With the world adjusting to COVID as a fact of life, travel is making a roaring comeback in 2023. And that comeback entails several new consumer trends that visitor bureaus and hospitality businesses should be aware of.

1 | Vacationers are looking for ways to “travel light.”

More and more, travelers have been looking to slim down their luggage. Destinations that hope to lure the clutter-conscious should highlight hotels offering bulky items (such as exercise equipment) for rent, or introduce potential visitors to local businesses that can supply travel essentials.

2 | The off-season is becoming more popular.

One side-effect of a global pandemic: many people have become less comfortable with crowds. So if your area is a popular one with summer travelers, consider using your website or printed materials to promote attractions that are still available — and less overrun — in the winter. Or highlight wellness options to help vacationers beat those seasonal blues.

3 | Authentic experiences remain a big hit.

Increasingly, travelers — especially younger ones — shy away from familiar brands and look for engagement with locally owned businesses and attractions. (For example, a study by travel booking platform GetYourGuide found that 90% of travelers want to experience their travel destination like locals do.) One way to interest visitors in what your destination has to offer: interview local residents and business owners to have them share their favorite places and spaces in your promotional materials.

4 | Digital nomads are the new audience you need to capture.

“Digital nomads” is a term for workers who roam the globe in search of the best place to get things done remotely. Versatile, quiet spots that offer internet access are a major asset in the global travel market — whether it’s the porch of a rental home looking out over stunning mountain vistas, or a flexible co-working space in a trendy neighborhood.

5 | Group bonding activities are more important than ever.

As more and more companies embrace the “work from anywhere” trend, another side effect is that co-workers need new ways to bond. This is going to lead to an uptick in internal company travel, and therefore a surge in demand for fun team activities — think mini-golf, axe-throwing and obstacle courses.

At Today Media Custom Communications, we know travel! With more than 25 years of experience serving clients in the hospitality sector, we’re your perfect partner for visitor guides, travel blogs and other promotional material. Contact us at newbusiness@todaymediacustom.com to start the conversation!