Report looks at travel trends
‘The World of Travel in 2020’ study, commissioned by global travel giant, Cendant Travel Distribution Services, predicts that travelers, young and old, will challenge traditional vacations as they seek, on average, up to four very different experiences a year. A passion for ‘doing’ rather than ‘having’ will double the number of consumers flying by 2020.
Delivered by The Future Foundation, the report explores the attitudinal, social, economic, cultural and technological drivers that will affect consumers in key travel markets and shape the future of the global travel industry. Significant findings include:
‘One size fits all’ approach will no longer work
The report finds that travellers will look to bulid on the current desire for short experiential breaks, rather than one big holiday. They will look for experiences rather than rest and the agent’s role will be to continually supply new and interesting challenges and locations in order to earn their continued custom.
Luxury will no longer equate to the most expensive
Travellers will trend towards inconspicuous indulgence. They will increasingly seek emotional rewards such as time spent with family or indulging in a passion or hobby.They will be looking for self improvement, either physically or spiritually. Emotion, not finance will be key.
The study suggest agents look more to cultural themes and sustainable tourism.
Taking a bite out of the travel ‘stress sandwich’
77%of people surveyed felt that the world moved too quickly these days. Travellers will look for seamless arrangements. Better flight connections, e-tickets, pre-arrival check-in, private transfers and little or no paperwork.
The agent that provides discreet but secure and reliable service will win out.
Changing family structures will have important implications on product and cost structure
Family life and structure is changing. A younger, fitter, more mobile retired sector will reject the passive vacations traditionally targeted at them. Different family groups will travel together and require specialised itineraries and attention.
Self improvement of the traditional beach getaway
A new aspiring middle class from developing nations will begin to look to the traditional getaway. Travellers with lower disposable incomes will still gravitate to traditional holidays but will also have increased aspirations and expectations.
Commenting on the findings, Ken Esterow, president and CEO, Cendant Travel Distribution Services, Americas, said, “In the future, travel will be viewed not just as a vacation but a way of culturally differentiating yourself. Customers no longer want just a trip, they want a memorable, custom-designed travel experience, whether it is for business or leisure.
Without question, travel sellers will need technology that allows them to easily find amenities and local information to deliver a differentiated experience. We believe the future of travel and travel distribution will be in merchandising lifetime travel experiences.”
Interesting stuff.
The Mole
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