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Gamification of travel
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Travellers are going on mystery trips for adventure. UK householders renting out their gardens providing affordable accommodation for the 2012 Olympics.
Europe: Luxury without guilt Technology and Online Travel: Gamification Middle East: Rebranding of Arab Spring Countries Africa: M-commerce Global Village: Social media Asia: Chinas Growing Influence
Luxury tourism has emerged as ethical and authentic. Gaming dynamics to become significant features for travel players websites. Egypt and Tunisia are re-branding to help lure back tourists, while Libya, Bahrain and Syria have yet to reach that stage. Africas mobile phone boom boosts travel. Social media allowing hotels greater engagement with guests. Hotels employing many strategies to attract Chinese tourists.
Euromonitor International
Euromonitor International
Euromonitor International, in association with World Travel M Euromonitor International, in association with World Travel Market, is delighted to release the latest travel trends to make a positive impact. release the latest travel trends to make a positive impact. Consumers are seeking out fun as seen by the popularity of Consumers are seeking out fun as seen by the popularity of mystery tours in the Americas, a new rent-a-garden concept in the UK and increa Americas, a new rent-a-garden concept in the UK and increased gamification of travel. Guilt-free luxury is key in Europe, drawing on ethical and su Guilt-free luxury is key in Europe, drawing on ethical and sustainable practices. After the Arab Spring, Egypt and Tunisia are rebranding as they e the Arab Spring, Egypt and Tunisia are democracies. they emerge as free rebranding as
democracies. preferences.
Hotel chains embraced social media and customised their offer to Chinese preferences. With economic headwinds picking up speed, we aim to highlighttravelpockets of opportunity for the global key industry. opportunity for the global travel industry.
Head of Travel and Tourism Research, Euromonitor International
Source: Euromonitor International, IMF Notes: Value based on US$ at constant 2010 prices, travel composed of car rental, hotels and air transport
Americas - Overview
Americas: Key Performance Indicators 2010-2012 % Growth
Real GDP Growth Arrivals, trips Incoming Tourist Receipts Value US$ Air Transport Value US$ Hotels Value US$ Travel Retail Value US$
Source: Euromonitor International, IMF
2010
3.8 5.2 5.3 6.3 1.3 7.1
2011
1.9 3.1 3.3 4.3 3.6 2.0
2012
2.2 2.9 4.0 2.6 2.9 1.3
Economic recovery, coupled with the release of pent-up demand, especially among business travellers, led to strong growth in tourism in the Americas in 2010. Real GDP growth is expected to slow in 2011 due to high unemployment. The growth in visitors from emerging markets to the US is expected to boost average spend per trip.
2010
1.4 -0.4 1.4 -4.6 -5.4 -4
2011
1.1 1.5 3.4 -0.2 -0.1 -2.0
2012
1.6 3.6 5.1 1.9 2.1 1.5
The IMF lowered its forecast of GDP growth to 1.1% from 1.8% in September 2011, due to fiscal consolidation, high unemployment and the withdrawal of stimulus measures. However, the London 2012 Olympic Games are expected to help increase arrivals next year to almost 30 million and bring a welcome boost to the economy.
Traditional accommodation will be scarce and very expensive during the Olympic Games, so Campinmygarden.com, an affordable and accessible alternative, should thrive at this time Victoria Webbon, Founder, Campinmygarden.com
Europe - Overview
Europe: Key Performance Indicators 2010-2012 % Growth
Real GDP Growth Arrivals, trips Incoming Tourist Receipts Value US$ Air Transport Value US$ Hotels Value US$ Travel Retail Value US$
Source: Euromonitor International, IMF
2010
1.8 2.4 1.2 1.0 -1.5 -1.4
2011
1.5 5.8 5.5 4.2 2.8 2.0
2012
1.4 1.5 1.3 1.1 -0.1 -0.2
Sluggish economic growth is predicted for Europe due to the sovereign debt crisis, with a double-dip recession possible and the future of the Eurozone in doubt. Spain and Italy along with bailed out countries, Ireland, Greece and Portugal, continue to struggle with high debt and unemployment.
