THR's opinion
2022 Tourism Trends: What can destinations do to get back on track this year?
The effects of COVID19 will continue to be present throughout 2022, though new opportunities for destinations to overcome the pandemic’s challenges will continue to appear.
Here we detail 5 trends for the tourism industry in 2022, and the respective takeaways for how destinations can take advantage of them. Some are continuations of Covid-induced behavior change, though with a slight iteration for 2022 as we enter the third year of the pandemic.
1. Unique, memorable, and experiential trips
After having been trapped at home for months and as restrictions ease, travelers are more willing than ever to release their pent-up demand and make their travel dreams come true. 2022 is likely to be the year when many finally book their “once-in-a-lifetime” trips to experience exciting new adventures, as evidenced by the recent substantial increase in searches for trips to more exotic destinations.
When planning their trips, the majority of travelers consider the “unvisited” factor in choosing their destination. Seeing new places and traveling to destinations they have not visited yet is more important for travelers now than before the pandemic.
Another important factor for this class of traveler is having new experiences. Travelers seek now a greater sense of fulfillment from their trips, and, consequently, travel is becoming more personal. Travelers look for authentic and unique experiences that can be interconnected to deliver what feels like bespoke travel.
Key takeaway: Destinations should identify or create relevant and differentiated experiences that can be used to attract the attention of travelers who have not yet visited.
2. Screen tourism as destination driver
Although there are endless sources of inspiration when choosing a destination, having spent months at home watching series and movies has increased the influence of these audio-visual media on travel planning.
The role of movies and series as drivers of a destination has been analyzed and the relationship between a viewer and the affection he or she has for a particular country or culture shown on screen has been demonstrated.
Along with the desire to travel to these destinations, exposure to on-screen content also leads to an increased interest in heritage, culture, language, and the development of interpersonal relationships, which can transform the way tourists and communities perceive and connect with each other in a destination.
Key takeaway: Integrate destination marketing more actively with audiovisual producers (e.g. by implementing aid policies) to increase exposure through media.
3.Responsible tourism
The behavioral reconsideration of the social and environmental impact of travel during the pandemic has made many travelers realize the negative consequences of mass-tourism for local communities, an awareness that has led to a higher consciousness when booking trips.
Various recent studies have shown that many travelers prefer to have sustainable travel options, and their searches have shifted towards more nature-based, rural, and outdoor options for travelling.
Similarly, regenerative tourism is gaining importance for travelers who value the opportunity to be involved in the preservation of tourism destinations and who adapt their behavior to help the industry become more sustainable in the long-term.
Holidays focused on regenerative tourism might include rebuilding communities as part of the trip, or prioritizing spending directly towards the local people and places visited. Efforts that aim at creating value for the local community can help travelers add purposeful elements to their holidays.
Some destinations, such as the Olympic Peninsula in Washington state, are already addressing this opportunity, for example by involving travelers in activities that will help travelers regenerate salmon habitats, or become involved in tribal culture.
Key takeaway: Clearly communicate the measures taken by the destination to ensure the well-being of local communities despite the potential challenges posed by overtourism. Successful destinations go one step further by creating new experiences that involve tourists in regenerating the local environment and community.
4. Travel for personal care
With increasing attention to both physical and mental health as a result of the pandemic, self-care is gaining importance in our daily priorities. Travel since time immemorial has offered individuals the opportunity to disconnect and recharge, inevitably supporting the path to well-being. Now, however, there is more intentionality to traveling for personal care.
Health, lifestyle, and wellness products are of high relevance for those travelling, even without a specific mandate for self-care at a destination.
Visit East Yorkshire has included the claim “Find time for you” in their communication over the past months, highlighting meditation, yoga, spa and other self-care related experiences that can be done at the destination.
Key takeaway: Introduce or increase the importance of the “self-care” concept in the destinations’ communication messages and product suite.
5. Digital nomads
Thanks to the freedom of remote working, widely adopted during the pandemic, travelers have the increased opportunity to work and travel at the same time. The demand for workcations is therefore expected to keep increasing, and the hospitality sector will progressively need to accommodate more of this type of traveler. The main needs for this segment are generally a fast wi-fi connection and access to co-working spaces for the working part of their stay.
On the other hand, during their free time, this class of traveler generally seeks activities that allow them to get to know the local culture and to stay active after work. Thus, walks in nature, surfing, wellness options, and opportunities to learn about traditions from local people are highly valued.
Barbados and Croatia are some of the destinations that are already offering special visas and aiming to become attractive for this particular type of traveler.
Key takeaway: Ideate co-working areas, ramp up wi-fi solutions, offer special visas, and create an experiential offer that brings nomadic travelers together and allows them to connect with the local community.
In summary
Travelers’ motivations and ways of travelling have significantly changed over the last two years. The pandemic still plays an enormous role in our decision-making process when planning our trips, but understanding and acting on these tourism trends can help destinations make the most out of this year.