NFT travel, electrified escapes and a revival of rail are among the top travel trends of 2023 set to shape the sector, Euronews Travel, the platform dedicated to tourism in Europe’s leading international news media, said in a new report.
The report titled “Travel in 2023: Connecting People, Places & Planet” focuses on the future of tourism, identifying and analyzing eight sector trends within existing travel themes that will shape the industry as it returns to pre-2020 norms.
Trend #1: Regenerative travel
In 2023, the focus will move towards nature-positive and carbon-positive/neutral travel as more holidaymakers ask what hotels, destinations and tour companies are doing for the environment. With the headline news in the climate crisis, it will no longer be enough for tourism companies to simply aim to minimize their environmental impact. Tour operators, destination agencies and hotels will be tasked with actively repairing, restoring and investing in nature to keep pace with consumer sentiment.
Exodus is a travel company that is leading the way with its promise to become net positive by 2024. The jewel in the crown is a huge rewilding project in the Apennines in Italy, partly funded by travel bookings, with the potential to remove approximately 1,500 tonnes of carbon annually.
Trend #2: Rail revival
Convenience, cost and carbon footprint are all factors helping to revive a passion for train travel in 2023. As travelers look to become more environmentally friendly, a handful of private companies are reviving night trains across Europe. One of the most exciting initiatives is Nightjet, an international consortium led by Austria’s ÖBB, which bills its services as “a new generation of sleeper trains.”
It already connects Vienna, Munich and Paris; and Amsterdam and Zurich via Cologne. December 2022 will see the launch of a Zurich to Rome train via Milan; next will be a sleeper connecting Berlin, Paris and Brussels, then finally a connection between Zurich and Barcelona in 2024.
Eduardo Santander, Executive Director and CEO of the European Travel Commission (ETC) said: “The undeniable truth is that European tourism is currently driven by aviation. To spend the weekend in London, Rome or Paris, and immediately, so that you leave the office at on a Friday and come back on a Monday morning or Sunday afternoon, that’s only possible by plane. So let’s admit that we have to change the way we see that kind of tourism.”
Trend 3: #Hutlife
An increasing number of travelers will abandon hotels in favor of rural lodges and cabins as more people want to connect with nature. These tiny retreats tap into the recent aesthetic appeal of ‘vanlife’ and tiny homes and will attract a much wider demographic than ever before.
Once reserved for hikers and budget travelers, cabin and cabin accommodation is now getting a new lease of life. In the canton of Valais in the Swiss Alps, traditional hiking huts are being upgraded in response to an increase in bookings from non-traditional users, following the pandemic. Australia, meanwhile, is set to see the completion of a vast network of off-grid holiday cottages in 2023.
ETC’s Santander, said: “The trend is definitely that: we come out of the cave and we explore nature. This is nothing new for humans, but maybe there has been an awakening because of the pandemic and all the restrictions.”
Trend #4: Virtually Improved Destinations
The pandemic forced travel companies, attractions and destinations to get on board with technology in new and exciting ways. The untapped potential of augmented reality (AR) and virtual reality (VR) to enhance the travel experience came to a head during the pandemic. Almost overnight you can take a trip to a cobbled medieval town in Romania, join ice bathers in Helsinki or shop in the fragrant souks of Marrakesh – without leaving home.
The same absorbent technology will be used to enhance the visitor experience rather than replicate it.
In Paris, for example, Eternal Notre Dame VR allows groups to tour 850 years of cathedral history in a more engaging way than a physical exhibition could ever achieve. Immersion is key, taking tourists inside a living, breathing version of Notre Dame’s aging, flammable shell.
Trend #5: NFT Travel
Non-fungible tokens (NFT) – digital assets that live on the blockchain – are about to break into the travel industry. Early adopters use them as keys to unlock physical travel experiences and real world private areas/networks. And while NFTs are going to be big in the luxury travel market, adding an extra level of exclusivity, they can also be used to support fundraising and sustainability projects.
In Bhutan, for example, the new Trans Bhutan Trail has launched a collection of NFTs to fund sustainability projects along the trail and offer hikers exclusive experiences and community connections.
Trend #6: Electrified escapes
As fuel prices rise and low-carbon activities are in demand, the electric travel market will thrive in 2023. Following the recent global e-bike boom, electric scooter tours, sledding, boat tours and safaris are starting to take off.
Range, charging time, costs and availability of rental cars have been significantly improved. This year, Skyscanner introduced an e-car rental filter on its website, as electric rental cars became easier to find, while Hertz created a guide to 15 all-electric road trips across Europe.
2022 also saw the launch of r3charge – the first hotel booking platform especially for electric car travellers.
Trend #7: Travel with speed
The seismic shift towards working from home means that millions of people are more sedentary in their everyday lives. This new global environment will leave remote and hybrid workers behind on the move next year. As a result, active travel – typically focused on outdoor experiences such as hiking, cycling, swimming and running – will see an increase in 2023.
In Europe, for example, cycling is becoming the energetic holiday experience for a growing number of travellers. EuroVelo, a network of 17 long-distance cycling routes to discover the continent, reports an increase in bookings as the trend strengthens.
Trend #8: Hyper personalization
Cookie-cutter travel is out. Personal service has always been a marker of luxury travel, but now established travel companies are going the extra mile with unique, once-in-a-lifetime experiences for guests regardless of budget. This could mean unique QR codes for contactless check-ins, vegan food options for breakfast or a wider range of activities offered around personal interests.
Industry giant Hyatt, with a selection of over 200 experiences across more than 85 destinations, is shaping its hyper-personalization offering in the form of a platform dedicated to curated wellness offerings.
Commenting on the report, Santander said: “It is very difficult now to predict 2023 or 2024. We think there is going to be a big paradigm shift when it comes to decision-making at the consumer level. But also at the supplier level, where we see that many businesses are under scrutiny and the approach to sustainable goals.
Carolyn Gibson, Chief Revenue Officer, Euronews, said: “The pandemic fundamentally changed the travel industry and, while it may be too early to say the lasting effect it will have on the sector, it has undoubtedly caused seismic changes for businesses and consumers. With this report , and across Euronews Travel, we are developing content that supports the industry through this major transition.
“We are working to understand how major changes driven by external factors, such as the pandemic, the climate crisis and the change in working patterns, shape travel preferences across demographics. We hope these insights will help the industry shape their offerings and marketing campaigns to support the continued recovery of the sector.”
Euronews Travel journalist, reporter and co-author Damon Embling said: “The social aspect of travel will be more important than ever next year, and this extends all the way from employees to community relations to how and with whom customers choose to travel. “Multigenerational travel boomed in 2022, as travelers sought to recapture precious moments with loved ones after two years of lost connections.”
The report’s co-author and travel expert Lorna Parkes added: “This trend may not be long-lived, but what will remain is the desire for unity and more meaningful human interactions as people travel the world with new eyes.”
Copyright 2022 Al Hilal Publishing and Marketing Group provided by SyndiGate Media Inc. (Syndigate.info).
