3. North America: Deprivation Holidays
Following a catastrophic 2009, the travel industry in the North America began to see signs of recovery in 2010 as returning business travellers increased demand. The recovery is expected to gain momentum in 2011 as demand growth outpaces supply and most catagories regain pricing power. Deprivation holidays are the new trend for business executives who, amongst others, want to push their bodies to the extreme. Aiming at improving their health and balance, consumers enrol in boot camp-style spa resorts or extreme trekking, instead of spending their free time relaxing.
This trend will lead to the flourishing of destination spas and camps. The trend is likely to become a strong niche globally, aimed at stressed out travellers, driven by consumer concerns about rising health costs and obesity. Growing interest in fitness is expected to develop philanthropic and green attributes as consumers want to improve themselves, others and the environment.
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