale16-2425-3435-4445-5455-6465-7475+Generation ZMillennialsGeneration XBaby BoomersABC1C2DE20

148、182021Travel DNA:Travel in the age of Universal ActivismTrend 3Trend 2Trend 131Expected Trend Trajectory in the 2020sEquitable TravelNow(2022)Trend intensityNext(2023-2025)Future(2026-2030)The travel industry focuses on building back better and ensuring that the return to travel is equitable.More in

149、itiatives are launched to promote safe and inclusive travel for all.Travel marketing materials undergo an overhaul as diversification continues to grow as a priority.Brands and operators push for more diversity and inclusion within leadership teams.Accessibility and inclusion become metrics by which

150、 consumers rank travel brands,destinations and operators.Hotel and tourism staff and trained to accommodate both visible and invisible disabilities.Travel DNA:Travel in the age of Universal ActivismTrend 3Trend 2Trend 13232Implication For Travel Brands NOWNEXT Improve representation both externally

151、and internally.Its no longer enough to promote diversity externally through advertising without looking inward first.In order to avoid being accused of purpose-washing,take a close look at your internal practices and leadership,and consider how you can diversify at every level and create an inclusiv

152、e culture.Only if diversity and inclusion is truly at the heart of your brand will you earn the trust of todays consumers.Empower members of marginalised communities to guide NPD.Rather than speaking for people with disabilities or LGBTQ+travellers,hand them the reins and defer to their expertise wh

153、en it comes to product development.A more accessible product is not just morally beneficial its better for business too.Position as the travel brand for everyone.Communicate how you are working to make travel a more inclusive and equitable industry.Be honest about past wrongs and make ambitious but

154、achievable diversity and inclusion targets that consumers can track and evaluate.Highlight the contributions of marginalised people to the destination.Beyond feeling welcome and included at hotels and destinations,consumers also want to see tourism boards recognising and paying tribute to local marg

155、inalised communities.This is being driven by the decolonisation movement,which calls for the dismantling of colonial power structures and ways of thinking.As a travel brand,think critically about whether you are exoticizing indigenous people,for example,or commercialising“authentic”experiences witho

156、ut considering cultural sensitivity.1-2 YEARS2-5 YEARSTravel DNA:Travel in the age of Universal ActivismTrend 3Trend 2Trend 1Travel in the age ofPart 2Travel DNA33The HumanDividendTravel in the age of The Human DividendIn the Dentsu 2030 Consumer Vision,The Human Dividend describes a future in which

157、 attention will shift towards those traits and capabilities that make us human,leading to a renewed celebration of what makes us uniqueas well as understanding our limitations.Here,we take a look at how a decade defined by The Human Dividend will more specifically shape the future of travel.In the 2

158、020s,to meet rising consumer demand for authentic experiences and meaningful connections,travel will be increasingly nature-based and community-centric.The appeal of the outdoors will continue to grow as a welcomed escape from chaotic urban lifecalling for brand support with getting closer to nature

159、 and democratising access to outdoor spaces.At the same time,thanks to flexible working arrangements and digital advancements,a new business traveller is arising that embraces a work-from-anywhere lifestyle.By 2030,more travel and mobility brands will attract and cater to these digital nomads,partic

160、ularly via propositions centered around community and improved work-life balance.Similarly,leisure travellers in the 2020s will also look for new ways to connect with and give back to the local community,whether at home or abroad.34Travel DNA:Travel in the age of The Human Dividend35TREND1Back to Na

161、tureTREND2Digital NomadsTREND3Local AllureTravel in the age ofThe Human DividendTravel DNA:Travel in the age of The Human Dividend36The appeal of the outdoors is rising,largely due to growing consumer awareness of the wellbeing benefits offered by time spent in nature.The outdoors also fosters a sen

162、se of connection with the planet and its inhabitants.It provides a welcomed escape from chaotic urban lifeand its many perceived health risks.In the 2020s,travel brands have the opportunity to help consumers get closer to nature.Expect the barriers to outdoor experiences and pursuits to become lower

163、,with heightened appeal and democratised access of outdoor spaces for all consumers.By 2030,more travel brands will make nature and natural experiences central to their offerings whatever the destination,season or weather.The physical and mental health benefits of communing with nature are becoming

164、more widely recognised among consumers.From taking a walk to wild swimming,nature is fast becoming a remedy for stress and anxiety.Spending more time outside is an aspiration for many city dwellers seeking to escape the daily grind,as well as the perceived health risks associated with urban life,inc

165、luding crime and noise,air and light pollution.This sentiment was boosted by the COVID-19 pandemic when restrictions forced people to spend the majority of their time indoors,heightening the appeal of areas with more access to space and natural environments.Indeed,one in two UK consumers felt a need

166、 to be closer to country and rural life in 2020,a significant increase from the year before.Getting closer to nature is increasingly being sought out as a feature of travel too.In 2020 almost two in five(38%)of UK consumers said they go on holiday to get closer to nature up from 31%in 2016(see chart

167、 below).Being able to better observe social distancing guidelines while outdoors has made nature-based leisure activities and travel even more popular.Trend 1:Back to Nature36“Which of the following do you look for in a holiday?Please choose your top three in order,and then any others.”To get closer

168、 to nature%selecting selected0%20%40%60%80%100%TotalMaleFemale16-2425-3435-4445-5455-6465-7475+Generation ZMillennial sGeneration XBaby Boomer sABC1C2DE201620182020Source:Foresight Factory|Base:4794 online respondents aged 16+,GB,2020 May13 Foresight Factory,June 202014 Foresight Factory,May 2020Tra

169、vel DNA:Travel in the age of The Human DividendTrend 3Trend 2Trend 13737Lockdowns and a reappraisal of life priorities has meant that for many,nature has become more important since the pandemic began.Post-pandemic,travellers will be keen to reap the benefits of the outdoors.In March 2021,50%of UK c

170、onsumers said they planned to spend more time outdoors or in nature in the next year rising to 54%of women15.In the short term,there will be a sharp rise in demand for transport modes and travel experiences that help consumers reconnect with nature to get physically active and help rebuild fragile m

171、ental health post-COVID.After almost two years of languishing,consumers want to feed their senses to feel alive and human again.Looking ahead,they will increasingly demand travel experiences that can trigger and tap into their full range of senses and emotions something nature travel and all its var

172、iations is uniquely positioned for.Accordingly,brands are capitalising on the new-found momentum behind the Nordic concept of“friluftsliv”;an idea of outdoor living and embracing time in nature no matter the weather or season to help boost mental healthespecially in darker,colder months of the year.

