“The year is 1999 and you’re planning a trip to Chile” says Euromonitor’s Mike Jozwik from the stage at the Adventure Travel World Summit. He continues: If you use the internet at all to help you, you’ll get that horrible sound that means you’re using a dial-up connection to get online. Google is only two years old, so maybe you’re using Ask Jeeves to perform your search. Maybe you’ll try to use TripAdvisor, which is missing a key component: namely 250 million user reviews. You will probably order some travelers checks. You might have to get on the phone to purchase your plane ticket or make a hotel reservation. Maybe you’ll even use a fax machine.
The point is, fifteen years is not very long and yet a lot has changed. How can we use this exercise in remembering the past to help us imagine the future? To help the adventure travel industry get the clearest and most informed vision of the future of our industry, the ATTA invited two keynote speakers from Euromonitor International to the Adventure Travel World Summit. Euromonitor is a leader in market research and business insights and they sent their Head of Travel, Caroline Bremner and Mike Jozwik, their Global Director of Consulting, to present “Travel 2030,” a look at the big shifts taking place in the tourism industry.
Here’s what we know about 2030, according to Euromonitor:
* There will be 8.4 billion people on Earth
* 3 billion of them will be Millennials
* 1.2 billion households will have the income needed to travel
* 60% of the world’ population will live in urban environments
* The baby boomer generation will be in their 80s
* The average global age will be 35
* Generation Alpha (today’s toddlers) won’t know the difference between online & offline
* 1 in 9 jobs will be in the tourism sector
* 2 billion trips will be taken annually (nearly twice as many as 2015)
And here’s what the adventure traveler of tomorrow will look like:
Hyperconnected: Consumers will expect brands to engage before, during and after a trip. They value convenience and flexibility and personalisation. Travel brands will need to be present 24/7 in consumers’ lives.
Global: Travelers will come from new markets as a middle class emerges in Asia, Latin America and Africa. China will be the number one outbound market in the world.
Mindful: Sustainability concepts will be widely adopted across all of tourism. Travel brands will need to break out of their silos and work together to ensure that the industry is driving maximum socioeconomic benefits while minimising environmental impacts. However, be prepared for more bans and restrictions that will come with a more sustainable market.