Tourism, badly hit by Covid-19, war in Ukraine and the cost-of-living crisis, is witnessing a shift in consumer motivation, as people move from seeing travel as a status indicator to being an aspect of self-care.

This is the view of two senior strategists who explore trends set to shape the decisions of marketers in the travel category for 2023, in an exclusive article for WARC. 

Why it matters

Just as the travel category is bouncing back from an existential crisis during the Covid-19 pandemic, looming recession will once more impact brands in the category. But with new trends emerging, there...