Travel is undergoing a profound and even revolutionary shift, according to a broad new study by the leading global communications agency Euro RSCG Worldwide.
The results of the study were released in Know magazine's The Future of Travel: The New Vocabulary of Travel and Tourism. Know is a publication of the Euro RSCG Worldwide Knowledge Exchange, a global initiative that pushes knowledge and insights across the Euro RSCG network of agencies.
Analysing the findings of its study of 2,357 adults in the US, France, and the UK, Euro RSCG reveals how changes in consumer consciousness are molding entirely new modes of travel-and a new industry to service them.
"For years, people have regarded travel as a way to splurge, an indulgence centred on escapism and fun," said Marian Salzman, president of Euro RSCG Worldwide PR, North America. "Now, we're looking to make our travel experiences more meaningful and better aligned with our personal values and goals. With millions of people wanting to feel good about the impact they have on the world, there's been a reboot of travel values and expectations."
The study places a special focus on the segment of respondents identified as prosumers.
This highly influential group is ahead of the curve in adopting a more mindful approach to consumption that incorporates concern for the environment local communities, and the global citizenry. For prosumers, travel is about much more than getting from Point A to Point B and back again.
According to the study:
• 66 per cent consider themselves "Citizens of the world," suggesting a more globally minded attitude and approach.
• 73 per cent believe extensive travel is key to making a person more interesting.
• And 59 per cent contend that where and how they travel says a lot about who they are. Where and how prosumers travel is undergoing a decisive shift, as detailed in the report.
Their objectives for vacation periods are changing and so are the demands they are placing on their brand partners.
To lead in the category going forward, it is vital that brands fulfill these four imperatives:
• Accept and embrace "green" as the standard way of doing business.
• Offer products and services that satisfy prosumers' desire to live more mindfully.
• Master social media in order to engage prosumers before, during, and after each travel experience.
• Embrace the new models of luxury and customer service Euro RSCG has identified.
Awareness of environmental impact has been all but absent from most travel considerations until recently.
"Whereas not so long ago the issue of 'going green' was one of exhortation and persuasion," Know magazine explains, "now it is more a matter of shade, degree, and implementation".
Brands and companies are finding that eco-consciousness has progressed from a fringe notion to a business mandate. Euro RSCG research into the New Consumer (2009) has found that 74 per cent of prosumers feel good about making environmentally friendly choices, and 63 per cent are paying more attention to the environmental and social impact of the products they buy.