People aren’t letting their budgets get in the way of their holiday aspirations, but to ensure they won’t experience financial regret upon returning home, they’re looking for various ways to reduce costs. No-frills airline 

 is making affordable trips feel luxurious with the introduction of package holiday deals, while 

 give jet setters access to exclusive bargains so they can mitigate the 

 is going a step further by offering a $399 all-you-can-fly ticket valid between May and September 2023 – though buyers will need to be flexible with dates. These offerings all tap into the fact that travel is a priority for many people, with 

 saying it’s the most important thing they plan to spend on in 2023 and 

 surveyed in 2022 saying they intended to travel 'no matter what' over the summer despite inflation-related concerns.

‘Go big or go home’ is the mantra for a significant number of holidaymakers, yet higher-end travel options need to 

 to get these individuals spending. Highlighting how travellers are reaching for more premium options than they might have considered pre-pandemic, Culture Trip content director 

 says that “first class is probably not worth the extra cost to many, but the small, convenient additions of business class travel appear to be more reasonable.” 

 resorts are proving popular among those toeing the line between saving and spending, ensuring that food and drink costs are fully covered. In China, some travellers are splashing out on 

 – a ‘lifestyle upgrade’ that elevates the baseline quality of their trip. And as people push for transparency, 

 is doing away with its ‘per night’ display for fees, instead showing users the true cost of their accommodation so there are no unexpected surprises in the form of cleaning fees or service charges.

In the wake of COVID-19, people are rethinking what they want from travel, making 

 and immersive experiences central to notions of ‘value’ for some. This might involve heading into the 

 with Wild Awake for a wellness-focused retreat, indulging in 

, taking a package trip with strangers via 

 with a range of exclusive perks. Meanwhile, as evidenced by the record number of pilgrims visiting 

 in Mexico in 2022, travel may also serve as a way to foster meaningful connections with one’s faith. Whether they’re looking to 

 and explore on their own terms or dive into 

, there’s a drive towards travel experiences that help people recharge as they expand their horizons and whet their appetite for exploration.

of Gen Yers and Zers in the US say the trips they value the most didn’t cost a lot of money

How is Wild Awake meeting people’s demands for a deeper connection with nature?

In the wake of the pandemic, young people are seeking out wellness-focused outdoor experiences on their doorsteps. Wild Awake is a nonprofit organization that curates sensory day trips in the Bay Area, catering to the growing demand for activities that merge wellbeing, nature, and spirituality.

Wild Awake: reconnecting Americans to the great outdoors

People are eager to go jet-setting again, but with the cost of living spiralling, many are having to get creative to make their revenge travel dreams a reality. Subscription-based services, which offer access to cheap and exclusive deals, are proving a popular way to explore on a budget.

Holiday-starved Britons save with travel subscriptions

American Gen Yers are eager to travel and are bringing their values with them. However, rising living costs mean these socially-conscious vacationers are also budget-driven. How can accommodation providers and platforms adapt to provide this cohort with impactful and affordable stays?

What do Gen Y Americans want from travel accommodation?

The latest TikTok travel trend, ‘flying naked’ goes beyond the argument of ‘travelling light’ with just a carry-on luggage, to the point of turning up with none at all. Beyond practicality, it sparks debate on performative versus purposeful behaviors that accompany online viral cultural moments.

The ‘flying naked’ travel trend is taking off

Aussies are redefining travel, balancing tight budgets with a desire for meaningful escapes. From passion-driven trips to workcations, they’re prioritising experiences that reflect personal interests. How can the needs of value-seeking travellers be met without compromising on memorable experiences?

Why Aussies find ways to travel even on a tight budget

Café di Preto is a micro-roaster that actively promotes Black protagonism in the Brazilian coffee market by prioritising diversity at every stage of the production process, from the plant to the cup. It's a great example of a brand shining the spotlight on underrepresented communities.

Café di Preto brings Black protagonism to Brazilian coffee

When it comes to travel, mindsets are shifting. As awareness of overtourism grows, Brits are becoming more intentional and conscious tourists. Brands and businesses that educate and empower travellers on how sustainable travel can be a force for good will come out on top.

How overtourism is changing Brits' travel habits

While progress has in no way been swift, sports video games are slowly but surely evolving to platform female athletes. As interest grows in women’s sports and fans increasingly seek interaction beyond viewership, there is a need for greater visibility across identities.

