Let’s Talk Travel:

Evolving attitudes across generations

Are package holidays the next big thing for Gen Z and Millennials? Why are coolcations the hottest travel trend right now?

Powered by Foresight Factory’s Collision Platform, this data-driven report unpacks how the travel industry is being impacted by changing consumer attitudes across different generations and what this could mean for your business.

This report combines proprietary consumer research with commercial case studies, cutting-edge predictive analysis and practical recommendations.

Download our report, explore the data-driven insights shaping the future of travel.

Explore 4 key travel trends to turn insights into actionable foresight


1. Package holidays are not corny – in fact Gen Z and Millennials love them

When you think of package holidays, you may think of older generations but our data shows a very different picture. It may be the case that relatively time- and cash-poor Gen Z and Millennials prefer the convenience and cost-savings of package deals, while Gen X and Boomers have more scope to plan customized breaks for themselves.

Download the full report to know how the boutique Haunt is bringing a unique factor to hassle-free travel planning.

2. Forget tourist hotspots, travelers want destination dupes

From locals in Malaga protesting, to the towel movement in Greece and Amsterdam banning new builds, travel hotspots are oversaturated. Hence, the rise of travel dupes – the perfect antidote to fighting the ever-growing problem of over-tourism and shining a light on budget-friendly destinations that offer a similar vibe to busier and more expensive hotspots. Travelers want to go off the beaten track regarding new travel destinations and are looking to brands to help them do that.

Unlock the full report to know how Visit Oslo’s campaign uses humor to appeal to the tourists.

3. Drizzle, drizzle, and the rise of coolcations

Amid rising temperatures, travelers are choosing destinations with cooler temperatures, known as drizzle tourism, and specifically visiting popular destinations during the “shoulder season” –outside of peak times, when temperatures may be cooler. With the impact of climate change intensifying, consumers from hotter countries are heading towards climate-safe locations.

And while it may seem like cities are adapting to these new realities, our full report shares how Scottsdale Arizona is inviting tourists to embrace the heat.

 

4. Are Baby Boomers the new influencers for eco-travel?

Often labeled as the most likely to shrug off the issue of climate change, Baby Boomers get a bad rep however they seem to be the ones turning to eco-travel the most among other generations. Around 1 in 5 global Gen Z say that
they have reduced air travel to lessen their environmental impact. As more countries like France and Spain ban short-haul flights. Could this lead to more travelers turning to slow travel?

Access the full report to know how older travelers are putting their money where their mouth is.

3 brand innovations on our radar

Haunt brings local allure into the spotlight

Inspired by the spontaneity of Virginia Woolf’s literary essay Street Haunting, this lifestyle brand advocates “for a slower pace of travel and eschew glossy tourism tropes to reveal the raw beauty and authentic charm of each destination.” With authenticity at its forefront, this travel guide offers recommendations from locals in your desired destination. In addition, the travel guides created are not only personalized but don’t feature any pictures – appealing to travelers keen to explore authentic areas, away from tourist hotspots.

Dar Tantora House Hotel leads with its rich history

Dar Tantora is based on AlUla’s Old Town which is a heritage site in Saudi Arabia. Built out of 800-year old mudbrick houses, the historic site and it’s eco-credentials has made it a must have experience for travelers who want to connect with historical land and connect with locals – some who have intergenerational family connections to AIUIa that date back centuries.

Are we on the cusp of “Futourism” ?

Introducing a new way of traveling, VisitPortugal’s campaign lays out 12 travel goals to commit to in 2024 to be a more sustainable and responsible tourist. These include: “travel with purpose and to connect”, “step away from the screen”, “take responsibility for your waste and garbage” and “appreciate heritage with respect”.

How can your travel brand act?
3 strategic implications to unlock new growth.

Anticipate growing demand for climate-quiet destinations and shoulder season trips.

Expect more travelers to avoid destinations most adversely impacted by climate change – or to opt for shoulder season travel to lower the risk of encountering, for example, heatwaves, flooding, and even overcrowded attractions. Meanwhile, consider offering flexible itineraries that are adaptable to real-time conditions, and expand the portfolio of climate-quiet destinations that, at least for the foreseeable future, offer more predictable and comfortable conditions for travelers.

Ensure sustainability messaging does not dampen wanderlust

As enthusiastic and frequent travelers, many Gen Z want to reduce their impact on the environment, but perhaps not at the expense of curtailing their desire to explore the world. Therefore, look for ways to show that you are taking on much of the burden of reducing environmental impact, allowing them to enjoy trips without feeling too guilty.

Promote off-the-beaten-path destinations – and relieve pressure on hotspots.

Target travelers who want uncharted and unique experiences that offer a sense of discovery with the promise of less crowded, quieter attractions that offer a tranquil escape. Allay tourists’ concerns with reassuring messages that emphasize safety, accessibility, and the availability of key sights, along with helpful guides and recommendations.

With over 20 years of navigating the travel landscape, we help the world’s leading brands chart new paths and discover fresh growth opportunities.

Ready to lead in emerging travel trends?

From Gen Z’s shift to package holidays to climate-driven behaviors, we offer data-driven foresight that turns foresight into actionable strategies. Our latest Opportunity Scan highlights genuine whitespace opportunities ripe for growth, while Compare Audiences helps you identify key differences and commonalities among your target audiences globally. Talk to us to see how our expertise can help you capitalize on tomorrow's market opportunities.

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