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8/10/2019 2014 Tourism Trends
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2014 Trends inTravel & Tourism
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About Us
Resonance Consultancy creates strategies
and plans that shape the future of
destinations around the world.
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1. Global Growth
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1. Global Growth The IMF predicts global GDP to grow by 3.8% in 2014
BRICs is expected to drive economic performance 2015-2017
Americas - demand is likely to outpace supply
Europe - arrivals and incoming receipts have started to pick up
Middle East - shift away from Egypt, Syria and Lebanon towards the Gulf
markets
Africa - business tourism plus rising incomes and urbanization are driving
domestic travel
Asia - remains the leading global region for economic growth
India - travel and tourism is rebounding
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2 China
5
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2. China In 2012, the number of outbound tourists totals 83,182,700, up 18.41%
comparing with 2011. China Tourism Academy expects the Chinese
outbound market to reach 94 million trips this year, up 15 percent from
2012.
China surpassed the U.S. and Germany in 2012 to become largest source of
outbound travelers in the world
New Tourism Law implemented in October is leveling the playing field
causing a shift towards more independent travel
Paris (#5), Rome (#11), New York (#13), London (#14) only Top 20
Destinations outside of Asia, according to report by daodao.com (Trip
Advisor)
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3. South America
7
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3. South America There has been a 12% increase in outbound trips, but growth is likely to
slow next year
International tourism expenditure soared 50% in 2010 and rose a further
30% in 2011
The US and Europe are the main destinations.
Brazilians have proven to be high spenders
Brazilians intending to travel more next year has declined to 29% from 42%
one year ago.
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4. MillennialsMore and More
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4. More Millenials Millennials are far more interested in international travel than non-
Millennials
Are more interested in urban rather than resort destinations
Millennials are more likely to travel for leisure in organized groups, with
extended family, or with friends.
Millennials are twice as likely as non-Millennials to use their mobile
phones to show travel pictures to friends, share travel photos on social
media, blog or recount travel experiences online, and post travel reviews,
according to a survey by BCG
8 in 10 Millennials consider online travel reviews either somewhat or
very important. (Expedia.com)
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5. Unstoppable `Elders
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5. Unstoppable Elders The elders target group is estimated between 1.3 and 1.6 billion
worldwide
59% of 55+ U.S. affluent define retirement as a time to travel and explore
new places, and 42% are planning international travel in the next 12-24
months.
Rest and relaxation, 3 - 4 days and 9 - 10 days
Word-of-mouth information is an important source of information
Off peak travel is favorable
Seniors are the developed world's wealthiest and most demanding
Tourism Security is important to senior travelers
Seniors tend to show higher levels of frustration
Lack of ood airline service is a ma or obstacle for senior tourism.
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6. Millions ofMillionaires
13
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6. Millions of Millionaires
The number of U.S. millionaires is projected to grow from 10.5 million in
2011 to 20.5 million in 2020, according to Deloitte & Oxford Economics
Top 9% of U.S. Households (HHI $150k+) account for 29% of all spending on
air travel and lodging according to 2011 Consumer Expenditures Survey
Despite growth in wealth in China and other Asian countries, travelers from
U.S., Japan and Europe will continue to dominate luxury travel space
through 2020
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7. ConspicuousLeisure
15
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8. Gay on the Go LGBT spending on tourism will exceed US$200 billion in 2014
LGBT tourists are choosing not to travel to unsupportive countries
LGBT visitors are sending a message with their spending
Welcoming destinations: Sweden, France, Spain, Belgium, UK and NewZealand
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Glocality
9. Multi-
GenerationalTravel
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9. Multi-Generational 40% of families went on a multigenerational vacation in the past year.
77% planned it around a milestone event
Grandparents travel almost 25% more than the average leisure traveler
Today's seniors are living longer, healthier, and more mobile lives and areeager to make up for lost time and long distances away from their beloved
grandchildren.