Sports video games get an inclusive revamp

As more Australians with disposable income bolster the country’s travel industry, the luggage brand July has responded by expanding its affordable luxury offerings. Selling both style and practicality, it has met the needs of travellers seeking a bespoke touch as they head abroad.

Why July designs luxe luggage for cost-savvy travellers

NEOM, an ambitious development that embodies Saudi Arabia's bold vision for the future, is forcing FIFA into a leap of faith for the 2034 World Cup. As the experience economy shifts, brands worldwide are redefining their offerings to cater to the growing demand for multidimensional experiences.

FIFA goes futuristic in 2034 World Cup host announcement

Solo travel is reshaping how Australians explore the world, driven by a desire for freedom, self-discovery, and deeper connections. From soul-searching escapes to reconnecting with passions, adventurers across generations prioritise unique, meaningful experiences over material possessions.

What do Aussie solo travellers want from their trips?

Former tech giant Nokia will have its cultural legacy celebrated through a design archive acquired by Aalto University in Finland. From sketches to marketing strategies, the collection will tell the story of the rise – and fall – of the mobile phone manufacturer that shaped a generation.


Nokia's archive taps into '90s nostalgia

InterContinental Hotels Group is enhancing its multigenerational travel offering to boost growth for its luxury portfolio. As high-net-worth travelers prioritize vacations as a collective experience with their loved ones, they’ll expect brands to craft holidays that have something for everyone.

IHG embraces multigenerational holidays in luxury travel

With a multi-billion-dollar pink opportunity on the horizon, governments and businesses around the world are investing in products and services to appeal to queer travellers. When it comes to travel, safety and acceptance are top of mind for the community. How can companies offer this while authentically tapping into LGBTQ+ groups?

How can Asia cater to LGBTQ tourists seeking safety and inclusion? 

A Nielsen Sports report has revealed that Formula One is the world’s most popular annual sporting series, with its fanbase having grown to over 750 million people. With many routes in for fans who aren’t avid or die-hard supporters, F1 has become an example for sports looking to reach new audiences.

Off-track action key to Formula One’s growing fandom

Sicily is offering a low-cost sleeper train to ensure a wider variety of Sicilians can afford to go home and visit family during the winter season. But as slow travel grows in popularity, there’s a gap in affordable travel and a need for brands to ensure greater accessibility.

Sicily tackles traveller costs with affordable trains

Paris is cracking down on unlicensed Airbnbs with hefty fines and reduced rental limits, aiming to curb overtourism and housing issues. This shift could benefit local hotels and residents while potentially raising accommodation costs, reshaping the balance between tourism and local community needs.

Paris tackles tourism in Airbnb crackdown

With women in China being more self-sufficient than ever before, this financial freedom has influenced how they travel, and many are choosing to do so alone. But amid tensions between the rising “she economy” and persistent social expectations to start a family, some are keen to make travel rewarding.

Why Chinese women feel empowered to travel solo

Qatar Airways is celebrating the upcoming Qatar Grand Prix with limited-edition F1-themed in-flight experiences for passengers across all classes. The partnership demonstrates how cross-sector collaborations are revealing the influence of fandom in people’s everyday lives.

Qatar Airways collab targets F1 fandoms 

Oojo has launched its innovative travel platform in Germany, offering seamless booking and exceptional service to the country’s digital-savvy travellers. As people seek out more efficient, personalised experiences, brands can thrive by adopting AI and tech solutions to meet evolving needs.

Oojo's German launch targets personalised travel lovers 

There's a growing trend in the US among coffee drinkers seeking out more immersive experiences. People are looking for offerings that celebrate the bean and its origins and allow them to deepen their understanding of the drink – with coffee culture shifting to communal and educational events.

Americans seek out immersive coffee experiences

Against a backdrop of nightclub closures and rising drinks prices, Britons are looking for low-key, affordable ways to party. In response, dating app Bumble and hard seltzer brand White Claw have hosted their own house parties, speaking to a desire for community and intimacy.

White Claw and Bumble tap into British house party scene

Airbnb’s Xmas ad puts a spin on the classic poem ‘A Visit from St. Nicholas’ to drive home the benefits of staying at an Airbnb over a hotel. As crackdowns on short-term rentals and a desire for ease push people to hotels, the company taps into one of its key advantages as a home away from home.

