State of travel 2024
My Yearly Summer Reflection on the State of Travel – Purely Anecdotal and Nonscientific.
A new way to travel — the Rise of Slow Travel
Slow Travel embraces the mantra that it's all about the journey, not the destination. I tried this growingly widespread phenomenon this summer on a two-day slow boat cruise up the Mekong River in Laos . I must admit, at first, I was a bit freaked out. I’m one of those perpetually plugged-in people, always online, always on the go. And there I was, stuck on a boat with no WiFi, no entertainment, and nothing to do but relax.
Here’s the thing—I ended up loving it. I settled into the rhythm of the river. I rested when tired, ate when I was hungry, and just soaked in the stunning scenery. It was like a detox for my mind and soul, and I promised myself I’d do it again. Next time, I might trade the boat for the Belmond Venice Simplon-Orient-Express, which does an amazing?Istanbul to Paris train ride; ?it is slightly more luxurious but stays true to slow travel. ;-)?
Speaking of trains, I was thrilled to see?Heartcore Capital backing Byway,? a London-based travel startup that helps customers explore the world by traveling through it rather than flying over it.
Scrolling through the curated journeys offered on the Byway.travel website took me down memory lane, back to 1993, when I interned at Jysk Rejsebureau , a Danish travel agency specializing in crafting personalized, adventure-filled journeys. All team members were former backpackers turned travel advisors who helped curious young travelers piece together epic journeys across Southeast Asia, sharing stories, advice, and their contagious passion for exploration. Byway's recommended train journeys are delivered with that same passion.
It's funny—technology has put so much of that travel knowledge into our hands, and many believed that travel agents and advisors would be extinct by now. Yet it seems they are making a solid comeback. Recent data shows that younger generations are leaning towards this personalized service, preferring a tailored experience over the overwhelming options on DIY booking platforms. As one article put it, Young people want to go on vacation without all the hassle of planning one.
Although AI may shape the future, the charm of human connections remains undeniable. For now, we're not ready to give up on personal advice and recommendations.
Slowing Down in Style
And since we’re on the topic of taking things slow, I have to give a shout-out to?Raus.life ?and?Landfolk.com . Whether you’re looking for a boutique escape in the wild or a charming summerhouse in the Nordics, these are your go-to spots. They offer some of the most stunning and unique accommodations you’ll find—perfect for those moments when you need to disconnect and soak in the beauty of nature. I am a slightly biased investor here - sorry :-)
Speaking of rest, I'm thrilled about the upcoming sleep retreats Matthias Timmermann and Susanne ?berg are crafting at Kurhotel Skodsborg. I'm all in for experiences that help you recharge in the most luxurious and thoughtful ways.
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Air Travel: The Necessary Compromise
Let's face it — electric aircraft aren't ready for takeoff yet. But there's exciting news: SAS is confident we'll be taking to the skies in electric planes as soon as 2028—just four years away! (Read more about it here ..) Until then, we still have to rely on the dependable workhorses from Boeing and Airbus. It might not be the most glamorous part of our travels, but it’s the only way to reach those far-flung, bucket-list destinations.
Partnerships: A New Era in Travel Collaboration
Travel companies want to grow their direct customer relationships, and innovative partnerships are a tool for this. I've been studying five new partnerships to understand their mutual benefits.
Hilton and Small Luxury Hotels of the World (SLH): Hilton has formed an exclusive strategic partnership with SLH, allowing Hilton Honors members to book, earn, and redeem points at SLH properties worldwide on the Hilton website. This partnership significantly expands the luxury options available to Hilton Honors members. For the independently owned SLH hotels, getting bookings from Hilton's vast network of loyal customers increases the value they get as SLH members. A true win-win :-)
Plum Guide and Global Hotel Alliance (GHA): Similarly, the Global Hotel Alliance (GHA), the world's largest alliance of independent hotel brands, has entered into a loyalty partnership with the luxury home rental service Plum Guide. GHA DISCOVERY's 26 million members can now earn Discovery Dollars (D$) and tier credits when booking with Plum Guide. This partnership opens a powerful new distribution channel for Plum Guide, enhancing its reach and visibility, and GHA members gain access to a new supply category (villas) within their preferred loyalty group environment.
Hyatt and Mr & Mrs Smith: Hyatt's acquisition of Mr & Mrs Smith is another strategic "partnership" to bolster Hyatt's offerings. Like SLH and Plum Guide, Mr & Mrs Smith doesn't own the hotels but has curated a selection of unique properties that fit their criteria. The acquisition gives Hyatt loyalty members a bigger hotel portfolio to choose from when booking accommodation, and the over one million Mr & Mrs. Smith black-, silver- and goldsmith members gain access to Hyatt's loyalty universe. Lastly, it strengthens Hyatt's connections to new hotel owners in the upmarket/luxury market.
Airasia Superapp and Foodpanda: A different kind of partnership is making waves in Asia. Airasia Superapp and Foodpanda have joined forces to integrate the ride-hailing service AirAsia Ride into the Foodpanda app and give Airasia Superapp users access to all of Foodpanda's food delivery services directly from within the AirAsia app. This collaboration enhances the travel and dining experience for Southeast Asian users by combining the strengths of both platforms, creating a more seamless and powerful user experience.
CommBank and Hopper: In Australia, CommBank, which serves 50% of the population, has launched a Travel Booking service within its app—powered by travel startup Hopper. This new feature allows customers to book flights and hotels directly through their banking app, marking a first in Australian banking. It's an intriguing development, hinting at a future where more banks could integrate travel services directly into their platforms.
In summary, these partnerships are strategic moves that expand the reach and capabilities of the companies involved, enhance customer experiences, and create new opportunities for growth by leveraging complementary strengths. The overarching idea is that once a customer relationship is established—whether through a loyalty program or other means—big efforts should be made to keep them engaged with more options rather than let them find this elsewhere.
Resources
I'll leave you with a couple of resources that I've been a happy user of recently:
Founder, Travel Tech Essentialist: Elevating Travel Industry Decisions & Connections | Co-founder & Former CMO, eDreams
3 个月Anders, I loved this post. Very insighful and personal. And thanks a lot for the shoutout :-)