Travel Insights 2020 - Visit Jersey Business
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Travel Insights
2020
AITO.com Produced by In association with
SPIKE Wild Dog Design
The Specialist
Travel Sector
This travel insights report explores the Specialist Travel market, diving into multiple trends seen in
the last few years – leading into the most popular activities and destinations of 2020. The intention
of this review is to give the reader a grounding of the sector’s customer base throughout the
booking journey: how do travellers want you to get in touch, how do they want to book,
where do they want to go, and what do they want when they get there?
HOW DO WE DEFINE WHO IS AITO? OUR SAMPLE
SPECIALIST TRAVEL?
AITO is a travel association comprising This survey consisted of 26,406 responses
of Specialist Tour Operator members, from the databases of 39 different
Specialist travel is different from the
tourist boards, business partners, and Specialist Travel companies consisting of
mass market holiday that has dominated
travel agents. AITO’s family of 120 AITO Tour Operators and AITO Agents.
the tourism sector for decades. These
independent, Specialist Tour Operators The majority of responses were from
smaller, expert operators have a
is a pillar of reliability in uncertain times. the UK, with a small proportion from
real passion for the destinations and
Apart from strict membership criteria overseas. Over 80% of respondents were
activities they offer, often starting their
before joining AITO, constant monitoring above the age of 50, with 48% being
companies as a hobby and transforming
by AITO’s HQ - and a mandatory Code of retired and 30% in full time work. 55%
it into a livelihood. From Specialist Tour
Business Practice - encourage the highest of our sample identified as female, with
Operators, customers receive a more
of operational standards and conduct. 43% identifying themselves as male.
personal service as they can provide
detailed, first-hand advice on preferred Additionally, all members go beyond
itineraries whilst accommodating current Government regulations – they
individual requirements where possible. must, under the AITO logo, provide
Many operators can use their intimate 100% protection for every holiday sold,
knowledge of destinations to curate whether full ‘package’ holidays including
tailormade experiences which are transport and accommodation or
unrivalled by the larger, profit-driven accommodation-only trips. Notably, AITO
generic holiday companies – proving to members are the only UK operators that
provide an experience like no other. protect accommodation-only bookings.
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CONTENTS
The Specialist Travel Sector 02
The Specialist Traveller
is a Silver Traveller 04
What’s different? 06
Examining Sustainability 08
Top 10 Specialist Activities 09
A Study of Culture, Arts and History 10
Surveying the Walking and
Trekking sector 11
Spotting the Wildlife 12
Examining The Secondary Activity 13
Gaining and retaining travellers 14
The ‘B’ word 16
Top 10 Specialist Destinations 17
South America 18
Australasia 19
South-East Asia 20
Examining Guidebooks 21
Final Figures 22
Thanks to our business partners,
SPIKE and Wild Dog Design,
for making this report possible.
Produced by In association with
To contact AITO for further information call us on SPIKE Wild Dog Design
020 8744 9280 or email us on info@aito.com
The Specialist Traveller
is a Silver Traveller
undisclosed
18-24
Over 80% of respondents within our survey 25-29
are above the age of 50, with the AITO 80 and over 30-39
traveller having the mean age of 61.
40-49
This is very exciting data for Specialist
operators. The 50+ market is only getting 70-79
larger, with the number of births over the
last 80 years far outweighing the number of
deaths. The second wave of the Baby Boom
generation (born between 1946 and 1964)
is starting to reach 60 this year, leading to the
55-75 age bracket being the most populous 50-59
of any bracket this coming decade.
The 55-64 age bracket also has the most
expendable income, accounting for 28% of all
median household wealth. This demographic
has shown itself to prioritise their health, fitness
and leisure time above all else – accounting in
part for their investment in their breaks away.
60-69
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CONSUMER
CONFIDENCE REMAINS
STRONG AFTER
THOMAS COOK.
The Specialist Traveller, confident in
the security and protection of the
Specialist Operator, is undeterred
by the demise of Thomas Cook
and its subsequent ramifications.
Whilst the company’s liquidation
EXPERTISE BEATS PRICE. was to the dismay of hoteliers and
DMC’s worldwide, with effects of
Value for money comes in fourth Similarly, when asked why a traveller seismic proportions, confidence in
when considering reasons for booking has not booked with an operator yet, the package holiday remains strong;
with a Specialist Tour Operator, with the trip being “too expensive” was Thomas Cook’s sales were high even
knowledge and expertise taking the only third on the list – following “still in its last financial year, meaning the
top spot followed by being a preferred planning” and “booked with another package holiday product was not
specialism, and having a previous good company”. This shows that conversion the issue.
experience with the Tour Operator. This is more likely should the operator
Before the collapse of Thomas
shows that, on the whole, the Specialist focus on the merits on the trip, rather
Cook, 52.4% of respondents said
Traveller is not as price sensitive as than the price of the product, when
they associated the term ‘safe’
the mainstream holidaymaker. There marketing packages further.
with booking a holiday with a
is a willingness to pay more for their
Specialist travel company. After the
experience to make it memorable.
company went into liquidation,
this number not only stayed
resilient – but rose to 52.5%.
