Top Five Trends in Travel

Delivery

This report comes in PPT.

Key Findings

Immersive experiences deliver quality

Travel brands and destinations that promote immersive, local experiences will enjoy the benefits of positive impacts for visitors who experience something truly unique and for communities that will enjoy the tourism multiplier effect for direct and indirect benefits, off-season tourism and visitor dispersal.

Intentional actions with a lighter footprint

With communities taking back control of destination management, the writing is on the wall for unsustainable business practices, quick wins and prioritising short-term gains over long-term success. Having a light touch with a net positive impact will separate the winners from the pack.

Value(s) unlock value creation

The power of passions is undeniable, with Swiftonomics taking the world by storm, and aligning visitors’ values with their interests boosts propensity to spend. Aligning values with passions is essential in driving higher spending at a time of elevated pricing, and in creating loyalty when faced with intense competition in the attractions and experiences space.

Connected, seamless and personalised travel

Travel businesses are jumping on the Generative AI bandwagon, using large language models (LLM) like ChatGPT and Gemini to enable more personalised travel planning and booking. Hyper-personalisation can, however, only work if everyone in the group’s needs are met.

People-centric businesses – the antidote to anti-tourism

Anti-tourism thrives where demand is off balance and destination management organisations are not in control of the narrative or impacts. Putting the local community in the driving seat through community tourism networks is critical for success over the long term, where collaboration and co-creation with visitors can take place for mutual benefit.