Travel in 2023:

Connecting People,
Places & Planet
Travel Trend Report, November 2022

With the kind contribution of:

 SUMMARY

3 21 METHODOLOGY
Introduction #Hutlife
A variety of research and
analysis methods were used

5
in the creation of this Trend

24
Report.

The eight trends were iden-

2023 Travel Trends Journeys With tified based on interviews
with industry leaders, analy-
Momentum sis of industry reports, data
research and conversations

6 with dozens of relevant busi-

nesses to gather global pers-

27
pectives. Euronews Travel
Regenerative Travel reporting also helped inform
the trends.

Hyper Sources included 2022 sustai-

9 Personalisation nable travel reports from

Expedia Group Media Solu-
tions and Booking.com, data
Virtually Enhanced and perspectives from the

30
Global Hotel Alliance (GHA),
Destinations the International Civil Aviation
Organization (ICAO), Cruise
Lines International Associa-
Conclusion
12
tion (CLIA) and many others,
as well as insights from the
European Travel Commission
(ETC) and World Tourism
Rail Revival
33
Organization (UNWTO).

The case studies were iden-

Euronews &
15
tified using various tools,
including analysis of industry
Euronews Travel insights and data and con-
versations with business
NFT Travel representatives. A series of
verbal and written interviews

34
were then conducted with
key spokes-people to gather

18 About Expedia Group

quotes and other factual
information.

Electrified Escapes Media Solutions

Authors
Lorna Parkes Damon Embling
Editor, Travel Journalist & Journalist, Reporter &
Euronews Travel Contributor Presenter for Euronews
Lorna Parkes has reported on travel for more than a Damon is a seasoned journalist, with a spe-
decade, contributing to and overseeing scores of cialism in travel and tourism. He regularly
guide and reference books for Lonely Planet as well as reports from key global industry events
writing for travel magazines and newspapers with and moderates high-profile debates on the
global reach. If she’s not at her desk getting the inside future of the sectors. Damon has produced
track on the industry from tour operators, hotels and and presented several travel programmes
airlines, she’s on the ground speaking to travelers. for Euronews, from around the world.

2 - Summary
 INTRODUCTION
It’s been an enormous challenge to predict where travel Changes to the distribution of workers has also hit the travel
is headed in 2023. On the one hand, it feels as though the industry within its own ranks. Staffing has become a huge
pandemic has fundamentally changed the global travel problem for travel, tourism and hospitality in 2022, with
industry. Yet some aspects of travel are – perhaps unexpec- people leaving these industries and not returning.
tedly – snapping back to pre-2020 norms.
Eduardo Santander at the European Travel Commission
Passenger volumes in cruising, for example, are set to reco- (ETC) believes the industry needs to take note: “This could
ver and exceed 2019 levels by the end of 2023, according be an opportunity for tourism to reinvent itself and to make
to Cruise Lines International Association (CLIA). And earlier a positive contribution to this societal change.”
this year, the International Civil Aviation Organization (ICAO)
forecast that by the end of 2022, total seat capacities within Whereas change may have been hard to action before covid
and between North America, Europe, the Middle East, South due to a lack of political commitment and fragmented
West Asia and the Latin America/Caribbean region will all approaches, Santander believes that now is the time
more or less reach pre-pandemic levels. for the travel industry to unite in order to push through big
reforms. “I think 2023 could be a year of harmonisation
Sandra Carvao and also a year of good policies for people. We have to go
Chief of Tourism Market Intelligence back to the people, starting with the workers, creating an
& Competitiveness, World Tourism environment where they feel well treated and we retain the
Organization (UNWTO) talent in the future,” he says.

We need to rethink The World Tourism Organization (UNWTO) also believes

that 2023 will be a year of reform. Sandra Carvao, chief of
the governance of tourism; tourism market intelligence & competitiveness, says, “We
how we co-ordinate amongst saw in the pandemic that we need to rethink the governance
of tourism; how we co-ordinate amongst ourselves in the

...
ourselves in the sector sector and with the private sector. I think that we will see a
lot of that consolidating in 2023.”
and with the private sector.

Though it remains to be seen how big an

impact the pandemic will have on the
future of travel, it’s clear that we
are facing seismic societal shifts.
Digital nomadism, for example,
has been a growing trend in the
past few years but could become
a realistic lifestyle for many more
professionals in 2023 thanks to
a global pandemic-driven
focus on flexible, remote
working and an
explosion of digital
nomad visas coming
into effect.

3 - Introduction BACK TO SUMMARY ›

 INTRODUCTION

People and planet Transparency and unity

The social aspect of travel will be more important than ever While sustainability in all its forms will be a dominant topic
next year and this extends all the way from staff to local in 2023, it’s clear the industry still has a lot of work to do
community relationships to how and with whom customers on how it communicates green credentials, initiatives and
choose to travel. Multigenerational travel boomed in 2022, as impacts to travelers. Awareness is growing among consu-
travelers sought to claw back precious moments with loved mers, but could still be a lot better.
ones after two years of lost connections. That trend might
not have longevity, but what will remain is the desire for Part of the problem in recent years has been the disparate
unity and more meaningful human interactions as people marketing strategies and accreditation programmes used
travel the world with new eyes. by travel businesses.

With that in mind, 2023 is likely to be a year of building

bridges with the aim of facilitating deeper, more meaningful Eduardo Santander
connections between people and places. “We need to put a Executive Director / CEO,
huge focus on destinations, enabling people to understand European Travel Commission (ETC)
how they can profit from tourism if there is the right approach,
with the involvement of local communities,” says Santander. This could be an opportunity
Community involvement is also crucial for the next era of
for tourism to reinvent
sustainable travel, which will see travel businesses scrutinised itself and to make a positive
on far more than simply whether or not they recycle or ditch
single-use plastic. The social, economic and cultural impact
contribution to this societal
of travel on destinations and communities are becoming change.
equally important markers of engagement.

At the same time, travelers are yearning for more nature- Consumers simply haven’t felt empowered to make
based tourism experiences. Soft adventure is booming and educated, informed decisions on how to travel in a sustai-
consumers are prioritising destinations that get them out nable way. Data from Expedia Group Media Solutions’
into the natural environment. In light of this, the UNWTO 2022 Sustainable Travel Study showed that 70% of
says it is currently working on rural tourism as a way of consumers feel overwhelmed by starting the process
diversifying the travel experience while engaging better of being a more sustainable traveler, and 2 in 3 want to
with communities. see more sustainability information from travel providers.

Meanwhile, the UK’s Responsible Travel CEO Justin Fran- Next year we’re likely to see an unprecedented number of
cis predicts that the increasing focus on both nature and travelers start to demand this transparency from the tourism
people in 2023 will finally bring environmental justice into industry. ETC’s Santander says: “We think there’s going to be
the spotlight in 2023 – “sorting out the imbalance a huge change of paradigm when it comes to
that means the poorest often suffer the most decision-making at the consumer level. But
environmentally.” also at the supplier level, where we
see a lot of businesses are under
scrutiny of public opinion
when it comes to the
future approach to
sustainable goals.”

4 - Introduction BACK TO SUMMARY ›

 2023 TRAVEL TRENDS

Regenerative
Travel 1 Virtually
2 Enhanced
Destinations

Rail
Revival 3
4 NFT
Travel

Electrified
Escapes 5
6 #Hutlife

Journeys with
Momentum 7
8 Hyper
Personalisation

5 - 2023 Travel Trends BACK TO SUMMARY ›

 Regenerative
1
T R E N D

Travel

T
he next iteration of
eco-tourism will go
beyond the calls to
‘tread lightly’ and
‘leave no trace’.

In 2023, the focus

will move towards
nature positive and carbon neutral/
positive travel. After a year in which
the climate emer-gency has become
headline news, it will no longer be
enough for travel businesses to simply
aim to minimise their impact on the
environment.

Tour operators, destination bodies

and hotels will be tasked with the job
of actively repairing, restoring and
investing in nature, in order to keep
pace with consumer sentiment.

