{"id":1021,"date":"2021-06-18T08:30:27","date_gmt":"2021-06-18T12:30:27","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2021\/06\/18\/the-changing-definition-of-what-it-means-to-travel\/"},"modified":"2021-06-18T08:30:27","modified_gmt":"2021-06-18T12:30:27","slug":"the-changing-definition-of-what-it-means-to-travel","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/the-changing-definition-of-what-it-means-to-travel\/1021\/","title":{"rendered":"The Changing Definition of What It Means to Travel"},"content":{"rendered":"<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376258 = window.plc376258 || 0;\n            document.write('<' + 'div id=\"placement_376258_' + plc376258+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376258, [300,250], 'placement_376258_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376258++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n\n\n\n\n\n\n\n<figure class=\"wp-block-image alignright size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"960\" height=\"506\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2021\/06\/Travel-Therapy-Search-Trends.jpg\" alt=\"\" class=\"wp-image-1023\" srcset=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/06\/Travel-Therapy-Search-Trends.jpg 960w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/06\/Travel-Therapy-Search-Trends-300x158.jpg 300w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/06\/Travel-Therapy-Search-Trends-768x405.jpg 768w\" sizes=\"auto, (max-width: 960px) 100vw, 960px\" \/><\/figure>\n\n<p class=\"wp-block-paragraph\">In many ways, we\u2019ve just been living in a fog, and travel can be the antidote.\u00a0\u00a0 But what we want and need from travel will be different &#8211; which means the way travel brands connect with us and inspire should evolve as well.<\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc428354 = window.plc428354 || 0;\n            document.write('<' + 'div id=\"placement_428354_' + plc428354+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,428354, [300,250], 'placement_428354_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc428354++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n<h4 class=\"wp-block-heading\"><\/h4>\n<h4 class=\"wp-block-heading\"><strong>Trips with purpose<\/strong><\/h4>\n<p class=\"wp-block-paragraph\">Our travel won\u2019t just be for play in the near future\u2014It will be more purposeful. We\u2019ve recognized its effect on our lives, well-being and social connectivity. We will look for new, more specific benefits from our travel experiences and we\u2019ll more actively recognize its bigger value. We\u2019ll be more thoughtful about where we want to go and how we want to get there. The rebirth of the road trip isn\u2019t just because it\u2019s been a \u2018safer\u2019 way to travel, it\u2019s also a way to bond and share the experience of the open road. Each decision in our travel plans will be more thoughtful, even if spontaneous. Brands can help us see the emotional or lasting benefits of what they offer, not just the practical ones.<\/p>\n\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Less anonymity, more connection<\/strong><\/h4>\n<p class=\"wp-block-paragraph\">Pre-pandemic, Google search trends showed a <a href=\"https:\/\/www.customtravelsolutions.com\/resource-center\/blog\/why-travel-clubs-appeal-to-solo-travelers\/#:~:text=Solo%20travel%20is%20rising%20upwards,travel'%20between%202016%20and%202019.\">131% increase in searches for solo travel from 2016 &#8211; 2019<\/a>, and #solotravel was associated with over 5 million posts on Instagram. We sought time alone. We wanted to remain anonymous and fall quietly into the background. Today, connection is a driving force of travel decisions. In fact, Lonely Planet reported that 61% of travelers plan to use a trip as a way to reconnect with loved ones and 40% of travelers are extremely interested in multigenerational travel today. Even for those who do travel solo, nearly 90% of them hope to engage with locals. VRBO is tapping into this truth and positioning itself as a source of reconnection. Destinations and hospitality brands can use that opportunity to serve up group ideas, rates and interactions &#8212; especially in destinations with high vaccination rates.<\/p>\n\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Presence > escape<\/strong><\/h4>\n<p class=\"wp-block-paragraph\">No longer do we want to be away from it all, we want to be in it. We\u2019ve been disconnected for far too long. Today we carry a greater appreciation and understanding of being in the moment, being present. Over 80% of travelers want to experience something new and bucket-list destinations have become priorities. In recognizing life is short, perhaps we\u2019ve come to appreciate the wisdom in Ferris Bueller\u2019s words\u2026 &#8220;life moves fast, if you don\u2019t look around once in a while you will miss it.\u201d Help us bring our lives into focus; travel brands have the opportunity to embrace mindfulness as an advantage.