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Take and change
These Megatrends have moved from visions to realities over the years. You can watch it.
Dennis the Jackal
Megatrends at Skift has become the largest annual franchise we’ve put together over the past decade, where we connect the dots through thousands of hours of reporting from our editorial team and research and data insights from our Skift research team. These megatrends are how we see the travel industry next year, thanks to our research and early identification of broader consumer dynamics. Looking back at the annual megatrends that Skift has nailed over its 10-year history, they seem so ingrained and taken seriously that it’s hard to remember that they were even questioned at the time.
But they were.
Here are 10 of the megatrends we’ve written about that have aged well over the years and are on point:
1. Everyone wants a Chinese tourist – 2013
Although they are currently down to Chinese tourism due to covid policies, everyone is still desperate for Chinese tourists in 2022. In the year In 2012, the number of Chinese outbound tourists grew by more than 17 percent to 83 million, and we wrote: “If you travel anywhere in the world and don’t have an updated and sophisticated China strategy, you won’t be in 2012.” A serious player in 2013.
2. Business and Leisure Travel Blur – 2013
In the year In 2013, we couldn’t imagine how business travelers, digital nomads, would roam the earth in 2022, traveling for work and returning for vacations in 2013. In that time, we’ve seen corporate booking tools become online travel agency-like in content and design. While that happened in fits and starts, the convergence of business and leisure travel is undeniable today, and the only debate is how long it can last and scale.
3. The Rise of Environment in Hospitality – 2014
Soft hotel brands with locally integrated personalities and the rise of Airbnb, which have given guests the ability to travel locally, if not directly, are today proof points of this 2014 megatrend, the rise of local hospitality. We wrote at the time: “Many independent and brand-name properties promote themselves as travel experiences, compared to accommodation, to many travelers who define who they are as a place to stay.” International hotel brands have recently jumped on the trend.
4. Video is the new language of brand communication – 2016
Whether it’s YouTube or TikTok, platform or style, brands in 2022 will be connecting or re-connecting with their audiences in emotional ways. In the year In 2016, we wrote about the Burgeonian megatrend video Is the New Language of Brand Communication: “Smart brands have learned that customer sentiment determines what they buy in many ways. Instead of selling hotel rooms and airplane seats as commodities, brands are learning to tell stories through video that creates an emotional connection with specific audiences.
5. Overtourism Goes Mainstream, Destinations Get Smarter About Dealing – 2017
Nowadays, it is not uncommon for destinations to ban visitors and other cruise ships from visiting parks or other tourism sites, but the issue of tourism is far down the list of tourism issues that need to be addressed. In the year In 2017 we wrote: “Skift in 2017.
6. Personal fulfillment is the new ultimate luxury – 2018
In the year By 2022, especially after the arrival of Covid, you will likely see it everywhere in hospitality and beyond. A penthouse suite is no longer good enough—unless it comes with experiences that enhance emotional or physical nourishment and transformation. In the year In 2018, we wrote: “The ultimate luxury is about the value of experiential transformation and how it helps travelers become the person they want to be. In other words, the new luxury is personal satisfaction.”
7. Labor shortage forces wake-up call – 2019
We saw even before the outbreak of the worsening labor situation, travel industry workers were first laid off and many left the industry permanently for more lucrative fields. In the year In 2019, we described it this way: “The dilemma for hospitality workers at the lower end of the pay scale is that they are often paycheck to paycheck trying to support their families, and the business models of some chains seem to be based on outsourcing and not outsourcing.” Employees have enough hours to make ends meet.
8. The subscription journey is the next frontier of loyalty – 2020
From Edreams to Inspirato and Selina, travel companies require frequent renewals every month and every year. But to do that, they have to reboot their businesses. In the year In 2020, we wrote: “Earning customer loyalty is about more than just giving out rewards. Subscriptions and memberships represent a compelling way for travel companies to build lasting relationships with consumers.
9. Climate resilience is the new return on investment – 2022
As parts of the world bake, BlackRock is one of those entities advocating a sustainable investment strategy — not out of political correctness, but with the idea that profit comes down to the bottom line. In the year By 2022 “Cutting carbon and greenhouse gas emissions are not new corporate priorities, but there is an emerging urgency… Investors want more than greenwashing. New models are emerging with a strong focus on increasing the bottom line.
10. Travel Finance – 2022
Whether it’s lowering the cost of insurance on flights or getting into banking, travel companies around the world are expanding beyond the realm of travel bookings. As we wrote this year: “Innovative fintech services are becoming a must-have feature for many travel companies, with the diverse tastes and needs of local customers.
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