增强时代的旅行：2025年旅游状况

Table of Contents I. The Path Forward Introduction Strategic Imperatives for Travel Brandsin the Age of Augmentation II. The Shifting Tides of TravelIntentions & Motivations in 2025 Final Thoughts 40 The Human ElementNavigating Traveler Tensions in the AI Era 14 Research Methodology 44 The Global TapestryCultural and Generational Lenses on Travel and AI The New TravelerReflecting on 2024 The Conflicting Desires ofThe Modern Traveler In 2024, PMG identified and defined the “New Traveler,” an individual profoundly shaped by the seismic shiftsof hybrid work models, rapidly escalating expectations for service and experience, and a burgeoning, almostinsatiable, appetite for meaningful, deeply personalized travel. This New Traveler was characterized by their fluidapproach to planning and experiencing their travel journey, seamlessly blending business objectives with leisurepursuits. They prioritized authentic cultural immersion and holistic wellness, and demanded tech-enabled,utterly frictionless experiences from booking to baggage claim. Luxury travelers sought hyper-personalized,exclusive escapes while budget-conscious adventurers thrived on ingenuity and spontaneity. The modern traveler, including those affected by AI either directly or throughbrands and platforms, experiences a journey defined by compelling emotionaltensions. These dynamic, often contradictory pulls vary significantly acrosscultures and generations. They don’t displace traditional behaviors. Instead,they illuminate how individuals plan, book, trust, and reflect on their journeys. For leaders in the travel and hospitality industry, understanding these complexemotional landscapes is paramount. The real opportunity isn’t in resolving thesetensions, but in creating empathetic and responsive experiences, as well asclear and concise communications. These must resonate with the multifaceted,often paradoxical, desires of the modern traveler. Across the spectrum, a set of core values became non-negotiable. These included brand trust, sustainability,and genuine brand alignment. This was especially true for younger generations, who chose travel brandsreflecting their principles. In parallel, planning windows were dramatically shortened, and social media drovethe discovery process. Brands that demonstrated agility, offered true local authenticity, and crafted emotionallyresonant experiences were best positioned for success. Where these emotional currents coexist, travel ceases to be a simpletransaction. It becomes a negotiation between desires, constraints, aspirations,and anxieties. It is precisely in these moments of negotiation that brands candemonstrate leadership by designing with profound insight, genuine empathy,and a commitment to providing meaningful optionality. The narrative of the global traveler continues to evolve.This report delves into an ever-shifting terrain, now viewedthrough the lens of a changing economic landscape, therippling impact of artificial intelligence (AI) on both planningand booking travel, and the inherent tensions that emergeas a result. Our insights are drawn from a PMG proprietarystudy rooted in a survey of over 4,000 adults acrossseven major global markets: Australia, France, Hong Kong,India, Mexico, the U.S., and the U.K. This research revealschanging attitudes, emergent behaviors, and the underlyingmotivations that drive travel decisions today. 2025 NavigatingTravel’s EvolvingLandscape Many of today’s travelers now expect and rely on AI to sculpt,guide, and enhance every facet of their journey. It’s no longera futuristic concept or a niche tool. AI has become central tohow travel is planned, experienced, and even remembered.This shows up in many ways. Travelers actively use AI toolsfor inspiration, detailed itinerary planning, and real-timeadjustments. And while not every traveler directly engageswith AI tools, many are also passively interacting withAI-powered chatbots and algorithmically curated content.Brands must now plan for both active and passive AI users,as well as those who have yet to embrace AI in any form. The ShiftingTides of Travel The global travel landscape is being activelyreshaped as economic realities collide withevolving personal priorities. The humandesire to explore—the wanderlust—remains,but travelers are now more considered,cautious, and purpose-driven. Intentions & Motivations in 2025 The Quest for Connection,Purpose, & Restoration Economic Headwinds& Cautious Optimism Hong Kong, and France, where over 85% of respondents voicesignificant concerns about economic conditions influencingtheir travel plans. Indian travelers, for example, are ambitiousbut highly sensitive to both economic and logistical barriers. Travel intentions, which were notably buoyant in early 2024,with a significant In recent years, travel has increasingly transcendedthe traditional notion of mere sightseeing or ticking offdestinations from a list. It’s evolving into a profound questfor bala