Inspira TRAVEL TRENDS VIRGIN ATLAN TIC · 2020: THE RISE OF THE CONSCIOUS TRAVELER We all know that today’s consumers are investing in experiences over material things, and the travel industry has been a direct beneficiary of this trend. In fact, a study of Millennial consumers found that behind only saving for an emergency and housing, banking money for a vacation is a top priority. Just as the desire to invest in bucket-list experiences grows, the way consumers evaluate and select destinations continues to evolve. As we enter the next decade, consumers are becoming increasingly conscious about the impact of travel on the environment and are endeavoring to forge deeper connections with the people and places they visit. Here, we explore the emerging travel trends of 2020. SECOND CITY TRAVELERS Although New York, Paris, and London remain top global destinations, consumers are seeking out lesser-known destinations to avoid overtourism. Are interested in services that suggest locales where an increase in tourism would have a positive impact 60% 54% Want to play a role in reducing overtourism Would swap their original destination for a lesser-known alternative if it would have less of an impact 51% A GRAND ADVENTURE FOR ALL THE JOURNEY IS THE DESTINATION Travel is truly a family affair. Multi- generational travel is growing in popularity — and it’s not just for kids. 64% Interested in taking a historical train ride such as the Orient Express 75% of consumers agree that vacations are a great time for generations to spend time together 61% 42% say they choose pet-friendly holiday destinations Intend to take a longer route to experience more of the journey 56% Wouldn’t mind spending extra time traveling if they were taking a unique mode of transport MIND THE GAP TOP 10 EMERGING DESTINATIONS It’s not just Millennials! Older consumers are healthier – and wealthier – than • Gzira, Malta ever before and view retirement as an • Ninh Binh, Vietnam opportunity to take a “gap year” to travel. While this trend is currently resonating with those near retirement, 52% of all travelers agree that you can take a gap • Salta, Argentina • Seogwipo, South Korea • Jodhpur, India year at any age. • Swinoujscie, Poland 47% • Takamatsu, Japan Say they intend to become more adventurous once they’re retired • San Juan, Puerto Rico Zabiljak, Montenegro 19% • Yerevan, Armenia Of global retirees are planning a gap year Sources: Booking.com Travel Predictions 2020, Lending Tree 2017 Millennial Savings Study Inspira Marketing Group / 50 Washington Street, Norwalk, CT 06854 Dan Sullivan, Chief Engagement Officer [email protected] / 203.856.0173 INSPIRA CREATES EXPERIENTIAL MARKETING ACTIVATIONS THAT DRIVE ENGAGEMENT BEYOND THE FOOTPRINT. Contact us to learn more.