The Rise in Promadic Travel and How Hotels Can Prepare for This

By Hâfi Martinsdóttir

Estimated reading time: 3 minutes | 492 words

Whether you’ve been sensing the change coming for years or the sudden overnight effects of COVID-19 have allowed you to slow down and re-examine your way of life, the shift in our collective travel mindset is undeniable.

Perhaps you have felt a growing sense of unease at the idea of swarming a particularly touristic destination and have instead longed for emptier ports of call amongst nature, destinations sheltered from the clutches of mass-tourism. Or perhaps you feel a burning desire to have a positive impact on a destination as opposed to leaving behind a consumerist footprint.

Our intentions are consciously shifting and how we perceive luxury is continuously adapting to fulfill our base human desire for authentic connection and the serving of others. We are taking fewer but longer holidays, focusing on journeys off the beaten path and our desire to immerse ourselves within local cultures through locally-sourced food, activities and experiences is growing. Above all, we are becoming incredibly aware of which brands we choose to invest in with a higher demand for transparency and trust.

“Following the unexpected pause from the norm, a halt from the hustle and an opportunity to reflect on how our actions impact the planet, the people around us and the future of our own existence, we are now reconsidering what ‘normal’ was before the global pandemic, and exactly which parts we want to take forward with us when travel resumes. We’re seeing increased demand for destructive travel systems to be replaced with more viable, eco-conscious alternatives.

These questions have been plaguing the younger generations for some time, the likes of the Millennials, Gen Z and Gen X, who have never known a world without a looming climate crisis. Our shifting attitudes towards consumerism and consumption are paving the way for a more considerate and harmonic form of world exploration, that of the Promadic Traveller. A coin termed by Design Hotels after a year-long study of this emerging mindset, described as a “pan-generational, conceptually driven traveller who is guided by the idea that travel should be proactive, purposeful, and, above all, foster a sense of personal progress”.

The excesses of previous generations are viewed through a lens of cynicism and contempt by Promadics. In contrast, the Promadic Traveller seeks enlightenment, simplicity, understanding and growth, while enjoying the comforts and flexibility that seamless technology can provide to their booking, travel and accommodation experiences. Alongside this, an essential aspect of travel for the Promadic Traveller will be to have a positive impact on the destinations they choose to visit. To consciously benefit the world rather than mindlessly consume.”

Excerpt taken from a recent article written by Hâfi Martinsdóttir in collaboration with @Pippa_brindley, founder of disruptive new hospitality PR Agency The Comms Collective and curator of the daily travel inspiration insta feed @theeditinternational

You can read the article in its entirety by clicking the link below. Estimated reading time 10 minutes.

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