With the Easter weekend upon us and May bank holidays just around the corner, visitor destinations are preparing for a busy period which for some is the start of peak season.
Our recent publication Spotlight: Tourism, leisure and events market illustrates how the wedding, holiday accommodation and visitor attraction sectors are dynamic and evolving, presenting both opportunities and challenges for the industry. Top performing operators offer truly authentic experiences, green credentials and wellness options.
Here’s a closer look into the trends shaping the tourism, leisure and events industry.
Travellers are seeking a holiday experience that is authentic and unique. Especially among Generation Z, whose daily lives are heavily digitised, the desire for immersive and organic experiences is stronger than ever.
For some, this may be visiting a remote location with no internet connection to unplug from technology and social media. Others may choose to engage in more local experiences, rather than the more conventional sight-seeing, to immerse themselves in a new place and enjoy a culture-rich holiday.
Increased awareness of our environmental impact has fuelled an interest in sustainable accommodation and environmentally friendly travel. Research by Booking.com highlights that 53% of travellers seek accommodation that has a “wow-factor sustainability innovation”.
Sustainable tourism brings significant benefits to rural areas, boosting the economy by supporting local businesses and creating jobs through spending on accommodation, food, transport and activities. Additionally, sustainable and eco-tourism helps preserve the surrounding environment and wildlife in the area.
With no surprise, travellers are seeking holidays that are restful and relaxing. Wellbeing has become a top priority in UK consumers’ daily routines and for holiday choices. A report by McKinsey finds that 73% of UK consumers consider wellness a top priority in their everyday lives, while an analysis by YouGov showed that 70% of Brits consider relaxation and wellness to be the primary goal on holiday.
Wellness is an expanding market, with accommodation offering everything from wild swimming pools and saunas, to fitness centres and plenty of outdoor space. These kinds of features are now determining where travellers are drawn to when choosing a destination.
Social media and technology have become incredibly influential for holiday inspiration, especially among younger generations. While travellers may be looking for a holiday which allows them to unplug from social media, it can help in the planning stages of a trip to scroll through Instagram for local must-sees or foodie hotspots.
Social media can inspire where to go on holiday, showcasing destinations which someone new to the area may have been unfamiliar with. Similarly, AI can be useful in planning. According to ABTA, roughly 4% of people use AI to generate holiday destination ideas or even a planned itinerary of activities upon arrival.
Amid rising costs of living, travellers are looking to be more cost-conscious, while still enjoying the high quality, authentic and unique experience they desire. Operators and tourists alike are thinking about how they can package items together to save costs. For example, accommodations often partner with local attractions to deliver discount tickets and increase the number of attendees.
While managing costs, consumers want to maintain a high-quality holiday. For many, this means taking a shorter trip, staying a night or two less, yet keeping their holiday up to their desired standards.
As the industry evolves, travellers are embracing destinations that prioritise authenticity, sustainability and wellness. As well as embracing these trends, tourism enterprises must provide value for money, leverage technology and use targeted marketing and social media platforms to stay competitive.
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