In a keynote presentation for an online event on “Rebuilding Travel” (in partnership with The Trampery and Amadeus), Globetrender editor and founder Jenny Southan shared some insights into what lies ahead for the future of travel, from price hikes to hedonism…
At Globetrender, when we predict trends, we always assess the Social, Technological, Economic, Environmental and Political forces at work that are gaining significance in the world. So what do we have coming up that we need to prepare for?
RECALIBRATED FREEDOM: We still have a long way to go in terms of countries fully reopening borders but there is hope on the horizon for increased freedoms from the UK to the US and Australia, for example, by the end of this year.
VACCINE PASSPORT EXPIRY DATES: for those of you who don’t know, Croatia and Austria both recently announced they would not be accepting vaccine passports from UK travellers who received their second jab more than 270 days before arrival. For those whose status has expired, they will need a booster shot.
PRICE HIKES: over the coming months, airlines, hotels and other travel companies will increase prices as demand returns and countries open up. Just a few days ago, Ryanair chief executive Michael O’Leary said flight prices could be “dramatically higher” next year due to a combination of reduced services and increased demand.
HYBRID WORKING: as people begin to spend more time in the office, there will be a somewhat awkward transition to hybrid working, which sees employees splitting their time between a central office, a shared co-working space, their home and even in a location abroad. With a sharp rise in people quitting their jobs, companies will need to go the extra mile to win new talent – and flexibility will be a top priority.
THE CLIMATE EMERGENCY: An on-going challenge, things will be hotting up in 2022. Towards the end of the year, the UN Climate Change Conference, COP28, will take place, and a growing sense of urgency will be forcing travel companies and consumers to take more responsibility.
What are the changing needs and desires of travellers?
Globetrender has identified a series of conscious and sub-conscious drivers that will be influencing the decisions of travellers in 2022…
Reassurance and certainty: We are living through an extended period of heightened stress. Adrenaline and cortisol levels remain high. Crossing borders will continue to be complicated and stressful. As people begin to travel again, they will want reassurance and certainty that there won’t be any problems during their journey and they will be able to share a hug with people they love when they get there.
Hedonism and liberty: Covid fatigue is real – and I am not talking about the physical manifestations of the illness. Many people have literally had enough of worrying about it and just want to have fun again. With vaccines programmes generally going well, there will be a shift away from Isolation Vacations to festivals, beach parties, nightclubbing and other forms of enthusiastic socialising.
Familiarity and nostalgia: After a long time away from visiting our favourite destinations, and an on-going moral hangover due to the state of the world, many of us will be craving the good old days when life seemed safer and more innocent. We will return to destinations we have loved in the past and seek out places that offer charm, comfort and retro vibes.
Inspiration and motivation: Have you heard about the Great Resignation? According to the World Economic Forum 41% of global employees plan to leave their jobs this year to find new opportunities or build their own businesses. For these people, travel will be a way of finding inspiration and ideas, and taking on new challenges.
Relaxation and nourishment: Never has there been more of a need for a good bit of R&R. Even though we aren’t in lockdown any more – the threat of it is still there – and we are collectively exhausted. There is a deep need for mental and physical recovery in places that nourish our mind, body and soul.
Rebirth and transformation: Moving on from a past self and embracing a better one is something that many people are aspiring to at the moment. There is a collective desire to upgrade one’s life, to self-optimise, to discover meaning and to reinvent. Travel is often perceived to be the perfect way to go beyond the boundaries of the every-day.
You can watch the whole presentation here.
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