In a conversation with Women Leading Travel & Hospitality during our March Virtual Exchange, Lindsey Roeschke, travel and hospitality analyst at Morning Consult, shared her insights on the future of travel, generational travel preferences, sustainability, and the evolving role of technology in the industry. Her research highlights key trends businesses must monitor to stay ahead in an ever-changing landscape.

Understanding Consumer Travel Sentiment

As a leading intelligence company, Morning Consult provides data-driven insights to help businesses navigate consumer preferences and market trends. Roeschke’s passion for understanding how people make decisions led her to specialize in travel and hospitality analytics, where she examines the factors shaping traveler behavior.

One of the most pressing concerns for travelers today is the state of the U.S. economy. Morning Consult’s data reveals that economic uncertainty has a significant impact on consumers’ willingness to travel. With financial concerns outweighing other factors, brands must prioritize affordability and value-driven experiences to stay competitive in the evolving travel market.

Key Trends Shaping Travel in 2025

Looking ahead, Roeschke shared several standout trends:

  • Generational Travel Priorities: While all age groups prioritize relaxation and spending time with family, Gen Z and millennials are more interested in adventure, cultural experiences, and mental well-being. Understanding these preferences can help brands tailor their marketing strategies to resonate with younger travelers.
  • Trust in Travel Brands: Younger generations exhibit lower trust in mainstream travel brands, favoring independent and boutique properties over traditional chain hotels. To regain consumer confidence, companies should focus efforts on innovating their loyalty programs and creating more personalized experiences.
  • Sustainability and Consumer Actions: While travelers express concern over climate change, cost remains the dominant factor in decision-making. There’s a disconnect between sustainability awareness and action, with only a small percentage of consumers willing to pay more for eco-conscious travel options. To drive meaningful change, businesses must integrate sustainability in a way that’s both accessible and impactful.

The Influence of Policy and Economic Shifts

With a new administration in place, policy changes and economic factors will shape the travel industry’s future. Businesses must prepare for potential shifts in regulations, infrastructure investments, and consumer confidence levels as they adapt to new economic realities.

The Role of Technology in Travel’s Future

Technology continues to reshape the travel experience. Although artificial intelligence-powered personalization is gaining traction, traditional search engines remain the dominant tool for trip planning. As automation and AI capabilities evolve, brands that successfully leverage these tools for seamless, customized travel experiences will have a competitive edge.

Leadership in a Transforming Industry

Reflecting on her career, Roeschke emphasized the importance of adaptability and strategic thinking in navigating the fast-changing travel landscape. She highlighted that leaders in travel and hospitality must embrace data-driven decision-making, cultural awareness, and sustainability-focused innovation to stay ahead.

Travel brands that prioritize flexibility, authenticity and customer-centric strategies will thrive amid the industry’s evolving challenges and opportunities, including shifting consumer expectations, economic fluctuations, and technological advancements.

Click here to watch the full interview.