6 - Trend 1: Regenerative Travel BACK TO TRENDS ›

 Regenerative
1
T R E N D

Travel
by 2030 in an effort to halt climate catastrophe. And travel
companies and destinations are realising that they can help
get us there.

New Zealand pioneered the idea of regenerative travel during

the pandemic, announcing plans to decarbonise travel, partly
by incentivising electric vehicles and restoring landscapes
Floods, heatwaves, forest fires and droughts have all sharpe- that have been damaged by tourist footfall. Exodus is one
ned consumer focus on the environment in 2022, building on travel company leading the way with its pledge to become
people’s desire to reconnect with nature coming out of the nature net positive by 2024. The jewel in its crown is a huge
pandemic. The result is that sustainable travel is finally going rewilding project in the Apennines of Italy, partially funded
mainstream, with 90% of consumers looking for sustainable by trip bookings, which has the potential to remove approxi-
options when travelling, according to research from Expedia mately 1,500 tonnes of carbon every year.
Group Media Solutions.

More travelers than ever before are asking what hotels,

destinations and tour companies are doing for the environ-
ment. Data from Expedia Group Media Solutions’ Sustainable
Travel Study shows 65% of consumers would like to opt for
environmentally friendly transportation or lodging on their
next trip. Additionally, 39% of consumers are willing to
pay more for sustainable options, like carbon offsets,
the next time they travel.

This growing consumer desire to make more sustai-

nable travel choices screams opportunity, putting
forward a compelling argument for travel companies
who have not previously considered themselves part
of the sustainable/eco sector to join the movement.

In the hotel market, we’ll start to see a move towards

carbon positive builds and circularity (reuse of
materials). Crowne Plaza Copenhagen Towers,
for example, is already turning waste products
into new resources. The US’s first carbon positive
hotel, Populus, is due to open in Denver in late
2023. Hype is growing for the opening of Six Senses
Svart in 2024, which plans to harvest all of its own
energy in a wild area of Arctic Norway.

65%
UK travel company Responsible Travel is seeing such a move
towards regeneration among its holiday partners that this
year it launched a nature positive hub, including a nature
positive map (www.responsibletravel.com/copy/nature-map)
of consumers would like that explores the holidays it offers that are “actively helping
to opt for environmentally to save the places – and wildlife – we can’t afford to lose.”

friendly transportation or In December 2022, almost every country in the world is

scheduled to attend COP15 UN Biodiversity Conference
lodging on their next trip.* in Montreal, Canada, for what is hoped will be a hugely
important step towards halting nature damage. The aim is
However the drive for ‘carbon neutral/positive’ remains a to agree a new global framework for protecting biodiversity,
murky playing field, often reliant on offsets instead of real in a similar vein to the Paris climate agreement. This should
carbon reductions. What is more encouraging is the move only serve to inspire the tourism sector further.
towards biodiversity regeneration: tree planting, habitat
restoration and other investments in nature. More than
100 countries have now signed up to the ‘30x30’ pact – a *Sustainable Travel Study, Expedia Group Media Solutions, April 2022

global commitment to protect at least 30% of land and sea

7 - Trend 1: Regenerative Travel BACK TO TRENDS ›

 CASE STUDY
1

Eco-friendly hotel
T R E N D

goes local with

nurturing nature
Credits: Bellagroup

Soon after the Crowne Plaza Copenhagen Towers opened in 2009,

it won the title of the world’s greenest hotel. With a wealth of
eco-friendly features, it was a trailblazer for sustainability and still turns
industry heads today. But the hotel is not standing still, with the demand
for regenerative travel further transforming its vision of responsibility.

Step inside the Crowne Plaza Copenhagen Towers and you’ll “We’re trying to arrange a lot more experiences for the guests
soon realise why this hotel is described as super-sustainable. when they come into the hotel, experiencing what’s going
In the atrium, there’s a 1,400 square-metre forest, thriving on in the local environment. Trying to get them to see, for
under perfect climatic conditions thanks to a glass roof above. example, why we need to preserve this great big green
Recycled concrete has gone into the flooring and ceilings area,” says Kaspar.
have been partly made from recycled plastic cups and
cutlery. The stairs and walkways are covered in rubber made
from upcycled car tyres and bicycle tubes. Kaspar Mørk Arianto
Bellagroup Communications Director
Then there’s smart lighting, an innovative groundwater
heating and cooling system, solar panels and a zero-waste They want to actually not only
approach to food and the conversion of leftovers into biogas.
All making the Crowne Plaza carbon neutral, using 65% less be part of let’s say, bringing
energy overall than similar-sized hotels.
down CO2 emissions, but
also engaging with the local
community, exploring the
nature surrounding the hotel.
Credits: Bellagroup

“We’re looking to create a running club. Guests would help

to raise money by clocking up miles in Amager Faelled and
adding them to an app, which would show progress towards
a collective goal. The hotel would then donate to a specific
cause. It could be for preserving the Common, planting trees
in the local area or something else related to climate action
But, amid the emergence and growth of regenerative travel, or nurturing local communities.”
it’s now stepping things up another gear.
For the Crowne Plaza Copenhagen Towers, it’s not about
“Right now, what we’re experiencing is a customer base re-inventing the hotel’s visionary approach to sustainability.
looking for something more, something else,” explains “It’s more about how we apply that to the changes we’re
Kaspar Mørk Arianto, Communications Director for the Danish seeing right now,” explains Kaspar, “both in customer
Bellagroup, which operates the Crowne Plaza Copenhagen demands, but also the world that is surrounding us.”
Towers. “They want to actually not only be part of let’s say,
bringing down CO2 emissions, but also engaging with the
local community, exploring the nature surrounding the hotel.”

The Crowne Plaza, on the outskirts of Copenhagen, is located

next to a giant green area, including a nature park, called
Amager Faelled (Amager Common). It’s become a focus for
the hotel’s regenerative approach to hospitality.
Credits: Bellagroup

8 - Trend 1: Regenerative Travel BACK TO TRENDS ›

 Virtually Enhanced
2
T R E N D

Destinations

T
he pandemic forced
travel companies, at-
tractions and destina-
tions to get on board
with technology in
ways they’d never
previously imagined.

Coming out the other side, the same

absorbing technology will be em-
ployed to enhance the visitor expe-
rience rather than replicate it. Feeding
into increasing interest in the meta-
verse, virtual and augmented reality
can transport travelers back in time,
reconstruct important relics or even
suggest what they might come to
look like in the future.

Much to their delight, tourists will find

3D immersion creates a picture that
can paint a thousand words.

9 - Trend 2: Virtually Enhanced Destinations BACK TO TRENDS ›

2

Virtually Enhanced
T R E N D

Destinations
Now, virtual travel is evolving. Armed with the possibilities
of VR that the pandemic unleashed, a handful of cultural
You might call it a natural progression of Google Earth or the attractions have started to look at how they can benefit
360-degree video tours that hotels now commonly employ from virtual enhancements. Freed from reality, VR and AR
to show off their properties before customers book a room. technology is enabling key tourist sites to immerse visitors
But the potential of augmented reality (AR) and virtual reality like never before. And destinations that have big historical,
(VR) to enhance the travel experience came on in leaps and artistic or architectural attractions have huge scope to benefit.
bounds during the pandemic.
France is one country at the forefront of this hybrid tourism.
In Paris, for example, the Eternal Notre Dame VR experience
bills itself as time travel. Over 45 minutes, groups of up to
Fabien Barati
50 visitors at a time can tour 850 years of cathedral history
Emissive CEO
in a more engaging way than a physical exhibition could
ever dream of achieving. Immersion is key, taking tourists
In our mind, VR is into a living, breathing version of Notre Dame’s ageing,
complementary to an actual fire-battered shell.

visit, adding a new perspective The company behind the experience, Emissive, calls its work
“immersive expeditions”, designed to be shared with loved
on the destination. ones. “In our mind, VR is complementary to an actual visit,
adding a new perspective on the destination,” said Emissive
When the world came to a standstill in 2020, these technolo- CEO Fabien Barati. “VR brings more: allowing access to areas
gies quickly became a lifeline for frequent travelers. Whereas closed to the public and even travelling in time to discover
once the technology was ignored by destination marketing cultural sites in their original context and meet historical
boards and travel companies, almost overnight you could characters.”
take a tour of a cobbled medieval town in Romania, join ice
bathers in Helsinki or go shopping in the fragrant souks of The same techniques are employed in Carcassonne in France’s
Marrakesh – all without ever leaving home. Languedoc region, where a 30-minute VR experience inside
the fortress walls allows tourists to travel through different
periods of the castle’s history. And in September 2022,
Hamburg employed the technology to look both to the past
and future, when global technology brand HONOR challenged
two popular artists to use AR to creatively reimagine the
Wasserschloss – an iconic, Unesco-listed landmark.

