AMA’s Travel and Tourism Trends 2017

As we enter 2017 the chance to embark on new adventures await us, from cycle holidays to instagram inspiration, to help you plan your next trip AMA round up the biggest travel and tourism trends.

1. Going Solo

The rise of the solo traveller is set to continue, with a growing number of people opting to go it alone. In a recent survey Lonely Planet found 69% of UK respondents would travel solo along with a reported rise in women-only retreats. Not only does going solo let you travel on your own terms, more travellers state holidaying alone is part of seeking a more ‘enriching’ experience. This trend goes hand in hand with independent travel – just 6.25% of people said they would book through a travel agent.

2. Sustainable travel

Sustainability will be a key upcoming trend with 2017 being the International Year of Sustainable Tourism for Development. It creates a perfect opportunity to start considering how to make travel decisions that benefit both the environment and yourself. Whether it is opting for cycling to reduce your carbon footprint or choosing ethically focused animal sanctuaries, 2017 is the year to embrace sustainable travel.

For PR and marketing agencies this means adapting innovate approaches to campaigns, how can you create content that builds long-term engagement? A more sustainable approach could involve working with local businesses in order to help shape a thriving industry.

3. Cycling on long trips

Backpacking was a trend that took the travel world by storm as backpackers set off their masses to explore, for a new take on this trend in 2017 switch the backpack for two wheels. Whether you are an amateur cyclist or someone looking for adrenaline fuelled off-roading, cycling provides a unique way to see a country travelling along rivers, through foothills and amid postcard worthy views.

4. Mobile inspiration

Social media has opened up travel making even the most remote destinations seem accessible. A recent Lonely Planet survey found almost 80% of respondents would use social media whilst on holiday, with 25% checking in daily. As the cameras on smartphones continue to become more sophisticated, travel photography provides a new way to share stories and tips.

The development of in-app ‘live streaming’ capabilities and visual stories from platforms like Facebook also holds potential for marketing, allowing brands to directly reach out to users and create engaging, in the moment content.

5. Experiential travel

As travellers continue to seek new experiences, people are looking beyond conventional leisure itineraries, positioning adventure travel as a dominant trend. There is a growing abundance of local experiences on offer including overnight stays in authentic locations or the chance to learn a new skill. Countries such as Iceland are emerging as top for adventure holidays and there is also an increase in travel to destinations like Cuba, which are at risk of facing major cultural changes in the coming years.

Words: Jessica Rayner