173、In January 2022,Oslo-based travel booking platform Campanyon announced that it had raised more than 1.5 million in funding,which will help further its mission to make nature accessible to all travellers.Visitors to the digital marketplace can explore new destinations and book a range of nature-based

174、 adventures,such as camping,hammocks,cabin rentals and farm stays.Travellers and hosts are encouraged to meaningfully connect before the trip and share advice on how to get the most out of the experience while protecting the environment.This shift towards outdoor travel and leisure is driving new br

175、and partnerships and garnering hefty investments from the government as well as brands.In June 2021,the US Departments of Agriculture and the Interior announced plans to allocate$2.8 billion to support outdoor recreation and access to public lands in 2022.In the month prior,the UKs Mental Health Fou

176、ndation partnered with the Wildfowl&Wetlands Trust to launch a blue prescribing programme,allowing people to participate in a six-week water-based nature health programme at the London Wetland Centre.And with remote work and work-from-anywhere lifestyles proliferating(as discussed in Digital Nomads)

177、,in the 2020s brands will also see new opportunities to connect employees with the outdoors for better work-life-balance.For example,in autumn 2020 Japans environmental ministry set up WiFi-connected workstations at national parks across the country to entice remote workers to go outside and enjoy h

178、ealthy natural environments,while driving visits to the parks.“Weve seen a big growth in rural tourism rather than city tourism.People want the open space and they want nature.So,for example,places like the Lake District,Scotland and Wales,have seen a domestic tourism boom.Ian Yeoman,Tourism Futuris

179、tBack to Nature15 Foresight Factory,March 2021Travel DNA:Travel in the age of The Human DividendTrend 3Trend 2Trend 13838Travel DNA:Travel in the age of The Human DividendTrend 3Trend 2Trend 1“The hot spots are still going to be in demand,but enjoying the natural world around us is more important be

180、cause people felt so restricted during the pandemic.Linked to that is also the concept of avoiding crowded locations,not just because of COVID-19 health concerns but also as travellers have found a new appreciation of the environment which offers them freedom and a sense of space when they venture o

181、ff the beaten track.Eulin Goh Head of Insight at British AirwaysIn the 2020s,the appeal of nature-based tourism will also accelerate a new vertical for luxury travel.Increased demand for spending time in nature is giving rise to new brand ventures that are elevating outdoor travel.In May 2021,leadin

182、g luxury travel operators Black Tomato and Auberge Resorts Collection teamed up to offer new luxury road trip itineraries.The programmes,ranging from hiking and sailing to exploring art in the desert,offer an updated adventure travel format for luxury travellers providing travellers with high-end ac

183、commodations and a Mercedes-Benz to get around in.Also catering to the rapidly growing outdoor hospitality market and offering a new type of luxury vacation is RV rental marketplace Outdoorsy,who in June 2021 partnered with outdoor luxury accommodations operator Collective Retreats.The collaboration

184、 gives Outdoorsy RV travellers access to Collective Retreats luxury amenities.More travel brands are also satisfying the consumer desire for an outdoor escape through micro-adventures,a cheaper and more convenient format for nature travel that we expect to grow in the next decade.In the UK,Much Bett

185、er Adventures offers mini,one-night adventures in remote locations,to appeal to adventure-seekers with busy lifestyles.Cross-sector brands are also grasping the opportunity to help travelers escape everyday life and find solace in nature.For example,US clothing company M22 has started offering brand

186、ed micro-adventures for locals near Lake Michigan,from surfing and kayaking to hiking and nature walks.Seeking wellbeing benefits,busy or budgeting travellers are finding unique ways to connect with nature locally via smaller,shorter excursionsgiving brands new means of engaging existing customers a

187、s well as bringing in new ones.By 2030,in the context of an increasingly digital and screen-based world,real and natural experiences will take on even more importance.Pressure will grow on travel brands to help reduce barriers to outdoor experiences and pursuits,and democratise these spaces for all

188、consumers.Back to Nature39Back to NatureExpected Trend Trajectory in the 2020sCommuning with nature becomes a widespread aspiration as more consumers recognise the healing properties of the outdoors.Time outside is increasingly prescribed in some healthcare contexts.Consumers demand more equitable a

189、ccess to outdoor activities and nature.Micro adventures provide a more convenient format for nature travel,helping incorporate nature into urban travel.Next(2023-2025)Future(2026-2030)Post-COVID,remote,nature-based destinations hold high appeal for several reasons like avoiding crowds,escaping urban

190、 life and providing both physical and mental wellbeing benefits.Now(2022)Trend intensityTravel DNA:Travel in the age of The Human DividendTrend 3Trend 2Trend 14040Implication For Travel Brands NOWNEXT Be sensitive to the disappearing natural world.Ensure that when consumers want to visit areas of na

191、tural beauty,they are able to do so without harming the environment.Incorporate elements of sustainability in your offering for instance,by limiting visitor numbers so travellers can enjoy nature while also protecting it for future generations.Create communities with a shared love of the outdoors.Br

192、ing together like-minded travellers and help them connect with one another and the natural world.Build loyalty among those who bond over a particular activity by facilitating group-trips and meet-ups both outdoors and online.Align your brand with nature,and promote equal access for all.From micro-ad

