Documente Academic
Documente Profesional
Documente Cultură
EXPERIENCES
BOOKING TRENDS
MARKETS: Generational
- Generation X 31
- Baby Boomers 34
MARKETS: Geographical
- LGBTQ tourism 60
- Sustainable tourism 72
6
Experiences not things
The best travel brands are putting experiences and the joy we
receive from them at the forefront of their marketing. This is
especially the case for destination marketing organisations, 56% of
which consider experiences to be “a vital part” of their
destination marketing, according to TrekkSoft research. Only 7%
consider experiences to be “somewhat important”.2
8
Top travel experiences
for 2018
By Lucy Fuggle
Sometimes we just want to get out of the office, put down our
devices, and reconnect with nature’s calm and beauty. Taking a
forest tour through the Can Gio UNESCO Biosphere Reserve, 40km
outside of Ho Chi Minh City and alive with monkeys, crocodiles, and
captivating colours, is one way to breathe more deeply. And if you’re
travelling responsibly, all the better.
“”
an expert tour guide, a small group, and with safety
and quality first.
- Les Rives - Authentic River Experiences
@lesrivesvietnam | lesrivesexperience.com
9
-2018-
Travel
Experiences Trends
Report
“”
Travel is about the people we meet. It's about who we are
and what we want to do. Is it food experiences? Active
outdoor pursuits? Experiencing different cultures? Travel
is about what you do and who you experience it with.
Olan O’Sullivan
COO of TrekkSoft
10
-2018-
Travel
Experiences Trends
Report
The free walking tour concept has boomed in recent years. It’s one
of the best ways to see a city through the eyes of a local, as the
leading free walking tour provider, SANDEMANs NEW Europe,
knows well. They ensure that every guide is a local expert who
represents their unique style of “infotainment”, mixing history and
the guide’s own style of charismatic storytelling.
11
-2018-
Travel
Experiences Trends
Report
“”
an industry that nobody wants to touch. Now that 110+ of
our suppliers use TrekkSoft, we can develop and control
our destination in a better way and not just hammer
growth into the summer months.
Kristian Jørgensen
CEO of Fjord Norway
12
-2018-
Travel
Experiences Trends
Report
“”
Our guests are looking for adventure, getting the local
experience, and small group tours. They’re travellers, not
tourists.
13
-2018-
Travel
Experiences Trends
Report
There’s much to be said for solo wandering, but it’s hard to learn
more about a place’s culture and heritage than from a guided tour.
One of Switzerland’s leading tour providers, Best of Switzerland,
shows the diverse appeal of tours that share the “best of” a region.
Christian Landis, General Manager, shared with us how depending
on season, you might see young honeymooning couples, families,
solo travelers, guests on business trips, to so-called “golden agers”
on one of their tours.
“”
and 8% from Europe.
14
-2018-
Travel
Experiences Trends
Report
“”
Travel providers need to remember that at the heart
of guest experience is the experience part.
Jon Fauver
Co-founder of TrekkSoft
15
How are consumers booking?
18
-2018-
Travel
How are consumers booking? Trend
Report
Desktop vs mobile
19
Who is booking tours
& activities online?
By Lucy Fuggle
For some time, we’ve known that women are researching and
booking the majority of holidays. Our data shows that this also
applies to tours and activities. 64% of bookings processed via
TrekkSoft are made by women.
20
-2018-
Travel
Who is booking tours & activities online? Trends
Report
21
When are bookings
being made?
By Lucy Fuggle
Yet data from Phocuswright shows how 38% of tour and activity
bookings are happening on the same day or up to two days
before the activity. Many of these bookings take place
in-destination, while consumers are already travelling. Only 19%
of these activities were booked more than a month in advance.5
22
The power of reviews
By Lucy Fuggle
4.81
is the average TripAdvisor ranking of the
twenty most successful companies
using TrekkSoft.
