CULTURE+GROUP

Cultural Intelligence® · Travel Sector · 2026

$11.4T

Global travel and tourism
market by 2028

71%

Travellers choose experiences
that reflect their identity

3.5×

Booking premium for brands
with cultural depth

"The best-selling trip isn't a destination. It's a transformation."

Travel has fundamentally changed its emotional architecture. People aren't booking destinations, they're investing in transformation, belonging, and identity experiences. The brands that decode this capture disproportionate share.

Culture+ is a business and creative transformation network building ecosystems around culture to drive extraordinary growth. Cultural Intelligence® is our proprietary growth framework: culture shapes what people trust, how they connect, and ultimately what they buy.

What's Driving Growth in Travel and Hospitality

OTA

Algorithms Reward Experience Depth

OTA algorithms now surface experience quality over price. Brands with rich cultural storytelling get visibility that ads used to buy.

↑4×

Direct Booking Returns Power

Consumers book direct at 4x the pre-pandemic rate, giving brands the margin and data they spent a decade giving away.

Micro

Niche Creators Drive Booking Intent

Travel creators with 50k to 200k followers drive higher booking intent than mass media at a fraction of the cost.

B2B2C

Corporate Travel Chooses on Values

Business travellers now choose brands that align with their values. Cultural credibility is a procurement criterion for the first time.

CI Signal Where the Growth Is

Transformation Travel

Consumers pay 2 to 4x premium for experiences that promise genuine personal transformation. Wellness retreats, purpose travel, silent tourism the fastest-growing travel segment.

PREMIUM PLAY

Cultural Immersion Over Observation

Travellers want to live local, not visit it. Brands facilitating genuine cultural immersion build loyalty that traditional hospitality simply cannot manufacture.

COMMUNITY-LED

The Adventure and Heritage Traveller $109B+

A large and passionate audience seeks adventure, heritage, and cultural belonging. The brand that serves them authentically captures extraordinary loyalty and $109B+ in annual spend.

WHITE SPACE

Solo and Female Travel Economy

Solo travel among women is the fastest-growing global travel segment. Brands designed for this cohort's safety, community, and experience needs grow at 3x the market.

FASTEST GROWING

Cultural Trend Heatmap

Signals, Momentum & Audience

Transformation & Purpose Travel

90%

HIGH

Cultural Immersion & Local Living

84%

HIGH

Solo & Female Travel Design

80%

RISING

Slow Travel & Immersive Stays

76%

RISING

AI-Personalised Trip Architecture

67%

EMERGING

Mass Package Tourism Appeal

23%

DECLINING

Omnicultural Travellers

Fastest-growing travel cohort

$109B+ annual US spend, seeks authentic heritage and representation.

Solo Female Travellers

↑3x market growth rate

Safety-conscious, community-driven, brand-loyal when trust is earned.

Purpose and Transformation Seekers

2 to 4x booking premium

Premium-paying, values-led, advocate loudly when experience delivers.

E X C L U S I V E I N V I T A T I O N

What Is Your Cultural Intelligence
Growth Potential?

We'd like to bring the full Travel and Hospitality picture to your team mapped to your brand, your audiences, and your growth horizon.

Bespoke CI Presentation

Full 5C analysis opportunities, audiences, competitive landscape, capital priorities. Built for you.

Complimentary Assessment & Strategy

We identify your cultural position and hand you a growth strategy with your top 3 bets. On us.

Claim Your Session & Complimentary Strategy →

Limited to 6 sessions this quarter 3 already confirmed. Reply or click to secure yours.

Looking forward to it.

Claudia Avans

SVP of Growth & Partnerships · claudia.avans@cultureplusgroup.com