In a series of one-on-one interviews with CEOs, CMOs, product pioneers and marketing leads from across the travel industry, FutureBrand has conducted global research into travel futures. Its research reveals some of the trends shaping the future of travel and identifies which brands are best placed to prosper.

1. Richard Curtis
Chief Executive Officer
Asia Pacific
@radarblur

2. Future Present

3. In-depth interviews with travel experts
Global
Regional
Local
Travel
Airlines
Hotels
Hospitality
Destinations
Tours & Activities
Leadership
Product
Marketing
Technology

5. World Bank top 75 countries by GDP
re-ranked based on dimensions of
a country’s Purpose and Experience
For the first time, our 2019 Index uses the World Bank’s top
75 countries (by GDP) as its basis, and re-orders it based on
how individuals rate dimensions of a country’s Purpose and
Experience—the anchors for our country brand study. The
higher a country scored on these dimensions, the higher it
climbed in the ranking. The last FutureBrand Country Index
was conducted in 2014; however, the sample set at that time
was not based on the World Bank ranking.
The three benefits of the FCI
Quantify the power of a country’s “brand”:
The statistical analysis we’ve done shows that
brand reputations can be defined, measured, and
(perhaps most important) managed by focusing
on the key drivers of support.
Offer a framework for measuring perception—and
decisions:The six dimensions of a country brand
represents our proven “model” that identifies how
brand drives outcomes (i.e., “recommend,” “consider”).
As we deepen our understanding of what defines
a country brand, we can tailor this framework to
individual countries.
Measure “what matters” over time:With eight
studies under our belt, and the most recent two
that utilize the same model (2014 and 2019), we
have the beginning of a longitudinal study that can
provide normative benchmarking to explain what
“good” or “bad” looks like in country brand building.
Dimensions of purpose
1. Value System
2.Quality of Life
3.Business Potential
Dimensions of experience
4.Heritage & Culture
5.Tourism
6.Made In (Products & Services)
FutureBrand Country Index 2019 9FutureBrand Country Index 2019

6. Ranking Country World Bank
Ranking
Region
2019
Point
Change
from 2014 2019
1 = Japan 3 Asia Pacific
2 +4 Norway 28 Europe
3 -1 Switzerland 20 Europe
4 = Sweden 22 Europe
5 +8 Finland 42 Europe
6 -3 Germany 4 Europe
7 +2 Denmark 35 Europe
8 -3 Canada 10 North America
9 +1 Austria 27 Europe
10 - Luxembourg 73 Europe
Ranking Country World Bank
Ranking
Region
2019
Point
Change
from 2014 2019
11 = New Zealand 50 Asia Pacific
12 -5 United States 1 North America
13 +3 Netherlands 18 Europe
14 +4 Italy 9 Europe
15 -7 Australia 13 Asia Pacific
16 +3 UAE 29 Middle East
17 = France 7 Europe
18 -4 Singapore 36 Asia Pacific
19 -7
United
Kingdom 5 Europe
20 = South Korea 12 Asia Pacific

7. Travel & Tourism
High ‘Quality of Life’
has a positive effect
on Tourism: travelers
want to capture a
piece of the good life
for themselves
Trade & Investment
Link between a
person’s desire to
live or study in a place
and their likelihood
to recommend it
for business

8. Branding ‘bellwether’
A premium is being placed
not on living richer, but
on living a richer life
‘Quality of Life’

9. “The world’s never been so close,
never been so connected –
trips that were once ‘bucket list’,
they’re now going there this year.”
– Head of Marketing, destination
A world of travel

10. “With the cost of living going up,
people are choosing to live a little
more through travel experiences rather
than traditional markets like housing.”
– Director, research company
A world of travel

11. “A couple of years ago, the average person
travelled once or twice a year, now millennials
are travelling five to six times year.”
– Vice-President, ventures company
“More stays, but shorter stays.”
– Head of Marketing, destination
A world of travel

12. FutureBra
Black
R0 G0 B0
PMS Purpl
R182 G52 B1
PMS 3965
R228 G215 B
PMS 355
R0 G155 B5
PMS 631
R190 G214 B
PMS 400
R203 G199 B1
PMS 530
R211 G184 B2MONEY
ENVIRONMENT
HEALTH
Years 10 50510 550 Years
£
COMMUNITY

13. Community
On the search
for something
different

14. On the search for authenticity
People are “requesting ‘different’
more than they’ve ever done.”
– CEO, travel company
“Even more diversification of travel –
people are going to strive even
more for something unique.”
– Marketing Director, tours & activities

16. The thrill of the unknown
12 randomly selected people travel through
4 countries on a 2,200-mile trip over 18 days
“It’s the ultimate test for travelers…
embracing their inner explorer, trusting
their adventurous traits and joining us a journey
that is undefined, unmapped and uncharted.”

