1.
The Rise of the Immersive Traveler in a Time of Global Uncertainty SKIFT REPORT 2016
Skift + Momondo Group Present:
special
report
Even in troubling times, travel emerges as
the remedy to break down social and cultural
barriers between humans around the world.
Immersive travelers—those actively seeking
to explore and understand their surroundings
and the people who live there—are painting
a picture of a more open world that shuns
isolationism and builds bridges instead of walls.
The Rise of the
Immersive Traveler
in a Time of Global
Uncertainty
If you have any questions about the report
please contact trends@skift.com.
+
www.skift.com www.momondogroup.com

2.
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content to open our world.
To learn more, visit momondogroup.com

3.
The Rise of the Immersive Traveler in a Time of Global Uncertainty SKIFT REPORT 2016
Executive Summary 4
Perceptions of Travel in Today’s Geopolitical Climate 5
The Ascent of Cultural Immersion in Travel (in Culturally Complicated Times) 8
Actionable Strategies for Creating an Open World 12
Executive Letter 13
About Us 14
Bio of the Author 14
Table of Contents
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The Rise of the Immersive Traveler in a Time of Global Uncertainty SKIFT REPORT 2016

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The Rise of the Immersive Traveler in a Time of Global Uncertainty SKIFT REPORT 2016
There’s evidence that security issues and violence have been on the rise globally since 2008. The year
2016 has seen suicide bombers in Europe, the Middle East and Asia that killed scores of civilians, while
the US suffered from the deadliest gun violence in its modern history. Meanwhile, Britain’s decision to
leave the European Union created an international shock both economically and politically.
However, despite perceived travel risks and uncertainty about the global state of affairs, travelers
are growing savvier and more resilient than ever. There’s a new kind of geopolitically-aware traveler
who remains determined to make the most of the world, live without fear to have deeper, more
immersive experiences.
The rise of the Immersive Traveler is linked with four major shifts in the last decade:
(1) The rise of social media and review websites, which allowed travelers to hear about far away
destinations and cultures from trusted sources. These tools empowered the traveler to do his or her
own research about destinations, rather than solely relying on the mainstream media. Furthermore,
the internet and social media also made it easier than ever for individuals to connect with like-minded
people, which enables a deeper exploration of their passions and interests, surrounded by a like-
minded virtual community. Whether an immersive traveler is particularly interested in architecture,
wine, fashion or organic farming, they can explore these interests deeper in new destinations.
(2) Cheap and accessible flight tickets thanks to a competitive industry meant that more people than
ever can afford to travel. Low-cost carriers connect the world and bring people together. Moreover,
the convenience of being able to look for tickets to any destination online, whether directly with
airlines or via that other great enabler of the digital travel age, the flight search engine, has truly given
travelers a sense of a more accessible world, as well as empowering them to take travel decisions out
of their comfort zones.
(3) The Sharing Economy becoming mainstream untapped an infinite world of opportunities for the
geopolitically-aware and immersive travelers. Especially as the digitally native population is getting
more prevalent in global demographics, an increasing number of people don’t find sharing their
belongings with strangers from the internet awkward anymore.
(4) Remote working opportunities and the globally rising culture of virtual offices enable millions of
workers around the world to tap into the global workforce from anywhere with internet connection.
This allows geopolitically-aware travelers to live in a certain destination and fully immerse themselves
in the culture. It also drives local economic growth and boosts global business ties.
These geopolitically-aware travelers, who tend to be a relatively young, well-educated and digitally
savvy segment, also play a critical role in creating a more open world, establishing a stronger dialogue
across cultures and popularizing the messages of peace and understanding. As they tend to share
their positive experiences with their extended circles via social media and review websites, the
geopolitically-aware immersive travelers are in a unique position to break the stereotypes and act
as a band aid, bringing a world divided with tensions closer.
Executive Summary
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The Rise of the Immersive Traveler in a Time of Global Uncertainty SKIFT REPORT 2016