Bloom Thinks Pleasure vs Purpose: Travel Drop

Beyond the Buffet

Travel used to have a formula.

We would pre-plan, in advance and to a tee, with a common goal: pure, blissful escape. A staple of holiday season, the ‘fly and flop’ was the go to for many searching for easy and temporary respite from the daily grind.

But formulas only work in a world that is rooted in order and predictability. Today’s world - anything but.

Economic uncertainty, geopolitical tensions and the enduring fall out of a pandemic have all contributed to us being forced to get comfortable with, or at the very least navigate, a world in flux.

And whilst today’s unpredictable and messy climate hasn’t dampened our desire to travel – the opposite in fact – it is making a lot of us rethink what we travel for. McKinsey reports that Millennials and Gen Z travel more frequently than older cohorts. Travel has become a priority for these generations. They are the travellers of tomorrow, shaping the future of the industry, and they are looking for something more than a copy and paste approach.

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If the fly and flop doesn’t cut it, what’s next?

The loudest narrative for a while has been around ‘purpose-driven’ travel. At face value, this feels lofty and quite frankly, exhausting. It also feels life-altering, which suggests it’s reserved for the few who can afford the time and budget.

The reality is, while the purpose narrative is getting tired, more intentional living is driving a desire for more intentional travel. And just like intentional living can mean small, daily practices through to radical one-off experiences, so can intentional travel mean a better night sleep, or a once-in-a-lifetime adventure.

Here are three themes we see evolving the travel landscape, and what they mean for brands.

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1/Next Level All Inclusives

A fresh wave of all inclusives are emerging to meet changing expectations, with many now craving both ease and relaxation with adventure. New openings are swapping the expected for soulful, with architectural design that absorbs the land that surrounds it, spaces strategically designed for ultimate unwind and activity lists that range from culinary trips to art classes, taking you outside of hotel walls. From Hilton to Rixos, these new all inclusives are blending what they do best – frictionless stays – with off-site access to local and meaningful experiences.

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2/Dupe Culture

The algorithm is working hard to sell us on the latest places we should experience but the next ‘it’ destination is likely to be the one you haven’t yet seen on your phone. A growing trading in of overcrowded destinations for lesser known and culturally rich destinations signifies a desire for low impact travel and a more active role in stewarding sustainability.

Businesses like B-Corp operator Inside Travel Group are deliberately shifting focus towards five under-visited regions in Japan, beyond the obvious cities, to combat the issue. Whilst The Faroe Islands has taken a different approach, launching a self navigating car rental scheme that invites travellers to explore via routes designed by locals. The programme balances discovery with stewardship, exemplifying how smaller destinations are satisfying curiosity without compromising cultural integrity.

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3/Awe-inspiring Natural Wonders

71% of Gen Z and 75% of Millennials say they want to visit places they’ve never been before (Stylus). More than a dopamine hit, they are hunting for destinations that offer a deeper and different connection to people and land.

As new markets open, a broader pool of places is granting us this access. For example, forty years since the title deeds were returned to the Anangu people, Uluru-Kata Tjuta national park has become the epicentre of Australia’s flourishing Indigenous tourism industry. From starlit suppers, to overnight stays in the park, all events are intended to encourage slower, deeper exploration of uncharted natural sites.

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Travel that doesn't escape our day to day, but expands it

Millennials and Gen-Zers are now the most influential travellers globally (BCG). They’re not just willing to go off-piste and off-algorithm, they are craving it. Because for them, travel is no longer about putting life on pause to then return and pick up where they left off. It’s a means of expanding on their day to day experiences, with the luxury of uninterrupted time to dig deeper and gain something new that will flow back into their everyday lives, enriching them long term. This means new, unique and unexpected become the holy grail.

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How can brands deliver new and unique, on repeat?

Black Tomato demonstrates this beautifully with the addition of a first of its kind feelings-based ‘Feelings Engine’ AI tool to their line up of programs. The idea is that your ideal trip is designed around the feeling you want to experience on it. Combined with other programs like ‘Get Lost’, they are demonstrating how brands can flex the different facets of themselves to deliver the unrepeatable, repeatedly. All while staying true to their core DNA of curating remarkable experiences.

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Ultimately…

The brands that will win don’t have to take you to the edges of the earth, but they do need to go further than before to demonstrate a deep understanding of all facets of their customers’ lives, beyond their holiday mode version. And in turn, reveal all facets of their characters too to continually captivate.

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