It’s probably an oversimplification to call the travel industry dynamic – where preferences are constantly evolving alongside global circumstances. Mabrian Technologies, a company specializing in Travel Intelligence and sentiment analysis, has undertaken a comprehensive exploration into the transformation of travellers’ behaviors and motivations since the year 2019.
What’s most interesting about the analysis is that it starts in pre-pandemic times and covers what is arguably the most significant turning point in travel over the last few decades. With the year 2023 marking a global return to a semblance of normalcy in the tourism landscape, Mabrian’s aim was to discern whether the behavioral changes precipitated by the pandemic would persist or whether a return to traditional tourism pursuits was imminent.
To unravel this puzzle, Mabrian began by analyzing the spontaneous behaviors and preferences of global travellers by utilizing the methodology of Social Listening. This technique, rooted in the realms of Big Data and Artificial Intelligence, involved the analysis of over 400 million tourism-related interactions on social media platforms, spanning from the first semester of 2019 to the first semester of 2023.
These revelations were unveiled during a webinar organized by AVIAREPS under the title “Changing Traveller Behavior and Trends,” where Mabrian’s findings converged with insights from industry stalwarts Marriott International and Qatar Tourism.
New travel horizons and a shift towards experiential activities
The crux of the study’s findings points to something that the travel industry has been keeping an eye on in recent times – the rise of experiential activities and motivations over traditional ones. In the context of this study, ‘experiential’ encompasses a whole gamut of activities like Wellness, Active & Lifestyle, Nature & Food, and Cuisine. In contrast, traditional travel motivations are characterized by Arts and Culture, Sunbathing, Family, Shopping, and Nightlife activities.
Over the last four years, experiential activities have seen a 10% increase, outpacing its conventional counterparts. By the halfway mark of 2023, the proportions are at almost 50/50.
Why is this important? Well, because in June 2019, Arts & Culture and Sunbathing accounted for a collective 41% of travel motivations.
Additionally, certain experiential categories have experienced surges in interest over these years. Active & Lifestyle, Nature, and Wellness have registered prominent upticks, with an inflection point starting from 2021, which is a testament to the pandemic’s influence on these travel motivations. Simultaneously, the concept of wellbeing has charted a steady ascent since 2019.
Meanwhile, conventional motivations such as Arts & Culture and Sunbathing have dipped in their significance, with their combined share dwindling to just 34% of overall travel motivations, marking a 7% decline since 2019.
Carlos Cendra, Chief Marketing and Communication Officer at Mabrian, encapsulated the essence of this transformation by saying, “The nature of our travel experiences is in constant flux. We’ve transitioned from the traditional sun-soaked coastal holidays and city-centered cultural and shopping endeavors to a pursuit of experiences that foster a connection with our surroundings and ourselves. The pandemic’s impact and the periods of lockdown have magnified the importance of outdoor experiences and personal well-being, leaving an indelible mark on travellers’ motivations.”
Mabrian highlights that it is essential for destinations and tourism companies to detect new global trends among travellers in an agile manner, while working to offer a tourism product that is as diversified as possible and in line with new trends. High dependence on specific tourism products causes inefficiencies related to high dependence on certain source markets and high seasonality patterns. These factors are of great importance when it comes to promoting the sustainability of the destination.