Our latest thinking

Travel DNA

In the Dentsu Consumer Vision 2030, we identified four overarching themes that will shape the next ten years in terms of consumer behaviour and brand response. Now, we have applied these themes to more specifically examine how the UK travel sector will change in the next decade and what this means for travel brands and the wider industry.  

The four forces that will shape the next ten years of consumer behaviour in travel are: Universal Activism, The Human Dividend, Bigger Bolder Brands and Synthetic Society. 

Each of the trends identified carries specific implications for brands in the travel industry. Exploring both the short and long-term implications of each trend, Travel DNA provides a framework for brands to build a long-term strategy to respond to the post COVID-19 world and ensure they can respond effectively to evolving consumer demands, attitudes, and behaviours for the next decade.