Changing and Shaping Future Travel - Zena Ali Tourism New Zealand Consumer Insights November 2019
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Changing and Shaping Future Travel Zena Ali Tourism New Zealand Consumer Insights November 2019
Global travel trends we’re observing today • Desire for more authentic and immersive travel experiences • Environmental Sustainability • Technology
Millennials are increasingly seeking
authentic travel experiences
✓ Self discovery
✓ They want to be part of the culture
✓ They want to take an active approachtotravel
✓ They want to experience and recreatewhat
they’ve observed on social media platforms
“It’s about how we experience those places viscerally,
and how they change us when a monk or winemaker
provides a new way to understand the world”
Getting off the touristed path • With the global rise of over-tourism – steering clear of the masses is becoming increasingly important • For experienced globetrotters, avoiding crowds and benefitting from low-season deals is nothing new, however choosing destinations wisely is more important than ever before Source: https://www.lonelyplanet.com/travel-tips-and-articles/top-travel-trends-for-2019/40625c8c-8a11-5710-a052-1479d27577d1
2019 Sustainability travel trends 1. Greater off-the-beaten track travel to ease congestion in tourism hubs, and spread economic benefits 2. Increasing awareness of the waste and damage caused by plastic pollution 3.Conservation of biodiversity starts at home 4.The global travel sector prioritises local people and practices WHAT TO EXPECT: CUSTOMERS WILL BEGIN TO REALISE THAT THE COMPANIES THEY TRAVEL WITH CAN HAVE TANGIBLE IMPACTS IN CREATING SUSTAINABLE CHANGE IN THE COMMUNITIES WHERE THEY OPERATE Source: https://medium.com/@WTTC/five-sustainability-trends-to-watch-in-2019-f75395bca039
What future global travel trends
can we expect to see?
• Advancements in:
✓ Luxury hotel architectural experience
✓ Speed of transport
✓ On-the-ground transportation
i.e. self-drive and beyond
• High speed turnaround of travel trendsTechnology trends that are set to change the face of travel ✓ Augmented attractions with virtual reality advancements ✓ The Information Age - DNA and me - Ancestry exploration ✓ Road trips go electric
A new generation of travellers is changing both
what influences and how and where people
plan their travel
✓ Instagrammability
✓ A destination that is socially conscious, off the beaten track and
relatively inexpensive
GENERATION Z ARE SEEKING AFFORDABLE AND AUTHENTIC EXPERIENCESTravel brands are seeking to tap into Gen Z’s desire for affordable yet authentic experiences by helping them to find smart deals • In 2017, Jack’s Flights Club was created in the UK • In 2018, Contiki New Zealand launched Iconic Essentials • Thrillish (USA) launched its first channel in Snapchat’s Discover section • TripAdvisor is also hoping to up its appeal to younger travellers with an updated app and website
Editorial Travel Agents As tourists increasingly seek out curated experiences, publications are turning an editorial eye to travel • The New York Times launched City Tours in 2018 • In 2018, Travel & Leisure magazine announced a new series of bookable trips
The future of how we get there... • Aviation giants and start-ups alike are working to bring Supersonic travel back to our skies • Supersonic flight could slash journey times, opening up all corners of the world, changing the game in the travel industry • While compressed journey times are alluring, supersonics’ greatest challenge may lie in managing its environmental impact in a more mindful era
Getting from A to B - the changing face of transport • The race towards the self-drive car is on. 2018 saw a flurry of activity in autonomous vehicle development and testing • Space10, Ikea’s innovation lab, has designed mobile community spaces on wheels including a farm produce delivery unit
Adventure architectural hotels • A hotel proposal by Audemars Piguet will send guests skiing off the rooftop - literally! • Architects are raising the idea of uniqueness in travel by re-thinking the hotel • In the Maldives, the first underwater villa opened in Oct. 2018
Independence - FIT • Xiennials experiencing the highly saturated connected world are embracing camping as a means to disconnect • The 2018 North American Camping Report states an increase with 2.6 million camper households in 2017 alone • Australia’s Camplify (the Airbnb of camping) reports its cause core audience as being between 25 and 34 years old • RV sales are on the rise
Seeking disconnection from a digitally connected world • Part of the lure of camping is the desire for digital disconnection • Immersion in nature is becoming recognised for its benefits to mental health and well-being • As the gap-year generation become parents they’re also seeking more adventurous approaches to travel than package holidays. Camping is an accessible and flexible way for them to travel with children
New traveller tribes are emerging • A wave of new globetrotting Chinese traveler ‘tribes’ are making waves, prompting cities and tourism boards alike to meet their needs • The needs and desires of these groups are very different from the Chinese who travelled before them • Gone are the days when Chinese tourists only travelled abroad in large package tours / on luxury buses
Influencer culture sees travel trends accelerate ✓ Tel Aviv - Bauhaus architecture ✓ Hobart - cultural hub
What are the main trends emerging across
the following four global regions;
EUROPE ASIA
• The Greta effect • Asia for innovation
• Accessible goes • Super Apps
mainstream
AMERICAS MIDDLE EAST AND
AFRICA
• Social moves offline
• Travel start-ups
• Subscription models
• People powerWhat are the key outtakes?
1.
Promote opportunities
2.
Unique food and
3.
Themed itineraries
4.
For Australia visitors
5.
Ability to be stay
for digital-disconnection and wine experiences - for different types of especially, short-break connected - reliable
immersion in nature with opportunity for holidays itineraries with Wi-Fi
participation i.e. cities vs. nature - suggestions on how to
variety and the ability to get the most out of a
have it all in one trip shorter holiday to New
ZealandWhat are the key outtakes?
6.
Familiar technologies,
7.
A list of “must dos’ or
8.
Opportunity for
9.
Highlight what’s
10.
For German visitors
particularly for Chinese bucket-list activities both immersion and different and unique especially, a list of
visitors e.g. WeChat Pay that visitors will tick off observation when it about New Zealand less popular regional
to Alipay while they are travelling comes to being involved hiking tracks - the
around New Zealand in a unique cultural “hidden gems”
experienceWORKSHOP PLEASE THINK ABOUT THESE QUESTIONS IN GROUPS AND REPORT BACK • Are there any thoughts / surprises? • Anything you expected to see but didn’t? • What are the trends you’re currently observing / experiencing? • Thinking about what these changes mean for your region / business, are there any initial thoughts on how to respond to some of these trends?
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