Cycling on holiday, bragging on social media, and a more enjoyable experience with Ryanair - Here are the latest travel trends

Peer-to-peer travel is ever more popular

One steadily growing trend is so-called peer-to-peer travel, which is when a part of a trip is arranged between two private parties directly rather than thorough companies or other third parties, for example, arranging to eat or stay with a local host. A well known example of this is the website Airbnb.com. In Britain, 10 percent of all holiday makers booked accommodation through a peer-to-peer site, and 86 percent say it is likely they will do so again. In the US, the figure is 14 percent. Within the travel industry, 20 percent of companies say they are somehow affected by the increase in peer-to-peer travel. The peer-to-peer trend is also spreading to meals and dinners, especially in Europe, where many are looking for opportunities to eat authentic local cuisine with locals. Several websites have been launched, like Eatwith.com and Bookalokal.com, and are expected to enjoy some success.

Ryanair’s reputation is growing

The Irish budget airline Ryanair has reportedly grown in reputation. After a lot of negative publicity over the years they introduced the campaign ‘Always Getting Better’, which includes assigned seating on board, a second cabin, and an improved website. 44 percent say flying with Ryanair has improved since they revised their customer service, and 14 percent say it is much better. The most favoured improvement is said to be the allowance of a second piece of hand luggage on board.

Cycling is taking over in popularity from golf

Cycling has become an increasingly popular pastime during holidays, especially for middle aged men. Previously it was golf that prevailed, especially in the US, where, during the the year 2000, superstar Tiger Woods attracted 25 million Americans to the golf course. The figure last year was 19 million, a decrease of 6 million in ten years. These days it is cycling that is taking over. The number of cycling enthusiasts in the United States has grown from 3.5 millon in 2012, to 3.8 million in 2013, and it is estimated that the increase will continue as the trend grows. Demand for cycling holidays has received a hefty boost, with some travel agencies reporting an increase of 70 percent over the past five years. This type of holiday goes hand in hand with a desire to have an authentic experiences during your trip and to do and see things you do not do and see at home. Europe and California are the most popular destinations.

Wireless internet increasingly important on trips, and more technology at once

Technology and connectivity is playing an increasingly important role when it comes to travel. 19 percent of holiday makers surveyed report that they use their mobile phone during their trip, and more than 40 percent say that wireless internet makes an impact when making travel decisions such as choice of hotel. This is despite the fact that many mobile operators have reduced their roaming costs abroad. Portable electronics are also predicted to become very popular in coming years, for example, watches complete with Internet access that can provide travellers various travel related services and advice. It may provide, in addition to various booking services, help during your trip and notifications of any changes or delays. These devices may also be used to find directions to hotels and replace traditional room keys or boarding passes. There are already early models from the likes of Sony, Samsung, and Google, but it is in the year 2016 that the big breakthrough is expected in what the industry calls ‘wearable electronics’.

‘Braggies’ take over from selfies

The total number of social media users continues to increase, but in 2013 the number increased by 18 percent to 1.7 billion people worldwide. The travel industry has kept up with this trend and most major chains are currently represented on sites like Facebook, Twitter and Instagram. However, the future of social media for the travel industry is believed to be what it calls ‘braggies’, a photo taken at the hotel or holiday destination that is posted on social media within ten minutes of arrival. A ‘braggie’, as the name suggests, is to brag to friends about where you are and what you are experiencing. Even today, ‘braggies’ have been widely adopted and there have been an impressive number of uploads which the hotel industry is expected to play of gaining publicity. Incentives, such as free WI-FI, benefits, or bonus scheme points are offered to those people who upload pictures from the hotel to social media. Airlines and travel operators are also expected to benefit from this new trend.

Sports tourism is still a strong niche

Despite political instability and fierce debates, sports tourism continues to enjoy success. In Rio de Janeiro, which recently hosted the World Cup, the number of hotel bookings grew by 69 percent. Cities which hosted large events continue to attract visitors even after the event, with 15 percent of respondents saying they are more likely to visit Rio after the World Cup. Political instability looks like it is not scaring too many away either. Despite the political situation in Russia and the controversial Olympic Winter Games in Sochi, 65 percent of surveyed sports travellers insist that they will go to the World Cup in Russia in 2018. A similar result has been observed for the 2022 World Cup which will take place in Qatar, although this is a much discussed and controversial decision in part because of the climate and the heat. The report and the trends for the WTM Global Trends Report 2014 and WTM 2014 Industry Report have been prepared in cooperation with the company Euromonitor International.

World Travel Market Trends Report 2014