“The project aims to inspire global creative talent

to leverage innovations such as AI, AR and Spatial
Audio to connect communities with culture in
more immersive ways and support the global
tourism rebound, as the world embraces the
connected future,” said HONOR.

Could we see the same technology played out

in other destinations rich in heritage attractions?
Absolutely yes. The collapsed Mayan kingdom
could be brought to life at the temples of Chichen
Itza in Mexico, for example. Or Morocco’s Roman
city of Volubilis could be pieced back together
to make sense of all the isolated columns and
well-worn floor mosaics. In-destination VR
experiences could potentially even be used
to minimise further damage at fragile sites
that are suffering from excessive tourist
footfall.

10 - Trend 2: Virtually Enhanced Destinations BACK TO TRENDS ›

 CASE STUDY
2

VR gives
T R E N D

museum art
a hi-tech twist
Courtesy: VR Spot

Already offering a virtual, online tour, Lithuania’s

M. K. Čiurlionis National Museum of Arts has now
stepped up its use of technology to offer visitors
an immersive, virtual-reality experience, exploring
the work of a renowned artist and composer.

For some, museums and art galleries are a fascinating, trea- But while this Lithuanian museum is tapping into the trend
sure trove of old artefacts and creativity. For others, they of virtually enhanced destinations, it also sounds the warning
can seem dull and uninteresting. bell that technology can be ‘over-used.’ “While there’s a lot
of technology out there and people who want it, there’s also
Step forward immersive tech. A tool that’s now being a shift with people wanting to get offline and see the world
deployed to boost their appeal and encourage a broa- without it,” emphasises Greta.
der range of visitors through the door. At Lithuania’s M. K.
Čiurlionis National Museum of Arts, in the south-central city
of Kaunas, a virtual reality film called “Trail of Angels” is
arousing lots of interest.

It’s an immersive animation which takes the viewer into

a mysterious after-life world as an angel, to explore 60
famous paintings of Lithuanian artist and composer
Mikalojus Konstantinas Čiurlionis. They include the Sonata of
the Stars, Sonata of the Pyramids and the Funeral Symphony.
The original paintings are also on show at the museum.

Courtesy: VR Spot
“We have very different visitors. Yes, this is a new experience,
and we have a lot of people who love it. But we also have a
Courtesy: VR Spot

lot of people who want to see not so immersive, but inter-

active solutions too.” She continues: “It’s really important to
find that balance between technology and art appreciation.
I think we will welcome opportunities. What kind of oppor-
tunities, we still don’t know.”
The surroundings seen in VR goggles react to the viewer’s
gaze, with the environment changing and taking them closer
towards the paintings. “We have many young people, they Greta Katkevičienė
like the project. We hope the success of this project will be Museologist
that they visit the Čiurlionis exhibition and see the original
paintings,” explains Curator Danutė Gruzdienė, from the M. Looking at the paintings is great,
K. Čiurlionis National Museum of Arts.
but also seeing them in a new
The VR experience is also on offer in the Lithuanian capital
Vilnius and the town of Druskininkai and is attracting tens of way offers a different perspective
thousands of users. “Looking at the paintings is great, but also of the paintings as well.
seeing them in a new way offers a different perspective of
the paintings as well,” says Museologist Greta Katkevičienė.

11 - Trend 2: Virtually Enhanced Destinations BACK TO TRENDS ›

 Rail
3
T R E N D

Revival

C
onvenience, cost and
carbon footprint are
all factors that will help
reignite a passion for
train travel in 2023.

As travelers look for

ways to be more eco-
friendly, a handful of private companies
are reviving night trains across Europe:
rail travel hasn’t looked this exciting
for decades.

New routes and technology upgrades

will tempt people who are keen to
slow their travels down and book
multicountry trips more sustainably,
re-inspiring just a bit of the thrill of
the Golden Age of rail travel in the
process.

12 - Trend 3: Rail Revival BACK TO TRENDS ›

3

Rail
T R E N D

Revival
The growing network of sleepers will make it more conve-
nient for travelers to incorporate train travel into holiday
itineraries, with overnight travel meaning the journey time
from A to B doesn’t have to eat up precious holiday days.
Emissions from long distance rail journeys are 20 times less
than your average commercial flight, so sustainability will
be a persuasive argument for passengers if trains become
Cost remains a key factor in making rail a serious alternative more accessible.
to air travel, but next year a raft of new launches will
help persuade travelers that long-distance trains can be Expedia Group Media Solutions’ Sustainable Travel Study
convenient, comfortable and fun. For now this rail revival shows that 47% of consumers are looking to use more envi-
focuses on Europe, but President Biden’s US$66 billion (€68 ronmentally friendly transportation options on their next trip.
billion) funding package for USA passenger rail could also And 28% of consumers want to see sustainable options for
soon boost cross-country rail travel in the States. train transportation specifically, proving that there is strong
demand for a rail revival.

28% The more routes that come on line, the more realistic no-fly
itineraries will become. Intrepid is one example of a sustai-
nably-minded tour operator who is already getting on board
want to see sustainable – its recent partnership with UK slow travel company Byways
takes advantage of the resurgence of rail, connecting no-fly
options for train travelers to tour start points. Underpinning the resurgent
hype around trains is the promise of technology innovations
transportation specifically.* that could make high-speed rail a reality.

Polish startup Nevomo is developing MagRail technology

There are several long-term projects coming to fruition in that will use magnetic levitation to operate at speeds up to
Europe, including new trains from European Sleeper and 550kph on existing railroad track. Even more exciting is the
ÖBB’s Nightjet, and the long-awaited rebirth of Orient company’s ‘hyperloop’ vision – a cross between a train and
Express. Nightjet’s next-generation trains, which will start plane that will enable travel between Frankfurt and Berlin
being rolled out in 2023, will have mini suites that could in 30 minutes, travelling near the speed of sound at up to
be a game-changer – providing cabin privacy at couchette 1200kph. It is hoped that Nevomo’s first trains will start to run
pricing for solo travelers. between Krakow and Gdansk in 2023, reducing the journey
time from six hours to around 35 minutes. Watch this space.
Belgian-Dutch social cooperative European Sleeper, another
new player, says it’s on a mission to “put travel by night train *Sustainable Travel Study, Expedia Group Media Solutions, April 2022

back on the map”. Its first launch will connect Brussels to

Prague via Amsterdam and Berlin, but it also plans to launch
direct services to winter sports and sun destinations in
partnership with Sunweb Group. The hope is to kick off with
sleepers to the French Alps this December, followed by night
trains to the beaches of southern France in summer 2023.
In 2024, Parisian start-up Midnight Trains will start to
roll out its luxury Orient Express-style trains from
Gare du Nord to Rome, Porto and Copenhagen.