Airbnb Xmas ad targets hotel-averse vacationers

While there’s growing awareness of the impact of tourism on the environment and local communities, there’s also a widespread lack of truly meaningful action to address it. Canvas8 spoke to Jeremy Sampson to understand the role businesses can play in building a solution.

Jeremy Sampson on the future of sustainable tourism

Korean luxury hospitality group Josun Hotels & Resorts has launched a store to expand its online presence via its distinctive food and lifestyle products. With people searching for accessible indulgences, premium hotel-branded products can bring luxury escapism into homes.

Josun Hotels & Resorts launches online lifestyle store

More than ever, South Koreans are seeking holiday accommodation that’s a destination in itself. With hotels in South Korea rebounding from the pandemic, Koreans are also evolving their definitions of ‘rest,’ ‘luxury,’ and ‘hospitality,’ prompting local tourism to adapt too.

How South Korean hotels are adapting to attract visitors

Globally, birth rates are on a decline while pet ownership is on the rise. As more Gen Yers opt to parent ‘fur babies’ over human ones, pets and owners are becoming more codependent, providing businesses with plenty of opportunities to cater towards their shifting expectations.

Gen Y seeks brands that cater to pet-centric lifestyles

Luxury travellers have a new and exclusive way to experience Italy with the launch of the Orient Express’ La Dolce Vita sleeper trains. The revival of the once-defunct brand highlights the continued demand for luxury travel experiences, even as sales of high-end goods slump.

The Orient Express launches first new route in decades

For today’s travellers, it’s all about living in the moment, often trading future savings for once-in-a-lifetime experiences. Drawn to Australia’s unique landscapes for adventure and personal enrichment, visitors are reshaping the tourism landscape. How can brands meet their evolving needs?

As travel desires change, what are the new tourism opportunities in Australia?

In partnership with Trainline, Brentford FC is offering fans discounted train tickets to attend its away matches. The initiative highlights the gradual shift towards slow travel and the pivotal role brands can play in bridging the gap between eco-conscious desires and actions.

Brentford FC encourages sustainable game day travel

While Japanese LGBTQ+ people still face challenges in their quest for equal rights, Tokyo’s predominantly queer Ni-chōme district has thrived thanks to its tight-knit social circles and atmosphere of activism. While the district mostly comprises smaller ‘box’ bars, there are still plenty of lessons that bigger brands can learn from their success.

How Ni-chōme’s safe spaces attract LGBTQ+ revellers and their allies

Brompton Recycled is a discounted program offering lightly used, refurbished products. As more and more people seek sustainable commutes and travel options, brands can play a pivotal role in reframing ownership mindsets and encouraging circular behaviors to hack mobility.

Brompton Bicycles pilots sustainable travel program

How has Fintech changed the way Germans approach money management? How is the rise of spirituality and diverse belief systems changing the religious landscape? And why is marriage on the decline? This Cultural Snapshot of Germany in 2024 explores the key behavioural shifts.

A Cultural Snapshot of Germany: 2024 - 2025

Young Australians are travelling worldwide to see their favourite sports teams, creating a new phenomenon of ‘sportscursions’ that blend travel with the excitement of live sports. As sports tourism evolves, opportunities arise for Aussie brands to target new markets and embrace inclusivity initiatives.

How ‘sportscursions’ could get Aussies travelling more

Virgin Atlantic introduces BSL-trained crew, addressing communication concerns for deaf and hard-of-hearing passengers. This allows marginalised travellers to feel supported and gives them autonomy and confidence to navigate a world that is often not the default for individual nuances.

Virgin Atlantic meets deaf needs with BSL-trained crew

Aussies are keen on experiential travel experiences, with many consciously choosing destinations and activities with communal benefits. As people increasingly prioritise authentic connections, there's an opportunity for brands to create offerings that foster social interaction and shared moments.

Australians value community-led and experiential travel

The coolest Gen Z adults in Los Angeles aren’t meeting up at bars. Instead, they can be found at LA Chess Club, a meet-spot up where people get together to play a game with an uncool reputation. What can this tell us about young people’s desire for authentic real-world connections?

How LA Chess Club forms a community from IRL competition

As post-pandemic revenge travel slows, increased demand for corporate retreats is fuelling a welcome uptick in group bookings for the hotel sector. Amid an ongoing pushback against return-to-office mandates, the trend hints at a need for ‘new normal’ solutions to boost workplace cohesion.

