Travel and tourism faced a tough time during the Covid-19 pandemic but it’s back on track as people rediscover their wanderlust and revisit their travel wish lists!
According to the latest figures, UK residents made around 16.7 million visits outside Great Britain from January to March 2024, spending an estimated £10.1 billion.i Meanwhile, VisitBritain is predicting 38.7 million inbound visits this year with a spend of £32.5 billion, representing 95% and 114% of the 2019 levels respectively.ii
Here we take a look at a few of the current trends, and share some tips for those seeking to ensure their hotel or destination is making the most of its star power!
Hotspot swaps
Holidaymakers are looking for the road less travelled and swapping some of the more popular locations with less busy and more budget-friendly alternatives – also called ‘destination dupes’!iii It works for city breaks as well as beach getaways. Think Porto instead of Lisbon, Montenegro instead of Croatia and Paros instead of Santorini. But don't worry, there's a dupe for every destination!
We did our own road test and opted for a budget weekend break to Porto. Direct flights from Manchester and a four-star hotel room for two, for three nights, came in at just £335 per person. Bargain! And it didn’t disappoint.
As it was graduation time, the streets were packed with students in black suits and black capes – all very Harry Potter! In fact, J.K.Rowling spent some time living here and the inspiration for the blockbuster books and films was widely evident in the likes of the Lello bookshop and the São Bento train station.
Our tourist tip: Treat yourself to an aperitif at the luxurious Pestana Palácio do Freixo – one of The Leading Hotels of the World. And don’t miss the newly opened Time Out market, proving that Porto is just as cool as its capital counterpart!
Sleep tourism
Described by Conde Nast Travelleriv as “the wellness trend we've all been waiting for”, this is about a holiday where the focus is sleeping and recharging, rather than a packed itinerary. It could range from a dedicated sleep retreat, where experts help diagnose and improve sleep patterns, to less formal programmes and added extras – such as special pillows and sleep trackers or activities like yoga and walking to help induce better sleep.
And it’s certainly needed. According to The Sleep Charity, 37% of adults in the UK experience insomniav and the impact of poor sleep can affect mental health and daily life in manifold ways.
However, it’s not about gimmicks. Sometimes the destination itself will be the perfect sleep solution. For example, one of our favourites for a perfect night’s sleep is the inimitable Wineport Lodge boutique hotel, nestled on the shores of Lough Ree in Ireland’s midlands, just an hour from Dublin.
With sumptuous spacious rooms and beds so comfy you'll feel like you’re floating, plus a mesmerising view over the lake as the plush boats bob by, you don’t need anything more than to put your head on the pillow!
Playing it cool
Trips to cooler destinations are on the up as travellers seek to avoid rising temperatures and the kind of heatwaves seen in some of the more popular European destinations in recent years. Enter the ‘coolcation’.
There are two ways to do a coolcation. One is to choose different locations than you may have done historically, such as Nordic countries which are enjoying boosts in tourism post-pandemic.vi
Alternatively, you may just opt to change the time of your visit. Instead of risking the August heat in the likes of Italy or Greece, simply stay away from the high, hot season and you’ll find not only will you save a few pounds but you’ll avoid the queues too!
Girls’ getaways
Once upon a time, girls’ getaways were largely late teen escapes or hen weekends. But no more. The girls have grown up and have the savvy and the spending power for some seriously stylish escapes with friends.
Whether that’s a weekend in Ibiza, a yoga retreat on Anglesey, a spa escape in Ireland or a foodie break in Tuscany, there’s plenty to choose from.vii
Unsurprisingly, travel companies have spotted this. With recent figures showing 64% of travellers worldwide are female, travel companies dedicated to women-only clientele increased by 230% last year to cater for this growing market.viii
Top tips for hoteliers and holiday operators to capitalise on trends
1. Consider your USP and how it can be applied. For example, if you’re already offering wellness breaks, think about how your activities support better sleep and build that into your offer.
2. Tailor your breaks. Whilst visitors have money to spend, they’re likely to be time poor and don’t want to waste their precious moments planning. Create the perfect package and make it easy for them, whether that’s a girls’ getaway or an off-season scoop.
3. Avoid gimmicks. Travel trends come and go so whilst promoting your offer will have an optimum time period, you should be thinking beyond the short-term and ensure any new offers or packages fit with your broader brand proposition.
4. Ask for input. There’s no better source for feedback that previous guests. Simple surveys can help you establish what might be most welcome so that you don’t waste time (or money) unless it’s warranted. And look at existing reviews available and identify any key themes. A combination of data sources can reveal a wealth of valuable insights.
5. Give your guests the Insta-factor! We all love a holiday snap to share our stories so determine your own destination dupe and show them what they’ll find as a bucket-list backdrop when they visit.
Spice PR has many years of experience in the travel sector, having created successful campaigns for hotels, airlines, tour operators, travel agents, eco-friendly retreats, fractional property, spa escapes, culinary breaks, weddings, civil unions, honeymoons and more.
If you’d like to see our travel brochure please email: team@spicepr.co.uk
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Notes
i Overseas travel and tourism, ONS data, July 2024
ii 2024 inbound tourism forecast, Visit Britain, 2024
ii Why ‘destination dupes’ are the latest travel-twinning trend, BBC Travel, March 2024
iv Sleep tourism is the wellness trend we've all been waiting for, CN Traveller, July 2024
v A Manifesto for Sleep, The Sleep Charity, 2024
vi European tourism recovery continues into 2024, European Travel Commission, May 2024
viii Why women travel more than men, Forbes, February 2024