Last year was a bumper year for travel, we saw borders fully open and revenge travel take off, but what about the future of our industry? Here are the emerging terms and trends that we need to take note of when looking towards the future of travel.

Here are the terms that are defining this year’s travel trends;

China Boom

The number one travel trend identified by Globetrender is the China Boom. After three years of border closures, China is finally reopening to international travel with the removal of border restrictions for both inbound and outbound travellers. This is significant for travel as China was the biggest source market for global tourism in 2019. The number of outbound tourists for China totalled 155 million with a total spend of US$255 billion, compared to 100 million outbound tourists from the US with a spend of $132 billion according to the UN World Tourism Organisation.

Netflix Effect

The Netflix Effect is a trend that has been growing since the pandemic and has increased the popularity of Formula 1. The share of Americans who identify as fans of the sport has increased by 33 percent over the past two years, according to Morning Consult survey data. With many stating that the hit Netflix show Drive to Survive was the main influencing factor.

This shows the power that films and TV shows have to inspire interest and travel to the specific places depicted on screen. Recently, the White Lotus, Emily in Paris and even food shows have captured the imagination of travellers with the popularity of these productions playing a big role in travellers decision making.

Long-term Planning

With borders opening globally there is a renewed sense of adventure with more ambitious and complex multi-destination dream trips giving rise, as stated by Globetrender. With the pace of travel innovation there will be more and more extraordinary experiences for travellers to book online – Blue Origin, Virgin Galactic and Space Perspective will be available over the next three years with consumers keeping a close eye on how they can be first in line for space travel. For the time being, consumers are already looking at new hotel openings. Travellers are seeking to accomplish their bucket-list itineraries with in-depth planning in favour of quickly booking an all inclusive trip.

Eduvacation

In 2022, Veranda.com spoke to tourism suppliers who have started capitalising on the idea of fun educational trips. Eduvacations are trips that are all about learning new things, fun discoveries and broadening personal horizons. Accommodation and leisure providers are increasingly getting in on the trend by offering educational programmes for guests covering culture, conservation, eco-living and wellness.

Have a look at your property and service and give a behind the scenes look at your eco initiatives, local culture and community or offer a work shop for guests that not only educate but inspire!

Rebel Spending

Globetrender predicts that high earners with significant savings will be splashing the cash in 2023. This niche market is widely known as the 1% who are recession proof and will take advantage of open borders and unparalleled luxury travel inventory – from brand new refurbished accommodations, private yachts to private jets. This market will embrace longer stays, upgrades to the best room and flight categories with hotel-buyouts becoming very popular.

According to Global Market Insights, the luxury tourism market was valued at US$ 20 billion in 2022 and is projected to grow by 15% compound annual growth rate (CAGR) from 2023 to 2032.

Nature Positive Travel

Nature positive travel is set to take over in 2023 as holidaymakers seek ways to reduce and reverse their environmental impact. The World Travel and Tourism Council published a report outlining the way forward.

As an industry highly dependent on the wonders of nature, travel has a vested interest in keeping destinations pristine for future generations. An increasing number of net zero hotels and regenerative activities are cropping up to meet this challenge.

Low Season, Low Cost Travel

With the current economic climate experienced throughout the world, Globetrender expects that tourism trends among the working and middle classes will adapt to lessen the impact of the cost of living crisis. This means that visitors from this market will have less disposable income, but the desire and intention to travel will remain. Low cost, low season travel means that travellers will be far more strategic by booking during sales periods; do more research around the best-value destinations; weigh up long-haul flight options and will plan to travel during low seasons when prices are better. Even if it means the weather is not perfect.

Queenagers

The latest demographic identified by Noon.org, are the Queenagers. Women aged 45 – 60 years old are all about living their best lives and have the resources to do so. With freedom and spending power on their side, they’re becoming a key target in the travel market.

These women view success in their own terms with many stating that work life balance is more important than their career status. With time for themselves more important than a job they love, their partner, or friends this is a demographic that is also often overlooked. Take a look at this great infographic for an interesting break down of Queenagers in numbers.

Carbon Anxiety

Another travel trend identified by Globetrender is Carbon Anxiety. With the climate crisis in the world focus, sustainability is one of the industries hottest topics of conversation. A recent study by Yale identified that Americans are experiencing climate change anxiety from the constant barrage of climate related disasters in the news.

In 2023, Carbon Anxiety will be an important trend with more accountability expected from companies on their overall carbon footprint.

Meta Tourism

A parallel universe is being built as we speak and it offers unique opportunities for travel companies to leverage and engage with consumers. Globetrender identifies Meta Tourism as a defining future travel trend. According to Grand View Inc, the global Metaverse market will be worth $679 billion by 2030.

While it is agreed that virtual reality will never replace a physical trip, there are interesting cases popping up where travel companies are creating hyper realistic digital recreations of their destinations. Celebrity Cruises is inviting future guests to tour their latest ship in the Metaverse. The island nation of Tuvalu is building the first digital nation in the Metaverse to draw attention to the rising sea levels where their most precious assets their land, people and culture are preserved. While still largely plagued by uncertainty, there is a real opportunity to take advantage of this new era that exists for travellers.

Adapted from: The Globetrender 2023 Travel Trend Forecast

UN World Tourism Organisation

Morning Consult survey data

Veranda.com

Global Market Insights

The World Travel and Tourism Council

Noon.org

Grand View Inc

Celebrity Cruises

Observers.com

Melisa Harvey