When sustainability and life of a time trips are major factors .
It is an exciting time for marketers and experience development professionals shaping the service and product . I remain excited for all the creativity to come from our industry .
Source : Simon-Kucher & Partners global market research survey conducted June 2021 . Q : How do you expect your leisure travel budget to change during the next years vs . before Covid-19 pandemic ? Notes : Crossnational respondents n = 7,028
UK so does hybrid leisure with more consumers keen to consider ‘ workations ’ to get more out of their travel time :
• 43 % of global respondents are likely or very likely to take a workation holiday in the future .
• 47 % for US respondents and 30 % for UK .
There is clearly a brilliant opportunity for luxury hotels to adapt to this new demand .
Are properties ready to offer spaces for hybrid workers ?
Sustainability
As the importance of sustainability continues to grow , businesses need to understand whether the business case stacks up for the significant investment often required . The good news is we are seeing that it pays to be sustainable :
Sustainability is a significant purchase criterion , 4th after price , quality , and relevant availability .
As expected , younger consumers are more actively taking steps towards being more sustainable .
67 % of consumers wanted vacation locations / packages to be upfront about their environmental suitability
31 % of respondents would pay a premium for sustainability in the UK versus 39 % in the US
Higher-income respondents are more likely to want to pay more for an equivalent sustainable trip ( up from 31 % to 39 % overall )
Overall , this year ’ s forecast remains optimistic according to recently published data from CBRE , despite the current inflation and market conditions . American Express global travel trends report highlights a very strong demand with 86 percent of a recent study just published , respondents expecting to spend more or the same on travel in 2022 vs pre-pandemic .
Millennials and GenZ , the largest travel market population who remarkably values giving back to the community as well as experiencing a genuine cultural immersion will make a huge contribution to bookings during 2022 .
How can properties offer the added value they are looking for ? What is the driver for clicking that booking ?
Certainly , time will tell us how 2022 will perform , for now , we just can rely on qualitative research .
Note : research was conducted prior to Ukrainian war .
About the author Ms . Domingo has over 20 years of branding and marketing experience specializing in globally recognized iconic real estate and mixed-use developments . She has a creative gift for translating architectural vision into strong consumer demand and award-winning brands that resonate with consumers , as well as meet the timelines and financial expectations of a specific project ' s stakeholders . Ms . Domingo is a sought-after consumer engagement strategy developer and marketing executive for some of the world ' s most well-known retail , residential , cultural , leisure , and tourism attractions , with unique expertise in observation decks .
Past projects include Hudson Yards Experiences , Top of The Rock , Empire State Building , The View from The Shard , Saadiyat Island Manarat al Saadiyat Experience Center , Mall of Qatar , and Spain ' s PlateaMadrid and Value Retail . Ms . Domingo is a noted global keynote speaker on the topics of innovation , destination branding and marketing . Originally from Barcelona , Ms . Domingo is a long-time resident of the USA and a citizen of the world . Ms . Domingo is fluent in multiple languages and has experience working and living in six of the world ' s most fascinating countries .
Ms . Domingo holds a Master of Arts in Integrated Marketing and Communications from Emerson College
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