In a compelling keynote at TTM+ 2024, Victoria Loomes, head of trends at TrendWatching, outlined three future travel trends poised to shape the industry and help travel operators future proof their businesses.
The rise of awescapes
People crave experiences that leave them breathless and ignite personal growth. This trend, termed “Awescapes” by Loomes, highlights the power of awe-inspiring travel. The takeaway for the travel industry is clear: curate experiences that go beyond the ordinary and leave a lasting emotional impact.
TrendWatching’s Victoria Loomes addressing the audience at TTM+ 2024 in Phang Nga, Thailand (Photo: Anne Somanas)
“Awe is an emotion that scientists have actually only really been researching for the last two decades – and they continue to uncover the benefits of awe, which include making people kinder and emotionally resilient,” Loomes noted.
She said travel companies can capitalise on this by designing trips that immerse travellers in stunning environments and moments of wonder.
A great example is Cotopaxi’s “bucket list” stipend programme, which incentivises employees to partake in awe-inspiring adventures. This not only boosts employee morale but also aligns perfectly with the consumer desire for rejuvenation and connection with nature.
AI companions
The second trend highlighted by Loomes is the transformative role of artificial intelligence (AI), which she terms “AI Genies”.
One research study by Europol predicts that by 2026, 90 per cent of online content will be AI-generated. Not only will most content be AI-generated, but AI is poised to move beyond simple convenience and into a more transformative role of companionship, which has innovative implications for the travel industry.
“Imagine a future where AI not only plans your trip but also acts as a companion, enriching your journey,” remarked Loomes.
This is already becoming a reality. Nissan’s AI-powered stuffed toy keeps children entertained during travel, while VRX Health’s virtual therapist offers mental health support using virtual reality.
The future holds even more possibilities, with AI companions poised to provide personalised and responsive services throughout the travel experience.
This is illustrated by the TERRA – termed a “companion for mindful wandering”, this open source project between Modem and Panter&Tourron aims to develop an AI-pebble that fits into the palm of the hand and helps travellers navigate, keeping travels screen-free.
Combating loneliness
The final trend, “Villaged Squared”, addresses the increasing global epidemic of loneliness and the rising importance of community.
“The number of people living alone is growing worldwide as a result of rising divorce rates, delayed marriage, and more women participating in the workforce,” Loomes stated, elaborating that this demographic shift presents an opportunity for the travel industry to foster connections and create community-centric experiences.
Innovative examples include laundromats leveraging their 24/7 operating hours to host soccer match screenings for people in different time zones from the matches – as in a recent collaboration between Heineken and WashEnjoy, thereby transforming mundane spaces into vibrant community hubs.
Similarly, Hotel Indigo’s Borrowed by Hotel Indigo programme – where guests can ‘borrow’ from the neighbouring local small businesses – as well as Enuove’s Tokyo café, Dial, which offers conversation prompts to encourage interactions, illustrate how travel can facilitate meaningful social connections.
“There is a great opportunity for brands to think about how they can become community builders,” Loomes shared, urging operators to consider how their services can combat loneliness and enhance social well-being.
TrendWatching is a resource for consumer trends, insights, and innovations, driven by expert analysts, AI, and a global network of over 1,000 spotters in 90+ countries who identify and highlight trend-driven opportunities for businesses.
In a compelling keynote at TTM+ 2024, Victoria Loomes, head of trends at TrendWatching, outlined three future travel trends poised to shape the industry and help travel operators future proof their businesses.
The rise of awescapes
People crave experiences that leave them breathless and ignite personal growth. This trend, termed “Awescapes” by Loomes, highlights the power of awe-inspiring travel. The takeaway for the travel industry is clear: curate experiences that go beyond the ordinary and leave a lasting emotional impact.
“Awe is an emotion that scientists have actually only really been researching for the last two decades – and they continue to uncover the benefits of awe, which include making people kinder and emotionally resilient,” Loomes noted.
She said travel companies can capitalise on this by designing trips that immerse travellers in stunning environments and moments of wonder.
A great example is Cotopaxi’s “bucket list” stipend programme, which incentivises employees to partake in awe-inspiring adventures. This not only boosts employee morale but also aligns perfectly with the consumer desire for rejuvenation and connection with nature.
AI companions
The second trend highlighted by Loomes is the transformative role of artificial intelligence (AI), which she terms “AI Genies”.
One research study by Europol predicts that by 2026, 90 per cent of online content will be AI-generated. Not only will most content be AI-generated, but AI is poised to move beyond simple convenience and into a more transformative role of companionship, which has innovative implications for the travel industry.
“Imagine a future where AI not only plans your trip but also acts as a companion, enriching your journey,” remarked Loomes.
This is already becoming a reality. Nissan’s AI-powered stuffed toy keeps children entertained during travel, while VRX Health’s virtual therapist offers mental health support using virtual reality.
The future holds even more possibilities, with AI companions poised to provide personalised and responsive services throughout the travel experience.
This is illustrated by the TERRA – termed a “companion for mindful wandering”, this open source project between Modem and Panter&Tourron aims to develop an AI-pebble that fits into the palm of the hand and helps travellers navigate, keeping travels screen-free.
Combating loneliness
The final trend, “Villaged Squared”, addresses the increasing global epidemic of loneliness and the rising importance of community.
“The number of people living alone is growing worldwide as a result of rising divorce rates, delayed marriage, and more women participating in the workforce,” Loomes stated, elaborating that this demographic shift presents an opportunity for the travel industry to foster connections and create community-centric experiences.
Innovative examples include laundromats leveraging their 24/7 operating hours to host soccer match screenings for people in different time zones from the matches – as in a recent collaboration between Heineken and WashEnjoy, thereby transforming mundane spaces into vibrant community hubs.
Similarly, Hotel Indigo’s Borrowed by Hotel Indigo programme – where guests can ‘borrow’ from the neighbouring local small businesses – as well as Enuove’s Tokyo café, Dial, which offers conversation prompts to encourage interactions, illustrate how travel can facilitate meaningful social connections.
“There is a great opportunity for brands to think about how they can become community builders,” Loomes shared, urging operators to consider how their services can combat loneliness and enhance social well-being.
TrendWatching is a resource for consumer trends, insights, and innovations, driven by expert analysts, AI, and a global network of over 1,000 spotters in 90+ countries who identify and highlight trend-driven opportunities for businesses.