This demonstrates a stronger
confidence in companies perceived
THE B WORD HAS NOT AFFECTED to be Specialists, compared to the
PURCHASE INTENTION. mainstream brands. Compare this to
an independently-booked holiday,
79% of respondents were not influenced by the trajectory of Brexit when choosing and the results remain reassuring.
their holidays last year, and this drops to just 66% when asked if Brexit played a part Independent travellers associated
in holidays being booked into 2020. Of those who said that their holiday choices in this method of booking a trip as
2020 will be affected by Brexit, 73% said they were less likely to travel to Europe. an even less safe way to organise
Whilst their longing for Europe decreased, Brexit either had no effect on 72% their journey, with the percentile
of respondents’ appetite for the rest of the world – or, indeed increased their dropping from 13.6% of travellers
desire to travel long-haul. feeling safe doing this to 13.1%.
To contact AITO for further information call us on
5
020 8744 9280 or email us on info@aito.com
What’s changed?
TRAVELLERS WANT TO
TAKE MORE HOLIDAYS
The number of AITO breaks. Whilst the majority
travellers taking four or of respondents take two
more holidays has increased or more holidays, and are
from the year before, with willing to invest more in
the number taking 5+ these, this rise in serial
holidays increasing from holidaymakers shows that
4.6% to 5.9%. This, tied the Specialist market is not
with a 3% rise in people immune to the changing
wanting to spend between attitudes accompanying
£500-£999 on a holiday, the rise of budget airlines.
indicates the potential to Data from 2018 shows that,
foster relationships with in many case, more UK
clients which lead to long- residents have been abroad
term gains through selling over the course of the year
multiple, shorter-term than the previous five
holidays including weekend years combined.
TRAVELLERS WANT
TO STAY CONNECTED
Internet access is more with friends and family in
important to travellers than both real time, and at the
the year before, rising from end of each day in the hotel
40% to 55% this year. This room – not just after the
suggests that, contrary to holiday. Instagram’s hold
popular belief, travellers see on the holiday experience
the value that access to the is consistent with its
internet has whilst on holiday. demographic, as 11% of
As social media platforms take users worldwide are within
a hold, and platforms such as the 45-64 bracket. With
Instagram and WhatsApp rise Instagram’s monthly active
in popularity in the sector, users rising at over one billion,
travellers require the ability this accounts for a significant
to share their experiences number of its users.
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CUSTOMER REVIEWS ARE
INCREASINGLY IMPORTANT
Verifiable customer reviews year, large reviews sites
are more influential than have come under fire from
ever before to the Specialist consumer activists and
Traveller, nearly doubling journalists regarding their
from 19.9% of respondents inability to combat the rise
believing them to be a of fake reviews, often bought
key source of information from the vast array of
when booking their holiday services available online. In
in 2019, to 39% in 2020. this climate, it is imperative
Whilst this news indicates to ensure the feedback being
the need to engage with submitted is from genuine
a reviews platform and clients. AITO’s own reviews
encourage customers to system, for example, has
leave reviews about their measures in place to ensure
holidays, it demonstrates that those submitting
the importance of verifiable, reviews to aito.com are
credible reviews. In the last genuine customers.
CUSTOMERS ARE
MORE LOYAL
An annual survey from 2014 have on their customers –
finds that businesses adopting with 63% of respondents
an omni-channel strategy saying they are likely, if not
which enables customers to extremely likely, to book
have a seamless experience with an AITO operator again
from one touch point to the – rising from 59%. Whilst
next leads to significantly technology is making it
highly customer retention easier for larger, mainstream
rates. This gives the ‘personal companies to provide the
touch’ in an age of chatbots illusion of personal service,
and endless FAQ pages. Specialist operators give
Specialist operators have the real deal – often using
been giving this personal the technology available
experience for decades, to enhance their personal
accounting for the hold they service, not replicate it.
To contact AITO for further information call us on
7
020 8744 9280 or email us on info@aito.com
Examining Sustainability
A RENEWED INTEREST
Activists such as Greta Thunberg and political groups such as Extinction Rebellion
have reignited the fears and challenges surrounding climate change.
