trends in tourism marketing

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Plotting The Next Big Thing: 2024 Travel and Tourism Marketing Trends

By Hayley Corbett

January 6, 2024

2024 offers no shortage of events and trends to reshuffle the travel and tourism marketing landscape. 

From cutting-edge AI and shifting consumer priorities to major events directing tourist flows, this is undoubtedly a year of great change and opportunity. 

As travelers embrace new tools and trends post-pandemic, destination marketing organizations will need to keep pace and capitalize on emerging niches. 

Flexibility, innovation and insight set apart winners as always. 

What trends and tech should define marketing efforts this year? Let’s explore the pivotal changes that separate winning destinations in 2024’s decisive travel environment.

AI Goes Mainstream for Travel and Tourism Marketing in 2024

While just 17% of American travelers tapped AI tools for vacation planning over the past year, that figure is set to skyrocket in 2024. ChatGPT has dominated thus far, cited by 63% of AI-assisted travelers, but new platforms like TripAdvisor are entering the space. 

And with 50% of travelers now open to leveraging AI for future trips, an explosion in adoption looms. Though only 6% used generative tools like ChatGPT in 2023, Expedia forecasts mass acceptance incoming. 

Outside of the apps, Google’s Search Generative Experience (SGE) is also using AI to share travel planning by including AI-generated responses right into travelers’ search results. 

For destinations, the implications are immense — 2024 may see swaths of visitors arriving with AI-powered itineraries in hand. To capitalize on this seismic shift, DMOs must ensure prominence on AI platforms, craft specialized travel packages and position themselves as go-to local experts to shape data-driven recommendations. 

The AI-fueled travel surge is inevitable; early movers stand to welcome an influx.

Astrotourism: A Year of Rare Celestial Wonders

Astrotourism, a form of niche tourism centered around stargazing and astronomy, is poised to soar in 2024 as a leading travel trend. With several rare celestial events on the calendar, from vivid meteor showers to an exceptional northern lights display, 2024 marks a banner year for witnessing breathtaking sights in the night sky. 

• Total Solar Eclipse on April 8: The most monumental event is undoubtedly the total solar eclipse on April 8, with the Moon fully obscuring the Sun in a narrow path across parts of Mexico, the central U.S. and Canada. Total solar eclipses occur about every one to two years but are only visible from any given location about once every 400 years, offering a truly singular sight.
• Vibrant Meteor Showers: Several of 2024’s meteor showers may produce incredible shows, especially the Quadrantids in early January and the Perseids in mid-August. With limited moonlight, these have the potential for upwards of 60-100 vivid meteors per hour at peak, an awe-inspiring display.
• Extraordinary Northern Lights: Due to the approaching solar maximum in 2024-2025, scientists anticipate the best northern lights in years during the start of the decade, with their vibrant colors possibly visible farther south than usual under optimal dark sky conditions.

Destinations around the world are leveraging these astronomical phenomena and the rising popularity of astrotourism by offering specialized services such as expert-guided stargazing sessions, bespoke event packages and lavish accommodations tailored to sky-watching. From the salt flats of Botswana to the Adriatic coastline, stargazers can fulfill their celestial dreams in wilderness hideaways or at luxury beach resorts primed for astronomy. 

As travelers increasingly seek restorative, transformational trip experiences, destinations marketing their awe-inspiring night skies and astronomy-focused amenities can tap into this cosmic travel niche in 2024 and beyond.

Election Year Mutes 2024 Travel Spend

The 2024 presidential election cycle casts uncertainty for discretionary travel spend, with historical dips in election years. 

Domestic and international travel still rank as top priorities for high-income households, but shortened planning cycles point to last-minute bookings. DMOs can leverage flexible offers, emphasize value and keep messaging inspiring — yet sensitive — to the political climate. 

Promoting convenient weekend getaways, discounted shoulder season packages and easy full-refund booking can attract hesitant vacationers. While election distractions may mute 2024 travel initially, deploying strategic promotions as votes are counted can help destinations gain market share into 2025. 

Capturing wavering demand just before or after an election makes for savvy marketing.

Wellness Travel to Skyrocket

Fresh off 36% annual growth from 2020-2022, the thriving $651 billion wellness tourism industry is forecast to rapidly accelerate – projected to reach a soaring $1.4 trillion value by 2027. 

As personal health, self-care and mental health become indispensable to travelers planning 2024 getaways, quality sleep will take center stage. Destinations should highlight specialized programming like multi-day sleep optimization retreats, mindful meditation and partner with hospitality brands offering amenities to aid sleep health. Blackout shades, pillow menus and Sleep Concierges are just the start. 

Marketing efforts should also showcase nature excursions, yoga sessions, spa treatments and other local wellness offerings. Catering to this high-value niche with personalized, restorative experiences taps into its meteoric post-pandemic rise. 

With wellness tourism showing no signs of slowing its explosive expansion, destinations that promote transformative sleep and overall well-being are poised to gain happy, healthy visitors and significant revenue. Early movers stand to win big.

Gig Tripping Hits the Road 

Gig tripping, traveling specifically for concert tours and festivals, is skyrocketing thanks to major 2024 world tours like The Rolling Stones, Bruce Springsteen, Madonna and Bad Bunny. 

With 44% of US travelers willing to fly short-haul and 18% long-haul to see artists abroad according to Skyscanner , often for ticket savings, gig tripping has mass appeal. Destinations can create targeted campaigns spotlighting the exact performances, highlighting discounted accommodation and transport packages bundled with tickets. Tailored festival sponsorship opportunities also hold potential. 

Similar to the rise of bleisure travel , extending gig tripping beyond concerts to emphasize broader local music culture and unique destination amenities, could further attract ideal travelers. 

As tens of millions combine live shows with tourism in 2024, destinations leveraging their music scenes have a stage to draw substantial new visitors and revenue.

‘Dupes’ Drive a Sustainable Shift

The TikTok-famed concept of substitute “dupes” is steering 2024 travel away from over-visited hotspots and toward fresh discoveries. 

Expedia uncovered major flight search spikes for unexpected alternatives to popular destinations. These changes are signals of travelers moving from packed bucket-list locales to lesser-known gems offering similar amenities for less. 

• Taipei, Taiwan for Seoul, South Korea (+2,786%)
• Pattaya, Thailand for Bangkok, Thailand (+249%)
• Paros, Greece for Santorini, Greece (+193%)
• Curaçao for St. Martin (+185%)
• Perth, Australia for Sydney, Australia (+109%)

Dupe Destinations also aid sustainability by redirecting tourists from saturated destinations to places with capacity for more visitors. 

DMOs have a pivotal role to play by spotlighting their regions as affordable, crowd-free alternatives. Tailored marketing that draws parallels to beloved but maxed-out destinations, like emphasizing Pattaya’s vibrant culture or Paros’ azure waters, will entice tourists as it does in their related destinations. Packages pairing discounted flights with small distinctive hotels can also tap the trend. As “dupes” gain steam for underrated authenticity and value, destinations creatively positioned as the next hot-yet-hidden spot will win big. 

Capturing this wave early helps disadvantaged places by distributing travelers and dollars sustainably.

Foodies Hungry for Flavor

For many globetrotters, it’s the flavors that leave the most lasting memories. According to Amex, 81% eagerly anticipate trying local cuisine above all else when traveling . Culinary adventures satisfy more than just taste buds – they offer a tasty window into regional cultures.

Whether it’s slurping hand-pulled noodles in Shanghai, nibbling sweet French macarons by the Eiffel Tower, or gingerly biting into a scorching hot Carolina Reaper pepper grown by chiliheads in New Mexico, iconic bites crystallize a place in our minds.

Street markets promise adventure, chaos and discovery, too. Travelers can lose themselves amid Marrakesh’s Djemaa el Fna’s thrills or Seattle’s lively Pike Place Market sights and smells. From steaming skewers to towering fruit stacks, iconic markets can feed minds as well as stomachs.

In 2024, increasingly motivated by cuisine, 50% of U.S. travelers will select vacations based on iconic restaurants or food festivals alone. Destinations can spotlight signature dishes, interactive cooking classes, once-in-a-lifetime Michelin-starred dining and quirky food experiences to transform menus into travel brochures. Satisfying appetites for authentic flavor promises delicious returns.

Seize The Moment

As forces reshape travel in 2024, the key becomes responding strategically to ride this wave of change. 

By harnessing engaging content and innovative campaigns, spotlight the competitive edges that set your destination apart. Target emerging niches and embrace new technologies, not just to keep pace with shifting demands, but to redefine them. 

More than ever, position your DMO not just as the ‘go-to local experts,’ but as the heart of a collaborative network that pulsates with the passion and energy of your local community. This is more than adaptation; it’s about crafting the future of travel, one inspired step at a time.

Our team at Noble Studios lives at the intersection of creative digital performance marketing. We can help you gain an edge amid 2024’s pivotal developments. 

Let’s connect to craft tailored strategies for your destination to flourish today and tomorrow.

Hayley Corbett

Associate Director, Client Experience

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Effective Tourism Marketing and Promotion Strategies in 2024 and beyond

By: Marium Farooq

December 12, 2023

Table of Contents

According to a study by Statistica in February 2023 , global travel is expected to go up in 2023 and 2024. After a big drop during the COVID-19 pandemic, travel started picking up again in 2022. The forecast predicts a 15.5 percent increase in people visiting different countries in 2023 compared to the year before. At the same time, the number of people traveling from one country to another is estimated to go up by nearly 16 percent during this period.

The tourism industry stands out due to its distinctive nature – it involves marketing and selling experiences that include various elements such as destinations, services, and activities. Unlike typical products, the competition in this industry is consistently intense. To effectively compete with others, marketing strategies must be not only creative and unique but also comprehensive. This calls for meticulously crafted approaches that offer a distinct edge over competitors.

To thrive in this expanding and profitable industry, you require a marketing strategy that suits the modern, ever-changing digital landscape. Run promotional campaigns to increase visibility for your brand, and most importantly, attract more customers. Here are some strategies that can give you the competitive edge you’re seeking:

1. It all begins with understanding your Target Market

The first step is to comprehend your ideal customers. Understanding your customers is the initial key to a powerful marketing strategy. The most effective way to do this is by creating an ideal customer profile that addresses key questions: Who are your customers? What is their demographic information? What motivates them? What interests them, and where do they seek information? How do they prefer to book their experiences? If you have successfully answered all these questions, you can start mapping out your communication strategy that highlights what makes you unique. These customer personas will form the foundation of your marketing strategy.

2. Social Strategy 

As we’ve discussed previously, what sets the tourism industry apart is the intense level of competition it faces. In the world of tourism, the saying “seeing is believing” holds significant weight. Nowadays, customers have high expectations, seeking a fully immersive experience and meticulously planning every aspect of their trips – from bookings to sites and experiences. The key? They want to visualize it all before embarking on their adventure. Given these dynamics, social media is an essential part of your digital marketing that emerges as one of the most potent marketing channels for your tourism organization – provided you choose the right platforms. Each platform presents its unique features and challenges. The two most popular social media platforms for travel marketing are:

Instagram: Instagram boasts over 1.5 billion monthly users , and its user base continues to expand. The platform’s remarkable growth positions it as one of the most trending platforms, coupled with the fact that it is entirely visual. This unique characteristic makes Instagram exceptionally effective for tourism marketing.

The platform has witnessed substantial growth in its mobile video content since its launch, with brands increasingly relying on this medium to enhance engagement metrics and conversion rates. As a tour operator, your responsibility is to assist your potential customers in crafting the perfect tour package and ultimately a great vacation experience. On Instagram, you can captivate your audience by sharing pictures of experiences, hotels, meals, and itinerary events to facilitate their planning process for your tourism business.

Facebook: With over 3 billion monthly active users , Facebook stands out as the most populated social media platform, underscoring the importance of establishing a presence on this platform. However, how can you effectively leverage Facebook for your travel marketing? First and foremost, ensure that your business information on Facebook is complete. Often, travellers access such information about the tourist activity or tourism product through your Facebook profile, particularly if you operate a small business or if your official website has a low ranking on search engines. Given Facebook’s status as the most populated platform, it consistently receives high rankings and Domain Authority on search engines making it an essential tool for your social media marketing.

Another way travellers love to interact with a tourist destination is through check-ins, especially beneficial for destination marketing. Ensure that you use location targeting in your ads, as well as other parameters such as language, age, gender, interests, behaviours, etc. for a highly targeted marketing campaign.

Whether employing precise targeted advertising or a tourism promotion, the platform guarantees that your offers reach your intended target audience. Furthermore, it provides an opportunity to deepen your understanding of your customers, ultimately boosting sales for your travel brand.

3. Create Immersive Content with Reels

When it comes to visual content, more is better. Reels are one of the most exciting features offered by social media platforms such as Facebook, Instagram, and TikTok, and they are excellent for capturing the attention of diverse audiences. Reels provide a fun and interesting way to connect with your audience. When considering the duration of your video content, ensure it includes all aspects of your experience. You can later break it down and repurpose it on different platforms. Create stories, TikTok reels, visuals for your Facebook creatives, and more.

Depending on your content, you can attract more audiences, increase your brand awareness,inspire your audience, and showcase your services. Focus on what your audience is looking for instead of creating mundane behind-the-scenes videos of your work unless that’s what your audience desires. Otherwise, stick to the fully immersive experience you offer. Your visual content is the key for the successfulness of your content marketing.

One of the key challenges tour operators face is how to distribute content effectively without being too redundant. As mentioned earlier, more is better. Create multiple videos of your offerings, focusing on each aspect of the services you provide. This way, you have plenty of options to choose from and can easily edit and use them on multiple platforms using various online tools.

Another crucial aspect is not to omit important information. If your audience is inspired by the experiences you offer, they will likely be interested in tiny details such as the location, prices, availablilty, customizations, and who they can contact to work out a plan. Make sure you address all these questions.

4. Leverage Social Media Influencers

After creating and effectively distributing your video content, if you find it becoming repetitive, consider engaging Instagram influencers followed by your target audience. Influencer Marketing not only adds credibility to your business but also plays a crucial role in expanding your reach to new audiences.

The key lies in selecting influencers wisely. As a tour marketer, it may be tempting to focus solely on the number of followers each influencer has, but this approach overlooks two crucial pieces of information. Firstly, consider whether there is a match between the influencer’s brand personality and yours. Is your target audience likely to follow this specific influencer? This question harks back to the beginning of our blog, where we emphasized creating an ideal customer profile. If there is a match, the second crucial piece of information is the level of influence the influencer has over their audience. This can be determined by analyzing the engagement of the influencer’s followers. At times, influencers may have a modest follower count but a high level of influence, presenting an opportunity for you to strike a profitable deal with them which might be essential for a successful tourism marketing campaign.  

5. Create a Seamless Website Experience

Your website serves as the primary tool to enhance your conversion rates, representing a critical component of your customer’s journey where key decisions are made. The first crucial aspect is to ensure all essential information is readily available, creating an easy booking process. Missing information may prompt customers to leave your website to seek details on your social media platforms or, worse, abandon the booking process. Display all relevant pictures, video content, and details where the booking occurs.

Pro Tip: Enhance your website’s efficiency by utilizing advanced booking software like Zaui, which significantly aids in establishing a seamless booking process for your guests.

The second pivotal element is the user experience on your website. If it is cluttered, slow, or difficult to navigate, it can significantly impact your booking numbers. It is important to maintain a well-designed and organized website for a smooth user experience. The third key point is to integrate a booking system directly into your website to initiate online bookings. Consider using Zaui, a popular booking system that enables revenue growth and automates everyday reservation tasks. Book a demo, and our experts will guide you through the platform, addressing all your questions.

6. Google Things to do

Consider the first step in trip planning: a keyword search on a search engine. With Google commanding over 90% of search traffic, securing visibility on this leading platform is crucial. Ensure your presence spans four relevant surfaces: Google Maps, Google Travel, Google Search, and your Google My Business Profile, each with unique attributes.

To learn how to enhance your visibility and outperform popular OTAs on these platforms, download our Google Things to do ebook . Alternatively, reach out to us for a personalized demo to experience our advanced integration with the Google Things to do platform. Over the past year, our Zaui experts have dedicated themselves to providing tour operators with a premium experience on Google Things to do, marked by advancements in integration and exemplary support. Download the ebook now to get started. CTA – Download Ebook

7. Email Marketing

If you currently don’t have an email list, it’s time to start building one. Your email list is among the most crucial marketing assets you possess, offering greater power than many other marketing channels since Email Marketing is the third-highest return on investment (ROI) .

Ideally, incorporate a subscription form on your website to invite visitors into your online community. This allows you to reconnect with them and potentially convert them into paying customers.

Another facet of your Email Marketing strategy involves guest communication . Establish a seamless guest experience with effective pre and post-trip notifications. Utilize this avenue to build credibility through reviews, ensuring the automation of review notifications. If you find this challenging, there’s no need to worry; your booking software can seamlessly handle it. Book a Personalized Demo with Zaui to explore these features further.

8. Tap into The Power of Reviews

Your reviews serve as a window into customer satisfaction, and there has been a consistent increase in reliance on them. Multiple review sites, such as Yelp, TripAdvisor, and Google Local, are perfect for building an online presence and reputation. Consider joining one or a couple of notable platforms and be diligent in responding to all reviews, both negative and positive. This demonstrates that you are attentive and value all feedback.

Another crucial aspect is the use of pictures, which provide the highest form of credibility. This is where you can elevate your marketing efforts. Photo marketing tools like Fotaflo and PicThrive can seamlessly integrate with your booking system , assisting you in getting direct referrals and reviews that outshine your competition, thereby enhancing your visibility. In tourism marketing, visual content plays the most important role, and professionally taken pictures shared through photo marketing tools provide control over the quality of visual content, as well as improving the overall guest experience.

Standing out in the tourism industry can be a daunting task. However, by incorporating a few unique and modern marketing tactics, you can create a memorable experience for your customers, ultimately strengthening your tourism marketing strategy. With the right strategy and approach, your marketing efforts can help you build deeper connections with your target audience, allowing you to stand out in a crowded market and achieve long-term success in the tourism industry.

If you are seeking unique ways to outshine your competition, get in touch with Zaui. We offer an All-in-One Booking Solution fully equipped with tools and services to help you attain the marketing success you are seeking for your business.

Book a Demo!

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8 good tourism trends for 2024.

• January 2, 2024
• No Comments

The future of tourism in 2024

The start of a new year is a great time to look towards the future. What’s happening and what’s changing? What are the most relevant trends and which ones are worth following?

The travel industry is thriving after the pandemic and exciting trends and developments are on the way. In this article you’ll find a selection of 8 trends that we believe are here to stay and are worth tapping into as a travel business.

8 key good tourism trends in 2024

To help you achieve a successful year, we listed 8 key good tourism trends that we find worth following. Be inspired and informed on how to respond and benefit.

In this article

• Cool weather summer vacations
• Increased growth for shoulder seasons
• Low-carbon adventure travel
• Long distance train travel
• Culinary tourism
• Passion focused niche travel
• Responsible revenge travel

Good tourism trends in 2023

Good tourism trends in 2022, trend 1: cool weather summer vacations.

The most popular destinations for the summer holiday were mainly those where the sun was shining brightest. In Europe, travellers would usually travel south to visit Spain, France, Greece and Italy and enjoy the Mediterranean climate. However, with the rising temperatures caused by climate change, we’ve seen extreme hot weather with temperatures rising over 40 degrees (104 °F). Resulting in a boiling hot summer in Europe but also in North America and China.

Travellers now think twice about visiting the same areas and are looking for summer destinations with moderate weather. In Europe, Northern destinations such as Norway, Finland and Iceland are gaining popularity. Also, in other parts of the world travellers are looking for cool weather summer vacations. In the US, they are promoting summer destinations with an average temperature of 80 °F (26 degrees).

How to respond to this trend

If you have the opportunity to expand to more destinations, focus on those that have cooler weather in the summer season and promote the benefits to your customers. This is also your chance to explore new destinations. Make sure to not simply follow the competition but to look closely at what fits your business and ideal customer best.

Travelling in shoulder seasons has many advantages for travellers.

Trend 2: Increased growth for shoulder seasons

Very much linked to the rising temperatures worldwide, there is an increased growth for travelling in the shoulder seasons, off-peak season. Instead of visiting destinations in their high seasons, travellers are looking to travel off-season more and more. Destinations that are usually in high demand in the high season are now gaining momentum for the shoulder seasons. The months before and after the peak.

Travelling in shoulder seasons has many advantages for travellers. Besides avoiding the extreme heat that some destinations experience in high season, they’ll also escape the crowds of tourists flooding every city, beach and landmark. And on top of this, the shoulder seasons are cheaper to travel in.

To follow this development and encourage your travellers to travel in shoulder and low season , you need to start adapting your itineraries. Develop brand new itineraries specifically for these shoulder seasons and excite your travellers for travelling off-season.

Read our article: “How to develop low-season travel experiences”

Trend 3: Low-carbon adventure travel

Now that more travellers opt for cooler summer destinations there is a growing increase in low-carbon adventure travel. These destinations are perfect for spending more time outdoors and enjoying nature . The global adventure tourism market size is projected to reach $2 trillion by 2032 and is expected to continue to grow steadily!

With the increase of awareness of climate change, there is also a growing focus to reduce emissions while travelling. Travellers seek more immersive travel experiences that don’t produce emissions while being outdoors. Low carbon adventure travel experiences are the answer, where travellers engage in outdoor adventure experiences, but without the emissions.

Great examples of low-carbon adventures are:

• Mountain climbing
• Paddleboarding
• Rock climbing
• Scuba diving

Adventure travel experiences have always been popular, and they are in high demand from travellers in varied travel segments. Focus on adding more low-carbon adventure experiences to your itineraries. Thereby, reduce emissions in existing travel products to respond to this trend and also look into develop new low-carbon adventure experiences.

Read our article “Benefits of carbon-free travel experiences”

70% of travellers are craving a sense of calm and relaxation on their trips in 2024.

Trend 4: Calmcation

According to a study by Campspot , 70% of travellers are craving a sense of calm and relaxation on their trips in 2024. Travellers are feeling stressed in the post-pandemic phase and with the unpredictable global economic landscape, people are looking for a way to truly unwind. Calmcations have emerged as the ideal solution, offering a break away from complexities and uncertainties of daily life.

Travellers are looking for experiences closer to home, more affordable and immersed in nature. This means that in 2024, we’re back to nature driven travel but with a comfortable twist. Not only the committed camper is interested, so are many other travellers. They’re looking for beautiful destinations with facilities for a comfortable outdoor experience. Camping trips in nature where they can breath in fresh air, enjoy amazing views, and water-themed.

Travellers are looking for nature driven travel, but with a comfortable twist. Depending on your ideal target group , offer (luxurious) camping adventures combined with low-carbon travel experiences. Besides tents, cabins and ecolodges also fit well into this trend. Focus on developing experiences or complete holidays that allow travellers to take a break from their own life and reconnect and enjoy nature.

Trend 5: Long distance train travel

Rail travel is predicted to be one of the fastest growing travel categories worldwide in 2024. With a new wave of rail lines, itineraries and new train travel booking platforms, there is a growing demand for long distance and luxury train travel. According to the Euromonitor’s travel survey , one third (33%) of travellers prefer alternatives to air travel such as rail for their trips. There is a growing climate consciousness of both travellers as travel businesses, looking to travel more responsibly.

In Europe, new connections are being announced and it’s more attractive than ever to hop on a nightjet train to comfortably explore European cities such as Berlin and Prague or to Alpine ski resorts for a winter holiday. In Asia, the Eastern & Oriental Express is making a comeback in February and let’s not forget about the extensive rail network in Japan, India and Canada. With more and more rail lines (re)opening, train travel is the solution for those that want to traveller slower, travel off the beaten path and reduce their emissions.

Train travel is more popular than ever among travellers so make sure to follow this trend. You can offer train travel as main transport mode to replace flights and reduce emissions or include train travel as a local mode of transport in the destination. You can also offer complete railway itineraries where the experience is the train ride, and not just the mode of transport.

