What do these summer travel trends tell us about where people are going and why?
As many countries loosen Covid restrictions and tourists regain confidence in traveling again, travel industry numbers are poised to surpass even pre-pandemic levels. To understand where they’re headed and what they want, I explored five emerging trends for the summer.
1. Vacations with family
After two years of being quarantined, and having to postpone or cancel major events such as birthdays, weddings, and graduations, many people are anxious to see their families again. About two-thirds of consumers say that they plan to travel more with their families in 2022 than in 2021 Now that vaccines have been authorized for children under five years old, I expect these numbers to only increase.
But are families beelining straight to long-standing favorites like Disney World and Disneyland? Those aren’t going anywhere, but I do think the historical definition of family travel is evolving to be more multigenerational to compensate for the time and memories lost.
As such, we’ll be seeing families broadening their horizons beyond the confines of traditional kid-friendly destinations to include locations and experiences that are educational and entertaining for all ages. For Example, Yellowstone national park, Boston, New York City, Cancun, and Cap Cod.
2. Bucket-list destinations
Whereas in 2021 we witnessed travelers gravitating towards domestic itineraries, 2022 appears to be the year of international travel, once-in-a-lifetime trips — earning the designation of “The Year of the GOA” (Greatest of All Travelers).
Think dream destinations such as the Maldives, Borneo, Petra, and Machu Picchu – and luxury prices to match. Millennials are among the most likely to be able to afford luxury travel, and after two years they’re ready to start planning their trips.
Why did the sharp shift happen? Even as countries continue lifting restrictions, and we embrace coronavirus as a new (slightly) navigable normal, travelers remain wary of what comes after, but they also understand its importance.
Travelers have also become more comfortable making reservations for trips that they may have to change or cancel due to pandemic-related restrictions, such as travel bans.
3. Tourism impact
Impact tourism could be one of the defining words of 2022 travel. This growing trend represents an effort by travelers to prioritize destinations and experiences focused on environmental sustainability and local community investment.
While the concept of “impact tourism” certainly isn’t new, the industry has been largely limited to a niche market until recently.
Today, more and more established hotel chains are adapting their marketing, programming, and practices to attract more discerning guests Major chains are adapting to keep dollars coming in by partnering with local vendors and nonprofits, offering guests low-impact experiences, and promoting carbon offsets.
Take Costa Rica, as an example. With white sandy beaches that mirror its Caribbean neighbors, it’s also a world leader in sustainability, with more than 98% of its electricity coming directly from renewable sources and 26% of its land devoted to conservation.
And tourists are flocking. But, it may also be helpful that Costa Rica was the country to open its borders to visitors first after the initial lockdown and to drop mandatory Covid tests to enter.
4. Back to Europe
Many European countries no longer require visitors to show proof of vaccination or recovery when entering their country. And the world is racing back in to take advantage of it.
Some predict that travel to Europe from America could rise as much as 600% by 2021. Americans are looking to spend their summer vacations in Greece, Italy, France, and Spain.
A trip to or through Europe won’t sound particularly exciting to most people. However, many of the countries that imposed the strictest, most comprehensive restrictions on Covid-19 have only recently started relaxing them. At the same time, 8 out of 10
Europeans expect to travel across the Continent between now and September.
This sharp increase in tourism could bring some vacation destinations to their prepandemics prime. It’s important to keep an eye on the crowd size to ensure that the restaurant is not overcrowded.
5. Wellness travel
Self-care has become a priority for travelers, so it shouldn’t come as a surprise that wellness-focused trips are having a moment. Wellness tourism is growing at an even faster rate than conventional tourism. Wellness and wellness are no longer viewed as indulgence and they’re now considered responsible investments and priorities for people’s daily routines.
Today’s wellness isn’t just limited to yoga, spa treatment, and health-focused menus. Couple therapy and intimacy retreats are one interesting trend within the larger wellness category. Tourism companies and hotels are getting increasingly creative to accommodate this growing demand.
Across all five trends, one reinforced theme comes clear: intention. The pandemic has certainly changed how we approach travel. Today’s travelers are more conscious than ever of where they spend their money and how long they spend at each destination. Where are you going this summer?