Trends For Travel and leisure In Europe Tourism Essay

Trends for Tourism in Europe

The European Travel Fee (ETC) has revised its document 'Megatrends of Tourism in Europe to the Year 2005 and Beyond' based on ongoing discussions using its users - the Country wide Tourist Offices (NTOs) of Europe - and advice from the European Travel & Tourism Action Group (ETAG), whose members consist of international organisations representing the main element tourism industry sectors.

Changes in society - new means of travel

Society changes frequently, and movements - whether economic, communal or lifestyle - consequently impact on tourism, as tourism can be an integral part of our society. It's important for the travel and leisure sector to assess these changes at an early on stage. Existing plans regarding products and services, marketing and investment funds, all demand appropriate changes or adaptations when personal preferences and behavior develop diversely from just how they have done in the past.

In days gone by, resource has always dictated demand, whereas today the reverse is true. Increasing saturation of the market plus more self-assertive consumers, with an increase of free disposable income and leisure time, determine the profitability of suppliers in the travel and leisure sector. Competition is now more volatile. Even though some movements are supply-funded, additionally it is important to forecast styles popular, as these trends form the foundation for determining the time and money necessary to make the relevant changes.

In this introduction, we consider tendencies to be future advancements that fluctuate significantly from the past - both quantitatively or qualitatively. The main objective of the analysis is to aid suppliers in their longer-term plan making. The tendencies mentioned relate to Western population - and to Europe specifically for the next five years. They derive from various quantitative and qualitative trend analyses and assessments created by leading international travel and leisure experts.

Finally, analysing movements leads us to the final outcome that every pattern creates a counter-trend. Furthermore, it ought to be stressed that, in many cases, trends are combined: Mixed in terms with their period of development, mixed in results and mixed in the level of importance. Given this truth, it is practically impossible to isolate travel and leisure development into one trends by themselves.



The number of persons in older age group categories will rapidly increase. Seniors will be healthier and will have higher throw-away incomes than in the past. Many of them will enjoy early on retirement strategies.

In view of the development, the amount of more experienced older travellers increase faster than the introduction of tourism demand on the whole (although a gradual downgrading of pension benefits, and a tendency to increase the pensionable age group may slow down this development over time).

Consequences for the travel and leisure sector:

  • Increasing demand for quality, convenience and security.
  • Increasing demand for easy vehicles.
  • Increasing demand for more soothing entertainment facilities (e. g. golfing lessons etc. ).
  • Increasing demand for one -person products.
  • More demand in shoulder months.
  • In marketing, less emphasis should be put on age and more on comfort.

The average volume of persons per household will decrease even more, which will lead to higher throw-away incomes and spending electric power. For travel and leisure, this will influence demand in general, and demand for long-haul travel and brief breaks specifically.

Consequences for the travel and leisure sector:

  • Increasing demand for luxury ('small indulgences').
  • Increasing demand for special products which may be obtained on impulse.
  • Increasing demand for city -breaks and other brief breaks overseas - in intervals that used to be less favoured.
  • Higher level of curiosity about winter sun holidays.


Health-consciousness increase still further.

Though increasing health-consciousness will not influence the volume of demand, it'll certainly influence the decision-making in regards to to destinations, and behaviour during vacations.

Consequences for the tourism sector:

  • Destinations that are regarded as less healthy could be more quickly avoided than previously.
  • The demand for sun-holidays only will reduce still further.
  • Active or activity holiday seasons will increase in popularity, and the demand for facilities that correspond to this kind of getaway will be progressively preferred.
  • The demand for 'health and fitness' products increase, including spas and fitness centres.
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The average degree of education is increasing.

This will res ult in holidaymaking in which the arts, culture and background play a more important role, including more educational and religious holidaymaking.

Consequences for the travel and leisure sector:

  • Increasing demand for special products.
  • The more dominant inclusion of elements associated with the arts, culture and history in package travels and self-organised getaways.
  • The dependence on better plus more creative communication of information.
  • Demand for new spots in Central and Eastern Europe increase.


Modern contemporary society exerts increasing pressure on peoples' daily lives, and stimulates the want more leisure time and leisure - which will have an adverse effect on the increase of free throw-away incomes. For travel and leisure, this trend is thus by description unfavourable - also because the increase in the number of days and nights of paid leave for holidaymaking has come to a halt.

Consequences for the tourism sector:

  • An increasing need to provide additional low-cost products.
  • An increasing need to provide relaxation.
  • A shortening of the longer main visit to favour of more brief ones.


More sophisticated consumers are progressively self-assured regarding their needs and protection under the law.

For travel and leisure, this results within an increasingly critical frame of mind to quality, also to the price-quality percentage.

