Travel is back*

More Consumer Travel, Less Business Travel.

“Revenge travel is going to be a huge trend.” -Brian Kelly. Think about how many big trips got cancelled! Honeymoons, graduation trips, spring breaks — there is going to be a tremendous boom in leisure travel as soon as people feel safe again.

While the most recent chapter of consumer drove us from prioritizing possessions (purchasing physical goods) to emphasizing experiences (spending on events and travel), I believe that the next leg will lead us from emphasizing experiences to treasuring transformation (buying into a better version of ourselves).

Those of us who spend our careers analyzing businesses tend to see these types of massive behavioral shifts from a business-first perspective, but what does this look like for consumers?

Brands have incredible influence and can guide loyal customers to try new things. Consumer loyalty is not always about wanting the same thing but exploring new things with trusted brands.