serving the needs of the traveller of tomorrow…...traveller tribes 9% 13% 24% 28% 25% adventurers...

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Serving the needs of the traveller of tomorrow…

Laura Van Eeckhout, Senior Account Director | February 2019

Private & Confidential 2

Why consumer trends are important, especially today…

TRAVELLER TRIBES

9%

13%

28%24%

25%

A D V E N T U R E R S

This group rates local and authentic culture highly, with visiting famous

tourist sites, trying local cuisine and experiencing the authentic culture of

another place all high on the list of things to look for in a holiday.

U N I Q U E

E X P E R I E N C E S

T R A D I T I O N A L T O U R I S T

B O N D I N G T I M E

For this group, spending

quality time with friends and

family is the most important

aspect of a holiday.

This group ranks having an

adventure as the top thing to

look for in a holiday, but

learning something new is

also important.This group mostly

looks for quiet and

relaxation in a holiday

R E L A X E D

Having unique experiences is

the most important thing to get

out of a holiday for this group.

Private & Confidential

Japanese and Chinese travellers are traditional tourists, Irish

travellers enjoy bonding time, American and Indian travellers

most adventurous, the British come with mix of motivations

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0%

20%

40%

60%

80%

100%

USA Japan Ireland GB India China

Adventurers Unique experience Traditional Tourist Bonding time Relaxed

Trend in focus: PURSUIT OF REAL

TRADITIONAL

TOURIST


Most travellers want a mix of visiting tourist sites and going off

the beaten track to discover the “real” destination

6Source: Foresight Factory │ Base: 693-3307 online respondents per country aged 16-64, 2018 July

% who go on holiday to

visit famous tourist sites

India 64%

Japan 63%

China 63%

Ireland 60%

GB 48%

USA 47%


experience the authentic culture

Ireland 58%

Japan 55%

India 53%

GB 50%

USA 48%

China 45%

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“Don’t put everything into a glass box and expect people to come, because they will just be bored. If you look at the average consumer today, they are more demanding, more sophisticated, more culturally aware, have travelled further. There is built heritage, natural heritage

and cultural heritage. Cultural heritage is all about people and food and wine and that one has become more important than the

others. Culture is no longer dead, the culture is alive and that experience economy is driving everything”

Ian Yeoman, Tourism Futurist


Foodie culture drives desire to try out local cuisines

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try the local cuisine /

specialities

Japan 64%

China 57%

Ireland 54%

GB 46%

USA 46%

India 46%

Source: Foresight Factory │ Base: 693-3307 online respondents per country aged 16-64, 2018 July


Advertising authenticity through the eyes of the locals

9


Changing expectations from accommodation

10

1111

Help travellers tick the “must

see” boxes and experience the unique culture

of your destination

Work together with locals to

tell your story in a compelling

way

Reflect today’s focus on food and drink in

your itineraries and tourism

products

How to appeal to this traveller?

Trend in focus: EXPERIENCE SEEKERS

UNIQUE

EXPERIENCES


Travellers want to come back with a remarkable story to tell



have unique experiences

USA 67%

India 63%

Ireland 56%

GB 54%

Japan 48%

China 45%


Hotels, brands, etc all catering to this new need

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Experiences built around specific passion points

15


Immersive technologies can further enrich experiences

16


Maximise the impact of your experiences by making them

shareable for the performative traveller

17

1818

Create / highlight a

range of unique experiences that help you

stand out from other

destinations

Maximise your investment by making your experience shareable

Use (but not solely rely on) technology to enrich your experience


Trend in focus: CHALLENGE ACCEPTED!

ADVENTURERS


Adventure is looked after in a holiday by today’s consumer,

but can still be positioned as risk-free



have an adventure

USA 59%

India 59%

Ireland 53%

GB 44%

Japan19%

China 15%


Inspiration from brands? Challenge-based adventure



Adventure often paired with learning and picking up new skills



learn something new

India 59%

Ireland 19%

USA 50%

Ireland 49%

GB 41%

Japan 35%


Everyday Athlete: the rise of the active holiday

23


be active / sporty

India 37%

China 31%

USA 23%

Ireland 19%

GB16%

Japan 14%



Plogging: encouraging ethically conscious exercise

24

2525

Curated adventure: add experiences for

thrill-seeking travellers, but

offer to remove risk in terms of

booking

Cater to the growing group

of travelling “everyday

athletes” with novel concepts

Attach an element of

learning / up-skilling to your

adventures


Trend in focus: SLOW TRAVEL

RELAXED


Holidaying as an opportunity to slow down and switch off

27

% who go on holiday for

quiet and relaxation

Ireland 75%

USA 73%

GB 71%

China 71%

India 68%

Japan 60%



Providing a menu of relaxing activities

28


The journey as the destination

29


“The Danish way”: Scandinavia’s influence on slow travel

30


Nature holidays in comfort

31


get closer to nature

China 76%

India 70%

Japan 43%

USA 39%

GB 36%

Ireland 36%



Not just being in nature – also caring for nature

32


Finding the right balance between staying connected & not

being distracted by technology

33


escape from technology

India 34%

GB 24%

USA 24%

Ireland 24%

China 15%

Japan 13%


3434

Highlight how your destination can help visiting travellers relax: through a well-

developed wellness / spa

offering…

Help travellers avoid digital distractions

without forcing them into a full-on digital detox

…or the peace and quiet of the

journey and destination itself


Trend in focus: PEER POWER

BONDING

TIME

Holidays to re-connect with own family and friends…


spend quality time with

friends and family

Ireland 68%

USA 68%

China 67%

India 67%

GB 65%

Japan 45%


…but also to forge new relationships

Connecting travellers, past and present

Connecting the solo traveller

4040

Help families and friends

bond through packages /

activities aimed at groups

Opportunity to connect

growing group of solo

travellers

Promote the development of

new relationships

e.g. by pairing travellers with

locals



Key take-outs

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KEY TAKE-OUTS

Make sure the traveller does not miss out – equip your staff with the knowhow to recommend

a range of itineraries and activities that allow them to get a real taste of the local culture

KEY TAKE-OUTS



Curate memorable and shareable experiences by building on the existing strengths of your destination and linking them to specific traveller interests (e.g. hiking, food, music…)

KEY TAKE-OUTS




Inject a sense of thrill and excitement into your offering e.g. by creating challenges for adventurous travellers and providing a selection of active and skills-driven experiences

KEY TAKE-OUTS




Inject a sense of thrill and excitement into your offering e.g. by creating challenges for

adventurous travellers and providing a selection of active and skills-driven experiences

Highlight how your destination is ideal for relaxation (emphasise the link between nature and

mental wellbeing) and position your hotel as an oasis for wellness and switching off

KEY TAKE-OUTS




Inject a sense of thrill and excitement into your offering e.g. by creating challenges for

adventurous travellers and providing a selection of active and skills-driven experiences

Highlight how your destination is ideal for relaxation (emphasise the link between nature and

mental wellbeing) and position your hotel as an oasis for wellness and switching off

Stress the relevance of your destination for various generations and consumer types to

appeal to families and groups of friends – and help foster connections for solo travellers

Own the Future

serving the needs of the traveller of tomorrow…...traveller tribes 9% 13% 24% 28% 25% adventurers...

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