Booking.com has released eight travel trend predictions for 2018, among which are an increase in pop culture-inspired travel and friends-based getaways.
According to booking.com, television shows, films, sport and social media in particular look set to have an increasingly significant sway over booking decisions.
The television programme locations travellers most want to visit in 2018 are Croatia, Spain and Iceland inspired by Game of Thrones (29 per cent), London as seen in Sherlock and the Crown (21 per cent and 13 per cent), New York and Manhattan from Billions (13 per cent) and Los Angeles viewed in Entourage (10 per cent).
On-screen locations from television, film or music videos will win over 36 per cent of travellers in the coming year. Twenty-two per cent of travellers say they will be tempted to travel for a major sporting event, with 43 per cent of those considering a summer of football in Russia. Reading blogs or watching YouTuber recommendations spark ideas for 39 per cent of travellers.
Meanwhile, in terms of choice of travel companions, the segment showing the biggest increase when compared to 2017 was travelling with a group of friends, increasing from 21 to 25 per cent.
Friend-based getaways also have financial advantages, Booking.com observed, as 42 per cent said that joint holidays with friends will allow them to stay in accommodation they wouldn’t be able to afford on their own.
Booking.com further pointed out that 2018 will see travellers looking to be even more economically intuitive. Nearly half (47 per cent) will take currency exchange rates into consideration when planning their travels for the year, and almost the same amount (48 per cent) will think about the economic climate of a destination before making the decision to travel.
Boding well for the retail industry, 30 per cent of travellers also plan to make more purchases from airport duty free shops in 2018 and 26 per cent will even go on holiday specifically to buy goods such as fashion items because they are cheaper than in their home country.
For more of Booking.com’s 2018 predictions, please click here.
In response to German National Tourist Board’s (GNTB) promotions in South-east Asia, agents are optimistic that Germany can become a viable off-the-beaten-track mono-destination for the region’s travellers.
However, it is held back by the lack of awareness and a more exciting image in the region, opined both agents and stakeholders in the Germany tourism industry.
A main grouse is that the country is limited by common associations such as business, Oktoberfest and beer, when other aspects of the country can be marketed.
Alan Ang, managing director of EU Holidays, said: “Singaporeans’ perception of Germany is very skewed towards Bavaria, Munich and Berlin.”
He added that not many know about Germany’s “hidden gems”, which can be better marketed and have the potential to draw in bigger crowds from South-east Asia.
Examples of this are the historic operational Roman baths of Wiesbaden and the country’s oldest beer brewery, located 35 minutes and 40 minutes respectively by train from Frankfurt Airport.
Deeming awareness of the country insufficient, tourism stakeholders have taken marketing into their own hands. Frankfurt Airport has stepped up to exhibit at roadshows to promote the city and its surrounds, said its director of international tourism markets, Stefan M Kopp, and also launched an online portal to engage with travel agents and familiarise them with the airport’s services.
However, things are starting to look up for trade players with GNTB’s latest efforts, said Hanne Lim, deputy general manager, operation centre, travel business division, Kaytrip.
The Munich-based agency, which specialises in bringing Chinese-speaking tourists into Europe, has begun developing Germany-specific tours that ply routes like Southern Germany.
Lim said that although the country has to vie with crowd favourites like Iceland and Northern Europe, Germany can woo customers who are looking for “in-depth sight-seeing”, and that more needs to be done to build awareness in Asia.
The board in late-October wrapped up a week-long South-east Asian Roadshow, which stopped in Bangkok, Kuala Lumpur, Jakarta and Singapore, and connected local agents with German tourism operators.
The board earlier identified these four markets as South-east Asian economies with the most growth potential, and will be increasing mono-destination promotions in these markets.
By 2030, GNTB hopes to grow its overnight stays in Germany by two million to 3.2 million.