Contents

EXPERIENCES

- Experiences not things 8

- Our top travel experiences for 2018 9

BOOKING TRENDS

- How are consumers booking? 18

- Who is booking tours & activities online? 20

- When are bookings being made? 22

- The power of reviews 23

MARKETS: Generational

- Millennials and Generation Z 26

- Generation X 31

- Baby Boomers 34
MARKETS: Geographical

- The Indian market and tips to reach it 39

- The Arabic market 45

- The maturing Chinese market 48

MARKETS: In the spotlight

- Solo female travel 54

- LGBTQ tourism 60

NOW AND GOING FORWARDS

- The sharing economy 67

- Sustainable tourism 72

- On the future of sustainable travel 83

- Using tourism to empower women in Tanzania 86

 Authors

Lucy Fuggle | @lrfuggle | lucyfuggle.com

Lucy Fuggle is Head of Content at

TrekkSoft. She tries to read a book a week,
travel solo every month, and write about
the mountains and her adventures.

Nicole Kow | @queenkow | nexttrainout.com

Nicole Kow has been travelling and

working for TrekkSoft since 2015. She
enjoys long hikes, YouTube beauty videos
and a cold brew coffee on a hot day.

Sara Burkhard | @SarainKingdom | saranapierwriter.com

Sara Burkhard is a writer from the

American West Coast. In recent years,
she's written for companies like Hipmunk,
iTourMobile and Mylikes.

Barbra Silva | @_mebarbra | barbra.co

Barbra is not a writer - she’s our Brazilian

designer with more than 5 years
experience in digital design space. She is
the proud owner of an adorable dog.
Introduction
Here at TrekkSoft, we’re focused on tours and activities:
the experiences at the heart of why we travel. With our
booking software, we provide tour and activity companies
with the tools they need to sell, manage and grow most
effectively. And with our content, we help industry
professionals to stay updated with the current travel
landscape and know where it’s heading.

By understanding the coming year’s trends, travel

professionals can make strategic choices to double down
on strengths and pivot towards rising markets and booking
channels.

Following the success we’ve had with our 2017 Trend

Report, we’ve put together a more comprehensive and
extensive report for 2018. We’ve tried to write the report
on travel that we want to read, and draw on some of our
own research to provide you with new insights and
opinions. We’ve also gained original insights from many of
our TrekkSoft customers as well as industry experts.

As with all of our content and resources, we hope it

delivers.
By Lucy Fuggle, Nicole Kow and Sara Burkhard

6
Experiences not things

Top travel experiences for 2018

Experiences not things
By Lucy Fuggle

In a 2014 paper brilliantly titled “Waiting for Merlot”, psychologists

Amit Kumar, Thomas Gilovich and Matthew Killingsworth show how
experiential purchases (money spent on doing) tend to provide
more enduring happiness than material purchases (money spent on
having).1

No surprise: experiential purchases make us

happier for longer than material purchases.

Yet there are also differences in how we feel before an experiential

or material purchase. People report being mostly frustrated before
the planned purchase of a thing, but mostly happy before they
bought an experience – like a trip or an activity.

The best travel brands are putting experiences and the joy we
receive from them at the forefront of their marketing. This is
especially the case for destination marketing organisations, 56% of
which consider experiences to be “a vital part” of their
destination marketing, according to TrekkSoft research. Only 7%
consider experiences to be “somewhat important”.2

8
Top travel experiences
for 2018
By Lucy Fuggle

To give you an idea of what’s trending in travel, we’ve sifted through

the most-booked tours and activities via TrekkSoft. Here are the
types of experiences we expect to drive most bookings in 2018.

#1 Recharging deep in nature

Sometimes we just want to get out of the office, put down our
devices, and reconnect with nature’s calm and beauty. Taking a
forest tour through the Can Gio UNESCO Biosphere Reserve, 40km
outside of Ho Chi Minh City and alive with monkeys, crocodiles, and
captivating colours, is one way to breathe more deeply. And if you’re
travelling responsibly, all the better.

Our guests are looking for an authentic river

experience. They want to get off the beaten track with

“”
an expert tour guide, a small group, and with safety
and quality first.
- Les Rives - Authentic River Experiences
@lesrivesvietnam | lesrivesexperience.com

9
 -2018-
Travel
Experiences Trends
Report

#2 The one-off experience you can’t get elsewhere

Swimming with pigs in the Bahamas? This is the kind of experience

that turns heads when you come home and start talking – and you
will struggle to find it anywhere else.

“”
Travel is about the people we meet. It's about who we are
and what we want to do. Is it food experiences? Active
outdoor pursuits? Experiencing different cultures? Travel
is about what you do and who you experience it with.

Olan O’Sullivan
COO of TrekkSoft
10
 -2018-
Travel
Experiences Trends
Report

#3 A walking tour in a cultural capital

The free walking tour concept has boomed in recent years. It’s one
of the best ways to see a city through the eyes of a local, as the
leading free walking tour provider, SANDEMANs NEW Europe,
knows well. They ensure that every guide is a local expert who
represents their unique style of “infotainment”, mixing history and
the guide’s own style of charismatic storytelling.

11
 -2018-
Travel
Experiences Trends
Report

#4 Sustainable adventure travel

Kristian Jørgensen, CEO of Fjord Norway, the official tourism board

of Western Norway, shared how the region has “exploded over the
last ten years”, with growth every single year. As one of the world’s
adventure hotspots, their most important conversation now is
sustainability. For travellers looking for a responsible destination,
the commitment of Norway’s Fjord region makes it a strong choice.

For me, technology is not just a marketing and sales tool,

it’s also a regional development tool. We need to ensure
we develop a region that is sustainable for the future and
the people living here. We cannot turn our industry into

“”
an industry that nobody wants to touch. Now that 110+ of
our suppliers use TrekkSoft, we can develop and control
our destination in a better way and not just hammer
growth into the summer months.

Kristian Jørgensen
CEO of Fjord Norway

12
 -2018-
Travel
Experiences Trends
Report

#5 A slightly crazy story to take home

Some travellers want to relax on sandy beaches, others can’t resist

the allure of three days touring ice caves in Iceland. GOECCO invites
guests to “the real Iceland… the serene, the thunderous, the quaint,
and the surreal”. Especially popular with 24-35 year olds, GOECCO
knows their market and how to deliver what they’re looking for –
and more. With 769 reviews, their TripAdvisor rating is a solid 5.0.

“”
Our guests are looking for adventure, getting the local
experience, and small group tours. They’re travellers, not
tourists.

GOECCO - Iceland tours

@goecco | goecco.com

13
 -2018-
Travel
Experiences Trends
Report

#6 Really getting to know a country and its culture

There’s much to be said for solo wandering, but it’s hard to learn
more about a place’s culture and heritage than from a guided tour.
One of Switzerland’s leading tour providers, Best of Switzerland,
shows the diverse appeal of tours that share the “best of” a region.
Christian Landis, General Manager, shared with us how depending
on season, you might see young honeymooning couples, families,
solo travelers, guests on business trips, to so-called “golden agers”
on one of their tours.

Usually, our guests are seeking the “must dos” in

Switzerland. Our customer base is 40% Asian with the
biggest group from India (25%), almost 30% from the US,
10% GCC, 10% from Australia/NZ, 8% from Latin America,

“”
and 8% from Europe.

People come to us for stunning nature and to enjoy seeing

must-dos that they can go back and tell their friends
about. There are of course many other reasons too. Some
come for the shopping, others want a more educational
tour and others want some serious adventure… There
really is a bit of everything!

Best of Switzerland Tours

switzerland-tours.ch

14
 -2018-
Travel
Experiences Trends
Report

#7 Thrills in a stunning location

Paragliding in Interlaken, Switzerland, the beating adventure heart

of Europe? It’s worthy of every bucket list. You can stop by the
TrekkSoft office and say hi too.

“”
Travel providers need to remember that at the heart
of guest experience is the experience part.

Jon Fauver
Co-founder of TrekkSoft

As the Guardian neatly sums up, we keep searching for new

experiences: "There is science behind it, but it’s also very simple:
regardless of political uncertainty, austerity and inflation, we are
spending more on doing stuff, choosing instead to cut back on
buying stuff".3

15
How are consumers booking?

Who is booking tours & activities online?

When are bookings being made?

The power of reviews

How are consumers
booking?
By Lucy Fuggle

Most bookings are made directly on company websites

of tour and activity bookings

82% processed by TrekkSoft take place on

a company’s website or mobile app.