According to a recent Unilever survey, marketing holiday packages have shown AITO’s role in Sustainable Tourism
one in three consumers are now buying to increase a brand’s reputation, if not
AITO’s Project PROTECT, in association
from brands based on their social and close a sale.
with the University of Surrey, measures
environmental impact. To respond to
Concerns regarding carbon emissions are the work of AITO members in developing
this renewed interest and demand for
in the media, discussing the role of the tourism that looks after the destinations
sustainable practices, large corporations
travel industry – with particular focus on in which they operate. In the past two
and SME’s alike have had to alter both
the airlines. These stories have more than years, more than half of AITO’s members
their product offerings and marketing
doubled in 2019. implemented 30-plus projects to make a
strategies across all sectors.
positive difference, including training for
Travellers are demanding a response from
This demand for sustainable practice poses guides and disadvantaged youths, raising
the travel sector, with an expectation for
a challenge for SME’s – as committed as awareness about waste and single-use
companies to share their concerns. This
they are, some reports suggest that 70% of plastics, and providing destinations with
could be in the form of offering rail travel
small businesses are struggling to turn their much-needed food, water and other
where possible (as oppose to plane travel),
ambitions into action due to a perceived essential equipment. With more operators
through responsible carbon offsetting, or
lack of funds or time. Restructuring to developing further initiatives in 2020,
simply creating a sustainability plan and
increase focus on sustainable practice can, AITO’s long-standing commitment to
communicating this to their customer base.
however, not only reduce a company’s sustainability remains hugely important.
overheads but generate revenue.
Sustainable practices, when marketed Number of articles in mainstream media outletsper month about sustainablility
correctly, have shown to increase purchase and carbon emissions in the airline industry
intention on par with price in some 200
sectors – accounting for the recent surge
in sustainability-focused start-ups. 180
The demand for Sustainable Travel 160
140
There are numerous examples of this
in the travel sector, with successful 120
accommodation platforms being launched
100
which guide travellers toward socially
responsible accommodation, whether 80
this be those with progressive food waste
60
management systems in place, keycards
with lower environmental footprints, 40
or lower maintenance footprints.
20
Highlighting these credentials when
0
2015 2016 2017 2018 2019
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Most Popular
Specialist Activities
TOP 10
SPECIALIST ACTIVITIES
Find below the most popular
activities Specialist Travellers
1
want to primarily experience
CULTURE, ARTS AND HISTORY whilst on holiday.
Remaining at the top of the list, the Specialist Traveller is fascinated by the
stories shared through a country’s cultural components; learning of the
significance of worldwide discoveries of Roman remains, studies of late
medieval and renaissance paintings, and the guided telling of times of war
continue to resonate with holidaymakers. EXPLORING CULTURE,
1
ARTS AND HISTORY
2 WALKING AND TREKKING
“Cultural travel provides
insight and understanding
of our rich heritage” 3 WILDLIFE
Stephen Brook, Managing Director,
CICERONI Travel
4 SAFARIS
5 GASTRONOMY AND WINE
2
6 SKIING/WINTER SPORTS
WALKING AND
TREKKING
7 PHOTOGRAPHY
There is a real desire for taking a step
3
beyond the local park, with travellers
opting to walk amongst sandblasted WILDLIFE 8 ARCHAEOLOGY
ruins and flower-filled meadows, The Orangutans and Proboscis
through elegant manor houses and Monkeys of Borneo, Leopards of
cobbled streets leading to sunlit seas. Malaysia, doves and wild parrots 9 GARDENS
These holidays vow to rebrand the of Papua New Guinea and Lemurs
afternoon walk. of Madagascar are some of the
reasons why Wildlife holidays are still 10 WELLNESS AND SPA
immensely popular in 2020, with the
beauty of the natural world being put
front-and-centre.
To contact AITO for further information call us on
9
020 8744 9280 or email us on info@aito.com
A Study of Culture,
Arts and History
Tour operators specialising in culture focus on
traveller immersion; dropping the customer fully
into a place within a city and expanding on
what is initially picked up by the senses.
As a Tour Operator specialising in cultural 41% of travellers wishing to pursue this Whilst cultural holidays may be most
getaways, you go out of your way to either activity would spend more than £2,000 commonly associated with exploring
live like the locals – or do your best to tell per person on their main holiday, with Roman Ruins, or appreciating the creative
the story of those who lived there in a 25% of our respondents willing to spend renderings of the stories of Greek and
bygone era. This may be through visiting over £3,000 per person. This is more than Norse Mythology, North America was
local villages, curated visits to art galleries, the majority of other activities on this list, found to be the most sought after
lectures in historically significant locations, suggesting that they are willing to invest destination for a cultural holiday, followed
or diving into gastronomical delights more for the expertise required to execute closely by New Zealand. Whilst the two
whilst being presented with the history of a well-informed Cultural trip in return for are relatively young countries, they already
the components of your dish. valuable knowledge about a destination. possess a substantial wealth of notable
cultural heritage. The USA has 24 UNESCO
The profile of consumers wishing to
world heritage sites, whilst New Zealand
explore a destination’s culture, art “The profile of those wishing to
has three, with eight on the list to be
and history as their primary activity explore a destination’s culture, considered for future UNESCO status.
whilst on holiday, within our survey, is art and history as their primary
predominantly between 60 and 79, not
activity whilst on holiday, within
having a preference between tailor-made
excursions and group tours. our survey, is predominantly
between 60 and 79”
10
wilddogdesign.co.uk | spikemarketing.co.ukSurveying the Walking and
Trekking sector
British Specialist holidaymakers continue to prefer getting active
on holiday, as the 50+ market remains strong for the sector.
