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American Travel Sentiment Survey, Longwoods International
Considering the heightened political environment in the U.S., Longwoods International’s latest tracking of the American traveler reveals that 16% of travelers who identify as Democrat report that they avoid certain destinations based on their political reputations, compared to 8 percent of those travelers who identified themselves as Republican. Among those travelers who changed their travel plans over the past year because of a location’s politics, 11% postponed their trip, 8% changed their itinerary to avoid a specific city or state, 7% shortened the length of their trip, and 5% canceled their planned travel all together. In looking at fall travel, travelers have planned the following activities on their upcoming trip: Visiting friends and relatives (65%) & road trips (46%) are the top two planned activities, but the outdoors factor heavily in the rest of activities with visiting national/state parks (32%), viewing fall foliage (29%), and taking a hiking/backpacking trip (27%) leading the list.
Passion travel is the future, thrillist
Vox Media Insights recently surveyed 2,000 travelers, with a focus on Gen Z to better understand the state of travel today and the role it plays in our lives. The survey revealed that Millennial and Gen Z generational groups see travel as a crucial part of their identity and personal growth, with 76% believing that where they go, and their travel experiences reflect who they are. Young travelers prioritize unique, passion-driven experiences over traditional destinations, with 89% of Gen Z and 87% of Millennials considering travel a financial priority. This shift indicates a move towards "passion travel," where exploration is centered on personal interests and self-discovery rather than mere sightseeing. Overall, younger travelers are redefining the meaning and purpose of travel in a way that emphasizes deep connections to culture and personal enrichment.
Gen Z preferences signal a potential shift in consumer loyalty programs, Visa
Gen Z gravitates toward brands and rewards that speak to them on a more personal level by recognizing their life stage, sharing their values, engaging them on their preferred devices and social media platforms, and offering exclusive in-person experiences. Conventional loyalty programs, rooted in transactional exchanges, are ripe for a makeover. The rising costs of living and a growing emphasis on sustainability and social responsibility may also be fueling the demand for loyalty programs that resonate on a more personal and emotional level. For travel companies shifting focus to leisure travelers— through lifestyle loyalty schemes, rewarding activities rather than purchases will be key. Several airlines for example, have partnered with non-travel companies to maintain customer loyalty.
Adapting to the ‘lifestyle generations’ in the wine industry, Decanter
Attracting younger wine consumers, specifically Gen Z and Millennials, who are drinking less alcohol than previous generations remains a challenge, however, several insights addressed in the article by Decanter underscore the importance of engaging new audiences to diversify the profile of wine consumers:
- Premiumization Trend: Although younger consumers are drinking less, they are willing to spend more on high-quality wines, reflecting a desire for better experiences over quantity. This shift is also tied to financial constraints, leading to a focus on meaningful purchases connected with deeper experiences.
- Cultural Shifts: The drinking culture is evolving, with younger, ethnically diverse consumers less likely to have a tradition of wine at social gatherings. This affects their purchasing habits, favoring sustainability and authentic marketing that appeals to diverse audiences and one that is also reflected in the ethos of the wine business.
- Variety and Competition: The wide variety of alcoholic and non-alcoholic alternatives, along with the rise of cannabis use, presents competition for wine. Younger consumers enjoy experimenting with different beverages, and building an approachable connection to wine will be key to maintaining a competitive edge in the beverage industry.
- Need for Industry Adaptation: For the wine industry to thrive, it will require a systemic shift to adapting to the values and preferences of younger generations, focusing on sustainability, creative marketing, and understanding new social norms.
- Positive Outlook: Despite challenges, there is optimism within the industry that by addressing these trends and values, wine can be repositioned as a lifestyle choice that aligns with the aspirations of younger consumers.
Portrait of the Travel Enthusiast – Love Travel: Will Travel, Travel Zoo
A recent survey by Travel Zoo of over 9,000 travel enthusiasts indicates that many travelers are being more spontaneous and adventurous with their travel decisions. Nearly one in three plan to tick off several destinations on their bucket list, 91% are open to traveling outside the peak season, 82% would book an unplanned trip with an attractive offer, and 63% would consider traveling to a “Dupe Destination”, a place that is less crowded, but still offers the same vibe and feel of a more popular travel destination. The top trip motivational factors include a price point that is too good to ignore, quality of accommodations, desirable travel dates and a “must-see” feature of the destination. These travel enthusiasts also highlighted the importance of respecting and appreciating local culture while traveling, and supporting local businesses.
The evolving role of experiences in travel, McKinsey & Company + Skift
The latest insights from McKinsey & Company + Skift explores the changing landscape of travel, emphasizing the increasing importance of experiential offerings over traditional sightseeing. Travelers are now prioritizing unique, personalized experiences that foster deeper connections with destinations and cultures. This shift is driven by evolving consumer preferences, especially among younger generations who seek authenticity and meaningful interactions. The article highlights that companies in the travel industry must adapt by focusing on experience design, leveraging technology to enhance personalization, and creating value through community engagement and sustainability. Overall, the future of travel lies in curating memorable experiences that resonate with travelers' desires for exploration and connection.
NorthStar Pulse of Meetings Industry: Survey, NorthStar Meetings Group
According to a survey of 470 meeting planners in August 2024, 45% of meeting planners say they continue to be optimistic about the outlook in the meetings sector, but that is also 10% down, compared to 55% of planners being more optimistic last August. The value of face-to-face meetings relative to other business development initiatives is remarkably high. California and Florida are at the top of more planner’s short lists for new business being planned for U.S. meetings and events. Planners are placing new business across a broad array of venue types, including special event venues and boutique hotels. One year ago, only 32% of planners were using AI tools, today 42% report using AI planning tools in their business development efforts. The most common size of meetings reported was 100-500 attendees, and the top deterrents for meeting planners remain high cost of goods and services, budget constraints, hotel/venue service levels, hotel/venue availability and airline pricing. Despite these concerns, planners are generally satisfied with their supplier partners, even ‘overall value for money’ scores better than average when costs are the big concern.
International Travel Update, U.S. Travel Association
International inbound visitor arrivals to California are approximately 80% recovered relative to 2019 levels, compared with the U.S. average of 86%. The international markets that have recovered the most in terms of visitation to California are Mexico, Canada, and India. Canada, Germany, U.K., and France are expected to achieve 100% recovery relative to 2019 levels between 2024-2025. In Sonoma County, between July and August, the average length of stay among international visitors was 5.7 days. 90% stayed overnight and Mexico, Canada, U.K., and Australia were among the top markets that had the greatest length of stay (averaging between 6-8 days).
Food & Beverage Industry Report, Hospitality Management Today and Expert Market
A survey of 522 U.S.-based Food & Beverage professionals (including restaurant/bar owners, operations managers, food service managers) reveal that two of the biggest challenges facing restaurants this year are operational efficiency and labor shortages.
- During economic contractions, consumer spending on dining out tends to decrease as individuals tighten their budgets. To counteract this trend, there has been a notable uptick in the utilization of loyalty software, a smart way to offer customers incentives to encourage patronage despite financial constraints.
- Most individuals occupying managerial positions such as food service manager, restaurant or bar manager, and general manager roles in the F&B sector are millennials.
- Some of the key modifications adopted by restaurants to address changes in consumer behavior include: changes in dining preferences (e.g., outdoor seating, takeout, digital ordering), awareness of altered spending patterns, increased demand for contactless services, enabled online table booking, preferences for digital menus, continued emphasis on health and safety measures, and modified peak dining hours.
Click here to download the entire report on the latest Food & Beverage Industry trends.
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