Focused Futures: What's Next in Travel?

Welcome to Focused Futures, a digital Q&A series where we sit down with industry leaders from diverse sectors to explore what they see coming into focus in their fields over the next 2-5 years.

Focused Futures is more than just speculative, hype-driven interviews; it's a window into the future of business, technology, culture, and beyond. We dive deep into the insights of those at the forefront of change, offering you a unique perspective on the trends and innovations that will shape our world in the near future.

Our conversations are designed to be both informative and accessible. Whether you're a business leader, an innovator, or simply curious about what comes next, Focused Futures is your guide to the ideas and developments that will define tomorrow.

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This Week's Feature: With Travel Booming, Where Are We Going Next?

In this episode of Focused Futures, we're thrilled to welcome Dulani Porter, she’s a dynamic and visionary leader with over 20 years of marketing experience. As EVP and partner for SPARK, one of the country’s top independent agencies, she has been a driving force behind its strategic services including the rebranding of Florida’s destination brand. She has also spearheaded the development of the agency’s award-winning hospitality practice, partnering with brands like Marriott Autograph Collection, Tribute, Kimpton, Curio and Hilton. Her roots in travel and hospitality marketing run deep, in our conversation we explored her take on what’s driving the change and meteoric growth of this evolving industry. 

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Q. Hospitality and travel brands have been a central focus of your career for some time now, there’s little doubt that the travel industry is currently booming, from someone who understands this industry at an expert level, what are the drivers that you find most surprising or unique?

The current travel boom's most surprising and unique drivers stem from a blend of societal shifts and technological advancements. First, the rapid rise of remote work has fundamentally changed how people view travel; it’s no longer just a leisure activity but an integrated part of their lifestyle. The idea of "workcations" has taken hold, where people extend their travels by working remotely from their destinations. Another unique driver is the heightened desire for experiential and meaningful travel. Travelers today are not just looking for relaxation or sightseeing—they want to immerse themselves in the culture, history, and the everyday life of the people and environments of the places they visit. This shift towards authenticity and sustainability is reshaping the entire industry. We’re also seeing that the surge in solo travel, particularly among women and younger generations, highlights a growing trend toward independence and self-discovery, which I find particularly compelling.

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Q. Travel trends tend to come and go, are there key trends you’re seeing out there that feel more macro and have staying power into the future?

Several macro trends have emerged that will have lasting power. First, the shift towards sustainability is not just a trend but a movement that will continue to shape the industry for years to come. We’ve seen this for a while in markets like Europe who has been a leader, but it’s really come into the consciousness of travelers globally now. Consumers are increasingly aware of their environmental impact and are choosing brands that prioritize sustainability and eco-friendly practices. Another enduring trend is the focus on wellness travel. As people become more health and wellness-conscious, the demand for travel experiences that promote physical, mental, and emotional well-being will only grow. Additionally, the rise of technology in travel, from AI-driven personalized experiences to virtual and augmented reality, is a trend that’s here to stay. These innovations enhance the travel experience, from inspiration to planning a trip, and provide new ways for consumers to engage with brands and destinations.

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Q. The big question is how long will the global travel demand continue, most signals show it’s not slowing down any time soon with it on track to surge to $5.5 trillion this year, do you see the growth continuing at this pace and is this just as much societal as economics? (IE; new generations prioritizing travel above all else)  

The growth of global travel demand is a fascinating intersection of societal and economic factors. Economically, as global incomes rise and more people have disposable income, travel becomes more accessible to a broader demographic. However, the societal factors are just as significant. Travel is increasingly viewed as a key component of personal fulfillment and a way to achieve a balanced life. For younger generations, in particular, travel is prioritized above material possessions; they value experiences over things. This cultural shift is driving demand and will likely sustain the industry’s growth for the foreseeable future. While I can’t predict if the current acceleration of travel will stay on it’s exact current pace, we can look back at previous times of economic constraint and see that travel is the one thing that people will try and protect. There will always be fluctuations due to external factors such as economic downturns or geopolitical issues, but the underlying societal desire for exploration and connection suggests that the overall trajectory will remain positive.

