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As the world adapts to life in the new normal, it’s time to go back to the future.

In the Dentsu Consumer Vision 2030, we identified four overarching themes that will shape the next ten years in terms of consumer behaviour and brand response. Now, we have applied these themes to more specifically examine how the UK travel sector will change in the next decade and what this means for travel brands. Each is underpinned by three key trends—developed through a thorough, bottom-up identification, assessment and prioritisation of the key consumer shifts impacting the travel sector.