After a turbulent period during which travelers hunkered down and stayed home, confidence in travel has returned. However, the industry is still adjusting to post-pandemic normal. While some of the biggest changes can be challenging for travel brands to navigate, they have an opportunity to refocus their strategies and target new audiences with a more targeted approach.
From refocusing on experiential and transformational travel to embracing the potential of automation and Bleisure trips, here are 6 Travel Trends to watch out for in 2023.
As Covid-19 concerns fade, many people are itching to make up for lost time by booking their next trip. Whether it’s soaking up the sun on a pristine beach, jetting off to their favorite city, or escaping into nature, there are lots of options to choose from this summer. As such, it’s no surprise that experiences are more important than destinations when it comes to a summer vacation for most people.
A new trend gaining popularity is what’s called the “pay-cation.” Pay-cations combine work and leisure with the use of remote working technology. This allows employees to stay at the office while on a holiday, making it a great option for people with kids or other obligations at home. According to the Vacation Confidence Index, 43% of millennials are interested in taking a pay-cation this year.
Wellness and self-care vacations are another rising travel trend this summer. These trips are all about taking time off to focus on mental, physical, and spiritual well-being. They often feature a mix of relaxation, wellness activities, and healthy eating to help travelers unplug from their daily stressors. Travelers are also looking for more adventure and interaction with local cultures, with a particular interest in countries with an indigenous population.
Eco-Travel is growing in popularity as people are becoming more conscious of the impact that tourism can have on the environment. Eco-travel aims to reduce negative environmental impacts caused by tourism, such as overcrowding, pollution, and exploitation of natural resources. People who embrace the ethos of eco-travel seek out destinations that offer sustainable experiences, such as volunteering to protect the environment, helping with conservation efforts, or supporting community projects.
With people seeking to escape overcrowded and commoditized tourist destinations, an alternative is rising in popularity: undertourism. This involves traveling to less popular destinations that are untouched by mass tourism, where tourists can experience authentic culture, cuisines, and traditions.
Millennials and Gen Z are leading the charge for this undertourism movement, with 35% of Gen Z citing that safety is an important factor if they were booking a vacation/trip tomorrow. This could prove a lucrative travel trend for brands to tap into. Especially as the popularity of set-jetting continues to grow, with fans experiencing the mesmerizing landscapes of Middle Earth or the historical splendor of Downton Abbey in person. This helps fans to create an emotional connection with fictional worlds and create a more meaningful experience for themselves. This is an experience that can be a transformative one for many of today’s generation.