Travel and Tourism : can we still roam like we used to ?

Between climate anxiety, over-tourism and “revenge travel,” the desire to go stays intense. BETC unpacks this Havas Prosumer Report, where wanderlust meets social and political pressure.

Travel did not disappear. It got tougher.

For many people, travel has become a baseline expectation of modern life. Even with a growing climate emergency, appetite remains strong, especially among Prosumers. Travel still delivers escape, exploration, self-expression, and status.

Post Covid, many did not slow down. They tried to make up for lost time: more than two-thirds of Prosumers say they want to travel farther and more often after the pandemic.

Low guilt, high expectations

While many blame airlines for climate impact, fewer feel personal guilt. People are counting on the industry to innovate and, increasingly, on regulation to limit environmental impact.

Three directions for travel brands

The report points to three clear pathways :

Re-enchant travel by restoring wonder and discovery.
Help people “travel like they vote” by empowering local communities and aligning experiences with values.
Offer new ways of traveling, with clearer eco-impact information and new formats, including slow travel and immersive alternatives.

About the study

Fielded in Q1 2024 across 32 markets (14,355 adults). Sample: 19% Prosumers, 81% mainstream. To learn more or speak with the team behind the study: Sébastien Houdusse (Global Strategy Director) - contact details are provided in the report.