193、ventures to luxury road-trips,and from relaxation to extreme adventure,develop nature-centric propositions suited to a variety of travellers.Emphasise how your offering facilitates the exploration and enjoyment of unique outdoor spaces,while considering how your offerings can help democratise the gr

194、eat outdoors.Communicate the benefits of nature.Use ad campaigns and other customer touchpoints to highlight the benefits of nature such as improved physical and mental health and promote the ways in which your brand can help consumers reap these benefits while travelling.1-2 YEARS2-5 YEARSTravel DN

195、A:Travel in the age of The Human DividendTrend 3Trend 2Trend 14141Trend 2:Digital NomadsThanks to flexible working arrangements and digital advancements,a new business traveller is arising that embraces a work-from-anywhere lifestyle.By 2030,more travel and mobility brands will attract and cater to

196、the wants and aspirations of these digital nomads,including in particular a need for community and connection,and improved work-life-balance.The COVID-19 pandemic rapidly hastened the uptake of remote living.A lasting legacy of this experience will be the realisation that it is possible even prefera

197、ble,in some cases to dial in remotely,to watch and work from afar,to experience at a distance.And working from home is set to continue at elevated levels compared to before the pandemic hit.In March 2021,three in ten Generation Z and Millennial consumers in the UK said they expected to work from hom

198、e more in the next year compared with life pre-pandemic(see chart below).In the short term,as more businesses create policies to enable remote work,more workers will venture abroad for longer periods of timeseeking to enjoy a world that affords people more flexibility and is less demanding of their

199、physical presence.“Thinking about the NEXT 12 months,which of the following activities do you think you will do more or less of compared with life pre-pandemic(pared with before the coronavirus pandemic started)?”Work from home%selecting very or quite interestedSource:Foresight Factory|Base:4801 onl

200、ine respondents aged 16+,GB,2021 March-100%-80%-60%-40%-20%0%20%40%60%TotalMaleFemale16-2425-3435-4445-5455-6465-7475+Generation ZMillennial sGeneration XBaby Boomer sABC1C2Travel DNA:Travel in the age of The Human DividendTrend 3Trend 2Trend 142In the 2020s,digital nomads will look to take advantag

201、e of working in countries with a low cost of living and high quality of life.Young consumers will fuel this shift because of their struggle to afford home ownership,as well as their global outlook and digital savviness.Remote,flexible working appeals from an output perspective too:68%of UK consumers

202、 agree that if employers allowed employees to work flexibly,overall productivity would improve16.Many employers have already responded to this shift with new and formalised work-from-anywhere arrangements.For example,American Express have recently introduced policies allowing employees to work remot

203、ely for a set number of weeks per year,and PwC announced that all US employees can work from wherever they want in the country going forward.Travel providers are reacting too:in October 2020,Uniter Airlines partnered with workspace rental company Peerspace to offer bundled packages of flights and me

204、eting space rentals across the US.Similarly,countries are using the allure of workations to attract tourism.Malta,Croatia,Greece and Barbados are just some of the countries that have introduced digital nomad visas allowing people to work remotely for at least a year.In the 2020s,new services will ar

205、ise to support digital nomads in-situ.For example,smart concierge platform WorkMango offers expert local insider information,guides and discounts for workers looking to relocate to Antigua and Barbuda or Barbados.By signing up for membership,users can access WorkMangos services including help findin

206、g accommodation,immigration and visa assistance,invitations to networking events,and gym memberships.But the need to connect with others and socialise transcends borders.Indeed,40%of business travellers in the UK describe themselves as sociable,compared to just 31%of UK consumers overall17.So,despit

207、e enjoying the autonomy of remote work,digital nomads will still seek out community in-destination.This makes room for brands,hotels and tour operators to cater to this need with co-working spaces and networking events.Opened in October 2021,The Valley in Croatia has been curated for remote workers

208、seeking short-or long-term stays with a sense of community.Since many digital nomads are entrepreneurs and work for themselves,The Valley brings them community connection through co-working spaces,networking events and conferences,and involvement of the local community too.However,there may be pushb

209、ack from some locals in remote work destinations who resent digital nomads for overstaying their welcome or failing to integrate into the culture.By 2030,expect more brand support with integrating digital nomads and ensuring they have a positive impact on the wider local community.More so,hotels and

210、 other forms of accommodation will transform into multi-use spaces catering to leisure travellers as well as this new breed of digital nomads.Spaces will adapt to meet the simultaneous needs of workers and those seeking leisure and social connection.And compelling deals and discounts will be offered

211、 to attract workers to stay.For example,at The Valleys rental prices start at 130 a week for a minimum two-week staycosting significantly less than the average rent for apartments across much of Europe.By 2030,some hotels will even offer subscriptions rather than nightly rates to attract remote work

212、ers.One of the most appealing features of workations is that they allow remote workers to take extended breaks without the need to burn through the vacation allowance.By 2030,numerous destinations will completely rebrand themselves as workation hotspotsconducive to work-life balance and a slower pac

213、e of life post-COVID.This will be appealing to young Gen Z professionals especially,among whom 46%say their work-life balance has gotten worse due to the pandemic(vs.21%who say it improved)18.Similarly,52%of Gen Z and 61%of Millennials say they would like to maintain a slower pace of life once the C

214、OVID-19 restrictions are removed.Though there may be tax or government restrictions on how much time workers can spend abroad,with some companies docking pay for workers living in lower-cost countriesthose who value work-life balance above all will accept pay cuts in exchange for the freedom of bein

215、g a digital nomad.France-based NomadStays is a booking platform catering to remote employees who want to work abroad while satisfying their wanderlust.Visitors to the website can filter searches by experience type,including beaches,mountains,nature,island life and motorcycle-friendlyand the company

216、guarantees that all their stays are WiFi-connected and attached or nearby to a co-working space.By 2030,more travel brands will position as digital nomad-friendly in this way,offering dedicated support services,and drawing on the allure of community and work-life-balance to attract and cater to this

