Trend watch: These three shifts are shaping the future of travel
Earlier this week, market research analyst Euromonitor International released its annual report on the “metatrends” shaping the future of travel at World Travel Market, the travel industry’s annual trade event at London ExCel. The report included insight across a number of shifts in market and consumer behaviour, notably from what’s been billed as “The Greta Effect” - heightened consumer awareness of the environmental impact of travel choices and the urgent need for businesses to become more responsible, to the many ways social media is changing how we research and book our holidays. Here are three of the shifts defined in the report that we predict will have a huge effect into 2020:
1. The industry is wising up to accessible travel
The number of hotels and travel businesses focusing on accessible travel is growing, largely driven by changing consumer demographics with a fifth of the world having access needs, including people with physical and mental disabilities as well as others with mobility needs - that includes seniors and babies. The regulation, tools and consumer attitudes are now in place to lead to a much-needed paradigm shift to deliver seamless travel experiences for all. Europe is leading the way, with countries such as Germany and the U.K. ahead in terms of offering inclusive tourism for all.
Case Notes: Eurostar — virtual reality guide for travellers with autism
The year, Eurostar launched a virtual guide to help travellers with autism spectrum disorder to give them certainty about each step of the journey. This helps them navigate, for example, the boarding gates, clearing security, boarding the train and during the journey onboard, preparing them for the sights and sounds they will experience. Eurostar also advises on the quietest times in the day to travel, after 14.00hrs Monday — Thursday, and before 14.00hrs on Sunday to help autistic people to manage the noise levels. Taking the stress out of the journey process will improve the travel experience and people’s wellbeing for all 11 million Eurostar travellers.
2. Super Apps are shaping consumer habits in Asia
“Super apps” are already a major phenomenon in Asia - the concept was originally pioneered by WeChat, which has over 1 billion monthly active users. This has now given rise to a handful of other super apps in the region — Meituan Dianping, Grab, Line and Gojek amongst others; all offering consumers multiple services integrated seamlessly with payments. These apps have transformed from their original roots of social messaging and mobility towards social commerce, generating new ways to research, discuss, book, pay for and share your travel plans all in one place. Could we see this type of centralised platform grow outside of Asia?
Case Notes: Meituan Dianping for seamless experiences
Chinese super app, Meituan Dianping, was formed from the merger of two companies, Meituan and Dianping, and moved into the online travel arena from its original focus of restaurant reviews and food delivery. Connecting users’ comprehensive travel needs across restaurants, hotels, activities and transportation, the company aims to build a one-stop lifestyle platform for Millennials and Gen Z, and already includes features from apps like Groupon, Deliveroo, Trip Advisor and Yelp!
3. Start-ups beginning to redefine tourism in Africa
Tourism in Africa is rapidly changing, from previously focusing on wealthy international travellers and high-end lodging, towards a people-driven cultural exchange that is all about sharing the continent’s beauty and diversity. This movement is strongly driven by entrepreneurs, start-ups and influencers that leverage the growing connectivity across Africa and internationally to communicate their ideas and set up businesses that not only disrupt the travel industry but also seek to change the narrative and common misconceptions around the continent.
Credit: Photo by Rich Fury/Getty Images
Case Notes: Tastemakers Africa — Africa Unlocked
Called the “sexy, dope way to experience Africa” by Fusion and heralded as an innovator by AFAR, Conde Nast Traveller, CNN, and more, Tastemakers Africa offers unique tours created and hosted by artists, chefs, musicians, makers and creative entrepreneurs in Africa. A peer to peer network, Tastemakers Africa allows travellers to book one-of-a-kind tours, group trips and activities hosted by locals in Accra, Cape Town, Dakar, Johannesburg and beyond, while building community, fuelling passions, and creating sustainable change.
The full Euromonitor trend report “Megatrends Shaping the Future of Travel: 2019 Edition” can be downloaded for free here.