2009 TRAVEL TRENDS
What’s new for global travel this year? Tighten your belts and watch for bargains as hotels, airlines, and tour operators compete for their share of a dwindling market. Expect consolidation as big fish gobble up smaller fish to maximize profits. Travel to Asia and the Middle East will continue to rocket and social networking expand as travelers connect online with locals in countries they plan to visit.
"Ethical travel" has entered the globetrotter's lexicon. Ethical travelers choose their destinations with an eye to environment protection, social welfare, and respect for human rights. Young people, especially, understand that travel is the world’s biggest industry, giving them enormous economic clout. As travelers of all ages become more socially conscious, brands will increasingly need green certification (such as Green Globe) or endorsements to earn credibility.
Travelers will continue to benefit from Web 2.0 communities to swap information, plan trips, and connect with locals. WAYN.com offers social networking; truetravellers.com identifies volunteering opportunities at no or low cost; and tripadvisors.com boasts over 20 million user reviews. Couchsurfing.com and hospitalityclub.com promote cultural exchange and free board. Since 2004, The Couch Surfing Project has registered 900,000 members with its invitation to “participate in creating a better world, one couch at a time.”
Starwood’s Aloft sm and InterContinental Hotels Group’s Indigo boutique hotels are designed to appeal to hip, budget-conscious guests, though not necessarily “flashpackers,” the backpacker’s flashier cousin. They feature loft-like, urban-inspired design, and accessible technology. Says Starwood Sr. VP Brian McGuinness “Generation X and Y travelers who grew up with MTV, iPods, and IKEA expect great design wherever they go.” Not surprisingly, the hotel brand partnered with the popular 3D community secondlife.com to offer viewers a sneak preview of Aloft sm last September.
Business travel to Asia will continue to grow at 9% in 2009, according to Euromonitor International, and St. Regis, Four Seasons, Marriott, and Accor hotels, among others, have expanded to meet this need in Shanghai, Singapore, and Macao. Commercial travel growth is bound to increase demand for business-class flights.
Will airlines manage to reduce flight delays, lost baggage, and poor service? Perhaps not, but they are getting smarter about handling customer complaints. In 2009, Virgin America will require empathy and stress management training for all of its employees, who attend classes on such topics as politeness and conflict resolution.