Webinar: Travel Trends – How core human values will drive travel behaviors

Travel & Tourism

BVK’s travel trends are oriented around human values because what travelers crave will drive their behaviors and should define our actions.

The projections for the travel industry are devastating. The stakes are high and competition will be fierce. Predicting the future of travel can be a challenge when the future is uncertain. However, the best predictor of future behavior lies in understanding what people value.

Core human values form the foundation of our identity. They’re guiding life principles – shaping who we are and who we want to be. Extensive, ongoing academic research proves that values drive actions. We crave experiences that connect with our values. In times of crisis, our values remind us of what matters. More than ever, they will drive our decisions and guide our new reality.

This session explores BVK’s predictions for post-COVID travel trends through the lens of core human values.

Expect to learn:

• Values: Primary values that consumers will crave post-COVID.
• Signals: Research and data to support the craving.
• Manifestations: Predicted trends as consumers seek to fulfill those cravings.
• Implications: Thought-starters for the travel industry to apply these values and trends.

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Victoria Simmons is Senior VP, Travel at BVK

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Stephanie Barkow is an SVP Insights & Planning at BVK