23
Millennials and Generation Z
Generation X
Baby Boomers
Millennials
and Generation Z
By Sara Burkhard
Last year, we talked about how Millennials are coming into their
own. As the largest living generation at the moment, they have
gotten their fair share of focus from the tourism industry and any
other that wants to buy into their attention.
In that same survey, travel was also prioritized in China and the
U.K. when it came to what Millennials put their savings towards.
All three groups stated that their focus is local and personalized
travel with at least 80% of each group saying the best way to
learn about a place is to live like a local.
26
-2018-
Travel
Millennials and Generation Z Trends
Report
27
-2018-
Travel
Millennials and Generation Z Trends
Report
Further reading
28
-2018-
Travel
Millennials and Generation Z Trends
Report
With all eyes on Millennials, the next generation is already buying in.
Generation Z (those born between 1996 and 2010) is gearing up to
take its share of the market. With the oldest in that group starting to
collect their diplomas this year, prepare to see what they bring to
the table. As early adopters to social media and technologies that
some companies are still dragging their feet over, these are the kids
who will be showing up for your tours and activities as they take
their first holidays into adulthood.
“”
“Gen Z also approach social media in a different way compared with the
previous generation. They give high value to privacy and prefer apps like
Snapchat and Whisper. Even more interesting is the fact that 25% of this
generation abandoned Facebook in 2014. This is because Gen Z spend most
of their time looking for content on social media instead of social networking.
Also, apps like Youtube and Instagram are the most preferred ones. We are in
front of a generation that doesn't only share things, but creates things. Gen Z
can be defined as ‘curators’, they want to contribute to the conversation and
be part of it.”
29
-2018-
Travel
Millennials and Generation Z Trends
Report
Author’s Note
There has been a lot of buzz around Millennials and their spending
power right now. Despite the new hipster packaging, this is nothing
new. The focus on "young money" has been at its peak since the
Golden Age of Advertising. As a Millennial who’s coming into her
own, I can admit to feeling a bit flattered (though intimidated) by the
thought that my generation can change the atmosphere of an entire
industry. But that’s why I should also go on record to say that as
nice as it is to have WiFi and coffee pretty much everywhere I go, it’s
unrealistic and unsettling to see so much focus on the 22 to 30s
crowd, that every other traveler seems to have the backseat. The
beauty of travel is that it is for everyone. All abilities, all age
groups, all backgrounds. If you want to attract Millennials, show us
you value all of your customers and that you see them as people,
not just the chance to grab at Millennial money.
30
Generation X
By Sara Burkhard
83% are working full-time or part time and currently spend the
most money on travel compared to their younger or older
counterparts. On average, they will spend $627 during each day
of travel.
31
-2018-
Travel
Generation X Trends
Report
32
-2018-
Travel
Generation X Trends
Report
Further reading
33
Baby Boomers
By Sara Burkhard
What can we say about the seniors crowd? For starters, you may
have caught on that the term “senior citizen” might not make your
grandma very happy. The fact is that “old age” just isn’t as old
anymore. Studies show we’re living longer, retiring later, and
healthy enough to trade in Tuesday night bingo at the rec center for
more active social plans.
While much of that data has stayed the same, according to AARP’s
summary in 2017, some of the behaviors are blending in with other
age groups. For example, even though there was a lot of travel
expected in 2017, nearly 85% of these trips weren’t booked until the
last minute.17 With online and mobile booking, it’s now easier than
ever to book activities and accommodations within days of
departure.
34
-2018-
Travel
Baby Boomers Trends
Report
The data from these surveys would suggest that Boomers (who
have been long been given the reputation of wanting to relax)
are actually looking for more adventure than Gen Xers. As
referenced in the previous chapter, the 30s to 50s crowd is
looking for the most rest and relaxation while the 65+ folks are
wanting to socialize and carve out some time for adventure.
35
-2018-
Travel
Baby Boomers Trends
Report
Now is not the time to worry about whether or not this generation
can keep up. Remember, your customers wouldn’t book your tour
or activity if they didn’t want the experience. This applies to every
age group and ability level. Sensible modifications and assistance
should always be made available, but you don’t need to completely
change your itinerary.
