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9 Jun

Trends in Tourism

1. Millennials.

Millennials are officially the largest generation in history, beating out Baby Boomers. As the youngest generation with disposable income, they have secured their status as leaders in travel and tourism.

They also lead in decision making. They are helping to decide what the major trends and tastes of the new year will be and are not shy about getting exactly what they want, how they want it. When planning travel, Millennials are used to having their options conveniently available to them. They want to be able to research and book their trips and tours online.


2. Active & Adventure Trips
According to Virtuoso, the #2 trend for 2017 is active and adventure travel. These experiences include things like “an African safari, swimming with whale sharks in Mexico or Australia, or hiking the Swiss Alps”

Diving companies

Customer demographics for adventure travel lean in the direction of ladies (53% to 47%), especially in Africa (57%). North and South America are the top adventure destinations for customers. There is a rising interest among clients for a more customized experience and a falling interest in hard adventure.

For 2017, adventure activities such as safaris, hiking, and cycling are expected to be the stand out choices.

3. Female Solo Travel
Today, 80% of travel decisions are made by women. Whether married, single or divorced, women are leading the way and the travel industry is taking notice. Today’s female travelers are bold, independent and looking to explore new and raw experiences. They have their own say of where to take a vacation, how to get there, and many are choosing to go solo.

Woman traveling solo

In 2014, 72% of American women took a solo adventure. That number is only set to increase in the next few years, as more and more women are taking trips designed for their needs. And it doesn’t look like you would expect. Women aren’t looking for the gender stereotypes that are often marketed to them. Forget the 5-star hotel and spa days, they want a real adventure.

Tour companies simply can’t ignore this market. It makes up a massive portion of potential clientele, especially when it comes to Millennials and Baby Boomers. Tour and activity providers will most benefit from ensuring safety for solo female travelers, but there are a few more vital tips that our own Nicole Kow wrote about in our Trends Report 2017.

4. Food Tourism
When it comes to travel it always comes down to food at some point, doesn’t it? Food tourism has become an emerging trend among travelers everywhere and tourism experts have taken notice.

According to Skift UK Editor Patrick Whyte at TouRRoir 2016, food experiences are not limited to simply dining out. It includes cooking courses, farm tours, and the classic food markets, which make up about 95% of these experiences.

Food tour experience

These experiences are closely tied to the culture of the location. Many travelers consider it to be one of the best ways to get to know the story of the place they’re traveling to and it works as a valuable resource for tourism companies.

Operators who are providing a food experience can benefit by ensuring it connects products with people and the traditions of a destination. With this in mind, every stage of the customer journey can be actively reinforced.

5. Responsible Tourism
Global changes affect us all. More travelers are aware of the impact their experiences have on the planet and as a result, more are opting for sustainable measures in their travel.

“2017 has been appointed The International Year of Sustainable Tourism by the UN “as a unique opportunity to advance the contribution of the tourism sector to the three pillars of sustainability – economic, social and environmental while raising awareness of the true dimensions of a sector which is often undervalued”
-UNWTO Secretary-General, Taleb Rifai

Global campaigns have been set in place to promote more sustainable forms of travel and industry professionals should expect a shift in the mindset of travelers everywhere. They will be more interested in the environmental, economic and social impact they’re making at the destination they visit and are likely to support companies that embody these values.

Sustainable tourism

There will likely be many mindful changes ahead for the modern traveler, like staying closer to home to reduce their carbon footprint. Tour businesses with a strong awareness of the impact they’re making will benefit greatly from their already established ecotourism practices. However, that’s not to say that businesses who are just waking up to this trend will be far behind! Companies will need to develop a strong social focus.

6. Mobile Photography
It shouldn’t be surprising that tourists in 2017 are looking for ways to document their travels. Given the brilliance of modern mobile phone cameras, it’s only natural that more and more travelers are using their devices to capture these notable moments.

Tour operators and activity providers can benefit from tapping into this trend, as it will add to their marketing efforts. It’s the perfect social media marketing tool as it helps to build up user-generated content.

On a recent trip to Antelope Canyon in Arizona, I signed up for a guided tour that knew the value this trend could bring to their customers. While we passed through the iconic canyon, light streaming in at various portions, the tour guide offered us several opportunities to stop and take photos.

Everyone set out to take photos, most of them on mobile phones. The guide even offered to help those who didn’t have much photography experience. When asked, he explained that he had taken a course in nature photography so he could help lead a better tour of the canyon.

Photo walk
This point is even highlighted on their website and it helps to drive in tourists that might not have felt confident enough to take these photos otherwise. It builds an additional layer for an already stunning nature tour.

Look for areas within your tour that would make similar memories for your customers. But remember, many of the travelers want to see both iconic and unique photo prompts. Look for opportunities to capture both.

7. Business and Leisure Travel

Business and leisure travel or (as it’s affectionately known around here) “leisure” is a favorite topic among tourism experts this year. It’s predicted to be a very lucrative trend for tour and activity providers in 2017 and some project that it will rise in popularity.

However, we’re not so convinced.

Bleisure travel

Bleisure has been presented as a rising trend for several years, but there is more data suggesting its static in the past five years than its rise. It would suggest that this isn’t as much a trend as it is an observation of the latest traveler needs. For generations, people have been extending their business trips into leisure travel, so we can’t exactly say that this is an emerging trend.

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