13% of TrekkSoft bookings happen via agents. The remaining

5% are via marketplaces and point of sale, such as through
the TrekkSoft Point of Sale Desk or Mobile App.4

Use of online travel agents is growing

Although OTAs like Viator and Expedia drive just 4% of all

tour and activity bookings according to separate TrekkSoft
and Phocuswright data, this is growing. Phocuswright
predicts that the market share of OTAs will double by 2020.5

Suppliers using TrekkSoft get most bookings through Viator,

which drives 87% of marketplace bookings. The next biggest
channel is Expedia, with 13% of marketplace bookings.

18
 -2018-
Travel
How are consumers booking? Trend
Report

Desktop vs mobile

With online tours and attractions gross bookings expected by

Phocuswright to increase from $9B in 2015 to $21B in 2020,
most of those online options will be mobile-optimized.5

More people are staying on mobile to book instead of device

switching, says Google. After researching on their smartphone,
79% of mobile travellers in 2017 completed a booking. That is
significantly higher than the 70% who did so in 2016. 6

For tours and activities, the proportion of bookings completed

on mobile is lower, but it’s growing year-on-year.

49% of direct online bookings are now on

mobile, compared to 31% in 2016.4

Dave O’Kelly, CEO of SANDEMANs NEW Europe:

“Over 50% of our bookings are taken on mobile and typically

within the two weeks pre-arrival into the destination. That
provides a whole wealth of opportunities for us… We can
facilitate easier, more exciting, and more interesting
interactions pre-trip, during a trip and post-trip and own as
much of the guest experience as possible”.

19
Who is booking tours
& activities online?
By Lucy Fuggle

Gender & booking online

For some time, we’ve known that women are researching and
booking the majority of holidays. Our data shows that this also
applies to tours and activities. 64% of bookings processed via
TrekkSoft are made by women.

Data: Gender of customers booking via TrekkSoft, Q4 2016 - Q3 2017

20
 -2018-
Travel
Who is booking tours & activities online? Trends
Report

Age & booking online

69% of consumers who book a tour or activity via TrekkSoft are

aged 34 or younger. Within this age range, the majority of
bookings are made by 25 to 34 year-olds.

The smallest proportion of bookings are from older generations

- just 8% of our bookings come from customers aged 45 to 54,
and 7% are aged 55 and above.

Data: Age of customers booking via TrekkSoft, Q4 2016 - Q3 2017

21
When are bookings
being made?
By Lucy Fuggle

59% of travellers begin researching their next trip between one

and three months before departure, says TripAdvisor.7

Yet data from Phocuswright shows how 38% of tour and activity
bookings are happening on the same day or up to two days
before the activity. Many of these bookings take place
in-destination, while consumers are already travelling. Only 19%
of these activities were booked more than a month in advance.5

We tend to break our travel planning and booking into chunks;

we’re often booking a flight in advance and leaving room for
last-minute additions, like a tour or activity, when we’re in a
destination. We know what needs advance planning and what
we can leave as a spontaneous choice for later.

Travel providers need to allow for both planning and

spontaneity. For that, you need an online booking system like
TrekkSoft that updates in real-time and has no restrictions on
when bookings can be accepted.

22
The power of reviews
By Lucy Fuggle

Tourism companies need to consciously manage their

reputation online – guests can and will find everything.

No surprises here: 9 out of 10 travellers think that reading

online reviews is important. When it comes to tours and
activities, most important are tour & activity reviews on third
party sites, which 95% of travellers trust according to Stride
Travel8.

Of the tour and activity companies using TrekkSoft as their

booking software, the top twenty by revenue have an average
TripAdvisor ranking of 4.81. 60% of these travel providers have
a flawless 5.0 ranking, and the median number of reviews per
company is 966.

A good TripAdvisor ranking is the industry’s least hidden key to

access – but it’s not a quick fix. It takes unwavering dedication to
quality and excellence across the entire business at every stage
of the travel customer journey: before, during and after the
activity.

4.81
is the average TripAdvisor ranking of the
twenty most successful companies
using TrekkSoft.

23
Millennials and Generation Z

Generation X

Baby Boomers
Millennials
and Generation Z
By Sara Burkhard

Last year, we talked about how Millennials are coming into their
own. As the largest living generation at the moment, they have
gotten their fair share of focus from the tourism industry and any
other that wants to buy into their attention.

Millennials remain the largest living generation in the United

States and account for one-third of the current working force.9

They are spending on average $1,130 less on travel than their

elders.10

When surveying Millennials in the U.S., U.K., and China, Airbnb

revealed that most prioritized travel over purchasing a home,
getting a car, or paying off debt.11

In that same survey, travel was also prioritized in China and the
U.K. when it came to what Millennials put their savings towards.
All three groups stated that their focus is local and personalized
travel with at least 80% of each group saying the best way to
learn about a place is to live like a local.

26
 -2018-
Travel
Millennials and Generation Z Trends
Report

Most Millennial travelers are looking for:

● Services that are easy to find and book.

● Make sure your services are well-represented on review sites
such as TripAdvisor. In a survey by Stride Travel in 2016, it was
revealed that 95% of travelers are more likely to trust reviews
on a third-party site than on a destination or tour operator’s
site.8

Why it's important

At last estimate, these 22 to 31-year-olds are worth around $200

billion. In the annual study by Allied Market Research in 2016, it
was estimated that by 2022, online travel will be worth $1,091
billion.12 That’s not a figure to take lightly.

By 2025, Millennials will comprise three quarters of the global

workforce, which will bring them into a new era of spending
power.13

27
 -2018-
Travel
Millennials and Generation Z Trends
Report

Since the majority of Millennials are avid

Operators who smartphone users, this means that you
need to have a website that is both
want to attract
attractive and functional. Millennial
Millennial travelers customers should be able to learn about
should your offers and then purchase once they’ve
come to the decision the easiest way
possible.

Further reading

● MNI Targeted Media: 2017 Travel Industry Factbook

● Travel by Generation
● Marketing to Millennials - May 2016
● Join a FREE email course and learn how to improve your
website’s booking experience

28
 -2018-
Travel
Millennials and Generation Z Trends
Report

Changes and predictions (A star on the rise – Generation Z)

With all eyes on Millennials, the next generation is already buying in.
Generation Z (those born between 1996 and 2010) is gearing up to
take its share of the market. With the oldest in that group starting to
collect their diplomas this year, prepare to see what they bring to
the table. As early adopters to social media and technologies that
some companies are still dragging their feet over, these are the kids
who will be showing up for your tours and activities as they take
their first holidays into adulthood.

According to the Digital Tourism Think Tank (DTTT), they are a

quarter of the population and in two years, they could account for
40% of consumers.14

“”
“Gen Z also approach social media in a different way compared with the
previous generation. They give high value to privacy and prefer apps like
Snapchat and Whisper. Even more interesting is the fact that 25% of this
generation abandoned Facebook in 2014. This is because Gen Z spend most
of their time looking for content on social media instead of social networking.
Also, apps like Youtube and Instagram are the most preferred ones. We are in
front of a generation that doesn't only share things, but creates things. Gen Z
can be defined as ‘curators’, they want to contribute to the conversation and
be part of it.”

Digital Tourism Think Tank

29
 -2018-
Travel
Millennials and Generation Z Trends
Report

Author’s Note

There has been a lot of buzz around Millennials and their spending
power right now. Despite the new hipster packaging, this is nothing
new. The focus on "young money" has been at its peak since the
Golden Age of Advertising. As a Millennial who’s coming into her
own, I can admit to feeling a bit flattered (though intimidated) by the
thought that my generation can change the atmosphere of an entire
industry. But that’s why I should also go on record to say that as
nice as it is to have WiFi and coffee pretty much everywhere I go, it’s
unrealistic and unsettling to see so much focus on the 22 to 30s
crowd, that every other traveler seems to have the backseat. The
beauty of travel is that it is for everyone. All abilities, all age
groups, all backgrounds. If you want to attract Millennials, show us
you value all of your customers and that you see them as people,
not just the chance to grab at Millennial money.

Authenticity will keep business going in a time when everyone’s

trying so hard to be cool.

30
Generation X
By Sara Burkhard

Along with Generation Z, Generation X (those born between

1965-1980) is currently sharing the spot for the third-largest
generation. Notoriously overlooked, Gen Xers remain a
demographic that has stayed out of the spotlight a fair amount. This
could mean trouble for tour and activity providers who are looking
to increase their revenue, as Gen Xers tend to have the most
buying power and financial freedom of any generation right
now.

