Travel is undergoing a profound and even revolutionary shift, according to a new study by communications agency Euro RSCG Worldwide.
Analysing the findings of its study of 2,357 adults in the U.S., France, and the U.K., Euro RSCG reveals how changes in consumer consciousness are molding entirely new modes of travel — and a new industry to service them.
The study places a special focus on the segment of respondents identified as Prosumers.
According to Euro RSCG, 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 percent consider themselves “Citizens of the World”, suggesting a more globally minded attitude and approach. Also, 73 percent believe extensive travel is key to making a person more interesting, and 59 percent contend that where and how they travel says a lot about who they are.
Prosumers’ objectives for vacation periods are changing and so are the demands they are placing on their brand partners.
New modes of travel
New modes of travel — including cultural and educational tourism, geotourism, voluntourism, and so-called slow travel — are catering to this newly emerging desire for more, said Claus Lindorff, managing director of Euro RSCG agency BETC Luxe.
“The shifts in mindset behind these new modes of travel have been building strength for years. What has brought them to a broader market is the ascendancy of social media. Now that mainstream consumers can participate in real-time communities focused on a new approach to travel and living, this hyper-focus on social values in travel has blossomed,” said Lindorff.
For brands, social media offer creative ways to keep Prosumers engaged well before and long after each actual travel event.