It is difficult to predict developments in the travel industry, but one report which gets things right is the annual World Travel Market Global Trends Report, in association with Euromonitor International.
The 2009 edition will be presented at this year’s event and the forecasts remain a closely-held secret until then. But WTM and Euromonitor are proud to revisit 2008’s edition which tipped a number of developments that have become established over the past year.
Philanthropic Travel in North America
The 2008 WTM Global Trends Report suggested that cash-rich time-poor North Americans would combine luxury vacations with elements of philanthropy. Conspicuous consumption would give way to conscientious consumption.
Recent initiatives from upmarket operator Abercrombie & Kent include a dedicated ‘philanthropic journeys’ product range. Its East African Safari includes visiting a home for AIDS orphans and helping locals monitor wildlife.
In Mexico, American groups staying at the Ritz Carlton Cancun can take part in a Mayan Acquaintance Experience, helping locals on projects that improve their community, such as basic maintenance for the town school.
Latin Americans go long-haul
It also predicted the emerging middle class in Latin America would have the desire to travel further afield, with Europe benefitting from leisure traffic and Asia-Pacific from business travel.
Singapore has signed open skies agreements with Peru, Ecuador and Colombia. The Peru deal allows for unlimited flights between the two countries, with Singaporean cargo businesses granted unlimited hubbing rights for their operations in Peru.
Furthermore, Brazil’s airline regulator ANAC is removing state control over the minimum price which airlines can charge for international flights from Brazil, which will help encourage more long haul travel.
Europeans becoming more sociable online
Travellers sharing their experience online is nothing new, but the 2008 WTM Global Trends Report predicted that social media would become part of the travel mainstream.
TUI Travel has since encouraged customers to share their experiences via dedicated pages on the web sites across Europe. For business travellers, businesses such as AirPlus have launched dedicated community site where users can discuss topics from heavyweight industry issues to travel tips.
The long tail
Some trends take a bit longer to emerge. The 2007 WTM Global Trends report suggested that people wanted to take their pets on holiday with them.
Fast-forward two years to PetAirways.com, a US carrier dedicated to the safe transportation of cats and dogs between New York and five other cities.
Whether Pet Airways becomes a global phenomenon remains to be seen. But what is clear is that the WTM Global Trends Report has a history of identifying developments in travel and 2009’s edition will carry on the tradition.
World Travel Market Chairman Fiona Jeffery said: “WTM Global Trends Report has a strong track record of being the first to predict the industry future trends.
“Pick up a copy of this year’s report at the 30th WTM to find out what the new emerging travel trends will be for 2010 and beyond.”
