REPORT

Travel futures:
The antidote to modern living

Explore how the modern travel landscape is evolving, with insights on shifting priorities and sustainable strategies from leading brands, in our latest report.

“I’d sell my car so I can travel more, any day,” declared Mila,

a 20-year-old British woman with a glint in her eye during our Value study interview.

Her words stuck with us.

The car—once a symbol of status, success, and freedom—dismissed like an old pair of jeans. What drives this young woman to give up such a symbol of mobility and independence? What about new places and cultures makes her trade in her ride for a ticket to anywhere but here?

Mila’s words resonate as the drumbeat of a new generation’s defiance, forsaking stability and freedom. For Mila, the promise of travel outweighs the convenience of a car. She craves experiences over possessions, moments over milestones.

Travel’s buzzing.

Numbers are almost back to pre-pandemic level. Global travel and tourism spending is expected to grow 6% annually for the next ten years.

Yet, travel as we knew it, is gone.

This is a new dawn, the Age of Uncertainty, where a succession of catastrophic events have deeply impacted people’s self-worth, sense of survival, and spending routines. Movements like Me Too, BLM, Greta Thunberg’s activism, Covid, wars in Ukraine and the Middle East, and a continuous decrease in spending power have all shifted people’s priorities and their relationship with brands.

In this context, travel takes on a new dimension. The physical and emotional toll of modern living is only getting worse—more city life, more connectivity, more pollution, more anxiety. Travel is not an escape, but an antidote. Not something to help us forget, but something to help us reset.

In this new world, new paradoxes emerge: How do I travel while protecting my planet? How do I make meaningful travel choices knowing my spending power has decreased? How do I enjoy something radically new and different, without spending hours planning the perfect trip?

We’ve have spent the past three years helping the world’s leading travel brands navigate these future paradigms, from Accor to AFKLM, Ritz Carlton to Explora Journeys – explore the future.

This report is designed to give brands greater clarity, to help navigate both threats and opportunities.

Introducing…
The antidote to modern living


We’ve developed five antidotes to help travel brands better anticipate what it will take to foster relationships in an uncertain world. Check out our antidotes below and download the report to find out how you can use them to plan for travel in an age of uncertainty.

Download the report:

Designed to give brands greater clarity on navigating these new threats and opportunities.

This report provides insights and strategies for travel brands to navigate the evolving preferences and priorities of modern traveler’s in the Age of Uncertainty. 

What to expect?

  • Insights on Modern Traveler Preferences: Understand why experiences are becoming more valuable than possessions for the new generation and how this trend impacts travel choices.
  • Strategies for Sustainable and Meaningful Travel: Discover how to offer travel experiences that balance environmental responsibility with fulfilling, enriching journeys, even on a budget.
  • Adaptation Techniques from Leading Brands: Learn from case studies of top travel brands on how they navigate the new paradigms in the Age of Uncertainty.

Want to learn more about how your we do foresight?

Download your copy of the ultimate companion for seamless foresight work today. Whether you have a specific project in mind or simply want to explore new possibilities, we’re here to help. Don’t hesitate to reach out for a chat or more information!

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