In partnership with SocialSeal, we’ve launched a brand-new report series that looks travel trends through the lens of search and social media. Our first report, called Love Is In The Air, digs into the “Romance Genome”, a framework decoding how different travellers actually search for, consume, and share love-coded travel content. And the findings are surprising.
Are US and Chinese travellers really looking for the same thing when they book a couples trip to Paris? Does Seoul’s growing romance appeal come from the same place as its K-drama reputation or something else entirely? And when it comes to proposals, honeymoons, and anniversary trips, which platforms are driving the most demand, and where is that demand going completely unmet?
The report reveals that romance is not one market, it’s many. The “job” a romantic trip is meant to perform varies dramatically by culture, platform, and destination. Some travellers want a deliverable. Others want a story to step into. And the gap between what they’re searching for and what brands are actually serving them?
That’s where the real opportunity lives.
Which romance travel primitives are most under-supplied right now? Which destinations are being typecast, and which are quietly becoming something more? And what does it take to create content that travellers don’t just like, but save, share, and book from?
