What the Future
What the Future a campaign using search data and traveler surveys to predict the trends of the next 5 years of travel. We created a full funnell campaign, including a site, OOH and paid + organic social to get the word out.
it's lit (low intensity travel)
Travelers are getting very mindful, very demure, and more inclined to visit the lesser known spots. Expect travelers to visit more off the grid destinations over big cities, or planning their trips around experiencing both.
ai agents
By 2030 travelers will have full confidence in AI to plan their entire trip. The only finger they'll have to lift is to ask for another poolside marg.
Launched simultaneously across North America and Europe, What the Future was syndicated across travel and business press globally.
city jumping
The only thing better than one trip is two (or three or four).
You know what’s getting old (and expensive)? Putting your travel eggs in one basket. That’s why tomorrow’s globetrotters won’t commit to a single destination - they’ll be planning stop after stop after stop. Because it’s cheaper and a chance for themed adventures (Route 66 road trip, anyone?).
lit (low intensity travel)
Tourism’s getting very mindful, very demure.
If travel was a popularity contest, only 10% of the planet’s cities would be wearing the crown. But they’ll have to get used to sharing the attention: travelers’ tastes for the unexplored are about to soar. Get ready for a wave of tourism that’ll actually be good for the world.
I led the art direction and design of the WTF microsite — concepting the visual language, creating the layout, and directing the original character animations from scratch. The goal was to make a data-heavy trend report feel alive and worth exploring: something that matched KAYAK's offbeat voice without losing the credibility of the research behind it.
| Art Direction & Design | Kaitlyn Richards |
| Design & Concepting | Sydney Powell |
| Copy | Emilia Dabrowska |