But nothing will compare to the rebirth of

Orient Express itself. Accor has bought the
luxury rail brand and now plans to relaunch
the legendary trains in 2025. Last month, the
new carriage designs by architect Maxime
d'Angeac were revealed to much fanfare
in an immersive digital exhibition in Paris,
combining 1920s-inspired interiors with
contemporary luxury. Running in parallel,
Accor is also gearing up to launch Orient
Express-themed hotels, starting with Rome and
Venice in 2024, capitalising on travelers’ renewed
enthusiasm for the Golden Age of rail travel.

13 - Trend 3: Rail Revival BACK TO TRENDS ›

 CASE STUDY
3

Night roving
T R E N D

around Europe
Credits: Nightjet - © ÖBB/Harald Eisenberger
on next-gen trains
Austrian rail company ÖBB is speeding ahead
with Europe’s rail revival, linking up several big cities.
The first of its next generation ‘Nightjet’ sleeper
trains are also on track for departure in 2023, rivalling
first class flights in comfort.

When it comes to rail connectivity in Europe, ÖBB is making figure by 2026. Helping to realise that goal will be Nightjet’s
a splash with its Nightjet services. It’s already connected new-look, seven-carriage trains, being rolled out from 2023.
Vienna, Munich and Paris as well as Amsterdam and Zurich Adopting super slick, ultra-modern design, they promise
via Cologne. more privacy and enhanced comfort, transporting travelers
overnight “in a climate-friendly way.”

Bernhard Rieder
ÖBB Spokesperson

These new trains will completely

change the quality of night

Credits: Nightjet - © ÖBB/Harald Eisenberger

train services. We really want
to bring the night train travel
market to the next level.

From December 2022, there’ll be trains from Vienna and

Munich to Genoa via Milan. Then, in 2024, a sleeper connec-
ting Berlin, Paris and Brussels is expected to hit the rails.
“In the last year, we’ve seen a clear revival of trains, of
international trains, but even more of night trains. Why?
Because people are thinking twice about taking a flight. The “These new trains will completely change the quality of night
important thing is that we provide the passengers with these train services. We really want to bring the night train travel
alternatives,” says Bernhard Rieder, an ÖBB spokesperson. market to the next level,” says Bernhard.

With around 1.5 million overnight train passengers before In the sleeping cars, passengers will be able to stay in a private
the pandemic, ÖBB now has its sights set on doubling that compartment with their own ensuite toilet and shower faci-
lities. And, for those going solo, innovative ‘mini cabins’ will
be on offer. Free wifi and wireless charging stations, along
with improved bicycle and sports equipment storage, will
be among the onboard perks too.

ÖBB stresses that the new trains will be for all budgets, with
the lowest price for a seat starting at less than €30 one-way.
“On the other hand, we have the higher class, the private
Credits: Nightjet - © ÖBB/Harald Eisenberger

cabins with a shower,” says Bernhard. “For sure, they’re

business travelers, but even families or travelers who want
to spend a little bit more money on the comfort.”

14 - Trend 3: Rail Revival BACK TO TRENDS ›

 NFT
4
T R E N D

Travel

N
on-fungible tokens
(NFTs) – digital
assets that live
on the blockchain
– are about to
break into the
travel industry.

Early adopters are using them as

keys to unlock physical travel expe-
riences and real-world private spaces/
networks around the globe.

And while NFTs are set to be big in

the luxury travel market, providing an
extra tier of exclusivity, they can also
be used to support fundraising and
sustainability projects.

15 - Trend 4: NFT Travel BACK TO TRENDS ›

4

NFT
T R E N D

Travel Lydérick Jadaud

Hotel Lancaster Director

Plastiks’ NFTs allow us

Picture this: you’re heading to Rio de Janeiro but instead
to demonstrate to our
of searching the web for the best boutique hotels, you tap guests that we share
into a blockchain network through a non-fungible token
(NFT). You don’t need a booking; all you need is your unique commitment to solving
digital asset that acts as a room key. You reach Rio and your
destination is a private hotel that only 10,000 travelers will
the current climate crisis
ever be able to sleep at. and helping to reduce
This is the premise of the Lucky Ape Travel Club, which was damaging single-use
founded in Tampa, Florida, in 2021. It was arguably the first
NFT company to specifically tap into travel and it occupies
plastic contamination.
the sweet spot where the metaverse crosses over with the
real world in a way that means travelers can actively benefit
from it.
But as these digital assets go more mainstream, with institu-
tions such as the British Museum launching NFT collections
in 2022, travel businesses are starting to take note.

Early adopters are testing out NFTs in several

ways, including hotel booking partnerships,
travel perks and fundraising/financing drives.
The idea of accessing an exclusive club is always
at the forefront with NFTs, in a similar way to
traditional airline and hotel membership clubs.

One company in the Dominican Republic,

Casa de Campo Resorts & Villas, has
partnered with NFT platform Pinktada
to launch NFTs that unlock hotel rooms.
Another hotel, the Lancaster in Paris, is
using them to demonstrate its commit-
ment to reducing single-use plastics by
offering NFTs that come with a Plastic
Recovery Guarantee.

Sustainability is an interesting intersec-

tion. In Bhutan, the new Trans Bhutan Trail
has launched a collection of NFTs to fund
sustainability projects along the trail and
to offer hikers exclusive experiences and
community connections. Each NFT has been
designed to represent one of Bhutan’s 205
Gewogs (group of villages).

Travelers can buy the NFTs through the

In October 2021, a report by consulting group Verified Market online marketplace Solsea and each one costs 10 solanas
Research estimated that the global NFT market was worth (around US$300). “We are using Solana as we understand
$11.3 billion (€11.6 billion). It projected annual growth rates it to be the most environmentally friendly of the major cryp-
of 33.7% for the next eight years, with the market expected tocurrencies,” said the Trans Bhutan Trail.
to hit $231 billion (€236 billion) by 2030. Despite these high
forecasts, until recently it’s a market that has been largely
ignored by companies in the travel space.

16 - Trend 4: NFT Travel BACK TO TRENDS ›

 CASE STUDY
4

Luxury hotels going

T R E N D

green and flexible

with NFTs
Photography: Hotel Lancaster

As NFTs begin to get a foothold in the global travel and tourism

market, a luxury hotel in Paris is combining the sale of them with
a green guarantee of removing plastic waste from the environment.
Another, in the Dominican Republic, is focusing on flexibility, using
an NFT platform for guests to book transferable reservations.

The five-star Hotel Lancaster, in the heart of Paris, has But it’s also the ‘room key’ application of NFTs that is most
joined forces with an NFT platform called Plastiks to prove likely to flourish in travel. Earlier this year, Casa de Campo
its commitment to sustainability. It’s selling tokens attached Resorts & Villas in the Dominican Republic became the first
to individual rooms. Each one comes not only with a digital hotel partner of Pinktada, an NFT platform that is hoping to
artwork of the guest’s accommodation, but also a guarantee shake-up the hospitality industry through the application of
for the removal of one ton of plastic waste in Brazil – achieved blockchain technology.
through a reverse logistics company called Green Mining.

“These NFTs allow our clients to directly contribute to the

global fight against plastic waste,” explains Hotel Lancaster
Director Lydérick Jadaud. “Today, people want to know where

Courtesy: Casa de Campo Resort & Villas

their money goes. The NFT is a way to have a guarantee.
Inside it, you can trace the salary of the workers who take the
plastics from the water or forest, you can trace everything.”
Photography: Hotel Lancaster

Pinktada has launched transferable RNTs (Room Night

Tokens), which allow guests to access competitive, discounted
rates on certain room types while also offering the flexibility
to sell or swap tokens if plans change.

“Blockchain and NFTs are changing the hotel industry as we

know it,” says Jason Kycek, Senior Vice President of Sales
and Marketing at Casa de Campo.

He continues: “It’s guaran-

The first batch of NFTs, 15 in total, went on sale in June this teed revenue for us. Once a
Courtesy: Casa de Campo Resort & Villas

year. Ultimately, the hotel aims to have one attached to each customer purchases a room
of its 54 rooms and suites, with prices ranging from around and it’s turned into an NFT, it
€500 to €5,000. is non-refundable. The other
benefit is that we’re able to
“If you just use NFTs with art, I think it’s going to remain a reach another consumer
small business. But if you add other things behind, like the that we probably wouldn’t
environment, recycling or sponsoring something great for be able to reach or engage.”
the earth, I think it will work quite well,” says Lydérick.

