Sustainable tourism PDF
Preview Sustainable tourism
Contents EXPERIENCES - Experiences not things 8 - Our top travel experiences for 2018 9 BOOKING TRENDS - How are consumers booking? 18 - Who is booking tours & activities online? 20 - When are bookings being made? 22 - The power of reviews 23 MARKETS: Generational - Millennials and Generation Z 26 - Generation X 31 - Baby Boomers 34 MARKETS: Geographical - The Indian market and tips to reach it 39 - The Arabic market 45 - The maturing Chinese market 48 MARKETS: In the spotlight - Solo female travel 54 - LGBTQ tourism 60 NOW AND GOING FORWARDS - The sharing economy 67 - Sustainable tourism 72 - On the future of sustainable travel 83 - Using tourism to empower women in Tanzania 86 Authors Lucy Fuggle | @lrfuggle | lucyfuggle.com Lucy Fuggle is Head of Content at TrekkSoft. She tries to read a book a week, travel solo every month, and write about the mountains and her adventures. Nicole Kow | @queenkow | nexttrainout.com Nicole Kow has been travelling and working for TrekkSoft since 2015. She enjoys long hikes, YouTube beauty videos and a cold brew coffee on a hot day. Sara Burkhard | @SarainKingdom | saranapierwriter.com Sara Burkhard is a writer from the American West Coast. In recent years, she's written for companies like Hipmunk, iTourMobile and Mylikes. Barbra Silva | @_mebarbra | barbra.co Barbra is not a writer - she’s our Brazilian designer with more than 5 years experience in digital design space. She is the proud owner of an adorable dog. Introduction Here at TrekkSoft, we’re focused on tours and activities: the experiences at the heart of why we travel. With our booking software, we provide tour and activity companies with the tools they need to sell, manage and grow most effectively. And with our content, we help industry professionals to stay updated with the current travel landscape and know where it’s heading. By understanding the coming year’s trends, travel professionals can make strategic choices to double down on strengths and pivot towards rising markets and booking channels. Following the success we’ve had with our 2017 Trend Report, we’ve put together a more comprehensive and extensive report for 2018. We’ve tried to write the report on travel that we want to read, and draw on some of our own research to provide you with new insights and opinions. We’ve also gained original insights from many of our TrekkSoft customers as well as industry experts. As with all of our content and resources, we hope it delivers. By Lucy Fuggle, Nicole Kow and Sara Burkhard 6 Experiences not things Top travel experiences for 2018 Experiences not things By Lucy Fuggle In a 2014 paper brilliantly titled “Waiting for Merlot”, psychologists Amit Kumar, Thomas Gilovich and Matthew Killingsworth show how experiential purchases (money spent on doing) tend to provide more enduring happiness than material purchases (money spent on having).1 No surprise: experiential purchases make us happier for longer than material purchases. Yet there are also differences in how we feel before an experiential or material purchase. People report being mostly frustrated before the planned purchase of a thing, but mostly happy before they bought an experience – like a trip or an activity. The best travel brands are putting experiences and the joy we receive from them at the forefront of their marketing. This is especially the case for destination marketing organisations, 56% of which consider experiences to be “a vital part” of their destination marketing, according to TrekkSoft research. Only 7% consider experiences to be “somewhat important”.2 8 Top travel experiences for 2018 By Lucy Fuggle To give you an idea of what’s trending in travel, we’ve sifted through the most-booked tours and activities via TrekkSoft. Here are the types of experiences we expect to drive most bookings in 2018. #1 Recharging deep in nature Sometimes we just want to get out of the office, put down our devices, and reconnect with nature’s calm and beauty. Taking a forest tour through the Can Gio UNESCO Biosphere Reserve, 40km outside of Ho Chi Minh City and alive with monkeys, crocodiles, and captivating colours, is one way to breathe more deeply. And if you’re travelling responsibly, all the better. Our guests are looking for an authentic river “” experience. They want to get off the beaten track with an expert tour guide, a small group, and with safety and quality first. - Les Rives - Authentic River Experiences @lesrivesvietnam | lesrivesexperience.com 9 - Travel 8 Experiences 1 Trends 0 Report 2 - #2 The one-off experience you can’t get elsewhere Swimming with pigs in the Bahamas? This is the kind of experience that turns heads when you come home and start talking – and you will struggle to find it anywhere else. “” Travel is about the people we meet. It's about who we are and what we want to do. Is it food experiences? Active outdoor pursuits? Experiencing different cultures? Travel is about what you do and who you experience it with. Olan O’Sullivan COO of TrekkSoft 10
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