According to Millward Brown in their survey of China, Germany

and the US, 68% of Gen Xers are the chief shopper when it
comes to big purchases such as travel and activities.15

83% are working full-time or part time and currently spend the
most money on travel compared to their younger or older
counterparts. On average, they will spend $627 during each day
of travel.

61% of American Gen Xers have children at home, meaning that

family life is very much a priority.16 The timing of their travel
plans typically lines up with the school year. To this bunch,
vacations and multigenerational travel are still very important.

31
 -2018-
Travel
Generation X Trends
Report

Most Gen Xers are looking for:

● The ability to relax and unwind.

● Family or group-focused options.
● The option to work while on vacation.
● Uncomplicated travel. Xers are less likely to look for help from
a travel agent, but far more likely to look for a nicer hotel,
amenities, and plan their trips further ahead.

Why it's important

Millennials are predicted to have the most buying power within

the next five years, but Generation X is still the reigning big
spender when it comes to travel. This could be due to more
family-focused travel or relaxation trips that come with a few
more amenities. Regardless of the reason, it’s important to
remember that with so much focus on Millennials right now, you
may be missing out on some of your best customers.

32
 -2018-
Travel
Generation X Trends
Report

Make sure your offers are presented clearly and

can be easily purchased.

Ensure that you can accommodate all travelers

that a Gen Xer might be traveling with.
Operators who
Be online. Make no mistake, Generation X can be
want to attract
credited for many of the advancements in
Gen Xers technology and communications we enjoy today.
should Wikipedia, Google and Amazon are just some of
the generation’s impressive contributions to
society so it’s an understatement to say they’ll be
looking online and making informed decisions
about which activity is right for them.

Further reading

● Profile of Generation X travelers

● Catalyst Generations Demographic Trends
● How to sell to Generation X Travelers

33
Baby Boomers
By Sara Burkhard

What can we say about the seniors crowd? For starters, you may
have caught on that the term “senior citizen” might not make your
grandma very happy. The fact is that “old age” just isn’t as old
anymore. Studies show we’re living longer, retiring later, and
healthy enough to trade in Tuesday night bingo at the rec center for
more active social plans.

For industry experts, it will come as no surprise that we can expect

Baby Boomers to enjoy just as much leisure travel as anticipated in
2016 and 2017.

While much of that data has stayed the same, according to AARP’s
summary in 2017, some of the behaviors are blending in with other
age groups. For example, even though there was a lot of travel
expected in 2017, nearly 85% of these trips weren’t booked until the
last minute.17 With online and mobile booking, it’s now easier than
ever to book activities and accommodations within days of
departure.

34
 -2018-
Travel
Baby Boomers Trends
Report

Most Baby Boomers are looking for:

● 57% of Boomers travel to spend time with loved ones.17

● 39% take trips to step outside of their everyday life (similar to
findings from the 2016 AARP Travel Research data17)
● Unlike in previous years, only 38% of those surveyed are
taking trips to relax and rejuvenate.17

Why it's important

The data from these surveys would suggest that Boomers (who
have been long been given the reputation of wanting to relax)
are actually looking for more adventure than Gen Xers. As
referenced in the previous chapter, the 30s to 50s crowd is
looking for the most rest and relaxation while the 65+ folks are
wanting to socialize and carve out some time for adventure.

35
 -2018-
Travel
Baby Boomers Trends
Report

Changes and predictions

Some of the changes we’ve observed since the 2016-2017 data is

that seniors are beginning to shift away from the traditional
relaxation vacations we’ve long associated with the age group.

Now is not the time to worry about whether or not this generation
can keep up. Remember, your customers wouldn’t book your tour
or activity if they didn’t want the experience. This applies to every
age group and ability level. Sensible modifications and assistance
should always be made available, but you don’t need to completely
change your itinerary.

This only goes to show that the adage stands true, especially in
adventure travel – it just gets better with age!

36
 -2018-
Travel
Baby Boomers Trends
Report

Avoid being patronizing to your senior

customers. If they are looking into adventure
activities, they are most likely feeling fit enough
to engage with the experience.
Operators who
For many people who are 65+, traditional
want to attract
communication channels are still quite effective.
Baby Boomers Brochures, newspaper advertising, and local
should radio ads can still grab the attention of this
generation.

In your promotions, the most important thing to

do is find the balance between the two extremes
of online and offline.

Further reading

● AARP Travel Research: 2017 Travel Trends

● How to adapt your tours and activities for Baby Boomers
● Living Longer in Good Health

37
The Indian market

The Arabic market

The maturing Chinese market

The Indian market
With insider tips from Andrea Schneider from
Tourism Interlaken
By Nicole Kow

“India is home to 1.32 billion people and more than 60% of

them who visit Switzerland are under 35 years old. There are
plenty of opportunities and potential for long term growth in
this market. Even 1% of the market is a lot of. If 1 out of 3 of
them travel to Interlaken, that too is a huge opportunity for us”
said Andrea Schneider, Director of Marketing and Market
Manager for India at Tourism Interlaken.

“Growth in outbound travel is directly linked to economic

growth. Indians are creative people which has fueled
tremendous growth over the last few years. More Indians can
now afford to travel abroad.”

India’s Ministry of Tourism reported an 11.4% growth in

international departures, from 18.3 million in 2014 to 20.4
million in 2015. In 2016, there was a 7.3% growth, where a total
of 21.9 million travellers left to explore the world. The UNWTO
expects this number to grow to 50 million in the next three
years.18

39
 -2018-
Travel
The Indian market and insider tips Trends
Report

Indians have also become important source markets for many

countries including Singapore and Australia due to their large
spending power. In 2015, Indian travellers spent a total of $15.9
billion on outbound travel and this is predicted to more than
double to $40.7 billion by 2025.19

Top travel destinations for Indians include Switzerland, USA,

France, UK, Hong Kong, Australia and Germany.

Four types of Indian travellers

Group travellers

Group travellers often consist of first-time explorers. Their

entire vacation programme is pre-planned and booked ahead of
time. For operators hoping to capture this market, Andrea notes
that it is rather difficult since they only have 2 to 3 hours of free
time per destination.

Frequent Individual Travellers (FIT)

They are experienced travellers who prefer to create their own

itineraries. They tend to research and learn about a destination
online, and book offline with a travel agent. Since this behaviour
shows no signs of changing anytime soon, Andrea advises
operators who want to reach these customers to work with local
travel agents.

40
 -2018-
Travel
The Indian market and insider tips Trends
Report

“”
“Indian travel agents face tough competition so they try differentiating
themselves by asking operators for insider tips and advice to pass on to
guests. It helps travel agents to maintain and build their reputation”

Andrea Schneider

Meeting, Incentives, Conferences and Exhibitions (MICE)

travellers

“In India, multinational companies are working hard to keep

their employees satisfied to prevent them from job switching. A
trip abroad to Switzerland is a good way to incentivise and
reward employees.”

Companies plan more trips abroad, both in the low and peak
seasons. For them, sticking to their budget is important so
they’re more likely to work with an operator who offers the best
deal. When booking and arranging these trips, companies will
work with a trusted travel agent who liaises with a DMO or an
operator in their existing network.

Visiting Friends and Relatives (VFR)

Argued as the market with the lowest travel budget, these

travellers spend the longest time abroad, often up to 3 or 4
weeks. They commonly travel to North America, the UK and
Australia to visit loved ones.

41

41
 -2018-
Tourism
Travel
The Indian market and insider tips Trends
Trend
Report

Booking behaviour

Most bookings still happen offline. Long haul travel purchases

are usually made with established travel agents. Other booking
channels include OTAs like India’s homegrown Make My Trip
(which takes up 45% of India’s OTA share), Yatra, and Expedia.

Almost 50% of travellers plan a trip 1 to 3 months ahead and

book flights and accommodation a mere 8 - 30 days in advance,
according to the Pacific Travel Association. They’re heavily
influenced by their friends and family who currently live in or
have previously visited the destination.20

Social media also plays a big role and influences travel purchase
decisions before the trip, allows travellers to share moments
during the trip, and facilitates discussions and
recommendations to peers after the trip.

42
 -2018-
Tourism
Travel
The Indian market and insider tips Trends
Trend
Report

What they’re looking for

While on holiday, Indian travellers want to learn about new

cultures and spend quality time with their families. “The idea of
family and community is very strong in the Indian culture,” said
Andrea, “but it doesn’t mean that the family dynamic isn’t
flexible.”

“While younger travellers like Millennials prefer more

adventurous and active excursions, the older generations prefer
a more relaxed holiday. They’re happy to split up into smaller
groups to explore a destination according to their interests.”