217、 new business traveller that embraces a work-from-anywhere lifestyle.42“Work contracts have become much more flexible and more people will be travelling for workations;thats a huge opportunity.Neil Dillon,Marketing Director at London City Airport16 Foresight Factory,March 202117 Foresight Factory,Ma

218、rch 202118 Foresight Factory,March 202119 Foresight Factory,May 2021Travel DNA:Travel in the age of The Human DividendTrend 3Trend 2Trend 143Expected Trend Trajectory in the 2020sDigitalNomadsNow(2022)Trend intensityNext(2023-2025)Future(2026-2030)More businesses create policies to enable remote wor

219、k.Brands,hotels and tour operators reposition to cater to digital nomads with e.g.co-working spaces and networking events.Numerous destinations completely rebrand themselves as workation hotspots.Consumers seeking improved work-life-balance flock to take advantage of work-from-anywhere arrangements.

220、Some hotels offer subscriptions rather than nightly rates to attract remote workers.But the remote work exodus slows somewhat due to tax,government restrictions and adjusted salaries.Travel DNA:Travel in the age of The Human DividendTrend 3Trend 2Trend 14444Implication For Travel Brands NOWNEXT Lean

221、 into the subscription model.As long stays become more commonplace,help remote workers satisfy their need for novelty by offering access to various hotels,apartments or co-working spaces around the world for a monthly fee.Offer tiered pricing that opens up access to more perks.Ensure consistency of

222、quality across your different locations so that customers know what to expect.Offer specialist advice and support for digital nomads.Moving abroad,even for just a few months,can be a daunting task,especially when it comes to immigration rules and finding accommodation.Become a planning partner by co

223、llating all the information would-be remote workers need to know before making the jump.Digital tools such as VR could be useful here to give consumers a sense of what their new home will look and feel like.Also highlight the ways in which your brand can support remote workers seeking a slower pace

224、of life by reducing complexity,taking on time-intensive tasks and blocking out unwanted interruptions.Provide a sense of community.Explore ways to make digital nomads feel at home in a new place,whether by offering co-working and communal areas in hotels or creating opportunities for them to connect

225、 with locals in the area.For employers,creating a cohesive work culture for remote workers is also a challenge.Offer support for those who choose to embrace the digital nomad lifestyle,but make sure you are instilling a sense of belonging and camaraderie so they dont feel separated from the main wor

226、kforce for example by scheduling regular virtual events and check-ins.Acknowledge that not all travellers have the same needs.The nature of travel itself is in flux as workations combining leisure and productivity continue to grow in popularity.Travel brands may need to position themselves not just

227、as facilitators of fun and relaxation but also of productivity and creativity.1-2 YEARS2-5 YEARSTravel DNA:Travel in the age of The Human DividendTrend 3Trend 2Trend 145Trend 3:Local AllureAs discussed in Regenerative Travel,the rise of meaningful travel is prompting visitors and destinations alike

228、to adapt traditional travel formats to be more sustainable.This shift towards more purposeful,intentional travel provides consumers with an additional,ethical lens with which to approach their choice of travel operators,accommodation providers,and destinations.Beyond positively contributing to the e

229、nvironment,consumers increasingly want to also connect with and give back to the local community through destination stewardship.The Global Sustainable Tourism Council defined this as a process by which local communities,governmental agencies,NGOs,and the tourism industry take a multi-stakeholder ap

230、proach to maintaining the cultural,environmental,economic,and aesthetic integrity of their country,region,or town.By 2030,travellers will assess travel brand choice through the metrics of destination stewardship,another aspect of regenerative tourism that enables a more holistic approach to tourism

231、management and development.In the short term,the community feeling engendered during the pandemic,including boosted support for small businesses,will be increasingly carried over into travel behaviours.Amid lingering COVID restrictions,domestic travel has enduring appeal in a risk-and eco-conscious

232、context.Local trips become even more attractive as a way of helping ones home-economy recover from the crisis.Local micro trips,short stays,daycations will continue to rise.French travel brand Chilow offers local micro-adventures exclusively,emphasising the travel possibilities that are close to hom

233、e for French natives.In the UK,hotel and resort chain Best Western is promoting micro-adventures too,advertising unique getaways lasting 48 hours or less.45Theres been a huge shift towards domestic travel in the short term,and to some extent that will continue.People who are not used to domestic tra

234、vel have been getting to know travelling in their own country during the pandemic,and have grown to enjoy a staycation.This is an opportunity to capitalise on post-pandemic.Richard Nicholls,Head of Research and Forecasting at Visit Britain“Travel DNA:Travel in the age of The Human DividendTrend 3Tre

235、nd 2Trend 146Going forward,consumers will also adopt a staycation mindset while travelling abroad,seeking to experience a place like a local.Increasingly conscious of the economic and societal impact of tourism,travellers will seek out offerings that connect them to local people and environments,cre

236、ating meaningful memories.More than ethical responsibility,this is also about the consumer need for authenticity and wanting to experience places and their culture through a genuine,local lens.Indeed,59%of UK consumers agree with the statement“when I go on holiday,the most important thing for me is

237、to experience the authentic culture of a place”up from 52%in 2018(see chart below).In response,more brands will launch platforms that connect tourists with residents through activities,as well as via insider guides that highlight authentic experiences popular with everyday locals.By 2030,resorts,tou

238、rism boards and travel operators will partner with local experts and leaders to give travellers an authentic experience grounded in nature,cultural heritage and community.“How strongly do you agree or disagree with the following statements?”When I go on holiday,the most important thing for me is to

239、experience the authentic culture of a place%selecting agree or agree stronglySource:Foresight Factory|Base:4645 online respondents aged 16+,GB,2021 March0%20%40%60%80%100%TotalMaleFemale16-2425-3435-4445-5455-6465-7475+Generation ZMillennial sGeneration XBaby Boomer sABC1C2DE201520182021Local Allure

