Our Near Futures Series of inspiration and insights reports is designed to highlight what is happening today and how it can shape tomorrow for brands and business. This one is on the Near Future of Travel.
This report is powered by the LHBS Inspiration-Hub that systematically tracks changes in culture, markets and technology and how these signs collectively point to a bigger story.
Skift Report: 14 Global Trends That Will Define Travel in 2014Rafat Ali
At the start of 2014, we’re looking at 14 trends we think will drive travel industry and consumers this year and beyond. Design, user experience, data and ease of travel will define travel trends in 2014, and our 14 trends reflect that.
eMarketer Webinar: 7 Travel Trends for 2015—How Digital Will Drive New Opport...eMarketer
From increased mobile booking to local search, digital will continue to revolutionize the travel industry in 2015. Topics in this webinar include: What digital channels, platforms and tools will see the most rapid adoption by travelers in 2015? How will travel marketers adapt their marketing and business strategies to emerging opportunities? How is digital opening up new geographic markets for travel brands? What digital ad formats will see increased investment in 2015?
PSI: The Global Travel & OOH industries in 2020 and beyond Posterscope
2019 proved to be another rollercoaster year for the global travel industry, and 2020 promises to be no different, as fluctuations in the economy, technology and politics continue to affect the way that people navigate the world. This is evident across all industries, not least in the global travel and international OOH sector. As the year is beginning to unfold, PSI has looked into what the rest of the year behold from the increase in hyper personalised travel experience, the global transformation through OOH automation and being connected at 35,000 feet
PSI: The Global Travel & OOH industries in 2020 and beyond Posterscope
2019 proved to be another rollercoaster year for the global travel industry, and 2020 promises to be no different, as fluctuations in the economy, technology and politics continue to affect the way that people navigate the world. This is evident across all industries, not least in the global travel and international OOH sector. As the year is beginning to unfold, PSI has looked into what the rest of the year behold from the increase in hyper personalised travel experience, the global transformation through OOH automation and being connected at 35,000 feet
Our Near Futures Series of inspiration and insights reports is designed to highlight what is happening today and how it can shape tomorrow for brands and business. This one is on the Near Future of Travel.
This report is powered by the LHBS Inspiration-Hub that systematically tracks changes in culture, markets and technology and how these signs collectively point to a bigger story.
Skift Report: 14 Global Trends That Will Define Travel in 2014Rafat Ali
At the start of 2014, we’re looking at 14 trends we think will drive travel industry and consumers this year and beyond. Design, user experience, data and ease of travel will define travel trends in 2014, and our 14 trends reflect that.
eMarketer Webinar: 7 Travel Trends for 2015—How Digital Will Drive New Opport...eMarketer
From increased mobile booking to local search, digital will continue to revolutionize the travel industry in 2015. Topics in this webinar include: What digital channels, platforms and tools will see the most rapid adoption by travelers in 2015? How will travel marketers adapt their marketing and business strategies to emerging opportunities? How is digital opening up new geographic markets for travel brands? What digital ad formats will see increased investment in 2015?
PSI: The Global Travel & OOH industries in 2020 and beyond Posterscope
2019 proved to be another rollercoaster year for the global travel industry, and 2020 promises to be no different, as fluctuations in the economy, technology and politics continue to affect the way that people navigate the world. This is evident across all industries, not least in the global travel and international OOH sector. As the year is beginning to unfold, PSI has looked into what the rest of the year behold from the increase in hyper personalised travel experience, the global transformation through OOH automation and being connected at 35,000 feet
PSI: The Global Travel & OOH industries in 2020 and beyond Posterscope
2019 proved to be another rollercoaster year for the global travel industry, and 2020 promises to be no different, as fluctuations in the economy, technology and politics continue to affect the way that people navigate the world. This is evident across all industries, not least in the global travel and international OOH sector. As the year is beginning to unfold, PSI has looked into what the rest of the year behold from the increase in hyper personalised travel experience, the global transformation through OOH automation and being connected at 35,000 feet
eMarketer Webinar: Digital Travel OutlookeMarketer
Join eMarketer Analyst Dan Marcec as he discusses key issues facing travel marketers, including the outlook for US online travel sales, as well as behavioral trends among online travel researchers and bookers both in the US and globally.
HUMAN DIGITAL is our trend report #6. Although it is about digital, it is not about the jargon, like “personalisation,” “real-time,” and “co-creation.” It is about natural human instincts to improve the standards of their living... this time digital living.
Some trends might have already been captured in other markets. This trend report is about the Middle East, so as always we apply a strict rule: if we don't find numerous local examples, it is not a trend.
JWT: The Future 100 - Trends and changesFilipp Paster
The Future 100 takes a snapshot of emerging trends for 2017, spanning culture, tech and innovation, travel and hospitality, brands and marketing, food and drink, beauty, retail, health, lifestyle, and luxury.
As we look ahead to 2017, markets are confident, even though assumptions have been questioned and narratives overturned. Amid the massive shifts that are sure to follow, there’s never been a more important time for brands to keep tabs on forecasts and emerging consumer behaviors.
