Booking.com latest study to predict how travel will continue to be redefined in the year ahead has shown what it termed “an indefatigable sense of hope”.
The extensive research conducted with more than 24,000 travellers across 31 countries and territories, including Singapore, also utilised proprietary data and insights.
Findings have led the company to believe that 2022 will be the year that consumers will make the most of unpredictability and start making up for lost vacation time in a big way, with the number of travellers who feel they need to do so having increased by 52% since last year.
In analysing the results from the Singapore traveller market, Booking.com has identified seven travel predictions:
Vitamin vacay
More than daily exercise or mindful meditation, going away on vacation will become the form of self-care in 2022, with most people in Singapore (85%) affirming that travel improves their mental and emotional well-being more than other forms of rest and relaxation.
After over a year of ever-evolving travel restrictions, the important benefits that travel has on health and well-being are now being acknowledged, with more than two-thirds (70%) saying they did not realise how important travel was to their well-being until it was no longer an option, and 86% saying that having a vacation planned has a positive impact on their emotional well-being.
Mental well-being in Singapore has seen a sharp decline since the pandemic began with restrictions impacting all aspects of life from work to socialising. This makes the announcement of the Vaccinated Travel Lanes a promising one, where many will be able to finally break away from their restrictive routine over the past one year to simply relax and rejuvenate.
What makes travel the ideal form of wellness? For one quarter (29%), stepping outside of their comfort zone is the key reason why getting away enables them to reset. Of these individuals, two-thirds (68%) say that staying somewhere with a different scenery from what they are used to helps them to recharge, alongside two-thirds (68%) stating that it is experiencing a new way of life. For some, it is trying new cuisines (65%) or hearing a new language (38%) that helps them feel rejuvenated.
Resetting the out-of-(home) office message
When the pandemic hit, homes across the globe became offices too, and the novelty of working remotely was realised. Come 2022, however, there will be a significant rise in people wanting to take back control of a healthy work-life balance.
For three-quarters of Singaporean travellers (80%), vacation time itself will be strictly work-free, which was not always the case in 2021 with home and remote work lives blurred.
Despite the flexibility to work remotely, 54% of them would rather spend less time on vacation if it meant they could completely switch off in 2022 than to spend more time in the destination, but having to mix business and leisure.
With 70% of people claiming to have worked more hours and using less vacation days during the pandemic, more people will want to set their well deserved out-of-(home) office messages in 2022.
All the first-time feels
While many have forgotten where their passport is, or even just how to pack, all that out-of-practice travel awkwardness will give way to a genuine sense of delight for even the most routine aspects of trips in 2022.
After feeling ‘stuck’ for so long, rather than rushing through the journey, travellers will be relishing every moment, from fine-tuning the playlist for the rental car to browsing the delicacies duty-free has to offer, with a fifth (22%) most looking forward to the pure excitement and anticipation as the journey begins.
The formerly mundane daydreaming out the train window as the scenery whizzes by or getting lost in a maze of winding cobblestone streets to pick up the keys for their vacation apartment will be sheer bliss for the three-quarters (80%) of people who say travel is more enjoyable when the journey feels like part of the trip itself.
A majority of travellers say that simple pleasures such as feeling the sun on their skin (71%) or seeing a body of water of some kind instantly improves their mood for the better (81%). Even the uncertainty of navigating public transportation in a new city in a foreign language is something two-thirds (65%) say they will enjoy.
After such a long period of limited options, recapturing those first-time feels and leaning into every single moment will be a hallmark of trips in 2022.
Community first
Border closures forced many to look to home to quench their travel-thirst and also to support independently owned businesses that rely heavily on tourists. In 2022, this desire to put the local community first will continue as people start exploring the world again, including the desire to leave a positive impact on the places they visit and the people who live there.
About two-thirds (63%) of people agree it is important that their trip is beneficial to the local community at their destination, and 61% would appreciate an app or website that provides recommendations on destinations where an increase in tourism would have a positive impact on the local community. Furthermore, 68% want the money that they spend when traveling to go back to the local community and 73% want to have authentic experiences that are representative of the local culture.
