COVID-19 Emerging Trends:
Safety first
Greater expectations
More questions, more pre-trip planning
Longer stays Less multi-destination trips
Maximize experience, minimize risk
Staying closer to home, drive vs fly trips
Desire for wide open spaces, outdoors and nature
Small towns vs big cities
Greater need for digital content & information
Need for flexible booking and cancellation policies
SITUATION ANALYSIS & KEY INSIGHTS
MACRO TRENDS
Advocacy / Social Media – recommendations and stories from other travellers is the most influential source of information for travel destinations.
Travel Information Sources- awareness and inspiration occur mostly through traditional media and word of mouth; trip-planning through on-line web-sites and traveller review sites. Social networks are growing in importance as planning tools. Google takes charge.
Customer Service / Personalization – power shift from institutions to the individual consumer through technology and at the same time, consumers are more cost-conscious.
High Quality, Authentic Experiences- trend of authentic opportunities to experience the culture, natural attributes and unique activities of the local destination as well as enrich the traveller’ s life.
Value, Staycations and Time Poverty- travellers continue to place greater emphasis on achieving greater value for money when decision-making and purchasing. Some demographic segments, it appears that populations are feeling greater pressures on leisure time, leading to more frequent shorter trips.
Competition – competition is increasing nationally and regionally, e. g Alberta, more Resort Municipalities.
Climate Change and Tourism – impacts here include more frequent fluctuations in weather patterns within seasons, milder winters, warmer summers, more frequent wildfires and floods, changes in natural landscapes and flora / fauna.
HR / Labour – BC is facing a noticeable workforce shortage issue which will continue due to aging population, changing demographics and immigration policies.
Land Use- increasing competition for land or ownership putting pressure on land-based tourism policies and businesses.