Thursday, October 1, 2015

The Latest World Travel Trends…

The tourism industry is a rapidly changing industry based on demand, unique offerings, accessibility, and market awareness. Research was conducted to find out some of the latest trends worldwide. Here are some of the findings:

ITB World Travel Trends

  • World travel and tourism have grown 4% in international trips
  • China and Russia have the highest growth rates
  • Average international visit is just below 8 nights
  • Average spending per trip is $1,659
  • Asia, Middle East and Latin American first time international travelers grew strongly – China and Brazil leading
  • City trips have increased by 47%, tours grew by 27% thanks to long-haul trips
  • Internet booking increased its dominance by 65%
  • A high proportion of first-time travellers still need the support of travel agencies
  • ‘New’ Chinese travellers want individual experiences – young, wealthy, educated, urban and technologically skilled
  • Young people throughout the world are travelling more, spending more and exploring new destinations
  • ‘Flashpackers’ - high-tech, socially connected young travellers are becoming a new part of the market
  • International travel industry needs to get ‘mobile’ ready for the future growth of bookings via smartphones and tablets
  • Growing number of travellers that rely on social media, blogs, travel forums to plan their holiday
  • Social media and using ‘push’ marketing such as twitter is becoming more popular
  • Facebook is starting to lose users whereas Instagram and messaging services are on the rise

Six Travel Trends to Watch in 2014 & Beyond
  • Impact of Millennials (18 to 30 year olds) is of growth & importance – more ethnically diverse & interested in international travel
  • More interested in urban than resort destinations
  • More inclined to travel in pursuit of favourite interests or activities
  • More likely to travel with friends than organized groups
  • Seniors are unstoppable – 1.3 billion to 1.6 billion people worldwide
  • Customer service is extremely important
  • Most wealthiest and most demanding
  • Travel for rest and relaxation & prefer quieter and less congested destinations
  • Rise of conspicuous leisure – signaling of social status through consumption of experience rather than through consumer goods
  • Interested in unique experiences
  • Share experiences on social media sites
  • Goods and experiences desired are to own a smartphone, own a vacation home, freedom to work from home, travel to exotic destinations, take extended time off work
  • Growth of ‘creative tourism’ – travel directed towards an engaged and authentic experience
  • They are active and participate with the locals
  • Strength of luxury travel – continues to grow specifically in the US, European and Japanese markets
  • More multigenerational travel – baby boomers like to travel with families at milestone events

CTC Travel Trends 2014

1. Growth in Young Travellers
  • United Nations World Tourism Organization UNWTO  forecasts annual global arrivals by young travellers (aged 18-30) will reach 300 million by 2020
  • Youth travel is expanding by 9% per annum
  • In a recent study Youth travellers take an average of 4.7 trips a year
  • Young travellers book travel, share their trips on social networks and read and write online reviews for trip planning all on their smartphones or tablets
  • Young travellers are big spenders and looking for adventure
  • Canada’s youthful energetic brand is well positioned to take advantage of this market

2. The sharing economy: peer-to-peer accommodation & travel services
  • Rental accommodation sites such as Airbnb, Housetrip & HomeAway connect travellers with sellers who are willing to rent out their private residence on a short-term basis
  • Airbnb was used by 5 million people in 2013
  • New driving forces include:
  • Cost-conscious consumers have limited cash flow and view collaborative consumption as a way to save money while travelling; whereas the non-travellers can make money and reduce their cost of ownership by renting their home, rooms, cars, etc.
  • Mobile technology has made it possible to match supply and demand, share online reviews instilling trust, and through online payment systems add security and convenience
  • Desire to connect with other people and share experiences – travellers are looking for authentic experiences and contributing to the local economy and learning their local surroundings are ways to do that. Guests get to know their hosts and often turn to recommendations, making Airbnb host a frontline worker in the tourism industry, just like a concierge
  • Young travellers and budget-conscious families are keen users of these services
  • These travellers also tend to stay longer and spend more in the local neighbourhoods which allows tourism revenues to reach new areas in the economy

To summarize, the above research indicates that there is a definite growth in young travelers, individuals seeking ‘authentic experiences’, individuals wanting to partake in local customs and culture, and individuals travelling as a family. It is also evident that travellers today rely heavily on technology through all stages of their trip including planning, booking, during and afterwards.

So for all of you tourism businesses out there ensure that your marketing efforts reflect these new trends and if you need more info on setting direction for your marketing strategies contact

ITB World Travel Trends Report 2013/14 -
Travel Market Report – Six Travel Trends to Watch in 2014 & Beyond -
Canadian Tourism Commission – Three Travel Trends to Watch in 2014 -

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