Trend 6: Culinary tourism

For many people, food is one of the main reasons for travelling somewhere. Travellers are eager to explore a destination through its restaurants, farms, traditional ingredients and local dishes. Trends observed for next year are travelling with chefs, unpretentious wine-tasting and dining with locals. Travellers not only want to eat locally during their trip, but they also want to cook and eat with locals.

According to Food & Wine , there is also an increase in Foodie Field trips, where travellers have the opportunity to participate in classes such as bread baking and coffee roasting.

Social media also has a large influence on this trend, especially on younger travellers. Influencers are highlighting certain destinations and restaurants with special food that people will want to taste, sometimes even resulting in the so-called TikTok queues.

As we mentioned, food is one of the main reasons for travelling somewhere. Review your existing (or new) destinations and highlight the food experiences. What’s the destination known culinarily and what’s there to explore? Include local food experiences such as cooking classes and ensure the traveller actively participates in the food scene.

Looking to have your travellers explore the local cuisine? Social enterprise Resirest connects local families and travellers in food experiences. They empower local families long-term, while providing travellers with a unique, cultural and local food experience.

Trend 7: Passion focused niche travel

Culinary tourism is a very specific trend, based on the travellers passion for culinary experiences. In 2024, passion focused niche travel is booming. We’ve already seen that travellers are choosing experiences over specific destinations, and this year they’re more passion-led than ever. Passion focused travel is all about customisiation and personalisation based on your ideal customers.

The better you know your customer, the more insights you have in their passions and travel wishes. The thing with passion focused travel is that it’s very niche specific. It’s about being hyper-focused on what desires travellers have in experiencing and developing new itineraries around it.

Examples of passion focused niche travel:

• Passion for horses: spending a week in the African bush on horse-back
• Passion for dinosaurs: visiting dinosaur museums and learning about their history
• Passion for wine: touring a wine area, tasting and learning about the process
• Passion for birds: visiting designated areas to go bird spotting with experts

To actively follow this trend, you need to have in-depth insights in your ideal customer. Tailoring your travel experiences to their passions or even creating entirely new products for them, requires you to know their passions. Dig deep into your buyer-persona and determine the best combination of passion, destination and experience and turn this into a passion focused niche experience.

Read our article “How to identify your buyer persona”

This year, we’re looking at responsible revenge travel.

Trend 8: Responsible revenge travel

Revenge travel is a trend from last year and it’s the type of travel where people make up for missed adventures due to the pandemic. These trips are often fast-paced, bucket-list-ticking trips and focused on travelling as much as possible. It’s leaving travellers exhausted, they’re not truly connecting to a destination and are not taking sustainability into account that much.

This year, we’re looking at responsible revenge travel. Travellers are still looking to explore the world and make up for the time it was impossible to travel. But they’re doing it more consciously. They’re looking to travel to cool(er) weather destinations, travel in the shoulder seasons, go on low-carbon adventures, spend time outdoors calmcationing, travel by train, enjoy the local cuisine and simply love travel!

Travellers are looking for ‘the experience of a lifetime’ trip and grand adventures, but in a responsible way. Make sure to develop and promote travel itineraries that maximise positive impact and have travellers use their money as a force for good. Lead them off the beaten path, support the locals, celebrate local culture, ensure animal welfare , protect nature and reduce emissions.

Read our practical Good Tourism guide

What does your future look like?

We’re excited for the coming year and looking at the trends, there are great sustainable developments taking place. When responding to the good tourism trends, make sure to always apply the principles of people, planet and profit. Follow trends, improve your travel experiences and grow your business; but focus on creating positive impact.

Don’t forget that trends can also be combined. Think about low-carbon adventures or culinary tourism in shoulder season or calmcations in cool weather destinations. Be creative and use these developments to stand out from the competition, distinguish your travel experiences and be on your way towards travel success. Travel is a force for good, maximise its impact!

2023 was our second year we published an article with trends for the future of tourism. Are you interested to see if our predictions came true? Read our 8 key good tourism trends for 2023 below.

• Good tourism
• Excellent customer experience
• Strong online visibility
• Outdoor nature experiences
• Travelling off-season
• Remote working
• Local travel market
• Spontaneous travel

Trend 1: Good tourism

Travellers are looking for experiences that benefit the destination they’re travelling to. Good tourism is the concept of creating positive impact on people and planet, while offering great travel experiences.

This has always been a movement, but travel behaviour has shown it’s becoming more important. Travellers are looking to:

• Reduce their negative environmental impact
• Support local economies
• Support local cultures and communities
• Visit lesser-known destinations
• Contribute to nature and wildlife protection
• Reduce their carbon footprint

“90% of consumers look for sustainable options when travelling” – Expedia Group

Trend 2: Excellent customer experience

Travellers expect a personal and efficient customer experience (CX) at all times. They judge every interaction they have with your business and each of these interactions are evaluated. From the first up until the last contact moment, businesses and employees need to be on their best behaviour. Both offline and online.

The expectations of excellent customer experiences (CX) are changing , and loyalty and speed are more important than ever. So, it’s key you know what you stand for, and who you want to attract and to offer fast and personalised services.

“Being able to serve relevant information at the right moment in the customer journey often determines success” – Evolv Al

Trend 3: Strong online visibility

Travellers spend a significant time online searching for travel inspiration and tips. They’re absolutely doing so again in 2023. The importance of being visible online is still growing every year. We’re expecting for video to take over even more (look at the rise of TikTok).

With these travellers going online to find their next dream destination you need to be prepared. Make sure to have a fast and user-friendly website , your Google Business profile up to date, focus on content marketing , be active on social media channels where your target group is active and don’t underestimate influencer marketing .

Trend 4: Outdoor nature experiences

Travellers are looking to experience and explore the outdoors more often. The pandemic has made a lot of people realise how much they love the outdoors and how much they appreciate it. Travellers want to go out, breathe in fresh air and go back to basic . Think about multi-day trekking or camping trips.

Important to remember when looking at this growth in outdoor nature experiences, is to always develop travel experiences that are good for the planet too. Therefore, focus on carbon-free travel experiences where possible to truly connect travellers with nature.

Trend 5: Travelling off-season

Travellers are looking to avoid crowds and overtourism and go for a different experience instead. Travelling off-season is cheaper due to less demand, there are less people around so no crowds, and travellers are able to experience a completely different side and feeling of the destination.

Trend 6: Remote working

Travellers realised they can make the world their office and work remotely. The ‘work from anywhere’ trend has changed the tourism industry. The number of remote workers is growing rapidly and opening a new market for long-stays. Remote workers are usually very flexible, travelling to new destinations to work while exploring new surroundings.

The interesting factor here is that remote workers don’t need 24/7 entertainment while travelling. They’re working after all. What they are looking for, is a structure or plan of how to travel, where to stay and where to (co-)work.

Trend 7: Local travel market

Travellers have the desire to stay closer to home for ease, comfort, and local connection. Again, pandemic times have shown them there is a lot to explore close to home. They’ll be exploring lesser-known cities, going to the highlights they ignored before or rewinding in their own unexplored nature.

Be aware that people staying in their own country are looking for different experiences. This means they won’t be triggered by the same marketing messages you’re sharing to attract inbound travellers. Adapt your marketing efforts to their needs to ensure interest and bookings from locals.

Trend 8: Spontaneous travel

Travellers want to turn their ideas into travel plans quickly, easily, and last-minute. Planning proved to be difficult and unpredictable during pandemic times. People got used to not making plans at all or making them very last-minute.

They’ll most likely continue this behaviour and decide when and where to travel only shortly before departure. As a tour operator, you can expect more last-minute bookings and also less time between travel request and booking.

2022 was the first year we published an article with trends for the future of tourism. Are you interested to see if our predictions came true? Read our 6 key good tourism trends for 2022 below.

• Online preparation
• Loyal customers
• Philantourism
• Minimum carbon footprint
• Continued care for health and safety
• Experience of a lifetime

Trend 1: Online preparation

According to Google research, travellers who took a large trip in 2021 spent over 70% of their time researching their trip online. It’s expected this will grow in 2022 as well. When travellers are spending this much time online, they’re searching for inspiration, tips, and companies to book their trips with.

How to respond

You can respond this trend by being visible online. Invest time in your online marketing strategy. Make sure your website is found by those researching their next trip. You can achieve this through content marketing. This strategy helps you give potential customers what they are looking for, while they are actively searching for it. This means creating content, such as blogs, photos and videos about your business and everything you offer.

Also make sure to be active on social media for online brand visibility but also to convert followers to clients .

Trend 2: Loyal customers

It’s predicted that in the coming years, travellers will look to remain loyal to brands and businesses that align with their values. Brands that care for the planet and who contribute to a better world. If travellers found a brand they love, they’ll choose to come back again instead of searching for something else.

Earning customer loyalty is not something you can do overnight. Key is to make sure to know and communicate your own value. How can travellers align if you are not certain about yours? Also focus on increasing your customer value. There are no real shortcuts or easy ways to stimulate loyalty. You have to work hard and earn it, as creating loyal customers requires care and devotion.

Lastly, also (re)connect with your customers via email marketing to keep on top of their mind. You’ll benefit from this as soon as they’ll start travelling again.

Trend 3. Philantourism

Philantourism is a trend that originated in COVID-19 times and is a natural evolution of volunteer tourism. It’s tourism where travellers choose off the beaten track destinations to spend their free time and their money. Specifically in those destinations that need it the most. They don’t commit to projects locally, but simply spend their money to benefit the local economy .

Both you as a tour operator and your customers are important for this trend. For tour operators, it’s important to offer trips and travel experiences to lesser-known destinations and create itineraries that support the local economy. You can also increase your impact by developing community-based tourism .

For travellers, it’s important they know where to go and how they can best support the local economy. Do this by adding tips for local restaurants and shops to your itineraries and traveller communication . This stimulates travellers to go out and spend locally!

Trend 4. Minimum carbon footprint

This is already a very familiar trend to most tour operators, but now it’s also a growing factor for travellers. According to research by Ipsos, 50% of travellers claim that carbon emissions and offset options are worth considering when booking a new trip.

First, it’s important to take the goal of a low(er) carbon footprint seriously. Sign the Glasgow declaration and start reducing your emissions. In your office but also in the trips and experiences you develop. Offer destinations closer to home and include train travel. Also focus on slow travel and add carbon-free travel experiences. Hiking, biking, sailing, and kayaking are popular and allow travellers to experience the destination to the fullest.

Thereby, also provide your customers with the option to compensate their trip. Be transparent in your calculations and offsetting program or partner.

Trend 5. Continued care for health and safety

Not surprisingly, research continues to show that health and safety measures regarding COVID-19 make travellers feel safer. Travellers search online for the specific regulations and measures companies take to provide a safe experience. They expect their well-being to be top priority throughout their trip.

COVID-19 is here to stay, at least for now. Most importantly is that you take responsibility for the health and safety of your customers. Update your company health and safety protocol where relevant. And clearly communicate the safety regulations to your customers. Be clear and positive about what’s possible in the destinations you offer. But also manage expectations and prepare customers for changes.

Additionally, also make sure to have fair and flexible cancellation policy available. (Potential) customers require transparency and honesty.

Trend 6. Experience of a lifetime

Flowing from two years of COVID-19, lockdowns and travel restrictions all over the world, travellers are looking for “the experience of a lifetime” trips. They realised they don’t want to postpone their bucket list trips and are looking for grand adventures for when they can finally travel again.

Offer travellers the experience of a lifetime by creating new (and longer) itineraries with the highlights of the destination. Create trips that make travellers travel slower and experience the destination to the fullest. Don’t forget that a highlights trip does not necessarily mean including the most famous tourist attractions. Surprise your customers by going off the beaten track and to offer them something special.

For the best tailored experience, make it easy for travellers to add smaller packages to extend their trip. For example, a few days relaxing on the beach or a mountain trekking .

Keep in mind that not all trends (in this article and overall) are fully relevant for every tour operator. Select those trends that support you in your journey towards the future of tourism. Keep close to your mission and USPs and focus on the trends that make you better in business.

Your business development is subject to the (local) circumstances, niche market , target group and your preferences. Be in charge of your own future but remain open for outside inspiration and influences.

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Anne de Jong

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Destination marketing trends for 2023

By Andrew van der Feltz

January 16, 2023

Destination management and marketing organizations have faced unprecedented challenges over the past few years. These headwinds were strong: Destinations had to pivot in their marketing strategies to connect with the right traveler at the right time, address staffing shortages that resulted from the pandemic and shift booking windows to meet fluctuating demand. But now, the good news is that travelers are hungry to hit the road – our latest research shows that eight in 10 consumers intend to take at least one leisure trip in the next 12 months and more than half plan on taking two trips. This allows for new and expanded opportunities for destination marketers to reach these travelers.

Destination management and marketing organizations have faced an uphill climb the past few years. From trying to attract visitors as things started to reopen after the initial wave of the pandemic, to managing staffing shortages and more, the headwinds they faced were strong. The good news is that travelers are hungry to hit the road – our latest research shows that eight in 10 consumers intend to take at least one leisure trip in the next 12 months and more than half plan on taking two trips.

To best understand the current travel trends and what that means for the foreseeable future, we invested in marketing-leading research to create our 2023 Traveler Value Index , which includes responses from 11,000 travelers and 1,100 travel professionals in 11 different markets to help you understand the gap between traveler expectations and the perceptions of travel industry professionals.  

T ravel trends

It’s no surprise there’s a pent-up demand for travel after it came to an abrupt halt in 2020. Because of this, the value that travelers are now placing on travel is strong and exceeds the importance people put on travel pre-pandemic. This demand provides you with new destination marketing opportunities.

While nearly 50% of travelers report putting a newfound emphasis on travel, this demand extends to international travel with 50% of consumers reporting that they are likely to travel internationally in the next 12 months or already have a trip booked. This international travel recovery is a substantial increase as only 12% of travelers reported traveling internationally in mid-2020. Business travel is also seeing an increase as more than a third – 33% – of travelers said they are planning a business trip.

This increase in demand for domestic, international and business travel opens a variety of avenues for your destination marketing strategies. Every destination is unique – in the same way that every traveler is. Take these trends and think of how you can position your destination to appeal to travelers in the coming year. Look at what type of advertising solution will work best for you. Custom creative campaigns  give you the opportunity to deliver interactive and immersive experiences to travelers, helping them visualize their travel experience before they go. There are also elegant and impactful premium landing pages  that engage travelers and encourages them to do a deep dive into your destination. Want to reach Expedia and Vrbo followers? With 35% of travelers basing their decisions on what they see on social media, our  social media solutions  work across multiple channels to help you connect with these travelers. If you’re looking to stay top of mind with travelers wherever they are online, our native and  display advertising  solutions let you showcase your destination in a non-disruptive way or can increase your visibility with standard ad placement.

Build a campaign that can make them virtually smell the local cuisine, feel what it’s like to zip line over the treetops or relax at a luxurious spa. And with the increased demand for business travel, we’re also seeing the return of “bleisure” as 76% of business travelers said they plan to extend their work trip for leisure purposes and 28% of consumers plan to take a “flexcation” – working remotely – in the next 12 months. Destination advertising strategies that highlight local amenities and experiences can appeal to bleisure and flexcation travelers who want to enjoy themselves after work or on their day off.

And remember to spotlight your destination’s values. If your destination provides sustainable options, it’s important to highlight that as 90% of travelers are looking for sustainable travel options. This also gives you the opportunity to highlight your destination’s values as part of your digital marketing efforts to connect with travelers.

What travelers want

Travel has changed a lot in consumers’ minds the past few years. Those in tourism marketing know that with the onset of the pandemic, what travelers wanted shifted to new razor-focused points like cleanliness and minimizing Covid exposure. However, these concerns have started to recede: 37% of travelers now prioritize the lowest price and 35% want to minimize their exposure to Covid. And while more than half of travelers – 51% – still elevate cleanliness and safety as a priority, 57% of travelers now cite experiences as being worth the cost of travel.

As the main motivators for travel have changed, it’s yet another opportunity to customize your destination marketing strategies to meet these trends.

Hotel advertising that can reach any traveler, anywhere

Travelers looking to book a hotel use multiple channels to find their ideal place to stay, from social media to travel websites, and more. This is why it’s imperative that you know when — and where — to reach the right traveler. Whether you’re trying to reach early-bird or last-minute bookers, our targeting capabilities can help you connect with the right traveler at the right time.  

Differences between what travelers and travel professionals think  

Our research revealed some interesting points of departure between what travelers are most interested in and what travel professionals view as important decision-making factors. With the rise in inflation, it’s not surprising that travelers are sensitive to cost, yet industry professionals don’t seem to weigh price with the same amount of concern when it comes to booking that travelers do.

The contrast between what travelers think about price and how travel professionals are downplaying cost as having a negative impact is something to keep in mind with your travel advertising strategies to connect with travelers on what matters most to them.  

Other similarities and disparities between travelers and travel professionals to keep in mind include: 

Expanded opportunities to reach travelers

As the research shows, the desire to travel continues to increase. People want to make up for lost time and see travel as not only offering a change of scenery, but they also see it as part of their physical and mental wellness. Connecting with travelers based on the latest trends will help you differentiate yourself from the competition. And with a host of advertising solutions to enable you to reach the right traveler at the right time, you can execute successful destination marketing campaigns, whether you’re a small or large destination anywhere across the globe.

Elevate your destination

As travel demand continues to rise, destination marketers – large and small and across the globe – have more opportunities to reach travelers.

Destination marketing organizations (DMOs) that use insights into traveler behavior are better positioned to connect with travelers, generate excitement about their destination, and create compelling campaigns to stand out from the competition.

Andrew van der Feltz

Global senior director, business development, expedia group media solutions.

Andrew van der Feltz is the Global Senior Director of Business Development for Expedia Group Media Solutions. His team works closely with agencies, destination marketing organizations, and hotel and airline partners. Prior to joining Expedia, Andrew worked at the Netherlands Board of Tourism & Conventions (NBTC). Andrew studied marketing and French in Scotland, continued his postdoc education at the Institute of Marketing in Edinburgh, and attended the Executive Educational Programme in General Management at the London Business School.

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Tourism Marketing: A Guide to Effectively Market Your Tours and Experiences

Discover how to strategically promote your tours with our comprehensive guide on tourism marketing and elevate your brand visibility today

by Janelle Visser | 2 February 2024

If you build it, they will come, as the adage goes. But in today’s digital age, where anyone can build anything and put it online in moments, the question becomes: how will they find — and choose — you? 

In the dynamic world of tourism experiences, the key to attracting travelers lies in successfully marketing your tours, activities and attractions. And it’s not just about attracting tourists, it’s about creating unforgettable connections that turn one-time visitors into loyal advocates for your brand. 

Marketing is consistently ranked by Arival event attendees as one of the most important topics they are looking for insights on. As traveler preferences and booking habits change, so do the most effective ways to market to them. 

In this comprehensive guide, we will delve into the evolution and strategies of marketing for travel and tourism in today’s digital era, providing actionable insights for tour operators and attractions, and answering key questions that every tour operator grapples with. From crafting a marketing strategy to understanding the components of a successful tourism marketing campaign, we’ll explore how to navigate the competitive and ever-evolving landscape of tour, activity and attraction marketing, and create lasting connections with your guests.

Here’s what we’ll cover:

What is Tourism Marketing?

The evolution of tourism marketing, how to create a tour marketing strategy.

• Conduct Thorough Market Research
• Identify Your Target Audience
• Understand Your Customer Needs and Expectations
• Create Unique Selling Propositions (USPs)
• Build a Strong Brand
• Consider Offline Marketing for Tours
• Embrace Digital Marketing Strategies
• Leverage Modern AI Technology
• Take Advantage of the Current Trends
• Monitor and Evaluate Your Strategy
• Navigating the Future of Tourism Marketing with Arival

At its core, tourism marketing is a strategic approach to promoting destinations, tourism products and services to tourists. For operators, this primarily means promoting your tour, activity or attraction offerings. The aim is to understand and meet the needs and wants of travelers, creating memorable experiences that encourage reviews, repeat visits and referrals. 

In the context of the global tourism economy, where according to Arival’s latest data the in-destination experiences industry is expected to be worth $270 billion in 2024. Tourism marketing plays a pivotal role in the success of travel businesses, helping them to stand out above their competitors and serving as the bridge that connects them with their target audiences of travelers.

As travel marketing company Blend ’s Managing Director put it recently in an interview with Arival, “The simplest way to define [marketing] is what comes to mind when someone thinks about your brand or experience. And what you do through your marketing channels is help shape that perception.”

The landscape of marketing in tourism has undergone a profound transformation since the early 1900s when the Michelin Guide first encouraged motorists to explore the world beyond their own towns. Progressing from traditional tourism promotion methods like brochures and word-of-mouth recommendations to the digital age of Google searches and social media influencers, technology has played a pivotal role in shaping how destinations and experiences are promoted. 

Fast forward to today, where the advent of short-form video marketing and generative AI has added new dimensions, allowing every tour, activity or attraction operator to engage travelers in innovative ways. These tools provide opportunities for engagement, personalization, and storytelling that were once unimaginable, and have become integral to captivating the modern traveler.

Successful marketing for tourism starts with a well-defined marketing strategy, which will help ensure the effort and resources you put into marketing are effective. The following steps will help guide you through the creation of a marketing strategy for your tour, activity or attraction company.

1. Tour Marketing Strategy

Understanding the market is the foundation of any effective strategy. Thorough research into customer demographics, travel patterns, and consumer behaviors will provide invaluable insights as you create your marketing strategy. 

Arival conducts regular tourism market research to assist tour, activity and attraction businesses with this process. For example, Arival’s latest consumer research on the 2024 U.S. Experiences Traveler found that day tours are on the rise among U.S. travelers , and that younger millennial and Gen Z travelers in particular are moving away from traditional sightseeing tours and looking for more experiential tours , such as culinary tours and immersive experiences. See Arival’s latest research here . 

2. Identify Your Target Audience

Targeting your tourism marketing plan to a specific audience is crucial, as this will enable you to enhance the relevance of your offerings, improve engagement, and maximize the effectiveness of your marketing efforts.

Identifying your target audience involves a strategic process that combines market research as described above, data analysis, competitive analysis and customer profiling. Google and social media platforms, for example, offer analytics tools that provide insights into the age, interests, geographic location and income bracket of your followers, that can help you to develop detailed buyer personas that represent your ideal customers, and create a plan to reach and engage these audiences. 

In addition, analyzing the target audience of your competitors will help you build on this and identify gaps or underserved segments in the market that your tourism marketing plan can effectively target.

3. Understand Your Customer Needs and Expectations

Conducting tourism market research and identifying your target audience will help you with this step. Once you have an idea of who your target customers are, you can discover what their needs and expectations are, and how to develop a marketing strategy to reach them effectively. 

For example, if you offer sightseeing tours and you have identified younger Millennial and Gen Z travelers from the U.S. as a demographic you want to market your tours to, you will need to go beyond sightseeing to attract this demographic, according to the latest Arival research . 

How can you make your tours more immersive and experiential, and reflect this in your marketing to engage this demographic? Anticipating and meeting your customers’ needs and expectations can lead to higher customer satisfaction, fostering reviews and repeat business. Personalization is key.

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4. Create Unique Selling Propositions (USPs)

One of the challenges a tourism marketing strategy needs to solve is how to make you stand out above your competitors. Why do tourists choose some travel experiences over others? One way to differentiate your offerings is by identifying and highlighting unique selling points (USPs) that resonate with your target audience.

Let’s say you have identified younger Millennial and Gen Z travelers as a group you’d like to target with your marketing efforts. In your city there are multiple competitors offering similar tour products to yours, however you’ve realized that this target audience has an affinity for food tours. You find a way to work elements of culinary tourism into your sightseeing tour offering and your marketing to set yourself above your competitors and offer something unique in your region.

5. Build a Strong Brand

A consistent, strong brand fosters trust and ensures your tour company is memorable in the minds of potential guests. You’ll be hard-pressed to find someone who doesn’t recognize the logo of an apple with a bite taken out of it, or doesn’t know where the phrase “just do it” comes from. 

Brands are about more than creative logos and catchy slogans, however. Building a robust brand for your experience business involves defining a clear identity with a focused mission and incorporating those USPs described in the previous step. Then, reaching out to your target audience through engaging storytelling and content, bolstered by a strong online presence, will enable your customers to build an emotional connection with your brand. Ensuring you’re delivering high-quality customer experiences to your target audience is crucial to building trust in your brand, and encouraging positive reviews is essential to building your brand’s reputation and ensuring ongoing brand success. 