For a few years now, mobile apps are at the forefront of creativity. Mobile apps are assisting companies in remaining important and competitive in the face of rising markets, emerging modern technology, and changing consumer conduct. Millions of people around the world profit from some of the most common apps.
As per the mobile app development stat, eMarketer estimates that American adults will on average spend more than 4 hours with mobile Internet, with 88% of that time within apps.
In this blog I have highlighted the most successful and top installed apps that encourage businesses to continually evolve and expand to help you create an out-of-competition mobile app.
Read more....
Travelport Digital Webinar - Mobile Travel Trends 2017Travelport
Discover the mobile travel trends that will shape the mobile landscape for the travel industry in 2017 and beyond. With insights from Travelport Digital experts and travel industry heavyweights.
Havas Sports & Entertainment's predictions of the hottest 2013 trends to keep an eye on and selection of the most memorable, innovative and successful campaigns of 2012.
Future of travel - Insights from Discussions Building on an Initial Perspecti...Future Agenda
Insights from Discussions Building on an initial perspective on the future of travel by Richard Hammond Founder and Chief Executive Greentraveller. This includes insights from events already completed on the starting point for the global future agenda discussions taking place through 2015 as part of the the futureagenda2.0 programme. www.futureagenda.org
The mobile effect : disrupting the competitive landscape in the digital trave...Romain Fonnier
COMMENT LE MOBILE IMPACTE LE MARCHÉ DIGITAL DU TOURISME SELON UNE ÉTUDE CRITEO ET PHOCUSWRIGHT
Le PC représente encore environ les deux tiers des transactions en ligne de tourisme (de 64% à 71% en fonction des 8 pays étudiés). Le mobile progresse et atteint 20% (smartphones + tablettes) d’utilisation en France par exemple. Cette proportion monte à 87% pour la Chine.
La réservation sur mobile est à un stade de développement dans la plupart des pays étudiés. En France, seuls 6% des vols sont réservés sur mobile, contre 31% pour la Chine.Si l’aérien reste le point fort du PC (94% des réservations en France), le parcours d’achat mobile bénéficie principalement aux intermédiaires de voyage en ligne. Ainsi, pour acheter un billet d'avion, les mobinautes français passent d’abord par des intermédiaires (14%) puis par le vendeur direct (9%). Pour un achat hôtelier, ils sont 5 fois plus nombreux à passer par des intermédiaires (10%) que par des vendeurs directs (2%).
A study sponsored by Expedia that shows:
- Where consumers find inspiration for travel purchases online
- How consumers move between travel sites across their decision making journey
- A deeper understanding of the role of OTAs, meta and supplier sites along the multi-touch roadmap
Download this study at: http://info.advertising.expedia.com/travelerattribution?portalId=149354&hsFormKey=59630ba9d184e3f5d2271f45e8231fa5&submissionGuid=a14ea177-c004-4913-bb1b-bf5bf39779fe#main_form
The Hotel Industry's Automated Future: A Framework for AI With a Human TouchPeerasak C.
Data has shifted the foundation of the hotel industry. Managers can now segment guest profiles to infinite degrees, creating a comprehensive picture of who’s staying at their properties. Managers can also track guest habits, interests, preferences and any unrecognized revenue opportunities or paths to stronger brand loyalty –– it’s all in the data.
eMarketer Webinar: Digital Travel OutlookeMarketer
Join eMarketer Analyst Dan Marcec as he discusses key issues facing travel marketers, including the outlook for US online travel sales, as well as behavioral trends among online travel researchers and bookers both in the US and globally.
HUMAN DIGITAL is our trend report #6. Although it is about digital, it is not about the jargon, like “personalisation,” “real-time,” and “co-creation.” It is about natural human instincts to improve the standards of their living... this time digital living.
Some trends might have already been captured in other markets. This trend report is about the Middle East, so as always we apply a strict rule: if we don't find numerous local examples, it is not a trend.
JWT: The Future 100 - Trends and changesFilipp Paster
The Future 100 takes a snapshot of emerging trends for 2017, spanning culture, tech and innovation, travel and hospitality, brands and marketing, food and drink, beauty, retail, health, lifestyle, and luxury.
As we look ahead to 2017, markets are confident, even though assumptions have been questioned and narratives overturned. Amid the massive shifts that are sure to follow, there’s never been a more important time for brands to keep tabs on forecasts and emerging consumer behaviors.
For a few years now, mobile apps are at the forefront of creativity. Mobile apps are assisting companies in remaining important and competitive in the face of rising markets, emerging modern technology, and changing consumer conduct. Millions of people around the world profit from some of the most common apps.
As per the mobile app development stat, eMarketer estimates that American adults will on average spend more than 4 hours with mobile Internet, with 88% of that time within apps.
In this blog I have highlighted the most successful and top installed apps that encourage businesses to continually evolve and expand to help you create an out-of-competition mobile app.
Read more....