240、Travel DNA:Travel in the age of The Human DividendTrend 3Trend 2Trend 147Many travel brands are seeking to create an enhanced sense of authenticity by partnering with local companies and communities on leisure and retail experiences in-transit or in-destination.For example,boutique cruise line Azama

241、ra in September 2021 announced a new format of destination-tailored retail programs,in partnership with LVMH-owned retailer Starboard Cruise Services.This means each cruise will showcase locally made products created by artisans and craftsman as a way of further immersing passengers in the travel ex

242、perience.Guests sailing to Norway are able to buy locally spun knitwear,while those in New Zealand have the chance to purchase Maori carvings.Local food experience is of particular interest to travellers:in 2020,56%of international travellers in the UK claimed to go on holiday to try local cuisine/s

243、pecialities20.Tapping into this desire for authentic immersion in local culture is the Casa di Langa hotel which opened in Italys Piedmont region in spring of 2021.Nestled in the rolling hills near some of Italys best winemaking regions,the hotel offers a range of immersive nature and culinary exper

244、iences.Truffle hunting is one such offering:guests can forage right on the property alongside expert truffle hunters and specially trained Lagotto dogs.A truffle concierge will then look after the found treasures,storing them,cleaning them and shipping them onwards if a guest requests.Guests can als

245、o sign up to the on-site wine academy for an introduction to the local wine culture and bespoke tastings,and take professionally led cooking classes.Travelers will increasingly look to make a difference in small towns that were already struggling socially,environmentally or economically before the p

246、andemic,supporting these places by empowering locals through actions like patronising local businesses and donating to non-profits.Pack for a Purpose,for instance,is a non-profit that encourages travellers to use a small amount of space in their luggage to pack supplies needed by community projects

247、at the destination.The group works with over 460 accommodations and tour companies around the globe including Playa Viva,a regenerative resort in Mexico with a mission to bolster the local community.Playa Viva gives back to the community in many other ways too:supporting the education of children in

248、 the community,providing healthy cooking classes and youth sports sessions for locals,hiring the majority of staff from surrounding villages,participating in youth mentorship programmes,and adding a 2%fee to any stay to fund a trust that invests in community development.Similarly,the country of Pana

249、ma is investing in a sustainable tourism plan that will place local communities at the centre of its economic growth.The initiative aims to rebuild the countrys visitor economy by partnering with communities and ensuring that nature-and culture-based tourism are promoted.This will involve securing c

250、onsent from and working alongside 10 Indigenous or Afro-Panamanian communities to turn their areas into tourism destinations.Expect to see more of this in the coming years,as travel brands aim to position themselves and their guests at the intersection of environmental protection,community awareness

251、 and enriching tourism.By 2030,many eco-ethically minded consumers will choose to first seek authentic experiences and community on native land.When they do go abroad,they will be more selective and intentional than ever turning to platforms that allow them to filter brands and destinations based on

252、 their local community involvement,values and overall destination stewardship.Local Allure“Travel businesses and organisations have a very strong focus on protecting the local community,and this extends from the people to the environment and trying to do tourism the right way.Its what I call steward

253、ship,responsibility for the land and for the community.Ian Yeoman,Tourism Futurist20 Foresight Factory,May 2020Travel DNA:Travel in the age of The Human DividendTrend 3Trend 2Trend 148Expected Trend Trajectory in the 2020sLocal AllureNow(2022)Trend intensityNext(2023-2025)Future(2026-2030)Increasing

254、ly conscious travellers seek out offerings that connect them to the local people and environments.Post-COVID,there is particular appeal in helping the local economy and business recover.A more holistic view on sustainability take hold.Resorts,tourism boards and travel operators partner with locals t

255、o give travellers an authentic experience grounded in cultural heritage and community.Platforms allow travellers to filter destinations based on their regenerative and community values.Transparency will be key amid scepticism around purpose-washing and white saviour attitudes.Travel DNA:Travel in th

256、e age of The Human DividendTrend 3Trend 2Trend 14949Implication For Travel Brands NOWNEXT Work with residents to create tourism messaging.Treat local community members as stakeholders in your marcoms efforts.Show that you have an understanding of the needs of the local community and environment,and

257、demonstrate how your brand puts these at the centre of your offerings.Explore the potential of subscription models to build communities of regenerative travellers.Tourists who prioritise giving back to local destinations will enjoy the social perks of meeting like-minded peers.These can also be oppo

258、rtunities to encourage review-sharing and advice-giving.Remind consumers of the travel treasures on their doorstep.Encourage staycations by highlighting,through eye-catching campaigns,the attractions and sites available to consumers in their region or country.To target risk-averse and local-loving c

259、onsumers,also consider stressing the health(e.g.less virus exposure)and community(e.g.local business boost)benefits of shorter journeys and closer stays.Ensure you craft staycation packages that will appeal to different audiences.For instance,consider premium offerings to attract more affluent consu

260、mers,and family-oriented packages for those with kids.Communicate all the ways your brand has close ties to the destination community.Consumers are eager to experience the authentic culture of the places they travel to.Take a local-first approach to marcoms,showing how you partner with local guides,

261、or offer excursions that immerse travellers into cultural heritage.Reward consumers for making travel choices that positively impact the local community and environment.Empower travellers to earn points or discounts when they choose to give back to the destinations they visit.1-2 YEARS2-5 YEARSTrave

262、l DNA:Travel in the age of The Human DividendTrend 3Trend 2Trend 1Travel in the age ofPart 3Travel DNA50Bigger Bolder BrandsTravel in the age of Bigger Bolder BrandsIn the Dentsu 2030 Consumer Vision,Bigger,Bolder Brands describes a shift in focus in the brand and consumer relationships in the 2020s

263、.In the 2010s,consumers have become more empowered,with increasing choice and ability to engage with brands on their own terms.In the 2020s,the focus will shift to how brands can help meet consumers needs more effectively across all aspects of daily life.Here,we take a look at how a decade defined b