Arival Insider Pro Access members can learn more about the importance of building your brand here. 

6. Consider Offline Marketing for Tours

Before we go too deep into digital marketing in tourism, it’s important to recognize that traditional methods like print advertising, brochures, and partnerships with local businesses still have relevance and can complement digital marketing strategies.

Many travelers are still waiting to book their things to do until they are in-destination, which means there is an opportunity to meet these travelers where they are. For example, working with destination marketing organizations (DMOs) and other regional tourist organizations that operate tourist information centers can enable you as a tour or experience operator to get printed promotional material about your experiences physically in the hands of tourists looking in person for things to do. Reach out to destination marketers in your region to take advantage of this offline marketing opportunity. 

7. Embrace Digital Marketing Strategies

As travelers increasingly use digital channels to discover, plan and book their travel, operators can and should leverage a range of digital marketing strategies to effectively promote their tours and engage with potential customers. 

From Google Things to do to search engine optimization (SEO), from social media strategy to working with influencers, from effective email marketing to impactful content marketing, a strong tourism marketing plan will incorporate a variety of digital marketing elements to bring a wider audience to the top of the funnel, and engage with them throughout the funnel at various stages of their discovery, planning and booking journey.

Arival has developed a number of guides and articles to help experience operators navigate the world of digital marketing for travel and tourism. Here are a few resources:

• An Essential Guide to SEO for Tours & Activities
• Content Marketing
• Your Guide to Influencer Marketing in Travel and Tourism

8. Leverage Modern AI Technology

The popularity of AI in 2024 cannot be understated, however many companies in the travel industry have been using AI in various forms long before the release of ChatGPT in late 2022 brought Generative AI, or Gen AI to the forefront. Gen AI, though, has made it a lot more accessible for travel businesses and tourism marketers without a lot of technical expertise to integrate AI to personalize customer experiences, generate targeted content, and enhance decision-making in marketing strategies for tourism. 

Many companies in the marketing for tourism space have developed tools and resources for tour, activity and attraction businesses, some of which are listed on Arival’s list of AI Resources for Experience Operators . Find out more about what’s the latest with AI in travel and how tour and attraction businesses are using it at the next Arival event. 

9. Take Advantage of the Current Trends

Staying up-to-date with the latest digital trends in marketing for travel and tourism is essential to stay relevant and get ahead of your competitors. 

For example, over the last couple of years, short-form videos on platforms like TikTok have risen dramatically as a channel for travelers — younger Millennial and Gen Z travelers in particular — to find inspiration for travel experiences. Incorporating vertical and short-form video in your tourism marketing will help you engage this audience, enabling you to meet travelers where they are online and present the experience offerings of your tour, activity or attraction company in a format your audience is familiar with.

@j_buzzi I don’t think I’ll ever get over how amazing bioluminescence is! 🤯🌌 #bioluminescence #getupandgokayaking ♬ Another Rain (From “Halo 3: ODST”) – DS Music

Justin Buzzi , founder of Get Up and Go Kayaking , jumped on the vertical video trend and attracted millions of views and over one million likes on TikTok with this short bioluminescence video.

10. Monitor and Evaluate Your Strategy

A strategy without evaluation is like a ship without a compass. Regularly assess the effectiveness of your marketing strategy using key performance indicators (KPIs). KPIs to monitor the effectiveness of your marketing strategy could include website traffic, conversion rates, social media engagement, booking levels, and customer reviews and ratings. Consistent monitoring and evaluation ensure that you not only navigate the course but also make agile adjustments, keeping your strategy aligned with the ever-shifting tides of the tourism market.

1. What are the key components of a successful tour marketing campaign?

Success lies in a well-researched strategy with clear targeting built on tourism market research, compelling USPs that speak to the needs and expectations of your target audience, and a strong brand built on a balanced mix of offline and digital marketing, as well as a compelling tourism experience product itself. All of these components work together to make for a successful marketing strategy. 

2. How often should I reevaluate and update my tourism marketing strategy?

In the world of tourism marketing, trends and traveler preferences change rapidly. Check in regularly with travel trends (and let Arival research guide you). While you might evaluate the effectiveness of your overall strategies quarterly to stay responsive to market changes and ensure your strategy remains effective, more frequent monitoring of individual social media channels, website KPIs and SEO will help you be that much more effective.

3. How can I optimize my website for tour marketing purposes?

Your website is your digital storefront. Prioritize content marketing , then optimize for search engines ( learn more about SEO here ), ensure seamless user-friendly navigation and online booking system capabilities for both computer and mobile booking , incorporate visually captivating elements like photos and videos, keep your pricing and product listings up to date, and update your content regularly. 

4. Are there any specific strategies to attract international tourists?

To attract international tourists, consider ways to tailor your marketing messages for the specific regional audiences you’re interested in reaching. Look at tourism market research and trends for the different regions you intend to target — what works in the U.S. might not work in Asia and vice versa. Your local and regional destination marketing organizations (DMOs) may be able to help with this, as destination marketers often conduct research on the international travelers coming to your destination. Consider utilizing multilingual content to reach a broader range of potential travelers, and explore partnerships with international travel agencies. Check out Arival’s list of OTAs organized by geographic region to help you identify potential distribution partners in other languages and regions.

5. How important are customer reviews and testimonials in tour marketing?

Customer reviews and testimonials play a crucial role in tour marketing, acting as powerful social proof that influences potential customers. Positive reviews build credibility and trust, addressing concerns and reservations prospective customers may have. Encourage your satisfied customers to share their experiences on platforms like TripAdvisor or Google, or wherever they booked, and don’t forget to respond to these reviews, whether positive or negative.

6. What are some unique challenges in tourism marketing compared to other industries?

Tourism marketing faces unique challenges such as seasonality, unpredictable external factors (e.g., natural disasters ), and the need for real-time adaptability to changing travel trends. High competition demands innovative strategies to stand out, and the reliance on positive word-of-mouth makes ensuring customer satisfaction even in the face of unpredictable challenges critical. 

7. How can I use tourism marketing to cope with seasonal fluctuations in the industry?

To cope with seasonal fluctuations, craft seasonal promotions, diversify offerings to match changing preferences, and use marketing to highlight the unique experiences available during different seasons. Some strategies include implementing targeted off-season promotions, creating incentives for bookings during slower periods, and developing themed tours or events that align with seasonal interests and capitalize on festivals or holidays. Implementing dynamic pricing strategies , where prices vary based on demand, can also help maximize revenue during peak seasons and encourage more visitation during slower periods.

Navigating the Future of Tourism Marketing With Arival

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Keep in mind that you don’t have to do this alone. There are multiple marketing agencies out there that specialize in marketing for travel and tourism companies, with some even focusing specifically on tours, activities and attractions. Check out our curated list of the tourism marketing agencies for tours and attractions here. 

Even better, join us at the next Arival event where we’ll dive into the latest tourism market research insights and trends in travel experiences, and share practical tourism marketing strategies and other actionable takeaways to help you reach your target markets, increase your bookings and grow your business.  

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June 21, 2023

Travel Marketing Trends and Changes in Tourism Consumer Behavior

By liza colburn.

Today’s consumers are traveling more often than in previous years. Multiple consumer travel marketing trends studies (including Persado’s) have found the same upward trend in travel plans and bookings. According to Hopper’s 2023 Travel Trends Report , 59.3% of respondents plan on spending more on travel in 2023 than they did in 2022. 53.6% plan on taking more trips in 2023 than they did the previous year. Persado’s 2023 Consumer Travel Survey shows more of the same results. 74% of the respondents said they plan to take the same or more vacations this year as they did in 2022. In fact, consumers seem to be prioritizing travel over other leisure expenses. 

Economic changes and personal debt don’t seem to be slowing down travel spending, either. In Persado’s recent tourism motivation survey , only 9% of respondents indicated they will delay travel until they pay off personal debt. 15% stated that personal debt does not affect their travel plans at all. While changing economic conditions have transformed consumer behavior in other industries such as financial services and retail sales , travel is accelerating despite changes in the economy. 

While the consumer signs are positive, travel operators face new challenges. These challenges include serving increasing demand and competition in an environment marked by changing consumer behavior. There are also new expectations and emerging travel marketing trends to consider. How can top travel & hospitality brands better serve today’s travel-ready consumers and gain market share? By understanding how to personalize the digital booking experience, delivering digital messaging that inspires customers to take action, and delivering value according to what the ever-evolving consumer expects from their next getaway.

Travel marketing trends: The need for personalized digital booking experiences 

Thanks to highly successful travel loyalty marketing programs and other factors, travel & hospitality brands have more data on their customers than most industries. Nonetheless, personalization across the digital booking experience remains relatively low across travel & hospitality. 

The personalization of the digital customer experience has been traditionally limited to location-based campaigns around where customers live. While it might be nice to receive a deal on a tropical vacation on a brisk day in the Northeast of the US, travel & hospitality brands have the opportunity to create far more impactful personalized digital experiences and meet the modern traveler’s booking experience expectations using their wealth of data alongside the latest travel marketing trends. 

Let’s dive into some trends and responses to recent changes in tourism consumer behavior. 

8 game-changing tourism marketing trends to watch  

1. increased flexibility and protection .

Modern travelers see flexibility, or the ability to seamlessly cancel or reschedule their trip without penalty, as paramount to the booking experience. Policies that protect the customer from an unforeseeable change in plans are just as important as personalization in inspiring the confidence customers need to finalize their booking. Lack of flexibility is one of the primary reasons customers abandon their booking at the trip summary page or don’t book at all. 

Today’s customers want to be reassured that their money is protected should they have to change or cancel their trip. While the desire to travel is high, so is travel anxiety. After witnessing or perhaps experiencing massive travel disruptions over the past few years, today’s travelers need some extra reassurance in order to confidently book. Brands should not only offer these policies, but also promote them throughout the digital customer journey to keep customers engaged, inspired, and assured, especially on the trip summary page. 

2. Personalized booking experiences – including on the trip summary page 

Top travel & hospitality brands have the data they need to further personalize the digital customer experience through personalized digital messaging, useful recommendations, and more based on their travel history and preferences instead of more generalized segments based on age, gender, geography, etc. One of the most neglected, yet most impactful opportunities for personalization is on the trip summary page. According to McKinsey , a message’s timing is just as important as its content. With booking abandonment rates around 85% on average , it’s time travel & hospitality brands found new ways to get more customers across the finish line at the moment it matters most. 

Persado Dynamic Motivation uses web session data alongside Generative AI and our unique Motivation AI knowledge base to deliver the words that motivate travelers to book right on the trip summary page. While one person may see “Your adventure awaits,” another will see “Time to get away.” 

Dynamic Motivation works on the trip summary page whether or not a customer is signed in or not. It adapts to the customer’s behavior to deliver the most effective messaging. It can also be applied across the entire website and email in order to drive more upgrades and higher AOV. Travel & hospitality leaders who use Dynamic Motivation on the trip summary page see a 3-5% increase in incremental revenue. 

Persado Motivation AI helps travel & hospitality leaders personalize digital marketing messaging across every digital channel to motivate more customers to engage and book. Brands generally see a 41% conversion lift on average across their digital channels. 

3. Authentic and personalized upgrade options 

The booking experience doesn’t end once the customer books a trip. Travel & hospitality brands continue to market upgrades leading up to the vacation and throughout the trip. Not only do customers want to feel like upgrades are personal recommendations selected just for them, they also want to feel like the experience itself is unique, personalized, and culturally authentic. In addition to personalized language throughout the online booking experience, travel & hospitality leaders should also take a second look at the types of upgrades and experiences they offer. 

According to the American Express Travel 2023 Global Travel Trends Report , today’s travelers want to take part in authentic experiences. They want to get a true taste of local culture and to support the local community. Modern travelers want experiences that are off the beaten path and look to visit lesser-known destinations before they become popular. Digital marketing campaigns around these experiences and upgrades should promote their authenticity and the ways these excursions give back to local communities. According to Avantio sustainable tourism statistics , travel & hospitality brands can drive more upgrades by upselling services and experiences in partnership with the local community. Emerging tour companies like Withlocals are already doing this. This goes along with the movement toward sustainable travel (more on that later). 

If your brand already offers authentic local experiences that support the community, but they aren’t marketed as such, it’s a missed opportunity to drive interest and additional bookings. If your upgrades and experiences are too commercial or don’t authentically represent or support the local community or economy, consider replacing those experiences with partnerships with local businesses and guides. 

4. More competitive loyalty programs 

Just about every major travel & hospitality brand has a loyalty program . Most are competitive with a corresponding credit card and various chances to earn points and rewards. However, as competition among loyalty programs, including brand agnostic travel points programs like that of Chase Sapphire Reserve, and competition across travel brands increases, consumers demand more from their travel loyalty programs. Brands can enhance their travel loyalty marketing through mutual partnerships with non-competitive yet complementary brands (ex: Hilton Honors + Lyft ). They should consistently reevaluate the needs of the ideal customer along with changing tourism consumer behavior. 

5. Sustainable travel

Sustainable travel refers to ethical travel practices that minimize the impact of tourism on the environment. Sustainability in travel also represents and affects local cultures in a positive way. According to Exploding Topics , searches for sustainable travel are up 250% in 2023. Booking.com research found that sustainable practices in travel are important to 81% of travelers. 59% said they want to leave the places they visit better than when they arrived. 

Sustainable travel is less of a travel marketing trend and more of a movement toward greener and more ethical tourism practices. 73% of travelers are more likely to choose accommodations that markets their sustainable practices. Many major hotel chains such as Fairmont and Marriott publicly share their sustainability policies and goals. United Airlines launched their Eco-Skies Alliance program and JetBlue is working toward zero carbon emissions by 2040 . Leaders in travel & hospitality not only have sustainable travel practices, they also market them prominently across the omnichannel customer experience.  

6. Blending business and leisure travel 

Today, there is a lot more fluidity between business and personal travel. Remote work has given rise to the “workation” or “bleisure.” According to Hopper , 77% of survey respondents will tack personal travel onto a work trip. This is a convenient and more cost-effective way to travel. So even if your customer is primarily a business traveler, it might add value to the customer experience to start promoting upgrades, experiences, and deals on an extended stay that they might be interested in purchasing out of pocket in order to capitalize on this travel marketing trend. 

7. Wellness and relaxation 

Consumers look to travel as a way to escape their daily routine, relax, and rejuvenate. According to American Express , 57% of survey respondents plan to take extended vacations to focus on wellness. In order to unplug from their daily lives, people are booking trips to destinations that help them decompress and feel healthier. 

This is supported by the 2023 Persado Consumer Travel Study . When asked what motivated their most recent trip, escaping their day-to-day routine / relax & unwind was the most popular answer among survey respondents. In our 2023 Customer Motivation Report , the Persado Content Intelligence team found that Rejuvenation was the most effective narrative across digital marketing campaigns in travel. 

8. Last minute bookings 

Travelers now book flights and hotels much closer to their departure date than they did pre-pandemic. On average 55% of hotel reservations made on the Hopper app in 2022 were for same-day check-in. This is up by 7.5% compared to 2021 and 10.8% compared to 2020. This is trending even higher in 2023 with 63% of bookings made the same-day as check-in. Hopper also reported that domestic flight bookings have shortened since 2019. On average they are being made about 3 weeks ahead of departure compared to 3-4 weeks in 2019. 

This new tourism consumer behavior follows the need for flexibility and the anxiety consumers feel around the cost of travel. They want to be protected, should their plans change. So they book later in order to avoid the hassle and cost of having to cancel or reschedule a trip they booked too soon. Travelers can score deals on hotels when they book at the last minute, but risk hotels in the area being sold out when they go for last minute deals. 

For more on changing tourism consumer behavior and how top brands use AI to stay ahead of the curve, check out our insights into new consumer profiles and what motivates travel bookings . 

Persado AI-generated language is proven to perform (i.e. drive more bookings and upgrades) across the digital customer journey as it’s based on over 1.5 billion customer interactions from 150 million US-based customers. Top brands such as JPMorgan Chase, Kate Spade, and Gap motivate customers to engage and act across digital channels using Persado. Request a demo . 

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7 travel marketing trends for 2022

So where should we focus our priorities for the upcoming years? Here are seven trends that I believe will shape our marketing as we move forward.

1. TRAVELER EXPECTATIONS HAVE CHANGED

One of the biggest consequences stemming from this pandemic is how it changed our needs and wants when it comes to travel. In fact, many studies found that low prices were no longer the number one consideration when it came to decision-making in purchasing travel. In a recent article, I shared  what travelers expect in 2021  and we see a clear shift from traditional views, with flexible booking conditions and sanitary measures now coming in at #1 and #2 in terms of importance for travelers.

How is your hotel, restaurant or attraction conveying this on your website? On your social media posts? Are you addressing these concerns with a dedicated tab on your website menu or with information in your regular newsletter? Integrating these aspects in your ongoing communications will be key.

Nature of travel is changing, too

2022 will mark the return of the international traveler, finall. But your organization should also pay attention to evolving behaviors in the travel landscape that were clearly shaped from this recent pandeminc. For example the working travelers, or digital nomads. If these travelers were marginal a couple of years ago, we can expect more and more leisure travelers mixing some business into the equation.

Just like business travelers will also add a few days onto their trip since technologies make it easier than ever to have meetings by the poolside or in a wifi-enabled room. Is your brand ready for this new reality and how are you communicating it across your digital touchpoints?

2. THE EVOLUTION OF LOYALTY PROGRAMS

Loyalty programs have been around for ever, and were able to move the needle (somewhat) of retention mostly with customers in the airline industry, where they were born originally. Hotel loyalty programs are a dime a dozen, and too many of these programs have failed to have distinctive features or get customers to increase their spend. For bigger chain hotels and resorts that can scale offers, loyalty programs still provide value but this is less the case for independent hotels and smaller players.

Now, we are also seeing subscription-based approaches such as  TripAdvisor  with its Plus program. And more recently,  Expedia  revamped and unified the loyalty programs within its portfolio of brands (Expedia, Hotels.com, Orbitz, Vrbo, etc.) in order to better position itself against competition such as Booking.com’s Genius Loyalty program. The new program will span flights, hotels, vacation rentals, car rentals, cruises, and activities.

We can expect more movement on this front, as hotels, restaurants and other hospitality providers will want to maintain their appeal within the broad loyalty and reward programs universe. This is also a key tactic to preserve the direct booking channel alive and kicking (see next point).

3. DIRECT BOOKINGS WILL PREVAIL, BUT LESS

For years now, hotels have been striving to get customers to book directly on their own website, where costs are low, rather than through brand.com or third parties like Expedia or Booking, where commission levels are steep. With more or less success.

This pandemic has brought in a rare opportunity, making domestic travel a must and only option. When booking locally, travelers feel less of a need to search on OTA platforms and are more confident about dealing directly with travel providers. Thus, direct bookings percentages when through the roof in 2020… but a bit less so in 2021, according to preliminary data from various reports.

In 2022, we can expect a shift back to reservations going to brand.com and, to a lesser extent, back to OTA catering more to an international clientele in general. Direct bookings will remain strong, but won’t stay at levels seen in 2020.

4. TIKTOK NOW A MAINSTREAM PLATFORM

It was almost two years ago when I posted an article stating  Why TikTok matters for travel brands . Now, more than ever, travel and hospitality need to pay attention. Here are a few reasons why:

• TikTok now has more than 1 billion active users (MAU)
• It has been among the most downloaded mobile apps worldwide for over 6 consecutive quarters
• The average user spends over 52 minutes per day on the platform
• TikTok gets the highest levels of engagement per post of any social media
• The fastest growing segment of users are 25-39 year-old

That last bit of information is perhaps the most crucial one. Whenever I talk to brands about the possibility of TikTok, the classic rebuttal I get is that “ it’s for young teenagers only “. That might have been true in its earlier stages, but less so today. Content is more varied than it once was, with tutorials, cooking recipes, movie critics, travel recommendations, and so much more.

Don’t get me wrong, TikTok IS a platform that caters very well to a younger audience, because of it’s very nature and features: music, dancing, trends, pranks, etc. But as it grew in the past two years, so did its userbase. It would therefore be a critical mistake to dismiss it as possibility for your marketing mix in the coming year.

Going mainstream

One last point about TikTok. Late September, it held its first ever TikTok World Event during which many new features were shared for both content creators AND brands wishing to invest on the platform. Advertising is becoming more fluid and accessible, while longer videos are now possible. All in all, we are dealing with a platform reaching a maturity level that has Facebook (and Instagram) shaking and reacting… so it will be interesting to see how this battles unfolds!

5. INSTAGRAM AS THE GO-TO SOCIAL MEDIA

If there is anything the past couple of weeks have shown us, one thing is clear: Facebook is no longer the key social platform for storytelling. It remains a necessary evil, with its Events, Groups, Messenger, Marketplace and other useful features. But as younger audiences continue to flock away from Facebook, there is one silver lining that remains: Instagram.

Case in point, last year SocialBakers evaluated how top Fortune 50 companies were dealing with their presence on Facebook and Instagram. As we can see in the chart above, comparing Q1 2019 with Q1 2020, audiences on Facebook shrank while those on Instagram increased. Interestingly, this increase occured even though brands were posting less, as we can see in the middle column. But to me, the most interesting finding comes from the third column, where we see total interactions, or engagement. Facebook already had dismal engagement levels, and it continues on shrinking while Instagram continues to see robust interaction.

Stories work well on Instagram, less so on Facebook. Reels are working relatively well on Instagram, even though they don’t match TikTok posts, which they clealy emulate. Reels are just arriving on Facebook, but I suspect they will do just like stories, which means not much. AR lens are useful and plentiful on Instagram, less so on Facebook.

Can you see a pattern, here?

Brands must stick with Facebook. For now.

Having said that, I am not saying travel brands should ditch Facebook just yet. Facebook has become a  de facto  outpost for customer service, recruiting, content sharing and overall communication with your community. A dynamic page means better ad campaign performance across the Facebook landscape, which includes Instagram, Messenger and Whatsapp. And there are many brands out there that still do a stellar job at creating quality content, which results in great reach and engagement levels.

But as the recent seven hours shutdown showed, it’s dangerous to put all your eggs in the same (Facebook) basket. Thus, having a diversified approach online is key.

6. NEWSLETTERS AND EMAIL MARKETING MAKE A COME BACK

For the past 20 years now, I have been hearing that email is dead, or that newsletters don’t work “as well as they used to”. Really? In a world where social media algorithms block off up to 95% of the content you post on your pages, one-to-one communication like emails, SMS and newsletters are more pertinent than ever.

If you read the points #3 and #4 above, you will also see a cause and effect correlation here. That is, with travel brands pushing more direct reservations and increasing efforts for retention and loyalty, having an email strategy in place is fundamental to fostering that relationship. This also means having automated processes prior to, during and after a stay, including invitations to leave a review after the experience on key platforms, i.e. Google, TripAdvisor, Facebook, etc.

7. WEBSITE SEO MORE IMPORTANT THAN EVER

According to a Google survey from December 2020, searches for “available near me” grew globally by more than 100% since 2019. In 2021, these searches are up another 60% according to SearchEngineLand. What’s even more interesting is when we dig further to see which were the top categories for these searches over a given period of time.

The top categories for those searches were:

• Entertainment (56%)
• Banking (50%)
• Apparel (41%)
• Personal Care (38%)

These are all categories deeply rooted in the travel experience, as we seek places to eat, things to do and stuff to buy whenever we are in a new destination for leisure or business. So how is your website ranking whenever travelers search with keywords that should lead to your brand?

Your website should not only be mobile optimized, in fact in many cases it should be properly be designed with mobile-first in mind.

Read also:  Understanding the difference between mobile-first, adaptive and responsive design

More importantly, you will want to make sure you claim and manage your  Google My Business  profile. This will ensure you complete all relevant details with regards to your opening hours, amenities and services, photos and videos. This is also where you can manage and respond to reviews, since this has become an important facet for your online reputation.

