Market Research Company Euromonitor International announced today the release of its 2011 World Travel Market Global Trends Report at the World Travel Market (WTM) event in London. 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 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. 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
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.
UK: Rent-a-garden
With high household debt of five percent in 2011, the rent-a-garden concept provides extra financial support to cash-strapped homeowners. campinmygarden.com provides the opportunity for homeowners to rent their gardens, which can be used as campsites by travellers seeking to save money. The idea appeals to travellers wishing to experience the local community and go back to traditional and modest forms of accommodation. Rental demand is expected to increase during the London 2012 Olympic Games.
Europe: Luxury without Guilt
After the global economic crisis, a new kind of luxury tourism is emerging in Europe - more authentic and ethical. Luxury customers now choose providers offering responsible holidays and trips respectful of the environment. Having given something back, consumers can happily enjoy a luxury break guilt-free. European travel retailers are expected to place greater emphasis on helping local areas, offering, encounters with local craftsmen, musicians and communities.
Middle East: Rebranding of Arab Spring Countries
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