Get unlimited access to the latest travel industry news and analysis, comment on articles and sign up to newsletters.
Register for free
Already registered? Login here or below.
Having difficulty logging in? Try these tips, or contact support@ttgmedia.com
As the UK trade waves goodbye to 2020 and its challenges, Abra Dunsby reveals some of the burgeoning traveller trends to tap into to help make next year a success
While the travel industry might be itching to see the back of 2020, it’s important to look at how the coronavirus pandemic has shaped consumer behaviour, and will continue to do so long after a vaccine has been distributed.
The virus has forced us all to slow down, make the most of small freedoms – such as walks in the great outdoors – and reflect on our own lives, as well as how our actions impact the planet.
These considerations are likely to influence how we travel in 2021 and the years to come, with clients likely to seek kinder, more meaningful and authentic travel experiences that they can share with the loved ones they’ve missed this year.
Whether that means opting for more responsible holiday choices or enjoying once-in-a-lifetime trips, one thing is for certain – travel in 2021 will be more considered, and cherished, than ever before.
Consumer uncertainty over coronavirus and see-sawing government travel restrictions led many to travel domestically in 2020 and this trend looks set to continue next year – at least in the short term until a vaccine becomes widely available.
Recent research by Booking.com into the behaviour of more than 20,000 people revealed that 47% of travellers plan to holiday within their own country over the next seven to 12 months. With cost likely to be a primary concern and a boom in pet ownership causing many to seek dog-friendly holidays, a UK break could remain the preferred option next year.
Kuoni, Explore, Intrepid and Riviera have all capitalised on the domestic travel trend by launching UK product, while many other operators have expanded their UK programmes.
Cruise lines including MSC, Royal Caribbean and Princess have all reported healthy interest in ex-UK sailings for next year, which are good options for clients who are nervous about flying.
Holidays to European countries that have travel corridors in place with the UK are also likely to remain in favour. Brian Young, managing director at G Adventures, anticipates that destinations clients have visited previously will do well, offering reassurance in uncertain times. Familiarity won’t curb curiosity, however.
“A desire to see something new within that familiar destination will lead travellers to go beyond tourist hotspots and seek out more local experiences,” predicts Young.
The operator’s new Hike the Canaries trip is a reflection of the desire to see a different side to a well-known destination, taking clients away from Tenerife’s beaches and big resorts and hiking through Barranca Canyon and Anaga rural park.
Summer: Greece, Turkey and the Balearics
Winter: Lapland, Cancun and Tenerife
With many clients having spent much of 2020 at home, those who are happy to fly and venture further afield are likely to want to finally take the trips they’ve always dreamed about.
Debbie Goffin, Premier Holidays’ director of sales and marketing, foresees a “rise in consumers looking for exclusive, extra-special experiences and moments that matter”, while Intrepid’s top-selling countries in October reveal clients’ desire to visit “bucket-list destinations” including Vietnam, Nepal and Peru.
Premier recommends its newly added Anantara Golden Triangle Elephant Camp and Resort in Thailand as a once-in-a-lifetime accommodation choice. Here, clients can stay in fully furnished, transparent “jungle bubbles” in the forest to see elephants in their natural habitat and marvel at starlit skies.
Royal Caribbean’s Ben Bouldin anticipates clients who missed out on cruises this year will be “eager to make up for lost time in 2021”, taking trips to “fulfil their European bucket-lists and see iconic locations in one trip”.
G Adventures is also seeing a “carpe diem” approach from clients, with a rise in enquiries for “active and achievement trips” such as trekking to Everest Base Camp, hiking the Inca Trail and climbing Mount Kilimanjaro.
Premier Holidays’ Debbie Goffin explains how agents can prepare for 2021
With lockdown resulting in us taking respite in the great outdoors, 2021 is likely to be the year clients also opt for enriching outdoor experiences on holiday, from stargazing to the Japanese tradition of forest bathing.
