Tourism trends
EU DigiTOUR Project | 14 July, 2022
The tourism industry is transforming rapidly. After the COVID-19 pandemic the reality of travels as we have known has changed. Some tourism trends are helping Destination Marketing Operations (DMOs) and other players of the industry to adapt their businesses to the new arrangement of things and to grow along with the digital revolution.
Let’s take a look at the rising trends that are emerging in the tourism sector!
- Automation: gone are the days in which we had to go to travel agencies to book our holidays and speak directly to someone, because today we are used to book travels thanks to online platforms. This digital infrastructure is way less cheaper for travel companies in terms of advertising expenditures and also customers are enjoying the comfort of organizing an itinerary thanks to their computers. In 2019, 71% of operators¹ were using reservation technology in their businesses and the trend is expected to grow in a way that the tourism sector will be highly impacted.
- Mobile bookings: since smartphones are instruments that we have constantly in our hands, travel operators are recognizing the importance of delivering services also through mobile devices: in fact, discounts and special offers are usually made available to clients, and the possibility to reserve an experience via a mobile device with additional benefits is thought by travel providers
- Personalization: according to Think with Google, 57%² travelers believe that companies should personalize their buying experience and base it on their behaviors, personal preferences, and past choices. The advantage is also on the side of operators because giving the possibility to customers of tailoring the experiences on their preferences will lead to satisfied clients willing to book another experience the next time
- Sustainable Tourism: countries are urged to speed up climate action in tourism in the wake of the COP 26 UN Climate Change Conference and the release of The Glasgow Declaration on Climate Action. Encouragement of environmentally conscious and sustainable tourism practices is therefore crucial for the sector's resiliency. The climate crisis poses a greater threat than COVID-19, according to the UNWTO Secretary-general. As more and more international travelers become aware of this situation, they start to believe that in order to rescue the planet and save it for future generations, action must be taken immediately. Travels that aim at respecting the environment and people are becoming the first choice of customers and consequently the providers of accommodations and experiences should consider the impact they make on our planet.
- Experience Tourism: experience-based travel is growing because the choice of a once-in-a-lifetime experience will be remembered forever. Travelers start looking for authentic experiences in their location as they grow weary or sick of taking cookie-cutter vacations in popular tourist destinations. For example, Harris Group did a study that revealed that 72% millennials prefer spending more money on unique experiences rather than on material things.
Is this the beginning of a real revolution in the travel sector? Sign up for the EU DigiTOUR Newsletters to receive more information on the latest trends in the tourism sector! The industry is changing rapidly and
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¹ Source: https://arival.travel/research/arival-guide-ready-for-the-rebound/
² Source: https://www.thinkwithgoogle.com/consumer-insights/consumer-trends/new-consumer-travel-assistance/
³Source https://www.cnbc.com/2016/05/05/millennials-are-prioritizing-experiences-over-stuff.html
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