BONUS: HR MARKETING TO HELP LABOR SHORTAGES

Last but not least, I thought I would mention the fact that all these marketing strategies and tactics are fine and swell in normal times. Or rather, in times when operations are growing smoothly as they should coming out of a worldwide pandemic. Truth is, however, there is a major issue that has been looming over the industry for the past 3-4 years and that is now exacerbated to unseen levels: the shortage of labor.

Earlier this summer, I shared  5 ways to mitigate shortage of labor in Hospitality  and one of the tactics was actually to have a proper HR Marketing strategy in place. Well, I suspect we will be seeing lots more of this integration in 2022, where human ressources will work closely with marketing and communications to convey the employer brand vision, mission and values on social networks and other digital outposts.

Labor shortage will be a problem for the next decade, and marketing alone will not solve it. But a strong and creative digital presence can certainly contribute to a stronger employer brand which, in turn, will help with recruiting and maintaining workforce stability.

First posted on federicgonzalo.com

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Six trends shaping new business models in tourism and hospitality

As destinations and source markets have changed, tourism and hospitality companies have evolved too. Six key trends have shaped business models in this sector over the past decade.

About the authors

This article is a collaborative effort by Caroline Tufft , Margaux Constantin , Matteo Pacca , and Ryan Mann , with Ivan Gladstone and Jasperina de Vries, representing views from McKinsey’s Travel, Logistics & Infrastructure practice.

In accommodation, asset-light models like franchising and management have proliferated, though luxury and small-scale brands are opting out. Consolidation has driven economies of scale. Hotels are looking to reclaim their relationship with guests, and almost two decades in, home sharing is charting its own course.

In the experiences space, reinvention is the name of the game. Cruises and theme parks have both focused on attracting new demographics while fine-tuning their revenue management strategies. Experiences remains a highly fragmented, legacy sector, creating massive opportunity for those able to crack the code on aggregation.

By considering the six trends, tourism and hospitality companies can gain insights on business practices for today—and on areas of future opportunity.

Accommodation: New models and value propositions

Large hotel brands have increasingly turned away from hotel ownership, scaling their business through franchising and management instead. The move is paying off. We find there is a 0.84 correlation between a hotel company’s share of franchised properties and its net profit margin.

Not all of hospitality is embracing asset-light model, however. Luxury hotel chains have resisted the trend, largely retaining in-house ownership to control standards. And smaller brands may find that they cannot reach the economies of scale that make the math of a franchise business work—focusing instead on creating distinctive experiences on a smaller scale.

Consolidation set the stage for the past decade. Several hotel brands quickly grew their foothold in key geographies and customer segments through strategic acquisitions, achieving economies of scale along the way.

As major hotels take a breather from a series of substantial acquisitions, further mergers between large hotel brands seem unlikely. However, tuck in acquisitions to target key growth demographics, like the luxury and youth categories, are likely to continue.

Another trend on the horizon is direct booking. Long reliant on online travel agencies, hotels are looking to reclaim their relationships with customers—both to cut down on intermediary booking fees and to learn more about their guests. Hotels are encouraging direct bookings through a variety of levers, ranging from best-rate guarantees to higher reward-earnings rates and improved mobile applications. 1 For example, Hyatt offers a best-rate guarantee for booking on hyatt.com and Marriott International is growing direct bookings. For more, see “Marriott sees record direct bookings at its hotels,” Skift, May 4, 2022.

Home sharing is here to stay. The segment has grown from 10 to 14 percent of booking value between 2017 and 2023, experiencing ups and downs in profitability along the way.

Recently, home sharing has positioned itself as more than a stand-in for traditional hotels. Airbnb’s recent advertising campaign “Get an Airbnb” leaned into the differences of home sharing from other hospitality offerings, emphasizing the space and privacy that renting a house can offer. 1 Samantha Shankman, “‘Get an Airbnb’ campaign challenges hotels,” Skift, August 30, 2023.

Home-sharing companies have also become a key distribution channel for smaller hotels, as they can offer more control over inventory and lower fees than other channels. In 2019, Airbnb reported a 152 percent increase in the number of rooms available for booking through its platform in boutique hotels, bed and breakfasts, and resorts. 2 “More hotels are using Airbnb,” Airbnb news release, January 16, 2019.

Experience providers: New segments and revenue streams

Cruises may only account for 2 percent of the overall travel and tourism market, but they have achieved 6 percent yearly revenue growth in the past decade. 1 McKinsey analysis of publicly listed tourism and hospitality companies’ Form 10-Ks. Attracting new travelers and providing new experiences have been key growth strategies.

Luxury hotels are capturing the new-to-cruising segment with the launch of yacht brands, purposefully positioned as a distinct experience from traditional cruises. Meanwhile, millennials are challenging stereotypes about cruising: of all cruise passengers, they are the demographic most likely to say they plan to cruise again (88 percent). 2 State of the cruise industry 2023: September 2023 update, CLIA, September 2023.

In parallel, cruises have fine-tuned their profitability through economies of scale and new revenue streams. Megaships have become the new normal, as ships with over 3,000 berths have grown from 27 to 47 percent of the global cruise fleet since 2015. Ancillary purchases such as onshore excursions and onboard casinos have also become a major source of growth, now accounting for 30 percent of revenue on average. 3 Calculated using the weighted average based on 2023 Form 10-Ks statements of publicly listed cruise companies.

Theme park attendance has grown 3 percent a year over the past decade, as theme park providers capitalize on new demographics and refine their revenue management strategies. 1 Global attraction attendance report , joint report from AECOM and Themed Entertainment Association, 2019.

Two new groups of visitors in particular are powering growth. First, the Asia–Pacific region accounted for much of the growth in theme park attendance in the past decade: of the total number of new visitors between 2013 and 2018, 57 percent were from Asia. Second, millennials are heading to parks in greater numbers, and not just for their children. A similar proportion of millennial parents (78%) and millennial nonparents (75%) say they are interested in going to a theme park. 2 Morning Consult survey, 2,201 participants, June 14–19, 2018.

To increase value from growing attendance, theme parks have become increasingly sophisticated in the field of revenue management. Demand-based pricing, tiered annual passes, and skip-the-line fees are all poised to go from pioneering to widespread practices.

Experiences are increasingly important to travelers, but the segment remains a highly fragmented space. Operators of activities ranging from walking tours to snorkeling outings tend to be small businesses with a limited digital presence.

This has created an opportunity for tech-forward companies to help travelers discover and book experiences. Destination marketing organizations have long played a role in this. For instance, VisitScotland helps visitors discover interesting activities like attending Harry Potter filming locations and whiskey tastings.

Several private companies that offer online discovery and booking platforms for travel activities, like Viator, GetYourGuide, and Klook, have achieved considerable growth in the US, European, and Asian markets. 1 Yeoh Siew Hoon, “GetYourGuide gets into pole position to win in $250b experiences market,” WIT, September 20, 2023. GetYourGuide grew its revenue fourfold between 2022 and 2023, Viator revenue was up 49 percent for the same time period, and Klook reported twice as many new customers in 2023 as in 2019. 2 “Klook completes US$210 million funding, embarks on a new era of profitable growth,” Klook news release, December 6, 2023; Mitra Sorrells, “With speculation of a sale in the air, Tripadvisor reports record revenue driven—again—by Viator,“ Phocus Wire, February 14, 2024.

Looking forward: Strategies to stay ahead of the curve

Where does this leave tourism and hospitality companies? Companies in any given sector tend to follow a power law curve : a small share of companies account for an outsize portion of both profits and losses. The tourism and hospitality sector is no different.

Over the past decade, publicly listed accommodation and experience providers grew revenue at 3 percent and 4 percent, respectively, roughly in line with global GDP growth. Accommodation providers increased their profits by five percentage points, while experience providers remained at an 18 percent average profit margin.

As stakeholders gear up for the next decade, there are things that businesses across the sector can do to sustain their hard-won growth—and profits. Moving forward, three strategies in particular can help tourism and hospitality companies stay on the leading edge of innovation.

Unbundle offerings

Hotel and experience providers can take a page from the airline playbook by unbundling rates and letting consumers pay for the exact experience they want. For example, at the time of booking, hotels can present guests with an individually priced bundle for a room on a higher floor, including breakfast and free parking—features that the guest’s past behavior suggests they would particularly value. Ensuring that guests can find their ideal room can lead both to increased revenue and increased satisfaction. A major hotel brand reported that guests chose to spend an additional $22 per night, on average, to customize their hotel room to their liking. 1 “IHG Hotels & Resorts revolutionizes booking experience through next-gen cloud solutions,” InterContinental Hotels news release, September 12, 2023.

Cross-sell exclusive experiences

For accommodation and transportation companies, partnering with experience providers to cross-sell a full journey provides an opportunity to tap into a growing area of traveler spending—and a chance to deepen the relationship with customers as a vacation creator. For example, airlines can partner with museums to offer discounted rates if booked at the time of the flight, or hotels can partner with a historical site nearby to offer early-hours admission. For uptake rates to become significant, the partnership needs to add value beyond mere cross-selling. Offering features like insurance or an option to buy now and pay later is one way to add value; creating a distinctive experience like a combined train and historic hotel journey is another.

Embrace a data-powered strategy

Tourism and hospitality entities individually hold a treasure trove of untapped data. Take Paris: hotels may see a surge in bookings for the “shoulder season.” Experience aggregator platforms might see that street food tours have attracted rising interest. Social media might reveal that a particular neighborhood is exploding in popularity. What special guest experiences could be created by combining these insights? Stakeholders can unlock new revenue streams by thinking through what data they hold that can be of value to others. More broadly speaking, combining multiple sources of data can help guide a strategy of unbundling and cross-selling to create more gratifying and pertinent experiences for travelers around the world. Embracing data isn’t just smart—it’s the future of travel.

Caroline Tufft is a senior partner in McKinsey’s London office, Margaux Constantin is a partner in the Dubai office, Matteo Pacca is a senior partner in the Paris office, Ryan Mann is a partner in the Chicago office, Ivan Gladstone is an associate partner in the Riyadh office, and Jasperina de Vries is an associate partner in the Amsterdam office.

The authors wish to thank Abdulhadi Alghamdi, Alessandra Powell, Alex Dichter, Cedric Tsai, Diane Vu, Elisa Wallwitz, Lily Miller, Maggie Coffey, Nadya Snezhkova, Nick Meronyk, Paulina Baum, Peimin Suo, Rebecca Stone, Sarah Fellay, Sarah Sahel, Sophia Wang, Steffen Fuchs, Steffen Köpke, Steve Saxon, and Urs Binggeli for their contributions to this article. The authors also wish to thank Mabrian for providing data.

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Top Tourism Marketing Trends That Will Shape the Travel Industry in 2024

• December 15, 2023

The world of tourism is an incredibly dynamic and growing sector. In recent months, market trends in the tourism industry have experienced important changes and are still constantly adapting to the growing needs and demands of worldwide customers. 

In this article, we will have a look at the top tourism trends that are set to define 2024 and beyond to help successfully increase your bookings on a long-term basis. 

The Importance of Understanding Tourism Trends

Digitalisation has had an immense influence on the industry in the past years, and the importance of online travel markets is growing every day. More people are travelling internationally again, and by the end of this year, it is expected to be close to 90% of how things were before the pandemic. The World Tourism Organization (UNWTO) tells us that from January to September 2023, around 975 million tourists visited other countries. That’s a big increase of 38% compared to the same period in 2022.

This is why understanding and adapting to market trends in the tourism industry is truly vital to reach your desired audiences. As the expectations of customers are continuously increasing, It is absolutely necessary to stay ahead of emerging tendencies and already guide your digital marketing into the future to be prepared in the best way possible.

Tourism Customer Journey

When it comes to marketing in travel and tourism, the customer journey leads its way through inspiration, consideration, decision-making, booking and the post-trip reflection. That means that the customers are involved in various touchpoints during the whole process.

• Inspiration: This stage serves as the initial information-seeking phase where potential travellers explore ideas and information to ignite their interest
• Consideration: In this phase, individuals intensely assess various options, carefully weighing different factors such as destinations, activities and accommodations
• Decision-Making: Customers narrow down choices and make the final decision on their travel plans during this critical phase
• Booking: The pivotal point where customers commit to specific travel arrangements
• Post-trip Reflection: The final stage where travellers share their experiences and memories after the trip, offering an additional window for engagement

Every step of this journey is an explicit opportunity for digital marketing to leave a lasting impact. To be able to successfully respond to every step, it is essential to understand your customer and their needs and to target marketing efforts in a way that resonates with their expectations.

Given the complexity of the tourism customer journey, properly implemented digital marketing activities become even more essential. This is crucial to effectively connect with the travellers who are actively seeking to book their upcoming holiday with your brand. 

Some of the upcoming tourism digital marketing trends that will grow even more in 2024 are…

Automation and Personalisation Take Center Stage

It is no surprise that in 2024, automated processes are one of the leading trends in tourism marketing as the digitalisation of the sector is moving forward and constantly adding more positive value to the efficiency and faster bookings. Next to automation, another tourism trend of the upcoming year is definitely personalisation. You will find no way past ensuring that you personalise and tailor the interests and behaviours of the customers in your marketing and advertising by creating relevant content for every user type. Customers nowadays want new and different content and inspiration ideas that make them feel unique. They also put quite high expectations on the possibility of the business to adapt quickly to their wishes and needs. 

For example, Hilton Hotels & Resorts made personalisation one of its main strengths by specialising on individual customer values and analysing their specific preferences and past behaviours . It ranges from loyalty programs which give loyal guests personalised benefits with tailored email content to advertising campaigns that catch potential customers in the right moments of their dreaming phase.

Content Gets Even More Mobile-Friendly

As automated processes have generated a rise in bookings over smartphone apps, mobile marketing gains even more importance in travel and tourism trends of 2024. Smartphones are present in nearly every life situation and make it easy for customers to search for inspiration or even give reviews at home, in the bus or park. According to Condor Ferries , mobile sales have risen from 36% to almost 50% when compared to desktop or laptop sales, accounting for nearly half of all digital travel sales. Additionally, 70% of travellers now prefer to use their smartphones for researching travel information . That means that mobile-friendly content combined with responsive web design and mobile app for your service will give you a huge advantage in marketing and targeting the right customers. 

Hostelworld is a great example of a successful mobile-friendly appearance as they adapted their content and marketing precisely to their target audience. The free Hostelworld app compacts some special and useful features which make it possible to look for inspiration, learn about the place you are planning to go, book your hostel, book tours and activities, give a review afterwards and even chat with other travellers. 

Applications of Virtual Reality in Travel and Tourism Trends

Nowadays, once-in-a-lifetime experiences are what travellers are looking for. By incorporating the newest digital tourism trends into your marketing, you can change people’s ways of experiencing travel and give them a special involvement which they will never forget.

One of the (still very new) technological tools with a potential to develop into a great marketing gem over the next few years is virtual reality and its ability to generate virtual tours of a desired destination or accommodation. By making it possible for customers to see and experience the location before booking it , VR is able to provide your audience with a safer and more familiar feeling during the pivotal decision-making process.

Elevating Tourism Sector with User-Generated Content

User-Generated Content (UGC) is one of those trends in tourism marketing that can have an incredibly huge influence on travel decisions of your potential customers. Ranging from social media posts to exceptional reviews, a great UGC strategy engages with your customers by posting pictures and videos and sharing their travel experiences in a way that gives your business an authentic and trustworthy profile. 

Especially for destination management organisations, UGC is a perfect way to reach new customers and elevate online visibility. For example, Visit Brisbane, the official destination management brand of the Australian city of Brisbane, is setting a successful example with their social media account, where they encourage travellers to post their photos and videos of their Brisbane experience with the hashtag #visitbrisbane. Statistics suggest that they collect thousands of new leads and Instagram followers, effectively catching the attention of their targeted audience.

Synergising Local SEO with Emerging Tourism Marketing Trends

When it comes to everlasting trends in tourism marketing, nothing is more essential to your business than appearing in the top search results after people type their dream travel destinations. But the ultimate goal of an effective Local SEO strategy is not only to secure a prime spot in search results, but also to drive substantial website traffic. By optimising for local search terms and incorporating location-specific keywords, tourism businesses can attract potential customers who are actively seeking services in their geographical area. This targeted approach ensures that the business is prominently featured when travellers are exploring destinations or accommodations, increasing the likelihood of capturing their attention and, ultimately, securing their business.

Key Takeaways

Staying attuned to these evolving tourism trends and integrating them into marketing strategies is essential for tourism businesses to properly navigate the ever-changing digital landscape. As an international agency specialising in the travel sector, we understand the intricate dynamics of this industry and how to successfully dominate SERP for top holiday destinations .  

While digitalisation has certainly enhanced travel experiences, it is still important to nurture unique and personalised connections with your customers. This balanced approach ensures that your business not only keeps pace with market trends in the tourism industry but also maintains the essential human touch that resonates with travellers of the future.

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What is Tourism Marketing? 15 Strategies in 2023

March 22, 2023 | By Hitesh Bhasin | Filed Under: Marketing

From hotels and other types of accommodation to car rental services, airlines , restaurants, entertainment spots, and travel agents – tourism marketing encompasses a wide range of advertising and marketing strategies often used by companies in the tourism and travel industry themselves. All these various marketing efforts are put together under one collective name – Tourism Marketing!

Tourism marketing is an essential tool for a business to ensure they are standing apart from its competitors, garnering customers, and creating brand recognition. Nowadays, various digital marketing platforms such as websites, online ads, email marketing campaigns , and social media marketing outlets have become vital components of modern tourism marketing initiatives for businesses.

Table of Contents

What is Tourism Marketing?

Tourism marketing is a type of marketing used by businesses operating in the travel and tourism industry to attract tourists to a business name or particular location which can be a state, a city, a particular heritage site or tourist destination spot, a hotel, or a convention center anything.

Achieving success in the travel and tourism industry requires thoughtful Tourism Marketing campaigns that are designed to generate brand awareness , create both, reach the most target audience or potential customers, drive traffic, foster loyalty among existing clients, and create a captivating customer experience . By utilizing these strategies, businesses can effectively engage with travelers while generating more sales opportunities.

Tourism Marketing has been profoundly impacted in recent years by digital development, as well as changes in consumer attitudes and desires. Crafting successful Tourism marketing messages today entails taking advantage of social media platforms, featuring user generated content, leveraging online reviews and search engines to your benefit, collaborating with influencers to drive traffic and expand reach, and experimenting with various channels for targeted messaging to attract travelers and optimize their customer journey in a way to convert them into loyal customers.

Why is Tourism Marketing Important?

To make a tourism business thrive, savvy marketing is an absolute must. By staying up-to-date with current trends and launching impactful campaigns, businesses can boost the recognition of their brand, gain customer loyalty and attract travellers. Moreover, tourism marketing holds promise for contributing to the economic growth of the region by driving tourists towards local enterprises.

The tourism industry is one of the biggest in the world and therefore highly competitive. To succeed, businesses must differentiate themselves from their competitors by promoting and advertising what makes them unique, showcasing why they’re the best option for tourists, and advertising and highlighting any special features that set them apart.

To allow businesses to gain a competitive advantage , marketing is essential. Many of the top tourism marketing approaches concentrate on highlighting a business’ unique selling point and broadcasting it effectively. Moreover, marketers must keep abreast with current trends to generate an effective promotional mix and deploy the most viable methods for disseminating their message across all channels.

Understanding the concept of Tourism Marketing

Tourism marketing is associated with most businesses, with marketing strategies in the field of tourism.  Today there are many countries in the world, where the tourism industry plays a major role in economic development , enhancing their GDP.

In such cases, tourism and digital marketing become important things. Many of the places are generally the hotspot for tourists like the Taj Mahal in India. Now places like these are considered the perfect areas where one can boost tourism through digital marketing.

The places which are more likely to be the major spots for attracting tourists are the places where tourism marketing flourishes the most. Now tourism marketing is all about applying several marketing techniques and strategies to create and boost the tourism industry of that place.

For successful tourism marketing to take place, the thing that is required the most is that the brands should speak for themselves in such a way that makes sense that their voices can be heard in the targeted markets.  This way they will be able to generate the cleanest successfully. Also, they need to be really careful in providing services to clients.

This is because if the customers are happy with the services chances they will spread the word and this may bring them more customers.  In the case of tourism marketing, it becomes easy to find the right audiences and create content to draw the attention of the targeted customers to the website by providing encouraging content.  Thus strategic planning , content marketing, and branding is the key to effective tourism marketing.

With it being carried out by keeping these two points in mind, chances are that the company that is involved in tourism marketing will be able to gain the advantage over their existing customers in no time and become a monopoly in the tourism industry.

What are the different ways in which Tourism Marketing Can Be Done in 2023?

Now various methods are applied for tourism marketing to flourish.  Below are some of the important ways in which the tourism marking of any place is given a boost.

1) Location marketing

In this type of marketing strategy , the main focus of tourism marketing is one bringing people’s attention to a specific location. In this strategy , no recommendations are made with respect to a particular site or any accommodation. Now some locations are already so popular all over the world that tourism marketers don’t have to make many efforts to attract their attention to such places.

All they need to do to attract customers is remind them of such locations and chances are that the consumer can easily get convinced to spend money and visit any such place. For example, Las Vegas is popular for its undying charm and full of life kind of prospects.

Now there s also a popular slogan related to Las Vegas which is ‘What happens in Vegas, stays in Vegas’. This slogan has gained worldwide popularity and almost everyone wants to visit Las Vegas at least once.

So here the tourism marketers have to simply remind people of how amazing this city is and what are the different ways in which they can have the time of their lives here. Another example that can be taken in Florida.

They use a more ‘benefit-oriented’ approach. Their slogan and website are ‘The Sunshine State’.  This way they are presenting their state with a joyous and charming climate and as a perfect place for beach and football lovers.  Also with their slogan and website, they are successfully able to present their state as an ideal ‘summer vacation’ destination and are definitely a dream for many to visit this place.

Thus location marketing is one of the simplest forms of tourism marketing in which without even putting much effort, with the brand value and the popularity of some specific location, the customers can be attracted.

2) Activity marketing

Now, this type of tourism is carried out keeping in mind both the location and the activities that are performed in such places.  This type of tourism marketing strategy usually keeps in mind travelers who are adventure lovers or activity freaks.

There are many other sites and locations all over the world that are famous for some specific activities. Like Alaska is famous for snowboarding, Yellowstone national park is famous for thrilling activities like hiking, and camping and is a perfect place for all nature lovers, similarly, there is ‘Colonial Williamsburg’ which attracts all history lovers.

Thus depending on the target audience and the type of activity that a particular place is famous for, tourism marketing can be carried out. Some people may be adventure lovers, some people may be looking for art and culture some people love hunting, depending upon their area of expertise and interest, the tourism markers can segment the groups of potential visitors and customers and approach them.

Thus activity marketing is a form of tourism making and social media marketing that emphasizes the booking process and bringing the attention of a customer to particular places on the basis of the activities that are performed there.

3) Corporate marketing

This is quite an interesting approach to tourism marketing. Now it has been found that a large number of people working in corporate sectors have to travel to different places to attend a conference or a meeting.

Then according to research, it was found these locations were ideal for tourists, and a number of people came to attend those places. Also, they brought their families and their loved ones as well. Now considering these scenarios’ latest trends in mind, corporate influencer marketing can contribute a lot to tourism marketing as it has significant potential.

Here the tourism marketers take advantage of the fact that by planning the business meeting in touristy places, people come in large numbers thus they can make a lot of profit out of it.

What are the four basic pillars of Tourism Marketing?

The foundation of tourism marketing stands firmly on four of its important pillars which are the product , the price, the place, email marketing, and the promotion.

Let us understand each of these separately as to how they contribute to tourism marketing!

Marketing Mix of Tourism

1) product in tourism marketing.

One of the most important aspects of the tourism marketing strategy is to determine the effect of the selling benefits and the other types of benefits that are re-obtained by competing with their rivals in the same market .

Tourism marketers need to focus more on such destinations that provide both business advantages to travel brands and pleasure to their customers. These pleasures depend on several factors like the ease of traveling, facilities of the sites and the hotels, the nightlife of that place, activities offered, and the overall culture of that place.

Thus by considering these factors, tourism marketers will understand the areas that have to focus more on, so that marketing can be done effectively.

