As we move into 2025, the travel industry is expected to reach new heights. And despite inflation, there is a desire for the travel momentum we saw in 2022 to continue as consumers and travelers intentionally make up for lost time.
According to the World Tourism Organization, it is estimated that 67% of leisure travel spending will increase or remain stable from 2023.
The travel boom!
Following the pandemic, the desire to travel has skyrocketed. Various factors are driving this demand, such as the mandatory break during confinement, additional savings, flexible work modalities and a reordering of priorities, according to Carolina Trasviña, Client Services Director of the Travel & Hospitality cell, and Andrea Echavarría, Client Services Director of Travel & Hospitality at another, a strategic communication agency with the largest offer in the Latin American market.
According to industry specialists, marketing experts are important for capitalizing on campaigns in a market that is experiencing a new technological framework and users eager to discover different destinations.
According to figures from the Mastercard Economics Institute, many travelers are also looking for a respite: 71% of consumers said they are desperate for a break from their daily lives, while 81% report that the pandemic has taught them not to take travel for granted. This attitude is also fueled by a so-called “YOLO” (You Only Live Once) mentality, where 80% of travelers say they are just as or more likely than they were before the pandemic to spend on premium extras and experiences that make their trips more special.
Users want out-of-the-ordinary experiences
In this regard, the experts indicated that today's travelers are looking for authentic and off-the-beaten-track experiences. According to Carolina Trasviña, users want to discover lesser-known destinations and support local communities. Concepts such as slow-travel, sustainable travel, spiritual retreats and wellness have gained new relevance. In addition, travelers are now more intentional in how they choose to spend their time away from home, valuing authentic cultural experiences and exploring hidden gems.
Emphasis on purpose
Echavarría said the purpose behind travel has also gained importance. 86% of Gen Z and Millennial respondents prefer to shop at small, local businesses when traveling to a new destination. This trend reflects a shift toward conscious consumption and supporting local economies.
The Rise of "Set-Jetting"
Pop culture and social media are significantly influencing travel decisions. Experts agreed that travelers are flocking to places they see in their favorite TV shows, movies and documentaries. In addition, destinations that look good in photos and videos for social media are gaining popularity.
Destinations to devour
Food is another key factor in choosing travel destinations. 47% of Gen Z and Millennials have planned an entire trip around visiting a specific restaurant or attending a food festival. Food-driven travel is on the rise, with younger travelers leading the way.
Wave of well-being
Wellness is a priority for travelers looking to relax and unwind from their busy lives. Destinations and resorts that offer wellness experiences are attracting these travelers looking to feel healthier.
City Vibes and Cultural Capitals
Urban vibes and cultural capitals continue to be attractive to travellers. Cities bustling with life, with pubs, open-air markets and dazzling lights, offer tourists the chance to be at the heart of the cultural action.
Un mix de Early & Last-Minute Bookings
Booking windows are changing, with an increase in last-minute and off-peak bookings. The flexibility of working from home and hybrid jobs have fueled this trend, allowing travelers to make short-term decisions. While Gen Xers and baby boomers are more likely to plan ahead, Millennials prefer last-minute bookings.
How to capitalize on these trends?
Executives in the Travel & Hospitality cell at another added that to thrive in this dynamic environment, travel industry brands must focus on targeting profitable travel niches. Moving from a mass to a niche strategy allows them to attract the right audience and offer personalized experiences that resonate with travelers’ specific interests.
Finally, Trasviña and Echavarría invited marketing experts in the tourism industry to work with the right people to develop effective strategies to attract modern travelers and make the most of the growing interest in travel.
Fuente: Another.