VisualGPS Creative Trends Wellness UAE Focus: Travel Trends

As we look towards the next year, travel’s visual landscape is undergoing transformation. Redefinitions of trip escapism, wellbeing, climate conscious travel and AI‑driven personalisation across the travel sector are leading this change. Getty Images' VisualGPS research delves into how these shifts are influencing travel attitudes and behaviours, offering travel brands a roadmap to effectively engage today’s discerning travellers with visual narratives that align with their values. Read on to find out how to craft visual stories that not only capture the essence of emerging trends but foster genuine connections with consumers seeking meaningful travel experiences.

In a world where 87% of consumers in the UAE agree that travel is the perfect antidote to the daily grind, escapism is emerging as a key motivator. Whether it’s indulging in carefree experiences, steering clear of tourist traps or simply seeking mental relief from the stresses of life, our research shows that the desire to escape is a timeless driver of travel. Here are some key insights:

Lightening the mood: With 70% of consumers in the UAE feeling that life has become too serious, there's a strong desire to lighten the mood and embrace joy more than ever. 

Avoiding crowds: While iconic landmarks still hold appeal for 65% of UAE travellers, 35% are increasingly interested in discovering lesser known locations. This shift aligns with the growing trend for “dupe destinations”—budget‑friendly spots that capture the essence of more popular locales.¹ While Dubai is a popular destination for global travellers and in our top 10 of destination visuals for the travel sector, interestingly, Emirates Airline reports that for UAE‑based travellers, Vietnam is the number one trending destination with its untouched coastlines and adventurous food scene.²

Nostalgic journeys: With 61% of consumers in the UAE feeling anxious about the future, a significant 58% of global consumers are turning back the clock to revisit childhood travel destinations,³ seeking comfort in familiar places.

So, how can travel brands effectively tap into this yearning for escapism? Consider visualising indulgent experiences and capturing snapshots of fun. Embrace nostalgic aesthetics with soft, pastel colour palettes, motion blur or subtle grain to evoke that charming, analogue feel. By aligning visuals with the desire for escape, brands can create a deeper connection with today’s audience, inviting them to embark on their own journeys of discovery and delight.

Travel and wellness continue to become inseparable, with 90% of UAE consumers saying that travel is an essential part of their self care. We are entering a new era of wellness where the focus is on deep rest and longevity. Interestingly, over a third of younger travellers are influenced by wellness activities such as spas and yoga when interacting with travel brand communications. 

Gone are the days of action‑packed itineraries. Today’s travellers are seeking experiences that prioritise relaxation and rejuvenation. The rise of the ‘Blue Zones’ tourism trend highlights this shift, and although scientifically debunked,⁴  travellers look for destinations that promote not just a getaway, but a lifestyle of wellbeing beyond their trip. In fact, the UAE has potential to be positioned as a regional longevity blue zone.⁵

To resonate with today’s consumers, travel brands can consider wellness visuals that evoke this deeper sense of tranquility and rest. Think dreamy visuals, serene landscapes, soft textures and a gentle play of light and shadow to create an inviting, restful and comforting feeling. By portraying travel as a sanctuary for the mind and body, brands can effectively cater to the growing demand for restorative experiences that nourish.

From last‑minute travel to last‑chance travel, climate change is increasingly influencing travel decisions, with 80% of travellers in the UAE acknowledging its impact on their destination choices, particularly among younger generations. Interestingly, Getty Images' VisualGPS research indicates a 94% rise in imagery featuring colder seasons popular with UAE customers in the last 12 months compared to five years ago reflecting a shift in travel preferences.

However, while sustainability is important, only 32% of UAE consumers prioritise it when choosing travel options. But, 81% of consumers in the UAE are willing to pay more for eco‑friendly travel. Brands should inspire travellers to make a positive local impact, with 88% of UAE travellers believing that travel brands should raise awareness about social issues at destinations.

To visually address climate change, brands can showcase actions and initiatives that support local communities and respect local cultures. 91% of UAE travellers say, "When I travel, I always like to have a positive impact on the communities I visit". This will help travellers engage meaningfully with their surroundings and tap into their desire to have positive impacts on host communities.

The rise of AI‑driven travel apps is changing how travellers seek personalised experiences with 54% wanting tailored itineraries, budget‑friendly experiences and avoiding crowded destinations. However, trust in AI‑generated imagery is still developing. 69% of UAE consumers prefer images created without AI in travel decision making. 

Video content is becoming the most engaging format, with 64% of UAE travellers favouring videos of travel experiences, activities and destinations over photos. To represent AI hyper‑personalisation effectively in visuals, brands can highlight the emotional benefits of seamless travel experiences with authenticity. This includes showing genuine interactions with local communities and bringing an inclusive lens to who is depicted in travel settings. From luxury resorts to budget travel, use visuals of unique travel activities personally tailored for travellers and lean into candid moments.

By focusing on authenticity and relatability, travel brands can connect with today’s audiences and navigate the evolving landscape of travel.

Sources
[1]  BBC
[2] Emirates
[3] Hilton
[4]  The Independent
[5]  The National News UAE