Travel Trends 2025: Attention and Personalisation

Attention and Personalisation are how I’d sum up the key challenges for travel brands right now. Whilst it’s great to see travel thriving, it’s by no means an easy ride. Our travel clients are having to navigate significant shifts in consumer behaviours and expectations.

Mass market travel brands and budget brands, it’s very much about Attention right now – standing out from the crowd and then delivering on the basics of convenience and price.

For the luxury end, it’s also about Attention, but Personalisation is equally important.

The emphasis on personalised travel and authenticity shows no signs of slowing down, in fact we’re all predicting that this will continue to be of considerable importance. We’re happy about this as it means we have a receptive audience for brand communications with more character – which are inevitably more distinct and when done right, memorable.

Also, from our perspective as a brand communications agency this gives us focus and direction across all platforms and channels. We work with our clients to build loyalty and reputation. We know that shining the light on personalised itineraries, emerging destinations… all the little details which speak to customers on an emotional level will deliver not just in the current campaign but for long term relationship building. We use storytelling and curated imagery to capture imaginations and add depth to our communications. 

Anyone can tap into a search engine and pump out a basic and fairly decent itinerary. For the higher end of the market in particular, this means travel brands are going to need to unpick the very personal fine detail needs and wants at every stage of the customer journey from the initial research right through to booking. It’s going to be crucial to add something meaningfully different, that feels highly relevant and personalised. This won’t just deliver results in the short term but should set the brand up nicely for a positive, profitable relationship in the long haul (excuse the pun). 

IF. Agency travel client TravelTek has this to add, ’The market has never been more noisy or competitive. In the fight for attention, whether you’re a B2B or a B2C travel brand, having a clear, distinct and compelling brand position and identity is essential. Above all, the experience has to live up to the promise - loyalty and lifetime value are the keys to success and they an only be gained when you’re authentic and deliver on your promises.’ Mal Barritt, TravelTek