2020 Tourism Trends as seen by Explore Marketing, LLC

As part of my plan to bring you 2020 Tourism trends for our industry, I reached out to others who are considered experts, and who work with others to stay up to date. This week I am featuring trends seen by my friend Stefan Merkl, of Explore Marketing, LLC. Stefan has worked at different positions in his career path, and is well known for his knowledge of international tourism to the U.S.  Stefan is originally from Germany, and hosts sales missions all over the world. Here are the trends he and his staff see for 2020 and beyond.

Stefan Merkl

Top Travel Trends for 2020

What do travelers want? That’s the question on everyone’s minds as we enter the new decade with 2020 vision. With more attention than ever before to sustainable tourism, lucrative opportunities exist for destinations that can deliver eco-conscious travel experiences. As for the world of group travel, it’s time to check-in and discover how travelers’ needs are changing. And if your destination or attraction isn’t Insta-ready in 2020, you’re missing out on a huge slice of the tourism pie. 

 

Green is Gold 

As travelers become more informed and environmentally aware, they will seek — some might say, demand — eco-friendly and responsible tourism experiences. Driven by concerns about climate change and growing social pressure to be seen to be eco-conscious, consumers have come to expect sustainable practices from tourism destinations and suppliers.

 

According to the Virtuoso® Luxe Report, there is also a growing demand from luxury travelers for remote, unspoiled, “untouristed” destinations. This represents a terrific opportunity, especially for smaller destinations with eco-credentials, to step into the spotlight. Take a look at California’s Borrego Springs — population 3,429 —, as an example. Completely surrounded by a state park, it’s the first and only California town to join the International Dark Sky Community. Dedicated to protecting the night sky from light pollution, the town’s tourism operators have turned this uncommon credential into a major destination drawcard.

 

Better Together 

The nature of group travel is changing, as like-minded people seek to travel together. Participants in so-called affinity groups might not know each other when researching and booking their tours, but with similar interests, they can feel confident they’ll find common ground while traveling together.

 

Themed itineraries focused on culinary, culture, health and wellness pursuits look set to soar in popularity in 2020. Destinations and suppliers with products that appeal to these niche markets should consider targeting these interest groups directly. Members are passionate about their interests, willing to spend on travel, and are often experts in their fields. Capture their attention with in-depth tours, specialist guides, behind-the-scenes access as well as local experiences/immersion.

 

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Are you Insta-ready?

We are living in the Insta-age and if your destination or attraction isn’t harnessing the power of Instagram, it runs the risk of being left behind. Over the past decade, social media has surged in popularity and now wields a powerful influence on travelers’ spending decisions. 

 

Travelers want terrific photo opportunities they’ll be sharing with (or showing off to) their followers via social media platforms, which in turn create buzz for the featured destinations. For millennial travelers, social media — in particular Instagram — is the go-to when researching places to go. 

 

Savvy operators curate locations and products that are Instagram-worthy so that modern travelers can get excited in advance. Food no longer has to just taste great, it also needs to look beautiful on the plate. Hotels are hiring design experts to ensure their rooms and public spaces photograph well. One photo of a bikini-clad Influencer on an overwater beach swing can send thousands of followers to the destination’s website. While this can negatively impact sustainability efforts and lead to overtourism in some places, it represents an enormous opportunity for smaller tourism businesses to get noticed on the world stage.

 

Off-season travel


For destinations that experience seasonal peaks, especially those which experience low visitation in the winter, it’s time to look into opportunities to target travelers from countries that don’t offer such experiences. For example, travelers from Asia Pacific fantasize about the beautiful and romantic winter scenery that they have only seen in the media. Destinations and suppliers can highlight the value of traveling during this time, unique off-season experiences and activities that can still be done during the off-season.

 

Looking to get a jump start on your 2020 business goals?

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