New Horizons: Siteminder’s top tourism trends

A couple of weeks ago, I joined SiteMinder to talk about their Changing Traveller Report. This is a study of around 8,000 travellers in 10 countries globally. As Siteminder is a hotel company the focus is on ‘how hotels can win’. But I can honestly say that the trends discussed would apply to any tourism business or destination.

In a 1-hour webinar you can’t cover everything from the full report but here are 5 key trends Siteminder’s Monique Jenson, Hotel Revenue Management expert Sharon Knapp and I discussed.

Trend 1: The Macro-Travel Trend
The urge to travel is a stronger force than rising inflation. Over time travel has moved from a privilege to a right. As the world emerges from the COVID-19 pandemic travellers are looking to reclaim that right. Although economic issues pose a challenge, the need to travel is trumping that.

Trend 2: The Digital Influence Trend
Right now, travellers are the most winnable consumers on earth. We’re open to hearing from others and looking for stories.

Trend 3: The Bleisure Trend
Working travellers want the hotel of the future, today. Digital nomads emerged around 10 years ago, but the trend was turbo-charged by the pandemic. But their needs might be quite different? Are you ready to capitalise on this lucrative, but increasingly competitive sector?

Trend 4: The Trust Trend
Every digital touchpoint matters for the new trust-critical traveller. Being present across the customer journey and across channels is important – just make sure you know which channels do what. Be a partner, not a salesperson.

Trend 5: The Human Connection Trend
Tech-enabled travellers are not willing to compromise on human connection. Don’t think either/or with tech and human. Think both/and. The best uses of technology enable that human connection in travel. Why travel if you can do it via tech at home?

Want to find out more?

You can listen to the webinar here

If it whets your appetite you can go here to download the full report (and tour the hotel room of the future for #inspo)