Indian travellers also really enjoy shopping while on holiday

because they have access to goods that are not available at
home.

Build your word of mouth. Positive

reviews from your customers can really
Operators who drive bookings. Online, remember to

want to attract ask for a review after a trip and send an

email reminder to customers with links
this market
to all your review sites. Offline,
should incentivise customers to talk about your
brand by giving them discount codes to
share with friends and family.

43

43
 -2018-
Tourism
Travel
The Indian market and insider tips Trends
Trend
Report

Other things to keep in mind

● Majority of Indians are vegetarians.

● Sharing their travel experience online is important so make
sure that WiFi is available.
● They tend to change their travel plans at the last minute so
be flexible to accommodate changing needs.
● While Indian travellers are open minded and love trying
new cuisines, they too will crave Indian food on long haul
trips.
● Travel visas remain the barrier to travel.

“One thing that still remains a challenge is educating Indian travel

agents about Switzerland. How do you sell a destination you’ve
never been to? With the internet, this is getting easier because we
can conduct workshops online, share movies and pictures to give

“”
local agents a better understanding of the destination. At the end
of the day, our goal is to appeal to the younger market with more
adventurous and active programmes and to move away from the
typical mountain excursions.”

Andrea Schneider
Director of Marketing and Market Manager at
Tourism Interlaken

44

44
The Arabic market
By Sara Burkhard

While there has been a major focus on the Chinese travel market in
recent years, a market that is just as influential has been the
growing Arabic market. Experts estimate its growth will be more
than 50% between 2000 and 2020. The U.S. travel industry is
forecast to grow to $284.5 billion by 2020.

Leisure travel is king in the region. With some 77.4% of tourism

being associated with leisure travel, the spending is expected to
grow to AED 191.5 billion by 2027.21

Unsurprisingly, business travel is predicted to fall below its

22.6% through 2020.21 In other words, “bleisure” travel is far
from being the buzzword of the region.

The region’s inbound tourism is also growing. The total amount

of international guests in Dubai alone, went from 8.40 million in
2016 to 9.20 million in 2017.22

45
 -2018-
Travel
Arabic market Trends
Report

The tourism industry generated 317,500 jobs in the region in 2016

and nearly 325,000 in 2017. This has come in the form of hotels,
travel agencies, tours, and transportation.

The long-term growth estimate between 2017 to 2027 for UAE's

tourism contribution to the GDP is 4.9%, according to The World
Travel & Tourism Council, 21 while the world’s percentage estimate is
currently 3.9%.23

Why it's important

The current estimate by the World Travel & Tourism Council

(WTTC) says that by 2027, tourism could count for more than
400,000 jobs in the United Arab Emirates.21 With so many jobs
being created, it’s brought in a further boost to the economy and
made locals feel quite comfortable with travel.

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Travel
Arabic market Trends
Report

A vacation. These travelers looking out for

Most Arabic the perfect cafes to sip coffee from and a
outbound travelers quick hour-long tour of the city. They want
to own the experience and be fully present
are looking for:
in the moment with their trips.

Further reading

● Travel & Tourism Economic Impact 2017 United Arab Emirates

● World Tourism Organization Database

47
The maturing Chinese
market
By Nicole Kow

From 2017 to 2022, Euromonitor International predicts continued

growth of 8.4% in the number of Chinese outbound travellers,
reaching a whopping 128 million outbound trips by 2022. 24 With a
growing middle class, researchers also expect China to be one of
the largest contributors to the tourism sector in the coming years.

2018 will be the EU-China Tourism Year where the European

Commission and the European Tourism Commission will work
closely with China National Tourism Administration to promote
European destinations to Chinese travellers.

This partnership will strengthen ties between Europe and China (a

smart move considering South Korea’s sharp decline in Chinese
visitors when the Chinese government imposed a travel ban on the
country due to political tensions), and aims to make it easier for
Chinese travellers to explore Europe by increasing the number of
connecting flights and improving visa application processes.

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Travel
The maturing Chinese market Trends
Report

As it becomes easier for the Chinese to travel to Europe, the

industry will see more repeat visitors. This a great opportunity for
tour and activity operators because these visitors are already
familiar with the local culture and language, know what to expect
and know what is expected of them.

It’s now up to industry professionals to acknowledge the evolution

in travel preferences and to create tours and activities that will
appeal to a more well-travelled market.

Chinese travellers want to experience local culture

Like their Western counterparts, experienced Chinese travellers are

interested in learning about the local culture and way of life. If that
involves a hike into the mountains, a visit to the Saturday fish
market, or a day out picking strawberries, these travellers will
embrace local culture with open arms. They too want an authentic
travel experience.

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Report

The Free and Independent traveller (FIT)

Today, there’s more information online about travel than ever

before. Add to that the fact that online booking makes it easy for
travellers to create their own itinerary and the fact that it’s much
easier for individuals to obtain travel visas than before, many
Chinese travellers are happy to explore in smaller groups or even
on their own.

For this type of traveller, they’re highly influenced by word of

mouth, whether that’s from an influencer or from their peers. For
tour and activity operators to reach them, they need to be present
on Chinese social media and search sites like Baidu, Weibo and
WeChat, and actively curate their digital word of mouth.

Operators with smaller marketing budgets can also make an effort

to be present on these sites without breaking the bank. Creating a
simple profile on WeChat is a great first step. Upload a few
pictures or a video of your services, and offer practical advice on
how travellers can reach your destination to attract some attention.

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Report

More Chinese women travel compared to their male

counterparts

An interesting trend that has emerged from China is that women

make up 56% of Chinese outbound travellers despite making up
only 48% of the population. Chinese OTAs like Mafengwo, Tuniu and
Qyer who offer a mix of local and international trips report that
female travellers make up 57%, 68% and 62% of their users
respectively.25

These women might be single or married (leaving their husbands at

home to look after the kids), and are more likely to travel
internationally. Those who travel internationally are more fluent in
other languages and are more adventurous in their travel
preferences.

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Chinese travellers book online and on mobile

It is estimated that half of China’s population is online and on

mobile - that’s 751 million people!26 The “mobile first” economy in
the East is comfortable with digital payments and mobile bookings
in their daily lives and this behaviour spills into their travel research
and booking habits too.

Like I mentioned earlier, you don’t need a large marketing team or a

large budget to be present on Chinese sites. Start by promoting
your services on Chinese OTAs like Ctrip or ask Chinese travellers to
review you on TripAdvisor in Mandarin.

International sites like TripAdvisor, known as Mao Tu Ying in China,

let Chinese travellers leave reviews in Mandarin or translate your
reviews from their main site. Sites like Booking.com and Hotels.com
are also popular in China.

52
Solo female travel

LGBTQ tourism
Solo female travellers
By Nicole Kow

A search for “Solo female travel blog” returns more than 2.45 million
search results on Google. Google Trends has recorded how interest
in solo travel has grown steadily over the past ten years while
interest in female solo travel has only gained traction since 2013.
Google’s Keyword Planner Tool reflects this growing interest too.

The average monthly search volume for the term “solo female
travel” grew by 52% between 2016 and 2017, averaging 2,900
searches between October 2016 to September 2017.

Why is a 50% increase in a search term about solo female travel

important to tour and activity operators? Because it’s an indicator of
a shift in the travel industry.

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Travel
Solo female travellers Trends
Report

Economically, women today control more money ever before. In

2015, the BMO Wealth Institute estimated that 51% of personal
wealth in the US was controlled by women.27 For 2018, Catalyst
predict that women across the globe will control $40 trillion in
consumer spending.28

In 2015, TripAdvisor reported that globally, 74% of women had

travelled solo or were planning to travel solo.29 In 2016, VBT
Bicycling & Walking Vacations and Country Walkers reported to
Conde Nast Traveler that solo female travellers made up 40% and
58% of bookings respectively, with a 5% increase in female
travellers each year.30

It’s a trend that’s happening across generations around the world.

Scrolling through the huge Facebook group “Solo Female Travelers”
with more than 27,000 members, you’ll see faces of mothers, aunts,
sisters, business women and students exploring quaint villages,
large cities, mountains, deserts, beaches, forests and diving into the
deep deep sea.

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Solo female travellers Trends
Report

“I went on a solo trip in 2006 to Cambodia for three months to teach

English. I went by myself because no one else wanted to do the
same thing,” said Ellie Cleary, who runs Soul Travel Blog that focuses
on sustainable travel.

