IBTM World reveals a new chapter in travel exploration

Saturday, December 2, 2023

In the dynamic landscape of travel, the traditional notion of destinations is undergoing a transformative evolution, influenced by changing trends, technological progress, and a heightened focus on sustainability.

The insights from the SITE debate on the future of incentive travel at IBTM World reveal intriguing data on traveler preferences and emerging trends.

Notably, there has been a substantial 71% increase in the preference for “new destinations not used before.” This trend reflects a growing appetite for unique and unexplored experiences. Other noteworthy choices include “all-inclusive resorts” (53%), “resorts” (46%), and “high-profile, long-established” destinations like Paris and Hawaii (43%).

Furthermore, data on regional buyer preferences unveils interesting insights. North American buyers lean towards the familiar allure of the Caribbean, Western Europe, and Mexico. Meanwhile, European buyers exhibit a more diverse inclination, with preferences spanning Western Europe, Emerging Europe, and the Gulf States. Asian buyers, on the other hand, favor exotic destinations such as Bali, Thailand, and Vietnam.

In the current landscape, there is a clear trend of regions favoring their local destinations. North American buyers, for instance, consider Canada, Alaska, and Hawaii among their top choices. European buyers, while still inclined towards Western Europe, are more open to exploring other regions such as Oceania and Southeast Asia. Asian buyers express interest in a variety of destinations, including Australia, New Zealand, and South Africa.

As the travel industry evolves, the data suggests a nuanced balance between familiarity and the allure of the uncharted. Travellers, particularly in Europe, are increasingly considering destinations beyond their immediate regions. This shift reflects a broader desire for diverse and enriching travel experiences, marking a new chapter in the exploration of destinations worldwide.

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