Culture takes over from consumerism as travel marketers face new challenge

April 7, 2017 9:26

The head of Futurebrand has revealed a major shift in the motivations of travellers, who have lost interest in travelling to shop and are now shifting to choosing destinations to experience culture.

Futurebrand’s Richard Curtis sees a shift in focus from travellers which brands must match.

Richard Curtis, CEO of Futurebrand, told the Mumbrella Travel Marketing Summit the evolution in what people sought in travel as globalisation – particularly in areas of retail – meant that people not longer had to leave their home cities to experience international brands.

Curtis said that culture was becoming the driving force behind people’s travel decisions, forcing travel marketers to shift the approach they were taking to their brands and offers.

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Simon Canning

Simon Canning was Mumbrella's marketing and advertising editor from 2015-2017. In a career spanning journalism and communications over more than 30 years Simon has become one of Australia’s most respected analysts and commentators on the advertising, marketing and media industries. A regular commentator on radio and TV, Simon has also worked in media in the US and UK .

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