<\/p>\n\n\n\n\n<h4 class=\"wp-block-heading\"><strong>We want to Reboot, not Recharge<\/strong><\/h4>\n<p class=\"wp-block-paragraph\">It may seem like semantics, but there is an important distinction here. Recharging means to \u201cregain one&#8217;s strength and energy by resting and relaxing for a time.\u201d Rather, rebooting is \u201cto start anew: to make a fresh start.\u201d Pre-pandemic we craved those \u2018lay back\u2019 moments that could refill our energy meter and help us feel whole again. But today, we don\u2019t just want to \u2018refill back to where we were before COVID. We are ready for something new, something more. We are ready to break open a new chapter of life. As people and travelers, we want to lean forward into experiences; to shake off the webs of last year. We are ready to take advantage of life and seize a new beginning. Beyond activities, how can your brand help us find new parts of ourselves or help us plot the next chapter?<\/p>\n\n\n\n\n<h4 class=\"wp-block-heading\"><strong>An era of awakening<\/strong><\/h4>\n<p class=\"wp-block-paragraph\">As people, we don\u2019t want to be told we need to be shaken out of our fog. Or that you offer experiences designed to \u2018reboot\u2019 us. Don\u2019t tell us all about the glory of your product or destination &#8211; help us feel it. We need travel brands to help us feel alive and aware. We need to see the world in three dimensions, rather than two; even before we set foot on a plane or in our cars. We need to come back from a travel experience seeing the world in a wider and fuller way.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">This is a moment where our senses need to be provoked. Brands have the opportunity to bring their experiences to us before we go to them. Smells, sights, sounds can help us feel what we\u2019ve been missing and reinforce the need to visit IRL. Sensory experiences and ideas that pull us into our worlds rather than push us to learn more will help brands win in this new era of travel.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">As we all begin to venture out, travel and tourism brands are poised to help us reboot and create a meaningful and memorable next chapter. To do that, don\u2019t just tell us about what you offer; make us feel it. Awaken us for what\u2019s next.<\/p>\n\n\n\n\n<h4 class=\"wp-block-heading\">\n<figure class=\"wp-block-image alignright size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"300\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2021\/06\/BrittFero-1.jpg\" alt=\"\" class=\"wp-image-1024\" srcset=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/06\/BrittFero-1.jpg 300w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/06\/BrittFero-1-150x150.jpg 150w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/figure>\n<\/h4>\n<p class=\"wp-block-paragraph\"><strong>BRITT FERO, PRINCIPAL\/FOUNDER<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">With a passion for growth, innovation and human insight, Britt has built her career helping a wide range of recognized brands re-energize their businesses locally, nationally and globally. Over her career, Britt has helped build and turn around brands including Kraft Heinz, United Airlines, the International Olympic Committee, the Islands of the Bahamas, American Girl, Aflac, Anheuser Busch, among others.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Prior to founding PB&#038;, Britt was the chief strategy &#038; media officer at Publicis Seattle, where she drove the agency\u2019s overall strategy and led the charge in unlocking clients\u2019 business potential. Prior to Publicis, Britt was a partner at Cole &#038; Weber United and spent the majority of her career at Fallon in both Minneapolis &#038; New York, a place where she learned the importance and power of culture, curiosity, compassion and creativity.<\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376259 = window.plc376259 || 0;\n            document.write('<' + 'div id=\"placement_376259_' + plc376259+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376259, [300,250], 'placement_376259_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376259++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n","protected":false},"excerpt":{"rendered":"<p>To many, it feels as though the skies have parted and the world around us is opening up. Our worlds have been \u2018unlocked\u2019 and it has us ready for what\u2019s next. In fact, the first place we\u2019ve gone is to our computers&#8230;\u201cGet me the heck out of here!\u201d<\/p>\n","protected":false},"author":7,"featured_media":1022,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[3],"topics":[2],"class_list":["post-1021","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-brands-marketers","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The Changing Definition of What It Means to Travel | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/the-changing-definition-of-what-it-means-to-travel\/1021\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Changing Definition of What It Means to Travel\" \/>\n<meta property=\"og:description\" content=\"To many, it feels as though the skies have parted and the world around us is opening up. 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