Garden camping, Titanic happenings and other hot travel trends in 2012

Among predictions this year of what to expect from travel and tourism, JWT envision this trend: The seemingly unlikely notion of homeowners and others renting their back yards to travelers could catch on.

“The London Olympics will heighten awareness, providing a hotel alternative for those willing to pitch a tent,” the site says. The concept is called “garden camping.” A UK-based company has started the trend, with plans to expand worldwide.

Another trend involves “Staycations,” which have been popular since the 2008 recession, but many of today’s consumers—even more budget-conscious and overworked—will be even more inclined to opt for shorter breaks.

“People looking to inject fun into their lives will seek the type of unusual one-off experiences and mini-vacations they’ve been finding on some deal sites, the more novel and adventurous the better,” the site says.

Some other perhaps surprising trends:

—A group of startups offering unique and often personalized activities and tours are aiming to change the way travelers plan trips, the site says. The new offerings enable experts to offer an eclectic mix of opportunities, from introducing travelers to Berlin’s famed currywurst sausage to walking them through New York’s Central Park with a wilderness instructor. 

—Technology-attuned hotels and airlines are using RFID and NFC, combined with customer phones, to smooth and speed up the experience. Qantas’ frequent flyers now get a RFID-enabled card that functions as a boarding pass; they use it to check in at a kiosk upon arrival, then flight details are sent to their phones. Similarly, hotels including Starwood’s Aloft and Aria in Las —-Vegas issue RFID loyalty cards that double as room keys.

—As the middle market shrinks in the developed world, more brands will find ways to provide special service to customers with the means or the motivation to spend. “VIP treatment is becoming common at amusement parks, for example, with special access passes allowing purchasers to skip long lines.” In another example: independent airport lounges provide a little extra comfort to travelers with an extra $15 to $50 to spend.

—With more women traveling solo, many for business, hotels everywhere are reviving women-only floors. These offer more security—some hotels even require a key card to access the floor—and add room amenities like fashion magazines and hair tools.

“Hot” tourist areas will include:

—Myanmar. With diplomatic relations with the rest of the world thawing, this lightly visited realm of Buddhist temples and pagodas will become more attractive to Western travelers. Several new hotels offer luxury accommodation, and Abercrombie & Kent has created three high-end programs for 2012. 

—Many eyes will also be increasingly focused on Ireland. A high point is the 100^th anniversary of the Titanic’s sinking on April 15. The date will be marked with what JWT calls “titanic goings-on.” Titanic Belfast will open in Ireland as the “world’s largest Titanic visitor experience” and a cruise ship operated by Fred Olsen Cruises will be circling the spot where the ship went down. There will also be a host of centennial memorabilia vying for aficionados’ attention. The eponymous James Cameron film will be released in 3D, and the director will host a National Geographic TV special on the topic

—An increasingly hot tourist spot will be Zimbabwe—home to one of the seven wonders of the world, Victoria Falls. The country also has some of Africa’s best game parks. Zimbabwe went out of favor as a tourist spot as it descended into political and economic chaos over the last decade. JWT says: “The economy is stabilizing, and as more tour operators resume Zimbabwe tours, travelers are on the uptick.” Euromonitor says: “The country has the potential to once again be among the top tourist destinations in Africa.”

JWT is a marketing communications company.

By David Wilkening