The Major Trends for the Travel Sector in 2017


  • Experience is Key

In recent years, consumers have dramatically changed their spending habits. Before it was usual for money to be spent on technology or products but today, more and more people are preferring to spend their money on experiences rather than material products. This trend is more popular with adults between 18 and 34 and this is the demographic that many in the travel industry are now focusing on. Over 32% of people have claimed to be focusing on spending their money on travelling to countries all over the world with 85% believing that travelling is a much better investment of their money.

  • The Social Media Ecosystem

It is a well known fact that social media greatly influences what we as consumers spend our money on. Social media is a part of our daily lives and can subconsciously help us to make decisions; a like by a friend on a hotel’s page or an attraction will aid in our decision making. Over 50% of those who travel believe that social media has influenced a decision in their travel plans, while 82% are more likely to book a holiday with a company that is recommended or “liked” by one of their followers or friends. Social media is where many put up their holiday snaps, update their statuses and check in at certain spots around the world and it invokes a slight jealousy amongst other users because, due to us all being human, we generally want what others have which leads to more travel bookings.

  • Recommendations Increase Bookings

The internet has caused the ‘word of mouth’ recommendations to take a backseat and an influx of online reviews have taken its place. However, even though there are hundreds of online reviews that can highly recommend  place or hotel, there is an equal amount of distrust which can leave potential guests on the fence as to whether to book or not. This is mainly due to the fact that the people making reviews online are strangers whereas word of mouth is always done by someone you know and you’re guaranteed to get an honest opinion. Online, no one knows if the reviews are genuine or whether they’re being created by employees to make the hotel or destination look good. Websites such as TripAdvisor are third party sites who specialise in honest, helpful reviews and advertising of hotels and destinations. They aid potential guests in making key decisions as well as displaying any negative reviews made; this also has an impact on guests because if the negative review is dealt with the utmost care and thought, the hotel is likely to retain the custom. A consumer is likely to book with you if they read at least 7 reviews and so, if you’ve generated enough reviews and high star ratings, this will increase your revenue.

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