While the peak holiday season has been and (almost) gone, off-season bargains and preparation for the festive period means that travellers will still be booking trips in droves. Notable travel trends, throughout summer 2018, included the emergence of less ‘touristy’ destinations and evolving payment methods.
Below, we tackle three key future travel developments and offer a few top tips on how you can adapt.
How are bookings being made?
Online is still the standout performer. TrekkSoft, for example, revealed in its ‘Travel Trends Report 2018’ that 82% of bookings it processed were made on either a company site or in-app. The latter ties into the fact that 49% of total payments are now made via mobile – up from 31% in 2016. Going forward, mobile payment optimisation will become a priority for more travel operators. It can therefore be expected that more will release mobile apps for a smoother user experience.
Aiding the growth of online and mobile bookings, Google Flights is rolling out a new feature which will tell travellers when they should book flights to save money and likely price increase times. Looking ahead, as travellers become savvier and more budget-aware, demands for such transparency will grow and operators must meet this.
What holiday types are becoming more popular?
Package holidays, while still widespread, face competition from elsewhere. Travellers are thinking about responsible tourism in a serious manner, and ABTA’s 2018 Tourism Report revealed that 70% of tourists believe agents and operators have a duty when it comes to sustainability. There could be a link between this and the fact that, from the 45% of travellers (according to TrekkSoft) with a ‘bucket list’, 82% aim to tick off at least one destination this year. Companies should, therefore, seek to provide experiences that not only fulfil travellers but also make a positive impact on local communities.
The rise of ‘low-cost, long-haul’ flights will continue to make distant destinations more accessible for tourists of all budgets. Budget airline Norwegian Air reported a 14% increase in passengers during June 2018, compared to the same period 12 months earlier, highlighting a growing desire for this service. To adapt to this demand, operators who target partnerships with similar airlines and offer budget packages for faraway destinations will attract more customers.
Where are travellers going?
Fed up with the overcrowding of popular tourist summer holiday destinations, many travellers are seeking off-the-beaten-path alternatives. Norway and Germany have benefitted from this new approach, recently reporting visitor increases of 67% and 49% respectively – as discussed by ABTA. These findings highlight that, to continue long-term development, travel agents need to keep up with ever-changing consumer demands.
The ‘staycation’ is also becoming more popular. According to ABTA, around two thirds (66%) of surveyed individuals in the United Kingdom planned a domestic holiday for the summer just gone. Therefore, it’s important that companies also continue to offer local experiences and packages – as opposed to just focusing on overseas getaways.
So, what’s next?
With summer almost over, the holiday season is nearing and attention turns towards Diwali, Christmas and the Chinese New Year – plus more. While the demand during this period is expected, it’s clear that consumer tastes are constantly evolving. In preparation, travel operators should continue to focus on going the extra mile and prepare for any possible changes in customer behaviour.