NewDigitalAge: Wellness, Sustainability and Last-minute Trips—The New Face of Travel Marketing Post-pandemic

Travel has changed. As one of the industries most impacted by Covid, a tough and volatile two years have taken their toll and travel brands have been left with a host of complex challenges. Post-pandemic, it’s difficult for brands to know if they should be marketing to the same consumers and leveraging the same strategy. In short, the answer is no. Consumer booking preferences and behaviours have changed, but how so? 

Through analysing unique onsite search and transactional booking data, Captify and Forward, the media and marketing arm of lastminute.com, the European Travel-Tech leader in dynamic holiday packages, have uncovered new travel trends triggered by the pandemic and emerging audiences that will shape the future of travel. 

A swell in wellness seekers

The COVID-19 pandemic reinforced the increased importance of prioritising mental and physical wellness and elevated it as a value for consumers across the globe, including travellers. Captify’s Search Intelligence saw more than 56 million average monthly wellness travel searches and a surge in growth of wellness seekers across both the UK and Europe – with a 10.7X and 3.2X increase, respectively – fuelled by a growing generation of travellers looking to integrate wellness into their trips. This audience is actively seeking more information about spa retreats, self-care, healing retreats, detox and holistic nourishing experiences.

Want to find out more? Read the full article on NewDigitalAge and explore the trends in full here.