17 - Trend 4: NFT Travel BACK TO TRENDS ›

 Electrified
5
T R E N D

Escapes

E
lectric transport
technology is chan-
ging the way tou-
rists can experience
a destination.

As low-carbon acti-
vities become more
sought after, the electric travel market
will thrive in 2023. Following the recent
global e-bike boom, electrically powe-
red scooter tours, sledging, boat trips
and safaris are all starting to take off.

And despite lingering anxiety about

electric vehicle (EV) charger availabi-
lity and speed, e-car rentals will also
become a more realistic option for
travelers across Europe and the US
next year.

18 - Trend 5: Electrified Escapes BACK TO TRENDS ›

5

Electrified
T R E N D

Escapes but 2023 could be the tipping point. According to Expedia

Group Media Solutions’ data, 26% of consumers now want to
see sustainable options for cars/car rentals when travelling.
Rental giants such as Sixt and Hertz have been working with
manufacturers since before the pandemic to expand their
From Copenhagen to Cuba, e-bikes have become a ubiquitous fleets and EVs are now becoming easier to find for travel
part of the travel landscape in the past five years. In the car hire where demand is high, despite long wait times for
cycling sphere, the attraction of electric is clear. It opens up car deliveries in the broader market.
hilly terrains such as the Yorkshire Dales and French Alps that
many tourists couldn’t possibly have contemplated biking Hertz concentrates its EV fleet in countries where demand
around before. is highest and the charging infrastructure is there to support
it. The rental company’s EV fleet is biggest in Europe, spread
across 80 cities, thanks to the EU’s ‘Green Deal’ goal to install

26%
1 million charging points by 2025 (though news headlines in
2022 suggested it is unlikely to hit that target).

of consumers now want to see Locating charging stations with rapid chargers has been a
particular problem – last November, only 1 in 9 of the EU’s
sustainable options for cars/ charging points was a fast charger with a capacity of more
than 22kW. To combat this charger hunt challenge, Hertz
car rentals when travelling.* offers customers a Shell Recharge key fob, which allows quick
and simple access to 300,000 charge points across Europe
without the need for multiple apps to find charging stations.
Electric is now making its way into other areas of tourism. In
the Languedoc region of France, it’s possible to take off-road And 2022 also saw the launch of Berlin-based www.r3charge.
electric scooter tours along the Canal du Midi, visiting an olive com – the first hotel booking platform specifically for trave-
factory and riding through vineyards. In Iceland, tourists can lers with EV cars, covering Europe and the US. It works with
go whale-watching on silent electric boats. Visitors to Finnish more than 10,000 hotels equipped with EV charging points
Lapland can go e-sledding with homegrown technology deve- in 42 countries, so that travelers don’t need to stress about
loped in response to tourist demand for quiet, emission-free finding charging stations on the road or speed of charging time.
vehicles for journeys across the Arctic wilderness.
“Fast charging infrastructure on the road will develop step by
Noise pollution and carbon emissions are obvious factors step and car charging speed will increase. But why be forced
in the push for electric. Increasingly, tourists want to choose to spend time charging in an unwanted location, if you know
sustainable travel activities that minimise their impact on a you can find a reliable charging solution at your destination?”
destination. The Sustainable Travel Study from Expedia Group said r3charge co-founder and CEO Guillaume Bernhardt.
Media Solutions shows that 45% of consumers want to see
transportation options with lower environmental impact when *Sustainable Travel Study, Expedia Group Media Solutions, April 2022

planning a trip. Offering carbon-neutral, near-silent transport

and touring options improves the experience for tourists while
reducing disturbances and environmental concerns for local
communities and wildlife.

These issues are particularly prevalent in the safari

industry. Electric safari vehicles are still relatively rare
in Africa, but a small number of lodges, such as Lewa
Wilderness in Kenya, are trialling them. In Tanzania, the
company E-Motion has an ambitious plan to pave
the way for a more sustainable tourism future by
retrofitting safari vehicles and buses with electric
engines, introducing e-moto bikes to the country,
and rolling out charging points between Arusha and
Serengeti National Parks. In 2023, it hopes to improve
charging point technology so that batteries can be fully
charged in 30 minutes.

Driving range, charge time, cost and availability of

rental vehicles have been some of the biggest barriers
to take-up of electric cars in the holiday market,

19 - Trend 5: Electrified Escapes BACK TO TRENDS ›

 CASE STUDY
5

The rise of
T R E N D

e-powered car rentals

and road trips
Car rental company SIXT has its foot to the floor when it comes to electric
Courtesy: Sixt

vehicles, aiming for 70 to 90% electrification of its European fleet by 2030

to “further accelerate CO2 reduction and demand for smart e-mobility.”
There’s also no shortage of inspiration from rival Hertz, which is promoting
a top 10 of the most EV (electric vehicle) friendly routes in Europe.

With the rise of electrified escapes, it’s all to play for when Hertz has also gone big on electric in the past few years. Its
it comes to car hire companies going green. European EV fleet is now spread across 80 cities, concen-
trated in countries including the UK, Netherlands, France,
Germany-headquartered SIXT says 12 to 15% of its interna- Germany and Italy. Globally, around four percent of Hertz’s
tional fleet is expected to be electrified by the end of 2023 total fleet is currently BEV (Battery Electric Vehicles).
(including PHEV, plug-in hybrid; and MHEV, mild hybrid).
By 2030, as much as 90% of its vehicles in Europe could
be electrified.

It cites “limiting factors” such as the chip crisis and the avai-
lability of subsidies and electricity. “The market for electric
vehicles is growing across the globe. In Europe, the Nordics
are particularly strong, but also other countries like France,
the Netherlands and Germany see a growing demand,” says

Courtesy: Tesla Inc.

SIXT. “Nearly two thirds of surveyed SIXT customers saw
the use of rental cars as a good opportunity to get to know
electric vehicles. For more than 55%, prior use of an electric
rental car is important or very important in making a purchase
decision in favour of such a vehicle.”

Alan Melady, Head of Strategy at Hertz Europe, says: “In the

context of our European EV fleet, our proportion of electric
vehicles vs ICE [standard engine] vehicles will overtake the
broader market and, depending on supply, could reach five
percent of our total fleet by the end of 2022.”

Capitalising on traveler desire to drive electric, the car rental

Courtesy: Sixt

giant recently released its top 10 list of EV road trip routes

in Europe, to fuel travel inspiration. With the Netherlands
topping the list, followed by the likes of Northern Italy and
the Côte d’Azur, the ranking system scrutinises the number
of chargers available per mile.
Recently adopting a wide-ranging sustainability programme,
SIXT says the coming year will see customers being offered
access to most of the publicly available charging points in
its European corporate countries, currently 300,000, via a
new product in its App.

It has also pledged a major investment in charging facilities

at its own rental branches. “Today, the cars come back with
a full tank; in the future, we currently expect to charge the
cars for our customers,” says SIXT.
Courtesy: Tesla Inc.

20 - Trend 5: Electrified Escapes BACK TO TRENDS ›

6

#Hutlife
T R E N D

A
n increasing desire
for unique accom-
modation and more
intimate, personal
travel experiences
will drive consumer
demand for hut/ca-
bin stays in 2023.

Spurred by the pandemic-born trend

for immersion in nature, a growing
number of travelers will seek to dis-
tance themselves from other people
by ditching hotels in favour of rural
huts and cabins.

These tiny retreats tap into the recent

aesthetic appeal of vanlife and tiny
homes, and will attract a much broa-
der demographic than ever before.