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Q. Whether it’s a resort, hotel, DMO, cruise, or restaurant brand – where or how do you typically like to start when it comes to defining and developing a breakthrough brand in such a competitive space?

When we look to build a brand, especially in the travel space, it’s important to recognize that our job is to not just tell but deliver a meaningful story through experiences to our guests. If you think about it like a movie, the ones that impact people are the ones that dive deep into a meaningful truth that connects people emotionally as they are taken on a unique journey through the screen. Building a travel brand is just like that. You have to find an authentic truth that only you can deliver, find meaningful ways to enable your guests to experience it and tell it in a way that only you can. Your brand is the script, and your people, space, and experiences are the cast, the set, and the blocking that make it come to life. If even one thing breaks down, your story really can’t land.

To define what that is, we always start with research. We have to genuinely understand what is important to our audience, we have to reflect internally and really make some hard decisions with our clients on the 1-2 things that really set us apart (vs. trying to be everything to everyone), and the brand development process is about building a foundation that brings those two things into harmony. Once we have our story and script, we look internally within the organization to make sure we can operationalize that brand and give the staff the tools, the talking points, and the expectations of behaviors to make it come to life. Once we have confidence there, we turn our story to our external audiences, our customers, to invite them to experience who we are and how we can make a genuine impact on their lives through travel. We have found this inside-out approach to be the most effective at creating not just brands that break through but ones that sustain success.

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Q. If you had to look 5-7 years down the road, what are the biggest changes that successful brands will be doing within this industry? Is there a specific sector or niche of hospitality and travel that has the potential to grow the fastest in your opinion?    

Looking 5-7 years into the future, successful brands will be those that can seamlessly integrate technology to enhance personalization while maintaining an authentic, human touch. We’ll see more brands using AI and machine learning to anticipate customer needs and provide hyper-personalized experiences. Additionally, sustainability will become a non-negotiable standard; brands that fail to adopt eco-friendly practices will likely be left behind. In terms of sectors, wellness travel and eco-tourism have the potential to grow the fastest. As consumers become more health-conscious and environmentally aware, they will seek out travel experiences that align with these values. The rise of digital nomadism also means ample opportunities for brands that can cater to the needs of remote workers, such as flexible and long-term stay options.

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Q. What are the most interesting ways in which your seeing younger travelers changing the industry? Are their certain brands, sectors, destinations, or companies that are evolving and adapting better to the next wave of travelers than others?

Younger travelers are revolutionizing the industry with their demand for authenticity, sustainability, and technology-driven experiences. They are less interested in traditional tourist attractions and more focused on unique, off-the-beaten-path adventures that allow them to connect with local cultures. This desire is lesser driven by the desire to “be the first” to experience something (social cred), and more connected to the desire to be personally transformed by their travel experiences. Brands who are adapting well to this shift include those prioritizing transparency and social responsibility. For example, companies that offer eco-friendly accommodations or that support local communities resonate strongly with younger audiences. Additionally, integrating technology—such as mobile-first booking platforms, personalized recommendations through AI, and immersive experiences via augmented reality—is key to capturing the attention of this tech-savvy generation. Brands that can blend innovation with meaningful, authentic experiences will thrive in this new landscape.

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Q. As you look into the future and see virtual technology advancing at its rapid pace, do you ever see a world where digital experiences replace physical OR as humans will we always crave the “real” physical experiences in your opinion?  

While virtual technology is advancing rapidly and has the potential to enhance and complement travel experiences, I don’t believe it will ever fully replace the desire for real, physical experiences. Humans are inherently social and sensory creatures; we crave the tangible connections, the sights, sounds, and smells that only physical travel can provide. However, virtual experiences will play a crucial role in the planning and decision-making process, allowing travelers to preview destinations or activities before committing. They can also offer unique experiences that aren’t possible in the physical world. In the future, I see a hybrid model where virtual and physical experiences coexist, enhancing each other. The key for brands will be to find the right balance and use technology to augment, rather than replace, the irreplaceable magic of real-world travel and human connections.

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