Travel industry outlook 2022: Discover the unknown traveler



August 10, 2022 | 2 min read

Last Updated: Aug 10, 2022

The pandemic and the downturn in the global economy had a severe impact on the travel and hospitality sectors in 2020 and 2021, with lingering effects continuing into 2022. In this “new normal” world, the wants and needs of the modern-day traveler have evolved in line with changing priorities (think health and safety, cancelation policies, and increased flexibility).

For travel brands, this means the habits and behaviors of the past no longer provide a sufficient indication of what traveler attitudes, wants, and requirements are in 2022 and beyond.

Catering to “The Unknown Traveler”

The Unknown Traveler is Contentsquare’s latest travel and hospitality (T&H) industry outlook report, providing tangible context and advice for T&H executives on boosting the impact of digital data in delivering better online experiences in these disruptive times.

The Unknown Traveler

Insights and advice from ex-Forrester Analyst and VP of Marketing at Contentsquare, James McCormick.

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In the report, Contentsquare’s James McCormick (renowned digital analytics and CX evangelist, and ex-Forrester analyst) reviews the current state of the T&H sector and the behavior of travelers in a post-pandemic world. It espouses the prioritization of digital experience data for understanding the needs and requirements of today’s radically changed traveler. Ultimately, it provides guidance on what the digital experience priorities should be in this year ahead for the travel and hospitality industry.

Key takeaways:

  • The traveler has changed. The pandemic and other global factors have significantly altered how travelers behave today compared with 2019. And pre-pandemic insights on travelers before the pandemic is not relevant for decision-making today.
  • T&H execs must take a full lifecycle view on customer experience. When prioritizing their investment in experiences, T&H executives must consider all six phases of the traveler’s digital engagement with a brand including, Discover, Explore, Buy, Use, Ask, and Engage.
  • T&H execs must prioritize three experience improvement projects today. T&H execs must focus investment in 2022 and 2023 on: boosting page download speeds, improving journeys to category and product pages, and improving mobile journeys.

Download our travel industry outlook The Unknown Traveler today.