5 fascinating trends from Skift's MegaTrend conference


January 2024 – Mason Rose attended Skift’s MegaTrend conference hosted by Sarah Kopit and with panels from Adam Armstrong (Contiki), Andy Washington (Trip.com Group) and Anna Nash (Aman). Here are the five trends for 2024 that we found most fascinating:

  1. Live-streaming boom: Remember when Trip.com Group raked in over $360 million through livestreams in 2020? This wasn’t just a pandemic blip. Destination and product demos through live streams are a powerful engine for visibility and sales, now easier than ever thanks to most social media platforms offering “Go Live” options. TikTok, in particular, is strongly pushing this functionality and longer-form video content – don’t underestimate the power of connecting with audiences this way!
  2. Google vs. TikTok: Despite its meteoric rise during the pandemic, TikTok still divides hotel and travel brands. In the latest, Google’s search dominance is facing a challenge, as users are increasingly turning to TikTok for discovery instead of Google. TikTok recently added insights on traffic sources, video ranking, and CTR, showcasing its growing influence on Search. Keep an eye on this evolving landscape!
  3. Post-pandemic loneliness: Remote work may be the new normal, but it’s also fuelling a lingering sense of isolation. People crave connection, making group travel experiences like Contiki and G Adventures more appealing than ever. How can you capitalise on this desire for community through engaging group travel experiences?
  4. Wellness redefined: Forget traditional spa treatments, travellers are seeking advanced practices to optimise their well-being. Sleep optimization, intense workouts, recovery tech, and innovative diets are rapidly gaining traction. As we are on the move, holistic wellness offerings where we stay are an invaluable source.
  5. GLP-1’s – the unexpected travel trend: Weight-loss drugs like Ozempic and Mounjaro are projected to create a $100 billion market by 2030, with a predicted movement to more wellness and outdoors activities and a potential decline in food and beverage consumption. Airlines, resorts, and tour operators stand to benefit, while more food-focused businesses may need to adapt. Are you prepared for this potential shift?

Skift Trends’ thought provoking trend report is well worth a read.

Contact our team if you’d like to learn more about our travel trend insights, or for a copy of our Mason Rose 2024 industry landscape report, please contact Jenni Holman: jenni@masonrose.com.

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