With the start of a new year and a new decade, there are also new needs, habits and wishes in the field of travel. The world, just like travelers themselves, is constantly on the move. Booking.com surveyed more than 22,000 travelers in 29 countries and delved into more than 180 million verified guest reviews and concluded that 2020 will be a year like never before when it comes to travel. This is partly due to a growing sense of responsibility and a stronger connection with the people and places we visit. Here's a preview of the eight travel trends we can expect in the coming year.
1. The rise of the 'second city' Traveling to second cities, ie traveling to lesser-known destinations with the aim of limiting overtourism and protecting the environment, will take a major leap forward next year. No less than 61% of Dutch travelers want to help reduce and combat overtourism and more than a third (36%) would like to exchange their original destination for a lesser-known but similar destination if this would mean less impact on the environment. Just under half (43%) of Dutch travelers would like to have access to a service (app/website) that recommends destinations where tourism has a positive impact on the local community. It is expected that companies will respond to this by introducing functionalities that make it easier for travelers to find second city destinations. They do this by researching travelers' travel preferences and linking them to alternative or lesser-known destinations in the country or region of their choice. It is also expected that there will be more collaborations within the travel ecosystem in the coming year. These will lead to more awareness campaigns and improved infrastructure, encouraging travelers to take the paths less traveled.
2. Technological surprises
In 2020, we will see travelers leave important aspects of travel decision-making even more to technology. Choices in the field of destinations and excursions can sometimes take a lot of time. In the coming year, inventive technological solutions will focus on this. Smart, reliable and automatic recommendations give us access to many new experiences that we would otherwise miss. In the meantime, we save time (normal time and screen time) so that we can make the most of every minute of our vacation.
This is music to the ears of more than a third (38%) of Dutch travelers. They indicate that they are interested in surprise holidays and would like to receive other surprises via an app. In addition, 29% of Dutch travelers say they want to use an app that allows them to quickly and easily find and book activities in real-time during their trip. A slightly lower number (22%) plan to use an app that allows them to plan activities in advance so that they have all the information in one place. To meet this demand, we expect to see even more apps that use Artificial Intelligence in 2020. These apps recommend tailor-made destinations, stays and activities based on current preferences, previous trips and contextual factors such as weather and popularity.
3. Slo-Mo is the new #FOMO
Instead of feeling the constant fear of missing out (FOMO) and always traveling at full speed, in 2020 we will take it easy. By 2020, more than a third of Dutch travelers (39%) plan to use slower modes of transport to limit their environmental impact and half (50%) would like to take a route that takes a little longer to get more of the journey to enjoy yourself. Certain types of transport respond to our desire to take it easy:from bicycles and trams to sledges and boats, and of course walking around. Two fifths (40%) already do not mind spending more time traveling when using a unique mode of transport.
4. Discover the journey that has everything
In today's rushed way of life, we often run out of time. Travelers will want to use their available time as efficiently as possible on holiday. Therefore, in 2020 we will see more and more travelers, rather than wanting to see one particular place, prefer an all-encompassing journey, visiting destinations that offer many enriching experiences and attractions. Almost half of Dutch travelers (45%) say they would like to take a long trip to a place where all their favorite activities and sights are close to each other and half (50%) would choose such a destination to reduce travel time during to reduce their vacation. We therefore expect the industry to make things even easier for travelers by offering special offers, varied trips and scheduled itineraries to help them get the most out of these all-encompassing destinations.
When choosing a top destination that has everything – from breathtaking landscapes to historic sites, the most delicious dinners, beautiful parks and pearly white beaches – Booking.com travelers preferred Montevideo (Uruguay), Ilhabela (Brazil) and Naha (Japan).
5. Pets are welcome
Half (50%) of Dutch pet owners say that their pet is just as important as their child(ren). So it's not surprising that 2020 seems to be the dawn of a new era for pet-friendly vacations. Travelers increasingly depend on their pets when choosing a destination, accommodation and activities during their holiday.
Nearly a third (32%) of Dutch pet owners say they will choose a holiday destination in the coming year based on whether or not they can bring their pet and 31% are willing to pay more to stay in a pet-friendly accommodation. As a result, Booking.com has noticed an increase in the number of pet-friendly accommodations. In addition, properties worldwide continue to seek innovative ways to provide special facilities and conveniences to pets, such as dog beds, pet spas, special room service menus and custom-designed pet restaurants. Pets can therefore certainly expect five-star treatment on holiday.
6. On holiday with the grandparents
In 2020, more grandparents will go on holiday alone with their grandchildren, while the generation in between will stay at home. Nearly three quarters (74%) of grandparents believe that spending time with their grandchildren keeps them young and 57% believe that parents need some time away from the kids. Today's older generations are healthier and more adventurous than ever and like to stay young and active. That is why we see holidays with activities for grandparents and their grandchildren becoming more popular in the coming year.
7. Restaurant reservations first
In the coming year, the culinary ambitions of travelers will be high on the agenda when making decisions about their trip. For more and more travelers, planning a trip starts with exploring culinary options and decisions depend on being able to reserve a table at a popular restaurant that requires booking months in advance. And with a plethora of social media posts and recommendations to whet the appetite, it's not just the best-known restaurants where travelers want to book a table. The hidden gems, the places long favored only by the locals and producing local products, tantalize the taste buds of travelers looking for local gastronomic experiences. This is particularly the case for two-thirds (67%) of Dutch travelers who consider it important to eat regional products during their holiday.
8. Planning from last minute to far ahead
The word 'retirement' is no longer just about age and stopping work, but also about planning adventure trips. This is because people are increasingly planning to retire early. Nearly one-tenth (9%) of people aged 18-25 plan to retire before age 55 and also change their plans during retirement. In 2020, we will see travelers make a change and have big plans for their future golden years:more than half (57%) see travel as the perfect way to spend that free time.
Nearly a third (30%) of Dutch travelers plan to make more adventurous travel choices once they retire. Nearly one-tenth (8%) of retirees plan to take a “gap year” during which they travel continuously for several months. More than half (52%) of all travelers believe this should be possible at any age. As retirement and travel go hand in hand for many different age groups, we expect to see products that help travelers in their planning process, such as "retirement travel" piggy banks, where travelers can put money aside for this special trip.