Walking holidays provide the opportunity Both of our 2018 and 2019 reports Consumers understand the preparation
for close, intimate encounters with predicted the prolonged popularity of the that goes into devising an exceptional
destinations, giving a real feel to the walking holiday, and this survey displays walking holiday, and 50% of respondents
flower-filled meadows and cobblestone this as walking holidays rose from the who select this activity would spend
streets walked upon. When engaging third most popular activity last year, to between £500 and £1,499 – with the
in this activity with a guide, as part of a the second this year. Its popularity with most favoured pricing bracket being
group, a sense of belonging is instilled. the over 50 market remains strong as between £1,000 and £1,499. This
This explains why the data shows that those who chose this activity are most demonstrates that a considerable
people who wish to engage in this commonly between 50 and 69, proving percentage of walking enthusiasts are
activity prefer small group tours, that walking holidays for this sector go prepared to spend more for the right
than tailor-made excursions. beyond the ‘Edie’ effect. destination. The Americas are emerging
for these price brackets; South America
is a key destination for walking holidays,
home to the Inca Trail, with parts of North
America also featuring high on the list.
“Both of our 2018 and
2019 reports predicted
the prolonged popularity
of the walking holiday”
To contact AITO for further information call us on
11
020 8744 9280 or email us on info@aito.comSpotting the Wildlife
Increased interest in sustainability has travellers look towards what’s in need
of protecting, as birdwatching holidays and safaris are also amongst the most
popular primary activities to experience on trips abroad.
Beyond the traditional safari – wildlife popularity of the traditional African safari throughout Europe, and accounting for
holidays encompass activities from holds strong, with India and South- a sizable amount of the wildlife activities
swimming with sea lions in the Galapagos, East Asia trailing behind. It can, in part, sector. Considering the varied sub-sections
kayaking through the Amazon jungle, be credited to the changing face of of birdwatching, and vast number of
to tracking jaguars in Columbia. Wildlife African safaris – from being about simply notable species who lend themselves to
holidays, by their nature, cater to the facilitating the travellers’ desires to get human interest, the preference of this
experiential tourist - with travellers often a photo of the big five, to championing demographic to tailor-made over group
interacting with animals in active, conservation and instilling this mentality holidays is understandable.
yet responsible ways. into local villagers to protect the world’s
The amount spent by those interested
rarest species – including the black rhino.
Despite South America being a in this activity as their primary activity
frontrunner, ideally suited for the Consumers within our sample wishing differed greatly, perhaps due to this
experiential activities above, Sub-Saharan to go on a Wildlife holiday were preference for tailor-made. It is this
Africa climbs as a key destination for mostly between the ages of 60 and 69, personalisation that, perhaps, accounts for
holidays where experiencing wildlife is consistent with the age profile of birders 30% of respondents with a keen interest
the primary desired activity from survey – with birdwatching being a growing in Wildlife holidays being willing to spend
respondents. This indicates that the niche market in nature-based tourism over £3,000 on their main holiday.
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wilddogdesign.co.uk | spikemarketing.co.ukTOP 10
SECONDARY ACTIVITIES
Find the most desirable
secondary activity to add
to the top 10 primary
Examining The
activities below.
Secondary Activity Primary
Activity
Most Popular
Secondary
Activity
Building beyond the specialism
CULTURE, ARTS MUSIC
1
AND HISTORY
WALKING AND
There are numerous specialisms in activity to their primary reason for 2 GARDENS
TREKKING
the AITO portfolio alone – yet only a going on holiday. Similarly, 89.7% of
handful repeatedly claim the top ten respondents who would go horse-
3 WILDLIFE GASTONOMY
spots, rising and diving between each riding on holiday viewed it as a & WINE
other. Whilst special interest holidays, secondary activity, in addition to a
by their definition, attract a smaller primary activity such as a walking
4 SAFARIS GARDENS
pool of travellers who either develop a holiday. Painting, cooking, and
passion for the activity on offer, or are climbing were also all viewed as viable
looking for their passion to be facilitated secondary activities. GASTRONOMY
5 COOKING
by an expert, it is interesting to uncover AND WINE
A demand for the activities above,
which additional activities Specialist
therefore, does still exist. A suitable SKIING/WINTER
Travellers would like to experience. 6 WELLNESS & SPA
secondary activity may increase SPORTS
This year, we’ve not only asked bookings of primary product offerings,
respondents for the activity they’re whilst also providing a testing ground
7 PHOTOGRAPHY COOKING
most interested in, but for one other for products perhaps considered, but
activity they’d like to see as part of a not implemented. Similarly, those
tour’s itinerary. This shows us which specialising in an activity perceived to 8 ARCHAEOLOGY GASTONOMY
activities are of interest, but are be ‘secondary’ could package it with & WINE
perceived to be more suitable as part ‘primary’ elements to see if there is an
of a longer experience. increase in interest. 9 GARDENS MUSIC
Whilst only 11% of respondents See right for the top secondary
would go singing on their primary activity for each of the most popular WELLNESS
HORSE-RIDING
10
holiday, over eight times more believe primary activities. AND SPA
singing to be a viable secondary
To contact AITO for further information call us on
13
020 8744 9280 or email us on info@aito.comGaining and retaining travellers
LEAD TIME
The duration between purchase decision and date of travel varies from traveller to traveller – with higher
value trips often having a longer break between a concrete booking and date of travel, demonstrating
a longer rumination period. The most common lead time across AITO is 6 to 12 months, followed by
3 to 6 months. Based on the season an operator is trying to sell, this knowledge can assist in marketing
communications to influence a booking.
