Travel trends at the Vakantiebeurs 2019

January 17, 2019

To ring in 2019 with the latest travel trends and developments, Globally Cool visited the Vakantiebeurs again. We combined our tour of the exhibition with inspiring presentations at the Trade Day.

We’ll share some of this year’s highlights with you!


The Dutch travel market: holidays in 2018

In the morning, NBTC-NIPO Research presented their analysis of the Dutch travel market. In 2018 the number of holidays reached 40 million. Around 56% of these trips were outbound, amounting to 22 million holidays abroad. Although this number is fairly stable compared to 2017, spending on these trips increased with 2% as Dutch travellers spent more per holiday in 2018.

NBTC-NIPO also analysed the travel habits of specific traveller segments:

  • baby boomers (aged 57-72)
  • generation X (37-56)
  • millennials (22-36)
  • digital natives (14-21)

Out of these travellers, millennials are keenest on long-haul holidays with 9% of their trips being intercontinental. For generation X this was 6%, closely followed by baby boomers and digital natives with a respectable 5% intercontinental holidays.

These statistics are a great match with our tourism market research for CBI. For example, check out our studies on senior travel and other promising traveller segments including millennials.

Fun fact: our marketing and internet consultant Marleen came THIRD in the interactive Kahoot-quiz among the hundreds of travel industry experts in the room!

Travel trends 2019: a turning point for sustainable travel?

For 2019, Purpose LAB’s Tessa aan de Stegge forecast the following travel trends:

  • detour holidays
  • do good, feel good
  • group travel
  • fix trips
  • cocooning
  • micro adventures

Common themes for these types of holidays include transformation/self-actualisation, attention for the social and environmental impact of travel and avoiding mass-tourism.

According to Tessa, 2019 could be a turning point for sustainable travel. She suggests that in addition to the 10% of “ethical” consumers, a further 70% of consumers could relatively easily be persuaded to make sustainable purchases. This is where CO2 compensation initiatives like FlyGRN come in, which won the award for 2019’s Best Idea in Travel at the Trade Day.

Our tourism trends study gives you more information on key developments, including the increasing demand for transformational travel and sustainability. For information on relevant types of travel, read our research on for instance sustainable tourism, community based tourism, nature and eco tourism, rural tourism, inner wellness tourism and physical wellness tourism.

Conversion is trust: boosting conversion by using quality marks throughout the funnel

For SGR, Martin van Kranenburg discussed the importance of trust in converting website visitors into bookings. As 95% of decisions are made subconsciously, a sense of trust is key to boosting conversion rates.

To build trust, displaying quality marks such as travel association and guarantee fund memberships is key. For example, you should display them in your SEO and SEA ads, as well as on your homepage and your “About Us”-page. Preferably with a personalised approach. These quality marks are especially important to intercontinental (long-haul) travellers, who generally spend most on their holidays

To get you started on your digital journey, we give you 10 tips for online success.

Local food experiences: the fastest growing travel category

Eatwith’s Camille Rumani shared some interesting insights into the world of food travel. For example, food travellers worldwide have varying motives. While the Chinese are interested in culinary travel to experience the local culture and the French use it to meet new people, British and American travellers are actually in it for the new food experiences.

Rather than a potential benefit of travelling, food has actually become the #1 travel motivator. For 2019, an impressive 23% of millennials are planning on travelling to a destination specifically for its culinary options. In addition to meals, popular food experiences now include cooking classes and workshops, themed events, food tours and chef’s tables. According to Camille, travellers value authentic and immersive experiences that make them feel like a local rather than a tourist.

For more information on local food experiences in travel, see our study on culinary tourism.

Carine Matser

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