456. How Travel Priorities Have Evolved, with Erin Groh

On this episode of Destination on the Left, I talk with Erin Groh, Head of Marketing at iSeatz, a leading but often behind-the-scenes travel tech company powering loyalty programs for brands like American Express, IHG Hotels & Resorts, and Qantas.

Erin shares her fascinating career journey from traditional and digital media through to travel technology, illustrating how influencer marketing, social media, and travel tech are now converging to reshape the modern travel experience. Listeners will find out why today’s travelers are prioritizing dream trips—even if it means rebalancing their budgets, how social media now influences every step of the travel decision-making funnel, and the evolving expectations around personalization, including what travelers are willing to share for better experiences.

What You Will Learn in This Episode:

• How iSeatz powers major brands like American Express and Delta’s travel loyalty programs
• What the iSeatz Modern Traveler Report reveals about travelers’ motivations and how budget constraints impact trip decisions
• How travelers are rebalancing their spending, cutting back on dining and shopping in favor of travel experiences
• Why social media and influencer marketing have become leading sources of travel inspiration and purchase decisions, especially among Gen Z and Millennials
• What “value” really means to today’s travelers, and how expectations for personalization in travel are evolving
• How sustainability is shaping travel choices and what the industry can do to make sustainable options easier for consumers

Technology-Powered Loyalty Programs

Most travelers may not recognize iSeatz by name, but they’ve likely interacted with its technology. Erin explains how iSeatz works behind the scenes with iconic brands like American Express, Delta, and IHG Hotels and Resorts, powering the platforms that make booking and redeeming travel rewards seamless. As the connectivity layer, iSeatz enables partnerships, keeps loyalty programs fresh, and continually adapts to new technologies and consumer expectations.

Collaborative relationships between travel brands and tech providers aren’t just helpful, they’re essential, especially when consumer demands and industry dynamics are rapidly evolving. Today’s travelers expect fluid, rewarding experiences, and companies have to innovate to keep pace.

Dream Trips Are Non-Negotiable

One of the most striking findings of The iSeatz Modern Traveler Report is the traveler’s commitment to making dream trips happen—even when budgets are tight. According to Erin, only 9% of survey respondents said they’d give up on a dream trip due to cost. Instead, the majority would wait and save, seek more affordable options, or cut back in other areas of their spending. This aligns with a broader trend, post-pandemic revenge travel wasn’t just a blip; it’s part of a sustained shift toward prioritizing experiences over material goods.

Spending priorities have also evolved, travelers would rather cut back on dining out or shopping if it means affording a meaningful trip. Data shows year-over-year growth in travel spending for several consecutive years. The desire for shared memories and adventure continues to outweigh the allure of consumer goods.

Value and Personalization Define the Modern Experience

Price isn’t always the most important thing when it comes to travel, value now encompasses the entire experience—meeting expectations, comfort, relaxation, wellness, and safety. Travelers increasingly splurge on nicer hotels or premium flight experiences if they perceive real value in the investment.

Over half of travelers expect brands to anticipate their needs based on past interactions, and a similar proportion are willing to share more personal data to enable a smoother, more tailored journey. The challenge (and opportunity) lies in connecting the dots by using the right data to surface relevant recommendations, like family-friendly activities, sustainable options, or dietary preferences, rather than missing the mark with generic suggestions.

Resources:

• Website: https://www.iseatz.com/
• LinkedIn Personal: https://www.linkedin.com/in/erinrosegroh/
• LinkedIn Business: https://www.linkedin.com/company/iseatz/
• Unpacking the Complexities of the Modern Traveler: Key Insights From Our 2025 Report: https://www.iseatz.com/blog/the-modern-traveler-2025

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