17. Insatiable curiosity, limitless imagination
700,000 Heures
A nomadic hotel
A new location every six months
A different experience every time

18. “60% of holiday spending is
unstructured and happens in-trip –
that’s how we live most of our lives.”
– CEO, travel company

20. Spontaneity
Living in the moment
in a heavily-curated world
A brand of airport lounge
for last-minute flights to
…wherever might be available

21. Spontaneity
Living in the moment
in a heavily-curated world
For a hotel famous
for its reliability,
how about their
spontaneity?
Random acts
of kindness?

22. Community
Travel solo
or social?

23. Community: travel solo
“Fueled by millennial drivers
of spontaneity and individualism,
as well as older widowed and
more affluent demographics.”
– Director, research company

24. Community: travel social
“Families realise there’s only a certain amount of time you
have together. More than ever, people are saying ‘I want
to show my kids this’ or ‘I want to do this with my friends’.”
– CEO, travel company
“People are choosing holiday parks for social connection. When you
stay in a hotel, you don’t knock on the door of the person’s room
next to you and introduce yourself, ask them where they’ve come
from, and if you can have a look around their room. That’s what
happens in holiday parks and people really value that.”
– General Manager, travel & touring company

25. Travel with
“technology
as a companion”
– Marketing Director, tours & activities

26. Travel with
a travel agent:
a subscription service that
means you have an expert
companion on hand, at every
step, from pre-trip
to in-destination

27. Environment
Travel
light

28. Environment
Flygskam
Rail now a fast-growing area of Klook
“Japan rail is one of our most popular activities
booked from Australia” – more awareness of health
associations, more environmentally friendly,
“more media about airlines and their
impact on the environment.”

29. Fly slow and low for
a unique flight experience
and perspective from up above
Not just ‘where’ are you going,
but ‘how’ you might get there

31. Not just ‘where’ are you going,
but ‘how’ you might get there

32. Health
From experiential
to transformational

33. Health
“Doctors are prescribing getting
outdoors as an antidote to
afflictions of the modern world.”
– CEO, travel company
“Wellness is a huge growth area,
we’re seeing sleep innovation
and a real focus on self-care”
– Brand & Marketing Director, travel & hospitality company

34. ☐ Nature?
☐ Sunshine?
☐ Outdoor activity?
☐ Solitude?
☐ Communal?
☐ Energetic?
☐ Peace & quiet?
…search for travel experience by health issue?

36. ‘Improve work-life balance on the road’
for enhanced wellbeing and productivity
via personalised recommendations that flex to
accommodate the scattered pockets of time available

37. Work is becoming far more
flexible and even nomadic, it’s
now wherever work happens
Work < > life

38. Work < > life
Nomadic hotels
Nomadic offices
Nomadic retirement
villages…?

39. Nomadic retirement villages...?
Subscription to a global community
of retirement villages that enables people
to travel the world and experience multiple
countries while living within the one community

40. FutureBrand Country Index shows increasing
significance of ‘quality of life’ for where
we live, work, study and visit
People are making personal choices to live
richer lives now, not in their distant retirement
Preoccupations shape their outlook on the world
and how why, where and how they might travel
…indications and insights for where
your brand might go next

41. FutureBrand Country Index shows increasing
significance of ‘quality of life’ for where
we live, work, study and visit
People are making personal choices to live
richer lives now, not in their distant retirement
Preoccupations shape their outlook on the world
and how why, where and how they might travel
…indications and insights for where
your brand might go next

42. FutureBrand Country Index shows increasing
significance of ‘quality of life’ for where
we live, work, study and visit
People are making personal choices to live
richer lives now, not in their distant retirement
Preoccupations shape their outlook on the world
and why, where and how they might travel
…indications and insights for where
your brand might go next

43. FutureBrand Country Index shows increasing
significance of ‘quality of life’ for where
we live, work, study and visit
People are making personal choices to live
richer lives now, not in their distant retirement
Preoccupations shape their outlook on the world
and why, where and how they might travel
…indications and insights for where
your brand might go next

44. Richard Curtis
Chief Executive Officer
Asia Pacific
@radarblur