Travel Trends to Watch Out For In 2017
Experiences > Everything else
Above all else, travellers will be spending more on experiences, rather than material possessions. It’s estimated that ‘58%* of travel consumers plan to prioritise spending on ‘experiences’, rather than material possessions.’ which you can see in this report here.
Adventure travel has been a growing trend for the past few years. Trips to the Alps, Africa and Mexico, have become increasingly popular, but what’s interesting is how these trips are becoming gradually more health focused.
Say goodbye to traditional African safaris in vehicles, many travellers are expected to now go on day or weekend-long trips hiking through the wilderness.
Don’t be tricked into thinking that tourists and millennials want a leisurely holiday, many want a taste of adventure!
Health & Wellness Exclusive Retreats
Not every traveller will be into a rigorous hike up Kilimanjaro, but that doesn’t stop travel marketers tapping into the adventure spirit of 2017. As we’ve outlined, 2017 is the year of experiences.
2016 has already seen a rise in awareness and popularity for exclusive ‘wellness’ retreats, but 2017 will be pushing this trend even further. Wellness trends such as mindfulness, yoga and meditation have been pushed much more into the mainstream and retreats dedicated solely to these pursuits have popped up more and more.
You can browse a variety of these wellness retreats on the Retreat Company’s page here. From eco to yoga to detox, wellness retreats are set for a boom in popularity in 2017.
You can also see an example of a wellness retreat below in health & fitness vlogger, Niomi Smart’s video:
Independent travel and travelling solo's on the rise
Alongside wellness holidays, independent travel is set to become commonplace. What’s more, solo female travellers specifically are a market that’s set to grow even more. For example, there’s been a 230% increase in the number of women-only travel companies, which you can find out more about here.
The market for solo travel has grown and grown. But there’s still room for brands to take advantage of this market by introducing group destination trips for fellow minded solo travellers.
You can see the interest spike in solo travel via Google trends below (dated 24.11.16) and we expect it to stay just has high on interest in 2017!
Sustainable Travel - Travel within the UK
It’s not just travel overseas that is expected to see a boom, UK travellers are expected to travel more within the UK itself. After all, 2017 has been labelled the 'International Year of Sustainable Development' by the United Nations.
Whether a side effect of Brexit or a genuine desire to explore closer to home, the UK tourism industry should take note. Travellers are more aware than ever of climate change and choosing eco-friendly options. As a result, UK travellers are expected to opt to explore the British landscape even more in 2017. You can see this at Silver Bay where we’ve further explored this growing travel trend.
Destinations, such as our northern hub in Manchester are expected to see a tourism boom in 2017. In the past 5 years, the number of international visitors to Manchester has grown from 600000 to 1.1 million alone! With the recent New York Times article on the Northern Quarter, we’re expecting that pixel8’s local area will be put on the map even more in 2017.
Manchester’s hotel marketers can leverage this to their advantage by creating experience packages for visitors. We recently attended an event all about Manchester’s growing hotel sector and what was clear is that hotel marketers within Manchester are coming up with new and innovative ways to attract visitors. Creating an experience within your hotel is becoming equal or more than crucial to the traveller’s destination experience.
Online presence in travel
The explosion in popularity of AirBnB in 2016 has seen an overwhelming amount of travellers relying on online reviews for their trips. It’s now no longer just a brand name that grabs traveller’s attention, there are numerous online factors that affect the way in which we all travel.
In a report from Expedia travel, ‘82% of ‘millennials’ consider online travel reviews important’, and another ‘84% reported that user-generated content has more influence on what they purchase than adverts’. With the rise of vloggers, bloggers and more, more people are talking about their vacation trips than ever before.
To attract consumers, Marketers must be paying attention to their online presence more closely. Consumers are looking for not just a brand name. They’re looking for reviews on FB or Trip Advisor, the way a brand responds to reviews and/or criticism and much more!
2017 will be a very exciting year for travel marketers. From the rise of wellness retreats to the taste of African adventure, travellers are expected to be bold, spontaneous and fun in 2017.
Fancy a taste of pixel8 adventure? Looking for a full-service marketing and branding agency then can help you get the creative juices flowing for your next marketing campaign? Get in touch with pixel8! We’re a team of branding, marketing and design experts who really love what we do. We’ve worked with some of the biggest hotel and travel brands in the world. Get in touch with us via our contact form or by calling us on 0161 223 6489!