The travel industry is showing strong signs of recovery following the COVID-19 pandemic, with the UNWTO predicting global recovery will hit 90% of pre-pandemic levels by the end of the year. People are eager to reconnect with loved ones, explore new destinations and create lasting memories. In response to the growing global instability brought on by the cost of living crisis, YouGov, the world's leading online research company, conducted a comprehensive study to explore current travel preferences and the overall travel landscape.
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Travel Trends

The study found that over 60% of respondents globally have taken at least one holiday up to October 2023. Suggesting despite the ongoing economic challenges, people are still eager to travel. The holiday propensity is higher in Europe compared to the US, with 66% of UK respondents, 64% of French respondents and 60% of German respondents having taken a holiday in 2023. In contrast, only 45% of US respondents have taken a holiday this year.

The study also found that the frequency of holidays varies by age group. Younger people are more likely to take multiple holidays, with 29% of 25-34 year olds having taken three or more holidays in 2023. However, the high cost of living is a major factor deterring some people from travelling, with 51% of respondents citing it as the primary reason for reduced holiday frequency. Other reasons for reduced travel include changing circumstances (33%) and saving for other things (23%).

These trends underscore the enduring appeal of travel even in periods of economic downturn. Destinations need to be willing to adapt and innovate to cater to the evolving preferences and concerns of the traveller.

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Cost of Living Crisis Impact on Travel

The travel industry is facing a significant challenge in the form of the rising cost of living. As global inflation continues to climb, consumers are finding themselves with less disposable income, which is putting a damper on their travel plans. This is evident in the YouGov study, where 51% of respondents cited the high cost of living as the primary reason for reduced holiday frequency.

Here are some of the drawbacks being seen as a result :

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• ‍Shorter holiday durations: Travellers are opting for shorter trips to save money, with 11% of all respondents saving for longer holidays in the future.

• ‍Choice of destination: People are choosing less expensive destinations to fit their budgets, 42% of US travellers said to have changed the type of holiday they went on to afford it.

• ‍Type of accommodation: Travellers are downgrading their accommodation to save on costs, 49% of French participants agreed on downgrading their accommodation.

• ‍Educational disruptions: Some families are considering taking children out of school with 37% of adults willing to pay the fine for holidays to save on travel costs.
  

Despite the muted results thus far, by understanding the impact of the cost of living and adapting their strategies accordingly, destinations can position themselves to weather this storm and emerge stronger in the future. As economic conditions improve and consumers regain spending power, the travel industry is poised for a rebound, with a renewed focus on value, affordability and personalised experiences.

Looking ahead to 2024

Despite the ongoing economic challenges, there is a growing sense of optimism about travel in 2024. Seven in ten respondents expect to travel next year, with European markets leading the way. The average number of holidays expected in 2024 is 1.9, with under-34s expecting to take an average of 2.2 holidays.

One of, if not the biggest hurdles across all sectors is the cost of living. It remains a large concern for consumers, with 55% of French respondents citing it as the number one factor affecting their travel plans.  Despite these financial pressures, many individuals remain determined to prioritise travel, even if they need to make adjustments to their overall spending habits. A significant proportion (41%) are willing to cut back on other expenses to afford a holiday, with options ranging from fewer trips to downgrading certain aspects of their vacations.

In addition to economic factors, political conflicts such as the Ukraine-Russia war have posed significant challenges in recent years. Eurocontrol data shows that Moldova experienced the largest decline in flights, with a 69% decrease, followed by Slovenia (42%), Latvia (38%) and Finland (36%). However, with the media's focus shifting away from Russia and Ukraine, overall consumer confidence has improved, leading to a resurgence in demand for these destinations and a decline in the number of travellers citing the conflict as a reason not to travel in 2024.

While the overall travel volume has not yet reached pre-pandemic levels, due to the cautiousness of many consumers, the outlook for 2024 remains optimistic. Despite the lingering effects of the pandemic and rising costs, modest growth is expected. The travel industry will need to adapt to these challenges while catering to the evolving preferences of travellers, particularly those seeking value and authenticity.

How can Destinations React Quickly?

As seen from the data, the escalating cost of living is undoubtedly having a profound impact on consumer behaviour, including travel decisions. DMOs must proactively address these challenges to maintain their destination's appeal. Here are the DTTT's recommendations for DMOs to navigate the economic downturn and emerge stronger:

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• ‍Emphasise affordability and value for money - Destinations should focus on offering competitive pricing and packages that provide good value for money. This could include bundling together accommodation, transportation and activities, offering discounts for early bookings or off-peak seasons and providing incentives for extended stays.
• ‍Focus on experiential travel - Shift the focus from top attractions to more experiential and enriching activities that offer lasting memories and value. This could include cultural immersion programmes, culinary tours, outdoor adventures or volunteering opportunities with local communities.
• ‍Promote local experiences and hidden gems - Encourage travellers to explore lesser-known attractions and experiences within the destination that offer authentic and unique experiences without breaking the bank. This could include visiting local markets, immersing themselves in cultural activities or exploring off-the-beaten-path hiking trails.
• ‍Strengthen collaboration with stakeholders - Foster strong partnerships with local businesses, tour operators and transportation providers to ensure a seamless and enjoyable travel experience for visitors. Promote joint offers and packages that showcase the destination's diversity and appeal.
  
  
  

While each destination will need to tailor its approach to suit unique traveller preferences and local characteristics, these suggestions provide a solid foundation for DMOs to adapt and navigate the changing travel landscape. However, it's crucial to emphasise that establishing a strong brand image and effectively managing reputation is of paramount importance for all destinations, particularly in times of economic instability and the ongoing cost of living crisis. A well-defined brand identity can foster trust and loyalty among potential visitors, making them more likely to consider the destination for their travel plans despite the economic challenges. Additionally, proactive reputation management can help to mitigate negative perceptions and maintain a positive image, further enhancing the destination's appeal to potential travellers.