21 - Trend 6: #Hutlife BACK TO TRENDS ›

6
T R E N D

#Hutlife
But there’s also a growing collection of one-off mini holiday
homes sprouting like mushrooms in fields, forests and on
mountainsides. In summer 2022, Valais’ Haut Val de Bagnes
became the new home of Cube 365, cradled at an altitude
of 2100 metres. Every year, this self-contained, all-comfort,
The desire for travelers to strike out into the wild has never high-tech mobile guesthouse travels between several loca-
been greater. For many city-dwellers, the pandemic was tions high in the mountains. It’s isolated, individual and
characterised by prolonged periods indoors. Now, swathes incredibly popular.
of people around the world are rejecting crowded, urban
environments and instead there’s a yearning for – and greater Australia, meanwhile, is set to see the completion of a large
appreciation of – nature. network of off-grid holiday cabins in 2023. The AUS$7.85
million (€5 million) project is a partnership between giant
Since the world opened back up, this mood has been reflected B-Corp tour company Intrepid and CABN, an Australian
in travel choices at every level of the market. Q3 2022 data company that specialises in building and renting off-grid,
from Vrbo shows that there has been a triple-digit, year- sustainable cabin accommodation. More than 70 cabins are
on-year increase in demand for alternative stays, indicating in the pipeline, which is expected to increase annual room
that travelers are looking to break out of the traditional nights from 4,000 to 26,000 across Australia.
accommodations on their trips.
Instead of guests being crammed into communal spaces at
Additionally, in spring 2022, a Solo Travel survey by hotels, the hut/cabin experience allows travelers to move
Hostelworld reported that 74% of solo travelers said they freely between their bed and the natural environment.
are looking for nature and natural world experiences. Hut Construction methods for huts are also significant, with
and cabin stays tap into this desire for natural connection, sustainable materials and low-impact building that meets
stripping back physical boundaries and bringing people with the approval of travelers who are increasingly conscious
closer to the outdoors. Often, these huts are positioned about environmental impact.
in untouched environments that showcase the landscape.

Once the preserve of hikers and low-budget travelers, hut

and cabin accommodation is now being given a new lease
Hut and cabin stays tap into
of life. In the Swiss Alps canton of Valais, ageing hikers’ this desire for natural connection,
huts are being upgraded to meet the higher standards of
comfort and quality expected by the area’s increasingly stripping back physical boundaries
demanding clientele.
and bringing people closer to
the outdoors.

“Each cabin is built from predominantly locally sourced and

sustainable materials and requires minimal infrastructure
with a ‘leave no trace’ philosophy. Their unique design allows
guests to immerse themselves in nature while encouraging
disconnection from everyday life,” said Intrepid of its
CABN partnership.

CABN’s huts are graded into different categories,

including ‘minimalist’ and ‘sustainable luxury’.
The company is already looking at “multi-cabin
retreat style projects” to develop eco-tourism
in little-disturbed natural landscapes across
Australia, including Myponga Reservoir on
the Fleurieu Peninsula and Cedars in Hahn-
dorf, both in South Australia, and the Cooloola
Great Walk on the Fraser Coast in Queensland.

22 - Trend 6: #Hutlife BACK TO TRENDS ›

 CASE STUDY
6

Tree house
T R E N D

holidays and tiny

star-gazing huts
Credits: A Tiny House Resort

Somewhere between a hut and a tent, Italy-born

StarsBOX offers travelers a unique overnight experience
amongst nature, falling asleep under starry skies.
While in the US, a resort offering all-year-round, tiny
holiday homes, is now branching out into tree houses too.

“It is a synthesis of shelter and travel,” says StarsBOX designer In the US, travelers can stay in miniature holiday homes
and architect Fabio Revetria. “It is a box filled with dreams, around two hours’ drive from New York City. A Tiny House
lit by starry skies and crisp dawns.” Resort, in the Catskill Mountains, is next to a creek, provi-
ding water-based activities. “Our goal here is really nature,
The concept, born in Italy, draws inspiration from temporary relaxation. We’re like a campfire, sit and chill place,” explains
housing of shepherds in the country’s Ligurian Alps. Each Operations Director Marjorie Juszczak.
StarsBOX is an elevated, off-ground wooden box with a
double bed and a roof that opens-up to reveal the night sky In five years, the resort has grown from four houses to
above. They are erected in various rural locations, including fifteen. They sleep between two and six people and come
in the mountains, on a seasonal and temporary basis. with modern luxuries such as Wifi and streaming TVs. There
are now plans to create even smaller accommodation, in
the form of 10 tree houses which will overlook a waterfall
and the creek stream.
Credits: Simone Mondino | Romina Manassero

But the resort says that while tapping into travelers’ fasci-
nation with tiny houses is part of its marketing approach,
it can never be the sole focus. “That’s not what brings them
back to us,” says Marjorie. “What brings them back is the
experience they get here. It’s cosy, it’s intimate, it’s the
nature, it’s clean.”

“We offer a unique stay experience in touch with nature,

without filters. It is a reversible and sustainable rural accom-
Credits: A Tiny House Resort

modation model that does not leave permanent marks on

the landscape,” explains Fabio.

StarsBOX is developing what it describes as a “constellation.”

A network of hospitality providers, offering the box accom-
modation, to promote conscious travel. More than 70 boxes
have been installed in Italy, Germany, Croatia, Switzerland
and Japan so far, with plans to further expand in Europe
over the coming years. The experience is attracting young As well as domestic tourists, the resort has attracted visitors
couples, but also families and retired travelers. from the UK, France and the UAE. For Marjorie, the love
of tiny homes comes from within, having once lived in a
“Each one offers different types of activities, including wine 35-foot bus with her daughter. “I always wanted to try it.
and food tasting on farms, hiking and mountain biking,” says I liked it. I can tell you it’s a wonderful lifestyle in terms of
Fabio. “Guests are excited about the experience of sleeping less is actually more. That’s maybe what the whole trend
in a real bed without a ceiling, under a sky full of stars!” with people now is.”

23 - Trend 6: #Hutlife BACK TO TRENDS ›

 Journeys with
7
T R E N D

Momentum

T
he seismic shift
towards working
from home means
millions of people
are more sedentary
in their day-to-day
lives.

This new global environment will leave

remote and hybrid workers craving
movement next year, encouraging
them to seek out more active holidays
where they can combine exercise with
nature immersion.

This could mean cycling trips, point-

to-point multiday hiking adventures,
or picking hotels and destinations that
offer easy access to outdoor activities
and build-your-own active itineraries.

24 - Trend 7: Journeys With Momentum BACK TO TRENDS ›

7

Journeys with
T R E N D

Momentum
market was worth US$288 million (€294M) in 2021 but
forecast that it will grow exponentially to reach a value of
US$2.8 billion (€2.9bn) by 2030.
The dramatic rise in remote and hybrid working means
that many professionals are spending less time moving about Data from the Expedia Group Media Solutions Q2 Traveler
than ever before. In the US, data scientists have predicted Insights Report specifically points to a rise in demand for
that this new work environment is here to stay. single travelers going to adventure destinations. Q2 2022
data showed a 15% increase in single adults travelling from
A 2022 report from Ladders has forecast that 25% of all the US and EMEA to APAC, compared with the same period
professional jobs in North America will be remote by the in 2019. Within APAC, Thailand, Japan and Vietnam were key
end of this year after tracking remote work opportunities adventure destinations for this group, attracting a greater
at North America’s 50,000 largest employers. proportion of single travelers than other traveler groups, and
accounting for 10 to 15% of all travelers there.
This shift towards more static work lives coincides with the
post-pandemic surge towards nature experiences in travel.

+40%
Booking soft adventure travel will become a logical way for
home-bound professionals to inject exercise
and movement into their lives, in an
attempt to regain balance they’ve
lost in the daily routine.
demand year-on-
year for activities.*

In Europe, Eduardo Santander from the Euro-

pean Travel Commission (ETC) said: “Extreme
sports like paragliding and kayaking are having
a boom again. But what we see is the big renais-
sance of soft activities: hiking, biking, with the
electrification of bicycles, and the transportation of
luggage. It’s bottom-up, people are asking for more
and more possibilities of green options.”