In 2022, travellers will do more research into how well the place they are staying supports local businesses (35%) or how their tourism spend will affect or improve local communities (28%), signifying a new desire to do right by the people who call their favourite vacation destinations home.
Swipe right on new places and faces
For many, the pandemic meant spending an extended and intense period with closest friends and loved ones, but vacations in 2022 will be an opportunity to branch out and make some new connections.
With two-thirds (61%) wanting to meet new people while away, Singaporeans will be using their vacations as an opportunity to expand their usual social circles. In fact, 70% of Singaporean travellers look forward to socialising while on vacation, and 57% want to stay somewhere close to plenty of nightlife options so that they can meet new people.
Tired of swiping through the same faces for the past year and a half, people will also be making use of their favourite dating apps while on vacation in 2022 with travel providing an exciting opportunity to find love. A resurgence of holiday romances can be expected, with two-thirds (61%) hoping for one on their next trip.
Just say yes
After so long of being told “no”, travellers are reclaiming a more positive way of thinking for 2022. In fact, 57% will be shirking all of the structure they have been contending with, preferring a vacation where they stay flexible and just go with the flow, instead of having a well-planned itinerary full of activities. The coming year will bring the very best of improvisation to travel, with us responding to each unexpected twist and turn in the trip with an emphatic “yes, and…”
To that end, over three-quarters (81%) agree they will say yes to any vacation opportunity if budget allows. And for the 57% that have been saving their pennies by not taking any big trips since the pandemic started, money is no object for the trips they will take in 2022.
Close to two-thirds (70%) are more open to different types of vacations than before the pandemic and 64% do not mind where they go on vacation as long as it is the type of trip they want; they are just happy to be away from home.
In 2022, technology will play a key role in supporting spontaneity with increased optionality to book on the go and the flexibility to adapt plans and follow where the adventure leads. In fact, 58% are looking to the latest travel technology innovations to offer a ‘wildcard’ or surprise option of a completely new travel experience that is suggested based on their past preferences or budget to help them seize every new potential opportunity.
Embracing the unpredictable
Uncertainty will continue to be a constant in travel in 2022. Having leaned on technology in a variety of ways to stay connected and inspired over the past year and a half, favourite apps will continue to help travellers navigate the unknown, with three quarters (79%) agreeing that technology helps alleviate the anxiety around travelling.
From AI-powered instant translation services that make it easier for travellers to negotiate last-minute changes of plan directly with accommodation hosts and rental car providers who do not speak the same language, to machine learning models that automatically inform our
host about a late arrival to their beach cottage due to a delayed flight, technology will continue to smooth out the unforeseen bumps in the road with increasing finesse and proactivity.
Because of this, Booking.com expects to see even wider adoption of predictive technologies which can help travellers make more informed decisions, especially considering that three in four travellers would be interested in an innovative service that could predict which countries will be safe to travel to (73%), even months in advance, or automatically suggest destinations which are easy to travel to now based on their country’s and the destination’s current Covid-19 requirements (74%).
No matter how accurate any machine learning predictions might be, in order for everyone to truly embrace our new unpredictable normal, the broader travel industry will continue to prioritise flexibility, as travellers rank reassurance that they would not lose money (41%), the ability to cancel (34%), and ability reschedule free of charge (31%) as the top three most important priorities.
Nuno Guerreiro, regional director South Asia Pacific at Booking.com, said: “As we look towards the year ahead, we’re seeing a lot of excitement and anticipation for Singaporeans to return to travel, whether it’s abroad, the trip of a lifetime or just saying yes to whatever travel opportunity comes their way, and it’s our mission to make it easier for everyone to do just that.
“We will be there for travellers – offering the widest choice, great value and the easiest experience from anywhere and on any device – so people can reclaim their travel mojo and enjoy all of the unforgettable experiences this world has to offer.”
More insights from Booking.com’s travel predictions for 2022 is available here.
Even though we now see countries and cities reopening their borders cautiously, the realm of travel has changed significantly. Here in Singapore, the evolution of safe management measures also illustrates that the leisure sector and businesses in general will have to continue to stay agile.