Travelport Digital Webinar - Mobile Travel Trends 2017Travelport
Discover the mobile travel trends that will shape the mobile landscape for the travel industry in 2017 and beyond. With insights from Travelport Digital experts and travel industry heavyweights.
Havas Sports & Entertainment's predictions of the hottest 2013 trends to keep an eye on and selection of the most memorable, innovative and successful campaigns of 2012.
Future of travel - Insights from Discussions Building on an Initial Perspecti...Future Agenda
Insights from Discussions Building on an initial perspective on the future of travel by Richard Hammond Founder and Chief Executive Greentraveller. This includes insights from events already completed on the starting point for the global future agenda discussions taking place through 2015 as part of the the futureagenda2.0 programme. www.futureagenda.org
The mobile effect : disrupting the competitive landscape in the digital trave...Romain Fonnier
COMMENT LE MOBILE IMPACTE LE MARCHÉ DIGITAL DU TOURISME SELON UNE ÉTUDE CRITEO ET PHOCUSWRIGHT
Le PC représente encore environ les deux tiers des transactions en ligne de tourisme (de 64% à 71% en fonction des 8 pays étudiés). Le mobile progresse et atteint 20% (smartphones + tablettes) d’utilisation en France par exemple. Cette proportion monte à 87% pour la Chine.
La réservation sur mobile est à un stade de développement dans la plupart des pays étudiés. En France, seuls 6% des vols sont réservés sur mobile, contre 31% pour la Chine.Si l’aérien reste le point fort du PC (94% des réservations en France), le parcours d’achat mobile bénéficie principalement aux intermédiaires de voyage en ligne. Ainsi, pour acheter un billet d'avion, les mobinautes français passent d’abord par des intermédiaires (14%) puis par le vendeur direct (9%). Pour un achat hôtelier, ils sont 5 fois plus nombreux à passer par des intermédiaires (10%) que par des vendeurs directs (2%).
A study sponsored by Expedia that shows:
- Where consumers find inspiration for travel purchases online
- How consumers move between travel sites across their decision making journey
- A deeper understanding of the role of OTAs, meta and supplier sites along the multi-touch roadmap
Download this study at: http://info.advertising.expedia.com/travelerattribution?portalId=149354&hsFormKey=59630ba9d184e3f5d2271f45e8231fa5&submissionGuid=a14ea177-c004-4913-bb1b-bf5bf39779fe#main_form
The Hotel Industry's Automated Future: A Framework for AI With a Human TouchPeerasak C.
Data has shifted the foundation of the hotel industry. Managers can now segment guest profiles to infinite degrees, creating a comprehensive picture of who’s staying at their properties. Managers can also track guest habits, interests, preferences and any unrecognized revenue opportunities or paths to stronger brand loyalty –– it’s all in the data.
This year is shaping up to be a significant one for tourism, challenging business leaders to think differently about the emotional and human truths that are driving people to travel.
As the world forges ahead through 2018, we looked at the various cultural forces that are impacting how consumers are thinking about and planning travel this year.
Euronews Travel Trend Report (October 2020)David Mora
Hit hard by the global Covid-19 pandemic, the travel and tourism sectors are facing a rapidly changing future. As brands and businesses look to recover losses, there’s also a need to re-think their offerings, amid changing consumer behaviour and habits. New mindsets, needs, wants and desires – some fuelled by lockdowns – are emerging.
Achieving equitable tourism success in NYC 5.26.21 by Paul LindbergPaul Lindberg
Memo to the Incoming 110th Mayor of the City of New York in 2022 on Achieving Equitable Tourism Success in NYC: Analyzing and evaluating the impact of economic and sustainable tourism trends in Post COVID-19 NYC
FEATURE - ‘Overtourism’ Worries Europe. How Much Did Technol.docxmglenn3
FEATURE - ‘Overtourism’ Worries Europe. How
Much Did Technology Help Get Us There?
By Farhad Manjoo, The New York Times Aug. 29, 2018
Reference: Manjoo, F. (2019, Aug. 29). ‘Overtourism’ Worries Europe. How Much Did
Technology Help Get Us There? The New York Times. Retrieved from
https://www.nytimes.com/2018/08/29/technology/technology-overtourism-europe.html
By Farhad Manjoo
Over the summer, my wife and I traveled with our two young kids on a two-week
vacation through Europe.
It wasn’t as highfalutin as it sounds. In London, our Airbnb had ample skylights —
which rendered the place all but uninhabitable during Europe’s heat wave. In Paris, our
charming home-share had a cavernous hole in the ceiling of the entryway, revealing
load-bearing beams that appeared to have been rotting since Napoleon’s reign. And in
Amsterdam, our Airbnb advertised a kids’ bedroom stocked with toys — but failed to
mention the mosquitoes and mice.
I’m not complaining. If travel mishaps are the stuff of memory, my vacation was
unforgettable. And without home-sharing services like Airbnb, review sites like
TripAdvisor and conveniences like Uber, OpenTable and Expedia, the trip would have
been far more expensive, less accessible and, in a strange way, less authentic.