MOST IMPORTANT FACTORS
By breaking your customers down by remember a review – good or bad – for of Facebook users admitted in a poll that
their lead time, you can find what is most a considerable amount of time. Reviews viewing their friends’ post influenced their
important to them about this trip or your thereby increase a potential traveller’s future travel plans.
business – hitting them with information confidence in an operator, leading them to
On the whole, there is a negative
on your dedication to those factors. Those part with their money sooner for a future
correlation between those that use social
that book only 1 to 4 weeks before their pay-out in experience.
media, and lead time. Whilst WhatsApp
trip, for example, are less affected by
was the most common platform used by
an operator’s knowledge and expertise Price sensitivity
Specialist Travellers, the length of time
compared with those with a longer lead Whilst we’ve seen that Specialist Travellers between the time of booking and the trip
time. Ease of booking prioritises for these aren’t as price sensitive as those used shows that WhatsApp for business, whilst
customers, consistent with the profile of to mainstream holidays, price is still a being a relatively new addition to the
an impulse buyer. concern. Impulse buyers with a shorter social media landscape, is more effective
Those travellers who value an operator’s lead time of 1-4 weeks are more price when targeting bookers with a lesser lead
specialisms, tied with their personal sensitive than those booking in advance. time than those with a longer lead-time;
service, are more likely to book over a This demographic, however, only accounts expected with instant communications.
year in advance. This echoes the need for for 3.7% of the Specialist Travel sector.
Impulse buyers are more likely to take Facebook is the social media platform of
investment in customers in order to ensure
more than five holidays a year due to choice across the board, with Instagram
not only higher value bookings, but repeat
the perceived value for money of their following close behind. Pinterest and
customers through building loyalty.
relatively cheap holiday. For the majority, Snapchat account for a small number of
demonstrating knowledge and expertise, respondents in our survey, consistent with
Reviews
personal service, and tailored specialism is their current average age profiles of below
This loyalty is reflected in the appreciation 40 and 13-24 respectively. A staggering
more likely to lead to early bookings.
of a previous good experience with an 30% of respondents to our survey,
Operator, whether this be first or second however, have said they do not use any
Social Media
hand. Those with a lead time of over a social media platforms.
year value previous good experiences, Social media marketing conventionally
including customer reviews, significantly favours early adopters. The positive
more than those with a shorter lead influence of social media on purchase
time. This shows the power of a review, intention is undebatable, especially in the
indicating that potential travellers travel industry – in a recent survey, 84%
14
wilddogdesign.co.uk | spikemarketing.co.ukRole of traditional marketing cater to an operator’s demographic, number rises to 34% of travellers using
As Aneil Bedi, CEO of Brand Agents not ignoring the value of well-devised tablets on holiday, with over half using
Ltd and former CEO of M&C Saatchi, brochures and direct contact with a smartphone. This variation in device
highlighted at AITO’s Overseas Conference potential clients, may prove more effective suggests the need for both a responsive
in Wroclaw last year, investment in social in the long-term. Brochures, direct mail, website, and responsive support system –
and digital display advertising should and customer magazines remain the customers should be able to easily contact
be done with caution – as, often, 46% most prominent methods the 60+ market you, and view any booking updates,
of apparent impressions online are not would like operators to use to stay in from across their devices. A survey in
viewable, with 65% of those apparently touch with them. 2016 shows that 94% of leisure travellers
viewed actually viewed – and 26% of these switch between devices as they plan or
are viewed for more than a second. This Devices used book a trip, with 60% of travel searches
leads to the viewing rate of digital display
Whilst a desktop or a laptop remains the starting on a mobile device. Mobile has
advertising resting, on average, at 9%.
most used tool to research and book a also encouraged last-minute booking
Instead of investing solely in digital, holiday, 21% of respondents use a tablet behaviours, showcasing the importance of
having a varied marketing strategy to when reaching the booking stage. This adapting targeting strategies by devices.
Most important factors for those booking X months before travel
Decision Factors Longer than 6 to 12 3 to 6 1 to 3 1 to 4 Less than
a year months months months weeks a week
Knowledge and expertise 50% 48% 47% 43% 39% 39%
Ease of booking 11% 14% 16% 21% 23% 11%
Specialty in desired holiday 48% 47% 47% 41% 42% 28%
Can solve any potential problems 24% 21% 18% 18% 18% 11%
Previous good experience 41% 43% 41% 38% 32% 44%
Value for money 18% 25% 28% 31% 33% 11%
To contact AITO for further information call us on
15
020 8744 9280 or email us on info@aito.comThe
‘B’
Word
Brexit dominated many of
the headlines last year with
concerns surfacing from
both sides of the aisle.
