Each year at OutThere, we compile an annual luxury travel insights report that helps both our editorial and commercial teams plan out content and partnerships for the year ahead. It provides valuable predictions from data collected from our most engaged OutThere travellers about their travel behaviour, decision-making and spending habits in the luxury and experiential travel space. Over the last few years, we have released the findings to our partners who have found them incredibly useful. We’re pleased to be able to do so again this year.
Since the pandemic began in 2020, the landscape of travel has been highly changeable, causing OutThere travellers to act in ways that we had never seen before. We are all more than aware of the post-pandemic-driven industry trends; and we have even found that in some cases, longer-term forecasts were accelerated… while there is some evidence of levelling out and a return to pre-pandemic conditions, it seems travellers have gotten used to being impulsive and have become far more discerning… savvy even, playing the demand-side swing to their advantage. As such, patterns of behaviour – on the whole – remain somewhat unpredictable.
And even as we steadily emerge from pandemic times, we’re more than aware that travellers will face new and uncertain factors impacting their travel: economic and cost-of-living / cost-of-travel challenges (and with that price elasticity and rapid changes in demand), a war in Europe, enduring Covid ‘PTSD’ and even restrictions, among other ‘anxieties’ that may impact the way they book and travel.
Thus, this year’s report will focus on the macro-factors around luxury and experiential travel: the ‘why’ and ‘how’ we will travel this year and beyond, rather than just the ‘where to’ and ‘with whom’ that we’ve focused on in the past. It is in this data, that we have seen more enduring insights, over circumstantial or fashion-driven movements or inclinations.
This year, we have also deliberately concentrated on horizon-based insights, things that will impact the very near future, rather than those that are blue-sky and longer term. We have gone deeper to explore what OutThere travellers are thinking now, especially when it comes to travel’s much bigger questions, brought about by everything that has happened in the last few years and what we continue to face.
This year’s sample consisted of 5% of our readership: all affluent, opinion-leading and worldly OutThere travellers who share in our values of diversity, discovery and discernment. These travellers are redefining what luxury travel means in the new ‘roaring 20s’. While the sample is small, the value of the insights that we have received is significant. We hope that they will prove as useful to you as they are to us and help you to further understand the needs and wants of our unique audience base at this time and as we navigate the coming year.
If you have any questions, or would like to find out more about how we can help you engage with our audience, please don’t hesitate to let us know.
Uwern Jong & Martin Perry
Founding Experientialists, OutThere
Take me to the trends or continue scrolling down to browse.