When it comes to predicting the next big thing in the ever-changing tourism industry, traveller data can give destinations a useful heads-up. And knowing what’s coming is vital for the Caribbean which is the most tourism-reliant region in the world. Understanding the market can help islands dominate that market, and the latest research from travel giants Expedia and Booking.com gives valuable insight on the fastest growing destinations, traveller needs and who will be the movers in the market in 2020.
Destinations in demand
Unfortunately the Caribbean doesn’t make an appearance on Expedia’s list of top ten destinations for 2020. Spain, Canada and Peru take the top three slots, based on their growth throughout 2019, and the remainder is rounded out by European hotspots such as Italy and Portugal, alongside more adventurous picks like Brazil, India and Japan.
And, while beach vacations show no sign of a slowdown, the Caribbean risks missing out, thanks to rising competitors the United Arab Emirates which saw a whopping 255 per cent increase in hotel bookings last year, the Philippines which experienced 250 per cent growth and Italy which enjoyed a 130 per cent boost.
It’s not entirely bad news for the Caribbean, however, according to the Expedia Travel Trends 2020 report which states: “The data proves the Caribbean remains a go-to destination for Americans in search of a warm beach vacation closer to home.”
Expedia tracked hotel demand in the region in 2019 and found that Philipsburg in Sint Maarten came out on top with a 215 per cent jump in demand. Rounding out the top three were Black Rock in Trinidad and Tobago and Falmouth in Jamaica with the former seeing a 170 per cent increase in bookings and the latter 150 per cent. Saint Lucia made the list of top ten Caribbean destinations in 2019, with a 100 per cent increase in demand for the Soufriere area securing it in sixth place.
Experiences and exploration
“American travellers took the road less travelled in 2019,” according to Expedia, and this need for more dramatic, engaging and off-the-beaten track travel looks set to continue into 2020. Waterfalls in particular proved a big hit last year, pushing Canada’s Niagara Falls and Kaieteur Falls in Guyana into the most-visited category. The Kaieteur Falls alone increased flight demand to Georgetown, Guyana by 30 per cent.
Excitement is clearly a top priority for travellers, judging by the top-selling activities on Expedia in 2019. These included old favourites such as Universal Studios in Florida and the San Diego Zoo alongside newer entries including a robot restaurant show in Japan and the Mayan site Chichen Itza in Mexico.
“As we enter not just a new year but a new decade, travel needs, behaviours and wants continue to evolve,” according to Booking.com which predicts that “2020 will be a year of exploration like never before, fueled by technology as well as a growing sense of responsibility and deeper connection with people and places”.
It’s the latter that will be the biggest trend with which tourism has to contend, according to the global booking engine which found that 54 per cent of travellers surveyed by the site wanted to play a part in reducing over-tourism. This will lead to ‘second city travel’, ie exploring lesser-known destinations to reduce travellers’ environmental and social footprints.
Analysts at Booking.com predict that technology will play its part in this niche, with Artificial Intelligence suggesting unfamiliar destinations and helping tourists plan their trip based on their preferences and previous vacations. More than half of Booking.com’s users want tech to “offer them a wildcard and surprise options that would introduce them to something entirely new”.
Perfect timing
Time will be a factor for travellers in the new year, according to Booking.com which says travellers want to enjoy the journey just as much as the arrival – taking their time and choosing more inventive ways of travel. 64 per cent said they would be interested in taking a historical train journey such as the Orient Express and 56 per cent wouldn’t mind making longer trips if more unique forms of transportation were on offer. In the Caribbean this could translate into inter-island sailing excursions on historic sloops or jetting about via seaplane, both of which would allow travellers a unique way to take in the scenery and leisurely see more of what the region has to offer.
While passengers might not mind slowing down for the journey, they are well aware of time constraints once they get to their destination, leading to a surge in ‘all-amusive’ bookings which Booking.com defines as “destinations that offer an array of enriching experiences and attractions”. Tourists want it all, from nature to nightclubs, and they want it to be nearby and accessible. Montevideo is the top performer in this category, according to Booking.com which also lists Naha in Japan as a popular ‘all-amusive’ choice.
Time is also a priority for 2020’s hottest travellers, grandparents. Booking.com predicts that the older generation will be the ones dominating the sector next year as they seek to take memorable vacations with their grandchildren. 75 per cent of grandparents surveyed by the site believe that vacations are one of the best ways for generations to spend time together. This rising demand, coupled with the fact that today’s elderly are generally healthier, more active and more adventurous, makes grandparents a market to watch. Retirees are also becoming a force to be reckoned with as the retirement years are now viewed as opportunities to travel and fulfil long-held travel wishes. According to Booking.com, 65 per cent of global travellers believe that travel is the perfect way to spend their golden years and 47 per cent plan to be more adventurous in their travel choices once they retire.
