Which trends will be shaping travel itineraries in the year to come? That’s exactly what the British Tourism & Travel Show asked a few of its regular visitors.
While their responses were varied – they all agree that experience-driven tourism and travel will be even bigger in 2020 (making a visit to British Tourism & Travel Show even more essential!).
Value for money & unique inclusions
Andy Callingham, director of product development & supplier relations at Albatross Group:
I feel that we will see confidence returning, following the General Election and with Brexit finally being competed (hopefully!). There remains a number of unknowns, so this may still take some time, and comes with a level of caution but I anticipate that domestic travel will see some growth. Customers will continue to look for value-for-money packages, with tours including unique inclusions / different experiences and events being sought after. Though challenges remain, with demand exceeding supply and substantial price increases in certain regions.
Authentic experiences
Lucy Osborne, UK & Ireland Holidays Manager at Shearings:
I believe that in 2020 the desire for authentic and unique experiences will continue to grow in the domestic market. We have definitely noticed that just because our customers fall into the ‘mature’ market segment, it doesn’t mean they don’t want that adrenalin rush or an opportunity to do something a little different. As result we have created new UK ‘Experience Breaks’ and for 2020 we have tours that include experiences such as hot air ballooning over the Sussex countryside, whale watching on Scotland’s west coast or braving the Velocity2 zip wire at Zipworld in Snowdonia.
In addition, the desire to explore more and get to know a destination by immersing yourself into the heart of it is another key area of opportunity. We have created new self-guided walking breaks that offer everything from light ambles to more challenging options; such as Ben Nevis in Scotland, Mount Snowdon in Wales, Helvellyn in the Lake District, Bedruthen Steps in Newquay and the Sandown to Ryde coastal walk on the Isle of Wight.
We also expect to see further growth in the solo travel market, as demand continues to rise and we now have dedicated ‘solo exclusive’ tours available in the UK.
Greater personalisation
Sarah Hill, senior product manager at SpaBreaks.com:
The big thing that we’re noticing in terms of spa trends is a move towards greater personalisation of spa experiences. People are really looking to invest more in their health and wellbeing. Where once the day was by far the most popular amount of time to spend at a spa, increasingly there is demand for two and three night spa breaks with longer treatments.
While spa breaks with a partner are still extremely popular, spas are definitely somewhere that people are choosing to combine wellbeing with quality time with small groups of friends between around three to five people. They’re especially popular for celebrations such as refined hen parties and baby showers.
That said, we have also noticed an increase in demand for solo travellers, and at Spabreaks.com we have been really championing the needs of the individual. In the last six months, more than 3,000 single travellers have booked overnight spa breaks with us. A further 1,500 enquiries in that timeframe have said that they would have booked if they had been able to avoid single supplements, and that’s something we have been championing along with other benefits dedicated to solo travellers.
Staycations & spending on the rise
Jen Dubasov, head of business development — Hotels at Travelzoo:
Our recent annual member survey shows that holiday makers are more optimistic about the economy in 2020, and this should in turn lead to more people booking short breaks and holidays after a few years of uncertainty in the market.
At Travelzoo we are seeing a real upward trend in spending more in destination when the travel and accommodation was booked on a deal. Members are citing they are 3.5 times more likely to spend more on their trip – which bodes well for local experience, F&B and spa brands. There’s a real opportunity for staycations too – one in five say they are more likely to holiday in the UK this year rather than head to Europe.
Solo travellers
Deirdre Brown, owner of Deirdre Brown Travel:
My clients are looking for quality hotels, and to be treated as individuals, with a friendly welcome, and little extras provided.
Attractions with a difference, often with the owner showing us around, are popular.
Solo holidays/travel is definitely a growing market. But one where we sometimes struggle to find the right hotels in the right areas. Main stay hotels need to consider more single rooms, with small supplements or none at all. I’d also like to see more of them offering doubles as singles at an affordable supplement. There are often more single travellers, than couples, now – especially once our customers get to a certain age…
Last minute mystery breaks is another growing trend (but last minute group reductions aren’t always available!).
Travel experiences
Jo Porter, owner & director at Sound Escapes UK:
As a tour operator that specialises in performance tours for music ensembles, there is certainly a demand from both incoming and domestic groups for travel experiences within the UK that focus on the wealth of music, performing arts and festivals on offer here, combined with the heritage, historic locations and visits to stunning rural locations off the beaten track.
Choirs, in particular, are keen to travel for both performance and social purposes. Whether it be for a weekend break to popular destinations, including Cambridge, Bristol and the Isle of Wight. Or longer breaks to Scotland, with Stirling and Edinburgh being the preferred destinations of choice for 2020.
Do you have anything you’d like to add? Please let us know!
Email Emma at ejones@divcom.co.uk – and we’ll try to include your comments in a follow-up post.
If you haven’t already, don’t forget to register for British Tourism & Travel Show, taking place at the NEC Birmingham on 22-23 October.
