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Home Demystifying travel ‘Snapshot of Travel in 2017 and Beyond’: Motivational factors influencing travel

‘Snapshot of Travel in 2017 and Beyond’: Motivational factors influencing travel


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Overtourism, chatbots and the rise of social media influencers were among the main travel trends that emerged within the travel industry in 2017. This is according to a trends report compiled by specialist Cape Town-based travel content and marketing agency, Big Ambitions.

Breaking down the report, here’s a closer look at the Motivational factors influencing travel:

While 2017 was in no way the year that marked a shift in the travellers’ motivation to travel, there appears to be a renewed emphasis on changing travel needs – from a shift away from luxury travel to responsible tourism, health and fitness getaways, experiential travel and of course transformational travel.

With much more awareness raised on the impact of global tourism, modern-day travellers are focused on travelling more consciously. Added to this trend, is the ever-increasing need for travel to offer more than just rest and relaxation. Rather, travel is being regarded as a catalyst for personal enlightenment and means to give back to the world on a personal level.

Motivating factors that will influence travel in 2018:

Skip-gen trips and celebratory travel: Starting to emerge is skip-gen trips instead of multi-generational travel. Grandparents, typically falling under the baby boomer generation are no taking grandchildren on epic holidays, leaving parents behind in celebration of a milestone such as a special birthday or graduation. Almost similar, the Generation X, characterised are also putting the focus on milestone celebration, often choosing to travel to honour special occasions such 40th, 50th and 60th birthdays and 10th or 20th anniversaries.
Luxury takes on a new meaning: In recent years, there has been a definite shift in what luxury means for travellers. A recent trend report by Skift suggests that this rethinking revolves around “the 5 Cs of Luxury Travel,” a group of principles that engage consumers emotionally and physically before, during, and after a travel experience. These include culture through heritage, performance arts and luxury products; Cuisine where travellers seek out culinary experiences as a hallmark of their vacation; Community through storytelling and the hosting of optional non-site events, Content in the form of marketing materials and Customisation, allowing travellers to orchestrate their own unique travel experiences.
Staying connected: For most travellers, the Internet is vital. Having access to it makes travellers lives more convenient and it makes them aware of what is happening around them. While this is nothing new, always-on availability is perhaps not, but is a top travel motivator. However, from now and in the future travellers will be able to connect while even on the road. From coach tours and to the recent development in Southern Africa, car rental companies now offer Wi-Fi that goes wherever travellers go.

To view the full trend report, click here or email Danica@bigambitions.co.za for more information

Jeanette Briedenhann
Jeanette Briedenhann
Jeanette Phillips joined the team in 2016. She developed a passion and love for all things-travel related in her role as travel journalist, a position she held for over seven years. A brief exodus into the corporate marketing sphere proved that there is no better industry than the travel industry. Research and writing are two of Jeanette’s greatest passions, but she is always open to new challenges and different ways of doing things.

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