Articles tagged “consumer behavior”

Hotel groups have doubled their brand counts since 2014, but RevPAR hasn't followed — the industry needs a new playbook for its brand portfolios.

Most destination budgets lean heavily toward attracting first-time visitors. But this growth model is under strain — it may be time to change the equation and ask what smarter allocation would look like.

Most destinations only report how many visitors came and how much they spent. Very few report on where the money goes or what is lost when those visitors don’t come back. With destinations being asked harder questions about tourism’s benefit to local communities, per-trip yield and arrival volumes may not be enough on their own.

Most destinations’ marketing campaigns lead with what is on offer, such as price, product, or infrastructure. But the travelers who are most likely to return want to know what is on offer to them personally. Should the focus be on marketing the destination as a product, or should marketing target the traveler?

Reaching Gen Z is a distribution problem, resonating with them is a product problem. Few travel brands have figured out which one they actually have. Those that haven't are already losing ground — they just can't see it in the numbers yet.

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.

In 2026, the American traveler has traded the pursuit of the best deal for the stable experience, as geopolitical shockwaves transform predictability into the ultimate luxury.

The travel industry's growth hit a plateau in February 2026 as the geopolitical conflict in the Middle East paralyzed global air corridors, upending the Middle East's record growth. The industry's resilience now depends on its ability to effectively redistribute global travel demand.

For years, the travel industry has coasted on millennial devotion. When it comes to connecting with Gen Z, brands are going to have to work harder.