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Travel Trend Expectations for the 2020s

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Single apps for all travel needs, passport free travel, and mobile app check-in are the top three ‘new travel norms’ expected by travelers in the next decade, according to new research by Agoda, the world’s fastest growing digital travel platform.

With the continued advancement of technology, revolutionary travel apps, and better connectivity, people expect a lot more from their travel experience in the next decade.  Specifically, Southeast Asians half of all respondents in Indonesia (56%), Singapore (54%), Malaysia (53%), Taiwan (50%), the Philippines (48%) and Thailand (48%) considering this the norm in the next decade. This compares to only a third of people in the United Kingdom and the United States (33%).

One in two South East Asians also view mobile app check in, allowing guests to skip the registration queue, download their room access key and go straight to their rooms, as the norm in the 2020s, with Singaporeans (54%), Filipinos (53%), Malaysians (58%) and Thais (49%) most expectant of this trend.

Meanwhile, Singapore (50%), Vietnam (47%), Philippines (45%), China (44%) and Australia (41%) are the top five origins most likely to see a future with passport-free travel.  In the UK and US, they are less expectant of this advancement with only 1 in 5 expecting it to be the norm within the next decade.

Technology has already made such a positive impact on how and where people travel as innovative technologies, like those developed at Agoda, give travelers instant access to millions of hotels and home properties around the world with real time pricing and availability.

“It is a technology golden age for travelers, as technology is developed to simplify the way anyone, anywhere can search, book and pay for flights, hotels or holiday accommodation. The 2000s was defined by the mouse and the computer, putting online travel booking just a click away.  The 2010s, was defined by the smart phone and app, and put a travel agent in the pocket of every phone owner, and the 2020s will be defined by the power of data and Machine Learning (AI). This will enable companies like Agoda to provide personalized, more relevant recommendations to make booking travel even easier,” explains Timothy Hughes, Vice President of Corporate Development at Agoda. “Asian travelers, in particular, are enthused by, and expectant of, technology developments that enhance and simplify their travel experience.  Asian based companies are now leading the world in technology adoption and development to achieve this. I expect to see Asia press ahead with that lead in the 2020s – especially in areas such as video and augmented reality, improved mobile services with more chat and voice solutions, and payments to help bring the “unbanked” online”.

Globally, people want to increase travel, but also to make eco-friendlier travel choices

Universally, people want to increase the amount of travel they undertake in the 2020s.  Exploring more of their own country is cited by 40% of respondents globally, while international travel more often is anticipated at 35%.

What’s also interesting, in the context of global narratives on climate sustainability, is the trend that more than a quarter want to make more eco-friendly travel choices in the next decade.  Travelers from Singapore, Thailand and Indonesia are most keen to make eco-friendlier

choices perhaps more aware than others with the recent closure of Maya Bay in Thailand, and the Boracay rehabilitation program in Philippines, and thus travelers want to do their bit even when on holiday.

Travelers in the 35-44 and 55+ age groups are most likely to want to explore their own countries and territories more (40% and 42% respectively), with those from China, Indonesia, Japan, Malaysia, The Philippines, Taiwan, Thailand, US and Vietnam choosing domestic destinations within their top three wishlist destinations for the coming decade.

Meanwhile Korean and Japanese travelers see themselves taking more solo trips in the next decade. Taiwanese and Indonesians would prefer taking a sabbatical or gap year.

Kyoto scoops #1 spot as the world’s most desired destination to visit in the 20s

Asia dominates the global travel wishlists destinations for the next decade, as travelers from both Asia and the West showcase a growing curiosity for Asian treasures like Kyoto (Japan) famed for its Shinto shrine, Kyoto is an eclectic blend of culture, food and history, followed by Bangkok, (Thailand) and Bali, (Indonesia).

Travelers in Philippines, Thailand, Taiwan, Vietnam and Malaysia want to cross off their own capital cities from their travel lists. Meanwhile, South Korea, the UK, and Australian travelers are the only one who don’t choose a domestic destination on their wishlists for travel in the next decade.

American and British travelers alike are most excited about visiting New York in the coming decade, with New York also a top three choice for travelers from Australia, Japan and South Korea. Both Malaysian and Indonesian travelers would like to visit Makkah by 2030.

MARKET INSIGHTS – AGODA RESEARCH REVEALS TRAVEL TREND EXPECTATIONS FOR THE 2020S

CHINA

Next Decade of Travel

  • 48% of Chinese travelers see using a mobile phone app to check into their hotel room as the norm.
  • China is top five for seeing Passport-free travel as a reality.
  • 25% of Chinese tourists would like to make more eco-friendlier choices in the next ten years.
  • Kyoto tops travel wishlist for Chinese travelers in the 2020s. This is followed by Shanghai (#2) and then Bangkok (#3).
  • 43% of Chinese travelers want to explore more of their own country in the coming decade, while 38% want to travel more internationally.

