DCI Tourism Industry Panel Predicts What’s In Store For Travel Trade In 2012
Recently, Development Counsellors International (DCI) brought together a panel of tourism experts to outline what’s in store for destinations in 2012. Industry thoughtleaders offering their input to international tourism offices with U.S. offices, included:
- Mr. James Shillinglaw, Editor in Chief, Agent@Home
- Mr. Terry Dale, President, USTOA
- Mr. Mauricio Leyton, Director of Alliances, Virtuoso Ltd
TAKE-AWAY: Consumers will continue to seek value in their hands-on experiences:
Authenticity: “Consumers are yearning for authentic travel experiences. Anything agents and destinations can do to create an interactive experience with local residents will continue to appeal to travelers in 2012.” Terry Dale, President, USTOA
In-Depth, Experiential Tour Programs: “I anticipate less multi-programs and more tours to emerging destinations. Tours today tend to be more focused on one specific area/region, staying in one or two places for a more rich travel experience. This allows travelers to explore a destination in more depth, taking a regional approach to travel versus multi-country/multi-stop trips.” James Shillinglaw, Editor in Chief, Agent@Home
Value: “Value to the travel consumer is a combination of price, the experiences received and the potential bragging rights obtained” James Shillinglaw, Editor in Chief, Agent@Home
“I hope that ‘value’ moves away from being considered a function of price and more towards the service that travel agents, cruise lines and tour operators in bringing experiences to consumers which they can’t access on their own.” Terry Dale, President, USTOA
TAKE-AWAY: Consumer preference within market segments will continue its metamorphoses:
Luxury: “Luxury is more than just thread counts and marble baths, it is what one does with on their experience. It is the human contact that creates the memorable luxury experience.” Mauricio Leyton, Director of Alliances, Virtuoso Ltd
Cruise: “Cruising allows travelers to visit multiple destinations in a very comfortable and easy way. There is then the opportunity to then return later to those places that resonated.”
Mauricio Leyton, Director of Alliances, Virtuoso Ltd
Boomers: “Don’t assume Baby Boomers are passive in their choice of travel experiences. They are a very active consumer group so shouldn’t be pigeon holed. Baby boomers are also leading multi generational travel.” Terry Dale, President, USTOA
Gen X and Gen Y: “Gen X and Y are travel savvy and socially aware. They are well connected digitally which provides the best way to communicate with them.” Mauricio Leyton, Director of Alliances, Virtuoso Ltd
TAKE-AWAY: Time deprivation will lead to the return of the travel consultant among American consumers traveling abroad:
“Travel consumers are time-starved. A relationship with a travel consultant allows time-crunched travelers to use their time and money wisely. The websites will continue to grow but will only mean the travel seller is even more valued in the future.” Terry Dale, President, USTOA
TAKE-AWAY: More travel agents will embrace social media:
“Importantly, social media allows travel agents, wholesalers and DMO’s to combat the ‘CNN effect’ showing realistic images of a destination, not what is being broadcast on news outlets. It is these negative images shown in the media that can ruin a destination’s tourism industry.”
James Shillinglaw, Editor in Chief, Agent@Home
For a complete overview of the panel discussion, visit DCI’s website: http://bit.ly/yrlgnp.
