EMBRACING OUR GOLDEN AGE OF TRAVEL: A Mosaic of Innovation, Sustainability, Connectivity and Belonging

"The world is a book, and those who do not travel read only one page." - Saint Augustine

In the tapestry of human history, the threads of travel have woven intricate patterns, connecting distant lands and diverse cultures. Indeed, a powerful lure of travel has always been to experience that which we do not know or have yet to encounter. Travel is, and always will be, a supreme connector of people and experience.

Most industry leaders readily concede the current scope and breadth of change occurring throughout the travel industry is like nothing we have seen before. Words like “dizzying”, “frustrating”, “unpredictable” and “historic” are often used to describe what has become the new, accepted norm.  It’s as if we have embarked upon an epoch shaped by unprecedented global and economic forces which yield immense challenge and opportunity. Innovation at every level of the industry. Redefining of competitive boundaries. Expanded access to worldwide customers and transactions. Shifting societal standards creating new verticals and eliminating traditional practices. Indeed, the frenzied pace of progress tests the patience and resolve of everyone, from seasoned veteran to novice. Nevertheless, I believe this is our golden age of travel.

Every generation of travel enthusiasts likely thought their era was golden, too. Perhaps that’s to be expected when surveying progress and potential. But as I reflect upon our remarkable post-COVID recovery, and consider the unparalleled accessibility, technological breakthroughs, heightened awareness of the importance of sustainable business practices, and newfound appreciation for the transformative power of travel, I am convinced the next chapter we write for our industry could be our finest yet. Here are five reasons why:

• Travel Accessibility: gone are the days when venturing beyond one's homeland was a privilege reserved for the elite. The democratization of travel is a modern reality, with a record number of people having the opportunity to explore the world. Advances in transportation infrastructure, improved connectivity and the rise of digital platforms facilitating seamless bookings have collectively opened doors to unparalleled global expansion of travel. This is particularly important for the U.S. when we consider Brand USA is investing more in international marketing than ever before. If we can seize upon the potential of consistently delivering an efficient, seamless travel journey that balances high-tech with empathy and personalization, there’s no limit to what we can create for travelers worldwide.
• Technology:  digitally-defined travel services and experiences are eliminating barriers to entry and enhancing competitiveness within every travel segment. Consumers, meeting planners and travel advisors have more information at their fingertips than any previous generation, allowing for more informed choices and fostering a healthy sense of anticipation for the travel experience. Likewise, marketers have access to an amazing suite of advanced tools and highly targeted data, opening the door to hyper-segmentation and expanded service delivery. The old mantra for destination marketers was ‘know your customers like you know your friends’. Today, that mantra seems to be evolving to ‘know your customer like you know your immediately family members’. Scary, challenging, yet incredibly impactful on numerous levels. Add to this the massively transformational power of Artificial Intelligence to revolutionize the travel experience, making it more personalized, efficient, and enjoyable. Just imagine using AI to address the gaps and point-to-point inconsistencies in the traveler’s journey from beginning to end. Virtual and augmented reality also offer the potential to redefine the travel experience, as well as the marketing and sales of travel destinations and travel-related services.
• Shifting Preferences: the younger generation of travelers (notably Millennials and Gen Z) is poised to redefine travel preferences and behaviors on a grand scale. They are tech savvy, socially conscious and value travel differently than previous generations. We have already seen how their preference for authentic experiences and wellness travel can directly affect business models. As their earnings grow, they will continue to redefine what is new, next and necessary in travel, especially as we consider the aging population in many of the world’s major national economies.  
• Sustainability: greater awareness of the burden of travel on communities and the environment is prompting consumers and industry leaders to reconsider what is truly good. No reasonable person can deny the benefits of a healthy, robust travel economy, but following a path of sensibility as it relates to environmental stewardship, preserving historical and cultural treasures, and protecting community well-being, will elevate business and destination planning to win-win scenarios that largely escaped us in the past. This, of course, must square with economic sustainability. Noble practices that cannot be balanced with reasonable economic constraints will not likely yield desirable, long-term outcomes. But mindful planning with an eager embrace of innovative business practices and valuation of green infrastructure can overcome nearly every sustainability hurdle imaginable. For example, the early (and mostly dismal) reports of the utilization of Sustainable Aviation Fuel (SAF) left many pessimists wondering if SAF was a viable option. But that did not stop the teams at Delta Air Lines and Virgin from recently completing the first-ever transatlantic flight with 100% SAF, a remarkable feat that should be celebrated and repeated.
• Power of We:  perhaps no factor will force a change in how we go about designing and marketing travel than the intentionality of leading with an unwavering commitment of inclusivity. Beyond equitable recruitment and management of talent within the workplace, an active awareness of what makes “we” greater than “me” can positively affect business practices and strategies. More inclusive recruiting, hiring, marketing and partnering will deliver increased productivity, broadened perspectives, winning strategies and wiser decision-making. Ultimately, a genuine desire to not just be perceived as inclusive but, rather, a yearning to foster a sense of belonging for those we work with, and those we hope to attract, will lead to historic progress on many levels. This is especially true when we consider the importance of engaging members of underrepresented communities and attending to the needs of travelers facing physical, mental and sensory limitations.

All of this is not to suggest that our travel industry, and the destinations therein, are without problems or limitations. Workforce issues still plague many segments of our industry. Service levels leave a lot to be desired, challenging the notion of brand loyalty. Inflationary pressures and dynamic pricing have led to historically high price levels, which may unintentionally exclude some consumers. And too often, it seems, the stated importance of topics such as sustainability and inclusivity do not translate to meaningful action.

But no golden era of any measure was ever without problems, challenges or limitations. Beyond the practical and economic value of progress in travel, perhaps the most important consideration for our near-term future will be whether industry leaders truly prioritize travel as an essential, transformative force of good. Why would anyone do otherwise? Allowing the comfort of tradition, the lure of short-term profitability and the fear of the unknown to shape our thinking will only hold us back.

Mark Twain’s famous quote about travel being fatal to prejudice, bigotry and narrow-mindedness is frequently cited by travel enthusiasts as an affirmation of the value of travel, and for good reason. But the latter part of his quote, suggesting that charitable views of humanity cannot be acquired by staying in the same place, is often ignored or overlooked. And yet, Twain’s observation is every bit as relevant for today’s leaders guiding and shaping the future of travel as it is for the individual traveler’s world perspective. We should aim for nothing less than to seek that charitable mindfulness Twain holds so high, as we embark upon this exciting journey. Indeed, we can, and must, aim to make this our Golden Age of Travel.