Uncertainty shocks, still prevalent today For the Specialist Traveller, the large travel longer-haul to the rest of the world,
post-deal, have led to reduced investment majority of travellers within our survey whilst those that usually spend less than
and employment growth – with estimates were not affected by Brexit when booking £500 on their main holiday are now far
suggesting a long-term reduction of UK their main holiday last year – with almost more likely to spend that money in the UK,
productivity by 0.5%. Major corporations 80% stating it had no effect on their rather than on a short break in Europe.
such as Unilever and Aviva announced decision. This stand when considering this
For Specialist Travellers, Italy, France and
their intentions to move their assets out year, with only 22% of respondents saying
Spain continued to top the list of top
of the UK, and immigration of talent from that Brexit will have any effect on any part
outbound destinations from the UK the
abroad dropped. of their booking process for 2020.
last few years despite the uncertainties
In the travel industry, AITO council Those who have said that Brexit has surrounding Brexit. There is no evidence
member and former ABTA chairman affected their decisions are far less suggesting a shift from this short-haul
Noel Josephides warned the problematic likely to holiday in Europe, with 73% of destinations, with findings from other
nature of a January leave date, citing the respondents affected by Brexit saying it is major research being conducted placing
industry’s “need for a booking pattern” unlikely they will travel to the continent. the countries at the top of people’s lists.
in order to plan capacity and budgets. Brexit has, however, had no impact on Our focus this year is, therefore, on
Looking at traveller perspectives, research their travel plans to the rest of the world. longer-haul destinations from the UK.
conducted at the end of last year
Those concerned about Brexit that usually
suggested that almost a third of those
spend over £3,000 per person on their
surveyed by a currency exchange firm said
main holiday are now less likely to spend
they believed that Brexit will affect their
that money in Europe, but more likely to
holidays more than any other factors.
16
wilddogdesign.co.uk | spikemarketing.co.ukTOP 10 AUSTRALASIA
1
MOST POPULAR
LONG-HAUL NORTH AMERICA
DESTINATIONS The United States of America and Canada came at the top of our list – with
FOR 2020 more travellers wanting to cross the Atlantic than in previous years. With its
diverse landscapes populated with varied cultures, the USA is a synecdoche of
humankind’s customs, food and architecture. San Francisco’s Alcatraz island,
Most popular long-haul Utah’s Canyonland, Texan cuisine and the melting pot that is New York City
destinations for 2020 are only a few of the vast experiences the country can offer. In Canada, the
mountains of the Yukon and coastal landscape of Nova Scotia provide sharp
contrast to the cosmopolitan cities of Toronto and Quebec – providing the
curious traveller with many stopping points on their journey.
As North America carves out more of a foothold in AITO itineraries, we’ll be able
to delve deeper into the extraordinary part of the world in the next few years.
1 NORTH AMERICA
2
2 SOUTH AMERICA
SOUTH AMERICA “Specialist Operators prove
Sovereign states including Argentina, there is a lot more to
3 AUSTRALASIA
Bolivia, Brazil, Columbia and Peru are
also close to the top of the Specialist
the Americas than just
Traveller’s agenda, wanting to go to theme parks”
4 SOUTH-EAST ASIA
and beyond the Inca Trail, explore the Martyn Sumners
depths of the Amazon rainforest, and Executive Director, AITO
5 JAPAN discover that Columbia is more than
Pablo Escobar.
6 INDIA
4
SOUTH-EAST ASIA
Australia and New Zealand have not
3
Cambodia, Myanmar, Thailand and
7 CENTRAL AMERICA AUSTRALASIA Vietnam each have unique historic
Australia and New Zealand have not identities, blessed with the likes of
lost their charm in 2020. Despite the restored temples, freshwater lakes,
8 SUB-SAHARAN AFRICA fires in Australia, the islands are still waterfalls and – of course – mouth-
high on our respondents’ itineraries watering cuisine ranging from countless
this year. Where it’s learning about the street food stalls, to Michelin-starred
9 NORTH AFRICA -
Maori people’s history in a traditional restaurants.
village, or finally going diving at
the Great Barrier Reef, Australasia’s
10 SRI LANKA
popularity is unwavering.
To contact AITO for further information call us on
17
020 8744 9280 or email us on info@aito.comDEEP DIVE
South
America
From the Amazon to Buenos Aires, South America goes from
one of the most anticipated ‘new destinations’ in our last survey,
to one of the most popular long-haul destination in 2020.
“An increase in Patagonian glaciers, Andean peaks, and
the Amazon rainforest tied with the various
60 communities in the region – whilst
providing customers of all brackets the
direct flights from strands of the Inca trail explains why
those interested in South America prefer
true South American experience.