A greater awareness of keeping healthy will also encourage clients to stay active on holiday, with activities such as wild swimming set to be popular and Active England tapping into the trend by launching a range of wild swimming tours back in May.
Intrepid is reporting strong demand for “all types of wilderness travel”, with the Galapagos and Antarctica proving particularly successful among customers.
Michelle Ventre, general manager for Headwater Holidays, believes the outdoor trend is also dictated by a need for clients to feel safe and observe social distancing while on holiday.
Similarly, Regent Holidays is reporting a shift towards enquiries for destinations that enable social distancing. Product manager Andrea Godfrey explains: “Clients are largely inclining towards destinations that are perceived as being remote or far-flung, where they can enjoy wide-open spaces.”
The operator has created new product accordingly, including a week-long summer trip to Greenland that combines remote Ilulissat and Kangerlussuaq with visits to the tundra to spot reindeer and musk oxen. The operator’s top five predicted destinations for 2021 – Iceland, Lapland, the Faroe Islands, the Azores and Georgia – are also indicative of the growing remote and outdoor trend.
Covid-19 has given us all time to reflect and take a slower pace this year and many operators are envisaging clients taking this attitude with them on holiday.
Simon Wrench, head of marketing at Inntravel, believes clients will take their time on holiday next year. “Covid and its lockdowns have forced us all to ease our pace in 2020. On our daily walks or bike rides, we explored our local areas in a more intimate way, and we think that in 2021 customers will want to carry on this enjoyment of reflective, slow-paced discovery into their holidays.” The operator has added new walks in the UK and Portugal to cater to this behavioural shift.
Intrepid has also created new relevant product – its selection of Retreats in the UK and Europe give clients the chance to explore one location in depth, with more product due to be added in the coming months.
Hotels including Quinta do Lago in Portugal – sold by the likes of Jet2holidays – are also reporting an inclination towards longer stays, which is also partly driven by the increased ability for clients to work remotely.
Sean Moriarity, the hotel’s chief executive, says: “A lot of our regular guests are extending their holidays from a week’s break to up to a month. This is largely due to the current quarantine restrictions, but also the new flexibility surrounding working from home – or ‘working from holiday’ – a trend we are expecting to continue into 2021.”
After seeing the restorative effects lockdown has had on nature and our planet, many clients will now have a bigger social conscience when it comes to travel, which may result in them opting to book holidays with travel companies that offer eco-friendly options or trips that benefit local communities in some way.
“On the whole, we’re becoming much more mindful not only of sustainability, but leaving a positive mark – trips that actually benefit nature and local communities,” explains Justin Francis, founder and chief executive of Responsible Travel.
The company is predicting an increase in demand for conservation and “rewilding” breaks – where clients can reconnect with nature while learning about conservation. Responsible’s Norway Wildlife Walking Safari, which takes clients into the Norwegian wilderness to learn about wildlife and the natural world, is seeing a healthy number of enquiries for next year.
Intrepid is also noticing “a shift towards the growth of sustainable travel and customers wanting to book with travel companies who are doing right by the planet,” reveals Zina Bencheikh, managing director EMEA.
“Moments like the transformation of Venice’s canals and sea turtles thriving in Thailand amid the worldwide shutdowns shone a light on tourism’s impact when it’s at full force, and people want to be sure that their future travel decisions are responsible and do not bring harm to the places [and people] they visit,” she adds.
A greater awareness of the impact of travel on the planet might also lead clients to travel less frequently but for longer, concludes Claire Stirrup, sales director for the UK and Ireland at Celebrity Cruises. “Most likely, consumers will travel less, but travel better and with purpose, choosing brands that align with their values.”
Millennial travel: Recent research by The Advantage Travel Partnership revealed that 44% of millennials surveyed would book with a travel agent in future.
Road trips and campervanning: These holidays negate the need for public transport and enable clients to stay within their bubble.
Wellness breaks: Expect a rise in stress-busting, mindful and immunity-boosting holiday requests as clients become more aware of keeping their physical and mental health in check.
