Consumers no longer assess brands by price alone but by a shifting matrix of priorities – from health and convenience to sustainability and digital experience. As disruptors – including new platforms and non-traditional players – move faster and intensify competition, companies across industries must recalibrate their value strategies to maintain relevance, defend market share, and capture new growth opportunities.

This report examines leading fintech and start-up players across key service industries, highlighting the rising influence of orchestration platforms, agentic commerce and embedded loyalty. It emphasises growing investments driving innovation, hyper-personalised rewards and a transformation in customer engagement.

This report identifies key long-term megatrends shaping consumer behaviour in Latin America. Technological advancements and wider internet access drive digital living, offering solutions to regional challenges. Better access to financial services fuels e-commerce and s-commerce growth. Inflation and changing household dynamics are driving consumers to focus on saving time and money, while also prioritising their overall wellbeing in the face of economic and geopolitical uncertainty.

Significant shifts in US policies on tariffs, taxation, spending, regulation, migration, AI/tech, and energy are expected to impact the global economy and key industries like food and drinks, health and beauty, home and tech, travel, and automotive. Trump's policies can undermine global economic growth, affect consumer sentiment, risk higher prices, and disrupt production and distribution network. However, some opportunities will arise as the global supply chain rewires and consumers adapt.

By 2029, Asia Pacific will host 56% of the global population aged 65+, representing a trillion-dollar opportunity. This report provides a critical framework to understand, develop and address the unmet needs of this rapidly growing demographic. Leveraging Euromonitor's Inclusivity - Empowerment - Indulgence framework, companies that act now will secure future growth and maintain relevance in a shifting consumer landscape.

Digital Living, Convenience, Pursuit of Value and Sustainable Living are key megatrends in Western Europe, shaped by technological advancements, demographic changes and shifting consumer values. Demand for multifunctional products is driving brands to simplify and optimise. Despite privacy concerns, AI-driven personalisation is gaining acceptance. Value perceptions are shifting toward functionality and affordability, while sustainability continues to influence purchasing choices.

Inhalation - one of the most common modes of consumption globally - is undergoing a rapid transformation. This report assesses the significant risks for those companies who fail to address that change and the huge opportunities for those who can leverage science, technology and new substance frontiers to reimagine inhalation’s role in future societies.

As investment and attention shifts towards GenAI, companies of all types must evaluate potential opportunities associated with this technology. Given its ability to go a step further than AI to create something new, it is viewed as being incredibly powerful. This report explores opportunities and challenges across common use cases such as marketing, product development, the customer journey, customer service and the supply chain.

GenAI is disrupting customer-brand experiences with a new era of hyper-personalisation and innovation, opening up new experiences for consumers and new revenue opportunities for brands. GenAI bridges the gap between expectation and product/service delivery taking customer satisfaction to a whole new level. Across the spectrum from retail, travel, hospitality to consumer product goods, brands are undergoing transformation in customer experience, marketing, NPD and innovation.

The travel industry is firing on all cylinders as 2025 gears up for international travel spending almost breaking the USD2 trillion mark, transforming from a volume to value paradigm. With a new Trump presidency, international travel is already feeling the ramifications of Trumponomics with higher volatility in the global economy due to tighter trade and immigration policies. Bright spots exist in the Middle East and Africa along with Asia Pacific, with much potential for high-spending Asian tra

Airbnb retained its position as the world’s leading lodging provider in 2024; however, its sales are heavily reliant on a handful of markets. In order to maintain momentum, Airbnb will need to expand its geographical footprint, with Asia Pacific being a priority. Airbnb has announced it will be re-entering experiences, and has stated that it is looking at expanding into further categories. This company profile will look at which categories they might be, and which have the most potential.

As the world’s leading hotel group, Marriott has secured its leadership through a portfolio focused on upscale and luxury hotels, with the vast majority of its sales in North America. In order to be less reliant on that market, Marriott is expanding geographically, in particular in the Asia Pacific, but also through more mid-scale outlets outside of the US, with new concepts such as Four Points Flex. In 2024 it also partnered with Sonder a premium player in boutique hotels and short-term lets.