“Back then, all I could think about was “What’s it going to feel like
when you’re there?” “Are people going to be friendly?” “Will I be able
to communicate with people?” This has changed a lot since then.
My concerns these days are a lot more around safety.”

Ha Truong, blogger at Expatolife, shared a similar story that led her

on her first solo trip to Tokyo:

“Now, I only travel alone. I enjoy travelling alone because

it’s easier to plan and I have more freedom to do

“”
whatever I want. The best part is I never feel lonely
because I meet so many new people from all over the
world.”

Ha Truong
Blogger at Expatolife

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Solo female travellers Trends
Report

When it comes to booking and planning a trip, Paroma, blogger at

Year of the Monkey, confessed that she’s not only an anxious
traveller, but also bad with directions. “Because of my inherent fear
of getting lost, I do tonnes of research on a destination and create
my itinerary in advance. I always nail down my food and restaurant
reservations before anything else. I also figure out the public
transportation system since I don't drive.”

All three women agreed that their top priority was booking the
first night’s accommodation and arranging transport from the
airport to their accommodation before arriving at the destination.

Safety is the biggest concern for solo female travellers

Ha recounted stories of unwanted attention she received from men

while travelling alone in Europe. “At a club, someone offered money
to sleep with me, which I declined. When I left with a female friend,
he and his group of friends decided to follow us for a good ten
minutes before leaving us alone.”

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For Ellie, “I don’t think being female is a barrier to travel, but it has
impacted my behaviour. In more patriarchal societies, you can find
yourself in a place where you are the only woman present and
you’re only speaking to men. It could be because women are not
educated or not allowed out of the house after a certain time.”

“”
“I realised I was vulnerable when I arrived at a rail station in Rajasthan
to catch my train at 1am. Trains at 1am is not uncommon. At the
station, I found out that the train was 10 hours late. I started calling
hotels and no one answered. It was not safe to get a tuk tuk alone at
night either. So I spoke to the station manager who advised me to stay
in the station for the night. It’s in situations like these when you realise
how limited your options are when you’re a female and alone.”

“For me, the difficult part is trying to work out when

someone is being genuine and friendly, and when they

“”
have bad intentions. You don’t want to travel the world
telling everyone to go away.”

Ellie Cleary
Founder of Soul Travel Blog

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What can operators and destination companies do to create a

safer environment for solo female travellers?

● Overall, the industry should involve more local women to help

female travellers. It not only gives a different perspective, but
also helps deliver a better experience.
● Services that have to do with arrival can be very helpful as
that’s when people feel most vulnerable because they’re in an
unfamiliar place.
● Companies can post up more reviews from previous solo
female travellers to give others a better idea of what to expect.
● Operators could run tours for smaller groups and create a
friendly environment on their tours so that it’s easier to meet
new people and make friends.
● Companies can also connect solo travellers to a local female
guide or host to learn more about the place.
● Destination companies should provide safety tips for solo
female travellers, especially when they first arrive.
● Destinations could share information about neighborhoods
that are safe for women to explore alone.

59
LGBTQ tourism
By Lucy Fuggle

“We’re definitely going to see more destinations and businesses

standing up to support LGBTQ tourism in 2018 and beyond –
particularly in places that haven’t traditionally been associated
with the market.” - John Tanzella, IGLTA President/CEO

Lesbian, gay, bisexual, transgender and queer (LGBTQ) tourism has

experienced a significant increase in recent years, and we can only
foresee more growth. Why? It makes social and financial sense.

Up to 7% of adults are estimated to identify as LGBTQ. And as the

Second Global Report on LGBTQ Tourism by UNWTO and IGLTA
explains, the LGBTQ segment is recognized to travel more often
and demonstrate higher-than-average patterns of spending.31

“We’d like to think that people stand up for equality

simply because it’s the right thing to do and they want

“”
everyone to feel safe and welcome, but there are also
financial benefits. When you support LGBTQ issues, you’re
also speaking to all of the friends, family members and
allies standing with us.”

John Tanzella
President/CEO of IGLTA - The International Gay &
Lesbian Travel Association
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What is LGBTQ tourism?

According to IGLTA, The International Gay & Lesbian Travel

Association, LGBTQ tourism refers to the development and
marketing of tourism products and services to lesbian, gay, bisexual
or transgender people.

As with everyone, LGBTQ people are incredibly diverse and are

looking for different experiences when they travel. Some may lean
towards products and services designed specifically with LGBTQ
travellers in mind. Others may just look for destinations that ensure
them that they will be welcomed and respected at every moment of
their trip. IGLTA emphasise that outreach and strategies to serve
LGBTQ consumers must not assume that this is one homogenous
group.

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Report

Travel trends for the LGBTQ segment

● More ambitious, adventurous trips. This is partly due to a

wider global trend, but also thanks to the Internet and the
greater acceptance and accessibility it has fostered. While
safety is a priority for most LGBTQ travellers, some are also
travelling to destinations that are yet to catch up in terms of
LGBTQ acceptance, both socially and politically. There are
advantages to LGBTQ people pushing boundaries, but as with
all travel to hostile destinations, it should be approached
cautiously and with an awareness of laws and customs.

● Millennial LGBTQ travellers tend to be more open and

comfortable about their sexuality. They expect the same from
travel providers, to the extent that it is often not even an issue.
These travellers are most likely to want to be marketed to as
part of mainstream advertising rather than as a separate
group.

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Report

● Same-sex marriage is great news for tourism. Couples

frequently travel to get engaged, and honeymoons are often
one of the most memorable trips of a lifetime. According to a
2016 report by Community Marketing Inc., 80% of couples in
the United States of America expected to take a major vacation
in the 12 months following their wedding ceremony. 32 The
UNWTO Global Report reminds us that the idea of celebration
continues throughout the whole trip, and that smart travel
providers can provide a uniquely tailored and memorable
service for newly-weds.

● Technology has changed LGBTQ travel. As explored

elsewhere in this report, the way we dream about, plan and
book trips has changed dramatically. Technology has also had
a great influence on the visibility of and attitudes towards
LGBTQ people and issues. In turn, new destinations and
experiences have been opened up and others more readily
available for LGBTQ people.

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LGBTQ tourism Trends
Report

Travel providers have a lot to gain from the LGBTQ market… or

a lot to miss out on.

Needless to say, hostility towards LGBTQ people will always cause

damage to a country’s brand reputation – and not just for LGBTQ
travellers, but all those who support them.

Research conducted in 2016 by tour operator Virgin Holidays shows

how sexuality has a major influence on where LGBTQ British adults
travel, with two thirds (63%) refusing to visit somewhere with an
unwelcoming attitude towards the LGBTQ community.33

The UNWTO Second Report describes how marketing actions

targeted at this market that are backed up with good
LGBTQ-relevant practices in human resources and corporate social
responsibility are frequently received with increased brand
awareness and loyalty. This is what travel providers should aspire
for in 2018.

As a first step for a business wanting to host LGBTQ visitors in a

safe, respectful environment, becoming an IGLTA member will give
your business a globally recognised sign of support as well as tools
to better reach this market.

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LGBTQ tourism Trends
Report

Opportunities for destinations & tour operators to reach the

LGBTQ travel segment

“”
“As a destination, one of the best ways is to ensure you are inclusive is to
have a good connection to your own LGBTQ community, from supporting
local events to promoting LGBTQ-owned businesses.

For tour operators who lead groups globally, try to support LGBTQ people
in the places that you visit, whether it’s using LGBTQ guides or frequenting
community-run businesses. There’s nothing more authentic than allowing
travelers and locals to share their stories. And of course, we encourage them
to be a part of IGLTA, a globally recognized sign of support in the tourism
industry.”

John Tanzella, IGLTA President/CEO

Get more insights in the UNWTO & IGLTA report: Second

Global Report on LGBTQ Tourism (2017)

65
The Sharing Economy

Sustainable tourism

On the future of sustainable

travel

Using tourism to empower

women in Tanzania
The Sharing Economy
By Sara Burkhard

Airbnb, Uber, and Lyft – currently three of the most well-known

companies in the world. While they may have very different stories
and levels of fame (or infamy) right now, they have a lot in common.
The main commonality is that at least one of their apps is probably
on your mobile device right now. Each of these companies have
played an instrumental role in the development of what experts are
now calling the sharing economy.

What is the sharing economy?

While it’s still an umbrella term for a number of separate

companies and industries, in the travel sector the sharing
economy is made up primarily by companies like Airbnb,
BlaBlaCar, Uber, Couchsurfing, and Lyft.

Notably, it ties heavily into the ideals of authentic and

experiential travel.

