Travel Consumer Insights

Trend - Cosmetic brands are introducing their products and services to spaces related to travel–whether that's in airports, and hotels, agency-curated experiences, or tourist-targeting consultation spaces.

Insight - In North America's ever-growing beauty market, consumers are constantly experimenting with new formulas, ingredients, and products. The competition in this space is vast, and consumers are so used to trying out different items that having brands they're loyal to is less common than it once was. To counter this, cosmetic brands aim to create memorable experiences and collaborations in unique spaces that are able to leave distinct impressions on customers.

Trend - Companies are looking to customize the travel experience for consumers with various packages. In the family-friendly category, brands are recognizing skip-generation travel as being in-demand and as a result, many products and services are created to fill this space and appeal to grandparents and their grandchildren.

Insight - Boomers in retirement have free time and are eager to use it to strengthen their relationship with their grandchildren. As the Gen Z demographic tends to prioritize experience as much as personal possessions, space opens up here for brands to facilitate active environments that engage the interests of both grandparents and grandchildren.

Trend - Companies are launching simple services that intend to alleviate some of the stresses often associated with going on vacation. These manifest differently across the industry and are often geared toward taking care of tedious actions like getting luggage checked-in or planning outfits.

Insight - Consumers look forward to indulging in different forms of escapism and as they plan, they become increasingly eager to embark on their adventure. The many small errands that are customary during this process, however, have the tendency to pile up and overwhelm individuals. This creates a demand for products and services that focus on the smaller and less urgent aspects of traveling, leaving consumers feeling less stressed.

Trend - Eco-friendly luggage is on the rise as consumers look to reduce their environmental impact, even in investment pieces. Made from recycled materials and long-lasting, these luggage pieces offer consumers peace of mind in their purchase decisions.

Insight - As the consequences of climate change become more observable to the average consumer, changing personal habits to mitigate it has become top of mind. Travel is one industry where consumers contribute to environmental issues and they’re becoming increasingly wary of this fact. Thus, they’re opting for more sustainable travel options, in both micro and macro ways, in order to lessen some of their impact.

Trend - Brands are creating unforgettable experiences by curating thematic engagements in trains. Whether it's to get to a specific destination or simply to secure a few hours away from responsibilities in the city, these activations range from festive holiday-specific celebrations to elevated alcohol tastings.

Insight - Consumers are looking for a short refuge from the stresses of daily life and often find this in products and services that are accessible in terms of affordability and availability. As people are interested in immediate escapism that will last a few hours or even a day, it is important for these experiences to be immersive, in order to satisfy the consumer's craving for rest or excitement.

Trend - Special features are introduced to the train experience as consumers exhibit a preference for traveling by ground. Whether that be for reasons of affordability or sustainability, these features enhance the experience through luxury add-ons or tweaks to efficiency.

Insight - Consumers, especially Millenials and Gen Zers, are conscious about their carbon footprint and many have made it their mission to minimizing their impact on the planet. As individuals in these global generations place emphasis on travel as a way of experiencing and gaining knowledge about different cultures, they look for ways to get the most out of their time abroad, while also being mindful of the environment. As a result, Millenials and Gen Zers tend to pay more attention to slow travel options.

Trend - In a bid to elevate the in-flight experience and delight passengers during long and exhausting flights, airlines are experimenting with in-flight meal presentations. Whether it be through design, sustainability or for the sake of comfort, the service becomes more enriched than its predecessor.

Insight - Consumers are interested in elevated experiences that go against the status quo. On one hand, a refined presentation of products and services allows many to feel special and glamorous. This feeling is an indulgence as high-end goods are not accessible to everyone. On the other hand, breaking from tradition and embracing a more modern approach to goods and services is beneficial as consumers look for opportunities to try something refreshing.

Trend - Seeking to create more personalized overnight experiences, P2P hotel rentals like Airbnb are expanding their options to include unique, outside-the-box options for guests looking for something a little bit different. Moving beyond just minimalist aesthetics and high-end decor, alternative options are emerging that speak to more kitschy, non-typical overnight stays.

Insight - The growth of the hospitality space has coincided with the growing consumer desire for one-of-a-kind experiences. This desire is fueled by social media's influence on consumers–where the most visually interesting experiences and adventures are able to gain traction among peers. Thus, travel brands that are able to facilitate unique experiences for tourists are able to gain an advantage–particularly among younger demographics.

Trend - Hotel brands are creating the image of luxury with the adoption of minimalism in design, but maintaining relatively affordable pricing for their rooms. As consumers seek out distinct luxe experiences–including in travel–hospitality brands are having to match their preferences in a way that doesn't isolate those who cannot afford extravagant luxury vacations.

Insight - The Experience Economy has prompted consumers, particularly Millennials and Gen Z, to consistently look for products, services or travel that offers a sense of adventure. With that, consumers are looking for ways to sustain such a lifestyle without compromising quality or experience. Hospitality and entertainment options that offer experiences and aesthetics at an affordable price cater to those consumers looking for more accessible shareable moments.

Trend - Going beyond health and fitness experiences alone, more and more travelers today are being drawn to retreats and travel opportunities that specifically foster personal growth. Typically building in methods like meditation and "circles" that are growing in popularity within and outside of travel, these experiences speak to a growing and deepening interest in self-mastery.

Insight - For many consumers, particularly those with higher incomes, where they choose to invest their time and money is about more than just receiving standard benefits. Whether it's travel, food, or fashion, consumers with the means to pay for "elevated" experiences tend to prioritize them. Thus, much of what these consumers seek out is about entering previously untested waters, or undergoing experiences that they believe to be transformational.