This only goes to show that the adage stands true, especially in
adventure travel – it just gets better with age!
36
-2018-
Travel
Baby Boomers Trends
Report
Further reading
37
The Indian market
39
-2018-
Travel
The Indian market and insider tips Trends
Report
Group travellers
40
-2018-
Travel
The Indian market and insider tips Trends
Report
“”
“Indian travel agents face tough competition so they try differentiating
themselves by asking operators for insider tips and advice to pass on to
guests. It helps travel agents to maintain and build their reputation”
Andrea Schneider
Companies plan more trips abroad, both in the low and peak
seasons. For them, sticking to their budget is important so
they’re more likely to work with an operator who offers the best
deal. When booking and arranging these trips, companies will
work with a trusted travel agent who liaises with a DMO or an
operator in their existing network.
41
41
-2018-
Tourism
Travel
The Indian market and insider tips Trends
Trend
Report
Booking behaviour
Social media also plays a big role and influences travel purchase
decisions before the trip, allows travellers to share moments
during the trip, and facilitates discussions and
recommendations to peers after the trip.
42
-2018-
Tourism
Travel
The Indian market and insider tips Trends
Trend
Report
43
43
-2018-
Tourism
Travel
The Indian market and insider tips Trends
Trend
Report
“”
local agents a better understanding of the destination. At the end
of the day, our goal is to appeal to the younger market with more
adventurous and active programmes and to move away from the
typical mountain excursions.”
Andrea Schneider
Director of Marketing and Market Manager at
Tourism Interlaken
44
44
The Arabic market
By Sara Burkhard
While there has been a major focus on the Chinese travel market in
recent years, a market that is just as influential has been the
growing Arabic market. Experts estimate its growth will be more
than 50% between 2000 and 2020. The U.S. travel industry is
forecast to grow to $284.5 billion by 2020.
45
-2018-
Travel
Arabic market Trends
Report
46
-2018-
Travel
Arabic market Trends
Report
Further reading
47
The maturing Chinese
market
By Nicole Kow
48
-2018-
Travel
The maturing Chinese market Trends
Report
49
-2018-
Travel
The maturing Chinese market Trends
Report
50
-2018-
Travel
The maturing Chinese market Trends
Report
51
-2018-
Travel
The maturing Chinese market Trends
Report
52
Solo female travel
LGBTQ tourism
Solo female travellers
By Nicole Kow
A search for “Solo female travel blog” returns more than 2.45 million
search results on Google. Google Trends has recorded how interest
in solo travel has grown steadily over the past ten years while
interest in female solo travel has only gained traction since 2013.
Google’s Keyword Planner Tool reflects this growing interest too.
The average monthly search volume for the term “solo female
travel” grew by 52% between 2016 and 2017, averaging 2,900
searches between October 2016 to September 2017.
54
-2018-
Travel
Solo female travellers Trends
Report
55
-2018-
Travel
Solo female travellers Trends
Report
“Back then, all I could think about was “What’s it going to feel like
when you’re there?” “Are people going to be friendly?” “Will I be able
to communicate with people?” This has changed a lot since then.
My concerns these days are a lot more around safety.”
“”
whatever I want. The best part is I never feel lonely
because I meet so many new people from all over the
world.”
Ha Truong
Blogger at Expatolife
56
-2018-
Travel
Solo female travellers Trends
Report
All three women agreed that their top priority was booking the
first night’s accommodation and arranging transport from the
airport to their accommodation before arriving at the destination.
57
-2018-
Travel
Solo female travellers Trends
Report
For Ellie, “I don’t think being female is a barrier to travel, but it has
impacted my behaviour. In more patriarchal societies, you can find
yourself in a place where you are the only woman present and
you’re only speaking to men. It could be because women are not
educated or not allowed out of the house after a certain time.”