Corporate retreat comeback offers boost to hospitality 

An exhibition at the Centraal Museum in Utrecht is providing a platform to designers from Morocco and the Moroccan diaspora, showcasing their contributions to the fashion world – seemingly a response to previously overlooked communities calling for acknowledgement and representation across sectors.

Fashion exhibition spotlights Moroccan designers

For anyone visiting Australia, one thing that quickly becomes most apparent is how everyone is seemingly running on an early schedule – as in, sunrise early. With a majority of the country reportedly up before 7am, we examine why Aussies jump out of bed earlier than most. 

What are Australians doing (and buying) so early in the morning?

Aussies are united by their love for sport, and the record-breaking attendance at the 2024 Australian Open is not the only proof of that. As online communities and content consumption habits evolve, what does it mean to be a sporty Australian, and how can brands place themselves accordingly?

How can brands win over sporty Australians?

Luxury streetwear label Aries has partnered with Premier League club Arsenal on a 26-piece collection that pays homage to their shared birthplace of North London. Here, geography plays a key role in the credibility of the collaboration, but there are other ways to make co-branding appeal to shoppers.

Arsenal x Aries leans on the appeal of shared experience

Research from The Collective reveals that almost three-quarters of women globally identify as avid sports fans. Significantly sponsoring women’s sports is also an opportunity to enhance brand reputation amongst women’s sports fans. How can brands continue to support the growth of the industry?

Women’s sports fans want to see more brand support

Japan’s drinking culture seems to be changing, with declining sales, bans on public drinking and disputes over advertising in public spaces. As alcohol consumption declines since the COVID-19 pandemic, there’s an opportunity for brands to craft more original drinking occasions.

Japanese drinking habits are changing after the pandemic

Focusing on pleasure over performance, the Slow Cycling Club is the collaboration brainchild between two leading French sports brands. With a focus on slowness and satisfaction, the shift highlights a growing desire for a softer approach to endurance sports.

Slow Cycling Club apparel champions mindful cycling

Portion sizes in US restaurants are beginning to shrink due to rising food costs, climate concerns, and the "snackification" of mealtimes. Despite a sizeable contingent of Americans being unwilling to relinquish their super-size portions, the dining landscape is shifting.

US restaurant portion sizes begin to shrink

Seoul is hosting its first global webtoon festival and awards ceremony in Seongsu-dong, a vibrant cultural hub in the city, providing a participatory cultural experience. As webtoons gain global popularity, the government is supporting initiatives to engage fans both locally and abroad.

Seoul hosts immersive webtoon festival for fans

The summer of 2024 was a vibrant season of sport across Europe, with German teams and athletes attracting eye-watering sponsorship deals. But as people’s interest in sport evolves beyond the mainstream, Sponsoo is helping lesser-known athletes, teams, and leagues get in on the action.

How Sponsoo empowers German fans to sponsor sports

The artist teamed up with Google Maps to spotlight sustainable transport and food options on her North American tour. As people want their favorite artists to reflect their values, there is an opportunity to appeal to eco-friendly habits by fostering discovery and community engagement.

Billie Eilish promotes eco-friendly actions on US tour

With budgets stretched and wellness front of mind, the mid-strength and no-and-low beer segments are thriving among drinkers Down Under. As people navigate financial headwinds and explore sober experiences, how can brands in the sector keep up with their evolving tastes?

What do Aussie drinkers want from their beer?

British Airways is investing in large projects to remove CO2 from the atmosphere. With people looking to the travel sector to take meaningful measures to curb climate impact, BA is setting a new standard for environmental responsibility with concrete steps to offset its carbon emissions.

British Airways invests massively in carbon removals

Luxury hotel The Standard taps tattourism by giving guests exclusive access to local tattooists during their stay. With the desire for curated, local experiences continuing to grow among travelers, The Standard is attracting dedicated followers seeking one-of-a-kind, locally-inspired experiences.

The Standard luxury hotel courts tattoo aficionados 

Australia put on a great showing at the 2024 Olympics, once again spotlighting the nation’s sporting prowess. But how are the ways that Aussies engage with athletes and teams evolving? What does the rise of both digital viewership and ‘sports-cations’ suggest about modern fandom?

How Australian sports fans’ viewing habits are changing

German food-tech startup Freda is gaining momentum, offering premium frozen meals that address people’s desires for convenience and low costs without compromising quality. Brands have an opportunity to balance this expansion with the more symbolic aspects of dining - from community to indulgence.

