A new report has taken a deep dive into the post-pandemic trends that brands and companies need to take into consideration “to drive engagement, conversion and sales”.
Euromonitor International says there has never been a more critical time to understand consumers’ travel preferences and habits.
“Everything has changed, especially consumer values and priorities. Global tourism spending is set to take at least five years to return to pre-crisis levels,” the market research company suggests.
Highlights of Euromonitor International’s Voice of the Consumer: Travel Survey 2021 include:
Millennials on the move
In the wake of the pandemic, as borders were shut by bans and restrictions, Generation Z were the most heavily impacted in terms of trips taken because they tend to hold less secure, informal jobs.
Millennials showed the strongest resistance to income and job challenges, taking high levels of domestic trips.
For older people aged 60+, there is less interest in taking frequent day trips, the preference is to take a day trip closer to home every couple of months. This is not due to income, and is instead a result of the pandemic and health concerns.
Kids come along for the ride
For luxury travellers, taking a break with their children has grown in importance. Travelling solo or with friends is less popular.
“With this insight into the importance of family, travel brands and destinations/destination management organisations must ensure that they align their service and experience offer across the customer journey – from inspiration, booking, in-trip and back home again,” Euromonitor International says.
Don’t forget diversity
The pandemic has shone a harsh light on inequalities faced by millions and spurred movements, such as #BlackLivesMatter, with consumer activism reaching new heights.
“It is vital that travel brands and destinations fully embrace the need for diversity and inclusion in their products, services and marketing strategies,” Euromonitor International advises.
While health, wellness and culture remain popular, relaxation in the great outdoors is top on travellers’ wish lists among all groups polled by Euromonitor.
That’s smart, China
China is by far the most mobile-first country when it comes to booking travel. Some 56.% of Chinese consumers are booking their trips on a smartphone in 2021 — even those aged 45 and up (49.3%) — followed by Vietnam and Saudi Arabia.
“Mobile dominance is due to technologically advanced players like Trip.com, with an arsenal of AI, big data and analytics, leapfrogging developed markets, thanks also to its growing young population,” says Caroline Bremner, industry manager, travel, Euromonitor International.