Forecasts of global aggregators.
At the end of last year, Expedia, Skyscanner and Booking released forecasts on tourism trends for 2024. Alexey Vengin, CEO of Profi.Travel, studied all three documents — and decided to share with readers the most interesting trends.
Although forecasts and recommendations of global aggregator companies are based on an analysis of the behavior of foreign travelers, there are already noticeable sprouts of these trends in In Russia— both in domestic and outbound tourism. Awareness of global trends will help anticipate new customer needs, as well as suggest ideas for modern travel products to both tour operators and hoteliers. Several trends are of particular interest to those involved in inbound tourism.
The trend 1. Budget travelers are ready to spend part of their money on a “beautiful life”
Point.Tourists are looking for ways to relax comfortably and brightly without significant expenses. For example, choosing a budget accommodation in a 4* hotel, they can pamper themselves with expensive services: rent premium cars, visit the SPA in luxury hotels, book individual excursions with high-class guides.
How to apply. The trend requires tour operators and hotels to take a balanced approach to the formation of offers. Basic prices for trips available to a wide range of consumers should be complemented by a wide range of high-quality services. Even buyers of the middle and economical price segment should be able to purchase premium class services in order to arrange a “beautiful life” for themselves. Even for a short time.
The trend 2. Immersion in the local culture. Tourists want to participate in life, not observe it
Point. There is a growing interest in culture and history. However, travelers prefer to get acquainted with the traditions and customs of vacation spots not on excursions, but by communicating with local people. In search of unusual experiences, they visit craft workshops, cooking classes with local chefs, participate in festivals and festivals.
How to apply. The best way to follow this trend is to get in touch with local communities. There are examples of such interaction in domestic Russian tourism. Kenozersky National Park is one of the most striking cases of careful and productive interaction with local residents. Here, for example, children from nearby villages introduce tourists to traditional local crafts.
Trend 3. Sustainable tourism and conscious travel
Point. Sustainable tourism, which everyone is talking about, is a fairly simple story. Many travelers began to think about the impact of tourism on the environment and local communities. As a result, the demand for eco-friendly travel options has increased. Tourists prefer trips that have a minimal impact on nature. It is also important for them to feel that they support the economy of the regions and local residents.
How to apply.For hotels, the concept of sustainability includes the use of local products in the restaurant, the application of environmentally friendly practices such as energy saving and separate garbage collection. This also includes events that introduce local traditions, crafts, etc.
Tour operators contribute to the sustainable tourism development of tourist areas by creating jobs for local residents. In addition, they can include in their programs visits to special attractions (museums, workshops, etc.) that support local communities, as well as give tourists the opportunity to connect to environmental projects. All this will allow guests to feel involved in the preservation of the cultural and natural heritage of the recreation regions. The promotion of programs based on the principles of sustainable tourism can become a unique feature that distinguishes the tour operator’s product.
You could learn more about what is being done in the Russian tourism market to introduce sustainable tourism practices into real businesses at one of the webinars of our project “Know our PRO”.
The trend 4. The search for a unique gastronomic experience
Point. Travelers’ interest in local cuisine is growing. It is no longer enough for tourists to simply taste local dishes — they want to get a unique culinary experience, enjoying the beauty of the presentation, the aroma and taste of the food, as well as the atmosphere of the place. Tastings become like immersive performances. Many tourists even choose a destination for a trip, focusing primarily on information about unique restaurants and unusual cuisine.
How to apply. The authors of the forecasts recommend that hotels attract guests by offering dishes made from fresh local products in their restaurants. Organizing culinary workshops with chefs, in their opinion, will be a good way to immerse guests in the culinary culture of the region. Another idea for tourists who want variety is gastronomic packages that include lunches or dinners at famous local restaurants.
Tour operators, in turn, can develop (and actively do so) gastronomic tours and excursions that include visits to local markets, farms and restaurants. The gastronomic theme adds flavor to the advertising campaigns of the territories.
Trend 5. Go on a journey to get to know yourself and learn new things
Point. Traveling is now not just entertainment, but a way to learn more about yourself, gain new knowledge and skills. Such tours often include yoga classes, master classes in various types of art, cooking, seminars on personal growth, etc. Their main goal is to help participants find harmony, develop creativity and communication skills, as well as enrich their inner world.
How to use: Hotels can develop wellness, yoga and meditation programs, as well as organize self-development workshops. Tour operators — tours focused on personal growth, retreats, educational courses, leadership trainings, meetings with interesting people. I think you will easily recognize the trend by studying the diverse range of so-called “author tours” and “tours with meaning”.
