The Rise of the Immersive Traveler in a Time of Global Uncertainty SKIFT REPORT 2016

Skift + Momondo Group Present:

specialreport

Even in troubling times, travel emerges as the remedy to break down social and cultural barriers between humans around the world. Immersive travelers—those actively seeking to explore and understand their surroundings and the people who live there—are painting a picture of a more open world that shuns isolationism and builds bridges instead of walls.

The Rise of the Immersive Traveler in a Time of Global Uncertainty

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The Rise of the Immersive Traveler in a Time of Global Uncertainty SKIFT REPORT 2016

Executive Summary 4

Perceptions of Travel in Today’s Geopolitical Climate 5

The Ascent of Cultural Immersion in Travel (in Culturally Complicated Times) 8

Actionable Strategies for Creating an Open World 12

Executive Letter 13

About Us 14

Bio of the Author 14

Table of Contents

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The Rise of the Immersive Traveler in a Time of Global Uncertainty SKIFT REPORT 2016

The Rise of the Immersive Traveler in a Time of Global Uncertainty SKIFT REPORT 2016

There’s evidence that security issues and violence have been on the rise globally since 2008. The year 2016 has seen suicide bombers in Europe, the Middle East and Asia that killed scores of civilians, while the US suffered from the deadliest gun violence in its modern history. Meanwhile, Britain’s decision to leave the European Union created an international shock both economically and politically.

However, despite perceived travel risks and uncertainty about the global state of affairs, travelers are growing savvier and more resilient than ever. There’s a new kind of geopolitically-aware traveler who remains determined to make the most of the world, live without fear to have deeper, more immersive experiences.

The rise of the Immersive Traveler is linked with four major shifts in the last decade:

(1) The rise of social media and review websites, which allowed travelers to hear about far away destinations and cultures from trusted sources. These tools empowered the traveler to do his or her own research about destinations, rather than solely relying on the mainstream media. Furthermore, the internet and social media also made it easier than ever for individuals to connect with like-minded people, which enables a deeper exploration of their passions and interests, surrounded by a like-minded virtual community. Whether an immersive traveler is particularly interested in architecture, wine, fashion or organic farming, they can explore these interests deeper in new destinations.

(2) Cheap and accessible flight tickets thanks to a competitive industry meant that more people than ever can afford to travel. Low-cost carriers connect the world and bring people together. Moreover, the convenience of being able to look for tickets to any destination online, whether directly with airlines or via that other great enabler of the digital travel age, the flight search engine, has truly given travelers a sense of a more accessible world, as well as empowering them to take travel decisions out of their comfort zones.

(3) The Sharing Economy becoming mainstream untapped an infinite world of opportunities for the geopolitically-aware and immersive travelers. Especially as the digitally native population is getting more prevalent in global demographics, an increasing number of people don’t find sharing their belongings with strangers from the internet awkward anymore.

(4) Remote working opportunities and the globally rising culture of virtual offices enable millions of workers around the world to tap into the global workforce from anywhere with internet connection. This allows geopolitically-aware travelers to live in a certain destination and fully immerse themselves in the culture. It also drives local economic growth and boosts global business ties. These geopolitically-aware travelers, who tend to be a relatively young, well-educated and digitally savvy segment, also play a critical role in creating a more open world, establishing a stronger dialogue across cultures and popularizing the messages of peace and understanding. As they tend to share their positive experiences with their extended circles via social media and review websites, the geopolitically-aware immersive travelers are in a unique position to break the stereotypes and act as a band aid, bringing a world divided with tensions closer.

Executive Summary

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The Rise of the Immersive Traveler in a Time of Global Uncertainty SKIFT REPORT 2016