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(Originally featured in Hospitality News Middle East)
June 2023

The Future of Travel is Experience.jpg

The travel and tourism industry is witnessing the evolution of several trends in the post-pandemic era. A common theme among travellers is the desire for new and authentic experiences, which serves as a powerful motivation for their journeys. In this article, we explore the changing landscape of travel and highlight the optimization of these trends for search engine optimisation (SEO).


Purposeful Travel:
The momentum for sustainable travel has been growing over the years. However, the recent memories of travel restrictions and stay-at-home orders have instilled a sense of responsibility towards travel. Travelers are now opting for fewer trips and longer stays, prioritising quality and complete immersion in their chosen destinations. With the rise of hybrid working, individuals can enjoy extended vacations interspersed with working days throughout their trips.

Experiential Travel:
A recent survey revealed that 74 percent of Virtuoso travelers are willing to pay more for sustainable travel if they have visibility into where their money is going. Additionally, 70 percent of respondents agreed that sustainable travel enhances their vacation experience. Travelers are actively seeking out companies and experiences that benefit local communities and economies while preserving natural and cultural heritage. Businesses focusing on carbon reduction are communicating their efforts to potential customers, and certifications like Green Key are gaining recognition by search and booking platforms.


Mixing Business with Leisure:
The trend of combining business and leisure travel is not new, but now we see a shift towards prioritizing leisure destinations first, followed by remote work arrangements. The era of hybrid and remote working allows individuals to work remotely from beautiful locations worldwide. Employees can spend mornings on a Thai beach before starting work remotely at 9 am in Europe, freed from the pressure of physically being in the office.


The influence of product placement in TV and cinema has extended to the travel industry. Filming locations showcased in popular series like Game of Thrones, Emily in Paris, and White Lotus have become sought-after destinations for fans. Travelers want to replicate the experiences of their favorite characters by stepping into their shoes on location, driving increased bookings for trips to these destinations.


Adventure Travel:'s recent survey of 24,000 customers across 32 countries revealed that nearly half of them (44 percent) are seeking holidays with a back-to-basics feel, while 55 percent desire off-grid and escape-from-reality experiences. In addition, 58 percent of respondents viewed 2023 as an opportunity to learn survival skills. Adventure holidays, ranging from Disneyland trips to magical desert adventures, are experiencing a renaissance. These vacations often involve multiple generations of extended family members, creating memorable experiences for everyone.


The Metaverse and Virtual Travel:
Hospitality and travel companies are venturing into virtual real estate while exploring the potential of NFTs and Crypto. Although there have been some high-profile setbacks in this field, there is no doubt that the next generation of the web will provide significant marketing opportunities for travel industry players to reach prospective customers.


A New Kind of All-Inclusive:
The concept of all-inclusive holidays is evolving to cater to specific lifestyles rather than offering a generic one-size-fits-all experience. Creative operators are moving away from the traditional perception of all-inclusive as cheap or all-you-can-eat. They are finding innovative ways to maintain profitability amidst rising costs while continuing to provide great value to customers in a competitive market.


Read the original article, here. Hospitality News Middle East is the go-to source for the latest news, developments and trends in the region’s hospitality and foodservice industries.
The website,, features essential market insights, analysis and guidance from experts in the field, in addition to special reports on the latest concepts and interviews with top international names in the sector. Widely regarded as a must read, the magazine has built a solid reputation as a reference for hospitality professionals in the Middle East and beyond. Daily news bulletins can be found online. Getting featured on HospitalityNews ME has helped position us at the forefront of the region’s hospitality scene.

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