After being on the road for almost eight months, having visited nine countries, stayed in dozens of hotels and eaten in even more restaurants, I have become a self-professed travel expert and I can see how things in the travel-industry are slowly changing. Why is it changing: well, mostly because of the internet and globalization. The internet, as in so many other industries, is slowly undermining traditional business models and giving more power, read information, to the consumers. Let me highlight a few major changes that are underway in the travel-industry:
Internet: The internet lies at the heart of the consumer democracy, allowing travellers to do their own research on destinations, compare prices and directly book online. Hotel-Websites and low-cost airlines simplify the booking process tremendously
Wanted a home abroad: When I travel for a longer period the monotony of hotels becomes annoying, the hassle at airports nerve-racking and I appreciate more and more staying with friends while experiencing their way of life. Feeling at home is key.
Bye, bye travel agencies: I only use travel-agencies in two cases: for convenience like arranging flights and VISAs for a modest fee or in countries like India where I am unfamiliar (and anyhow will get ripped-off). I certainly do not want full packages anymore; I want the freedom of self-determination. At the same time more and more destinations are starting to market themselves like India.
The right vibe: I have been travelling for years through Asia and I know which places I like and what kind of experience I am looking for. Sometimes I feel like soaking in a plush spa and sometimes I prefer to rough it up outdoors. I want more than just picture-perfect locations; I want authentic experiences in culture, history, politics and religion. No more mass-tourism and herding around but free mixing of luxury and budget-travelling. The choice is mine!
Booking locally and instantly: In South-East Asia it is particularly easy to travel with an ever increasing array of services from accommodation and food to transport. Why should I book in advance and pay more for a middle-agent?
The Gottlieb Duttweiler Institut in Rüschlikon, Switzerland, did a study for the Swiss travel agent Kuoni and came up with the following future trends in the travel industry:
Individualized mass-tourims – An individually tailored holiday-mix
Sun, sand and terror – Against environmentally unfriendly holidays and for more safety
More inclusive and tailor-made – the raise of holiday megahubs with a total offering
Comfort, cuddling and control – A home far away from home at exotic destinations
Meeting and mating – Finding your partner during your holidays
Holiday as emotionally health treatment – Reload the batteries and give emotional support
For further ideas and insights see the two studies by Mercer Management and the GDI.
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