But my tech-abetted trip was illuminating, too, because it provided a firsthand look into
a vexing problem that has gripped much of Europe lately — the worry of “overtourism,”
and the rising chorus that blames technologies like Airbnb, Uber and other internet-
enabled travel conveniences for the menace.
Every summer, the most popular European destinations get stuffed to the gills with
tourists, who outnumber locals by many multiples, turning hot spots into sweaty, selfie-
stick-clogged, “Disneyfied”towns. They offer a taste of a growing global threat: Across
the world, thanks in part to rising affluence, travel is becoming a more widely shared
pastime. International trips were up 6 percent in the first half of the year, surpassing
experts’ forecasts, according to the United Nations’ World Tourism Organization.
This growth might once have been considered unambiguously good news. But the
world’s most popular destinations cannot expand to accommodate an infinite flood of
visitors. Advocates of curbing tourism say too many visitors are altering the character of
historic cities, and making travel terrible, too.
“It’s a level of tourism which is degrading the enjoyment that residents have, but it’s also
degrading the tourist experience, because the tourist who is endlessly queuing behind
backpacks of hundreds of other tourists is not discovering the real or the authentic
place,” said Justin Francis, the chief executive of Responsible Travel, a company that
arranges “sustainable” travel for customers.
What’s to blame? In addition to broad prosperity, there’s technology, defined very
broadly.
Over the last few decades, innovations in aviation — wider, more e.
FEATURE - ‘Overtourism’ Worries Europe. How Much Did Technol.docxlmelaine
FEATURE - ‘Overtourism’ Worries Europe. How
Much Did Technology Help Get Us There?
By Farhad Manjoo, The New York Times Aug. 29, 2018
Reference: Manjoo, F. (2019, Aug. 29). ‘Overtourism’ Worries Europe. How Much Did
Technology Help Get Us There? The New York Times. Retrieved from
https://www.nytimes.com/2018/08/29/technology/technology-overtourism-europe.html
By Farhad Manjoo
Over the summer, my wife and I traveled with our two young kids on a two-week
vacation through Europe.
It wasn’t as highfalutin as it sounds. In London, our Airbnb had ample skylights —
which rendered the place all but uninhabitable during Europe’s heat wave. In Paris, our
charming home-share had a cavernous hole in the ceiling of the entryway, revealing
load-bearing beams that appeared to have been rotting since Napoleon’s reign. And in
Amsterdam, our Airbnb advertised a kids’ bedroom stocked with toys — but failed to
mention the mosquitoes and mice.
I’m not complaining. If travel mishaps are the stuff of memory, my vacation was
unforgettable. And without home-sharing services like Airbnb, review sites like
TripAdvisor and conveniences like Uber, OpenTable and Expedia, the trip would have
been far more expensive, less accessible and, in a strange way, less authentic.
But my tech-abetted trip was illuminating, too, because it provided a firsthand look into
a vexing problem that has gripped much of Europe lately — the worry of “overtourism,”
and the rising chorus that blames technologies like Airbnb, Uber and other internet-
enabled travel conveniences for the menace.
Every summer, the most popular European destinations get stuffed to the gills with
tourists, who outnumber locals by many multiples, turning hot spots into sweaty, selfie-
stick-clogged, “Disneyfied”towns. They offer a taste of a growing global threat: Across
the world, thanks in part to rising affluence, travel is becoming a more widely shared
pastime. International trips were up 6 percent in the first half of the year, surpassing
experts’ forecasts, according to the United Nations’ World Tourism Organization.
This growth might once have been considered unambiguously good news. But the
world’s most popular destinations cannot expand to accommodate an infinite flood of
visitors. Advocates of curbing tourism say too many visitors are altering the character of
historic cities, and making travel terrible, too.
“It’s a level of tourism which is degrading the enjoyment that residents have, but it’s also
degrading the tourist experience, because the tourist who is endlessly queuing behind
backpacks of hundreds of other tourists is not discovering the real or the authentic
place,” said Justin Francis, the chief executive of Responsible Travel, a company that
arranges “sustainable” travel for customers.
What’s to blame? In addition to broad prosperity, there’s technology, defined very
broadly.
Over the last few decades, innovations in aviation — wider, more e ...
YOUR BUSINESS IS YOUR PROFITABILITY IN CONCEPT HOTEL FUTURIST. SEE YOUR FUTURE AS YOUR PRESENT AND INVEST IN CREATIVITY THAT MAKES SENSE AND REALITY FOR BOTH GUESTS, MANAGEMENT AND STAFF. A NEW VISION AT SHORT TERM, MID TERM OR LONG TERM QUALITY AND TECHNOLOGY HOSPITALITY INDUSTRY.
Psi global ooh predictions post covid19Posterscope
With the sharp adoption of new technologies blurring the balance between an increasingly virtual way of living, how will the way we navigate the world change in the new normal? PSI, outline their predictions for travel and the out of home ( OOH) industry.
The travel industry is undergoing rapid change, driven by factors ranging from the rise of Millennials to the burgeoning sharing economy. Huge has identified eight key trends changing the way we travel.
