Travel is not just back on the agenda; it is rising to the top of the list. Individuals across the world are catapulting travel experiences to something they need to have, repositioning exploration as a vital tenet of a healthy, happy and meaningful life.
With the leisure travel market well and truly back to ‘normal’, there is a discerning shift in travel habits and preferences that are becoming evident across the Europe, Middle East, and Africa (EMEA) region.
According to recent consumer research conducted by The Future Laboratory and Marriott Bonvoy, two prominent trends are poised to shape the future of travel: sustainability and artificial intelligence (AI).
Sustainable journeys
In a significant departure from mere 'revenge travel’, the resurgence of travel is characterised by a deliberate emphasis on meaningful experiences. Sustainability has transitioned from a 'nice-to-have' to a 'must-have’.
The modern traveller, particularly those under 45, recognises the intrinsic value of ecologically responsible choices and is willing to pay over 20% more for environmentally friendly accommodation.
This commitment to sustainability extends beyond a mere preference for green options. Today's travellers seek accommodations and hospitality spaces that authentically engage with and benefit local communities.
AI-driven experiences
The second key trend on the horizon is the integration of artificial intelligence into the travel experience. AI, particularly generative AI, increasingly influences travel plans, with nine in ten users reporting its impact. As technology evolves, AI is expected to become a mainstream tool for holiday planning in the next three years.
Travellers are embracing a streamlined approach to technology, favouring one-stop-shop apps for planning, booking holidays, and exploring destinations on arrival.
Recognising this trend, travel brands are leveraging the power of AI to optimise and personalise experiences, allowing travellers to reshape spaces, itineraries, and services to align with their individual needs and expectations.
The evolving landscape of travel reflects changing priorities in the aftermath of recent disruptions. Customer expectations and attitudes to travel have undergone a massive shift, with a heightened focus on sustainability and AI.
“As hoteliers, our attention must be directed towards exceeding expectations and providing value beyond checkout. The future promises exciting developments as brands innovate to meet the evolving demands of today's conscious and tech-savvy travellers,” said Neal Jones, Chief Sales & Marketing Officer, Marriott International – EMEA.
