Seven years ago, these ideas were a provocation. Today, they’re shaping how travel programmes operate. As we enter 2026, the traveller of the future isn’t coming—it’s here.
Back in 2018, Caroline Strachan was asked a simple but powerful question: “What does the real traveller of the future actually need?” Her answer distilled into three statements that still define the challenge today:
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Know me.
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Be where I am.
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Tell me only what I need to know.
You can revisit the original article here.
Fast forward to now, where are we on each of these principles?
1. Know Me
Personalisation remains the ultimate traveller expectation, but progress has been slower than hoped. Why? The prerequisites aren’t fully in place. Without robust profile and CRM management, true personalisation can’t happen.
Where we are now:
- Traveller data exists, but it’s fragmented.
- Many programmes still rely on generic offers and static policy messaging.
What’s next:
- Move beyond reactive to proactive personalisation.
- Invest in data foundations and trust frameworks so personalisation becomes reality, not rhetoric.
2. Be Where I Am
Here, we’ve seen real strides. Integrations of platforms into Teams and the ability to book travel directly from Slack show what’s possible when suppliers meet travellers in their preferred environments.
Where we are now:
- Omni-channel engagement is emerging, with chatbots and app integrations gaining traction.
- Some organisations are piloting voice and virtual assistants, though adoption is limited.
What’s next:
- Understand your travelling population deeply, what roles they perform, how they work and ensure booking is frictionless in those spaces.
- Stop expecting travellers to come to you; go to them.
3. Tell Me Only What I Need to Know
This is where the biggest gap and the biggest opportunity remains. Travellers still face information overload. The future lies in smart communication platforms that deliver only what’s relevant, when it’s needed.
Where we are now:
- Booking tools still present too many irrelevant options.
- Policy messaging often overwhelms rather than guides.
What’s next:
- Hyper-condensed, context-aware communication (think push notifications, not PDFs).
- Agentic AI filtering noise and surfacing actionable insights across booking and servicing channels.
The Mandate for 2026
Travellers now expect personalisation, seamless engagement across channels, and fewer, but smarter choices. The pressure is on travel ecosystems to deliver.
“The future traveller isn’t a concept anymore, it’s a reality. Success in 2026 will come from turning these principles into practical action, not just talking about them.”
Festive Road CEO, Caroline Strachan
If you’re ready to turn these principles into action, get in touch with our Consultants who are available to guide you as you navigate this path.
