The era of unlimited travel and cut-and-paste itineraries is coming to an end. As the category aims to rebalance itself, companies will be forced to move from high volume to high value.
LOS ANGELES, October 5, 2021 / PRNewswire / – Backslash, the cultural intelligence unit of TBWA Worldwide, has released its Future of Travel report. The report is the third in Backslash’s “Future of” series, which explores what will – and more importantly, what should – come next in must-see categories.
For decades, tourism has been defined by volume. Predictable routes and discount flights have drawn the masses in, taking a catastrophic toll on our dearest destinations and the people who live there. But as the world begins to book post-vaccination getaways, the report predicts that a greener, smarter and more intentional era of travel is upon us.
“The pandemic has changed business and leisure travel as we know it, and time away from travel has shown us that we are ready for a reset,” said Agathe Warrior, Strategy Director, TBWA Worldwide. “While travel volumes are expected to remain depressed for some time, there are many new opportunities for brands to add value to the category. As is often the case, the companies that help shape the future will be those that find their place there. . “
The report draws on cultural intelligence to unlock four disruptive travel growth opportunities and outlines specific ways for companies to take action, whether by reaching out to untapped audiences, introducing new services, or implementing new services. investing in product innovation.
The Great Redemption: A more attentive era of tourism will rebalance the scales, considering a place and its inhabitants as much as the traveler. Find out how anti-tourism, responsible restrictions and AI will reset the category.
Living without an anchor: As we move from one-off vacations to permanent trips, tourism businesses will be forced to adapt to a changing life. Find out how telecommuting, nomadic concierges and flexible packages will pave the way for a new kind of business travel.
The tour of the journey to the interior: As travelers withdraw into themselves, routes will increasingly be built around the mind and body. Looking to the future, psychedelics, interactive dining experiences, and evidence-based amenities will be the markers of a truly transformative getaway.
Destination unknown: The pursuit of new frontiers will redefine travel aspirations. Find out how hedonistic escapes, end-of-the-world destinations, and the ability to create your own virtual adventures will bring back the magic of travel.
“Travel is at an inflection point. For decades we have enjoyed unlimited travel without too much guilt, but we are finally realizing that mass tourism has consequences. So even though we may be booking less than trips in the future, the trips we take will be more intentional. And because of that we will see companies start to focus on high volume towards high value, which is a very promising turnaround, ”added Cecelia Girr, director of cultural strategy at Backslash.
The Future of Travel report was born out of months of in-depth qualitative and quantitative research, strategic ideation, and collaboration between 44 Culture Spotters from 26 global TBWA offices. Our Spotters bring expertise from their work at some of the world’s largest travel agencies, from Hilton to Singapore Airlines to Tourism New Zealand.
The Future of Travel Report can be downloaded at https://www.backslash.com/futureoftravel.
About the backslash
Backslash is a cultural intelligence unit powered by a global network of over 300 Culture Spotters from 70 offices through the TBWA collective. Backslash closely observes and analyzes global developments so that TBWA – and its clients – can better understand and anticipate cultural changes. Through a dynamic hybrid of strategy, data and journalism, Backslash turns the stories of today into the opportunities of tomorrow. For more information on Backslash, follow us on Instagram at @TBWABackslash or visit www.backslash.com.
About TBWA in the world
TBWA is The Disruption® Company. We use creativity to help businesses challenge the status quo and seize an unfair part of the future. Named one of the most innovative companies in the world by Fast business in 2021, 2020 and 2019, and Pub weekGlobal Agency of the Year 2018, we are a creative company that uses Disruption® brand methodologies to help businesses meet their challenges and achieve transformative growth. Our collective has 11,300 creative minds in 275 offices in 95 countries and also includes brands such as Audience, Digital Arts Network (DAN), eg + worldwide, GMR, The Integer Group®, TBWA Media Arts Lab, TBWA WorldHealth and TRO. Global customers include adidas, Apple, Gatorade, Henkel, Hilton Hotels, McDonald’s, Nissan and Singapore Airlines. follow us on Twitter, LinkedIn and Instagram, and like us on Facebook. TBWA is part of the Omnicom group (NYSE: OMC).
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