Freda gains momentum in Germany with premium frozen foods

TikTok is awash with videos featuring artfully curated personal items in airport security trays, turning routine security checks into unique storytelling canvases. An expression of individual style and creativity, the trend highlights desires to find beauty in the mundane and everyday.

Airport tray aesthetic finds beauty in the everyday

MOVeLOT, a Tokyo-based robotics start-up, is giving fans of the 1988 mecha anime franchise the chance to climb into and operate a lifesize version of one of the film's robots. With a new series planned for 2024, immersive tech provides a way to engage new and old fans more deeply.

Immersive experience lets anime fans operate a robot

The Mid-Autumn Festival has sparked a surge in local tourism, shopping, and dining in China. The holiday provides an opportunity to spend time with family, travel, and participate in rich traditions as people look to celebrate their heritage against a backdrop of rising national and cultural pride.

Mid-Autumn Festival sparks spending around celebrations

Audible has partnered with sex therapist Chantelle Otten to create an immersive dining experience that encourages conversations around sexual wellness. As food-based aesthetics continue to dictate marketing cool, there’s an opportunity to unlock meaningful indulgence for experience-hungry Aussies.

Audible podcast brings sex therapy to the dining table

Could AI be the next frontier in personalised travel? How can companies deal with overtourism? Are niche experiences going to replace shared global events? In this part of the 2025 Expert Outlook, we speak to three experts about how attitudes to travel and leisure are adapting to changing times.

2025 Expert Outlook on Travel and Leisure

A growing passion for wellness getaways and personalised adventures is seeing Singaporean and Chinese travellers take tourism to the next level. With wallets open and AI on their side, they’re harnessing platforms like Trip.com to help them enjoy memorable and truly transformative experiences.

Why Trip.com fulfils the Asian need for organised travel

Train travel may be on the up, but so are rail journeys from hell. The disruptions and cancellations are only half the battle for disabled passengers. Avanti West Coast is one operator modernising the customer experience with both innovative and inclusive features to upgrade UK rail.

How Avanti makes way for personalised access on UK rails

JPMorgan Chase has ventured into the travel sector with Chase Travel, helping aspiring luxury travelers streamline the planning process and get extra value from their everyday spending. With Gen Zers and Yers eager to go on once-in-a-lifetime trips, it’s making experiential desires more attainable.

How Chase Travel centers loyalty in financial services

A new partnership between Sotheby’s and Marriott will auction highly valuable collectables alongside exclusive itineraries. As the signifiers of status evolve and the lines between goods and experience blur, HNWIs are looking to commodify one-of-a-kind experiences to signal exclusivity.

Marriott and Sotheby’s upgrades exclusivity for HNWIs

Katanning, a town of 4,000 people located 300 km from Perth, has seen a rise in Asian tourists following a viral video showcasing its vibrant Malaysian community. The videos’ popularity highlights the demand for diverse content to foster cultural connections and understanding.

YouTube video draws Asian tourists to rural Australian town

Fruittella Brazil launched a sun-activated storybook, Lá Fora É Mais Legal, encouraging kids to play outside by revealing stories only in sunlight. This initiative highlights the importance of outdoor play in reducing the effects of excessive screen time often faced by digital native Gen Alphas.

Fruittella's sun-activating book promotes outdoor play

Zoomcar has launched a partnership with Mappls MapmyIndia to integrate its cars with AI-driven map technology. As people seek ways to make their journeys smoother, brands can utilise the power of new technologies to enhance the travel planning process and make public transport accessible to all.

Zoomcar and Mappls enhance road travel in India

The global market demand for athleisure is rising, and one brand that remains at the forefront is Lululemon. Its premium product range is underpinned by a community and ethics-focused business strategy that ensures that, despite the hefty price, the brand remains accessible.

Why Lululemon encourages active shopping among Britons

Fast food giant Pizza Hut is opening stores that offer smaller, cheaper versions of its favourites to attract cost-conscious diners in China. With people cutting back on dining out amid financial uncertainty, fast-food chains are proving to be more affordable and convenient options.

New Pizza Hut concept stores in China help diners save 

Travel and Leisure

People are reassessing travel plans to maximise their time and money

Seeking to make up for lost years, people continue to spend on travel despite economic headwinds. However, that doesn’t mean that cost doesn’t factor into their decisions. Indeed, ‘value’ is central to how people plan their trips, whether that’s reducing their spending on food by opting for all-inclusive resorts or maximising their time investment with meaningful journeys.