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The Sharing Economy Trends
Report

Why is it important?

This idea of the sharing economy ties into the more experiential
travel aspect shaping today’s culture. With more people looking at
travel as a right and not the elite privilege it has been throughout
history, the five star resorts aren’t the only idea in mind for a
modern vacation. Additionally, traditional transportation methods
like taxi cabs can be more expensive and other modes of public
transportation may not be as convenient for tourists as car travel.

In a 2014 study, 44% of the adult population in the US said they

were familiar with the sharing economy.34

In 2015, it was established in a study by PwC that the sharing

economy generated revenues of $4 billion and accounted for
$28 billion worth of transactions in Europe.34

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The Sharing Economy Trends
Report

As of 2017, Airbnb has been valued at $31 billion while the

ridesharing companies Uber and Lyft have been valued at $68
billion and $7.5 billion respectively. This brings their combined
market to $106 billion.

Companies like Lyft and Uber has played a key role in reducing the
number of drivers operating a vehicle under the influence. One
study in the U.S. state Georgia saw that there were 50,000 fewer
DUI arrests in the years between 2008 and 2017.35

Airbnb boasts more than 200 million bookings since its launch in
2008 and at the time of this report, Uber has reported more than 2
million drivers worldwide.

What about peer-to-peer travel experiences?

In March 2017, Olan O’Sullivan, TrekkSoft COO, asked: “Airbnb Trips:

Publicity Stunt or Industry Disruptor?” He wrote that for Airbnb’s
venture into experiences to succeed, it will require long-term
commitment to match the long tail of the market with a consistent
booking flow.

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The Sharing Economy Trends
Report

A host that runs a few tours a year is unlikely to make Airbnb’s

Experiences platform a staple part of its business. Yet for hosts with
sufficient demand, it’s working. Airbnb CEO Brian Chesky shared
with Forbes in October 2017 that ‘Experiences’ was growing up to
thirteen times faster than ‘Homes’ was in the same timeframe.

Peer-to-peer experiences are also changing our image of who a tour

guide is, as emphasised by David O’Kelly, CEO of SANDEMANs NEW
Europe, on our panel at WTM London 2017:

“I think there’s an outdated image of a tour guide with an umbrella and an

anorak boring the pants off people – that’s changed now. And the change is
only going to be more pronounced through the success of Airbnb Experiences
and the gig economy phenomenon that anybody is quite possibly and
potentially an experience leader or a tour guide. This ties in nicely with the
increased desire of millennials for something more seemingly authentic,
more seemingly local, more seemingly unique.”

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The Sharing Economy Trends
Report

At TrekkSoft, we also see potential in matching Airbnb hosts with

existing tour and activity suppliers. As Olan O’Sullivan writes, this
has the potential to firmly position Airbnb as a distribution channel
for experiences and to win where other peer-to-peer marketplaces
have struggled.

● Work with local networks of drivers

and renters in the area.
Operators who
● Consider becoming involved in the
want to embrace Airbnb Experiences community.
the sharing ● Read up on recent moves from major

economy should: players like Airbnb and Uber to better

understand opportunities for your
business.

71
Sustainable tourism
By Nicole Kow

A global problem

From the negative impact of overtourism in major destinations

like Iceland, Venice and Barcelona; to natural disasters like
Hurricane Irma caused by climate change; to the destruction of
coral reefs in Australia; to the continued pollution of rivers,
forests and oceans; it is clear that something needs to change.

“Tourism is an extractive system that consumes

“”
physical space and human patience. Both are
finite – albeit subjectively so. Easy to sense if you
use your heart and soul; fiendishly difficult to
quantify!”

Anna Pollock
Founder of Conscious Travel

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Sustainable tourism Trends
Report

The deeper problem of overtourism

2017 was the International Year of Sustainable Tourism and yet

in the summer of 2017, overtourism was the buzzword of the
season. The term was used by journalists and media outlets as
they reported on anti-tourism protests in Venice and Barcelona,
and overcrowding in destinations like Dubrovnik and
Amsterdam.

At the UNWTO & WTM Minister’s Summit in London, Mr Taleb

Rifai, Secretary-General of the UNWTO, outlined four distinct
characteristics of overtourism. First, he noted that overtourism
and this wave of anti-tourism sentiment has only become a
problem in mature markets and developed countries. Up till
now, it has yet to become a problem in developing countries.
Secondly, overtourism is largely connected to seasonality and is
painfully exacerbated over the high seasons. Thirdly, it happens
in destinations that are popular port-of-calls for cruise ships,
where thousands of tourists are dropped off for just a few
hours. And finally, many local communities and governments
are blaming “platform tourism services” like Airbnb and the
sharing economy for this problem.

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Report

However, I believe these points raised by Mr Rifai are merely

symptoms of a larger problem - that tourism and the tourism
industry is no longer working for the common man. It’s about
more than limiting the number of people visiting a destination,
it’s that local communities are not reaping the benefits from its
visitors and this problem needs to be further examined. In Mr
Rifai’s own words, “jobs alone are not enough, charity is not
enough, paying back in CSR is not enough… We can no longer
be building 5-star hotels in 3-star communities.”

So what then? How can we offer real value and deliver tangible
results to communities that are so enraged they’re throwing
eggs at tourists?

To start, we must acknowledge that we cannot use the same

methods to address the same problem in different destinations.
For instance, the problem of overtourism in Barcelona cannot
be solved in the same way as in Venice. There needs to be
tailored solutions for each community.

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Ms Gloria Guevara Manzo, President and CEO of the World

Travel and Tourism Council also advises the need for the
tourism industry to “communicate these changes within a larger
context” to combat negative sentiments around the industry.
She used Barcelona as an example, where the city’s economy
was struggling in the 80s and how tourism helped it grow to
become the city it is today.

Moving forward, governments and corporations need to include

the voices of the common man in their discussions. Future
tourism policies and developments will need to take into
account environmental factors, sharing platforms, hotels and
traditional tourism establishments local residents and the social
dimension of all these elements that make up the tourism
industry of the future.

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Report

Travellers believe operators and destinations should take

charge

In a survey conducted by AIG Travel, 52% of respondents

believed that sustainable travel was important. 45% of travellers
believe that it is both their responsibility and that of the tourism
industry to help people travel sustainably. However, 1 in 3
respondents said that doing so was difficult because they didn’t
know where to start. What’s more, 4 of 5 travellers are actually
unaware of what sustainable tourism actually encompasses.36

A more recent survey conducted in 2017 by TUI Group found

that 66% of travellers believe that it is the travel industry who
should be responsible for sustainability, rather than the
consumer. 55% of respondents also criticise the lack of
information and choice around sustainable travel.36

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Sustainable tourism Trends
Report

What is sustainable travel?

The Brundtland report states that “Sustainable development is

development that meets the needs of the present without
compromising the ability of future generations to meet their
own needs.”38

When 2017 was declared the International Year of Sustainable

Tourism by the United Nations, their areas of focus stretched
far beyond traditional ecotourism, and Euromonitor’s definition
included ecotourism, responsible tourism, green tourism and
ethical tourism. Responsible Travel summarises that
“[sustainable tourism] should encompass all types of tourism
and it should deliver ‘better places to live in and to visit’ – with
the emphasis firstly on creating better places for local people,
and secondly for tourists.”39

The World Travel and Tourism Council (WTTC) noted that while
many companies still focus on reducing carbon emissions and
stepping up conservation efforts, new initiatives are now
looking at sustainable urban tourism, community development
and growing talent within the tourism industry to ensure the
longevity of the industry. But is this enough?

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From sustainable to regenerative and restorative tourism

In her writing, Anna Pollock notes that many companies have

fallen prey to green washing, tacking on sustainability practices
as an afterthought, incorporating it to reduce costs or as a
marketing gimmick to charge customers more. Other
companies, try to ”do less bad per unit” while continuing to
“expand the number of units”.

Over time, we’ve seen that these efforts are not enough
because the overall impact of travel and tourism remains in the
negative. She suggests a new way of looking at sustainable
tourism, one of positive net benefit, towards a more
regenerative and restorative nature.

What this will look like is still uncertain, but the general gist is
clear - we need to reduce consumption and begin to optimise
what we already have.

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What can tour and activity operators do?

1. Better reporting

The WTTC suggests that companies committed to sustainable

tourism need to embrace better reporting systems and take
them as seriously as they would with their financial reports.
They outline 12 steps companies can follow to produce in-depth
reports that measure the quality of sustainable practices.