SINGAPORE

Next Decade of Travel

  • 54% of all Singaporeans expect to be able to check into hotel rooms using their mobile phones as the norm, as well as a single app for all their travel needs.
  • 25% of Singaporeans would like to make more eco-friendly choices when traveling.
  • Zurich tops wishlist for Singaporeans in the 2020s. This is followed by Kyoto (#2) and

Osaka (#3) both of which are in Japan.

  • 53% of Singaporeans would like to travel more internationally in the next decade.

AUSTRALIA

Next Decade of Travel

  • 44% of Australian travelers see using their mobile phones to check into hotels as the norm while 39% expect to use a single app for all their travel needs.
  • Australians are in top five to see Passport-free travel become a reality.
  • 17% of travelers from Australia want to make more eco-friendlier travel choices in the coming decade.
  • London tops wishlist for Australians in the 2020s.This is followed by New York (#2) and then Bangkok (#3).
  • 40% of Australians would like to travel more internationally in the next coming decade, 25% would like to spend more time in Australia, and 21% would like to take more solo trips.
  • Interestingly, Australian travelers have London as one of their three top destinations for travel, British travelers have Sydney.

PHILIPPINES  

Next Decade of Travel

  • 53% of Filipino travelers expect to check into hotels using their mobile phones as the norm while 48% expect to be able to use a single app for all their travel needs.
  • 35% of travelers from Philippines aim to make more eco-friendlier travel choices in the next decade.
  • The capital city of Manila tops wishlist for Filipino travelers in the 2020s. This is followed by Seoul (#2) and Kyoto (#3).
  • 45% of travelers from Philippines would like to explore more of their own country in the coming decade while 39% would like to travel more internationally.

UK

Next Decade of Travel

  • 45% of British travelers expect checking into hotels using their mobile phone as the norm.
  • 28% expect to make all their travel bookings using a single app.
  • 17% of travelers from UK aim to make more eco-friendlier choices when traveling in the next decade.
  • New York tops wishlist travelers from the UK in the 2020s. This is followed by Sydney (#2) and Kyoto (#3).
  • 36% British travelers would like to explore more of their own country in the coming decade while 24% would like to travel more internationally.
  • Interestingly, Australian travelers have London as one of their three top destinations for travel, British travelers have Sydney.

USA

Next Decade of Travel

  • 42% of Americans expect to check into hotels using their mobile phones as the norm while 29% expect to use a single app for all their travel needs.
  • 12% of Americans want to make more eco-friendlier choices when traveling in the next decade.
  • New York tops wishlist travelers in the US in the 2020s. This is followed by London (#2) and Sydney (#3).
  • 38% of Americans would like to explore more of their own country in the next decade, while 26% would like to travel more internationally

Malaysia

Next Decade of Travel

  • 58% of Malaysians expect to be able to use their mobile phones for hotel check-ins as the norm, while 53% expect using a single app for all their travel needs.
  • 36% of Malay travelers would like to make more eco-friendlier choices when traveling.
  • The capital city of Kuala Lumpur tops wishlist travelers in Malaysia in the 2020s. This is followed by Makkah (#2) and then Bali (#3).
  • 43% of Malaysians would like to travel more internationally in the next decade, while 40% would like to explore their own country more.

Thailand

Next Decade of Travel

  • Almost half, 49% of Thais anticipate using their mobile phones to check into hotels as the norm, making them one of the highest expectant of this trend.
  • 39% expect to be able to use a single app for all their travel needs.
  • 32% of Thai travelers wish to make more eco-friendlier choices when travelling.
  • The capital city of Bangkok tops wishlist for Thais in the 2020s. This is followed by Kyoto (#2) and then Phuket (#3).
  • 36% of Thai travelers would like to explore more of their own country in the next decade, while 30% would like to travel more internationally.

Taiwan

Next Decade of Travel

  • 50% of Taiwanese travelers expect to use a single app for all their travel needs, while 44% anticipate checking into hotels using their mobile phones to be the norm.
  • 21% of Taiwanese aim to make more eco-friendlier travel choices in the next ten years.
  • The capital city of Taipei tops wishlist of travelers in Taiwan. This is followed by Kyoto (#2) and then Amsterdam (#3).
  • 48% of travelers from Taiwan would like to travel more internationally in the next decade, while 37% would like to explore more of their own country.
  • 29% of Taiwanese travelers would like to take a sabbatical from work or a gap year.

