Travel: Miles Before Meals: Travel Takes Priority Over Dining and Shopping

Why is this topic trending? 

• Post-Pandemic Shift in Priorities: After periods of lockdown and restricted movement, there's a heightened desire for freedom, exploration, and new experiences. Travel represents an escape and an opportunity to create lasting memories, making it a more appealing discretionary spend compared to material possessions.

• Rise of Social Media and Influencer Culture: Platforms like Instagram, TikTok, and YouTube heavily feature travel content, inspiring others to prioritize their own travel plans. Seeing others explore the world can create a sense of FOMO (fear of missing out) and normalize travel as a desirable lifestyle.

• Increased Accessibility and Affordability (Potentially): While not explicitly stated, the growth of budget airlines, online travel agencies, and flexible accommodation options might make travel more accessible to a wider range of consumers.

• Emphasis on Well-being and Personal Growth: Travel is often associated with relaxation, stress reduction, personal development through exposure to new cultures, and a broader perspective on life. This aligns with a growing consumer focus on holistic well-being.

Overview:

The article highlights a significant shift in consumer spending priorities, as revealed by Skift Research's Global Travel Outlook 2025. The research indicates that travel has become the top discretionary purchase across all six surveyed countries, suggesting a growing preference for experiences over material goods like dining and shopping. This trend is linked to the "experience economy," where consumers increasingly value and invest in memorable activities and personal enrichment.

Detailed Findings:

• Travel Ranks First: In all six surveyed countries, when considering discretionary spending, consumers express the most excitement about travel.

• Shifting Priorities: This indicates a potential decline in the relative importance of traditional discretionary spending categories like dining out and shopping for goods.

• Experience Economy Driver: The finding supports the notion that the "experience economy" is gaining momentum, influencing how consumers allocate their disposable income.

Key Takeaway:

Consumers in 2025 are prioritizing spending on travel experiences over traditional discretionary purchases like dining and shopping, driven by a desire for experiences and personal enrichment.

Main Trend:

The "Experience-First Consumption" trend.

Description of the trend (please name it):

Experience-First Consumption: This trend signifies a fundamental shift in consumer behavior where individuals prioritize spending their discretionary income on activities, events, and journeys that provide personal enrichment, create lasting memories, and offer unique experiences, rather than primarily focusing on the acquisition of physical goods or routine expenditures like dining out.

What is consumer motivation:

The primary consumer motivation is the pursuit of enriching experiences and personal growth. This includes:

• Creating lasting memories: Travel offers opportunities for unique and memorable moments.

• Seeking novelty and adventure: Exploring new places and cultures provides excitement and breaks routine.

• Personal development: Exposure to different environments and perspectives can lead to personal growth and a broader understanding of the world.

• Status and social capital: Sharing travel experiences (especially on social media) can enhance social standing and create connections.

• Well-being and relaxation: Travel can be a way to de-stress, unwind, and improve overall mental and emotional health.

What is driving trend:

Several factors are driving the "Experience-First Consumption" trend:

• Increased value placed on time: Consumers may increasingly value how they spend their limited leisure time and prioritize activities that feel meaningful and fulfilling.

• Saturation of material goods: In many developed countries, consumers may already possess a sufficient amount of material possessions, leading them to seek satisfaction elsewhere.

• Technological advancements: The ease of researching, booking, and sharing travel experiences online has lowered barriers to entry and amplified the appeal of travel.

• Cultural shifts: A growing societal emphasis on personal fulfillment, authentic experiences, and living a well-rounded life contributes to this trend.

What is motivation beyond the trend:

Beyond the immediate trend of prioritizing travel, the underlying motivation reflects a deeper human desire for:

• Meaning and purpose: Experiences can provide a sense of meaning and purpose that material possessions may lack.

• Connection and belonging: Travel can facilitate connections with others, whether fellow travelers or locals.

• Self-expression and identity: Travel choices can reflect an individual's values, interests, and sense of identity.

Description of consumers article is referring to (what is their age?, what is their gender? What is their income? What is their lifestyle):

The article does not provide specific demographic information about the consumers driving this trend. However, we can infer some characteristics:

• Age: Likely spans a range, but younger and middle-aged adults who are digitally connected and value experiences are likely significant contributors.

• Gender: The trend is likely not strongly skewed towards one gender.

• Income: While travel can be expensive, the trend likely includes individuals across various income levels, with budget travel options and prioritizing travel over other discretionary spending making it accessible to more people.

• Lifestyle: These consumers likely value experiences, are open to new things, may be active on social media, and prioritize personal enrichment and well-being. They might be characterized by a desire for a more "lived" life rather than just an "owned" life.