2) Price in Tourism Marketing

The price point is yet another important aspect of tourism marketing. Now many people avoid traveling due to money-related issues.  And this is where tourism marketing comes in to save the day.  Today so many mobile apps have been developed, on which if a person books a hotel r a transport like a flight or a train, they get discounts. This attracts a lot of customers.

Along with the free referral marketing, they also try to give value-added services to their customers. Some hotels also offer free shuttle services to their visitors. Also depending on whether it is a high season or an offseason, the prices are altered.  

3) Place in Tourism Marketing

Now for tourism marketing to earn a profit, deciding the location where they want to perform the marketing can play a key role in how far they can go. The place refers to the area where the products and services can be distributed.

Now in tourism and destination marketing, the location and the destination marketers offer their products and services to their customers through travel agents, tour operators, inside sales teas, etc.  The distribution of their products and services to visitors can be done through catalogs, online, sites, mobile devices, websites, stores, etc.

4) Promotion

In this numerous different strategies and technologies are used for the promotion of any specific area or tourist destination.  In fact, trade magazines and meeting planners are also efficient ways for promotion purposes.

These often come with many other forms of discount coupons, brochures, etc. also they try their target customers to come across the ads that pop up on the website to make them aware of the various tourist places.

15 Tourism Marketing Strategies in 2023

1. prioritising hygiene and safety via marketing communication.

Tourism marketers must now prioritize safety and hygiene to give their customers peace of mind when they travel. By highlighting the protocols that are being taken, tourists can rest assured knowing they will be protected while visiting.

2. Developing Loyalty Programmes

Loyalty programs are the ideal way to demonstrate your appreciation for existing customers and stimulate repeated patronage. Tourism marketers should construct loyalty programs that will not only retain existing customers but also appeal to fresh audiences.

3. Capitalising on Voice Search

In the age of voice search, it is essential for tourism marketers to create content that can be quickly found and accessed. Optimizing your site and content for this new technology will bolster your site for visibility and success in the long term.

4. Facilitating User-Generated Content

User-generated content, such as ratings and reviews on social media, is critical in helping customers make informed decisions. User-generated social media content is one of the key tourism marketing trends.

5. Deploying Artificial Intelligence:

AI technology is a valuable asset for Tourism marketers, allowing them to track customer behavior and create personalized brand experiences tailored to each individual. This can help customers find the brand information they need quicker and more easily than ever before.

6. Not Neglect Review Marketing

Reviews and ratings are a critical resource for Tourism companies, making them an invaluable asset in swaying potential customer decisions. Any Tourism marketer must recognize the importance of reviews if they wish to stay competitive.

7. Enhancing the Guest Experience & Satisfaction Through Chatbots

Chatbots can be a vital tool in creating an effortless, tailored experience for all customers. Chatbot technology should be a top priority for the hospitality and tourism industry to provide quick customer service and support, as well as respond promptly to any inquiries.

8. Investing in Remarketing Efforts

Maximizing your Tourism business’ potential by tapping into already engaged customers is a surefire way of increasing sales. Leverage the power of remarketing to maximize your potential and gain more qualified leads.

9. Utilising Augmented Reality Technology

Augmented reality provides the ideal platform for tourism businesses to build mesmerizing and unforgettable experiences for their customers.

10. Prioritising Personalisation

Customization is a crucial element of this form of marketing. By personalizing content and messages to the target audience’s wants and needs, Tourism marketers can engineer and create an experience that will ensure positive word-of-mouth publicity for their business or brand.

11. Exploring Metaverse

The metaverse is becoming more and more popular with tourism companies, as it allows them to give their customers an unparalleled, immersive experience.

12. Using NFTs

Non-fungible tokens, or NFTs, are quickly becoming a widely recognized trend. Tourism companies can harness this technology to propel their marketing campaigns and draw in more visitors.

13. Promoting Virtual Reality (VR) Tours

Allow your customers to explore new destinations without even having to leave their homes – with VR tours, the possibilities are endless!

14. Focusing on the Customer Experience

Crafting an exceptional customer experience should be the primary focus of any Tourism promotional strategy . Optimizing customer experiences on all marketing channels is crucial.

15. Embracing content and influencer marketing

Content and influencer marketing are essential building blocks of any successful tourism strategy. It helps in optimizing the presence of a travel business in the search engine.

Thus, tourism and travel agency marketing are one of the branches of marketing that deal with the tourism and travel industry only.

It is essential to carry out efficient tourism marketing, as one can make a lot of money through this because there are so many people in this world who love traveling, and this can help the tourism marketing industry to flourish their business.

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About Hitesh Bhasin

Hitesh Bhasin is the CEO of Marketing91 and has over a decade of experience in the marketing field. He is an accomplished author of thousands of insightful articles, including in-depth analyses of brands and companies. Holding an MBA in Marketing, Hitesh manages several offline ventures, where he applies all the concepts of Marketing that he writes about.

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This was a great article! Now I’m interested in a career in tourism marketing. How do I start? I already write travel content/copywriting blogs for an agency. Where would I go from there?

this article really helped me in conducting research on tourism. Thank you very much

This article helped me alot on my academic research

Hello,the article is highly assisting and I am seriously having interest in studying Tourism Marketing.

This information was very helpful

hey! This is a good and interesting article about tourism marketing. I am a second degree student in tourism business administration,the program is all about tourism as a business perspective.if you can possible,please post such relevant articles via email address that i have attached below the space provided.

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Top 10 travel marketing trends for 2022.

By: Russ Shumaker on March 28, 2022

As someone in the travel industry, you undoubtedly understand the challenges of keeping up with the latest travel marketing trends . Those challenges became even more apparent after pandemic lockdowns brought tourism and travel to a standstill.

But as the pandemic enters its third year, people are ready to get out and enjoy life again. One of the things at the top of their list is travel and tourism.

We'll share the top 10 travel marketing trends for 2022 to help your travel brand thrive in the new travel landscape. But first, here are a couple of things you should know.

How Are Travel Brands Pivoting from a Post-pandemic Perspective?

According to Google, only 9% of travel marketers think they're prepared to recover and adapt to new trends in a post-pandemic world .

Consumer values have changed since the pandemic, as has consumer demand. As a leader in the tourism industry, understanding trends in the travel industry and shifting your travel marketing strategies to better engage with your audience will ultimately increase your sales and ROI.

Many travel brands have tweaked their business models to adapt to shifting consumer preferences and a new pandemic-conscious world. Some of those marketing trends include:

• Changing from a brick-and-mortar to an online business model
• Enhanced safety training and protocols for workers
• Social media and marketing training for sales workers
• Connecting with customers through empathic and emotional communication about COVID-19 concerns
• Reacting in real-time as the pandemic landscape evolves, i.e., addressing concerns with empathy during heightened outbreaks and using enthusiasm and assurances to engage consumers who are ready to travel again
• Collaborating with consumers to learn what they want, i.e., listen, pivot, and adapt
• Messaging that is authentic and reaches your target audience where they are
• Sharing how common ground, life-changing events have impacted you and your family and your brand and its workers

Before the pandemic, travel and tourism dominated the business world. And though things might still seem uncertain, travel has always rebounded in the wake of other major life-altering events.

What Are Travelers Searching for Online?

As travel became more difficult during the pandemic, travelers spent their time doing online research as they looked forward to a time when they could travel again.

Consumers are searching for safer travel destinations and protocols while also wanting assurance that it's a good time to leave home and go someplace new.

By now, tourism companies have learned that safety is vital and that reinforcing safe protocols is crucial for the travel industry to stay alive in 2022 and beyond.

Travelers are also searching for flexible travel solutions, contactless tourism, or more private travel options.

They also want to ensure their bookings in case travel restrictions become necessary again.

Wha t Are Some Travel Marketing Trends for 2022?

1. virtual reality experiences.

Many would-be tourists are still on the fence about travel. They understand that they might book a trip two or three months out and that cancellation is possible.

Enter the virtual reality experience. Panorama and 360-degree videos have become popular travel marketing tool because it creates a real-life experience for potential travelers.

A VR tour can promote your Airbnb, hotel rooms, resort, or other tourist attraction . At the same time, the experience can offer your guests a fantastic experience, transporting them to another reality that distracts them from real-life concerns.

Some are biding their time and looking for the right opportunity to follow through on booking their trip.

In the meantime, VR experiences are an excellent travel marketing idea to connect with your target consumers and sell your brand.

When creating a VR experience, create an engaging and authentic story, adding fun facts to draw the travel consumer into your brand. Learn more about your target consumer and adapt the material to cater to their needs.

2. Social Media Ads (Facebook and Instagram)

Social media marketing is a leading player in the travel marketing world. Facebook ads , for example, cost very little but can yield tremendous results and offer a fantastic return on your investment (ROI).

Facebook has 2 billion active users each month and offers many ways to target consumers and expand your reach.

Instagram attracts younger consumers who are considering travel. In fact, Instagram is the perfect channel for the click-happy traveler who loves to tell the world where they are in the moment. That means free advertisement for your business when that location is part of your brand.

Turn the tables on your target consumer. Initiate a travel marketing campaign that brings your attraction to the consumer, whether it's in the midst of a bustling metropolis, on sandy beaches, or somewhere in between. Offer inspiration for them to have the travel experience of their lifetime.

3. Blogging

Blogging is one of the oldest and most effective Internet marketing tools for any industry and continues to be alive and relevant today.

Blogs attract consumers in multiple ways. You're more likely to be ranked on page 1 by Google and other search engines by providing relevant content that includes keywords and long-tail search terms.

Beyond basic SEO , you can ask customers to upload a photo of their experience with your brand onto your website, creating testimonials and providing social proof of your value. You might even consider running a competition on your website to see who can provide the best content (photos, guest blog, etc.).

4. Brand Reputation and Reviews

According to Travel Pulse , 83% of users say that online reviews play an essential role in deciding whether or not to book with a particular travel brand.

You have probably searched for brand reviews yourself to evaluate a brand's reputation before purchasing.

And while higher ratings will draw more customers to your brand, you don't necessarily need to have excellent reviews. Many consumers prefer to see positive and negative reviews because they seem more authentic.

A small number of negative reviews add to the credibility of the reviews, but you want to be sure that your brand has enough positive reviews to outweigh the negative ones.

5. Remarketing

Many travel consumers start to book an experience but abandon the booking before completing it. Enter remarketing as a travel marketing strategy.

When this happens to you, it's not a total flop. After all, you did engage a potential consumer. But maybe there was one travel preference they weren't sure you could deliver on.

Remarketing allows your brand to find those consumers and reintroduce more targeted offers to get them back to your website and complete the transaction.

You can achieve this by partnering with a retargeting partner that uses smart-ad technologies and personalized ads while positioning your brand before your consumers when they're looking for your products.

A hospitality and tourism marketing agency can help develop a remarketing campaign for your business.

6. Self-guided Tours

Although self-guided tours were around before the pandemic, the concept has grown popular in a post-pandemic travel world. Pre-pandemic, one in five tourists in the U.S. took a self-guided tour. One can only imagine that this number has grown.

Self-guided tours are a more attractive option in 2022 for many reasons.

Travel consumers today want more private, smaller-group experiences that are also easier on their pocketbooks.

A self-guided tour allows the traveler to make their way through a destination independently on their own time while experiencing similar benefits to a traditional tour. They can depart when they want, linger on a favorite experience, or move on when something doesn't interest them.

Travel companies would do well to position themselves as innovators in the self-guided tour industry.

7. AI Chatbots

A consumer's online experience often determines whether or not they will translate that connection into a buying experience or navigate away from your site.

AI chatbots can help deepen your target audience's online interactions with your brand while providing an edge over your competitors.

Anticipate the types of questions travel consumers ask. These can include inquiries about your travel company's cancellation policy or availability. An AI chatbot offers an automated response to reduce visitors' wait time for an answer.

AI chatbots can help get web visitors to your site's booking form more quickly, narrowing their time to change their minds.

A more seamless experience for potential consumers is also likely to offer added confidence that you care about their needs, encouraging them to seal the deal.

8. Local SEO and Travel Search

The travel landscape has changed, and most people are interested in staycations and staying closer to home instead of roaming the globe. Therefore, local SEO is a vital travel marketing tool to reach them.

While staycations have become increasingly popular over the past year or two, tourism centers have been harnessing the power of local SEO to increase bookings for over a decade.

Use specific local and geographical search terms as part of your SEO strategy and consistently update your content, whether it's on your webpage , social media , or other marketing avenues.

Ensure that your messaging is relevant to the local population when employing local SEO strategies.

You'll also want to consider using Hearst Bay Area's Google My Business Lead Optimizer to increase your tourism agency's SEO rankings. 93% of local searches highlight a Google My Business listing, so you'll want to be sure to have one.

9. Newsletters and Personalized Email Marketing

Email marketing yields the highest ROI of all marketing strategies , offering an average return of $36 for every $1 spent.

Many travelers get their information through newsletters and email marketing. If they don't get it from your business, they'll get it from your competition.

Over two-thirds of consumers are more likely to do business with a travel provider that offers more unique solutions for their guests.

Leverage the power of an effective email marketing campaign to recruit or retain customers, discover preferences that cater to their needs, answer questions, send promotional discounts and offers, offer updates and details about bookings, showcase your travel company, and more.

You'll also want to tell travel customers about industry trends, including increased safety standards in a pandemic-conscious travel world.

To learn more about hotel email marketing , read our blog, Hotel Email Marketing: 9 Awesome Campaign Ideas to Drive ROI .

10. Video Content

Videos are one of the best travel marketing tools , as they offer lots of visual content for travel consumers. And short-form travel videos are the third-highest trending topic on social media apps like Instagram and TikTok .

Videos engage potential travel consumers more deeply than images or words can, transporting viewers into your world and shining a spotlight on the type of travel experience you can offer them.

Some travel companies form partnerships with micro-influencers , a major trending marketing tool. They are a liaison of sorts between your company. They can inform web visitors about adventurous opportunities surrounding your brand and address questions to which visitors want answers, ultimately driving conversions for your travel business.

Your marketing strategies should also create emotional responses through user-generated content in all forms, be it written content, pictures, or videos.

Travel Marketing Trends for 2022: Key Takeaways

• Travel brands must have a prominent digital footprint in the current travel landscape.
• Online bookings are gaining ground, with travel consumers performing in-depth searches online as they consider re-entering the tourism market.
• Remarketing increases your chances of converting people who visit your website for the first time.
• Personalization wins over generic content every time.
• Video can be professionally shot or self-shot. The key is providing relevant content to your target market.

In wrapping up, consider harnessing the power of these key travel marketing trends for 2022 . Begin with a couple and add more as time progresses, then evaluate which ones offer you the best results for your investment of time and money.

Many travel businesses find that partnering with a travel marketing company helps them understand and capitalize on the current trends in the tourism industry.

Whether you're a tour operator or run a hotel, booking or travel agency, airline, cruise line , resort, amusement park, or another local attraction, we can help!

Contact Hearst Bay Area to leverage the best travel marketing trends for 2022 . A robust digital presence will strengthen brand recognition for your travel business. Let's make it happen together.

Click below to learn The Top Travel Marketing Trends for 2023

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5 Travel and Tourism Trends and Factors That Will Impact Your Marketing Strategy

The tourism industry is in the throes of a great revolution that will bring with it a change in paradigm. Not only will it impact many companies’ business models, but it will also affect marketing strategies, customer acquisition, and customer experience management. That's why it's critical we stay updated on the latest tourism trends to keep adapting and riding the wave before everyone else.  

We’ve carried out a previous structural analysis of the tourism industry environment to understand and reflect on the future of the tourism system. By relating the changes, actors, and cycles that are taking part in this metamorphosis, we've been able to derive the keys to this paradigm shift. With all this, we've produced a report (the English-language version is coming soon) and here are some highlights of the new tourism trends you’ll encounter.

5 new tourism trends you need to know  

1. create new experiences.

Many different studies presented at the 2018 World Travel Market London fair agreed on one thing: no matter where they're from, tourists don't stop looking for different, out-of-the-box experiences that move away from what we most frequently see in photographs.  

Long before that, two master works, Pine and Gilmore’s The Experience Economy in 1998 and Rolf Jensen’s The Dream Society in 2001, highlighted the changes both on a societal and service production level being produced in the global economy. We’re witnessing the birth of e xperiences being the axis of economic value , as the basis of the relationship between brands and people. Not in vain, but 69% of customers are more loyal to a travel firm that personalizes their experiences .

Therefore, when it comes to designing your value proposition and communicating it through your communications channels, try to differentiate yourself through unique experiences that surprise the consumer. How can you manage to do that? Design Thinking can be a useful methodology for driving innovation within your business. Its focus is:

• People-centric.
• Highly collaborative.
• Iterative: fail quickly; fail early.

2. Apply emotional marketing to connect with your customers

When it comes to achieving unique, distinctive experiences, it’s vital you create moments that are relevant for the customer. Using emotional marketing , we can create stories, memories, and definitely, the perfect framework for the consumer to also be able to create your own story. Give your brand life and personality. Focus on making the perceived experience seem unique, transformative, and memorable. 

• Create a convincing, authentic, honest narrative, and incentivize conversations around it (conversation).  
• Let the history evolve and the consumer influence in its evolution making it their own (social brand: the brand belongs to your audience).  
• Make it authentic thanks to the synergies with your audience (authenticity).

This way you’ll be able to:

• Connect with people, places, and the present.
• Create links your travelers can bond with.
• Forge connections and personal vision-everyone can make it their own.  

 3. Automate everything you can automate

Another of the new tourism trends is the automation of tasks, especially those that are repetitive. Laundry, invoicing, predictive maintenance of facilities thanks to the Internet of Things and more. According to IDC, at least 50% of tasks will be automated , robotized, and absorbed by Artificial Intelligence by 2024. This idea has been one of the most talked-about topics at the World Travel & Tourism Council (WTTC) celebrated this month in Sevilla. Andrés Oppenheimer, a journalist at CNN and Miami Herald as well as the author of The Robots are Coming , assures that “technology will create more jobs than it will eliminate. In this sense, I’m more optimistic in the medium- to long-term but pessimistic in the short-term because we’ll have to reinvent ourselves, and in very little time.”

Robots, Artificial Intelligence, the Internet of Things, home automation, etc. will forcibly disrupt the tourism industry at all levels, causing substantial changes in its organization. Only 3% of companies have completed the digital transformation process they began; this change will turn into an indisputable competitive advantage factor.

4. Swap your CRM for Artificial Intelligence

CRM systems store, clean, and collect peoples’ data and allow us to gain information about our target market. That’s why 28% of Spanish companies have this type of software.

Despite that, the traditional CRM system is no longer valid. Moving from a conventional CRM to CRM tools that integrate with Artificial Intelligence will let you create connected experiences with our customers before they even become customers, from the moment they turn into a guest to their enrollment in the loyalty program. It is critical; therefore, we have tools that feed into Artificial Intelligence to derive much deeper conclusions. These are capable of managing a more significant amount of data and getting a more extensive read of the information that gives us another type of intelligence about our customer that we need to focus and segment our campaigns in a better way.

As an example of the power this technology can have, TUI Group CEO Friedrich Joussen explained during the WTTC in Sevilla that, thanks to this technology, they managed to find out for what products or services a little more their 20 million annual customers were willing to pay for.

These are the reasons you should change your CRM throughout this year:  

• Customer loyalty, with a 5% increase in customer retention can, according to Bain & Co., increase a company’s profitability by 75%.
• Qualify our CRM data by adding new value layers.
• Expand the message, expanding from the platforms.
• Humanizing the message and being transparent. 

5. Build trusting relationships

SurveyMonkey CEO Zander Lurie declared at the 2018 Web Summit in Lisbon that “companies that build trust and grow quickly because entire industries are facing a crisis of trust today.” He noted that, out of the 3,000 people they surveyed from the US, Canada, and the UK, the things that made people lose trust in a brand most were a poor product experience, at 75%; followed by a poor customer experience at 71%. Lurie also mentioned in this talk that 82% of consumers trust fellow consumers more than brands

Whether this be your case or not, this generalized scenario of distrust in the tourism industry could be especially critical. Users seek calm and guarantees when it comes to planning their vacations or getaways since they're not looking for anything to ruin the moment. How can you build this relationship?

• Listen, ask, be proactive.
• Establish complaint detection mechanisms.  
• Act transparently.
• Make your mistakes and apologize.
• Reward loyalty.
• Compensate for mistakes.
• Act with commitment.
• Create a brand community.

These are just some of the latest tourism trends that, along with many others, will shape a new panorama within the industry. That’s why your company, whether it be a project, destination, or institution, regardless of your role in the industry, has to have these issues into consideration if it wants to lead in the coming future. They're moments of change, but they're also full of new opportunities.

Subscribe to our newsletter and stay up to date with the latest digital trends.

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Top 10 Tourism Marketing Trends to Focus on in 2021

• Collaborating for growth , Marketing in the digital age
• business improvement , content , digital transformation

As a tourism operator in today’s current climate, all businesses must begin developing effective marketing goals and strategies for 2021.

Fortunately, I had the great pleasure of interviewing the leading girl boss and content marketing extraordinaire Hannah Statham from Media Mortar in our most recent Digital Discovery episode . In speaking with Hannah you can see just how much she lives and breathes her content mastery and if you are looking for some content marketing inspiration this is a conversation you don’t want to miss. Hannah shared incredible insights on why your content matters and how you can diversify your content mix to make it work for you in 2021 and beyond! In the episode, she also outlined a series of emerging (and ongoing) trends with detailed recommendations for small businesses to implement moving forward such as:

• Harness the power of organic search
• When others go dark, the power is yours
• Talk to your customers through low-cost means
• Experiment with new forms of content
• Collaborate more. Compete less.
• Harness digital literacy
• Turn your biggest challenges into opportunities
• Make friends with the media
• Be a thought leader
• Do something new. Don’t rely on the past.

Throughout the episode, Hannah provided a wealth of additional insight and recommendations which can be viewed here .

Inspired by Hannah and our conversation we have shared her top 10 tourism marketing trends to focus on in 2021 below originally penned on Media Morter .

Tourism marketing trends to focus on in 2021

If you’re working on your 2021 marketing plans, Hannah and the team recommend focusing on these emerging (and ongoing) marketing trends.

OPPORTUNITY 1: HARNESS THE POWER OF ORGANIC SEARCH

We all know content is king, but it’s very clear not all content wears a crown.

Before picking up the latest marketing tools (*cough* IG Reels), start a content audit of all your existing assets and ask, are you providing your customers with the best information?

You want to be able to match the demand of consumer search for domestic tourism (thank you international border restrictions), with  content that answers their queries.

More people are searching “things to do near me” while they remain geographically bound. Your lowest hanging fruit when it comes to driving conversion is simply to help them.

Fast action items from Hannah:

• Create a list of content in the market for your destination/product/event and ask yourself is it dated?
• Read every page of your website – and ask yourself: Is everything accurate? Is everything as informative as it should be?
• Start making a traffic light system of the most urgent content updates that need to be made

OPPORTUNITY 2: WHEN OTHERS GO DARK, THE SPOTLIGHT IS YOURS

We wouldn’t normally advocate that marketing is just a game of speed, but in 2021 we think the race-for-audience-attention-space will be won by the speed at which it hits the market.

It’s never been more important to get to market first – because Australian tourism is about to enter an era of reduced customer share and increased competition.

Being active when your competitors are not (because they’re too busy getting their act together), will default the spotlight of the consumer’s attention to you.

We saw this happen in March and April when some clients were concerned about marketing through the pandemic and other destinations got the jump on consumer awareness, purely because they showed up.

• Plan in advance so you can be first to market, rather than reactive with your marketing materials. For example, all Queensland destinations, products and events should have all of their Sydney-facing Facebook ads banked and ready go-live the minute the Premier makes her call on the border restrictions to get to market the very same day

OPPORTUNITY 3: TALK TO YOUR CUSTOMERS THROUGH LOW-COST MEANS

We’re guessing your marketing budgets have been sliced and diced like a teppanyaki vegetable for 2021, so what we recommend is doubling down on  organic content marketing channels.

Start by setting up a rhythm to speak to your customers – whether your customers are external, industry or internal staff. One of the things we’ve found eye-opening over COVID is the fact many tourism operators and destinations have huge databases and yet, have never done anything with them.

