Travel professionals and hotels around the world are now ready for a new decade of promising destinations, increasingly popular accommodation trends and new ways to experience travel in a manner consistent with their worldview. With more than 50 years of experience in the hotel sector, Preferred Hotels & Resorts, the world’s largest independent hotel label with more than 750 properties in 85 countries, shares its ideas and tips for 2020.
Travel with conscience
According to the Sustainable Travel Report published by Booking.com, 58% of travelers will consciously avoid traveling to a destination if it is shown that it has a negative impact on its inhabitants. “Hotel brands that go beyond greenwashing and minimize their social and environmental footprint are achieving customer loyalty and financial outlay,” says Michelle Woodley, president of Preferred Hotels & Resorts. “Since the launch of GIFTTS (Great Initiatives for Today’s (Tomorrow’s) Society) in 2005, which indicates which accommodations foster areas of community service, education, philanthropy and sustainability, Preferred Hotels & Resorts has celebrated and supported the hundreds of efforts made by independent hotels, providing them with a platform from which to share good practices that improve their environmental and social contributions and inspire others to take action. ”
Described by the Transformative Travel Council (founded in 2016) as “traveling intentionally to open horizons, learn and grow in new ways of being and relating to the world”, 2020 will witness the evolution of this fashion as a critical thread that connects other trends that have been identified this year. As travelers take advantage of nature, culture and social activities to connect with their inner selves and promote qualitative changes in their lives, transformative journeys will intersect more clearly with conscious trips, mini getaways and trips to less cities. known to focus less on oneself and more on the lasting benefit that a traveler can have on others. “Travel and the search for the now and where are we going? they have been used for a long time in response to the turns of life, whether as a respite from the stress of work, to celebrate important moments … The transformative journey allows the traveler to immerse themselves in the virtues of the trip, be they emotional, social , physical or spiritual. It is the search to become better versions of ourselves and, in doing so, our humanity comes out reinforced, ”says Kristie Goshow, director of marketing.
Defined as a leisure trip that lasts less than four nights, microscapades increase in popularity among all age groups as travelers seek opportunities to discover more destinations in less time. The trend is always led by the always so busy millennial executives, who are replacing longer and traditional vacations with shorter breaks. “In a world where everyone is constantly connected, microscapades offer an ideal opportunity to relax and recharge at shorter and more frequent intervals,” explains Caroline Klein, executive vice president of corporate communications and public relations. “Leaving a few days, even having to be answering emails, helps put things in perspective. This trend is truly identified with me, because I am the only senior millennial executive at Preferred Hotels & Resorts. I often try to add some leisure days to my international business trips to get a new perspective of those corners of the world that I may never visit again or that I have not experienced outside of a business context”.
With a total of 25 countries in Europe and America that legally recognize and allow same-sex marriage, the industry is turning its attention to the LGBTQ family travel segment. According to a recent report by the LGBTQ Community Marketing & Insights market research firm, 85% of LGBTQ parents with children under the age of 18 went on family vacations one or more times in the last year. “While women have long led family LGBTQ trips, we have seen a notable increase in the number of men traveling with their children, which presents a great opportunity for well-positioned travel brands to directly market their programs and experiences, ”explains Rick Stiffler, senior vice president of leisure sales and ambassador for Preferred Pride. “Now that it enters its tenth year, the Preferred Pride program offers training to more than 300 hotels, resorts and luxury residences that serve LGBTQ traveling families, a nice complement to the benefits and exclusive services that travelers receive when they book through of the program, ”he adds.
According to a recent study by Amadeus, 40% of Instagram users under the age of 33 ranked Instagram as a major factor in selecting their vacations, and with more than 500 million users sharing an average of 85 million photos every day (According to National Geographic), this app is without a doubt the most important source of travel inspiration. “In 2020 it will be more essential than ever for travel brands to effectively leverage the power of Instagram to capture the attention and commitment of the target audience and ultimately boost reservations,” says Lindsey Ueberroth, Executive Director of Preferred Hotels & Resorts. “Content, campaigns and collaborations must be designed to attract Generation Z, in addition to millennials, who are beginning to develop their brand loyalty and are influential in the family vacation decision process.”
Trips to second cities
According to a recent survey conducted by booking.com, more than half of global travelers (54%) want to participate in the reduction of mass tourism, while 51% would change their destination for a similar alternative if it had a positive environmental impact as social Thus, travelers are beginning to choose destinations that provide the same charm and culture as other well-known ones. “We are seeing growth in several secondary markets worldwide, due in part to better air access and more diverse travel itineraries by tour operators. With this trend, we believe that destinations such as Guadalajara (Mexico), Suzhou (China), Milwaukee (Wisconsin), Porto (Portugal) and Belfast (Northern Ireland) and the like will probably notice an increase in visitors next year, ”says Robert Van Ness, executive vice president in the Americas.