With Machu Picchu, The Amazon, Rio
the UK has brought walking and trekking, and/or immersing
themselves into the wildlife, as their
de Janeiro, and Buenos Aires consistently
on the top of everybody’s agendas,
South America to primary activity to experience on holiday.
South America’s popularity has been
This call for experiencing the natural prominent over the last few years. The
the attention of a environment first-hand has not gone LATA (Latin American Travel Association)
unanswered, with initiatives in place predicts a 4% year-on-year increase in
wider audience.” to strengthen Costa Rica’s capacity for global bookings to Latin America, with
eco-tourism, and Columbia’s wildlife Nicaragua proving to be a key growth
Sarah Bradley inhabitants, for example. Chilean country. Looking at the United Kingdom
Managing Director Patagonia’s launch of the 1,700-mile in particular, despite total international
Journey Latin America ‘Route of Parks’ marks a marketing arrivals into the continent dropping by
initiative to encourage the development 1.6% in 2019, from the UK this figure was
of tourism ventures which help only 1.2% - showcasing the UK’s market’s
protect the biodiversity surrounding affection for the destination.
18
wilddogdesign.co.uk | spikemarketing.co.ukDEEP DIVE
Australasia
The Great Barrier Reef meets Hanmer Springs, as Australia and
New Zealand emerge has two of the most popular long-haul
destinations in our survey for 2020.
“It’s no surprise Australia’s variety of beaches, from the
white sand of Queensland or coves of
suppliers. British travellers to Australia in
2019 spent an average of 32 nights in the
to us that clients Western Australia, tied with their proximity
to the big cities, only begins to shape
country, favouring Sydney, Melbourne,
and Perth, spending on average over
are wanting to its merits as one of the most popular
destinations for 2020. Mount Augustus,
£4,000 per trip.
New Zealand’s landscapes remain a large
experience both Tasmania, and Lake Hillier provide
further natural wonders, contrasting with
selling point for international tourists,
as the country leans into ecotourism
mighty mountain manmade architectural wonders like the
Sydney Opera House and the Dr Chau
according to a recent MBIE report.
Interacting with the local Maori culture,
landscapes and Chak Wing building. Australia’s vibrance
and variety have attracted backpackers
history and stories remains supplementary
to the natural cliffs and rolling hills –
Maori culture.” and families alike.
explaining why walking and trekking
Due to the recent bushfires, the remains the most popular activity in this
Andrew Guthrey
government has injected $76m into their destination. Cycling also lends itself neatly
General Manager
tourism ventures – leading to Tourism to New Zealand’s offering.
ANZCRO
Australia’s launch of the ‘Holiday Here
The country has also invested into
This Year’ campaign for 2020, taking a
its tourism over the last few months,
grassroots approach to entice travellers
primarily due to the effects of the
to come to the country. Specialist
fears surrounding coronavirus. Whilst
operators will be able to ride this push,
the trajectory of the virus is currently
whilst relieving any concerns that the
unknown, the promotion of the
large number of potential customers may
destination by the tourist board could
have, and rebuilding Australia’s recent
align with current marketing strategies.
drop in tourism by contributing to local
To contact AITO for further information call us on
19
020 8744 9280 or email us on info@aito.comDEEP DIVE
South-East Asia
From Halong Bay to the temples of Angkor, South-East Asia includes
Thailand, Vietnam, Laos, Cambodia, Indonesia and the Philippines
along with several other smaller islands.
“Southeast Asia is a Culture, Arts and History holidays remain Thailand spent 20% of their travel budget
high on the list of those wishing to travel on food, with vast capacity for growth.
perennial favourite – to parts of South-East Asia, as these Street food hubs such as Yaowarat and
easy-going for the countries are teeming with centuries of Nang Loeng market may be key to tapping
traveller, and a region diverse history working its way to the into the rise in food tourism.
present through a deep reverence for
offering such diversity” tradition. Part of this tradition is expressed
Indonesia’s recently reopened Bogor-
Sukabumi train route allows easy
Robin Ball, Director through the creation of culinary delights.
access to sites of historical significance
Bamboo Travel, South-East Asia’s rise in popularity in our including Gunung Padang and several
survey comes with the rise in travellers tea plantations dating back to the Dutch
wanting to experience gastronomy colonial era, along with the beautiful
and wine whilst on holiday – with the Surabaya–Madura bridge.
activity rising from 29.9% to 41.6% of
As contingencies in place to tackle the
respondants wanting to experience local
spread of coronavirus reduce inbound
delicacies whilst on their trip. This is
Chinese tourists to South-East Asia, the
consistent with a 2019 report showing
region sees an overall drop in tourists in
that 80% of consumers specifically seek
2020 so far – consistent with the effects
out local food on a trip, compared to
of uncertainty across the globe. This
international chains. This is great news
suggests a change in strategy for these
for countries like Thailand. According to
countries as they pave the way to target
a 2018 report, international visitors to
international visitors.