264、y Bigger,Bolder Brands will more specifically shape the future of travel.In the 2020s consumers will look to brands to perfect their transport and travel experience via ever more enhanced personalisation and members-only subscription propositions,alongside utilising travel experiences to help consum

265、ers meet their widening wellbeing objectives.Indeed,better access to new forms of consumer data,such as biometrics,combined with innovation in multi-space design,will power new forms of hyper-personalisation across all parts of the travel journey over the coming decade.Whats more,the role of travel

266、in driving enhanced physical,mental and social wellbeing will enable travel brands to develop new propositions and position themselves as health partners to customers.Finally,subscription and membership-based travel will become increasingly prominent,enabling travel brands to become holistic partner

267、s in servicing all travel needs for customers;tailored to the specific preferences of all consumer groups and identities in the 2020s.51Travel DNA:Travel in the age of Bigger Bolder Brands52TREND1Personalisation PerfectedTREND2Wellness TourismTREND3Members Only TravelTravel in the age ofBigger Bolde

268、rBrandsTravel DNA:Travel in the age of Bigger Bolder Brands53Trend 1:Personalisation Perfected53In the 2020s,the demand for hyper-personalised services will be central to consumer expectations of travel,as they increasingly seek brand-led optimisation of services and products that can cater to their

269、 specific needs across travel booking,journeys/transport,accommodation and end destination activities.“From an airport perspective its going to be important to improve and personalise the customer experience and play catch up with airlines who are already active in the digital space.Personalisation

270、at booking,in the airport and for post flight inspiration will be key marketing has got to be personal to resonate.Neil Dillon,Marketing Director at London City AirportIn the short-term,there will be growing demand for personalised services that provide third-party or expert-led travel planning and

271、booking.The uncertainty produced by COVID-19,and the ever-changing travel requirements that have resulted,will likely ignite increased demand for brand-led travel advice and support.As the chart below outlines,living through the pandemic has resulted in a growing number of UK consumers claiming that

272、 people should think about safety before fun and adventure,with 59%now agreeing with this statement compared to 50%in 2018.Whats more,such safety-first attitudes are particularly pronounced among older consumers,with agreement reaching over 6 in 10 for the 65+8.0%20%40%60%80%100%TotalMaleFemale16-24

273、25-3435-4445-5455-6465-7475+Generation ZMillennialsGeneration XBaby BoomersABC1C2DE201520182021How strongly do you agree or disagree with the following statements?“People should think about safety before fun/adventure”%selecting agree or agree strongly8Foresight Factory,May 2021Travel DNA:Travel in

274、the age of Bigger Bolder BrandsTrend 3Trend 2Trend 15454“In the short term,potentially stretching into the medium term depending on when people feel were really out of the COVID-19 area,theres still going to be this emphasis on caution and safety for many people.Not just about getting the virus,but

275、at about things like money back guarantees,rebooking without extra hassle or without extra cost,and everything that can go wrong if you test positive.I think thats going to be with us for a while.Richard Nicholls,Head of Research and Forecasting at Visit Britain Travel DNA:Travel in the age of Bigge

276、r Bolder BrandsTrend 3Trend 2Trend 155Consequently,security and surety will be core consumer needs of the post-pandemic traveller.As a result,expect to see more demand for brand-led services to manage more parts of the travel journey than was apparent pre-COVID-19.Indeed,there is already a notable i

277、ncrease in start-up businesses who are seeing to cater to this precise need.For example,Los Angeles-based travel platform Elude aims to help consumers discover and book trips within their ideal budgets.Users are invited to answer several questions to help the brand narrow down the ideal trip for the

278、m.They also take into account maximum budget,departure and return dates,and number of passengers.Personalisation PerfectedCOVID-19 has given us an opportunity to show the value we can offer to customers.If we dont capitalise on this,we risk consumers going back to where they were moving before the p

279、andemic and a we know best attitude.Alan French CEO at Thomas Cook“Travel DNA:Travel in the age of Bigger Bolder BrandsTrend 3Trend 2Trend 156Moreover,there will also be a demand for more personalised services at end destinations.Already today,over half of UK consumers would be interested in a servi

280、ce that detected your location and suggested interesting things to spontaneously see and do in the nearby area,rising to over 6 in 10 among those aged 16-44.In the immediate future,consumer expectations will be most focused on obtaining reassurance about what activities are available in a world stil

281、l shaped by COVID-19.Essentially,brand-led support to create the ideal itinerary within the confinements of what is currently possible(i.e.what attractions and locations are open/what entry requirements are needed etc).However,there will also be sustained demand for real-time brand services that can

282、 optimise consumer experiences at their travel destinations;providing contextually relevant information aimed at each consumers precise profile to ensure they make the most of every experience.0%20%40%60%80%100%TotalMaleFemale16-2425-3435-4445-5455-6465-7475+Generation ZMillennialsGeneration XBaby B

283、oomersABC1C2DE20152021“How interested would you be in any of the following services?”A service/device that detected your location and suggested interesting things to spontaneously see and do in the nearby area%selecting very or quite interestedTravel DNA:Travel in the age of Bigger Bolder BrandsTren

284、d 3Trend 2Trend 157In the medium-term,innovation in the design and engineering of modes of transport will also generate more options for brands to personalise the travel experience.The introduction of multi-use spaces,to enable more precise personalisation of travel journeys,will be of particular im

285、portance for the airline,auto and rail sectors.An early example of what is to come has been presented by researchers from Stellantis and Laboratoire dAcoustique de lUniversite du Mans,who have outlined an algorithm that adapts PSZs(personalised sound zones)within a car to changes in seat position,al

286、lowing riders to listen to their own audio without headphones and interruption.Another indicative innovation is w which aims to give the driver a custom user experience,changing in-car services and mood across options for Expressive,Relax,and Sport modes.BMW also announced a new Theatre Mode,which o