While challenging, we need to look beyond today’s situation and push forward. As we journey towards a new future of travel and live with Covid-19 as an endemic disease, it is timely for organisations to reassess and take stock before looking ahead to tap on new areas of opportunities. I offer some examples from Sentosa.
The need for sustainability
A critical area to be addressed by our industry is sustainability. In many ways, the Covid-19 pandemic has been a wake-up call for more action to build a sustainable future, and is set to catalyse a shift in travel desires and leisure preferences.
For instance, Booking.com’s 2021 Sustainable Travel Report has highlighted the increasing emphasis that travellers are placing on sustainable travel, with 83 per cent of respondents indicating that sustainable travel is vital, and 61 per cent sharing that the pandemic has influenced them to want to travel more sustainably. This means we can expect sustainable leisure offerings to become increasingly important to our guests, and that sustainability is essential – from both an environmental and business perspective.
Already, at Sentosa, we have seen a stronger spotlight on health and wellness, as well as an increasing demand for sustainable and responsible leisure options. For instance, we see our guests increasingly being drawn to our island’s heritage and nature offerings, from where they can better understand the importance of conservation. Elsewhere, Google has also begun to offer information on eco-certified hotels and carbon emissions of flights.
This higher consciousness of sustainability is a welcome shift. With the multiple guest touchpoints in the leisure industry, we are in a great position to tap on this consciousness, to lead and inspire the global community to take action. To tap on this demand, we will also progressively launch a series of new sustainability-themed tours by the end of this year, where guests can immerse themselves in the unique heritage, biodiversity and nature in our surroundings, and gain a deeper appreciation of conservation and sustainability.
Collaboration elevates the industry
Another important factor in the industry’s growth is collaboration, as the old notion of “competition” may no longer be valid today. The pandemic has shown how it is important for our industry to collectively leverage on each other’s strengths and expertise to navigate these uncertain times.
The Sentosa community, for instance, has come together to launch unique insider experiences and curate various bundles and deals across dining establishments, attractions and hotels, which could also be adapted for tourists and MICE audiences at a later stage. We have also teamed up with like-minded brands, such as Brewerkz to launch four destination-inspired carbon-neutral beers, bolstering our decarbonisation efforts and extending our reach to the retail audience on mainland Singapore.
Collaboration goes beyond such leisure offerings too. As part of our Sustainable Sentosa strategic roadmap, Sentosa Development Corporation and diverse business establishments in Sentosa have collectively launched the Sentosa Carbon Neutral Network, harnessing each other’s networks and knowledge as we transform Sentosa into a carbon neutral destination and a globally recognised sustainable tourism destination.
Continue to invest in understanding consumers
Ultimately, with the ups and downs in the trajectory of the pandemic, consumer perceptions and expectations will change. Businesses therefore need to continue adapting and investing in understanding consumers even better, so as to develop well-informed, insights-driven solutions. Such consumer insights provide a basis for businesses to rethink and redefine products and services, while identifying growth opportunities.
With mass international travel resuming in fits and starts, it is also timely for leisure and tourism players to innovate, experiment, and seize new opportunities, to drive repeat visits and consumption among locals.
Apart from pushing ahead with new developments on the island, Sentosa, for one, has rolled out an array of smaller-scale programmes – in view of restrictions on large-scale events – at more frequent intervals throughout the year. These range from intertidal walks and heritage tours, to a series of archery, yoga and Muay Thai by the beach experiences – which were fully booked within days. Among business establishments on the island, the Royal Albatross tall ship has also launched a cruise specially designed for dogs and their fur-parents, complete with customised meals, making it a world’s first. We have also seen the advent of “daycations” all across Singapore.
Extending such new and refreshed experiences can help boost consumers’ curiosity, to entice more to venture out and explore what Sentosa and Singapore have to offer.
If there is anything the pandemic has shown the tourism industry, it is that adaptability and being agile are fundamental to our sector’s survival. The recent challenges in Singapore’s reopening has signalled to us that the road to recovery will be a long and winding one. We must therefore continue to collaborate, innovate, and keep up with evolving consumer behaviours as we reimagine the future of travel and leisure together.