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While travel has always been about being open to new places, people and experiences, today’s traveller has become even more intentional about investing in adventures that will allow them to connect, grow and create unique memories.
More information, from a wider range of digital inputs, has contributed to creating the most purposeful traveller we have ever seen — supporting coral reef health in the Maldives, reliving onscreen accommodation moments in Manhattan and picking herbs for cocktail classes in Costa Rica.
A great experience tops the list of traveller demands
Three-in-four of those surveyed say what they need from their accommodation has changed in the last year. However, as accommodation properties globally play host to family reunions and wellness transformations, a ‘great experience’ is what today’s traveller wants most. The snowballing impact of pent-up daydreams, the memory maker is at the forefront of a roaring 20s rerun – an era of exuberance and excess.
So, who are the world’s top memory makers?
Currently, the Indian, Chinese and Indonesian traveller are at the top of the list, while the young, working traveller, staying at a luxury boutique property on their next trip, is the leading sub-group.
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Today’s working traveller is powered by moments
Perhaps at the memory making summit, the working traveller continues to seek out a stay that can act as a counter-balance to their working day. After growing consistently in recent years, in 2023 their numbers are becoming fewer, with the Chinese, Spanish and American traveller as three year-on-year outliers, and the Mexican traveller working more than when we spoke to them two years ago.
Offsetting their expenses via time at the laptop, we looked into the top 10 ways that the behaviours of the working traveller currently differ from those of the non-working traveller.
Accommodation as the dream destination
As properties evolve to become even better ‘third places’ to spend longer periods away from home and the office, the memory maker is seeking them out as destinations unto themselves.
One-in-two survey respondents are looking to spend either ‘considerable time’ or ‘most of the time’ at their accommodation on their next trip. Among Indian travellers, who top the list, it’s at least four-in-five.
Which traveller is seeking out onsite holidays the most?
Today’s traveller is bullish about beyond-the-room spending
Despite the vast majority adapting their accommodation decisions due to rising prices, the memory maker remains determined to enrich their stay by spending additional money beyond their room.
“Travellers, more than ever before, want to be stopped in their tracks by the incredible. The by-product of ongoing pent-up demand, they are seeking out a stay that not only resonates with the destination’s soul, but also becomes a unique and cherished memory.
At Vomo, we believe in creating these moments — slices of time that are heartfelt, authentic and elevated. Whether it’s via a Fijian Meke performance that shares the pride and joy of a century’s old culture, taking in one of the first sunrises on the planet, atop Mt Vomo from our yoga deck, a snorkel safari with a marine biologist or simply gifting some books to our neighbouring island of Yalobi so the children have books to read, the chance to create distinctive memories for our guests is a deep privilege for our team.”