The trend 6. Flexible booking and payment terms
Point. The COVID-19 pandemic has increased the uncertainty factor in travel planning. Tourists have become more cautious, they are looking for flexible booking conditions to minimize the risks of losing money in case of a change of plans.
How to apply. To offer booking conditions under which tourists could change the date and/or destination without significant penalties. “Buy now, pay later” options will also be in demand to reduce the financial burden on travelers. The travel industry as a whole reacted promptly to this trend using technical innovations.
The trend 7. Go to a place where famous movies or TV series were filmed
Point.The places where the filming of the “star” paintings took place become points of attraction for tourists. First, movie fans come, then those who are looking for novelty join them. Gradually, the place is turning into a tourist region. Something similar happened to us, for example, with Teriberka.
How to apply. Tour operators can use the wave of popularity of films and TV series by developing unusual tour programs, including stories about the creation of films and actors in the excursions. Interactive quests and reconstructions of scenes from films will add uniqueness
Hotels located near iconic filming locations can decorate interiors in the style of famous movies and TV series. Also working options are the offer of special accommodation packages, including excursions to the filming locations, or the organization of themed parties and film screenings. All this will make it possible to increase the receipt.
The trend 8. Travel on special occasions
Point. Significant personal events become a reason to travel. These can be small victories, such as completing a project or completing a course, birthdays, anniversaries, wedding anniversaries, etc.
How to apply. Opportunities for organizing a small celebration should be available in all tours. And, of course, it makes sense to offer weekend trips, themed trips.
Trend 9. To leave to get enough sleep and restore emotional balance
The essence: Researchers have noted a growing interest in traveling to restore well-being. There is a demand for non-alcoholic tours, digital detox programs using practices for physical and mental recovery. This trend is especially noticeable in the Asian market, primarily tourists from China are exposed to it.
How to apply: The authors of the forecasts recommend tour operators to establish partnerships with wellness centers and organize joint programs. Also, in their opinion, individual tours will be in demand, taking into account the special needs of clients to restore their health.
They advise hotels to create spaces for relaxation, offer sleep improvement products, as well as wellness services right on site. In Russia, this trend is reflected in the growing demand for sanatorium services. What the sanatorium of the future should be was discussed on “Know our PRO”.
Trend 10. Spontaneous travel
Point. The trend is related to the desire of travelers to explore unexplored places and enjoy unplanned trips. They abandon careful route planning in favor of improvisation and discovery.
How to use: Tour operators can develop tours that give travelers the freedom to choose additional activities. Those who are ready for spontaneous solutions are also attracted by last-minute tours.
Trend 11. The choice for traveling to countries and regions with a temperate climate
The bottom line: The trend arose in response to climate change, which makes traditional beach resorts sometimes too hot for a comfortable stay. Cool lovers are looking for places where they can escape the heat and enjoy a more temperate climate. These can be northern countries and mountain resorts.
How to apply.The trend is beneficial for the northern territories, which are not spoiled by large tourist flows. It is also important for inbound tourism to Russia, where there is no heat most of the year. It allows tour operators to develop new routes and offer tourists vacation options at prices lower than those provided by popular beach resorts.
For marketing, the trend is also successful, photos with snow for tourists from hot countries look exotic and attractive.
Although, of course, the love of the northern seas is far from a new trend for Russian tourists — just look at the statistics of entry to the Kaliningrad region.
Trend 12. The desire to visit unexplored countries and regions instead of popular tourist destinations
Point.Tourists more often began to choose alternative destinations instead of the usual ones. The trend primarily concerns places that are similar to those promoted in terms of proposed activities, cultural traditions, and natural attractions. Travelers are attracted here primarily by the absence of crowds of tourists and attractive prices for both accommodation and additional services.
The trend applies equally to both beach resorts and mountain resorts.
How to apply. The trend makes tour operators more free in terms of forming an assortment. However, competent marketing is perhaps crucial for success in following this trend. In an advertising campaign, it is important to show the advantages of a new direction, emphasizing its uniqueness and at the same time similarity with an already known market.
Trend 13. The use of innovative technologies in travel planning
Point. Researchers from Booking cited statistics according to which 48% of travelers already trust artificial intelligence to plan their trips. The figures vary depending on the markets — from 8% in UK to 63% in the USA. This indicator reflects the growing trust in technology and willingness to use AI to simplify the process. This trust in AI is probably due to its ability to quickly analyze large amounts of information, provide personalized recommendations and optimize routes.
How to use: Innovative travel companies use AI in their booking systems to improve the user experience. In addition, AI is able to facilitate routine processes in travel companies — it can be used to create pictures, texts, videos, as well as to create algorithms for dealing with tourist objections.
Photo: Profi.Travel, sources: Expedia Group, Skyscanner , Booking
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