Study highlights “New Modes of Travel”

Saturday 20, March 2010


Study highlights “New Modes of Travel”


Travel is undergoing a profound and even revolutionary shift, according to a new study by communications agency Euro RSCG Worldwide.



Analysing the findings of its study of 2,357 adults in the U.S., France, and the U.K., Euro RSCG reveals how changes in consumer consciousness are molding entirely new modes of travel — and a new industry to service them.


The study places a special focus on the segment of respondents identified as Prosumers.


According to Euro RSCG, this highly influential group is ahead of the curve in adopting a more mindful approach to consumption that incorporates concern for the environment, local communities, and the global citizenry. For Prosumers, travel is about much more than getting from Point A to Point B and back again.



According to the study, 66 percent consider themselves “Citizens of the World”, suggesting a more globally minded attitude and approach. Also, 73 percent believe extensive travel is key to making a person more interesting, and 59 percent contend that where and how they travel says a lot about who they are.


Prosumers’ objectives for vacation periods are changing and so are the demands they are placing on their brand partners.


New modes of travel

New modes of travel — including cultural and educational tourism, geotourism, voluntourism, and so-called slow travel — are catering to this newly emerging desire for more, said Claus Lindorff, managing director of Euro RSCG agency BETC Luxe.


“The shifts in mindset behind these new modes of travel have been building strength for years. What has brought them to a broader market is the ascendancy of social media. Now that mainstream consumers can participate in real-time communities focused on a new approach to travel and living, this hyper-focus on social values in travel has blossomed,” said Lindorff.


For brands, social media offer creative ways to keep Prosumers engaged well before and long after each actual travel event.






Bookmark and Share


^ back to top


Find the best deals available today


London 2012 makes most of learning opportunities in Vancouver 2010

As the Vancouver Olympic Winter Games draw to a close, London 2012 organisers have been taking advantage of the final opportunity to experience and learn from an Olympic Games, before London becomes the next Olympic Host City.


Next Winter Olympic Games: Sochi, Russia

As the 21st Winter Olympic Games wind down in Vancouver, my thoughts naturally turn to the 22nd Winter Olympic Games scheduled for February 7 through 23, 2014, in Sochi, Russia. 2014 will mark the first time that Russia will host the Winter Games – Moscow hosted the Summer Games in 1980.


Business Travel

An Advantage, Not A Luxury: Business Jet Bookings set to rise in 2010

Even in these difficult economic times, companies are still seeing value in business aviation and are looking to increase business jet travel in 2010.

Latest offers, discounts and more...

Accor “3=2 offer”
Why not extend your stay? 3 nights for the price of 2.
Columbus Direct travel insurance
Quality cover at low prices to customers all around the world.
Priority pass
Access VIP lounges no matter where which airline and class you fly.
European City Cards
See more and pay less! Get your "passport" to European cities.
Rail Europe
Comfortable and affordable on European trains.
Lonely Planet Magazine
Packed with insider knowledge, hints and tips.
Sandemans New Europe City Tours
Free walking tours in 13 cities within 9 countries.
Sol Melia Wednesdays
Search your exclusive special offers now for the coming weekend!
Low-cost shuttle and private transfers in over 70 countries.
IMEX Frankfurt 25-27 May
The essential worldwide exhibition for incentive travel, meetings and events.
Subscribe to Travelio News Summary via RSS Follow our news titles on Twitter Become a fan of on Facebook Bookmark and Share