The environment will be THE priority
2020 will of course rhyme with environment. And with the fight against over-tourism. The popularity of a destination will (soon) no longer be measured by the number of tourists it receives, but by its eco-responsible development strategy. For Skift, destinations but also all tourism professionals must say no to greenwashing (or borderline marketing) and yes to sustainable management of each destination.
Fifty-year-olds will plebiscite for well-being
Until now, meditation retreats in the far reaches of India or yoga and diet weekends have been aimed primarily at young travellers in their 20s and 30s. Now, these journeys focused on well-being and personal development are also requested by forty and fifty year olds seeking peace and rejuvenation through a better balance in their lives. And it is in tourism’s interest to take up the issue now: in 2050, 2.1 billion people worldwide will be 60 years old and over.
Generation Z is shaking up consumer habits
They already represent one third of the world’s population. Generation Z (whose eldest will blow out their 22nd candle this year) is the consumer of tomorrow. And this generation already travels a lot. According to the Skift Research study, in the UK, 85% of Generation Z young people have made one to three trips in the last 12 months (compared to 79% for the Millennials). This figure rises to 88% in Australia (compared to 81% of Millennials) and 81% in India (compared to 65% of Millennials). Not bad for young people without too much money! To leave, they start with several people, since nearly half of them share the costs with several people to make their trips. And to travel, as for the rest, it’s on mobile phones that it happens mostly in emerging markets such as India and China.
The data age has come (in tourism)
On average, a traveller spends 53 days looking at 28 different sites before making a purchase. In addition to a relatively low conversion rate in the travel industry, this creates a huge amount of data (travel dates, preferences…) that is not necessarily (well) used. However, using this data would allow you to develop a personalized and privileged relationship with your customers and to stimulate your repeaters rate. It’s good timing, according to a study conducted by Accenture Interactive, 73% of consumers are willing to share their personal information more if brands are transparent with their use. And why not consider creating a 100% homemade loyalty program from the data collected?
Alternative means of payment will become the norm.
In China, for example, the new generation is able to abandon their shopping cart along the way because their preferred payment method such as WeChat Pay is not available! 2020 is the year of alternative (mobile) payment methods. And you won’t regret sticking your nose in because they will enable you to comply with the new European rules on the subject which will come into force in December 2020. Higher levels of verification and two-factor authentication will become commonplace. Indeed, according to Bart Tompkins, head of payments at Amadeus: “2020 will be the year in which alternative payment methods will surpass cards and cash in travel industry transactions. »