Parts of lesson given at Malaga University, April 2013.

1. BO SVENSSON
ASSOCIATE PROFESSOR
MID-SWEDEN UNIVERSITY
AND ETOUR
Guest lecture
International Master Program
Malaga University 25 April, 2013

2. TRAVEL TRENDS AND INNOVATION
PROCESSES IN THE TOURISM
INDUSTRY
Travel trends
Innovation in tourism
Research and tourism innovation
Destination dilemmas

3. Travel growing forever?
More than 1 billion in 2013
Consequences…
…people travelling
…places they visit

4. 10% står för hälften av alla resor

6. We are not all the same
Human choice
An Inglehart-Welzel Cultural Map of the World: World Secular - Rational and Self
Expression Values as a map of world cultures based on World Values Survey data.
(2008)
Human
constraint

7. Figure: Change in household consumption 2001-2011
Communication
Furniture, household
apparel, maintenance
Leisure, culture,
entertainment,
Consumption abroad
Food
+Charity
HAPPINESS
(according to SOM insitute)

8. IN 2013 SWEDES WILL TRAVEL
TO…
Gran Canaria
2.
Turkey
3.
Mallorca
4.
Tenerife
5.
Egypt
6.
Rhodes
7.
Cyprus
8.
Crete
9.
Thailand
10. Fuerteventura
1.
(Source: Ving)

9. TRAVEL PURPOSE
1. Citybreak 58 %
2. Sun and bath (not charter) 34 %
3. Charter 33 %
4. Cultural trip 20 %
5. Travel with focus on particular hobby 12 %
(Source: Ving)

10. OLD PEOPLE
– GROWTH IN TRAVEL AND
EXPENDITURE

11. WHOP’s
(Wealthy healthy older people)
• Couples – children have left home
• Rapid growth in numbers (Europe & North
America)
• Spend more on each trip
• Stay longer
• More than one destination on each trip
• Culture and nature-based activities
• Experience and learn new things
• Curiosity - discover

12. SOME REAL, AND SOME POTENTIAL TRENDS
 Sun and beach + activity
 Do, learn (lifestyle)
 Health/training/diet (lifestyle)
 Authentic experiences – more interaction with ’locals’
 ’Soft’ adventures
 Everything on the internet – smart phones rapidly more important
 ”Rating” culture strong, together with tips from friends and family
 Personal security (criminality, diseases, financial)
 Environment – does not (yet) affect travel decisions, but expectations
at the destination
 Expectations on corporate social responsibility (CSR)
 Human rights, equity, democracy (values also on vacation)