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February 20, 2023

Paying attention to trends is one of the best ways to keep your finger on the pulse of the travel industry. This month, we bring you even more intel on how today’s trends may impact your business and what you can do to capitalize on them. From reaching potential guests and boosting your digital presence to building loyalty and boosting bookings, your 2023 marketing strategy should incorporate these trends to ensure you’re meeting and exceeding guest expectations. 

Buckle up, 2023 promises to be an interesting ride.

While most travelers desire a carefree travel experience, particularly after the flight disruptions of last summer, that doesn’t seem likely with inflation, the threat of recession, climate change, Brexit, and other geopolitical challenges looming. Fortunately, it’s not all doom and gloom. In fact, Skift Research reports multiple reasons for cautious optimism, including the re-opening of Asia, the potential for continued catch-up growth, increased leisure demand due to the flexibility of hybrid work, and more. Above all, there is the love of travel as shown in a recent survey in which 80 percent of Americans reported needing a vacation in 2023. Embrace these travelers by making their experience at your hotel or resort absolutely seamless.               

Millennials are putting new destinations on the map.

Redistributed travel is the idea that travelers are shifting away from familiar and overcrowded destinations in favor of new locations that aren’t being loved to death. More likely to make travel a priority, Millennials are seeking out unique adventures and undiscovered destinations far from the crowds. In a survey from American Express Travel, more than 84 percent of Millennial respondents reported wanting to travel to a destination where they could immerse themselves in the local culture.

Tik Tok videos and Instagram Reels boost engagement and bookings among travelers.

If a picture is worth a thousand words, a video is worth even more. Engaging and inspiring all at the same time, these short-form videos have become an essential tool for travelers researching potential accommodations and destinations. To make sure your hotel is getting the attention it deserves, consider partnering with local content creators to capture compelling moments that share the guest experience.

Luxury travel is elevated to new heights.

As demand for high-end luxury travel continues to grow, so, too, have the expectations of affluent consumers. Today’s luxury hotels and resorts must ensure next-level service in which guests’ every want and need is anticipated, exclusivity is a given, each experience is personalized, and authenticity is key. Branded luxury experiences are also expanding into new frontiers, such as Louis Vuitton opening it first standalone restaurant. This provides new opportunities to enhance the luxury experience by partnering with other luxury brands. Think branded pop-ups, culinary events, and wellness offerings.

Unconventional wellness offerings captivate travelers.

Self-care comes in many forms, and these days, many people are embracing woo-woo and quirky options such as crystal therapy, aerial sound baths, full-moon rituals, astrological birth chart readings, earth groundings, nap therapy, biohacking, and more. Could your spa’s menu use a local twist or an infusion of whimsy? Consider partnering with a local healer and adding a treatment or two that provides insight into the culture or destination.

At Brown Marketing & Communications, we’ll work with you to make the most of these trends and build new programming around them. Contact us today at 949.310.8662 or