287、rchestrates functions like lowering the theatre screen,lighting and sunblinds to get rear passengers in the mood for state-of-the-art in-car entertainment.In the 2020s,new technological innovations will increasingly allow transport vehicles to create highly personalised zones of experiences for diff

288、erent passengers,responding to their mood and specific needs for each moment of the journey.Indeed,there is clear consumer demand for such forms of innovation.For example,84%of global consumers claim that they would like a seat onboard an aircraft that could transform into a sleeping space while 65%

289、would like a seat that transforms into an entertainment space and 54%would like a seat that transforms into a workspace9.Longer-term,as we approach 2030,better access to and utilisation of biometric data will provide more options for hyper-personalisation,allowing brands to better cater travel servi

290、ces to different moods and emotions of consumers in real-time.On the one hand,such technology will allow for more sophisticated services that can personalise internal environments of different modes of transport based on the mood of the driver/passenger.BMWs iX Flow concept car provides a glimpse of

291、 how such services will evolve in the 2020s.The concept car can change from black to white in order to suit the drivers mood or the climate/weather.As we move later into the decade,expect to see further innovation in how all parts of a travel experience can be enhanced via the use of biometric data.

292、A key aspect of such innovation will be the use of biometric data to provide real-time advice and suggestions to customers while at end destinations.Indeed,the interplay of biometric data tracking with augmented reality services,will enable uniquely personalised experiences that are precisely mapped

293、 to the consumers profile,context and mood/emotions at each part of their holiday.Finally,by the end of the decade,consumer demand will expand towards more integrated and automated personalisation of travel services.Integrated in the form of a centralised travel assistance service for each consumer,

294、that provides real-time service solutions to all transport needs,from micro-mobility options to car rental and flight bookings.Automated via the use of AI technology that can enable such services to become continually tuned in to the precise needs and travel context of the consumer,updating and resp

295、onding to changing customer needs in real-time.Already today,over half of global consumers are interested in an in-flight AI personal assistant that could answer their questions about the flight10.Personalisation Perfected9 Source:Foresight Factory/British Airways,Flight of the Future Report,201910

296、Source:Foresight Factory/British Airways,Flight of the Future Report,2019Travel DNA:Travel in the age of Bigger Bolder BrandsTrend 3Trend 2Trend 158PersonalisationPerfectedExpected Trend Trajectory in the 2020sIncreased use of biometric technology and multi-use spaces enable travel brands to offer m

297、ore perfected and continuous personalisation across the entire travel journey.Integrated travel platforms provide personalised services that are interconnected across all parts of the travel journey.AI technology make brand personalisation continuously updated and actionable.Next(2023-2025)Future(20

298、26-2030)Consumers seek enhanced personalisation for travel in wake of the pandemic to offer tailored experiences but with a strong focus on safety and security that align travel needs with current travel guidelines.Now(2022)Trend intensityTravel DNA:Travel in the age of Bigger Bolder BrandsTrend 3Tr

299、end 2Trend 15959Implication For Travel Brands NOWNEXT Explore new possibilities to develop multi-use spaces for modes of transport,allowing for better tailored experiences to each unique passenger.Invest in emerging biometric technology that will enable your business to better understand your custom

300、ers needs and build the ability to personalise travel experiences in real-time based on the customers precise moods and emotions.Provide personalisation services that respond to immediate needs for safety and surety post-COVID-19,developing bespoke holiday and travel planning that combines customer

301、preferences(e.g.budget)with real-time updates on evolving travel and activity restrictions;with the core objective to optimise the customers experience but providing a strong degree of confidence that there will be no disruption to holiday/travel plans.As COVID-19 travel restrictions become less com

302、monplace,focus personalisation services on experiential factors allowing consumers to filter or research holidays by preferred experiences and creating services that can offer real-time,location-based advice at end destinations.Undertake a data audit,to review what data assets your brand needs to be

303、tter personalise all parts of the customer shopping and travel journey in the 2020s.1-2 YEARS2-5 YEARSTravel DNA:Travel in the age of Bigger Bolder BrandsTrend 3Trend 2Trend 16060Trend 2:Wellness TourismTravel has long been associated with wellbeing.But as wellness infiltrates all areas of life,and

304、with health top-of-mind in the wake of the pandemic,wellness travel will be about more than finding spiritual enlightenment on a yoga retreat or achieving serenity at a spa.Over 2 in 5 GB consumers say the COVID-19 pandemic has negatively impacted their mental health,and in the coming years we expec

305、t that consumers will look to give their mental wellbeing a boost through travel and opportunities to rekindle positive relationships,reconnect to nature,and optimise specific wellness areas such as brain function or sleep quality.Increasingly we expect health considerations to be a core feature of

306、travel and transport choices,and in 2022,wellness tourism around the world is expected be worth nearly$1 trillion,a fifth of the global travel market(source:The Global Wellness Institute,a US non-profit organisation).Today,a growing number of travel startups are catering to particular health prefere

307、nces and needs.UK-based We Love Lucid specialises in alcohol-free travel,and global online booking platform VegVisits bills itself as“the Airbnb for vegans,vegetarians and the veg-curious”.Looking ahead,travel booking platforms may start to filter destinations according to a wider array of mood or m

308、ental states they elicit,taking queue from examples such as London-based gym chain Psycle,which marked World Mental Health Day in early October 2021 by introducing a new“filter by feeling feature”on its website.It allows customers to filter Psycle at Home workouts according to their feeling of the m

309、oment or the feeling they want the workout to generate,including fierce,empowered,restored and invigorated.People are looking for holidays that promote wellbeing,not just having access to a spar,but also having access to healthy eating and yoga retreats etc.Interestingly,such factors are becoming mo

310、re important for family holidays as well.Alan French,CEO at Thomas Cook“Travel DNA:Travel in the age of Bigger Bolder BrandsTrend 3Trend 2Trend 16161“The pandemic has illustrated for many just how important travel is for different reasons.Travel is not just about a holiday,but serves to protect ment