“”
“I realised I was vulnerable when I arrived at a rail station in Rajasthan
to catch my train at 1am. Trains at 1am is not uncommon. At the
station, I found out that the train was 10 hours late. I started calling
hotels and no one answered. It was not safe to get a tuk tuk alone at
night either. So I spoke to the station manager who advised me to stay
in the station for the night. It’s in situations like these when you realise
how limited your options are when you’re a female and alone.”
“”
have bad intentions. You don’t want to travel the world
telling everyone to go away.”
Ellie Cleary
Founder of Soul Travel Blog
58
-2018-
Travel
Solo female travellers Trends
Report
59
LGBTQ tourism
By Lucy Fuggle
“”
everyone to feel safe and welcome, but there are also
financial benefits. When you support LGBTQ issues, you’re
also speaking to all of the friends, family members and
allies standing with us.”
John Tanzella
President/CEO of IGLTA - The International Gay &
Lesbian Travel Association
60
-2018-
Travel
LGBTQ tourism Trends
Report
61
-2018-
Travel
LGBTQ tourism Trends
Report
62
-2018-
Travel
LGBTQ tourism Trends
Report
63
-2018-
Travel
LGBTQ tourism Trends
Report
64
-2018-
Travel
LGBTQ tourism Trends
Report
“”
“As a destination, one of the best ways is to ensure you are inclusive is to
have a good connection to your own LGBTQ community, from supporting
local events to promoting LGBTQ-owned businesses.
For tour operators who lead groups globally, try to support LGBTQ people
in the places that you visit, whether it’s using LGBTQ guides or frequenting
community-run businesses. There’s nothing more authentic than allowing
travelers and locals to share their stories. And of course, we encourage them
to be a part of IGLTA, a globally recognized sign of support in the tourism
industry.”
65
The Sharing Economy
Sustainable tourism
67
-2018-
Travel
The Sharing Economy Trends
Report
Why is it important?
This idea of the sharing economy ties into the more experiential
travel aspect shaping today’s culture. With more people looking at
travel as a right and not the elite privilege it has been throughout
history, the five star resorts aren’t the only idea in mind for a
modern vacation. Additionally, traditional transportation methods
like taxi cabs can be more expensive and other modes of public
transportation may not be as convenient for tourists as car travel.
68
-2018-
Travel
The Sharing Economy Trends
Report
Companies like Lyft and Uber has played a key role in reducing the
number of drivers operating a vehicle under the influence. One
study in the U.S. state Georgia saw that there were 50,000 fewer
DUI arrests in the years between 2008 and 2017.35
Airbnb boasts more than 200 million bookings since its launch in
2008 and at the time of this report, Uber has reported more than 2
million drivers worldwide.
69
-2018-
Travel
The Sharing Economy Trends
Report
70
-2018-
Travel
The Sharing Economy Trends
Report
71
Sustainable tourism
By Nicole Kow
A global problem
“”
physical space and human patience. Both are
finite – albeit subjectively so. Easy to sense if you
use your heart and soul; fiendishly difficult to
quantify!”
Anna Pollock
Founder of Conscious Travel
72
72
-2018-
Travel
Sustainable tourism Trends
Report
73
-2018-
Travel
Sustainable tourism Trends
Report
So what then? How can we offer real value and deliver tangible
results to communities that are so enraged they’re throwing
eggs at tourists?
74
-2018-
Travel
Sustainable tourism Trends
Report
75
-2018-
Travel
Sustainable tourism Trends
Report
76
-2018-
Travel
Sustainable tourism Trends
Report
The World Travel and Tourism Council (WTTC) noted that while
many companies still focus on reducing carbon emissions and
stepping up conservation efforts, new initiatives are now
looking at sustainable urban tourism, community development
and growing talent within the tourism industry to ensure the
longevity of the industry. But is this enough?
77
-2018-
Travel
Sustainable tourism Trends
Report
Over time, we’ve seen that these efforts are not enough
because the overall impact of travel and tourism remains in the
negative. She suggests a new way of looking at sustainable
tourism, one of positive net benefit, towards a more
regenerative and restorative nature.