Consequences for the tourism sector:

  • Alternative means of hanging out and money will progressively contend with holidaymaking, and within holidaymaking the tastes for destinations and accommodation.
  • Destinations that do not hook up to acceptable standards are affected more intensely, and then for a longer period of time in future.
  • More mixed behaviour: this trip simple, the next one luxurious - this season longhaul, next year short -haul.
  • Holiday preference can be more fragmented in future, and therefore influence repeat volumes.
  • Destination fidelity will continue steadily to decrease over time.
  • More experienced vacationers will increasingly lead to a more critical attitude to the artificial, towards increased authenticity - in particular with reference to psychological satisfaction and the necessity to personalise; artificial supply that does not recognize itself from others (e. g. theme parks) will reduction in importance if it does not talk with higher benchmarks.
  • Experience and critical attitudes will stimulate travellers to revisit adequate destinations using their company travel past.
  • The increasing preference for range of motion will stimulate leases of vehicles, motors and bikes.
  • Regions that offer a full, assorted, totally balanced idea will be more and more preferred, and can demand better vacation spot management.


Lifestyles in Traditional western society change slowly and gradually.

For tourism, this affects the tourist's understanding of his/her personal needs and behavior.

Consequences for the tourism sector:

  • Though relevant investment funds may be produced, the interest in 'Bed & Breakfast time' is lessening, since it is regarded as cheap.
  • As 'position' is less important than it used to be, leisure behaviour is now more personalised, leading to increased demand for more compact accommodation models (like smaller authentic family hotels and tourist farms).
  • The change in understanding regarding life and lifestyle leads to a decrease in the demand for fully escorted tours.
  • Suppliers will benefit more if they are able to create completely new products, principles and services that identify themselves by their added value.
  • Increasing specialisation by suppliers with regards to specific hobbies will become more important, and will more often be combined with holidaymaking.
  • The increased inclination for sound 'anchors' as secure supports in a far more uncertain world stimulates the desire to own second homes, also in areas close to smaller regional airports.
  • The style of 'back again to fundamentals' ends in preferences for more standard holiday seasons: from hotel to bungalow, from caravan to tent.


The penetration of the internet - and its own use for information and the purchasing of travel and leisure products and services - will continue to increase. For tourism, the role of the internet - including new means of visual demonstration - will increase still further, and will end up being of the utmost importance in future.

Consequences for the tourism sector:

  • The ready option of tourist home elevators spots and products, and increasingly sophisticated search engines to analyse such information will provide itself to evaluation, and thus affect competition more intensively via 'grazing'.
  • Experienced tourists will increasingly put together their own vacations over a modular basis with immediate bookings.
  • The role of travel companies will lower, as full package tours are progressively more bought directly via the web.
  • Internet will enhance the classical role of the Country wide Travel and leisure Organisations (NTOs) and Traveler Boards at a growing acceleration - but will generate a fresh role in e-marketing, including the request of Customer Connection Management (CRM) vacation spot marketing.
  • Destination marketing (e. g. better branding with general public support) increase in importance as the foundation to induce website goes to.
  • The option of in-depth information on suppliers ' products, either on the destination site or accessible through links, can be of more importance as the basic precondition for the success of websites.
  • The probability of 'shopping' via the inter net will energize later bookings.
  • The growing dependence on secure online reservations should be stressed with regards to more experienced and self-assured travellers.


The increasing availability of high-speed trains and low-cost carriers will influence traditional travel flows. Street traffic will face more congestion.

Consequences for the travel and leisure sector:

  • Destinations will significantly reap the benefits of easy and affordable gain access to for short breaks - in particular when major happenings are organised outside of the main season.
  • The increasing availability of direct links by teach and planes will activate demand for international short breaks in places and city regions, to the detriment of rural areas.
  • The use of high-speed trains for medium ranges will take over a sizable proportion of the travel presently undertaken by scheduled airlines.
  • Road congestion will negatively influence transportation by private car - in particular in the high season.
  • Coach vacations will decrease in importance.
  • Barriers which result from non-adapted schedules or inter-modal transportation which is not optimally connected will have a more powerful negative effect on destinations that cannot meet up with the growing want easy accessibility.
  • Cruises - not only expensive cruises, but also those in 'budget -school' - will increase in popularity, specifically for those over 50 years of age.


Environmental consciousness will continue to increase. For travel and leisure, this will result in more demand for ecological destinations, where nature and populace will play an increasingly prominent role. In order to mitigate the expenses for sustainability, the purchase price will ever more be offered to the holidaymakers themselves.

Consequences for the tourism sector:

  • The regional part in destinations increase in importance.
  • Destination management regulations have to be improved upon through more coherent and regular planning.
  • The desire for destinations could be more strongly connected to the support distributed by the local population to welcoming more and more visitors.
  • Regions that have experienced overbuilding (particularly where this isn't commensurate with the natural landscaping) will significantly be rejected as attractive spots.
  • Eco-tourism should not be confused with lasting tourism.


Acts of terrorism, local wars, pollution and other crises have unfortunately become facts of lifestyle, and influence the need to feel safe and sound. In travel and leisure, this results in an increased dependence on security and safety, and in tourists avoiding places that are regarded as unsafe.

Consequences for the travel and leisure sector:

  • The quality of drinking water (in lakes and pools, but also of tap water) increase in importance in the selection of the vacation spot, and demands better coverage.
  • The more critical visitor will more quickly make a claim if the product offered will not meet up to the expected standards.
  • The costs for guaranteeing security and safety will swiftly increase.
  • 4. The industry should be better prepared to meet travel and leisure demand more flexibly in cycles of crisis.

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