And the breadth of activities on offer is greater than

ever. From cross-country swimming with a floating
backpack holder in England, to ‘skyrunning’ in the
Italian Dolomites. New adventure niches are opening
up as travelers seek to push their own boundaries
coming out of the pandemic. Meanwhile, savvy
hotels can package up accommodation with active
experiences to create ever more attractive escapes.

Dozens of new walking and cycling itineraries

have already come onto the travel market since
the pandemic, in response to traveler demand for
fresh-air escapes. The popularity of these nature-focused
itineraries also hinges on travelers’ desire to get active – and
the ETC says its research shows these travelers spend more,
too. “There are reports that a biker-holidaymaker travelling
According to Expedia Group Media Solutions data from Q3, along European routes spends much more money than
this appetite for active travel is already growing, as demand someone going on a cruise,” says Santander.
for activities has risen by more than 40% year-on-year.

*Q4 Traveler Insights Report, Expedia Group Media Solutions, Nov. 2022
The broader adventure travel market is on an upward trajec-
tory, too. Earlier this year, a report by Next Move Strategy
Consulting estimated that the global adventure tourism

25 - Trend 7: Journeys With Momentum BACK TO TRENDS ›

 CASE STUDY
7

Hiking, biking
T R E N D

& hopping off

Credits: @LAVAL Sébastien – Charente Tourism
the beaten track
Saudi Arabia is tapping into travelers’ desires
for energetic, outdoor experiences through an online
platform that brings groups together to curate their
own itineraries. In Europe, cycle tourism is gaining
momentum, as e-bikes take off.

With Saudi Arabia opening-up to tourists, Bondai offers In Europe, cycling is becoming the energetic holiday expe-
visitors a range of energy-fuelled activities, going off-the- rience of choice for a growing number of travelers. Taking
beaten-track and discovering the Kingdom’s natural attrac- to the saddle to enjoy nature and to escape crowded
tions. The platform, targeting adventure seekers of all ages, sightseeing spots.
allows travelers to collaborate and build their own itineraries.
Users can share recommendations and book accommodation

Credits: @Ana Benoiz –

and flights, as well as keep track of their expenses.

Turismo de Navarra
“We are a travel marketplace that provides a one-stop shop
platform, which means that we not only offer bookings
available in Saudi, but also highly customised experiences
curated by our specialised team,” explains Saria Alderhali,
CEO & Founder of Bondai.

Day and multi-day trip activities on offer through the plat-

13 – Iron Curtain Trail

form include the likes of mountain biking, forest hiking and

Credits: @EuroVelo
island hopping. “We are thrilled to see a rise in demand
for active holidays with friends and family across age
groups, geographies and demographics,” says Alaa Bukhari,
Co-Founder of Bondai.

EuroVelo, a network of 17 long-distance cycle routes to

discover the continent, is reporting an uptick amid inten-
sifying trends.

“Cycling tourism is becoming more and more popular

because it answers some expectations in terms of being
Courtesy: Bondai

active, into nature, doing more slow holidays also,” explains

EuroVelo Manager Agathe Daudibon, from the European
Courtesy: Bondai

Cyclists’ Federation. “The COVID pandemic just increased

those trends. But climate change also. The fact that people
want to be respectful tourists in terms of the environment.”

EuroVelo provides over 90,000 km of itineraries in all, of

The longer experiences include a six-day, self-drive adven- which 64% are already developed and ready to use, with
ture in southern Saudi Arabia, featuring hiking, canyoning cyclists able to follow the course of a river, cross landscapes
and snorkelling. and pass historical heritage as they enjoy the outdoors.

“The south of Saudi has unique geographical formations Some users are now opting to go electric too, as e-bike
where visitors will get to hike the Jurassic world of Tanomah, sales grow in Europe - with countries like the Netherlands
snorkel in the pristine waters of Asir around undiscovered leading the way. “In Germany, 42% of cycling tourists are
islands, as well as canyoning in the magnificent Wadi Lajab,” using e-bikes and that trend is increasing a lot year after
says Saria Alderhali. year,” says Agathe.

26 - Trend 7: Journeys With Momentum BACK TO TRENDS ›

 Hyper
8
T R E N D

Personalisation

C
ookie-cutter travel
is out. Personalised
service has always
been a marker of
luxury travel, but now
switched-on travel
businesses are going
the extra mile with
unique, one-off experiences for
guests.

Meanwhile, travelers in the mains-

tream market are beginning to
demand more personalised travel
regardless of budget.

That might mean unique QR codes

for contactless check-ins, vegan food
options at breakfast or a bigger range
of activities offered around personal
interests.

27 - Trend 8: Hyper Personalisation BACK TO TRENDS ›

8

Hyper
T R E N D

Personalisation
There will also be a move towards travel packages that
cater to guests’ desire for special, unique experiences in
Since the pandemic, the battle for travelers to open their the wake of the pandemic. This isn’t just about tailor-made
wallets has become more competitive than ever – and consu- itineraries; it’s about offering experiences that feel like they
mers are done with being dictated to. After re-assessing cannot be bought, and connecting with local communities
everything about their lives during COVID, travelers will in authentic ways.
now look for experiences that cater to their exact needs and

64%
desires rather than simply going with the flow.

Vegan travel is one example of a micro-niche that has gone

mainstream. UK-based travel booking website Responsible
Travel increased its number of vegan-friendly trip listings of consumers are interested
by 1,000 in 2021, to cater for a lifestyle that requires a more
personalised offering from hotels and restaurants. “Over the in learning more about travel
last decade, demand [for vegan travel] has quadrupled, with
bookings up more than 300% since 2012,” said Responsible
options that support local
Travel CEO Justin Francis. Next year we can expect more of cultures and communities.*
this type of realignment (more no-fly itineraries is another
example).
Data from Expedia Group Media Solutions’ Inclusive Travel
Global Hotel Alliance – an alliance of independent hotel brands Study shows that 64% of consumers are interested in lear-
representing more than 500 hotels in 85 countries – has also ning more about travel options that support local cultures
found that tech-savvy and health-conscious travelers are and communities. Hotel groups such as Hyatt and Marriott
valuing personal convenience more than ever. GHA’s CEOs are tapping into this trend through enhancements to their
say they are now investing in technology to make their loyalty programme offerings, but destinations and tour
guests’ lives easier. A 2022 survey revealed more than 68% of operators are digging deep too.
GHA’s hotel members intended to look at introducing keyless
room entry/room keys in 2022, while 46% were prioritising One example is Sri Lanka Bespoke’s new ‘Food Mapping’
online check-in and room choices, and 23% were researching itineraries, which can include a day out with a local fisher-
opportunities for in-room AI. Many of these upgrades will man to see the genesis of a regional clay pot fish curry. The
become the norm next year. arrangement is possible because of long-standing community
ties that the company owner’s Sri Lankan family still have
in that area.

Indeed, local connections and community buy-in

will be key for many of these sorts of experiences
to work. This September St Lucia launched its
‘Kabawe Krawl’ – a trail of bars around the island
that have been selected because they give a
real flavour of St Lucia’s different communities.
Kabawe is Creole for small rum shack and the map
is intended to help visitors meet and engage with
locals beyond staff in their hotels or resorts – and
put money into their pockets at the same time.

Travelers can either book a guided tour with trans-

port from a local operator or simply look for the
Kabawe Krawl sign while they’re out and about,
using the map on the tourist board’s website.
Such unique activities, more than anything, feed
into travelers’ increasing desire to connect as
they move around the world.

*Inclusive Travel Insights Report, Expedia Group Media Solutions, 2022

28 - Trend 8 - Hyper Personalisation BACK TO TRENDS ›

 CASE STUDY
8

Getting personal
T R E N D

with wellbeing
experiences
With a choice of over 200 experiences
Courtesy: Hyatt

across more than 85 destinations, industry

giant Hyatt is shaping its hyper-personalisation
offer in the form of a platform dedicated
to curated wellbeing offers.