Indonesia

Next Decade of Travel

  • 56% of Indonesian travelers expect a single app to book all travel needs to be a reality in the next decade, while 47% anticipate checking into hotels just by using their mobile phone.
  • Another 39% aim to make more eco-friendlier choices when traveling, making Indonesians one of the highest potential leaders of this change with 26% being the average.
  • Interestingly, Bali tops wishlist of travelers in Indonesia. This is followed by Makkah (#2) and then Borobudur (#3).
  • 39% of Indonesians would like to explore more of their own country.
  • 29% of Indonesians wish to take a sabbatical or gap year.

Vietnam

Next Decade of Travel

  • 43% of travelers from Vietnam expect to check into their hotels using just their mobile phone as the norm.
  • 47% of Vietnamese surveyed want to see Passport-free travel to become a reality, becoming them the highest-ranking country for this travel trend.
  • 36% of Vietnamese travelers would like to make more eco-friendlier choices when traveling.
  • Interestingly, Ho Chi Minh city tops wishlist of travelers in Vietnam. This is followed by Kyoto (#2) and then Bangkok (#3).
  • 49% of Vietnamese travelers would like to explore more of their own country in the coming decade, while 41% would like to travel more internationally.

Japan

Next Decade of Travel

  • 34% of travelers from Japan expect to check into hotels using just their mobile phones as the norm.
  • 24% of Japanese travelers anticipate driver/buggy service to be available at airports, becoming the highest expectant market for this travel trend.
  • 7% of Japanese travelers would like to make more eco-friendlier travel choices
  • Interestingly, Kyoto city tops wishlist of travelers in Japan in the 2020s. This is followed by Paris (#2) and then New York (#3).
  • 62% of Japanese travelers would like to explore more of their own country, while 23% would like to travel more internationally.
  • 18% of Japanese travelers would like to take more solo trips.

Korea

Next Decade of Travel

  • 47% of Korean travelers expect to check into hotels using just their mobile phones as the norm, while 40% expect to book all their travel needs using a single app.
  • 19% of Koreans aim to make more eco-friendlier choices in the next decade.
  • New York city tops wishlist of travelers from Korea in the 2020s. This is followed by Barcelona (#2) and then Brisbane (#3).
  • 48% of Korean travelers expect to travel internationally more often, while 42% wish to explore more of their own country.
  • 22% of Koreans would like to take more solo trips in the coming decade.

About the travel data

All figures, unless otherwise stated, are from YouGov Singapore PTE Limited. Total sample size was 16,383 adults. Fieldwork was undertaken between 12 December 2019 and 18 December 2019. The survey was carried out online. The figures have been weighted and are representative of adults in the respective countries (aged 18+).

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New Report Shows Value of IP to the Tourism Sector

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A new report published jointly by WIPO and the World Tourism Organization (UNWTO) on the value of intellectual property in boosting tourism shows how the IP system creates a favorable ecosystem for innovation, entrepreneurship and investment in the sector.

The publication, entitled “Boosting Tourism Development through Intellectual Property,” highlights good practices, features case studies and recommendations for policymakers and other tourism stakeholders on how to ensure that creativity, innovation, traditions and cultural heritage in tourism are properly protected and commercialized and that the benefits are shared by all.

In a joint Foreword, WIPO Director General Daren Tang and UNWTO Secretary General Zurab Pololikashvili, predict that while the tourism sector has taken a hit during the COVID-19 pandemic, it will recover and “contribute to reigniting hard-hit economies and societies thanks to its capacity to adapt to changes and offer innovative solutions to new challenges.”

“In this context, IP rights are powerful tools that can be used to boost tourism development and competitiveness. The IP system is designed to promote creativity and innovation and support efforts by individuals, businesses and other actors to differentiate themselves and their products and services in the marketplace, whether through trademarks, geographical indications, copyrights or patents,” they added.

The publication provides practical guidance for non-IP specialists on how to include IP in tourism product development – from destination branding to tourism policies. It shows how different IP rights can be leveraged to raise funds. And it showcases successful experiences and demonstrates how stakeholders around the globe are using IP rights to add value to tourism services and products, as well as to protect and promote local knowledge, traditions and cultural heritage.

Through examples of producing cheese, tea, pepper, wine or other products, the publication shows how geographical indications and appellations of origin can be used to support the growth of rural tourism and provide benefits to local communities.

To leverage the full potential of the IP system, the report recommends inclusion of IP strategies in national tourism plans and tourism policy strategy for regional and local destinations. Not only does good IP knowledge and management help to make use of the protected intangibles, but it also attracts investments and leverages fundraising opportunities.