20
wilddogdesign.co.uk | spikemarketing.co.ukExamining
Guidebooks
As we consider the role of traditional marketing
material in an increasingly digital world, other aspects
of the ‘traditional’ must be brought under the microscope.
From the research within our survey commissioned by DK
Eyewitness, it is clear that the humble guide book remains
essential for the Specialist Traveller.
The guidebook remains a vital tool haul destinations such as Istanbul and deciding which holiday to book.
for the Specialist Traveller, as 64% of Egypt, consistent with our research This implies that travellers may not
our respondents used a guidebook in which showed that travellers are more trust internet sources as much as
2019 – influencing their travel plans, likely to use a guidebook on a long- guidebooks, along with highlighting
along with giving them extra insight haul trip, than on a city break in the that people may not have consistent
into the destinations they visit. Maps 2019/2020 period. internet access everywhere on holiday.
are the most important feature of a
Whilst content on the internet is
guidebook to the Specialist Traveller,
the most common source of travel “DK Eyewitness Travel Guides
followed by the highlights of a
information throughout a traveller’s
destination – including their cultural hold a firm place in the
booking journey, and whilst on
and historical background.
holiday, over 70% of respondents traveller’s backpack.”
The common misconception is that within our survey have said that Victoria Sturley, Marketing Manager
print is on the decline as an increasing guidebooks are moderately to DK Eyewitness Travel
amount of consumers find their extremely important to them when
content online. This generalisation How likely are you to use a travel guide book for the following types of trips?
ignores sector segmentation, as
sorting by the type of content
consumed leads to different
narratives. Considering magazines, City Break
for example, several current affairs
publications are increasing in sales
Short haul trip
year on year whereas celebrity gossip
and fashion titles are decreasing in
performance. Long haul trip
When looking at guidebooks, some When visiting
destinations are outperforming others. a destination
DK Eyewitness in 2018 experienced a visited before
sales growth for books to mid to long-
0 1000 2000 3000 4000 5000 6000 7000 8000
To contact AITO for further information call us on
21
020 8744 9280 or email us on info@aito.comFinal Figures It’s often valuable to have the raw data at hand.
Find below some of the key figures from this year’s research.
In a typical year, how many holidays does the Specialist Traveller take?
The majority of respondents in our survey take
0 1 2 3 4 5+
at least two holidays abroad every year.
At home 9% 26.6% 33.3% 17.6% 7.6% 5.9%
Abroad 4.1% 27.9% 36% 18.7% 7.9% 5.3% Where has the Specialist Travelller
stayed over the last 3 years?
Who does the Specialist Traveller Accommodation %
go on their main holiday with?
Chain hotels 75.8%
Companion % Boutique hotels 63.6%
As a couple 57.4% Luxury hotels 49.8%
Travels alone 14% Apartments 45%
With immediate family 12.5% Airbnb 36.1%
With friends 9.5% Villas 28.1%
Join a group / escorted trip 4.7% Lodges 27.3%
Other 1.1% Mobile homes 7.8%
Which phrases are most associated with the following booking methods?
Specialist Travel Company Independent booking
Easy to book 43.1% 18%
Safe 52.5% 13.3%
Value for money 24.3% 41%
Authentic 55.8% 37.5%
Expensive 66.9% 17.2%
22
wilddogdesign.co.uk | spikemarketing.co.ukWhat is the main currency used to pay for a holiday? Which of the following payment methods do Specialist
Travellers mostly use when paying for a holiday?
Currency %
Payment method %
Pound Sterling 76.5%
Credit card 80.7%
US Dollars 10.2%
Debit card 43%
Euros 9.1%
Bank Transfer 17.3%
Other 4.3%
PayPal 7.3%
Cheque 3.9%
What are the best ways for travel companies to keep in touch
with customers about new holidays, destinations and offers? Other 1.8%
Communication method % Which of the following social media platforms do
E-mail 84% Specialist Travellers use?
Brochure 41.3%
Platform %
Mail (in the post) 27.7%
Facebook 47.8%
Customer magazine 20.9%
Twitter 13.7%
Social media (Facebook, Twitter etc.) 13.1%
Instagram 18.9%
Other 2.4%
Pinterest 6.6%
Telephone 1.6%
Snapchat 2.2%
Brochures continue to have a role in the booking journey, Whatsapp 51.1%
providing potential travelers with exciting information.
What is the Net Promoter Score of AITO members?
67.1
Promoters 72.6%
Passives 21.9%
‘World Class’ Detractors 5.5%
NPS, gained by asking if customers would recommend a
business to a friend, is indicative of the level of service and
quality offered to a traveller. Any positive NPS is considered
‘good’, with 67.1 being a ‘World Class’ Net Promoter Score
showing that AITO members are providing the highest levels
of customer experience.
To contact AITO for further information call us on
23
020 8744 9280 or email us on info@aito.comTT-COC-002610
18 Bridle Lane, Twickenham, Middlesex TW1 3EG
Tel: 020 8744 9280 | Email: info@aito.com | Website: AITO.comYou can also read