USA Travel Industry outlook and Trends 2018. Deloitte Report. David Vicent
A very complete report by Deloitte about travel and tourism industry trends in USA. Very nice report model to analyce key facts in any latin american country.
What's going to happen this year in travel? 2017 will showcase some never-before-seen travel trends to delight every generation of traveler. Trends curated by Creative Lodging Solutions.
The World’s second biggest travel trade show, World Travel Market just ended in London, bringing over 48,000 tourism industry key players from across the globe. Every year, as part of their educational tracks and seminars, WTM publishes its annual Industry Report surveying more than a thousand senior holidaymakers on various topics ranging from upcoming trends to airlines, emerging markets or travel resources utilization.
EXPEDIA VS. PRICELINE -- WHOSE MEDIA PLAN TO BOOK Optim.docxelbanglis
EXPEDIA VS. PRICELINE -- WHOSE
MEDIA PLAN TO BOOK?
Optimedia's Antony Young Analyzes the Media Strategies
Behind Rival Travel Sites
By Antony Young
Published: June 30, 2010
As schools break for summer, some families -- like mine -- are still planning their vacations. So I
took a look at two prominent travel sites, Expedia and Priceline, to see which one's media strategy
is likely to attract more trip planners.
Their media plans are especially important as the travel industry picks up after a tough 2009.
Demand for flights and hotels are rebounding and so, too, are airfares and room rates. With
slimmer margins on airline tickets, hotels have very much become the major battleground for
Expedia and Priceline and this is reflected in the focus of their advertising. Online Travel Agencies
(OTA's) accounted for 34.7% of all U.S. hotel bookings in the first quarter of 2010, up from 27.8% in
2009, Priceline CMO Brett Keller said in a recent speech.
Creative executions
Expedia launched a new branding campaign for 2010. Its tagline, "Where you book matters,"
accompanied a new logo incorporated into its creative messaging. The campaign, which targets
frequent leisure travelers, launched Dec. 26 with commercials featuring a visual metaphor of
building blocks as a way to demonstrate how consumers interact with Expedia. The first spot starts
with upbeat soft-rock music narrated by an unseen woman dictating her specifications for the
perfect "girls' weekend." She talks about having multiple hotel options and the ability to compare
dates for the best savings. Expedia's signature "dot coooom" jingle ends the spot. A spot with a
man's voice and trip goals was launched in February.
http://adage.com/
Priceline has built its position in the market on the opportunity for customers to name their own
price, brought to life through some hilarious spots fronted by pitchman William Shatner. This year,
Shatner introduced his new sidekick "Big Deal," a 520 lb 6'5" character who helps persuade hotels
to take a deal. In February, the Big Deal ads were joined by new creative that featured the
Negotiator's "Evil Twin" (played, of course, by Shatner). Priceline takes a karate chop at
Expedia.com (and Hotels.com), claiming that Priceline can get prices 50% lower.
The strategies of the two companies differed noticeably. Expedia.com attracted 16.7 million unique
visitors in May, 59% more than the 10.5 million who visited Priceline.com, according to ComScore.
And Expedia media seems to reflect this, promoting the site as the generic travel brand for a broad
audience and highlighting its full range of services and travel destinations. Priceline is more single-
mindedly focused on price, and its media appears to target lower down the purchase funnel with an
emphasis on converting transactions.
RATINGS
Outstanding
Highly effective
Good
Disappointing
A disaster
Television strategy
Expedia. ...
Similar to 7 Trends That Will Shape Travel in 2017 (20)
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Hidden Gems of Europe - DISCOVERING THE CONTINENT'S BEST-KEPT SECRETSKamil Uğraş TÜRKOĞLU
Europe, continent rich in history, culture, and natural beauty, is often synonymous with famous cities like Paris, Rome, and London. These iconic destinations attract millions of tourists every year, captivating them with their renowned landmarks, vibrant culture, and bustling urban life. However, beyond these well-trodden paths lie countless hidden gems waiting to be discovered. These lesser-known destinations offer unique experiences, authentic encounters, and breathtaking landscapes that often surpass the allure of their famous counterparts.
In "Hidden Gems of Europe," we embark on a journey to uncover these secret spots, exploring the heart and soul of Europe through its quaint villages, charming towns, and secluded natural wonders. This book aims to inspire travelers to look beyond the obvious and venture into the lesser-explored corners of the continent, where true adventure and discovery await.
Wayanad-The-Touristry-Heaven to the tour.pptxcosmo-soil
Wayanad, nestled in Kerala's Western Ghats, is a lush paradise renowned for its scenic landscapes, rich biodiversity, and cultural heritage. From trekking Chembra Peak to exploring ancient Edakkal Caves, Wayanad offers thrilling adventures and serene experiences. Its vibrant economy, driven by agriculture and tourism, highlights a harmonious blend of nature, tradition, and modernity.
