The Global Traveler Outlook

Navigating 2023 Tourism and Travel Trends

Globally, travelers are prioritizing cultural immersion over consumption.

Coming out of the pandemic, travelers are seeking memorable experiences that enable them to connect with local cultures
instead of taking luxurious trips. In 2023, “Immersing in different cultures, foods, and lifestyles” rose to the second most popular
reason for leisure travel while “Luxurious stays and private excursions” fell to #8.

45% 38%
of Travelers rank “Immersing in of Travelers rank “Connecting
local food culture” as a top with the locals” as a top travel
travel interest, making it the #1 interest, making it the #4
travel interest. travel interest.

Travelers spend 16% more now than they did pre-COVID, Sustainability remains
and Gen Z represents the greatest increase in spend. a growing consideration
2019 2023 for travelers.
$8,000

$6,000
77% 72%
place importance want to know the
on sustainability sustainability
$4,000 in international status of their
+16% +26% +17% +10% +11% travel airline or
$2,000
accommodation

$0

Total Gen Z Millennials Gen X

Question: Compared to 2019, how has your annual travel budget changed for international leisure travel?
Boomers ✓
Adoption of new technologies is changing There is an increasing desire among
the way travelers approach their trips. business travelers to integrate leisure
activities into their business trips.

85% of Travelers agree that digital technology

is vital in facilitating travel planning.
38% view bleisure as an
opportunity to bring family and
spend time with them after work
Short articles and videos are the preferred
formats to consume travel content. 38% view bleisure as a way of
achieving a better work life balance

34%
31% 30% 30% 30% 37% view bleisure as an
26%
opportunity to travel to places
Short articles Video Video Video TV Shows Long articles
one wouldn’t go otherwise
(~3 min read) (<60 sec) (1-3 min) (3+ min) (>3 min)

The Global Traveler Outlook: As the second wave of a multi-country study that includes the US, UK, Saudi Arabia and APAC, this research provides
a comprehensive overview of the 2023 premium traveler’s mindset and implications for the travel and tourism industry stakeholders in the context of
traveler expectations with regards to sustainability, technology and the overall travel experience. The sample for this survey adhered to the following
criteria: sample size of n=1,100, 11 markets. ages 23-70, income in the top 20% of their region, and consumes business/lifestyle content. Contact us to learn more.