Globally, travellers are seeking transformational experiences

The world is getting smaller. The belief that everyone is different is being challenged. In terms of guests’ needs and wants, while there are still some nuances across countries, we are more alike than we are different.

So whether your market is domestic, international or a combination of both, there are some common themes influencing the daily decisions of the people you are looking to attract to your business.

Use this section as a starting point to better understand the current and emerging needs, behaviours, and motivations of travellers and where to adjust your operation or event to deliver the desired experiences.

Spotify & Culture Co-op Global Research 2019, 'Align with Consumers' to Win Their Hearts and Wallets Reports 2017