Travellers seek authentic holiday destinations

Published on : Wednesday, February 6, 2013

Travellers will demand more individual and authentic travel experiences in future and will rely more than ever on technology to plan and enjoy their trips, some 50 international travel experts agreed at the 20th World Travel Monitor Forum in Pisa.

In the short term, factors influencing travel and tourism in 2013 will be broadly similar to last year. In general, consumers will continue to focus on their personal financial situation, holiday prices and value for money offers while the image and stability of destinations will also have a strong impact.

Technology will further extend its influence, in their view. Consumers will take advantage of modern technology to adapt their travel behaviour, especially how they use information and buy travel products and services. People will rely more on personal information and recommendations available on commercial and social websites, and will use mobile technology to access travel products and services both before and during their trips.

In the medium term, the experts believed that important changes in travel demand and supply would emerge. One trend will be that consumers will seek new and more authentic experiences, they predicted. More people would turn their backs on artificial ‘travel worlds’ and instead seek authentic holiday destinations and experiences with more interaction with local communities, for example.

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