I just read an article from Anne Lim – Travel Trends In The Twenty-Tens: What Marketers Need To Know and I feel excited to confirm that the trends are going towards responsible tourism and that companies like EcoCircuitos that have been working for years to support the local knowledge, empowering local communities and offering transformative experiences are on the right track of the industry today.
I feel connected with the philosophy of today’s travelers that buy less and experience more is the way to travel. Some of the important information she shares with us in his very interesting article is that people are spending more on travels but in a conscious way and definitely, companies in the industry need to change strategy and adapt to the new green travelers. Definitely, Sustainable Tourism is finally sexy!!
Below some of the figures Anne Lim shares in her article:
Sustainable Tourism is the way today
More than 70% of travelers plan to make eco-friendly choices in the next vacation, in contrast to what was only 45% one year ago. In addition to this, 58% of travelers said their choices are affected by whether or not the hotel and tour company gives back to the local community, and 66% of global consumers prefer to buy products and services from brands that give back to society [TripAdvisor]. Why? It seems that in this age of political turmoil and ecological crisis, individuals support only the companies whose values are aligned with those of their own, especially when it comes to luxury purchases and consumerism. It’s in these particular cases that marketers must take social responsibility into account. By advertising the charitable aspects of the brands, you’re telling people why they should want your product, as well as why they should also feel good about buying it over the competition – a strategy that will be especially effective with millennial travelers.
The “Bucket List Effect” (Panama should be on that list)
75% of travelers say they’d like to visit travel destinations that none of their friends have visited before. Additionally, 80% of travelers expressed interest in escaping the usual tourist traps on their next holiday [Experiential Travel Survey]. It turns out that people enjoy having unique experiences they can claim as their own, as opposed to traveling to the same popularly visited destinations that will provide them with the same basic pictures that everybody else has in their photo-albums or social platforms. This means that people are always on the prowl for a trendy destination – giving marketers an opportunity to showcase “under-rated” locales which enable their ads to stand out more and drive curiosity; a powerful duo that can exponentially increase sales.