Travellers today are connected, work on the go, and place importance on their environmental impact. For businesses in this industry to remain relevant they must evolve at the same speed as their clientele.
Charnel Kara, Tourism Specialist at FNB Business, says: “The world has opened up a little more, and we are starting to see a number of previously less travelled destinations becoming ticket items on travellers’ bucket lists. This puts pressure on South African tourism businesses to do more to keep pulling in the positive travel numbers.”
Kara has identified four major trends that are influencing the tourism industry.
Technology
From the initial stages of planning and booking a trip, a traveller is reliant on technology. Online bookings portals that allow customers to view availability, make a booking and pay immediately are becoming a non-negotiable. The offer of limited versus unlimited WiFi plays a key role in attracting and maintaining customers. Businesses are also using social media as a way to engage with clients.
Intergenerational travel
A growing number of families are travelling as an intergenerational unit – usually three generations that include grandparents, parents and children. As such, businesses must cater for all interests and needs. For the travellers, it is a way to pass on values and interests as well as to enjoy experiences together.
The lone traveller
Travelling solo is a growing trend with younger travellers. It is all about treating yourself. One of the factors pushing this growth is the trend of getting married later. This means more time for people to travel while still single and earning enough. People are also choosing to travel solo as a result of differing work schedules.
Environmental concerns
More than ever, travellers are ensuring that they reduce their carbon footprint. This helps inform their decisions over the types of destinations, accommodation they book, and activities they do. With green buildings becoming more common, these are the first choice for environmentally conscious travellers. If this is not available, travellers often actively attempt to find the best alternative.
Kara says businesses in South Africa have been able to adapt to the trends and this must continue to ensure their success. “The competitive edge here is in remaining resilient, continuously evolving and embracing global trends and best practices.”
