MARKET Research Company Euromonitor International released its 2011 World Travel Market Global Trends Report at the World Travel Market (WTM), London. The report highlights the eight key emerging travel and tourism trends worldwide, providing insight on how the tourism industry can entice the next generation of travellers despite looming economic uncertainty. The report focuses on six regions and two core strategies, highlighting the key tourism:
Americas: Mystery Trips
The desire to take the excitement of travel to the next level is fuelling a rise in mystery trips that are premium in price and tend to be for special occasions.
UK: Rent-a-garden
With high household debt of five percent in 2011, the rent-a-garden concept provides extra financial support to cash-strapped homeowners. campinmygarden.com provides the opportunity for homeowners to rent their gardens, which can be used as campsites by travellers seeking to save money.
Europe: Luxury without Guilt
After the global economic crisis, a new kind of luxury tourism is emerging in Europe - more authentic and ethical. Luxury customers now choose providers offering responsible holidays and trips respectful of the environment.
Middle East: Rebranding of Arab Spring Countries
In 2011, political protests erupted across the Middle East amid calls for reforms and regime change, turning violent in some countries. While Tunisia and Egypt have started to reinvent themselves, Libya and Syria are far from recovery. The tourism rebranding process is complex due to each country’s unique political, economic and social conditions, with the major challenge being how to send a positive message.
Africa: M-commerce
A region with 489 million mobile phone users, Africa is leading the world in m-commerce, which in turn is boosting demand for travel services. With seven million smartphone owners and 60 per cent mobile web users, this mobile boom creates a demand for travel operators to develop mobile websites and applications to increase online reservations, raise brand awareness and promote destinations.
Asia: China’s Growing Influence
Spending by Chinese travellers on travel accommodation domestically and abroad is expected to increase by 20 per cent over 2010/2015 to reach $67 billion, second to the US. Hotel companies are customising their brands in China, partnering with Chinese companies, and creating programmes to cater to the Chinese abroad.
Global Village: Social Media
In 2011, social media was at the frontline of tourism marketing activity, leveraging offline events to engage online audiences. Social media’ aim is to capitalise on its power and friends/followers’ influence to drive bookings and build loyalty. Uncertainty, however, remains about how to determine return on investment.
Technology and Online Travel: Gamification
Gamification, or the integration of gaming dynamics in non-gaming environments, started in the US entertainment industry and is now spreading to the travel and tourism industry. By encouraging consumers to join competitions and share their experiences, photos and videos, the trend generate brand awareness and loyalty for travel companies.