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.
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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
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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%
% who go on holiday to
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
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Foodie culture drives desire to try out local cuisines
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% who go on holiday to
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
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Advertising authenticity through the eyes of the locals
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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
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Travellers want to come back with a remarkable story to tell
13Source: Foresight Factory │ Base: 693-3307 online respondents per country aged 16-64, 2018 July
% who go on holiday to
have unique experiences
USA 67%
India 63%
Ireland 56%
GB 54%
Japan 48%
China 45%
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Hotels, brands, etc all catering to this new need
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Experiences built around specific passion points
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Immersive technologies can further enrich experiences
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Maximise the impact of your experiences by making them
shareable for the performative traveller
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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
How to appeal to this traveller?
Trend in focus: CHALLENGE ACCEPTED!
ADVENTURERS
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Adventure is looked after in a holiday by today’s consumer,
but can still be positioned as risk-free
20Source: Foresight Factory │ Base: 693-3307 online respondents per country aged 16-64, 2018 July
% who go on holiday to
have an adventure
USA 59%
India 59%
Ireland 53%
GB 44%
Japan19%
China 15%
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Inspiration from brands? Challenge-based adventure
21Source: Foresight Factory │ Base: 693-3307 online respondents per country aged 16-64, 2018 July
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Adventure often paired with learning and picking up new skills
22Source: Foresight Factory │ Base: 693-3307 online respondents per country aged 16-64, 2018 July
% who go on holiday to
learn something new
India 59%
Ireland 19%
USA 50%
Ireland 49%
GB 41%
Japan 35%
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Everyday Athlete: the rise of the active holiday
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% who go on holiday to
be active / sporty
India 37%
China 31%
USA 23%
Ireland 19%
GB16%
Japan 14%
Source: Foresight Factory │ Base: 693-3307 online respondents per country aged 16-64, 2018 July
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Plogging: encouraging ethically conscious exercise
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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
How to appeal to this traveller?
Trend in focus: SLOW TRAVEL
RELAXED
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Holidaying as an opportunity to slow down and switch off
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% who go on holiday for
quiet and relaxation
Ireland 75%
USA 73%
GB 71%
China 71%
India 68%
Japan 60%
Source: Foresight Factory │ Base: 693-3307 online respondents per country aged 16-64, 2018 July
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Providing a menu of relaxing activities
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The journey as the destination
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“The Danish way”: Scandinavia’s influence on slow travel
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Nature holidays in comfort
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% who go on holiday to
get closer to nature
China 76%
India 70%
Japan 43%
USA 39%
GB 36%
Ireland 36%
Source: Foresight Factory │ Base: 693-3307 online respondents per country aged 16-64, 2018 July
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Not just being in nature – also caring for nature
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Finding the right balance between staying connected & not
being distracted by technology
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% who go on holiday to
escape from technology
India 34%
GB 24%
USA 24%
Ireland 24%
China 15%
Japan 13%
Source: Foresight Factory │ Base: 693-3307 online respondents per country aged 16-64, 2018 July
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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
How to appeal to this traveller?
Trend in focus: PEER POWER
BONDING
TIME
Holidays to re-connect with own family and friends…
% who go on holiday to
spend quality time with
friends and family
Ireland 68%
USA 68%
China 67%
India 67%
GB 65%
Japan 45%
Source: Foresight Factory │ Base: 693-3307 online respondents per country aged 16-64, 2018 July
…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
How to appeal to this traveller?
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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
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
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
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
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…)
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
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
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…)
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
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
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…)
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