Finally, tourism authorities are encouraged to raise awareness among tourism and destinations stakeholders on the importance of appropriate IP knowledge and management to foster the sector’s growth  in these challenging times.

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UNWTO and IATA Collaborate on Destination Tracker to Restore Confidence in Travel

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The World Tourism Organization (UNWTO) and the International Air Transport Association (IATA) announce a Destination Tracker in preparation for the restart of international travel. It is the result of both organizations joining efforts to boost confidence and accelerate recovery of the tourism sector when borders reopen. The UNWTO-IATA Destination Tracker is a new free online tool for governments to provide information on COVID-19 requirements for travel and the measures in place at the destination.

The tool is available through the websites of both organizations and will provide information on: 

  • COVID-19 Indicators including infection rates, positivity rates, and vaccination roll out by destination/country.
  • Air Travel Regulations, including test and quarantine requirements, provided by IATA’s Timatic solution.
  • Destination Measures, including general health and safety requirements such as use of masks, transit through a country, curfew, or regulations related to restaurants and attractions, provided by national tourism organizations.  

The Destination Tracker will fulfil a key need by providing clarity on COVID-19 measures affecting tourism. The situation for travelers is complex with UNWTO data showing that one in three destinations remains closed to tourists. Moreover, restrictions and in-country measures are continuously being revised. 

Governments can use the Destination Tracker to post COVID-19 travel information so that potential travelers will know what to expect at their destination. When fully populated with updated destination information, travel stakeholders including Destination Management Organizations (DMOs) and travel agencies, will be able to obtain the latest destination information, enabling travelers to make informed decisions when borders reopen and travel resumes. The development of the Tracker framework is now complete. Up-to-date information on COVID-19 indicators and air travel regulations is available and systematically updated. Destination information is being progressively uploaded, expanded and updated with official sources as the COVID-19 situation evolves.

UNWTO Secretary-General Zurab Pololikashvili says: “UNWTO is pleased to reinforce its partnership with IATA, a UNWTO Affiliate Member, to provide this important tool. Travelers and companies will be able to check requirements in place for air travel, as well as what measures will be in place at the visited destination. We trust this tool is also critical for governments to track existing travel restrictions and support the safe restart of our sector.”

“It has been more than a year since the freedom to travel was lost as COVID-19 measures saw borders close. When governments have the confidence to re-open borders people will be eager to travel. And they will need accurate information to guide them. With the support of national tourism organizations, the UNWTO-IATA Destination Tracker will help travelers and travel companies obtain the latest information for travel planning,” said Willie Walsh, IATA’s Director-General.

The UNWTO-IATA Destination Tracker builds on the existing partnership between the two parties. In October 2020, UNWTO and IATA signed a Memorandum of Understanding to work together to restore confidence in international air travel. The agreement will also see the two agencies partner to foster innovation to drive the restart of tourism, promote greater public-private collaboration in the field of aviation and the tourism sector in general, and advance progress already made towards achieving greater sustainability and resilience.

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UNWTO and Facebook: Leverage Digital Marketing to Restart Tourism

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The World Tourism Organization (UNWTO) and Facebook have partnered to help global destinations make use of the power of digital marketing as they look to welcome tourists back safely.

Over the past year, the United Nations specialized agency for tourism has been supporting its Member States on a series of initiatives relating to market intelligence and marketing. Now, as tourism begins to restart in some parts of the world, a series of special sessions were held jointly with Facebook to deliver a range of key insights into how the effective use of digital marketing can help destinations gain a competitive advantage in the challenging months ahead.

Three sessions, one each in English, Spanish and French, welcomed participants from 30 countries. The sessions focused on Facebook and Instagram Communication Insights and Best Practices, with participants also given an overview of digital tools and tips for communicating with their target audiences, including through Messenger and WhatsApp. Alongside this, the sessions highlighted the importance of metrics and other key tools in measuring the success of digital marketing campaigns, and role of advertising and creativity in reaching new audiences.

Sandra Carvao, UNWTO Chief, Market Intelligence and Competitiveness, says: “We are very happy to have Facebook on board with us to bring the fundamentals and best cases of digital marketing to our Members. Our partnership will help destinations be better prepared for a new market framework and allow them to use data and digital marketing to reach new audiences and restart their tourism sectors.  

Nicolai Gerard, Facebook EMEA Government Politics & NonProfit Marketing Solution Director says: “We are very pleased to work with UNWTO to help global destinations take advantage of all the benefits that digital solutions and tools can offered. In the times we are living, it is key for the travel industry to implement digital marketing strategies to accelerate the road to recovery.  With this partnership, we believe that travel destinations will gain the necessary tools and skills that will allow them to use all the services available through our family of apps”.

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