Take for instance a hotel we recently started working with, who had over 23,000 people in their database and yet, never sent them so much as a “hello” by email.

As a rule of thumb, if you can’t remember the last time you spoke to your customers, it’s probably time to refocus your efforts onto your eNewsletter program or social media and start posting.

OPPORTUNITY 4: EXPERIMENT WITH NEW FORMS OF CONTENT

You heard at the start of this blog post that content is king, but good news for you, this royal family doesn’t have expensive taste.

Content has never been cheaper to produce, so make 2021 the year to experiment with your content production (once you’ve mastered the basics of course).

If your business/region wants to start its own radio program, why not start a podcast? You want to distribute your own news, why not start a blog? Do you want to encourage relocation to the region? Get advertising on Facebook or YouTube pre-roll.

If you’re looking for new results from your marketing, stop sticking to the same old channels that you’re used to – get creative.

• Video outperforms still images on every single channel, whether it’s Instagram, Facebook or LinkedIn. Make 2021 the year to experiment with videos. They don’t need to be high production quality – even a simple time-lapse shot on your phone will do
• The Instagram algorithm (at the moment) favours reels, so it’s time to get really good making them

OPPORTUNITY 5: COLLABORATE MORE. COMPETE LESS

As the competition to stand out becomes higher within Australian tourism, it’s time to look to industry partners within your regions as collaborators rather than competitors.

It’s a lot easier to hunt in a pack than on your own, so finding those strategic partnerships will be crucial to your growth and development in this brave new world.

Over the COVID period, we’ve seen great partnership examples between multiple councils, chambers of commerce and large industries all with the shared purpose of attracting more residents and visitors to the region.

• Collaboration is a non-negotiable in 2021, so write a list of people you can collaborate with to make larger marketing waves than your current ripples

OPPORTUNITY 6: HARNESS DIGITAL LITERACY

Among the dark clouds of COVID-19, there was an unexpected silver lining, digital literacy.

In fact, sociologists believe the digital transformation and adoption we saw between March and May packed what would normally take about seven years into seven weeks.

Former markets like grey nomads, retirees, silver surfers – whatever you want to call them – who relied on print and in-person services turned into digital literates. It’s unlikely they’ll be going back to their pen and paper ways now they’ve got technology on their side.

They are also more mobile than ever before, which calls into question how you distribute your information to them.

One of the best traditional tourism pivots we’ve heard in 2020 is one council area shutting down all physical VICs. They replaced them with a company car that travels like a car-boot sale to events and markets in the region.

If the visitors won’t go to the VIC, maybe the VIC should go to the visitors – whether that’s digitally or physically, or better yet, both.

• Skew your marketing plans towards digital. Not only will it be cheaper for you than offline methods, but you’ll also be able to talk more accurately to your entire target audience.

OPPORTUNITY 7: TURN YOUR BIGGEST CHALLENGES INTO OPPORTUNITIES

Anyone working with Australian tourism will know the tyranny of distance has always been the biggest barrier for encouraging people to visit. But what if it was now your biggest opportunity?

We know our customers are motivated by safe and secure travel. Your USP, whether you’re north, south, east or west is the fact Australia is sparsely populated and by and large, managing COVID well.

• Wide-open spaces, cleanliness and no crowds should be at the forefront of any marketing you do

OPPORTUNITY 8: MAKE FRIENDS WITH THE MEDIA

If there was a time for Public Relations to be your biggest marketing play, 2021 is it.

PR is one of the lowest-cost opportunities in the marketing playbook – with some of the highest returns thanks to the credibility and trust authority it brings with it.

Build out a PR plan for the year and get friendly with your local journalists for a more successful pitch.

OPPORTUNITY 9: BE A THOUGHT LEADER

If there is one thing we ask of you – please don’t be a shrinking violet.

2021 is a time for advocacy for your region, product or event – so be the bold spokesperson the tourism industry needs you to be.

Be the one to start petitions, community groups or networking nights within your region to bring like-minded people together. Don’t wait to hear about the problems or advocacy after the fact in the newspaper.

Remember when you stand for nothing, you can’t make the change you want to see in the world.

• Stand with your industry on issues that are likely going to continue to affect it in 2021 – whether that’s border restrictions, job shortages, skills gaps and foreign worker permits

OPPORTUNITY 10: DO SOMETHING NEW. DON’T RELY ON THE PAST

We’re going to leave you with one final thought. Just remember with marketing, most ideas fail not because they were bad, but because they were so watered down to blend in, that they never stood a chance. At least, that’s our experience and we’ve seen a lot of campaigns launch.

This is a new world we’re living and marketing in – so there’s very little benefit to relying on historical data or what’s worked in the past. 2021 is not the time to dust off the “we’ve always done it that way” approach.

Instead, our recommendation is to take things to market quickly so if you fail, you fail fast. Your new marketing mantra is progress over perfection.

• Let your customers dictate whether your campaign or idea works well, rather than debating it internally for months to a point your campaign is no longer timely or appealing.

To summarise…

• Follow these top 10 emerging (and ongoing) tourism marketing trends and fast action items to kickstart your 2021 digital strategy
• Watch Hannah Statham’s episode of the Digital Discovery Show for more small business golden nuggets
• Head over to our Facebook and YoutTube channels to stay up-to-date with our new episodes that go live every Friday at 10 am AEST.

These episodes delve into topics such as How to Build Your Own Website and Win Online , Bookkeeper Secrets on How to Work Smarter Not Harder , How to Protect Yourself and Your Small Business Against Cyber Attacks and much more!

To follow Hannah and the team you can catch Media Mortar on Facebook | Media Mortar on YouTube | Media Mortar on Instagram 

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• Check out our upcoming live training events
• Get an overview of our services

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Trends in Tourism Marketing for 2024

adventure marketing , Digital Marketing , Tourism Marketing , Travel Marketing , Travel Trends

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As we arrive into 2024, many tourism businesses are wondering what’s on the horizon, and how they can maximize their marketing dollars to drive the most bookings. As of this writing, I can confidently say (barring any new variant) that COVID is no longer a factor. The post-pandemic travel rebound has come and gone, that pent-up demand has been quenched and many of those workers who left the industry have come back. It’s a lot like 2019 again. Except it isn’t.

Here we’ll look at some of the key trends in the industry, particularly in the adventure travel and luxury travel segments, and how to take advantage of them in your travel marketing.

Marketing Strategy Will Be More Important Than Ever

The seismic shift we’ve seen post-covid means much of what worked before, won’t work now. Spend some time to go back to the basics and do some deep customer research. This could involve questionnaires, guest and staff interviews, and a look at your analytics and demographic data. Even better, do this on your competitor’s guests too (yep, there are sophisticated tools to do that) to create comprehensive pictures of your best guests.

Once you’ve done that, take a hard look at the core messaging and the content you currently have on your website and social channels. Is there a disconnect? Remember, if your prospective guests can’t tell the difference between your business and your competitor’s, they’ll just go with the cheapest option, even at the higher end of the market. It pays to differentiate and figure this out.

Investing in a strategic marketing plan will help you attract the right guests, select the best marketing channels, save money and ultimately get you more bookings.

Boomers are Aging Out

The luxury adventure travel market has traditionally been dominated by baby boomers. Here I’m talking about high-end fishing lodges, eco-lodges, wildlife safaris, and polar expeditions—you get the picture. But a common refrain I keep hearing from those business owners is that their guests keep getting older and there’s not enough new blood coming in.

What worked for boomers won’t necessarily work for Gen-X and older affluent millennials . Your marketing must segment your audiences or you’ll be attracting the wrong guests or no guests at all. It comes down to creating the right content to reach those younger demographics.

Focus on More Direct Bookings

Generally, younger guests are more comfortable booking directly with tour operators, versus older guests who prefer to book through travel agents . If your business model is set up so all your bookings come through agents, maybe it’s time to try a hybrid model and increase your share of direct bookings (and profitability).

Even if you are intent on working only through agents, expect your prospective guests to check out your website, branding, content, and social channels, so having the right strategy is still essential.

The Rise of AI in Tourism

Chat GPT and other generative AIs are already revolutionizing the travel industry (and just about every industry). From trip recommendations and custom itineraries to booking airline tickets and creating and managing Google Ads and Meta Ads , AI will soon permeate every part of the travel industry. Your competitors are likely already using AI, so if you are not, it’s time to get cracking.

For tourism businesses, AI can be a boon for creating content, but if unchecked it will be passable at best, and if done wrong, downright awful .

Immersive Storytelling

While AI is great for many things, one thing humans still excel at is storytelling. To show off your knowledge and expertise, you need someone who truly understands your tourism business. Find those great stories that robots cannot. Invite travel writers and influencers on your trips to tell them. Those stories will prove your authority in your niche and help earn your guests’ trust.

One of the best ways to use AI here is for ‘ideas’. Use prompts like ‘create a marketing content calendar for a ‘your niche’ tour operator who runs trips to ‘your destination’ and see what comes up. Then, use that for inspiration and make sure it fits your brand, SEO strategy and of course is super interesting for your potential guests and get to work creating content. Then share it on your website, partner sites, and social media and look for other channels and content forms like video, images, blog posts, and podcasts, to extend its reach.

Sustainable Travel Is Essential

All segments of the tourism industry must demonstrate a commitment to the environment. This is especially important in the luxury travel market. Climate change is real, and on the top of consumers’ minds these days, so if your competitor has a green certification and you don’t they have an advantage and you’re leaving money on the table. But beyond labels and certifications show off what you are doing in your community, how your tourism business is essential to and benefits the local economy. This can be great fodder for stories, so be on the lookout and invite others to tell them too.

Adventure Travel and Nature Experiences Rule

Adventure travel continues to grow in popularity every year. Fewer people are opting for lazy pool and beach vacations and more are wanting to go mountain biking, skiing, scuba diving, hiking, and more. Even if you’re a hotel or lodge, and don’t offer those activities, your guests these days want more than a bed and pool. So work with partner operators to offer outdoor and nature experiences and find stories to tell.

What Doesn’t Change is the Most Important Thing

One of my favorite quotes is this one by Jeff Bezos when asked about the changes he sees in the future. What’s more important is “what’s not going to change in the next 10 years,” he replied. Your guests aren’t buying a heli-ski holiday, fly fishing vacation or wildlife safari. They are seeking a transformation, lifelong memories and oftentimes, the status that goes along with an adventure to a far-flung destination. Ultimately, it’s about the ‘experience’ and you must be able to capture that fully in your marketing.

Nail the strategy and the right tactics will follow. SEO, Google and Meta Ads, social media and email marketing will continue to play a major role this year and beyond. Despite all the industry upheavals, AI and new digital marketing tactics out there, much remains the same.

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Aventur Marketing is a full-service marketing and tourism PR agency with decades of expertise in the tourism industry. For help planning out your marketing for 2024, Contact us for a free consultation.

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12 Tourism Trends That Will Shape the Travel Industry in 2022 and Beyond

Table of Content

1. bleisure travel, 2. automation, 3. mobile bookings, 4. personalization, 5. tech-empowered travel, 6. sustainable tourism, 7. active ecotourism, 8. transformative travel, 9. experience tourism, 10. wellness travel, 11. longer trips, 12. staycation.

With travelers’ desire for new experiences, the rapid global technological advancements, climate change, and other dynamics, the travel and tourism industry is constantly transforming.

Having experienced an all-time high in the past decade, with 2018 recording the highest international tourist arrival, according to the World Tourism Organization (UNWTO) , the sector is now undeniably faced with big challenges and uncomfortable changes following the COVID-19 pandemic.

All the same, there are still rising tourism trends that can help tour operators , Destination Marketing Organizations (DMOs) , and other industry suppliers to revamp their businesses and experience success as we get into the new normal.

From experiential and transformative travel to automation and Bleisure trips, there are new opportunities companies should focus on.

In this article, we’ll go through the top tourism trends right now and highlight how leisure businesses can stay on top of their game and rebuild tourism for the future. 

Bleisure travel is a growing tourism trend where people extend their business travel to leisure activities. Experts predict it will continue to grow in the mobile workforce. Although business travel has started to make its comeback in 2021, bleisure is believed to be its future. 

A 2018 study revealed that 60% of U.S. business trips incorporated leisure elements, an increase from 43% in 2016.

These business-leisure trips can either be pre-planned, whereby clients schedule their vacation within the same period of a job-related trip. Companies may also offer their workers some tourist experiences during work trips. 

On the other hand, this can come as an afterthought. Once the meetings, professional conferences, and other work engagements are over, business travelers may decide to extend their stay and explore their destination.

There is also a growing trend among millennials known as the “digital nomad” phenomenon. This is whereby online workers and freelancers adopt the lifestyle of traveling as they work.

As a tour operator, you can take advantage of this growing trend by creating offers that entice business travelers to extend their stay for leisure. For example, you can sell team retreat packages combined with perks like photos, videos, and transportation. 

Having wifi and chargers in buses and accommodation (for multi-day tours) can also entice digital nomads and other travelers looking to stay connected for work.

Gone are the days when booking a trip required clients to make a phone call, speak directly to a service provider, or walk into the supplier’s office for face-to-face negotiation. 

Digitization has led to a rise in online bookings. Not only has this made advertising cheaper for travel companies , but also customers are enjoying and increasingly prefer the convenience it offers.

Tour and activities companies have also progressively adopted technology and online booking. In 2019, 71% of operators surveyed were using reservation technology in their businesses, a marked increase from just 25% in 2010. More to that, these companies experienced faster growth plus higher profitability. 

Booking systems help tour & activity providers automate their processes and be more effective by adopting cutting-edge technologies. Long gone are the days when you are using spreadsheets, pen and paper to manage your reservations: booking systems do it all automatically, save your time and money. For example, Regiondo booking system has won European travel market by providing seamless reservation experience, flexibility and innovations to businesses of any size.

As we approach the post-COVID period, automation in the sector is bound to continue rising. The increasing digitalization of tourism also generates new business opportunities and promotes the sustainable development of the sector. So as you work on getting back to profitability, take advantage of this tourism trend, and set up the right technology in order to increase your chances of faster recovery.

Another important aspect when it comes to digitization is mobile bookings . 

Operators report that 2 in 5 online bookings are made on mobile devices. These smartphone shoppers are also more valuable to your business because of the following reasons:

• They spend 50% more on tours and activities per trip.
• They average 2.9 tours per trip.
• They are twice as likely to leave online reviews .

Source: Arival Travel

According to Think with Google , 57% of travelers believe that companies should personalize their buying experience and base it on their behaviors, personal preferences, and past choices.

Personalization is also important when it comes to the actual tour or activity. By offering flexible experiences that can be tailored to a traveler’s needs, you stand a chance of better satisfying your clients, and that can lead to repeat visits. Your priority should, therefore, be on offering customer-oriented services.

It starts right from the time they see your advert on social media or your website. The messaging should resonate with what the client prefers. Travel and tour suggestions can be offered according to, for instance, what the customer has been browsing on the internet. This is possible to set up using specialized marketing tools and ad platforms like Google and Facebook.

You are better placed by factoring this into your company’s digital marketing strategy. How do you get started? Reach out and speak to your customers to learn about their preferences , characteristics, behavior, and individual needs.

All in all, staying on top of this tourism trend can be the distinction that will make your company stand out from competitors and gain back profitability faster.

We already talked about automation and mobile bookings as some of the future trends in the tourism sector. But existing and emerging technologies will continue to influence travel in many other ways. 

A recent Amadeus survey states that technology and innovation seem to be key in building traveler confidence and they will increase willingness to travel in the next 12 months.

Technologies proved to be crucial in the post-pandemic world where international tourists need to present Digital COVID Certificates or fill out travel documentation. What is more, people need instant access to information and help when being abroad.

In the coming year, tech innovations will continue to bring ease to the travel experience. The top five technologies that would increase confidence to travel in the next 12 months are:

• Mobile applications that provide on-trip notifications and alerts (44%)
• Self-service check-in (41%)
• Contactless mobile payments, e.g., Apple Pay (41%)
• Automated and flexible cancellation policies (40%)
• Mobile boarding (40%)

In addition to supporting people throughout their journey, technologies made innovative solutions possible. Virtual tours, experiences, and classes gained significant popularity during the lockdowns, and thanks to tech innovation, many businesses survived the crisis.

The first step for technology-empowered travel experience is a website. However, to make sure your customers can easily find you in the search engines, it is important to care about your SEO metrics. Try our free SEO Grader tool to learn how your website performs and get free recommendations on how you can improve it.

Following the COP 26 UN Climate Change Conference and the launch of The Glasgow Declaration on Climate Action , countries are urged to accelerate climate action in tourism. So encouraging sustainable tourism practices and environmental initiatives is of utmost importance for the resilience of the sector. 

The UNWTO Secretary-general has warned that the “climate emergency is a bigger threat than Covid”. As international travelers become aware of this crisis, they come to believe that people need to take action now and make sustainable travel choices in order to save the planet and preserve it for future generations.

More travelers are adopting this mindset hence making their travel decisions with the environment in mind. 

But it’s important to note that sustainability is not only about the environment. It’s also about making a positive impact on cultures, economies, and the people at the destinations that clients visit.

In the post-COVID-19 era, sustainability will be a continuous trend in travel and tourism. If you play your part in upholding sustainability, you can earn the trust and loyalty of the generation of travelers who are spearheading this trend.

Active Ecotourism is another trend that has emerged in response to the calls for more sustainable and thoughtful tourism. It encourages combining the passion for travel with direct involvement in conservation and supporting the local environment.

According to a recent Amadeus survey on rebuilding travel, people consider cost-effective sustainable travel a priority.

37% of travelers surveyed think opportunities for travelers to be involved in the preservation of tourist destinations will help the industry to become more sustainable in the long term.

According to Evolve’s 2022 travel forecasts , 58% of people will be more interested in exploring the outdoors and practicing relevant activities including hiking, biking , and kayaking . Mountain/rural escapes and waterfront getaways are expected to be popular vacation experiences in 2022.

Covid-19 has drawn our attention to the negative impact of travel on the global environment and initiated a promise for ‘coming back better’. So the tourism industry will continue this trend by promoting sustainable outdoor travel and ecotourism in the post-pandemic era.

This is a new tourism trend that’s quickly gaining popularity. Transformative travel is about not just traveling for leisure but also aiming to make a difference in both the lives of others and oneself. 

Volunteering trips are an example of the experiences that have gained popularity from this trend. Travelers vacation and also set aside time to volunteer at their travel destinations. 

When it comes to making a difference in their own lives, clients can opt to go for wellness holidays where they retreat and either join a yoga class, relax at a nature-filled destination, or attend some apprenticeship classes to learn a new skill. 

Because of this trend, there is also a notable change in the travelers’ diet. Instead of indulging in unhealthy meals, those who’ve joined the organic food movement prefer places that offer highly nutritious and organic foods.

One of the main aims of transformative travel is to be involved in something that’s significant and adds purpose to the trip. Booking.com shares that 68% of global travelers would consider participating in cultural exchanges to learn a new skill, followed by a volunteering trip (54%) and international work placements (52%).

Based on this trend, tour operators can focus on offering unique and purposeful activities along with their usual products and services.

Experience tourism is on the rise . This trend is about having a once-in-a-lifetime experience or gaining an emotional connection with cultures and nature. 

As travelers get tired or bored of cookie-cutter vacations in touristy hot spots, they begin looking for an authentic experience in their travel destination. They can easily go for a brand that will allow them to mingle with the locals and experience the culture of the people.

Harris Group did a study that revealed that 72% of millennials prefer spending more money on unique experiences rather than on material things.

So, if you can offer these experiences, then you’re well on your way to acquiring this increasing breed of clients. One of the most popular experiences is food sampling. Food tourism enables travelers to enjoy different local cuisines, maybe even learn how to cook some of the recipes, and interact with the people’s traditions in the process.

Another way clients want to experience their destinations is by staying with local families rather than in hotels. This gives them a chance to interact even closer with the locals and see their way of life.

These are travelers looking for an enriching experience with the primary purpose of achieving, promoting, or maintaining the best health and sense of well-being and balance in life.

But don’t think wellness travel is limited to resorts and spas. Almost any business can take advantage of this trend.

Think of how you can market your business offers as a way to contribute to wellness tourism by developing and promoting communities and showing how both tourists and locals can benefit.

For example, a helicopter tour, paragliding flight, or whatever fun adventure your company offers, is a chance for personal growth by conquering fears or expanding horizons. Your existing offers may give the chance for people to empower themselves by learning a new skill set which also encourages personal growth.

With international travel returning to some degree, tourists are starting to dream about extended long-distance trips again. While countries are advocating for less air travel, this trend will allow people to travel less but better.

According to Evolve’s 2022 travel forecasts , the average trip will likely be longer in length (5-7 nights in 2022, compared to an average of 3.8 nights in both 2020 and 2021).

Longer trips will be increasing in demand as a result of the many work-from-home opportunities too. A study by Envoy finds that the hybrid work model gives employees more flexibility to get work done when they’re most productive.

So those who work remotely are more likely to plan extended stays in 2022 and beyond.

Staycation is another trend that gained popularity during the pandemic. It represents a holiday spent in one’s home country or home rather than abroad. Often involves day trips for exploring local attractions and activities. This type of vacation is ideal for people who are feeling the need of escaping out of their homes but want to avoid the ongoing Covid-19 regulations.

New research suggests that the trend will continue into 2022 despite the easing of international travel restrictions. This is because tourists want to support their local markets well as feel secure and safe in their holiday environment.

So small tour/activity businesses and accommodation providers can rest assured that there will be a constant stream of visitors during the years to come.

As a tour operator or DMO, it’s best to keep an eye on these tourism trends and begin strategizing. These include:

• The merging of business and leisure travels
• Increasing automation
• Mobile bookings
• Personalization of trips
• Tech-Empowered Travel
• Active ecotourism
• A focus on sustainable tourism
• Transformative travel
• Experience tourism
• Wellness travel
• Longer trips
• Staycations

Have a plan of how to meet the needs of your clients and take advantage of these trends. This can be the much-needed headstart to help you emerge above your competition as you seek to recover from the consequences of the pandemic.

You might also like:

• The Rise of Bleisure Travel and How to Make the Most of it
• Travel Like a Local: How Tour Operators Can Make the Most of This Trend
• Health Tourism in the EU: Facts and Figures
• Virtual Reality in Travel: 9 Applications for Tours, Destinations & Activities
• The Rise of Solo Travel and How to Make the Most of it
• When Numbers Matter: The Travel Statistics You Need to Know About
• The Rise of Experience Tourism and What It Means for the Leisure Industry

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New trends in the tourism consumer

1. Consumers are more aware of their needs

Thanks to the possibilities offered to tourism consumers by the internet, they feel more and more free to search for information . As time goes by, the traveller is becoming more and more informed, more ’empowered’, and more able to organise his or her trip independently . While there are still customers who rely on travel agencies to organise their entire holiday, customers who prefer to contact agencies once they have opted for one or more tourism products are on the rise.

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Agencies have often been forced to compete in the marketplace on price. However, this consumer is not exactly looking to analyse tourism products on price. This traveller will study the tourist options that best suit his or her needs , his or her interests. Such is the change in attitude towards decision-making that travellers will not mind paying more for the product if they are confident that this product will provide them with the value they demand .

And it is precisely consumer demand that has been the key to the evolution of tourism in recent years. After decades of tourism focused on the summer period and on the seafront, travellers are in search of authenticity . They are looking for different destinations, such as areas far from the major tourist hotspots, and products that allow them to live unique experiences, connected to the authenticity of these different places.

They are looking for a different kind of tourism .

Basically both the destination to visit , and the activities that the traveller can do there , are the two key factors in their purchase decision. That is why part of its research includes the analysis of the opinions of experts in the sector as well as those of other travellers who have shared their experience on the internet.

2. A sustainable holiday

In a world increasingly aware of sustainability issues, travellers are becoming more and more involved in looking for options that reduce the negative impact on the environment

Sustainable holidays

Europe’s major tourist hotspots, while devoting resources to keeping their cities and environments clean, are today feeling the consequences of tourist overcrowding . And this is also being felt by the travel consumer. While mass tourism is still alive and well and with a wide audience, travel agencies that want to reach a more demanding traveller must consider the impact of their products on the destination .

