Market-research company Euromonitor International released its World Travel Market Global Trends Report at the World Travel Market in London this week with findings that suggest social media is at the frontline of tourism marketing activity. 
 

The report highlights the eight key emerging travel and tourism trends worldwide, providing insight on how the tourism industry can entice the next generation of travellers despite looming economic uncertainty.

The company said the global economy is on the brink of a double-dip recession, as the sovereign debt crisis engulfs Europe and other markets struggle to manage their own debt and economic deceleration. 

Story continues below
Advertisement

According to Euromonitor, this leads to a greater need for new ideas from travel and tourism companies to capture consumers’ imaginations, as detailed in this year’s WTM Global Trends report.

“With economic headwinds picking up, we aim to pinpoint pockets of opportunity for the global travel and tourism industry,” said Caroline Bremner, head of travel and tourism research at Euromonitor International.

“Travellers are seeking out fun, adventurous trips as seen by the popularity of mystery tours in the Americas, a new rent-a-garden concept in the UK and increased ‘gamification’ of travel,” she adds.

The report focuses on six regions and two core strategies, highlighting the key tourism trends in each:

  • Americas: Mystery trips
  • UK: Rent-a-garden
  • Europe: Luxury without guilt
  • Middle East: Rebranding of Arab Spring countries
  • Africa: M-commerce
  • Asia: China’s growing influence
  • Global Village: Social media
  • Technology and Online Travel: Gamification

Click through to the following pages to reveal further details on the travel trends uncovered.

Article continues on next page...


Americas: Mystery Trips
The desire to take the excitement of travel to the next level is fuelling a rise in mystery trips that are premium in price and tend to be for special occasions. The mystery trips range from customers bidding on packages with an unknown destination and hotel name, to being handed a smartphone unveiling the itinerary day by day, according to their preferences and budget as discussed prior to the trip with specialists. Travellers pay only 50 percent of the sales price and suppliers benefit from selling excess capacity without undermining their brand.