The UK’s Association of British Travel Agents (ABTA), which likes to call itself “The Travel Association” these days, has just published its annual Travel Trends Report in association with the UK Government’s Foreign and Commonwealth Office.
The Travel Trends Report 2012 (pdf) predicts that British consumers will be seeking value for money but not necessarily the cheapest holiday. While the mid-priced holiday/travel market is expected to be squeezed, holidays that offer an authentic or specialist experience, and luxury and all-inclusive breaks, are all set to be popular.
There are some key trends ABTA has identified that will be of interest to travel writers and travel marketers…
♦ Growth in demand for specialist holidays. Cruising, adventure, exploration, learning and activity holidays are all expected to do well in 2012 as holidaymakers seek new experiences underpinned by value for money. Holidaymakers are also expected to seek out destinations that have a strong and authentic sense of location, in everything from food and setting to excursions and entertainment.
♦ Baby boomers set to fuel the market. 10% of over 55s took more than four foreign holidays in 2011 and this trend is set to continue.
♦ Some people are returning to traditional high street travel agencies. While overall shop numbers decline, bookings were up in 2011, with 25% of the public booking their foreign holiday on the high street compared to 17% in 2010. ABTA expects the trend to continue in 2012 with companies investing in improving the in-store experience.
♦ Tried and tested destinations are likely to be popular. In times of economic uncertainty many people put their faith where they know best. Early booking figures for summer 2012 suggest that destinations such as France, Greece, Italy, Spain and the USA will all prove popular next year.
♦ More weddings abroad. One in five couples currently marry overseas with an average saving of £12,500 on a UK wedding; with pressures on budgets and a focus on value for money, many more couples are expected to say ‘I do’ abroad in 2012.
♦ ABTA has also identified its “hot destinations” for 2012.
- Long Haul
- Colombia
- Dominican Republic
- Mexico (Mayan heritage being showcased in 2012 as ancient Mayan calendar closes its 5,125 year cycle)
- Sri Lanka (2012 Cricket Championships)
- The USA
- Mid Haul
- Cape Verde (New flights from Gatwick & Manchester)
- Egypt (A long way from political unrest in Cairo & bargains to be had)
- Greece (Bargain prices)
- Jordan (Tourism board is launching a major campaign next year, doubling its UK advertising spend)
- Turkey (Foreign visitors have doubled in last 5 years & trend set to continue)
- Short Haul
- Iceland and Aurora Borealis (Solar activity at an 11 year peak in 2012)
- Poland/Ukraine (Joint hosts of the 2012 European Football Championship)
- Serbia
- Spain
- Tunisia (Political stability restored & bargains to be had)
So, there’s lot’s of potential traffic from the UK if your posts on the Cape Verde islands focus on wedding/honeymoon experiences for 55 year olds!
What are your predictions for “Hot Destinations” in 2012?
Image: Joe Ross
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