Travel agencies must consider the impact of their products on the destination .

This is why the more demanding tourist consumer seeks to move away from the major tourist hotspots, opting for destinations close to them that are less crowded . Alternatively, they can opt to stay in the tourist capitals, with the option of visiting local spots where there is no tourist saturation.

This means, then, that the traveller feels more responsible for their impact . They will be interested in looking for tourism products that take into account values as prominent today as sustainability, respect for the environment, safety, and even equality. The discerning traveller wants to be respectful of the destination’s environment and the local population , and to be able to enjoy their trip without feeling worried about circumstances or threats that endanger their wellbeing or that of others.

They want to be able to enjoy their trip without feeling worried about circumstances or threats that endanger their wellbeing or that of others.

This is perhaps the reason why tourism focused on rural experiences, experiences connected with nature , is booming. Not only to get to know natural environments that have not suffered urban impact, but also as a way of disconnecting from the daily routine , to enjoy a few days without stress.

3. In search of a transformation

Another trend being observed among travellers is their search for experiences that transform them, that help them in their personal growth . While one of the most prominent aspects is the need to disconnect from the daily routine, travellers now see their holidays as a way of living experiences that help them to reflect, to learn, to grow as individuals

This is why some travellers opt for tourism products that include activities that seek disconnection or relaxation. For example, practising yoga or meditation. It is true that these are very common practices around the world. But by applying these activities in a different environment, travellers consider them to be methods that help them connect with the identity of the destination they are visiting while taking care of themselves . There are other travellers who choose to take courses in the destination, or even volunteer activities.

Travellers in need of new experiences opt, for example, for destinations that are little explored by international tourists. Few corners of our planet remain undiscovered, but there are travellers who want to experience their transformation as ‘adventurers’ by engaging in activities in remote locations.

On the other hand, there are travellers who repeat visit already known destinations . The transformation is lived in search of experiences that they have not yet experienced in that place . This tends to be more common on short trips, such as weekend trips

4. Alone or in company?

Single or in company?

People who travel as a couple or in a group are essentially looking to reinforce their bonds . For example, it is more common for couples to look for tourism products where they can be more active . The feeling of adventure, fun, adrenaline, brings them not only personal entertainment, but also experiences that they share and that help them to strengthen their relationship.

On the other hand, thanks to the ’empowerment’ of the traveller to make their own decisions, more and more tourism consumers opt to travel alone . This allows greater freedom to choose destination, accommodation, dates, but above all freedom to choose the most suitable tourism product

5. ‘Millenials’ and ‘Baby boomers’

Today the favourite audience of tourism worldwide are the so-called ‘ Millennials’ , so called because they were born approximately between 1981 and 1995, when technology began to form an important part of their lives. Precisely because they were the first generation to experience the technology boom , they are the best at using the internet to plan their trips . And the ones that DMCs are so keen to attract.

The DMCs want to attract them.

Globally, 23% of international travel is undertaken by 15-29 year olds , hence ‘Millennials’. (World Tourism Organization, 2016) And this percentage continues to rise: Millennials are expected to make up 50% of international travellers by 2025 (Tourism Megatrends 10 things you need to know about the future of Tourism, 2016). This is not only due to leisure travel, but also because many Millennials are entering the business travel arena.

In the case of the ‘ Baby boomer generation (born between 1946 and 1965), they belong to an older age group, which means that not many share the same information-seeking tendencies as the ‘Millennials’. This group of consumers do tend to continue to rely on travel agencies to organise their entire holiday.

However, they do share certain interests with Millennials. For example, personal growth , balance , and enjoying their freedom . That is why these consumers are attracted to those tourism products that make them regain that spirit of youth, of inspiration . (Euromonitor International, 2019)

6. The relationship with technology

So far you can imagine that the latest technologies have had a big impact on the tourism sector. Especially in the pre-purchase phase . However, once it is time to pack up and leave home, there are two types of attitudes that are standing out in the travel industry.

One trend is to go on holiday, but remain connected to the world via smartphones. The phenomenon of being afraid of missing out on things happening on social media now has a name: ‘Fear of Missiong Out’ (FOMO). This is why many companies are taking advantage of this trend to continue to keep in touch with their customers through their social networks.

Fear of Mission Out’ .

At the other end of the spectrum are those who use their holidays to disconnect from the stress of the virtual world. These customers, known as ‘Joy of Missing Out’ (JOMO), disconnect from their smartphones to enjoy their free time, and above all their privacy. And due to the technological world in which we live, more and more travellers are opting for JOMO proposals. (Euromonitor International, 2019)

With the technological world in which we live, more and more travellers are opting for JOMO proposals.

This is why companies are also betting on experiences specially prepared for this digital disconnection. And these proposals include, in particular, greater interaction with the company’s staff, in order to offer a more human contact with the tourism product .

7. Interest in local culture and customs

Precisely because of travellers’ interest in connecting more with the destinations they visit, they prefer to engage in different activities. Instead of looking for experiences focused on the masses of tourists, the most demanding travellers prefer to live authentic and local experiences . From cultural visits where they can learn about the history and customs of the place, to gastronomic tours to taste local products.

8. Personalised experiences

There are DMCs that are spotting these trends among their clients, which is a great opportunity to create personalised experiences . This allows companies to define products completely tailored to customers’ needs . And above all, taking into account the latter customer preferences.

If you have detected any of these new interests among your target audience, it might be a good time to take another look at your customer typologies and re-contemplate again your marketing strategies to attract them with these new consumer trends in mind .

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Annie Spratt

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Cruise Tourism Market

Cruise Tourism Market [Travel Type: Group/Family, Solo, Business, and Others (Couples, etc.); and Cruise Type: Commercial, and Chartered] - Global Industry Analysis, Size, Share, Growth, Trends, and Forecast, 2024-2034

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Cruise Tourism Market Outlook 2034

• The global industry was valued at US$ 158.4 Bn in 2023
• It is estimated to grow at a CAGR of 8.4% from 2024 to 2034 and reach US$ 436.7 Bn by the end of 2034

Analysts’ Viewpoint

Increase in consumer interest in cruise travel and exploring new places is fueling the cruise tourism market size. The industry is capitalizing on advancements in ship technology and design, which enhances passenger experience and operational efficiency.

A significant market shift toward sustainability is encouraging cruise lines to invest in eco-friendly technologies and practices to meet increasing regulatory pressures and consumer demand for greener travel options.

Expansion of the middle class in emerging markets, particularly in Asia, and strong economic recovery in traditional markets such as North America and Europe, is driving market progress.

Diversification of cruise offerings from luxury mega-liners to niche river cruises, allow operators to cater to a broader range of preferences and budgets. Strategic marketing and loyalty programs, positions the cruise industry to not only recover from recent downturns but also achieve sustained long-term growth.

Market Introduction

One of the most vibrant and quickly expanding sectors of the international travel business is cruise tourism. Cruise tourism is characterized by opulent floating resorts that crisscross the world's rivers and oceans, providing visitors with an unparalleled fusion of adventure, relaxation, and cultural discovery.

The industry offers a broad range of cruise experiences, from quiet river excursions that wind through picturesque scenery and ancient cities to the extravagance of mega-liners with an abundance of facilities and entertainment options.

The industry has seen a substantial transformation over the past few decades, evolving from a niche market for the wealthy elite to a mainstream cruise vacation option accessible to a broader demographic.

Modern cruise ships are marvels of engineering, equipped with state-of-the-art facilities such as multiple dining venues, entertainment theaters, water parks, fitness centers, and even virtual reality experiences. These floating cities cater to all age groups.

Increase in Millennial and Gen Z Generation Travelers Bolstering Cruise Tourism Market Growth

Millennial and Gen Z travelers are attracted to the unique experiences, affordability, and convenience that cruises offer. They seek diverse, immersive travel experiences and value the ability to visit multiple destinations in one trip without the hassle of constant travel logistics .

Cruise lines are adapting to cater to this demographic by introducing modern amenities, tech-savvy features, and eco-friendly practices. Onboard activities such as adventure sports, live entertainment, and themed events are particularly appealing.

According to Cruise Line International Association, younger generations are the future of cruises with 88% of Millennials and 86% of Gen-X travelers who have cruised before saying they plan to cruise again. Millennials were most interested at 77%, followed by Gen-X at 73%.

Cruise lines are offering both shorter and longer cruise itineraries to attract more first-time cruisers and meet the needs of repeat cruisers. As a result, while the average cruise length continues to be around 7 days, the range of options for cruise duration has expanded.

Flexible booking options and shorter, more varied itineraries also attract these generations, who often have limited vacation time and budgets.

The cruise industry is seeing a notable shift in its customer base, with 81% Millennials and 74% Gen Z travelers playing a crucial role in its expansion and evolution, which is expected to boost the cruise tourism market revenue during the forecast period.

Surge in Social Media Influence Driving Cruise Tourism Market Value

Social media's growing influence is significantly driving the cruise tourism market with platforms such as Instagram, Facebook, and TikTok enabling travelers to share visually appealing content, showcasing exotic destinations and luxurious cruise experiences.

These posts act as powerful endorsements, inspiring potential travelers to consider cruises for their vacations. User-generated content often appears more authentic and trustworthy than traditional advertising, effectively reaching broader and more diverse audiences.

Additionally, social media allows cruise lines to engage directly with customers, providing personalized offers and real-time updates, thus enhancing customer relationships and loyalty.

Influencers and travel bloggers play a crucial role by collaborating with cruise lines to create sponsored content that reaches millions of followers, further boosting brand visibility and appeal, and driving market statistics.

Furthermore, social media campaigns can rapidly adapt to market trends, promoting special deals or new destinations, and can gather immediate feedback from the audience.

This dynamic interaction helps cruise lines to refine their offerings and marketing strategies, catering better to customer preferences. Overall, social media's visual, interactive, and immediate nature makes it a powerful tool in advancing the cruise tourism industry growth .

Growth in Popularity of Online Booking and Marketing Offering Lucrative Cruise Tourism Market Opportunities

The shift toward digital platforms enables cruise lines to reach a broader audience, offering personalized marketing strategies that cater to individual preferences and travel histories.

Enhanced online booking systems streamline the reservation process, providing convenience and immediate access to a wide range of options for potential travelers. Moreover, sophisticated data analytics tools allow cruise companies to understand consumer behavior, optimizing their marketing campaigns for higher engagement and conversion rates.

Social media, search engine optimization (SEO), and targeted email marketing campaigns can significantly enhance brand visibility and attract a younger, tech-savvy demographic. Online platforms also facilitate the collection of customer feedback, which can be used to improve services and create packages that are more appealing.

The ability to offer virtual tours, detailed itineraries, and real-time customer service enhances the overall customer experience.

In a competitive market, leveraging online booking and marketing strategies effectively can lead to increased bookings, higher customer satisfaction, and sustained growth for cruise companies, thus fostering cruise tourism market development.

Regional Outlook of Cruise Tourism Industry

As per the cruise tourism market analysis, North America held largest share in 2023. A vast and affluent population with a high disposable income, enables more people to afford cruises in the region. The United States, in particular, boasts a strong economy and a culture that values travel and leisure.

Geographically, North America is strategically located between two major bodies of water, the Atlantic Ocean and the Pacific Ocean, providing numerous port cities such as Miami, Fort Lauderdale, and Los Angeles, which serve as major departure points. The ports are well developed and technologically advanced.

The Caribbean, Alaska, and the Mexican Riviera are popular cruise destinations that are easily accessible from North American ports. Additionally, cruise lines have heavily invested in marketing and infrastructure in North America, ensuring high visibility and accessibility of cruise options.

Presence of major cruise lines headquartered in North America, such as Carnival, Royal Caribbean, and Norwegian, further consolidates the cruise tourism market share of the region. These companies have a significant influence on the global cruise industry, dictating trends and setting high standards for service and innovation.

Analysis of Key Players

The cruise tourism market report highlights that top companies are spending significantly on expanding their presence, primarily in prominent areas of the globe. The industry's ability to innovate and respond to market trends is critical in navigating challenges and capitalizing on new opportunities.

Carnival Corporation & plc, Royal Caribbean Cruises Ltd, MSC Cruises SA, Norwegian Cruise Line Holdings Ltd, TUI AG, Genting Bhd, Viking Line ABP, The Walt Disney Co, Hurtigruten AS, and Compagnie du Ponant are the prominent cruise tourism market players.

Key players have been profiled in the cruise tourism market research report based on parameters such as company overview, financial overview, business strategies, product portfolio, business segments, and recent developments.

Key Developments

• In 2023, MSC Cruises S.A. introduced new ships with cutting-edge features and amenities, such as the MSC Seashore and MSC Virtuosa.
• On August 08 2023, Cunard announced an exclusive partnership with Michelin-starred chef, Michel Roux. Additional four meal options will be offered on its brand-new ship Queen Anne. Along with developing a new menu for Cunard's fleet-wide bar, the Golden Lion, Michel Roux will collaborate with the line's culinary development chefs to produce a special gala meal for the Queens Grill restaurant aboard Queen Anne. Currently under construction, the new pub menu will include a number of customer favorites that Chef Michel has redesigned. It will debut aboard Queen Anne in May 2024.
• In 2022, MSC Cruises S.A. developed Ocean Cay MSC Marine Reserve, a private island in the Bahamas, offering an exclusive destination for MSC passengers.

Cruise Tourism Market Snapshot

Frequently asked questions, how big was the global cruise tourism market in 2023.

It was valued at US$ 158.4 Bn in 2023

How is the cruise tourism industry expected to grow by 2034?

It is expected to reach US$ 436.7 Bn by the end of 2034

What are the key factors driving the demand for cruise tourism?

Increase in millennial and Gen Z generation travelers, and surge in social media influence

Which cruise type segment contributed the largest share of the cruise tourism business?

The commercial segment contributed the highest share in 2023

How big was North America in the cruise tourism landscape in 2023?

North America accounted for about 38.7% in terms of share in 2023

Who are the prominent cruise tourism players?

Carnival Corporation & plc, Royal Caribbean Cruises Ltd, MSC Cruises SA, Norwegian Cruise Line Holdings Ltd, TUI AG, Genting Bhd, Viking Line ABP, The Walt Disney Co, Hurtigruten AS, and Compagnie du Ponant