With more and more travelers hungry for holidays and Hyatt highlights that
experiences that go way beyond a one-size-fits-all becoming a member of its
approach, wellbeing is a key focus for global hospitality
providers as they seek to satisfy demand. loyalty programme is free
From immersive cultural activities, workshops and tours and experiences start
designed to boost emotional and mental health to adven- at around 15€ or less than
tures that seek to restore energy, Hyatt’s FIND platform
offers a variety of experiences to members of its ‘World of 1000 World of Hyatt points.
Hyatt’ loyalty programme. “We know travelers are eager to
explore new destinations and are prioritising their wellbeing
now more than ever,” says singing and learning a rock ‘n’ roll jam. “The FIND platform
Amy Weinberg, Senior Vice allows for more opportunities to enhance World of Hyatt
President, Loyalty, Brand members’ wellbeing through a lens of self-discovery. It’s
Marketing and Consumer incredibly easy for them to find something that moves them
Insights at Hyatt. or keeps them moving,” explains Amy Weinberg, from Hyatt.

The FIND platform is based Hyatt points out that becoming a member of its loyalty
around the three key pillars programme is free and experiences start at around €15.
of Feel, Fuel and Function, Members can pay directly with money and use points to
with members able to book redeem on experiences. Limited-time auctions are also in
experiences during and the pipeline.
Courtesy: Hyatt

outside of hotel stays, on

or off-property.

Feel is all about workshops,

tours and activities that
centre on emotional and mental wellbeing. Experiences
include horseback riding in the US; snorkelling with Clownfish
in Japan; and an open-air jungle safari in Indonesia.

Fuel focuses on re-awakening the senses, through unique

Courtesy: Hyatt

culinary experiences. They include a day with a chef in

Spain, including a visit to local food markets and a unique
gourmet tasting dinner; personalised cocktail tasting with a
mixologist in the UAE; and a half-day fishing trip in America,
which culminates in a hotel cooking the catch for members.

Activities and adventures designed to move, restore ener-

gy and expand the mind make up the offers around the
Function pillar. They include truffle-hunting with dogs
in Hungary; an off-road volcano adventure in Indonesia;
and a private guitar lesson with an industry pro in the US,
Courtesy: Hyatt

29 - Trend 8: Hyper Personalisation BACK TO TRENDS ›

 CONCLUSION
As our trends show, the silver lining for tourism during the More recycling, more responsible supply chains, and alter-
pandemic was that it gave businesses and destinations the native fuel and power technologies are all on the cards –
impetus and breathing space to take stock and innovate at though environmental campaigners may well see cruising’s
a time when many were forced to down tools and hibernate. new carbon-reduction promises as too little, too late.

There has been a lot going on behind closed doors. Arguably, Many other travel operators are making bigger strides to
the pandemic proved to be a circuit-breaker. Could it help tackle their environmental impact, well aware that the tourists
reset tourism and propel the industry into the future? of the future are conscious travelers. And where giants like
Intrepid, G Adventures and Exodus lead, others will follow.
Coming fresh off the back of the pandemic, travel and tourism
must grapple with yet more challenges in 2023. Moving into 2023, we will see smarter uses of technology,
an increased focus on outdoors adventure, and more inno-
The energy crisis, ongoing climate catastrophes, geopolitical vation around people and the meaning of personalisation.
tensions and fluctuating exchange rates will all continue to
affect global travel patterns in the year to come. But many But, above all, the future looks green.
businesses and destinations will be hoping that the worst
is behind them.

And the industry appears to be more united than ever in

its mission to tackle the biggest issue of our times: climate
change. It’s a sign of the times that the cruise industry earlier
this year announced a programme of measures to make
cruising carbon net zero by 2050,
after coming under increasing
pressure to tackle its envi-
ronmental footprint.

At the Cruise Lines Interna-

tional Association summit
this summer, the body said
it recognised that consu-
mers are looking to travel
in different ways to how
they were before the
pandemic.

30 - Conclusion BACK TO SUMMARY ›

 CONNECTING
GLOBAL TRAVEL AUDIENCES

Euronews is a leading international news

media in Europe. Its mission is to empower
people to form their own opinion. Euronews
is unapologetically impartial and seeks to
offer a diversity of viewpoints.

Euronews is available in 17 distinct languages

(12 language editions & 5 branded affiliates),
in 400 million homes across 160 countries,
including 68% of homes in the European
Union + the UK. It reaches over 145 million
people every month, be it on TV or digital
platforms. www.euronews.com/commercial

euronews travel is the digital & social destination aiming

to inspire curious, passionate and diverse travelers to change
their perspective on the world.

Reaching a monthly average of 2 million unique users across

www.euronews.com/travel in Q3 2022, euronews travel feeds We speak to
audiences’ curiosity with aspirational, immersive and informative worldwide travelers.
content around travel news, destinations, unique stays
and bespoke series.
73%
of our audience
We support the travel and tourism industry. frequently travels
Fostered by 30 years of experience working with key players abroad and has
in the travel industry, our commitment to supporting industry a strong appetite
recovery is heightened by the release of our latest Trend Report, for learning about
Adobe Analytics 2022 Q3 average. GWI Q1 2021, Euronews Distribution Report June 2022​.
Source: euronews Daily Cross-Platform Reach (TV or Digital);Ipsos Affluent Europe 2022,

Travel in 2023: Connecting People, Places and Planet. Exploring foreign cultures.
what is next for travel, euronews.com/travel will feature
each trend in a series of dedicated articles published weekly.
61%
more likely to go on
a sustainable holiday
than the average
European Affluent.

19%
of our audience
enjoys discovering
off-the-beaten tracks.

www.euronews.com/travel

31 - Euronews & Euronews Travel BACK TO SUMMARY ›

 EXPEDIA GROUP
MEDIA SOLUTIONS
Quarterly, Expedia Group Media Solutions, the global travel
Quarterly Traveler
advertising platform connecting marketers with millions of travelers
Insights Report Highlights across the Expedia Group brands, releases a Traveler Insights
Report. Below are some of the highlights from the latest Traveler
- Q4 2022 Data Insights Report based on data from Q3 2022.

For more insights from Expedia Group travel intent and demand
data, download the full Q4 2022 Traveler Insights Report here.

Sustained traveler Travelers open to

enthusiasm planning further out
Following multiple quarters of search The majority of travelers are still planning
growth globally, search volumes in Q3 trips in the near term, with global share
2022 were steady quarter-over-quarter, of searches in the 0-to 90-day window
suggesting that traveler interest and en- holding steady quarter-over-quarter.
thusiasm for travel remain consistent. However, there are signs that travelers
Expedia Group research supports this, are beginning to plan further out, with
with 46% of consumers saying travel is the 180+ day window growing for trave-
more important to them now compared lers in EMEA and North America.
to pre-pandemic.

City breaks grow Evolving business

in popularity travel outlook
Major cities like New York, London, and During Q3, there was an over 10% year-
Singapore maintained their presence on over-year uplift in demand from travelers
the top 10 list of booked destinations with a business travel profile. Expedia
and an increasing number of city break Group research also found that 32% of
destinations – including Boston, Berlin, consumers plan to take a business trip
and Bangkok – joined them. in the next 12 months, and of those,
85% are looking forward to work trips.

About Expedia Group Media Solutions

Expedia Group Media Solutions is a global travel advertising platform that
connects marketers with hundreds of millions of travelers across the Expedia
Group brands. With our exclusive access to 70+ petabytes of Expedia
Group traveler search and booking data, we offer advertisers actionable
insights, sophisticated targeting, and full-funnel results reporting.

For more information, visit www.advertising.expedia.com

32 - Expedia Group Media Solutions BACK TO SUMMARY ›

With the kind contribution of:

Illustrations: Rossio Romero

https://behance.net/rossioromero