Conclusions:

The research strongly suggests that the "Experience-First Consumption" trend is not a fleeting fad but a significant shift in consumer priorities. Travel, in particular, is emerging as the most desired discretionary purchase, indicating a fundamental change in how consumers derive value and allocate their spending. This has profound implications for various industries and how they engage with consumers.

Implications for brands:

• Travel and Hospitality: Significant opportunities for growth and innovation. Focus on creating unique, memorable, and shareable experiences.

• Dining and Retail: Need to adapt by offering experiences alongside their core products (e.g., culinary workshops, personalized shopping experiences, events).

• Marketing and Advertising: Shift focus from solely promoting products to highlighting the experiences they enable or complement. Emphasize the emotional and experiential benefits.

• Partnerships: Collaboration between travel, hospitality, and other sectors (e.g., wellness, adventure) can create more compelling offerings.

• Personalization: Tailoring travel experiences to individual preferences will become increasingly important.

Implication for society:

• Economic shifts: Potential growth in the tourism and experience-based sectors, with possible impacts on traditional retail and dining.

• Cultural exchange: Increased travel can foster greater understanding and connection between different cultures.

• Environmental considerations: The rise in travel necessitates a greater focus on sustainable tourism practices.

• Social equity: Ensuring that travel opportunities are accessible to a wider range of socioeconomic groups will be important.

Implications for consumers:

• Prioritization of experiences: Consumers will likely budget and save more specifically for travel and other experiential activities.

• Demand for authenticity and personalization: Consumers will seek genuine and tailored experiences that align with their interests and values.

• Increased focus on value for money: Consumers will likely be discerning about how they spend their money on experiences, seeking the most impactful and memorable options.

• Potential for increased personal fulfillment: Prioritizing experiences can lead to greater life satisfaction and personal growth.

Implication for Future:

The "Experience-First Consumption" trend is likely to continue and intensify. Future implications include:

• Further blurring of lines between industries: Expect more hybrid offerings that combine products and experiences.

• Technological innovation in experiences: Augmented reality (AR), virtual reality (VR), and other technologies will likely play a larger role in enhancing and transforming travel and other experiences.

• Sustainability as a key differentiator: Eco-conscious travel and experiences will become increasingly important to consumers.

• Rise of the "creator economy" in travel: Individual content creators and influencers will continue to shape travel trends and inspire others.

Consumer Trend (name, detailed description):

• Name: Experiential Prioritization

• Detailed Description: This consumer trend describes the growing tendency for individuals to allocate a larger portion of their discretionary spending towards experiences, such as travel, events, and activities, rather than solely focusing on the acquisition of material goods. This shift is driven by a desire for personal enrichment, the creation of lasting memories, and a perceived greater value in lived experiences over tangible possessions.

Consumer Sub Trend (name, detailed description):

• Name: Memory-Driven Spending

• Detailed Description: A sub-trend within Experiential Prioritization, Memory-Driven Spending highlights the consumer motivation to invest in experiences that are likely to create significant and positive memories. The anticipation, the event itself, and the recollection of these experiences become key drivers of purchasing decisions, often outweighing the long-term utility of physical goods.

Big Social Trend (name, detailed description):

• Name: The Experience Economy

• Detailed Description: This broader societal shift recognizes that economic value is increasingly derived from experiences rather than just goods or services. Businesses are adapting by designing and marketing offerings that engage consumers on a deeper, more personal level, focusing on creating memorable and transformative encounters.

Worldwide Social Trend (name, detailed description):

• Name: Global Pursuit of Enrichment

• Detailed Description: This worldwide trend reflects a growing global desire for personal growth, cultural understanding, and a sense of fulfillment that transcends geographical boundaries. Travel, as a key avenue for achieving these goals, is gaining prominence across diverse cultures and demographics.

Social Drive (name, detailed description):

• Name: The Aspiration for Lived Experiences

• Detailed Description: This social drive stems from a collective aspiration to live a rich and meaningful life filled with diverse experiences. Social media amplifies this drive by showcasing the experiences of others, fostering a desire for similar personal journeys and accomplishments.

Learnings for brands to use in 2025: (bullets, detailed description)

• Focus on the "Why" behind the purchase: Understand that consumers aren't just buying a product or service; they are investing in an experience or a memory. Marketing should emphasize the emotional benefits and the story the experience enables.

• Create shareable moments: Design experiences that are visually appealing and encourage social sharing. User-generated content can be a powerful marketing tool.

• Offer personalized and customizable options: Cater to individual preferences and allow consumers to tailor their experiences to their specific needs and desires.

• Embrace partnerships: Collaborate with complementary businesses to offer more comprehensive and appealing experiential packages.

