Consumer Insights

The traditional destination growth model, built on attracting first-time visitors might become unsustainable with rising acquisition costs, shifting traveler behavior, and growing competition. Destinations must work on strategies to be chosen again.

Global travel demand remains resilient, but the strongest growth opportunities are concentrated in emerging markets, where higher travel intent and rising spending power are driving faster momentum than in mature regions.

We take for granted that Gen Z's will be just as avid travelers as their older Millennial peers; that might be a bad assumption. Gen Zs still like to vacation but our new research shows that financial anxieties weigh heavily on these younger travelers.

Travel demand in Latin America remains strong, but affordability — not appetite — increasingly determines how far and how often people travel.

Hotel companies spent the last decade building brand portfolios for coverage and scale. The next phase of competition will reward sharper brands that drive pricing power, loyalty relevance, and visibility in AI-compressed discovery funnels.

Travel demand is holding in 2026, but growth will favor markets and brands that adapt as power shifts geographically and behaviorally.

Hotel loyalty is evolving into a data-driven, experience-led ecosystem where relevance and recognition define the guest relationship

MENA travelers are redefining global tourism — blending faith, family, and cultural identity with digital fluency and a growing appetite for authentic, experience-led travel.

Americans are back on the road — guided by experiences, wooed by AI, wary of hidden fees, and booking wherever the value clicks.

Asia’s travelers are mobile-first, OTA-driven, and value-conscious—yet increasingly open to premium, branded, and sustainable travel.

Asia’s outbound travelers are getting younger, more digital, and more experience-driven—forcing global travel brands to rethink how and where they engage.

Social media is no longer just inspiring travel, it’s where trips are being researched, priced, and booked. As platforms evolve into powerful sales channels, creators are becoming the new travel agents, short-form video is replacing static ads, and the booking journey is evolving into a low-friction social interaction.