BETC Havas unveiled today its latest Prosumer Report, 鈥楾ravel and Tourism: Can We Still Roam a World on the Verge of Collapse?鈥 exploring the comeback of travel and tourism in a post-pandemic world even in the face of climate change, an existential threat to human culture.
BETC Havas conducts its global proprietary Prosumer studies several times per year, polling more than 14,000 people in 32 markets across Europe, Asia, Africa, and the Americas. As today鈥檚 leading consumers and market drivers, Prosumers influence brand choices and consumption behaviours of others.鈥
Despite challenges ranging from over-tourism and high costs to climate concerns, the report concludes that travel and tourism are deeply embedded in modern culture and are here to stay. The phenomenon of post-pandemic 鈥渞evenge travel鈥 has not waned, and travellers are inclined to blame everyone but themselves for the sector鈥檚 impact on global warming.
The report focuses on six topline takeaways:
Nearly 66% of gen Zs want to make up for lost time by travelling often and to distant destinations.
Whether it鈥檚 the financial cost, airline hassles, or overcrowded tourist spots, 75% of Prosumers are willing to sacrifice many things to experience new places. The same percentage agree the relaxation of travel makes it worthwhile regardless of any ecological cost.
74% of Prosumers and around 60% of gen Zs love to share their travel experiences on social media鈥攅ven though many blame social media for the congestion that is 鈥渞uining鈥 the travel experience.
33% of Prosumers feel guilty about the environmental impact of travel, but many are happy to blame airlines (43%) or wealthy people who 鈥渇ly all the time鈥 (48%).
33% of Prosumers and gen Zs think it鈥檚 a matter of when鈥搉ot if鈥揼overnments will ban plane travel. On the surface, a slight majority of Prosumers (52%) are willing to accept limits on long-haul travel鈥攂ut research suggests they鈥檙e accepting 鈥渓imits鈥 they self-impose due to financial and time constraints.
33% of Gen Zs are growing blas茅 about travel.
鈥淚n the current environment, the most successful brands will cater to Prosumers鈥 need for enchantment and cultural immersion while making them feel good about their rising eco-conscious and community-minded choices,鈥 said Cl茅ment Boisseau and S茅bastien Houdusse, global chief strategy officers, BETC Havas.
Access the full report and follow Havas on and for the latest research findings from the groups.