The last couple of years have rewired what travelers care about and how they act. In fact, half of consumers say that the pandemic caused them to rethink their personal purpose and re-evaluate what’s important to them.1

This reveals a massive white space for travel brands—an opportunity to differentiate themselves and follow new paths to accelerate and grow their business.

The place to start? Understanding the new traveler today.

Travelers’ demands

The pandemic forced travelers—en masse—to shift their expectations completely and more rapidly than we’ve seen at any other time in history and caused them to rethink their purpose.

Travelers are now channel-less, contact-less, time-less and audience-less.

What does this mean for travel brands?

To help companies respond to these new travel preferences, we have identified critical accelerators to drive market differentiation and improve the travel experience:

1. Creativity to inspire.

Driving differentiation with scalable communications and innovative experiences will allow travel brands to meet rising motivations and ignite growth. Learn more.

2. 0-Channel distribution.

Travel brands need to adapt to new liquid demand in the distribution landscape to achieve better return on investment.

3. Tech-empowered.

The right technology foundation for recovery and growth requires incremental transformation with agility, innovation and resilience at the heart. Learn more.

4. Data as guidance.

The combination of cloud and data expertise makes it possible to experiment with new loyalty initiatives, booking flows, customer care and experience. Learn more.

5. Sustainability, the north star.

Travelers are attracted to companies with a track record of green operations, so travel brands need to build sustainability into their DNA. Learn more.

View All

The takeaways

Travel companies have important choices ahead. It’s one thing to be aware of how the acceleration of new travelers’ demands is pressuring the industry. It’s another to see the opportunities in of all this change—and seize them. We can help you. Let’s begin with these takeaways:

  1. Redesign your inspiration strategy
  2. Adopt a liquid demand centric distribution strategy
  3. Use data as a guidance layer to orchestrate the whole customer experience value chain
  4. Design, build and communicate your sustainable platform


1 Life Reimagined: Mapping the motivations that matter for today’s consumers

Miguel Flecha

Managing Director – Strategy & Consulting, Travel, Europe

Dan Ciocoiu-Muntiu

Managing Director – Song

Teresa González-Trevijano Martín

Consultant – Song

Esther Sanz

Analyst – Song


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