After two years of putting up with anything to visit must-see destinations, travelers are looking for more bliss, less stress.
Long lines. Crowded attractions. High prices. In a post-Covid world, people were willing to put up with these inconveniences and more, just to be able to explore the world again after a long period of lockdowns. Those days are over.
“Travelers are being very intentional now about planning trips with a specific experience in mind,” says Mike Wagner, industry managing director of consumer brands for Acxiom, Interpublic Group’s data solutions division. “We’re now seeing a much bigger shift toward travelers who want to get to a destination and relax.”
Yet several factors are stacked in cruise lines’ favor: Their prices are significantly lower than hotels and other onshore options, new ships are more efficient and attractive to travelers, and they’re popular for multigenerational trips. What’s more, they allow travelers to relax when they want, see the sights whenever they wish, and not have to worry about the planning once they’re on board the ship.
“We are leaning into products that help address the demand for blending work and leisure travel,” Julius Robinson, Marriott’s chief sales and marketing officer for the U.S. and Canada, tells Barron’s. He notes the company has success attracting this cohort, as evidenced by “shoulder night” bookings on Sundays and Thursdays—before and after work commitments—as well as sleep tourism, which focuses on “rejuvenating sleep experiences” for overstressed guests.
Even large groups, whether business or otherwise, are looking for comfort and convenience when traveling. That has been a boon for Ryman Hospitality Properties , which owns the Grand Ole Opry and other assets in the tourist magnet of Nashville, as well as the Gaylord Rockies property in Colorado, popular with conventions and leisure travelers alike. Deutsche Bank analyst Chris Woronka believes the Colorado property will be “a key driver of Ryman’s growth profile for years to come.
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