How Millennials Are Chasing Travel Destination: What It Matters to your Leisure Travel Business
In emerging markets, the tourism industry also encounters trends and innovation. In a rapidly changing environment, Generation Z is evolving with new trends to explore a new destination. To explore the tourism dimensions with respect to demographics, social shift, technological advancement and others which help give rise to important new tourism trends, five ways are important to watch, read on.
Solo Trip
Leisure travel is being considered either with family or friends in a group who hang out together. But these days, the trend has changed and people start loving the solo trip. Travelling alone is thrilling and full of enjoyment as people prefer distraction-free travelling. People who are HENRY “High Earner but not Reach Yet” prefer solo trip. On the other side, widowed seniors also prefer long-term luxurious travelling. These Tourism trends are set to grow and grow.
Eco-Friendly travelling
People are showing their deep interest in eco-friendly travelling. Millennials, who are creating a strong customer base for the tourism market industry because of their purchasing decision pattern, selection of tourist place, buying pattern of eco-friendly products. Eco-travel is also their preference these days, as it is showing their deep concern and ethical responsibility towards the environment.
Local Experience
These days tourists want to engage themselves in the local culture, they want to explore the hidden parts of the local culture. From enjoying local street food to celebrating their festival at the grass-root level. Exploring local experience has become the most preferable option for tourists. For example, people visiting Denmark during summer would love to explore the Jazz festival. Tourists travelling to India would love to enjoy the Rajasthani culture and explore the spirituality visiting the Himalayas. Even, these days tourists prefer to stay with local people in their house instead of booking their stay in a luxurious hotel. In this way, they want to live the local culture at its core.
Personalization
You must have encountered the ads on social media based on your last purchase or search you have made recently; this is known as personalization. Marketers in the Tourist industry also trying to give a personalized experience to their visitors. Every tourist is having their own requirements and interest, for the same they expect a personalized experience that closely matches their personal preferences. Personalisation means a lot for tourist from destination to accommodation, during the travelling time to stay time and all other activities they got to engage in. The more closely tailored and specific experience as per the tourist’ desire is delivered to them, the more likely tourist will be loyal to the service provider, and recommend to their peer group.
Robots, Chatbots, and application of AI
These days’ robotic intervention in the service delivery is very eye-catching. Robot-staff is in trend these days, as an interactive robot to welcome guest, interaction with the guest at reception, food & drink delivery by robot build visitors interest and give them a unique experience. Internet chatbots are also in trend to book the travel schedule. Artificial Intelligence can have tailored customized customers’ experience which can enhance visitors’ experience while delivering more useful information especially when human operators are not easily available 24×7 hours.
By Prof. Vikas Arya
Associate Professor, Rajalakshmi School of Business, Chennai
Email – vikas.arya@rsb.edu.in
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