JWT Explores Travel Trends In "Travel: Changing Course"

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Report outlines Peer-Powered and Hyper-Personalized Travel, plus range of other developments.

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As the peer-to-peer marketplace expands in size and scope, it will increasingly upend the hospitality, tourism and transportation industries.

In its latest trend report, JWT, the world’s best-known marketing communications brand, surveys the latest travel trends, focusing on the rise of peer-to-peer services and hyper-personalization, as well as a range of other developments, from holographic concierges to pop-up hotels.

“As the peer-to-peer marketplace expands in size and scope, it will increasingly upend the hospitality, tourism and transportation industries,” says Ann Mack, director of trendspotting at JWT. “But it will also present opportunities to established travel brands. In partnering with peer-powered businesses or launching their own version of a P2P service, for instance, they can infuse freshness or modernity into their persona, broaden their appeal or get an existing consumer segment to look at them in an interesting new light.”

Travel is also getting hyper-personalized, thanks in part to the rise of Big Data and social media sharing. “Today’s travel industry is starting to fine-tune offerings around individuals—increasingly, even first-time customers will be known entities as companies shift from reactive information gathering to proactively researching customers before they arrive,” says Jessica Vaughn, JWT senior trends strategist.

The report also takes a look at Millennial travelers, whose adventurous and social approach to travel is influencing the industry in a number of ways, and maps out more than 20 Things to Watch in travel, from innovative tech tools and services to new categories of hotels to the next hot vacation theme.

JWT’s “Travel: Changing Course” is the result of quantitative, qualitative and desk research conducted by JWTIntelligence throughout the year. It includes data from a survey we conducted in the U.S. and the U.K. from Nov. 9–19, 2012, in which we polled 1,006 adults aged 18-plus, and input from experts and influencers in the travel, investment and marketing sectors.

The report can be found on JWTIntelligence.com. Additional knowledge and research on JWTIntelligence.com includes recent trend reports on mobile, embracing analog, health and happiness, food and JWT’s 10 Trends for 2013 and 100 Things to Watch in 2013.

JWT is the world’s best-known marketing communications brand. Headquartered in New York, JWT is a true global network with more than 200 offices in over 90 countries, employing nearly 10,000 marketing professionals. JWT consistently ranks among the top agency networks in the world and continues a dominant presence in the industry by staying on the leading edge—from producing the first-ever TV commercial in 1939 to developing award-winning branded content today. JWT embraces a WORLDMADE philosophy, making things inspired by the world through blending technological innovation with international imagination. JWT has forged deep relationships with clients including Bayer, Diageo, Ford, HSBC, Johnson & Johnson, Kellogg’s, Kimberly-Clark, Macy’s, Mondelez, Nestlé, Nokia, Rolex, Royal Caribbean, Schick, Shell, Unilever, Vodafone, Vonage and many others. JWT’s parent company is WPP (NASDAQ: WPPGY). For more information, please visit http://www.jwt.com and follow us @JWT_Worldwide.

JWTIntelligence is a center for provocative thinking that is a part of JWT. We make sense of the chaos in a world of hyper-abundant information and constant innovation—finding quality amid the quantity. We focus on identifying changes in the global zeitgeist so as to convert shifts into compelling opportunities for brands. We have done this on behalf of multinational clients across several categories including pharmaceuticals, cosmetics, food, home and personal care. For more information, please visit http://www.jwtintelligence.com and follow us @JWTIntelligence.

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