• Integrate technology thoughtfully: Use technology to enhance the experience, not replace the human element. Consider AR/VR for previews or immersive elements.

• Prioritize authenticity and sustainability: Consumers are increasingly valuing genuine and responsible experiences. Highlight ethical and sustainable practices.

• Measure success beyond transactions: Track metrics related to customer satisfaction, engagement, and the creation of positive memories.

Strategy Recommendations for brands to follow in 2025: (bullets, detail description)

• Develop "Experience-Centric" Offerings: Shift product-focused strategies towards designing and marketing holistic experiences that resonate with consumer desires for memories, personal growth, and connection. For retail, this could mean in-store events or workshops; for dining, immersive culinary experiences.

• Invest in Experiential Marketing: Allocate marketing budgets towards creating interactive and engaging campaigns that allow potential customers to sample or envision the experience. This could include pop-up events, virtual tours, or influencer collaborations focused on showcasing the experience.

• Build Communities Around Experiences: Foster a sense of belonging and shared passion among customers by creating online and offline communities related to the experiences you offer. This can enhance loyalty and word-of-mouth marketing.

• Leverage Data for Personalization: Utilize customer data to understand individual preferences and tailor experience offerings, marketing messages, and even pricing strategies to maximize relevance and appeal.

• Embrace Digital Storytelling: Craft compelling narratives around the experiences you provide, using visuals, videos, and user-generated content to evoke emotion and inspire desire. Focus on the transformative potential of your offerings.

Final sentence (key concept) describing main trend from article (which is a summary of all trends specified):

In 2025, the pursuit of enriching and memorable travel experiences has superseded the allure of traditional discretionary spending, signifying a decisive embrace of the "Experience-First Consumption" trend.

What brands & companies should do in 2025 to benefit from trend and how to do it:

Brands and companies should align their offerings and marketing strategies with the "Experience-First Consumption" trend by:

• Shifting focus from products to experiences: Design and promote offerings that provide unique, memorable, and shareable experiences.

• Emphasizing the emotional and personal benefits: Highlight how their products or services enable or enhance experiences.

• Creating opportunities for engagement and interaction: Foster a sense of community and allow consumers to actively participate.

• Leveraging digital platforms for storytelling and connection: Use social media and online channels to showcase experiences and connect with consumers on an emotional level.

• Collaborating with others to create comprehensive experiences: Partner with complementary businesses to offer bundled or integrated offerings.

Final Note:

• Core Trend:

  • Name: Experience-First Consumption

  • Detailed Description: Consumers are prioritizing spending on experiences (like travel) over material goods (like shopping and dining), driven by a desire for lasting memories, personal growth, and social connection.

• Core Strategy:

  • Name: Experiential Integration

  • Detailed Description: Brands should integrate experiential elements into their offerings and marketing, focusing on creating engaging, memorable, and shareable moments for consumers.

• Core Industry Trend:

  • Name: The Rise of the Experience Economy

  • Detailed Description: The economy is increasingly driven by the creation and delivery of valuable experiences, requiring businesses across sectors to adapt their models to cater to this demand.

• Core Consumer Motivation:

  • Name: Pursuit of Enrichment

  • Detailed Description: Consumers are motivated by the desire for personal growth, new knowledge, cultural understanding, and the creation of meaningful memories through their spending choices.

Final Conclusion:

The Skift Research findings underscore a fundamental shift towards an "Experience-First Consumption" model, with travel leading the way in consumer discretionary spending for 2025. Brands that recognize and strategically adapt to this trend by prioritizing the creation and marketing of enriching and memorable experiences will be best positioned for success in the evolving consumer landscape.

Core Trend Detailed:

Core Trend Detailed: Experience-First Consumption

This core trend signifies a fundamental change in how consumers allocate their discretionary income and derive value. No longer solely focused on acquiring physical goods, consumers are increasingly prioritizing spending on activities, events, and journeys that offer personal enrichment, create lasting memories, and provide unique sensory and emotional engagement. This shift is driven by a confluence of factors, including a post-pandemic re-evaluation of priorities, the pervasive influence of social media showcasing experiential lifestyles, and a growing societal emphasis on well-being and personal growth through lived experiences. Travel, as highlighted in the article, serves as a prime example of this trend, embodying the desire for exploration, novelty, and the creation of significant life moments. The implications of Experience-First Consumption are far-reaching, impacting how businesses design their offerings, communicate with their audiences, and measure their success, necessitating a move beyond transactional relationships towards fostering meaningful connections through impactful experiences.

Source: https://www.statista.com/chart/33837/ranking-of-discretionary-expenses-country/?__sso_cookie_checker=failed