What this will look like is still uncertain, but the general gist is
clear - we need to reduce consumption and begin to optimise
what we already have.
78
-2018-
Travel
Sustainable tourism Trends
Report
1. Better reporting
2. Better education
79
-2018-
Travel
Sustainable tourism Trends
Report
80
80
-2018-
Travel
Sustainable tourism Trends
Report
“”
a step away from the cookie-cutter package trip,
and if more visitors turn to this, we could see less
dense distribution in struggling cities such as
Barcelona and Venice. It comes at a greater cost to
the consumer than budget city breaks, however."
81
-2018-
Travel
Sustainable tourism Trends
Report
3. Redefining growth
82
On the future of
sustainable travel
By Nicole Kow
83
Sustainable tourism
-2018-
Travel
Interview with Wouter Geerts, Senior Travel Analyst Trends
Report
at Euromonitor International
84
Sustainable tourism
-2018-
Travel
Interview with Wouter Geerts, Senior Travel Analyst Trends
Report
at Euromonitor International
I agree with Mr Rifai to a great extent, but have to admit that the win-win
situation of sustainable development is unlikely to go far enough. There
are many ways that tourism companies can improve their practices,
which would result in more sustainable behaviour, while at the same
time decreasing costs and increasing revenues. It is unhealthy to think,
however, that if everyone in the industry would become a little more
efficient, all problems would be solved and the negative impacts of the
tourism industry would disappear.
85
Using tourism to empower
women in Tanzania
Tourism in Tanzania
Tourism is one of the most important sectors for Tanzania’s
economy. The country boasts of beautiful national parks and unique
wildlife, as well as stunning islands like Zanzibar and Pemba. Its
natural beauty and stable political climate draws visitors from
around the world, leading to a booming tourism sector.
86
Using tourism to empower women in Tanzania
-2018-
Travel
By Keeoma Fischer, co-founder of VOEWOFO and Finance Trends
Administrator at TrekkSoft Report
87
Using tourism to empower local women in Tanzania
-2018-
Travel
By Keeoma Fischer, co-founder of VOEWOFO and Finance Trends
Administrator at TrekkSoft Report
88
Using tourism to empower women in Tanzania
-2018-
Travel
By Keeoma Fischer, co-founder of VOEWOFO and Finance Trends
Administrator at TrekkSoft Report
89
Using tourism to empower women in Tanzania
-2018-
Travel
By Keeoma Fischer, co-founder of VOEWOFO and Finance Trends
Report
Administrator at TrekkSoft
90
Going forwards
As we have seen in the report, tourism is growing and
people are keen to travel. Experiences matter now more
than ever and people are seeking out experiences that will
open their minds and change their lives. Regardless of
gender, race or sexuality, travel gives everyone the chance
to find their place our modern and transient world.
91
-2018-
Travel
Going forwards Trends
Report
Finally, we would like to thank all the people who took the
time to speak with us in interviews or via emails, and to all
those who worked hard to produce our 2018 Travel Trends
Report. It’s definitely one of our largest reports yet.
92
Sources
Experiences
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(2014)
2
TrekkSoft, Destination Report
3
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Booking trends
4
TrekkSoft booking data, Q4 2016 - Q3 2017.
5
Phocuswright, Tours & Activities Come of Age: Global Travel Activities Marketplace
2014-2020
6
Google/Ipsos Connect, Traveler Attitudes & Behaviors
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7
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8
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11
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12
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93
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Travel
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14
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Generation X
15
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16
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(20-6-2016)
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Baby Boomers
17
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19
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20
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22
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23
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94
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Travel
Sources Trends
Report
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26
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28
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29
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(05-03-2015)
30
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31
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32
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33
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95
-2018-
Travel
Sources Trends
Report
35
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Sustainable tourism
36
Travel Guard, AIG Sustainable Travel Survey 2016
37
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38
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39
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96
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