311、al health and connect with friends and family.For me,I think theres a new appreciation of the benefits it provides.Eulin Goh,Head of Insight at British AirwaysAs wellness becomes a primary goal of a range of different types of holidays,from city breaks to sun,more hotels will need to understand how

312、they can offer contextually appropriate wellbeing features.For example,in January 2021,Londons The Standard hotel offered guests intravenous vitamin drips onsite in their rooms.Guests will be able to get hooked up to an IV drip and get help cleansing their bodies of toxins,boosting their immune syst

313、em,replenishing energy levels,or optimising day-to-day wellbeing in between exploring the city.Expect to also see social wellbeing become a more prominent facet of travel choices,as consumers seek to repair or rebuild social or familial relationships that have been impacted by the pandemic.In August

314、 2021,Lufthansa released a campaign called#TogetherAgain,which looked forward to a post-COVID future where friends and families can be reunited through travel,and depicted friends and colleagues embracing after meeting one another in person after months of remote interactions.Indeed,spending quality

315、 time with friends and family is one of the top reasons why consumers go on holiday,alongside quiet and relaxation.“Which of the following do you look for in a holiday?Please choose your top three in order,and then any others.”%selecting top 30%20%40%60%Quiet and relaxationTo spend quality time with

316、 my friends and familyTo experience the authentic culture of another placeTo have unique experiencesTo visit famous tourist sitesTo indulge in food and drinkTo have an adventureTo try local cuisine/specialitiesTo get closer to natureTo learn something newTo escape from technologyTo be active/sportyT

317、o partyTo buy products that are cheaper to buy than in myOtherTravel DNA:Travel in the age of Bigger Bolder BrandsTrend 3Trend 2Trend 162In the medium term,there will be growing demand for holistic health travel services across also stages of the customer journey,and for wellness to be incorporated

318、into every aspect of the travel experience,not just the destination.Central to this will be a focus on healthy habitats where wellness propositions are built into physical locations e.g.wellbeing centres onboard trains.Today the focus on healthy habitats in terms of travel will remain focussed on hy

319、giene safety concerns,but will quickly expand to new propositions of how travel spaces(in-car,in-flight services etc)can boost physical and mental wellbeing.In addition,health propositions for such spaces will not be limited to just facilities,but will also focus on the use of designs and aesthetics

320、 that can promote wellbeing i.e.health propositions embedded into every aspects of the physical design of transport spaces.An example of what such services will increasingly look like is provided by Treat,who in 2021 launched XpresSpa-a holistic health and wellness travel company,with an app that pr

321、ovides access to on-demand virtual care as you travel.Treat has also opened in-airport Wellness Centers,where members can access things like acupressure sets,a self-cleaning water bottle,and immune-support herbal supplements.The spaces also feature yoga and meditation rooms where travellers can stre

322、tch before a flight rather than queuing at the gate.The growing use of personal health tracking devices and wearables will provide travel companies both an opportunity and challenge in the 2020s.The opportunity will be to gain access to such platforms to enable real-time health services catered to t

323、he mood of the customer.The challenge will be the extent to which the customer can track the health metrics that matter most to them and review how travel experiences detract or support their overall wellbeing goals.There are signs,however,that not everyone is taken by the idea of Wellness Travel,or

324、 wellness more generally.Recently,the wellness industry has been skewered and satirised across pop culture from HBOs comedy-drama The White Lotus to Hulus Nine Perfect Strangers and the comedy podcast Poog,which satirises alternative wellness brands such as Gwyneth Paltrows Goop.Adopting a sense of

325、humour alongside wellness offerings can help to broaden appeal,as half of GB consumers like to prefer brands that do not take themselves too seriously.62WellnessTourismTravel DNA:Travel in the age of Bigger Bolder BrandsTrend 3Trend 2Trend 163Expected Trend Trajectory in the 2020sWellnessTourismNow(

326、2022)Trend intensityNext(2023-2025)Future(2026-2030)With health top-of-mind in the wake of the pandemic,Wellness Travel will incorporate a much wider remit of wellbeing,for example focusing on fostering social connections,or spending time in nature.Expect to see an influx of travel offering designed

327、 for particular health needs or preferences,both physical and mental-for example targeting specific mood states.Wellness will become incorporated into every aspect of the travel experience,across the journey and the destination.Travel DNA:Travel in the age of Bigger Bolder BrandsTrend 3Trend 2Trend

328、16464Implication For Travel Brands NOWNEXT Offer bespoke itineraries curated by specialists that help consumers reach a specific goal.Some may travel to feel more relaxed,for instance,while others could be looking for bursts of joy.Make wellness measurable by utilising personal health tracking data

329、to ensure the desired effect of wellness treatments is being experienced by consumers.Explore where you can help consumers optimise their wellbeing,beyond the destination.Think how every step of the journey has an opportunity to offer a wellness boost.Make wellness a collective pursuit.Solo travel a

330、nd self-care have their place,but social wellness is also in high demand,and group tours and team activities can bolster social connections and create friendships.1-2 YEARS2-5 YEARSTravel DNA:Travel in the age of Bigger Bolder BrandsTrend 3Trend 2Trend 165Trend 3:Members-Only Travel65In the 2020s,su

331、bscription and membership-based travel will become increasingly prominent,especially in the luxury travel sector.However,such models will also expand to target a growing set of consumer segments and identities,with travel brands becoming more holistic partners in servicing all travel needs for custo

332、mers;tailored to their specific preferences and demands.Indeed,membership-based travel is expected to grow as such models offer clear benefits to both the consumer and the travel industry.For the consumer,having a single travel service that caters to your precise needs will offer more diversity of t

333、ravel options,signposting locations tailored to your individual preferences that might not have been previously considered.Moreover,such models will provide an added level of security and flexibility in terms of end-to-end holiday planning,which will be particularly important to consumers in the post-pandemic era.However,it will be the sense of exclusiveness that will be paramount for the consumer