2. Better education

Wouter Geerts, a senior travel analyst at Euromonitor

International, wrote that to get consumers to understand the
importance of sustainable tourism, we need to educate and
inform them. Operators passionate about the issue can do their
part by blogging about sustainability or even including
educational components in their trips.

3. What about certifications?

Geerts also points out that certification and accreditation mean

little these days. Thanks to the hundreds of schemes out there,
each with different standards, these certifications become “less
recognisable and less trusted by travellers”.

“There is little point in attaining certification unless

your customers know about it.”

Irish Centre for Responsible Tourism

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How can DMOs manage overtourism

1. Spread out demand

Firstly, by encouraging travellers to visit all year round and

secondly, by encouraging them to venture beyond typical
hot-spots.

To encourage travellers to visit all year long, DMOs need to work

with operators to create products that are not tied to weather
conditions or seasonality. For example, Greece drew on their
deep and rich culture and created tours around religion, history
and philosophy which can be enjoyed throughout the year, rain
or shine. This coupled with the DMO’s marketing initiatives to
promote Greece as a destination to visit all year round has been
vital to managing Greece’s growth in visitor numbers.

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When it comes to encouraging tourists to visit destinations off

the beaten path, where tourism is still underdeveloped, again
DMOs can work with operators to promote this.

In an interview with the BBC, Lucy Fuggle, Head of Content at

TrekkSoft noted:

“In our work with suppliers and tourism boards,

we've noticed that visitors are increasingly seeking
unique experiences in less 'typical' destinations. It's

“”
a step away from the cookie-cutter package trip,
and if more visitors turn to this, we could see less
dense distribution in struggling cities such as
Barcelona and Venice. It comes at a greater cost to
the consumer than budget city breaks, however."

Start by creating online campaigns that target more adventurous

travellers and publish content that offers tips on how to get to these
destinations, and showcase in pictures and videos what travellers can
do once they’re there.

81
 -2018-
Travel
Sustainable tourism Trends
Report

2. Using technology to manage and limit demand

With ticketing and booking systems, popular attractions can get

visitors to book their spots in advance, reducing the waiting
time in lines and the number of people who spill out into the
streets waiting to get in.

3. Redefining growth

This is perhaps the most important shift that needs to take

place. The performance of DMOs and CVBs are typically
measured by the number of bed nights in hotels, B&Bs and
hostels. But does this really indicate growth? Does it reflect the
wellbeing of employees in the local hospitality industry? Does it
positively or negatively impact the local environment and
community? Does it really indicate growth?

DMOs globally need to examine this crucial piece of the puzzle

before beginning to put together the pieces for sustainable
tourism.

82
On the future of
sustainable travel
By Nicole Kow

Interview with Wouter Geerts, Senior Travel

Analyst at Euromonitor International

How do we engage and educate businesses in developing

economies about the importance of sustainable tourism given that
most of them are struggling to make ends meet?

This is very tricky, especially when companies, individuals and

governments in developed countries are not always contributing to
a sustainable growth of the tourism industry. Especially for the
tourism industry, however, there are very strong incentives to be
more sustainable, most notably because much of the tourism
industry is reliant on the natural and cultural ecosystems which
unsustainable behaviour is destroying. Providing an understanding
that a long-term strategy which puts the natural and cultural
environment at the core of the tourism offering is key here, and that
without this there is no future income from tourism. Easier said
than done though!

83
Sustainable tourism

-2018-
Travel
Interview with Wouter Geerts, Senior Travel Analyst Trends
Report
at Euromonitor International

How do we engage the tours and activities sector? I noticed that a

majority of conversations about sustainable tourism deal with DMOs,
hospitality and airlines... but what about the on-the-ground tour guide
that's introducing a city or bringing guests on a scenic hike up
Trolltunga? Why are they not being engaged and, more importantly,
what can they do to play their part?

The majority of discussions include DMOs, hospitality and airlines

because these tend to be 1) the greatest polluters, 2) the largest
companies, and 3) those wielding the most power. But the tours and
activities sector has a key role to play. The problem is that they tend to
be hyper local, and extremely fragmented. One bad apple can do
serious damage to a local site, even when all other tour operators are
following a sustainability code of conduct. I think they are being
engaged, it is just not at the global level. Local tourism boards and
legislators are working hard to include local tour operators in
sustainable development discourse.

84
Sustainable tourism

-2018-
Travel
Interview with Wouter Geerts, Senior Travel Analyst Trends
Report
at Euromonitor International

Finally, do you agree with Mr Taleb Rifai, Secretary-General of the

World Tourism Organisation (UNWTO), when he said that "sustainable
is not a zero-sum game", that it’s a win-win situation? After reading too
many articles about overtourism, I'm beginning to think that Mr Rifai
might be a little too optimistic. I'd like to hear your thoughts about it.

I agree with Mr Rifai to a great extent, but have to admit that the win-win
situation of sustainable development is unlikely to go far enough. There
are many ways that tourism companies can improve their practices,
which would result in more sustainable behaviour, while at the same
time decreasing costs and increasing revenues. It is unhealthy to think,
however, that if everyone in the industry would become a little more
efficient, all problems would be solved and the negative impacts of the
tourism industry would disappear.

The industry will always prefer voluntary commitments over legislation,

and so the win-win scenario is a popular one, but in some cases
legislation might be needed. I think the case of overtourism shows that,
with the number of people travelling growing strongly, some boundaries
need to be drawn. While some destinations are able to market
themselves as more sustainable (and expensive) destinations which
would benefit their economy while at the same time reducing the actual
number of visitors, not every destination can do this.
Some tough decisions might need to be made to keep destinations
sustainable.

85
Using tourism to empower
women in Tanzania

By Keeoma Fischer, co-founder of

VOEWOFO and Finance Administrator at
TrekkSoft

Tourism in Tanzania
Tourism is one of the most important sectors for Tanzania’s
economy. The country boasts of beautiful national parks and unique
wildlife, as well as stunning islands like Zanzibar and Pemba. Its
natural beauty and stable political climate draws visitors from
around the world, leading to a booming tourism sector.

For local communities, tourism brings globalization. With that, a

growing labour market, opportunities for education and training, as
well as advances in technology and local infrastructure. It also
encourages further developments in justice and human rights as
more international non-profit organizations step in to help local
communities overcome challenges that inhibit them from bettering
their lives.

Despite these positive indications of growth, Tanzania is still a third

world country fighting their biggest enemy - poverty. The GDP per
capita is currently $879 according to the World Bank, much lower
than the average global GDP currently at $10,151.

86
Using tourism to empower women in Tanzania

-2018-
Travel
By Keeoma Fischer, co-founder of VOEWOFO and Finance Trends
Administrator at TrekkSoft Report

There are also downsides to tourism. Firstly, local communities

become highly dependent on tourism, especially low income
communities. Secondly, tourism itself is not a stable or sustainable
source of income. It is often affected by seasonality or other factors
beyond anyone’s control. For example, when Ebola broke out in
West Africa from 2014 to 2016, many travelers cancelled their trips
to Tanzania. The lack of income sent many families into financial
woes.

The Voice of Empowered Women Foundation

The “Voice of Empowered Women Foundation”, or VOEWOFO, is a
non-profit organization registered in Tanzania and Switzerland.
Located in Bomang’ombe in the Kilimanjaro region, it is a well-known
destination not only because of Mount Kilimanjaro, but because it is
also located between two traveler hot spots - Moshi and Arusha,
gateways to popular national parks. The destination attracts
thousands of tourists every year.

Its mission is to empower women and girls in the Kilimanjaro

region and envisions an independent life for them, far away from
discrimination and oppression. The foundation aims to deliver
unique mentoring programs that empower women in all aspects of
life, including economic, social and health, to ultimately raise their
standards of living.

87
Using tourism to empower local women in Tanzania

-2018-
Travel
By Keeoma Fischer, co-founder of VOEWOFO and Finance Trends
Administrator at TrekkSoft Report

At present, women are still an underprivileged group in Tanzania,

often depending on men to provide for the family. Relying on a
single source of income means that many children cannot go to
school because their families cannot afford it.

At the same time, men continue to dominate the tourism sector in

Tanzania and this too, negatively impacts the lives of women and
girls. For example, female drivers and safari guides are required to
leave their houses to make a living. The idea of women not staying at
home is widely frowned upon amongst locals and becomes an issue
for married couples, a catalyst for divorce.

Therefore, VOEWOFO aims to eliminate gender disparity that work

against women. These disparities exist in the labour market, in
entrepreneurship, and in education. The foundation also wants to
engage with men, to educate them about gender equality and
encourage a more positive response to women in the workforce.