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Assessing the Influence of Transportation on the Tourism Industry in Nigeriagsochially
This research dissertation investigates the complex interplay between transportation and the tourism industry in Nigeria, aiming to unravel critical insights that contribute to the enhancement of the overall tourist experience. The study employs a multi-faceted approach, literature review establishes a robust theoretical framework, incorporating The Service Quality and Satisfaction Theory to guide the research questions and hypotheses.
The methodology involves the distribution of a structured questionnaire, ensuring a representative sample and facilitating a comprehensive analysis of the gathered data.
Key findings include the nuanced perceptions of transportation infrastructure adequacy, safety and security concerns, financial influences on travel decisions, and the cultural and ecological impacts of transportation choices. These findings culminate in a comprehensive set of recommendations for policymakers and practitioners in the Nigerian tourism industry. The findings contribute to the existing literature by providing actionable insights for policymakers, stakeholders, and researchers in the Nigerian tourism sector.
The recommendations encompass gender-sensitive planning, infrastructure enhancements, safety measures, and strategic interventions to address financial constraints, ensuring a holistic and sustainable development of the tourism industry in Nigeria.
Author: Imafidon Osademwingie Martins
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2. Many people around the world breathed a sigh of relief with the close of 2016. It was a tumultuous year, marked with surprising celebrity breakups, hard-fought political battles, and sadly, horrifying acts of
violence. The travel industry also had its share of tumult, with major mergers (Marriott & Starwood; Alaska Airlines & Virgin America; Vail Resorts & Whistler Blackcomb), major events (Rio Olympics) and a major
outbreak (Zika).
As we kick off 2017, Edelman looked at the various factors that will impact the ways consumers think about and plan travel in the next year. It will be a year of change – with new policies from the White House
that may affect tourism, evolving worldviews as travelers come to terms with new leadership, and a host of new technology innovations available for major travel brands and small businesses.
We hope you find this snapshot of 7 Trends That Will Shape Travel in 2017 informative and inspiring – and that you will join us in watching how the industry adapts in the coming months.
7 TRENDS THAT WILL SHAPE TRAVEL IN 2017
PRESIDENT TRUMP DEVELOPMENT +
CLIMATE CHANGE
AUGMENTED +
VIRTUAL REALITY
AIRBNB’S AMBITION
LOCAL OBSESSION TERRORISM + WAR MILLENNIAL
RELATIONSHIPS
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76
4
5
32
Edelman Seattle
West Coast Tourism Lead
3. President Trump
America’s first hotelier-in-chief
may mean a boon for business,
but will protectionist policies
repel international visitors?
1
4. President Trump
With Donald J. Trump now in office, the U.S. has its first president who is also a hotelier.
The travel industry has never before had one of its own in the White House, but like many
issues surrounding President Trump, experts have varying views on whether the Trump
presidency will have a positive or negative impact on U.S. inbound tourism. On one hand,
the industry can expect pro-business policies and loosening of regulations that may
encourage hospitality real estate development and further airline consolidation. Trump has
also mentioned that he plans to fix America’s infrastructure, including its airports, which as
the potential to improve the traveler experience. On the other hand, Trump’s protectionist
rhetoric from the campaign trail and early days in office – including talk of mass
deportation and the new executive order banning travelers from seven countries – may
dissuade some international visitors from spending their vacations and their money in the
U.S. Of course, in the wake of Brexit and other referendum votes in Europe, the U.S. isn’t the
only country seeing a rise in populism. But a number of countries including Canada, France,
Germany, the UK and the United Arab Emirates have issued warnings toward U.S.-bound
travelers, citing concerns such as anti-Muslim and anti-LGBT sentiment. Also, according to
Skift, Brand USA, which is tasked with marketing America as a destination, is reporting that
travelers from Mexico and Germany are already rethinking trips to the U.S. as a result of
the election. This is significant considering international visitors spent $246.2 billion in the
U.S. in 2015 – and the tourism industry supports 7.6 million jobs.
WHAT TO WATCH:
For U.S. travelers, 2017 could see the “staycation” evolve to be the “Americation,” with some
hotels and tour operators creating packages encouraging residents to stay within American
borders. Also, with such deep political divisions between “red” and “blue,” travelers may
increasingly seek out experiences and destinations where their views are shared.
Regardless, in this political climate there is a clear opportunity for the private sector of the
tourism industry to lead with the message that all of the U.S. is open for tourism, and all
travelers are welcome. From an outbound tourism perspective, with U.S. and Russia relations
rapidly thawing, look for more interest in Russia as a hot spot for international travel –
Lonely Planet and National Geographic have already named Moscow as a top destination
for 2017.
