Trends

What will be the drivers of tourism in the coronavirus age? Uncertainty and anxiety will undoubtedly be a significant factor among consumers decisions for planning and booking. Flexibility, safety and hygiene will increasingly be seen as WW standard for all operators.

We have seen from the global tourism landscape and consumer sentiment that there are key factors influencing the new or perhaps next normal for tourism. During and after lockdown it became apparent that the outdoors was a valued factor of people’s wellbeing. An RSA/YouGov5 survey found only 9% of Britons want life to return to “normal” after the coronavirus outbreak is over. The majority saw the noticeable benefits to the local environment of cleaner air, more wildlife and stronger communities leading to life changes and realignment of values. Geography plays a large part in planning trips. 

Rural and coastal areas were and are popular as destinations matching travellers’ requirements for open space, nature and clean environments. Demographics are also a factor as the perceptions of personal risk will vary by age and personal circumstance. Younger demographics without underlying health conditions and families are more noticeable in domestic breaks at present. This opens opportunities for price-conscious packages for younger domestic consumers embarking on their first staycations. 

Finally, product offering, specifically the presentation of a provider’s values and attitudes will become increasingly important. For Scotland there is now an opportunity to become a highly desirable and sustainable destination. We can reset tourism in our own image meeting responsible tourism goals which align with those of the consumer.

What is the outlook for tourism in the new normal? Time was once a precious commodity – now it will become an asset. We can look towards slow tourism where in the short term we will see less travel but travelling better.

The need for trust between consumer and provider will be paramount therefore clear messaging is important through marketing channels and customer generated content. Small group travel and private tours, personalisation and bespoke products and planned and curated travel will develop through consumer demand and practicalities of adherence to legislation. Ultimately this will drive innovation and adaptation within the sector.

The opportunities in the new normal will see premium brands promoting high standards of health, safety, ethics & customer service whereas smaller providers can project the warmth of humanness through intimate “club” style product offerings (low volume/ high value).

Premiumisation of individualism, personalisation, bespoke will be unique selling points to visitors looking for reassurance. Meeting the visitor’s need for transformational tourism and supporting the economy, consumers will “travel with purpose”, demonstrating community support through volunteering, rewilding, localism, restorative immersion through spirit-lifting experiences. 

Businesses can support this by delivering value for money and showing their values for the money. Finally, this is a time for embracing new ways of thinking. In the post-2008 financial crisis the then “new” normal saw the birth of Uber, Airbnb, WhatsApp as responses to new ways of thinking and reacting to what had been a fundamental change in our time.

So, to summarise we see a shift towards tourism flowing to less crowded destinations. Hospitality is becoming a priority. The result will focus a shift from footfall and number of visitors towards prioritising spend per visitor, which provides an opportunity for the tourism sector to focus on improving the quality of experience versus the quantity of tourists.