2010
6.0 8.3 -3.2 7.4 5.3
2011
5.5 7.7 7.5 7.2 5.4
2012
4.5 5.2 7.2 6.7 4.1
Online sales are a major growth catalyst, with online (8%) outpacing offline (1%) in value growth in 2011 and expected to provide steady growth over the long term. For travel and tourism categories combined, advanced economies enjoyed internet penetration of 37% of total sales, compared to 10% in emerging economies in 2011.
Gamification
Target Group
Target Group
Target Group
Target Group
Brand Loyalty
Press Coverage
2010
4.4 11.5 3.0 -0.5 -1.4 -1.4
2011
4.0 -6.2 -1.8 -10.3 -3.6 1.7
2012
3.6 1.3 1.0 0.8 2.8 2.3
In 2011, political protests erupted across the Middle East amid calls for reforms and regime change, with clashes turning violent in some countries. Tunisias and Egypts revolutions ended with the ousting of their respective authoritarian regimes. 2011 is expected to see arrivals to the Middle East decline sharply by -6%.
Africa - Overview
Africa: Key Performance Indicators 2010-2012 % Growth
Real GDP Growth Arrivals, trips Incoming Tourist Receipts Value US$ Air Transport Value US$ Hotels Value US$ Travel Retail Value US$
Source: Euromonitor International, IMF
2010
5.4 5.5 3.3 7.0 2.1 0.1
2011
5.2 3.1 4.7 4.1 3.2 -0.6
2012
5.8 3.6 5.9 5.0 3.1 -0.2
In 2011, real GDP growth in Africa was more than 5%, driven by economic development and coupled with the growing disposable income of the rising middle class. In 2010, African tourism benefited from South Africas hosting of the 2010 FIFA World Cup event, stimulating an increase in both international and domestic trips.
"Mobile technology is a game changer when it comes to travel and tourism in Africa"
Obinna Okezie, Founder and CEO of wakanow.com
2010
2.0 1.0 -1.6
2011
2.7 3.3 0.9
2012
2.0 2.3 1.5
World car rental and hotels value sales regained growth in 2010 thanks to a recovery in demand, yet the threat of a double-dip recession in the US and Eurozone remains high. Hotels are set to experience a slowdown in 2012, in line with the slower than expected recovery in the advanced economies as downturn risks increase and confidence dips. Asia Pacific presents the greatest opportunities for future growth.
Crisis management
Exclusive offers
Customer service
Promotion
Loyalty programme
Online sales
Asia - Overview
Asia: Key Performance Indicators 2010-2012 % Growth
Real GDP Growth Arrivals, trips Incoming Tourist Receipts Value US$ Air Transport Value US$ Hotels Value US$ Travel Retail Value US$
Source: Euromonitor International, IMF
2010
8.4 12.4 10.5 6.9 4.8 2.7
2011
6.2 5.8 7.2 5.5 5.7 3.5
2012
6.6 5.2 6.5 5.6 4.9 3.2
Driven by China and India, Asia's economies enjoyed healthy growth in 2010, although are expected to slow over 2011-2012, due to the global economic slowdown. Intra-regional travel is forecast to boost arrivals and incoming tourist receipts as more middle-class travellers explore the region for the first time.
Sol Melia partnered with Jin Jiang Hotels in 2011 to develop hotels and share best practices. In 2011, HNA Group, a Chinese integrated travel operator, acquired 20% of NH Hotels to focus on hotel development in China.
Source: Euromonitor International
Caroline Bremner Head of Travel and Tourism Research Euromonitor International caroline.bremner@euromonitor.com www.euromonitor.com Paul Nelson Press & PR Manager World Travel Market paul.nelson@reedexpo.co.uk www.wtmlondon.com
Publishers note: at a time of macroeconomic instability, forecast data for 2011-2015 used for the purpose of this report are provisional and are subject to revision before publication in Euromonitor Internationals Passport Travel and Tourism 2012 edition
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