Attracting the multigenerational market is about memories, convenience
and value
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10. Active
Adventures
21
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10. Active Adventures
Luxury travelers are seeking out ways to stay active and healthy on the road
Growth in adventure travel has accelerated at a 65% yearly rate since 2009
The value of the global outbound adventure travel sector was more than
$345 billion in 2012
Adventure travel includes two out of three criteria: nature, culture and
physical activity
Adventure travelers are younger
Nearly 54% of travelers are planning an adventure activity on their next trip
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11. Wired &
Wireless
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11. Wired & Wireless
More than 40% of all online research for travel came from a mobile device
Millennials are more likely than their older colleagues to book their
business travel on their mobile phones (32 percent) or tablets (20 percent), a
habit thats slow to catch on among 46- to 65-year-olds. (Expedia.com)
Internet access the MOST important hotel amenity for affluent U.S.
travelers
DMOs must have a dedicated mobile site for on-site, real-time information
Mobile apps are replacing the hotel concierge
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12. Bleisure
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12. Bleisure
According to a US report published by Orbitz in 2012, 72% of business
travelers said that they take extended executive trips that have a leisure
component
In North America, 54% of 18-30 year olds bring a significant other on a
business trip, versus 36% of 31-45 and 16% of 46-65 according to a study by
Egencia.
27% of affluent U.S. vacation home owners use their home 2 months or
more per year
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13. Shopping Tourism
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13. Shopping Tourism
Tourists spend approximately one-third of their total tourism expenditures
on retail purchases
Tourism shopping includes: pre-trip shopping, add-on function of the
attraction or destination, shopping experience, and experience local
culture.
There are 10 major malls under construction in the Middle East to be
completed by 2014
Growing middle classes in Brazil, Russia, India, and China are travelling toshop
Historic market towns tend to attract boutique and independent shops,
while cities tend to attract major chains.
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14. Creative Tourism
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14. Creative Tourism
UNESCO defines creative tourism as travel directed toward an engaged
and authentic experience, with participative learning in the arts, heritage,
or special character of a place, and it provides a connection with those who
reside in this place and create this living culture.
The creative tourist is always a participant, someone who learns by doing,
someone who finds enjoyment and fulfillment in developing new abilities,
someone who wants to interact with local people. As a result, creative
tourists get closer to the cultures of the countries they visit.
15 Wh l
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15. WholeLiving
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15. Whole Living
Whole Living is the idea of balancing work with play, indulgence with
discipline, good living with well being and luxury with simplicity. Its the
notion, in travel, that all aspects of the experience contribute to well-being.
Whole Foods has launched Whole Journeys an experiential travel
company focused on food, cooking, health, wellness and cultural travel
experiences
Urban Land Institute launched two year project in 2013 focused on creating
Healthy Places
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16. Culinary Tourism
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16. Culinary Tourism
One of the most dynamic and creative segments of tourism
DMO partnerships with chefs, restaurants and food tours
88% of destinations consider gastronomy strategic in defining their brand
and image
27 million culinary American leisure travelers in the last 3 years
$12 billion spent directly on culinary activities while traveling
American culinary tourists - cultured and affluent
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17. Going Green ?
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17. Going Green ?
One of the most dynamic and creative segments of tourism
Tourism presently accounts for 5% of global emissions approximately 4%
from transportation (40% of those from air travel and 32% from car travel)
and almost 1% from the accommodation sector
Just 16% of affluent U.S. travelers rate eco-friendliness an important factor
Visits to Beijing have dropped by roughly 50% so far this year, which many
attribute to the citys notorious pollution
Vancouvers Green Capital campaign target to become worlds greenestcity by 2020
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18. Athletic Events
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18. Athletic Events
"Spectator sports" and "Participatory sports"
Major events shape the future of the place
Its about Legacy
The sports tourism economy: arrivals, revenues, investment, employment,skills development, environmental management, identity and unity
The target audience: amateur, collegiate, professional leagues and
associations
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19. OTA Power
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19. OTA Power
A recent study by Expedia Media Solutions found that travelers visit 38 sites
before booking a vacation
OTAs capture 47.2% of those web visits while DMOs receive just 6.4%
Younger travelers are more likely to use an OTA (65% < 55 affluent U.S.
households use OTA vs. 48% of 55+)
New York and San Francisco DMOs recently signed agreements with
Booking.com
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20. DMO vs DMMO
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20. DMO vs DMMO
A number of DMOs have started to consider transitioning to a DMMO Creating a suitable environment:
Planning and infrastructure
Human resources development
Product development
Technology and systems development Related industries
Procurement
Delivery on the ground:
Visitor quality of experience
Product start-ups Events development and management
Attractions development and management
Training and education
Business advice
Strategy, research and development
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For more information, please visit
resonanceco.com
Chris Fair
@crfair
(646) 413-8887
Richard Cutting-Miller
@rcuttingmiller
(646) 233-1383