A realistic appraisal of 2015’s tourism trends and opportunities

Most travel industry bodies and publications have weighed in with their 2015 trend predictions which all make for interesting reading. We’ve pondered those great thoughts, adding some of our own. We weigh in here with some ideas and pointers for our clients and tourism businesses…

The rise in the popularity of cycling is huge. In America, cycling has even been heralded as a threat to golf tourism as middle-aged men contemplate swapping their clubs for bikes. While we don’t expect to see any noticeable downturn in the American market for overseas golf holidays (which should remain a steady niche), do expect more interest in cycling holidays from the UK market with growing interest in the Tour of Britain, Tour de France and the Mayor of London’s love of cycling. Sport England has said that 2.1 million people cycle at least once a week and that 29% of people are now interested in cycling (compared to 21% in 2011). Tourism businesses can capitalise on this by catering to cyclists, connecting with local cycle hire businesses and showcasing great cycle routes.

With the reduction in Air Passenger Duty tax (children under 12 will be exempt from May 2015), destinations may look to attract the young family market. We might see a marketing push on key overseas markets in early 2015 although there’s no word on campaigns from the national tourist offices at this stage.

With the (somewhat) improving UK economy, Brits took an average of three holidays per person in 2014. However those in social class ‘A’ took 4.7 holidays per person (up from 3.6 in 2013). If this increases further in 2015, we could see an appetite for additional domestic short breaks.

With the growth of Airbnb and other peer-to-peer lettings sites, hotels will continue to differentiate themselves with value-added services like pet nannies, tour and theatre tickets, children’s activities and great concierges. Likewise, holiday cottage agencies are reporting record bookings as they set themselves apart from the likes of Airbnb as trusted, quality brands.

Peer-to-peer dining is increasing in popularity as new start-ups offer visitors in-home meals, cooking lessons or guided food tours with a focus on authentic experiences (sites include: www.bookalokal.com and www.eatwith.com). Hotels will look to differentiate themselves and could look to partner with local vineyards, artisan distilleries and breweries (experiences that are also much more sought after). Expect to see imaginative packages for food and drink enthusiasts that include tours of local producers and hotel chefs offering cooking classes, foraging sessions, etc.

While not yet taking the market by storm, it is anticipated that peer-to-peer portals will next turn their hand to connect tourists with ‘wannabee’ tour guides; catering for tourists who want to be shown around a destination by a local. Savvy hoteliers and B&B owners will get in early on this, forging partnerships with local Blue Badge Guides and planning and packaging tour ideas themselves.

With recent UK Government reforms, from April 2015 Brits will have the option to take a number of lump sums from their pension savings (rather than the current option of a single lump sum). This could enable retirees over 55 to plan more regular holiday splurges.

Design-led ‘poshtels’ (posh hostels) across the UK are gaining in popularity among stylish and cost-conscious Brits. Could this be a growing market segment of savvy budget travellers looking for a touch of style?

Wearable devices such as Smart Watches and Google Glass will help to drive travel’s next phase of e-commerce as they become more popular over the next couple of years. A recent report stated that 35% of online travel bookings will be done with mobile devices by 2018. The Apple Watch should get a UK release in spring 2015. With more people booking online right up to the last minute, tourism businesses should ensure that their websites do a great sales job and include late availability and booking options.

Some hotel chains are offering reward schemes set up to encourage ‘braggies’, where guests share photos of their luxurious or picturesque surroundings with their friends through social media. Typical ‘braggies’ include amazing views from their hotel window or eye-catching interior design. (From Business Insider.)

Drones were one of the “must-have” Christmas gifts for the amateur photographer who wants everything! They’re already causing concern with privacy, safety and air traffic control issues. Expect many destinations and national parks to publicise their policies and advise on the use of drones. Savvy ones may even promote certain areas as being ideal for using drones to capitalise on this popular photography trend.

WeChat, the second largest global messaging service after WhatsApp, has apparently emerged as a viable sales channel for Chinese travel companies. For the last few years the huge potential of the Chinese market has been touted as the “next big thing” for British tourism. We’re not seeing it happen and, when it does, we expect to see Chinese tourists heading to London and not much further afield. One to watch but not invest heavily in at this stage! However the rise in instant messaging is further proof of the global demand for quick online responses and connectivity.

Facebook is less popular with teenagers than last year (88% of teenagers use it now compared to 94% last year). Surveys have seen the growth of Instagram and Whatsapp (both owned by Facebook). For marketers, there is also the concern that advertising on social media networks is becoming overcrowded and is seen by users as too commercial. The challenge for 2015 and beyond is to engage with users in an authentic way without being overtly commercial.

So there’s our take on possible tourism trends for 2015. In response to many of them, tourism businesses can create exciting new packages and collaborate creatively with tourism association members, destinations (DMOs) and tourist boards. A Marr & Associates connects regularly with top travel editors, writers and bloggers. They, too, are seeking out the next travel trends and helping their readers access relevant experiences. By continuing to deliver great customer experiences, coming up with topical, on-trend products and working with an amazing PR agency, you’re well on your way to success in 2015 and beyond!