The document discusses travel and culinary trends based on surveys from Condé Nast Traveler readers, finding that travelers now prioritize immersive local experiences like cooking classes and visiting markets over traditional tourism, and noting that dining out is the top vacation activity while wine and trying regional cuisine are also highly important aspects of travel.

2. Wendy Perrin
Condé Nast Traveler
Director of Consumer News
& Digital Community
Country Image &
Culinary Connection

7. DRINKS AROUND THE WORLD
Pisco Sour in Peru
Caipirinhas In Brazil
Beer In Belgium
Scotch in Scotland
Port in Portugal
Sherry
From Spain
Stout
from Ireland

8. BEST CULINARY
EXPERIENCE IN WORLD
How do you form your ―best culinary‖ opinion?
83% First-hand experience
53% Travel magazines
40% Talking to family and friends
32% Guide books
30% Food magazines
26% Television programs
22% Expert opinions
17% Zagat ratings
17% Reviews/recommendations
17% Food and dining blogs
17% Local press
13% Search engines
7% Social media

9. CONDÉ NAST TRAVELERS
Current travel habits
• 5 long-haul (flights at 8+ hours)
international trips a year
• 56 hotel nights for long-haul trips
• $6,980 spent per vacation
• Travel to Australia/New Zealand
• 5% traveled in last 12 months
• 9% are considering a trip in the
coming year

10. Today’s traveler is…
• A foodie: 85% ―enjoy trying new restaurants‖
• Curious: 82% completely agree ―there’s no better way to
learn about cultures than through travel‖
• A leader: 77% say, ―Traveling enables me to be ahead of
the curve on culture, business, politics, cuisine and style‖
• Social: 72% love sharing their travel experiences
(86% of travelers 18-34)
CONDÉ NAST TRAVELERS

11. FOOD FANATICS

12. ―We strongly discourage the use of
cell phones, unless you’re posting
food porn on Instagram.
#EMPELLON‖
– menu at Empellón Restaurant,
New York City
#foodie #yum #nom #foodporn #instafood

13. PREFER FINE OVER FAST
Every month, I eat at…
• Fine dining 68%
• Café 66%
• Coffee shop 50%
• Casual chain 46%
• Lounge or bar 39%
• Fast food/quick serve 38%
• Michelin-starred 13%
• Food trucks 11%
But not TOO fancy

14. AND WINE OVER WATER
Every month, I drink…
• Wine 79%
• Bottled still water 68%
• Cocktails 58%
• Shelf spirits 56%
• Premium spirits 54%
• Craft beer/microbrew 42%
• Import beer 41%
• Bottled sparkling water 40%
• Champagne 27%
• Mass beer 25%
• Aperitifs 18%

15. TRAVEL MOTIVATIONS
Then
• Planned ―cultural experiences‖
• Checking sights off a list
• Visit museums and monuments
• Typical tourist fare
• Going by guidebooks
• 80% of travelers cited culture as top
motivator in 2009.
Dropped to 69% in 2013
NowVS
• Local immersion
• Finding new sites off the beaten path
• Visit local artists and artisans
• Resident’s favorite hidden gems
• Listening to friends and fellow travelers
• 85% are driven by the ―need to know,
explore, and experiment‖

16. TRAVEL EXPERIENCES
Will travel for food
• Dining out is the #1 vacation activity
• 62% want to enjoy culinary, wine or
liquor tastings while traveling—up
from 51% in 2012
• 52% have planned a trip that has
centered on culinary—up from 43%
Mercado Central

17. ITALY
FOOD & WINE
• Cooking experiences, truffle hunts
• Rustic/authentic
(not extravagant or Michelin-starred)
• Connection with interesting,
charismatic locals
• Private homes/estates/vineyards
• Exclusive personal attention
• Element of surprise

18. IMPORTANT ELEMENTS
Which is important while traveling?
72% Fresh seafood
60% A national style of cooking I like
59% A cultural heritage of food and wine
56% A range of multicultural food options
53% Natural fruit and vegetables
51% A country’s overall culinary reputation
47% Local foods grown/raised in pristine environments
43% High grade meat and livestock
43% Interesting and exciting street food
41% Renowned cheese and dairy
36% Vineyards with great food offerings
34% Award-winning restaurants
23% Award-winning wineries