    1.1. Market Definition and Scope

    1.2. Market Segmentation

    1.3. Key Research Objectives

    1.4. Research Highlights

2. Assumptions

3. Research Methodology

4. Executive Summary

5. Market Overview

    5.1. Market Dynamics

        5.1.1. Drivers

        5.1.2. Restraints

        5.1.3. Opportunities

    5.2. Key Trends Analysis

        5.2.1. Demand Side Analysis

        5.2.2. Supply Side Analysis

    5.3. Key Market Indicators

    5.4. Porter’s Five Forces Analysis

    5.5. Value Chain Analysis

    5.6. PESTEL Analysis

    5.7. Technological Overview

    5.8. Global Cruise Tourism Market Analysis and Forecast, 2020-2034

        5.8.1. Market Value Projections (US$ Bn)

6. Global Cruise Tourism Market Analysis and Forecast, by Travel Type

    6.1. Cruise Tourism Market Size (US$ Bn), By Travel Type, 2020-2034

        6.1.1. Group/Family

        6.1.2. Solo

        6.1.3. Business

        6.1.4. Others

    6.2. Incremental Opportunity Analysis, by Travel Type

7. Global Cruise Tourism Market Analysis and Forecast, by Cruise Type

    7.1. Cruise Tourism Market Size (US$ Bn), By Cruise Type, 2020-2034

        7.1.1. Commercial

        7.1.2. Chartered

    7.2. Incremental Opportunity Analysis, by Cruise Type

8. Global Cruise Tourism Market Analysis and Forecast, by Cruise Line

    8.1. Cruise Tourism Market Size (US$ Bn), By Cruise Line, 2020-2034

        8.1.1. River Cruise

        8.1.2. Ocean Cruise

    8.2. Incremental Opportunity Analysis, by Cruise Line

9. Global Cruise Tourism Market Analysis and Forecast, by Size (Passengers)

    9.1. Cruise Tourism Market Size (US$ Bn), By Size (Passengers), 2020-2034

        9.1.1. Small Cruise (700-800)

        9.1.2. Midsized Cruise (800-1500)

        9.1.3. Large Cruise (1500 - 3500)

        9.1.4. Mega Cruise (3500 - 6800)

        9.1.5. Super Mega Cruise Ships (6800-11,000)

    9.2. Incremental Opportunity Analysis, by Size (Passengers)

10. Global Cruise Tourism Market Analysis and Forecast, by Tour Type

    10.1. Cruise Tourism Market Size (US$ Bn), By Tour Type, 2020-2034

        10.1.1. One Way

        10.1.2. Round Trip

    10.2. Incremental Opportunity Analysis, by Tour Type

11. Global Cruise Tourism Market Analysis and Forecast, by Category

    11.1. Cruise Tourism Market Size (US$ Bn), By Category, 2020-2034

        11.1.1. Volume/Mass Market Cruise

        11.1.2. Premium/ Luxury

    11.2. Incremental Opportunity Analysis, by Category

12. Global Cruise Tourism Market Analysis and Forecast, by Booking

    12.1. Cruise Tourism Market Size (US$ Bn), By Booking, 2020-2034

        12.1.1. Online

        12.1.2. Offline

    12.2. Incremental Opportunity Analysis, by Booking

13. Global Cruise Tourism Market Analysis and Forecast, by Region

    13.1. Cruise Tourism Market Size (US$ Bn), By Region, 2020-2034

        13.1.1. North America

        13.1.2. Europe

        13.1.3. Asia Pacific

        13.1.4. Middle East & Africa

        13.1.5. South America

    13.2. Incremental Opportunity Analysis, by Region

14. North America Cruise Tourism Market Analysis and Forecast

    14.1. Regional Snapshot

    14.2. Macroeconomic Scenario

    14.3. Key Trend Analysis

    14.4. Market Share Analysis (%)

    14.5. Price Trend Analysis

        14.5.1. Weighted Average Selling Price (US$)

    14.6. Cruise Tourism Market Size (US$ Bn), By Travel Type, 2020-2034

        14.6.1. Group/Family

        14.6.2. Solo

        14.6.3. Business

        14.6.4. Others

    14.7. Cruise Tourism Market Size (US$ Bn), By Cruise Type, 2020-2034

        14.7.1. Commercial

        14.7.2. Chartered

    14.8. Cruise Tourism Market Size (US$ Bn), By Cruise Line, 2020-2034

        14.8.1. River Cruise

        14.8.2. Ocean Cruise

    14.9. Cruise Tourism Market Size (US$ Bn), By Size (Passengers), 2020-2034

        14.9.1. Small Cruise (700-800)

        14.9.2. Midsized Cruise (800-1500)

        14.9.3. Large Cruise (1500 - 3500)

        14.9.4. Mega Cruise (3500 - 6800)

        14.9.5. Super Mega Cruise Ships (6800-11,000)

    14.10. Cruise Tourism Market Size (US$ Bn), By Tour Type, 2020-2034

        14.10.1. One Way

        14.10.2. Round Trip

    14.11. Cruise Tourism Market Size (US$ Bn), By Category, 2020-2034

        14.11.1. Volume/Mass Market Cruise

        14.11.2. Premium/ Luxury

    14.12. Cruise Tourism Market Size (US$ Bn), By Booking, 2020-2034

        14.12.1. Online

        14.12.2. Offline

    14.13. Cruise Tourism Market Size (US$ Bn), By Country, 2020-2034

        14.13.1. U.S.

        14.13.2. Canada

        14.13.3. Rest of North America

    14.14. Incremental Opportunity Analysis

15. Europe Cruise Tourism Market Analysis and Forecast

    15.1. Regional Snapshot

    15.2. Macroeconomic Scenario

    15.3. Key Trend Analysis

    15.4. Market Share Analysis (%)

    15.5. Price Trend Analysis

        15.5.1. Weighted Average Selling Price (US$)

    15.6. Cruise Tourism Market Size (US$ Bn), By Travel Type, 2020-2034

        15.6.1. Group/Family

        15.6.2. Solo

        15.6.3. Business

        15.6.4. Others

    15.7. Cruise Tourism Market Size (US$ Bn), By Cruise Type, 2020-2034

        15.7.1. Commercial

        15.7.2. Chartered

    15.8. Cruise Tourism Market Size (US$ Bn), By Cruise Line, 2020-2034

        15.8.1. River Cruise

        15.8.2. Ocean Cruise

    15.9. Cruise Tourism Market Size (US$ Bn), By Size (Passengers), 2020-2034

        15.9.1. Small Cruise (700-800)

        15.9.2. Midsized Cruise (800-1500)

        15.9.3. Large Cruise (1500 - 3500)

        15.9.4. Mega Cruise (3500 - 6800)

        15.9.5. Super Mega Cruise Ships (6800-11,000)

    15.10. Cruise Tourism Market Size (US$ Bn), By Tour Type, 2020-2034

        15.10.1. One Way

        15.10.2. Round Trip

    15.11. Cruise Tourism Market Size (US$ Bn), By Category, 2020-2034

        15.11.1. Volume/Mass Market Cruise

        15.11.2. Premium/ Luxury

    15.12. Cruise Tourism Market Size (US$ Bn), By Booking, 2020-2034

        15.12.1. Online

        15.12.2. Offline

    15.13. Cruise Tourism Market Size (US$ Bn), By Country, 2020-2034

        15.13.1. Germany

        15.13.2. U.K.

        15.13.3. France

        15.13.4. Italy

        15.13.5. Spain

        15.13.6. The Netherlands

        15.13.7. Rest of Europe

    15.14. Incremental Opportunity Analysis

16. Asia Pacific Cruise Tourism Market Analysis and Forecast

    16.1. Regional Snapshot

    16.2. Macroeconomic Scenario

    16.3. Key Trend Analysis

    16.4. Market Share Analysis (%)

    16.5. Price Trend Analysis

        16.5.1. Weighted Average Selling Price (US$)

    16.6. Cruise Tourism Market Size (US$ Bn), By Travel Type, 2020-2034

        16.6.1. Group/Family

        16.6.2. Solo

        16.6.3. Business

        16.6.4. Others

    16.7. Cruise Tourism Market Size (US$ Bn), By Cruise Type, 2020-2034

        16.7.1. Commercial

        16.7.2. Chartered

    16.8. Cruise Tourism Market Size (US$ Bn), By Cruise Line, 2020-2034

        16.8.1. River Cruise

        16.8.2. Ocean Cruise

    16.9. Cruise Tourism Market Size (US$ Bn), By Size (Passengers), 2020-2034

        16.9.1. Small Cruise (700-800)

        16.9.2. Midsized Cruise (800-1500)

        16.9.3. Large Cruise (1500 - 3500)

        16.9.4. Mega Cruise (3500 - 6800)

        16.9.5. Super Mega Cruise Ships (6800-11,000)

    16.10. Cruise Tourism Market Size (US$ Bn), By Tour Type, 2020-2034

        16.10.1. One Way

        16.10.2. Round Trip

    16.11. Cruise Tourism Market Size (US$ Bn), By Category, 2020-2034

        16.11.1. Volume/Mass Market Cruise

        16.11.2. Premium/ Luxury

    16.12. Cruise Tourism Market Size (US$ Bn), By Booking, 2020-2034

        16.12.1. Online

        16.12.2. Offline

    16.13. Cruise Tourism Market Size (US$ Bn), By Country, 2020-2034

        16.13.1. China

        16.13.2. India

        16.13.3. Japan

        16.13.4. Australia

        16.13.5. South Korea

        16.13.6. ASEAN

        16.13.7. Rest of Asia Pacific

    16.14. Incremental Opportunity Analysis

17. Middle East & Africa Cruise Tourism Market Analysis and Forecast

    17.1. Regional Snapshot

    17.2. Macroeconomic Scenario

    17.3. Key Trend Analysis

    17.4. Market Share Analysis (%)

    17.5. Price Trend Analysis

        17.5.1. Weighted Average Selling Price (US$)

    17.6. Cruise Tourism Market Size (US$ Bn), By Travel Type, 2020-2034

        17.6.1. Group/Family

        17.6.2. Solo

        17.6.3. Business

        17.6.4. Others

    17.7. Cruise Tourism Market Size (US$ Bn), By Cruise Type, 2020-2034

        17.7.1. Commercial

        17.7.2. Chartered

    17.8. Cruise Tourism Market Size (US$ Bn), By Cruise Line, 2020-2034

        17.8.1. River Cruise

        17.8.2. Ocean Cruise

    17.9. Cruise Tourism Market Size (US$ Bn), By Size (Passengers), 2020-2034

        17.9.1. Small Cruise (700-800)

        17.9.2. Midsized Cruise (800-1500)

        17.9.3. Large Cruise (1500 - 3500)

        17.9.4. Mega Cruise (3500 - 6800)

        17.9.5. Super Mega Cruise Ships (6800-11,000)

    17.10. Cruise Tourism Market Size (US$ Bn), By Tour Type, 2020-2034

        17.10.1. One Way

        17.10.2. Round Trip

    17.11. Cruise Tourism Market Size (US$ Bn), By Category, 2020-2034

        17.11.1. Volume/Mass Market Cruise

        17.11.2. Premium/ Luxury

    17.12. Cruise Tourism Market Size (US$ Bn), By Booking, 2020-2034

        17.12.1. Online

        17.12.2. Offline

    17.13. Cruise Tourism Market Size (US$ Bn), By Country, 2020-2034

        17.13.1. UAE

        17.13.2. Saudi Arabia

        17.13.3. Qatar

        17.13.4. Kuwait

        17.13.5. Nigeria

        17.13.6. South Africa

        17.13.7. Rest of Middle East & Africa

    17.14. Incremental Opportunity Analysis

18. South America Cruise Tourism Market Analysis and Forecast

    18.1. Regional Snapshot

    18.2. Macroeconomic Scenario

    18.3. Key Trend Analysis

    18.4. Market Share Analysis (%)

    18.5. Price Trend Analysis

        18.5.1. Weighted Average Selling Price (US$)

    18.6. Cruise Tourism Market Size (US$ Bn), By Travel Type, 2020-2034

        18.6.1. Group/Family

        18.6.2. Solo

        18.6.3. Business

        18.6.4. Others

    18.7. Cruise Tourism Market Size (US$ Bn), By Cruise Type, 2020-2034

        18.7.1. Commercial

        18.7.2. Chartered

    18.8. Cruise Tourism Market Size (US$ Bn), By Cruise Line, 2020-2034

        18.8.1. River Cruise

        18.8.2. Ocean Cruise

    18.9. Cruise Tourism Market Size (US$ Bn), By Size (Passengers), 2020-2034

        18.9.1. Small Cruise (700-800)

        18.9.2. Midsized Cruise (800-1500)

        18.9.3. Large Cruise (1500 - 3500)

        18.9.4. Mega Cruise (3500 - 6800)

        18.9.5. Super Mega Cruise Ships (6800-11,000)

    18.10. Cruise Tourism Market Size (US$ Bn), By Tour Type, 2020-2034

        18.10.1. One Way

        18.10.2. Round Trip

    18.11. Cruise Tourism Market Size (US$ Bn), By Category, 2020-2034

        18.11.1. Volume/Mass Market Cruise

        18.11.2. Premium/ Luxury

    18.12. Cruise Tourism Market Size (US$ Bn), By Booking, 2020-2034

        18.12.1. Online

        18.12.2. Offline

    18.13. Cruise Tourism Market Size (US$ Bn), By Country, 2020-2034

        18.13.1. Brazil

        18.13.2. Argentina

        18.13.3. Rest of South America

    18.14. Incremental Opportunity Analysis

19. Competition Landscape

    19.1. Market Player - Competition Dashboard

    19.2. Market Share Analysis (%), 2023

    19.3. Company Profiles

        19.3.1. Carnival Corporation & plc

            19.3.1.1. Company Overview

            19.3.1.2. Sales Area/Geographical Presence

            19.3.1.3. Product Portfolio

            19.3.1.4. Key Financials

            19.3.1.5. Strategy & Business Overview

        19.3.2. Royal Caribbean Cruises Ltd

            19.3.2.1. Company Overview

            19.3.2.2. Sales Area/Geographical Presence

            19.3.2.3. Product Portfolio

            19.3.2.4. Key Financials

            19.3.2.5. Strategy & Business Overview

        19.3.3. MSC Cruises SA

            19.3.3.1. Company Overview

            19.3.3.2. Sales Area/Geographical Presence

            19.3.3.3. Product Portfolio

            19.3.3.4. Key Financials

            19.3.3.5. Strategy & Business Overview

        19.3.4. Norwegian Cruise Line Holdings Ltd

            19.3.4.1. Company Overview

            19.3.4.2. Sales Area/Geographical Presence

            19.3.4.3. Product Portfolio

            19.3.4.4. Key Financials

            19.3.4.5. Strategy & Business Overview

        19.3.5. TUI AG

            19.3.5.1. Company Overview

            19.3.5.2. Sales Area/Geographical Presence

            19.3.5.3. Product Portfolio

            19.3.5.4. Key Financials

            19.3.5.5. Strategy & Business Overview

        19.3.6. Genting Bhd

            19.3.6.1. Company Overview

            19.3.6.2. Sales Area/Geographical Presence

            19.3.6.3. Product Portfolio

            19.3.6.4. Key Financials

            19.3.6.5. Strategy & Business Overview

        19.3.7. Viking Line ABP

            19.3.7.1. Company Overview

            19.3.7.2. Sales Area/Geographical Presence

            19.3.7.3. Product Portfolio

            19.3.7.4. Key Financials

            19.3.7.5. Strategy & Business Overview

        19.3.8. The Walt Disney Co

            19.3.8.1. Company Overview

            19.3.8.2. Sales Area/Geographical Presence

            19.3.8.3. Product Portfolio

            19.3.8.4. Key Financials

            19.3.8.5. Strategy & Business Overview

        19.3.9. Hurtigruten AS

            19.3.9.1. Company Overview

            19.3.9.2. Sales Area/Geographical Presence

            19.3.9.3. Product Portfolio

            19.3.9.4. Key Financials

            19.3.9.5. Strategy & Business Overview

        19.3.10. Compagnie du Ponant

            19.3.10.1. Company Overview

            19.3.10.2. Sales Area/Geographical Presence

            19.3.10.3. Product Portfolio

            19.3.10.4. Key Financials

            19.3.10.5. Strategy & Business Overview

        19.3.11. Other Key Players

            19.3.11.1. Company Overview

            19.3.11.2. Sales Area/Geographical Presence

            19.3.11.3. Product Portfolio

            19.3.11.4. Key Financials

            19.3.11.5. Strategy & Business Overview

20. Go To Market Strategy

List of Tables

Table 01: Global Cruise Tourism Market Value (US$ Bn) Projection By Travel Type 2020-2034

Table 02: Global Cruise Tourism Market Value (US$ Bn) Projection By Cruise Type 2020-2034

Table 03: Global Cruise Tourism Market Value (US$ Bn) Projection By Cruise Line 2020-2034

Table 04: Global Cruise Tourism Market Value (US$ Bn) Projection By Size (Passengers) 2020-2034

Table 05: Global Cruise Tourism Market Value (US$ Bn) Projection By Tour Type 2020-2034

Table 06: Global Cruise Tourism Market Value (US$ Bn) Projection By Category 2020-2034

Table 07: Global Cruise Tourism Market Value (US$ Bn) Projection By Booking Mode 2020-2034

Table 08: Global Cruise Tourism Market Value (US$ Bn) Projection By Region 2020-2034

Table 09: North America Cruise Tourism Market Value (US$ Bn) Projection By Travel Type 2020-2034

Table 10: North America Cruise Tourism Market Value (US$ Bn) Projection By Cruise Type 2020-2034

Table 11: North America Cruise Tourism Market Value (US$ Bn) Projection By Cruise Line 2020-2034

Table 12: North America Cruise Tourism Market Value (US$ Bn) Projection By Size (Passengers) 2020-2034

Table 13: North America Cruise Tourism Market Value (US$ Bn) Projection By Tour Type 2020-2034

Table 14: North America Cruise Tourism Market Value (US$ Bn) Projection By Category 2020-2034

Table 15: North America Cruise Tourism Market Value (US$ Bn) Projection By Booking Mode 2020-2034

Table 16: North America Cruise Tourism Market Value (US$ Bn) Projection By Country 2020-2034

Table 17: Europe Cruise Tourism Market Value (US$ Bn) Projection By Travel Type 2020-2034

Table 18: Europe Cruise Tourism Market Value (US$ Bn) Projection By Cruise Type 2020-2034

Table 19: Europe Cruise Tourism Market Value (US$ Bn) Projection By Cruise Line 2020-2034

Table 20: Europe Cruise Tourism Market Value (US$ Bn) Projection By Size (Passengers) 2020-2034

Table 21: Europe Cruise Tourism Market Value (US$ Bn) Projection By Tour Type 2020-2034

Table 22: Europe Cruise Tourism Market Value (US$ Bn) Projection By Category 2020-2034

Table 23: Europe Cruise Tourism Market Value (US$ Bn) Projection By Booking Mode 2020-2034

Table 24: Europe Cruise Tourism Market Value (US$ Bn) Projection By Country 2020-2034

Table 25: Asia Pacific Cruise Tourism Market Value (US$ Bn) Projection By Travel Type 2020-2034

Table 26: Asia Pacific Cruise Tourism Market Value (US$ Bn) Projection By Cruise Type 2020-2034

Table 27: Asia Pacific Cruise Tourism Market Value (US$ Bn) Projection By Cruise Line 2020-2034

Table 28: Asia Pacific Cruise Tourism Market Value (US$ Bn) Projection By Size (Passengers) 2020-2034

Table 29: Asia Pacific Cruise Tourism Market Value (US$ Bn) Projection By Tour Type 2020-2034

Table 30: Asia Pacific Cruise Tourism Market Value (US$ Bn) Projection By Category 2020-2034

Table 31: Asia Pacific Cruise Tourism Market Value (US$ Bn) Projection By Booking Mode 2020-2034

Table 32: Asia Pacific Cruise Tourism Market Value (US$ Bn) Projection By Country 2020-2034

Table 33: Middle East & Africa Cruise Tourism Market Value (US$ Bn) Projection By Travel Type 2020-2034

Table 34: Middle East & Africa Cruise Tourism Market Value (US$ Bn) Projection By Cruise Type 2020-2034

Table 35: Middle East & Africa Cruise Tourism Market Value (US$ Bn) Projection By Cruise Line 2020-2034

Table 36: Middle East & Africa Cruise Tourism Market Value (US$ Bn) Projection By Size (Passengers) 2020-2034

Table 37: Middle East & Africa Cruise Tourism Market Value (US$ Bn) Projection By Tour Type 2020-2034

Table 38: Middle East & Africa Cruise Tourism Market Value (US$ Bn) Projection By Category 2020-2034

Table 39: Middle East & Africa Cruise Tourism Market Value (US$ Bn) Projection By Booking Mode 2020-2034

Table 40: Middle East & Africa Cruise Tourism Market Value (US$ Bn) Projection By Country 2020-2034

Table 41: South America Cruise Tourism Market Value (US$ Bn) Projection By Travel Type 2020-2034

Table 42: South America Cruise Tourism Market Value (US$ Bn) Projection By Cruise Type 2020-2034

Table 43: South America Cruise Tourism Market Value (US$ Bn) Projection By Cruise Line 2020-2034

Table 44: South America Cruise Tourism Market Value (US$ Bn) Projection By Size (Passengers) 2020-2034

Table 45: South America Cruise Tourism Market Value (US$ Bn) Projection By Tour Type 2020-2034

Table 46: South America Cruise Tourism Market Value (US$ Bn) Projection By Category 2020-2034

Table 47: South America Cruise Tourism Market Value (US$ Bn) Projection By Booking Mode 2020-2034

Table 48: South America Cruise Tourism Market Value (US$ Bn) Projection By Country 2020-2034

List of Figures

Figure 01: Global Cruise Tourism Market Value (US$ Bn) Projection, By Travel Type 2020-2034

Figure 02: Global Cruise Tourism Market, Incremental Opportunities (US$ Bn), Forecast, By Travel Type 2024-2034

Figure 03: Global Cruise Tourism Market Value (US$ Bn) Projection, By Cruise Type 2020-2034

Figure 04: Global Cruise Tourism Market, Incremental Opportunities (US$ Bn), Forecast, By Cruise Type 2024-2034

Figure 05: Global Cruise Tourism Market Value (US$ Bn) Projection, By Cruise Line 2020-2034

Figure 06: Global Cruise Tourism Market, Incremental Opportunities (US$ Bn), Forecast, By Cruise Line 2024-2034

Figure 07: Global Cruise Tourism Market Value (US$ Bn) Projection, By Size (Passengers) 2020-2034

Figure 08: Global Cruise Tourism Market, Incremental Opportunities (US$ Bn), Forecast, By Size (Passengers) 2024-2034

Figure 09: Global Cruise Tourism Market Value (US$ Bn) Projection, By Tour Type 2020-2034

Figure 10: Global Cruise Tourism Market, Incremental Opportunities (US$ Bn), Forecast, By Tour Type 2024-2034

Figure 11: Global Cruise Tourism Market Value (US$ Bn) Projection, By Category 2020-2034

Figure 12: Global Cruise Tourism Market, Incremental Opportunities (US$ Bn), Forecast, By Category 2024-2034

Figure 13: Global Cruise Tourism Market Value (US$ Bn) Projection, By Booking Mode 2020-2034

Figure 14: Global Cruise Tourism Market, Incremental Opportunities (US$ Bn), Forecast, By Booking Mode 2024-2034

Figure 15: Global Cruise Tourism Market Value (US$ Bn) Projection, By Region 2020-2034

Figure 16: Global Cruise Tourism Market, Incremental Opportunities (US$ Bn), Forecast, By Region 2024-2034

Figure 17: North America Cruise Tourism Market Value (US$ Bn) Projection, By Travel Type 2020-2034

Figure 18: North America Cruise Tourism Market, Incremental Opportunities (US$ Bn), Forecast, By Travel Type 2024-2034

Figure 19: North America Cruise Tourism Market Value (US$ Bn) Projection, By Cruise Type 2020-2034

Figure 20: North America Cruise Tourism Market, Incremental Opportunities (US$ Bn), Forecast, By Cruise Type 2024-2034

Figure 21: North America Cruise Tourism Market Value (US$ Bn) Projection, By Cruise Line 2020-2034

Figure 22: North America Cruise Tourism Market, Incremental Opportunities (US$ Bn), Forecast, By Cruise Line 2024-2034

Figure 23: North America Cruise Tourism Market Value (US$ Bn) Projection, By Size (Passengers) 2020-2034

Figure 24: North America Cruise Tourism Market, Incremental Opportunities (US$ Bn), Forecast, By Size (Passengers) 2024-2034

Figure 25: North America Cruise Tourism Market Value (US$ Bn) Projection, By Tour Type 2020-2034

Figure 26: North America Cruise Tourism Market, Incremental Opportunities (US$ Bn), Forecast, By Tour Type 2024-2034

Figure 27: North America Cruise Tourism Market Value (US$ Bn) Projection, By Category 2020-2034

Figure 28: North America Cruise Tourism Market, Incremental Opportunities (US$ Bn), Forecast, By Category 2024-2034

Figure 29: North America Cruise Tourism Market Value (US$ Bn) Projection, By Booking Mode 2020-2034

Figure 30: North America Cruise Tourism Market, Incremental Opportunities (US$ Bn), Forecast, By Booking Mode 2024-2034

Figure 31: North America Cruise Tourism Market Value (US$ Bn) Projection, By Country 2020-2034

Figure 32: North America Cruise Tourism Market, Incremental Opportunities (US$ Bn), Forecast, By Country 2024-2034

Figure 33: Europe Cruise Tourism Market Value (US$ Bn) Projection, By Travel Type 2020-2034

Figure 34: Europe Cruise Tourism Market, Incremental Opportunities (US$ Bn), Forecast, By Travel Type 2024-2034

Figure 35: Europe Cruise Tourism Market Value (US$ Bn) Projection, By Cruise Type 2020-2034

Figure 36: Europe Cruise Tourism Market, Incremental Opportunities (US$ Bn), Forecast, By Cruise Type 2024-2034

Figure 37: Europe Cruise Tourism Market Value (US$ Bn) Projection, By Cruise Line 2020-2034

Figure 38: Europe Cruise Tourism Market, Incremental Opportunities (US$ Bn), Forecast, By Cruise Line 2024-2034

Figure 39: Europe Cruise Tourism Market Value (US$ Bn) Projection, By Size (Passengers) 2020-2034

Figure 40: Europe Cruise Tourism Market, Incremental Opportunities (US$ Bn), Forecast, By Size (Passengers) 2024-2034

Figure 41: Europe Cruise Tourism Market Value (US$ Bn) Projection, By Tour Type 2020-2034

Figure 42: Europe Cruise Tourism Market, Incremental Opportunities (US$ Bn), Forecast, By Tour Type 2024-2034

Figure 43: Europe Cruise Tourism Market Value (US$ Bn) Projection, By Category 2020-2034

Figure 44: Europe Cruise Tourism Market, Incremental Opportunities (US$ Bn), Forecast, By Category 2024-2034

Figure 45: Europe Cruise Tourism Market Value (US$ Bn) Projection, By Booking Mode 2020-2034

Figure 46: Europe Cruise Tourism Market, Incremental Opportunities (US$ Bn), Forecast, By Booking Mode 2024-2034

Figure 47: Europe Cruise Tourism Market Value (US$ Bn) Projection, By Country 2020-2034

Figure 48: Europe Cruise Tourism Market, Incremental Opportunities (US$ Bn), Forecast, By Country 2024-2034

Figure 49: Asia Pacific Cruise Tourism Market Value (US$ Bn) Projection, By Travel Type 2020-2034

Figure 50: Asia Pacific Cruise Tourism Market, Incremental Opportunities (US$ Bn), Forecast, By Travel Type 2024-2034

Figure 51: Asia Pacific Cruise Tourism Market Value (US$ Bn) Projection, By Cruise Type 2020-2034

Figure 52: Asia Pacific Cruise Tourism Market, Incremental Opportunities (US$ Bn), Forecast, By Cruise Type 2024-2034

Figure 53: Asia Pacific Cruise Tourism Market Value (US$ Bn) Projection, By Cruise Line 2020-2034

Figure 54: Asia Pacific Cruise Tourism Market, Incremental Opportunities (US$ Bn), Forecast, By Cruise Line 2024-2034

Figure 55: Asia Pacific Cruise Tourism Market Value (US$ Bn) Projection, By Size (Passengers) 2020-2034

Figure 56: Asia Pacific Cruise Tourism Market, Incremental Opportunities (US$ Bn), Forecast, By Size (Passengers) 2024-2034

Figure 57: Asia Pacific Cruise Tourism Market Value (US$ Bn) Projection, By Tour Type 2020-2034

Figure 58: Asia Pacific Cruise Tourism Market, Incremental Opportunities (US$ Bn), Forecast, By Tour Type 2024-2034

Figure 59: Asia Pacific Cruise Tourism Market Value (US$ Bn) Projection, By Category 2020-2034

Figure 60: Asia Pacific Cruise Tourism Market, Incremental Opportunities (US$ Bn), Forecast, By Category 2024-2034

Figure 61: Asia Pacific Cruise Tourism Market Value (US$ Bn) Projection, By Booking Mode 2020-2034

Figure 62: Asia Pacific Cruise Tourism Market, Incremental Opportunities (US$ Bn), Forecast, By Booking Mode 2024-2034

Figure 63: Asia Pacific Cruise Tourism Market Value (US$ Bn) Projection, By Country 2020-2034

Figure 64: Asia Pacific Cruise Tourism Market, Incremental Opportunities (US$ Bn), Forecast, By Country 2024-2034

Figure 65: Middle East & Africa Cruise Tourism Market Value (US$ Bn) Projection, By Travel Type 2020-2034

Figure 66: Middle East & Africa Cruise Tourism Market, Incremental Opportunities (US$ Bn), Forecast, By Travel Type 2024-2034

Figure 67: Middle East & Africa Cruise Tourism Market Value (US$ Bn) Projection, By Cruise Type 2020-2034

Figure 68: Middle East & Africa Cruise Tourism Market, Incremental Opportunities (US$ Bn), Forecast, By Cruise Type 2024-2034

Figure 69: Middle East & Africa Cruise Tourism Market Value (US$ Bn) Projection, By Cruise Line 2020-2034

Figure 70: Middle East & Africa Cruise Tourism Market, Incremental Opportunities (US$ Bn), Forecast, By Cruise Line 2024-2034

Figure 71: Middle East & Africa Cruise Tourism Market Value (US$ Bn) Projection, By Size (Passengers) 2020-2034

Figure 72: Middle East & Africa Cruise Tourism Market, Incremental Opportunities (US$ Bn), Forecast, By Size (Passengers) 2024-2034

Figure 73: Middle East & Africa Cruise Tourism Market Value (US$ Bn) Projection, By Tour Type 2020-2034

Figure 74: Middle East & Africa Cruise Tourism Market, Incremental Opportunities (US$ Bn), Forecast, By Tour Type 2024-2034

Figure 75: Middle East & Africa Cruise Tourism Market Value (US$ Bn) Projection, By Category 2020-2034

Figure 76: Middle East & Africa Cruise Tourism Market, Incremental Opportunities (US$ Bn), Forecast, By Category 2024-2034

Figure 77: Middle East & Africa Cruise Tourism Market Value (US$ Bn) Projection, By Booking Mode 2020-2034

Figure 78: Middle East & Africa Cruise Tourism Market, Incremental Opportunities (US$ Bn), Forecast, By Booking Mode 2024-2034

Figure 79: Middle East & Africa Cruise Tourism Market Value (US$ Bn) Projection, By Country 2020-2034

Figure 80: Middle East & Africa Cruise Tourism Market, Incremental Opportunities (US$ Bn), Forecast, By Country 2024-2034

Figure 81: South America Cruise Tourism Market Value (US$ Bn) Projection, By Travel Type 2020-2034

Figure 82: South America Cruise Tourism Market, Incremental Opportunities (US$ Bn), Forecast, By Travel Type 2024-2034

Figure 83: South America Cruise Tourism Market Value (US$ Bn) Projection, By Cruise Type 2020-2034

Figure 84: South America Cruise Tourism Market, Incremental Opportunities (US$ Bn), Forecast, By Cruise Type 2024-2034

Figure 85: South America Cruise Tourism Market Value (US$ Bn) Projection, By Cruise Line 2020-2034

Figure 86: South America Cruise Tourism Market, Incremental Opportunities (US$ Bn), Forecast, By Cruise Line 2024-2034

Figure 87: South America Cruise Tourism Market Value (US$ Bn) Projection, By Size (Passengers) 2020-2034

Figure 88: South America Cruise Tourism Market, Incremental Opportunities (US$ Bn), Forecast, By Size (Passengers) 2024-2034

Figure 89: South America Cruise Tourism Market Value (US$ Bn) Projection, By Tour Type 2020-2034

Figure 90: South America Cruise Tourism Market, Incremental Opportunities (US$ Bn), Forecast, By Tour Type 2024-2034

Figure 91: South America Cruise Tourism Market Value (US$ Bn) Projection, By Category 2020-2034

Figure 92: South America Cruise Tourism Market, Incremental Opportunities (US$ Bn), Forecast, By Category 2024-2034

Figure 93: South America Cruise Tourism Market Value (US$ Bn) Projection, By Booking Mode 2020-2034

Figure 94: South America Cruise Tourism Market, Incremental Opportunities (US$ Bn), Forecast, By Booking Mode 2024-2034

Figure 95: South America Cruise Tourism Market Value (US$ Bn) Projection, By Country 2020-2034

Figure 96: South America Cruise Tourism Market, Incremental Opportunities (US$ Bn), Forecast, By Country 2024-2034

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Digital Cultural Tourism Market Outlook 2024-2031: Trends And Opportunities, Booming The Revenue And CAGR Of Forcast To 2024-2031 | Smartify, YouVisit, Amadeus IT Group, Sabre Corporation

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