5. Development +
Climate Change
More attention than ever will be
on Sustainable Tourism as the world adapts
to a changing climate and increasingly
mobile population
2
6. Development +
Climate Change
The United Nations has declared 2017 the International Year of Sustainable Tourism,
recognizing the importance of “responsible” travel – and how travelers who are mindful of
the destinations they visit can have a real impact on local economies and job creation, as
well as facilitate cultural exchanges. But when travelers – and travel companies – aren’t
mindful, tourists can essentially love a destination to death. Santorini, Venice and the
Galapagos Islands are seeing environmental and physical damage from over-tourism, and
officials are even debating ways to limit the number of visitors in order to stave off further
negative effects. Climate change is also threatening some popular destinations – including
Venice, the Alps, the Maldives and the Amazon rainforest – with some experts advising
travelers to visit these susceptible sights before they disappear. A variety of media outlets,
including Condé Nast Traveler and Business Insider have recently published lists of
destinations to see before they’re claimed by climate change. It’s not all doom and gloom,
though; climate change is also creating new opportunities for tourism in places once out of
reach for even the most intrepid explorers – visits to Antarctica are on the rise, and luxury
cruise lines are now marketing summer sailings through the Northwest Passage, once an
impossible journey.
WHAT TO WATCH:
As Richard Edelman has said, sustainability will be led by business and global environmental
policy will move to the household. So look for progressive travel companies to embrace
clearer environmental policies, asking their guests to do more than reusing towels and
instead offering local cultural experiences or the opportunity to participate in activism
surrounding an environmental issue. Also expect to hear more about travelers participating
in “Dark Sky Tourism” and “Silent Tourism” – the promotion of destinations where visitors can
escape light and noise pollution.
7. Augmented +
Virtual Reality
Mass accessibility of immersive technology
will create new world
of opportunities for travel marketers
3
8. Augmented +
Virtual Reality
Much attention is paid to augmented reality and virtual reality (VR) gaming –
after all 2016 saw the summer of Pokémon Go – but regardless of whether or not one
game is a fad, the technology itself is here to stay. Snapchat-augmented selfies are now
ubiquitous – with local filters serving as the new “check in.” VR devices, like the Samsung*
Gear VR and Oculus Rift, were some of the top gifts of the 2016 holiday season, and new
VR technology was front and center at the 2017 Consumer Electronics Show. There are
applications for VR technology in nearly every industry, but for the travel industry, the
virtual sky is the limit. Perhaps that’s why Saveur Magazine has dubbed VR “the new frontier
of travel,” and Edelman has also named Out of Home VR as a top Digital Trend for 2017.
Forget the guidebook photos and clunky digital slideshows of yesteryear’s armchair tourism;
VR means that consumers will now be able to virtually place themselves in a destination
before booking the trip; virtually sit in sit in their airline seat before choosing it; virtually lay
on their hotel room’s bed making the reservation.
WHAT TO WATCH:
Some travel brands are already experimenting with the technology – including Destination
BC, Marriott and Lufthansa – but expect an onslaught of new and different VR experiences
from hotels, airlines, theme parks and destinations marketing to millennials and early
adaptors. Look for immersive pop-up VR events at trade shows and in high-traffic public
areas. (For example, picture an event in Bryant Park, hosted by the Hawaii Convention &
Visitors Bureau* where New York commuters can strap on a VR headset and be instantly
transported to Waikiki Beach.) And beyond simple 360-degree virtual tours, look for more
brands to embrace immersive storytelling, like The North Face’s Nepal documentary and the
National Parks Service’s tour of Yosemite with President Obama.
10. Airbnb’s Ambition
The trend of Airbnb disrupting the hospitality industry is not new for 2017.
What is new is Airbnb’s ambitious plans to expand into new segments of the travel industry.
The Silicon Valley darling, which is now valued at as much as $30 billion, is setting its sights
well beyond vacation rentals. Concur*, the travel and expenses company, recently issued a
report showing that Airbnb rentals are quickly growing in the business travel space, with
bookings from corporate travelers up 44 percent year over year in the second quarter of
2016. In November 2016, Airbnb launched a new service to allow guests to book more
than just a room – Airbnb Trips now lets users search and book from a selection of 500
curated experiences in 12 cities. These local experiences – things like a Samurai Swordplay
workshop or a classic car class – are a new offering that will help satisfy travelers’
obsession with all things local (see trend #5). And at the Airbnb Open conference in
November, CEO Brian Chesky hinted that soon add flights, car rentals and other services.
WHAT TO WATCH:
Airbnb seemingly has ambitions to be a master integrator of travel experiences –
for the guest and host. Look for new and unique partnerships with tour operators and
transportation providers. With the new Trips platform, expect opportunities
for restaurants, food and beverage companies, and arts & cultural organizations
to play the role of host for new tourism experiences. But don’t expect the hotel industry to sit
idly by while Airbnb’s ambition takes over. Look for hotel brands to evolve their own local
partnerships in an effort to compete with Trips. And as Airbnb continues its lightning-fast
expansion, there will be hiccups – the company is currently battling a list of cities on
regulatory issues – but some experts are holding up the deal Airbnb struck with the city of
New Orleans as an ideal template. Other cities will follow. Why? As one Travel Weekly
headline put it, “Airbnb says resistance is futile.”
12. Local Obsession
It is no secret that social media has changed the way travelers experience destinations.