The top five trends for travel feature local immersion, acting with intention, shared values, connected trips and putting people in the driving seat. Where travel brands align with travellers’ values for unique experiences is a sweet spot for higher propensity to spend. In an age of anti-tourism, taking a community-first approach is essential. Travel businesses adopting a holistic approach, a lighter touch and hyper-personalisation are in the optimum position for long-term success.

In 2024, travel in India is set to witness a slowdown in growth. In addition to sales and travel flows normalising after the pandemic disruption, this is due to challenges from rising living costs influencing domestic tourism. Meanwhile, growing competition and economic slowdown have also been impacting inbound arrivals to India. Travel destinations in neighbouring countries which are perceived to offer more curated and luxurious travel experiences, along with being better value for money, have

The travel industry in Middle East and Africa continues to recover from the havoc wrought upon it by the pandemic in 2020. In spite of the Israel-Hamas war, the industry recorded strong growth in the region in 2024, with Saudi Arabia among the countries helping to drive this positive performance. In addition to the ambitious tourism targets set under its Vision 2030 programme, Saudi Arabia has also just received the major boost of being announced as the host of soccer’s 2034 World Cup.

All the main parameters in the travel industry had returned to their pre-pandemic levels by the end of the 2019-2024 period, representing a full recovery from the damage wrought by the COVID-19 restrictions. Indeed, overtourism is a theme that has now begun rearing its head again, as government agencies and travel industry players look to reduce seasonality in overcrowded destinations like Venice to try and spread demand more evenly across the whole year.

The pandemic proved to be a more extended phenomenon in Asia Pacific than in other regions, with some countries’ travel industry negatively impacted in both 2020 and 2021, and China, the biggest market, seeing declines in both 2020 and 2022. A strong recovery has been underway since 2023, although many parameters were still yet to return to their pre-pandemic levels by the end of 2024. The coming years are expected to see positive growth, with online continuing to take share from offline.

As elsewhere, the pandemic decimated travel sales in Latin America in 2020. However, since then, a strong recovery has been underway, with travel sales in the region expected to return to their pre-COVID-19 levels again in 2025 in real value terms. Further growth is expected, with leading market Mexico among the main drivers of this in the coming years, with online booking also expected to continue taking share from offline at a regional level.

Travel sales hit USD2.7 trillion in 2024, with new records set to be broken over the forecast period as travel powers on, despite high prices and meeting climate targets. Tourism demand is fired up by macroeconomic and sociodemographic trends as consumers prioritise experiences aligned with their passions and interests. Competition and digitalisation are intensifying in the advanced markets and Asia Pacific – the new travel power source.

City destinations are facing a new set of challenges amidst strong tourism growth. To remain competitive on the global stage, destinations are increasingly embracing disruptive technologies, focusing on the importance of sports and cultural tourism, and adopting stringent sustainable practices. By leveraging these strategies, cities aim to enhance their attractiveness while balancing the growing demand for tourism with the need for environmental responsibility.

Travel activity to, from and within Ireland continues to recover in 2024, although patterns within travel are shifting. The strong inflation of recent years is subsiding, meaning that growth is being driven more by volume, rather than inflation. Nevertheless, Ireland remains a relatively high-cost environment, especially as 2024 is the first full year with VAT on hospitality restored to 13.5%. This means that Ireland’s tourism providers must focus on their costs.

Croatia’s membership in both the Schengen Area and the Eurozone in 2024 continues to enhance the country's attractiveness for travel. This development has a positive impact on inbound arrivals not only from Europe but also from more distant countries such as the United States, South Korea, and Japan, as visitors from these non-European countries appreciate the convenience of not needing to arrange a separate visa and the use of the Euro currency. Croatia is recording one of the strongest growth

Travel is seeing positive trends in Bulgaria in 2024. It is, however, noted that travel costs remain important criterion for local consumers, with many accessing deals and savings through booking trips in advance, opting for shorter stays, and even organising their itineraries themselves rather than using an intermediary in some cases.

Inbound tourism continues to lag behind the recovery of outbound tourism, partly due to the ongoing conflict in neighbouring Ukraine, but also a result of Slovakia’s limited promotion as an attractive destination. This may change with the establishment of the Ministry for Tourism, which aims to increase inbound tourism. One of the challenges faced is attracting tourists for more than just a one-day visit to the capital. Meanwhile, high inflation and rising costs have impacted consumer savings an