19. INTERESTING ACTIVITIES
Which are of interest while traveling?
86% Eating authentic regional cuisine
69% Sampling artisanal products
66% Fine dining
65% Tasting locally made wines or beers
64% Shopping at local markets
61% Touring local wineries or breweries

20. MEALS INTO MEMORIES
What makes a dining
experience unforgettable?
The majority say…
91% Great-tasting food
80% Overall service
62% Warm welcome from staff/owners
58% My dining companion
55% A gorgeous view for you
53% Décor/ambiance
50% Unique cooking style or ingredients
50% Surprises from chef during the meal
Not to be forgotten…
47% Variety of menu offerings
41% Celebrating a special occasion
41% Quality, organic or local ingredients
40% Great value
38% Dining outdoors/al fresco
30% Wine/spirit and food pairings
27% Wine selection
17% Chef reputation
10% No formal menu
8% Big splurge

23. The majority say…
71% What I tasted during the experience
63% My companions
62% Location of culinary experience
50% Ingredients
Not to be forgotten…
41% Staff who created the experience
39% What I learned from the experience
37% Homemade/artisanal
33% Wine/spirit and food pairings
29% Trying cool activity never done before
26% Store/place where bought food or had the
experience
26% Place of origin (food grown or made)
24% Stories heard during the experience
16% Packaging
6% Expert ratings
What makes a non-
restaurant culinary
experience unforgettable?
UNFORGETTABLE FOODS

24. ―Eating Mallorca in San Juan, Puerto Rico. Visited a 100 year old cafe called Le Bombanerra with my
husband on our honeymoon. The cafe was weathered and full of regional flair. The old coffee maker
which was as old as the restaurant itself made the best coffee I've ever tasted, the front window on the
street was filled with pastries. We ordered some inside to go with the coffee, We sat in the noisy cafe
chatting with each other and enjoying our coffee and pastry. Both of which were unique to the region, the
cafe was filled with locals and tourists alike. A real gem.‖
―Cooking classes in Thailand. It was so magical because they took us out into the gardens to pick all the
vegetables and herbs needed for the dishes. Great learning experience.‖
―An early morning hot-air balloon ride over the Willamette Valley celebrating the release of a vintage pinot
noir -- including pours in the basket -- followed by a champagne breakfast back on the ground. And it was
our first balloon ride, a magical experience by itself.‖

25. The majority say…
64% My companion
61% Wine and food pairings
56% Style of wine selection
52% Location of wine drinking
Not to be forgotten…
35% Not having to drive home afterward
35% Country of origin
26% Sommelier service
18% Waiter service
What makes a wine
experience unforgettable
WINE TO WRITE HOME ABOUT

26. SHERRY & PORT
• New, up-and-coming wineries
and winery resorts
• Hot architecture/wonders of the world
• Wine tasting combined with
river cruising
• Colorful local festivals
• Hands-on participation
in the winemaking
SPAIN & PORTUGAL

28. A BETTER EXPERIENCE
What would change your
perception of a food
experience or wine
brand?
44% Customer service (waiter, sommelier, owner)
43% My companion liked it
40% Learning how it’s made
37% Recommendation from expert you’re learning from
during the experience
37% Knowing it’s homemade or locally made
29% Natural ingredients
23% Reading recommendations from an expert
21% Eco and sustainable practices of company
18% Reading customer recommendations
16% Award-winning product or experience
5% Expert opinion on packaging or in signage
91%
Tasting and
liking it

29. WHISKEY
• Exclusive tastings and pairings
• Private clubs, off-limits cellars
• Scotland food boom
• Michelin stars matter
SCOTLAND

30. Denmark, Copenhagen
What places a city
on the culinary map?

31. Gaston Acurio,
ambassador to Peruvian cuisine
Lima, Peru
WORLDWIDE

32. Wendy Perrin
Condé Nast Traveler
Director of Consumer News
& Digital Community
Country Image &
Culinary Connection
Contact:
E-mail: wendy@condenasttraveler.com
Twitter: @wendyperrin