Gone are the days of relying solely on a concierge or guidebook – as global citizens,
travelers today can crowdsource local suggestions for anything from the best brunch in Bali
to the perfect Instagram posts in Paris. It’s that ability to go directly to the source that is
fueling travelers’ obsessive pursuit of local experiences – so much so that in October 2016
Facebook launched its “Recommendations” feature to better enable friends to share local
knowledge. Some travel brands have jumped on this trend, with Sweden’s Tourism
Association offering a phone hotline for travelers to talk to random Swedes about anything
– and Icelandair offering guests a program where its own crew members serve as
“Stopover Buddy” personal tour guides. Hilton* has launched a new locally-focused brand
with its new Canopy hotels that are designed to showcase the food, culture and local
products of the neighborhoods in which properties are located. Alaska Airlines serves food
from its home town of Seattle – Tom Douglas meals, Beecher’s Cheese, Sun Liquor spirits and
yes, Starbucks* coffee. Authentic, local experiences are also evolving, with tour operators
offering transformative travel, such as hero’s journeys, that allow travelers to return home
with the skills and mindset to implement positive steps to change their lives or the lives of
those around them.
WHAT TO WATCH:
Richard Edelman has predicted that in 2017, local will prevail over global and that brands
should underline their local roots. Look for more big travel brands to move away from mass
market products in favor of local goods served onboard or in-room. And expect like-
minded leaders and organizations to band together for a shared purpose, like the newly-
formed Transformational Travel Collective.
13. Terrorism + War
Cold is the new hot in attracting
tourists during tumultuous times
6
14. Terrorism + War
Beyond the immediate and horrifying effects of terror attacks and war, there are potentially
long-term and equally devastating effects on the tourism industry in destinations where
traumatic violence has occurred. Some of the most popular destinations in Europe – including
Brussels, Berlin, Istanbul and Nice – saw terror attacks in 2016, and The New York Times
reported in July that tourism business was down across Europe as a result. Separately, the war
in Syria has displaced 11 million residents, with 4.8 million seeking refuge in neighboring
countries and in Europe – dramatically reshaping many destinations in the last year. The irony
is travel and tourism may actually be a key to fostering peace. In 2016 the World Travel &
Tourism Council (WTTC) partnered with the Institute of Economics and Peace (IEP) to explore
the links between tourism and peace, and the resulting report showed that “countries with a
more open and sustainable tourism sector tend to be more peaceful.”
WHAT TO WATCH:
Expect major cities, tourist attractions, hotels and cruise lines to offer greater transparency
about safety and security measures to help allay traveler concerns. Destinations with a long
history of peace will be big in 2017. Canada, bolstered by its vivacious new Prime Minister,
Justin Trudeau – as well as its sesquicentennial celebration – has been named #1 on the New
York Times’ “52 Places to Go in 2017” and was named as the #1 top country in Lonely
Planet’s “Best in Travel 2017.” Quiet and cold destinations seem to be a theme for 2017, with
Alaska (National Geographic), Finland (Lonely Planet, National Geographic, Travel +
Leisure), Ireland (Travel + Leisure, Lonely Planet), Norway (New York Times), Sweden (New
York Times) and Switzerland (Lonely Planet, Travel + Leisure, New York Times) all finding
spots on “Best of” 2017 travel lists. Also, as some popular destinations may struggle to regain
momentum in the wake of terror attacks, look for a spotlight on destinations that have been
typically been under the radar for many Western travelers. For example, the Balkans
appeared on “Best of” 2017 travel lists from Lonely Planet, Travel + Leisure, AFAR and
National Geographic.
16. Millennial
Relationships
No trend report would be complete without something related to Millennials!
The sheer spending power of this group means that they will shape every industry where
they make purchases – fortunately for the travel industry, Millennials love to purchase travel.
In fact, travel spending by Millennials has now crossed $2 billion each year, making them
second only to Baby Boomers (many of whom have saved their entire lives and are now
retired). The difference is that Millennials are willing to postpone other major life purchases
in order to pursue travel now. Also, Edelman’s Earned Brand Study revealed that Millennials,
out of all demographics surveyed, have the strongest relationships with the brands from
which they make purchases and are most willing to extend those relationships into loyalty
and activism. It could be these insights that are inspiring some retail and lifestyle brands to
pursue consumers through travel experiences. In 2016, home décor retailers West Elm and
Restoration Hardware – as well as uber-hip fitness chain Equinox – all announced they are
launching new hotel divisions, bringing an entirely new dimension to “try before you buy.”
Also, Seattle-based Recreational Equipment, Inc.* has continued to expand its REI
Adventures program with new National Parks camping experiences, geared toward like-
minded outdoor enthusiasts. After all, the key for brands to successfully lead Millennials on
their customer journey may just be to take them on an actual journey.
WHAT TO WATCH:
Look for more consumer and lifestyle brands to dip into the travel industry as
a new way to reach Millennials. Beyond themed hotels and niche experiences, expect
contests and promotions with prizing that taps into Millennials’ desire to travel – Filson
luggage, Pendleton blankets, tickets to festivals like Coachella and Upstream*, or even
grants for programs like Remote Year.