88
Using tourism to empower women in Tanzania

-2018-
Travel
By Keeoma Fischer, co-founder of VOEWOFO and Finance Trends
Administrator at TrekkSoft Report

Empowering women through tourism

The foundation uses tourism as an opportunity to empower women.
Firstly, by educating them about the advantages and disadvantages
of working in the tourism sector. Secondly, to equip women with the
skills to become entrepreneurs and teach them how to establish a
sustainable business and income source.

One of VOEWOFO’s focus is to teach women to produce high quality

cultural handicrafts and to find a stable marketplace for the women
to sell their products. Currently, local vendors aggressively sell their
handmade products to tourists in markets, and often overcharge
them too. The lack of authenticity in their approach makes visitors
feel uncomfortable and does not accurately represent Tanzanian
culture. This unsustainable business practice negatively impacts
their livelihood in the long run. Therefore, women learn how to
attract foreign customers with a general understanding of different
target markets and also learn how to overcome seasonal
fluctuations.

The third way VOEWOFO aims to combat gender disparity is by

actively reaching out to and connecting with safari companies and
travel agencies to encourage them to consider hiring more female
drivers, guides and wildlife experts. They hope to create an equal
gender balance in the tourism labour market, to ultimately combat
the stigma of working women.

89
Using tourism to empower women in Tanzania

-2018-
Travel
By Keeoma Fischer, co-founder of VOEWOFO and Finance Trends
Report
Administrator at TrekkSoft

How to get involved

VOEWOFO is currently raising funds to build an education center in
Bomang’ombe. The funds raised will go towards building materials
and transport to reach rural areas in the region. The foundation
believes that sustainable development is not guaranteed by direct
financial aid alone, and therefore have a strong focus on providing
education, mentoring support and guidance for the women they
work with. All monetary donations will go towards providing the
necessary facilities and materials towards these activities.

To learn more about the foundation, visit

www.trekksoft.com/voewofo.

90
Going forwards
As we have seen in the report, tourism is growing and
people are keen to travel. Experiences matter now more
than ever and people are seeking out experiences that will
open their minds and change their lives. Regardless of
gender, race or sexuality, travel gives everyone the chance
to find their place our modern and transient world.

We acknowledge the growing pains of travel too -

overtourism and the detrimental environmental impact
our industry is having on the planet cannot be ignored.
Sustainability and responsible tourism will need to be
more than marketing gimmicks and fancy slogans in the
coming years. It will need to be at the core of business
practices throughout the industry, a utopia our 2017
brains have yet to fully grasp.

Throughout the report, one thing we didn’t address head

on were growing safety concerns, the increasing terror
attacks in Europe and America, and swelling racial and
religious tensions globally.

91
 -2018-
Travel
Going forwards Trends
Report

Given the importance of travel in our modern world, it’s the

responsibility of everyone in the industry to protect it
fiercely. Not just to safeguard our jobs and livelihood, but to
keep making it possible for people of all nations to continue
meeting one another, building relationships and ultimately
dispelling the notion of “us vs them”.

Travel is being used as a tool for good, and we need to keep

it that way for as long as we can.

Finally, we would like to thank all the people who took the
time to speak with us in interviews or via emails, and to all
those who worked hard to produce our 2018 Travel Trends
Report. It’s definitely one of our largest reports yet.

Here’s to 2018 and a great year ahead!

By Lucy Fuggle, Nicole Kow and Sara Burkhard

92
 Sources

Experiences
1
Amit Kumar, Thomas Gilovich and Matthew Killingsworth. “Waiting for Merlot”
(2014)

2
TrekkSoft, Destination Report

3
The Guardian, “Just do it: the experience economy and how we turned our
backs on ‘stuff’” (13-05-2017)

Booking trends
4
TrekkSoft booking data, Q4 2016 - Q3 2017.

5
Phocuswright, Tours & Activities Come of Age: Global Travel Activities Marketplace
2014-2020

6
Google/Ipsos Connect, Traveler Attitudes & Behaviors
Skyscanner, “Women call the holiday shots, reveals Skyscanner”
7
TripAdvisor, “The Four Booking Behaviours Driving Travellers” (17-10-2016)
8
Stride Travel, Stride Travel Market Research Survey (2016)

Millennials and Generation Z

9
Pew Research Center. "Millennials overtake Baby Boomers as America’s
largest generation" (25-04-2016)

10
USA Today, “Millennials spend more on necessities than older generations”
(20-07-2017)

11
Airbnb. “Airbnb and The Rise of Millennial Travel” (11-2017)

12
Allied Market Research. “Online Travel Market by Mode of Booking” (11-2017)

13
EY. “Study: work-life challenges across generations” (2015)

93
 -2018-
Travel
Sources Trends
Report

Clutch, “Social Media for Small Business: 2017 Survey” (2017)

14
Digital Tourism Think Tank, “Gen Z: the New Destination Disruptors” (6-7-2016)

Generation X
15
Milward Brown. AdReaction Gen X, Y and Z (accessed 30-11-2017)

16
Virtuoso, "How these 9 qualities shape Generation X travel choices"
(20-6-2016)

M.J. Stephey, “Gen-X: The Ignored Generation?” For Time Magazine (16-04-2008)

Baby Boomers
17
AARP, “Travel Research: 2017 Travel Trends” (2016)

The Indian market

18
India’s Ministry of Tourism, India Tourism Statistics at a glance 2017

19
Intergreon, The Indian Outbound Traveller

20
Pacific Travel Association, The Indian Outbound Traveller

The Arabic market

21
World Travel & Tourism Council, “Travel & Tourism: Economic Impact 2017,
United Arab Emirates” (2017)

22
Visit Dubai, Dubai Tourism 2017: Performance Report (2017)

23
World Travel & Tourism Council, “Travel & Tourism: Economic Impact 2017,
World” (2017)

94
 -2018-
Travel
Sources Trends
Report

The maturing Chinese market

24
Euromonitor International, “What the Data Tells Us About Travel and Tourism
in 2018” (23-09-2017)

25
Dragon Trail, “Women Dominate Chinese Outbound Tourism – What Does This
Mean for the Travel Industry?” (05-09-2017)

26
China Internet Network Information Center, “The 39th "Statistical Report on
the Internet Development in China" (Google translate link) (22-01-2017)

Solo female travellers

27
BMO Wealth Institute, “Financial concerns of women” (03-2015)

28
Catalyst, “Buying Power: Global Women” (20-05- 2015)

29
TripAdvisor, “Rise in Solo Travel Amongst Southeast Asian Women”
(05-03-2015)

30
Conde Nast Traveler, “Women Are Becoming More Adventurous
Travelers—and Doing It Alone” (08-03-2017)

LGBTQ tourism
31
World Tourism Organization, Affiliate Members Global Reports, Volume fifteen –
Second Global Report on LGBTQ Tourism (2017)

32
Community Marketing, Inc., ‘21st Annual Survey on LGBTQ Tourism &
Hospitality Community Survey, US Overview Report, December 2016’ (2016)

33
Virgin Holidays, “Losethelabels” (2016)

The sharing economy

34
PwC, Consumer Intelligence Series: The Sharing Economy (2015)

95
 -2018-
Travel
Sources Trends
Report

35
WSB-TV, “DUIs in Georgia drop nearly 50% ... one reason why might surprise
you” (04-05-2017)

Sustainable tourism
36
Travel Guard, AIG Sustainable Travel Survey 2016

37
TUI Group, TUI Global Survey 2017

38
United Nations World Commission on Environment and Development,
Brundtland Report (1987)

UNWTO Roadmap for 2017 International Year of Sustainable Tourism for

Development

39
Responsible Travel

World Travel and Tourism Council, Sustainable Tourism: The Past, Present and Future

- Reporting Guidance for Travel and Tourism Businesses

Anna Pollock, “Saving the heart and soul of tourism - A response Part 1”

With special thanks to:

● Best of Switzerland Tours

● Ellie Cleary, Blogger at Soul Travel Blog
● Fjord Norway and SANDEMANs NEW Europe, contributors to our panel
discussion at WTM London 2017
● GOECCO - Iceland tours
● Ha Truong, Blogger at Expatolife
● IGLTA - International Gay & Lesbian Travel Association
● Keeoma Fischer, co-founder of VOEWOFO
● Les Rives - Authentic River Experiences
● Paroma Chakravarty, Blogger at Year of the Monkey
● Tourism Interlaken
● Wouter Geerts, Senior Travel Analyst at Euromonitor International

96
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