10 Travel Trends for 2022 and why hospitality businesses should listen to them

Why are travel trends so important as we enter the third year of the global pandemic?

While all industries have been adversely affected, we know that since March 2020 hospitality and travel has been one of the hardest hit. In order to survive, we’ve had to adapt and adjust to the changing landscape.

Therefore, I always advise my clients to use travel trends to structure their marketing strategy and commercial planning for the year ahead.

There was a 500% increase in online searches for ‘STAYCATION’ when lockdown ended in 2021. The boom to UK tourism remains and with the new variant in play at the beginning of the year consumers will continue to staycay in 2022, and hold the desire to be relatively close to home. In fact, 45% of UK holidaymakers are planning to staycation in 2022, and 10% of people say they’ll staycation for the next 3 years. These statistics provide confidence and stability to UK tourism and hospitality businesses, encouraging continued investment and development of product. (Stats, Sussex Life Magazine)

At the other end of the scale, there is a tangible pent-up demand for foreign travel and experiences. Last year, UK residents made 1 million visits abroad by air in Quarter 2 (April to June) 2021, that was 95% fewer than the same time in 2019 but an increase on the previous year, 2020. The largest number of visits was made to Europe. These figures are forecasted to increase into 2022, as long as travel restrictions aren’t in place. (National Statistics) UK inbound tourism is forecasted to increase to 68% of pre covid levels with visitors coming from short haul Europe as well as long haul, predominantly North America for both leisure and business travel. (Visit Britain)

Using the 2022 travel trends will allow you and your hospitality business to attract new customers, stay relevant and be on trend, provide experiences that people are searching for online and showcase how your business is adapting to the changing times - and the needs of the customer. Whilst some hospitality businesses will enjoy returning customers, attracting new customers in 2022 has never been more important.

Let’s remind ourselves of the key travel trends from 2021. Where trends evolve, its important to have an understanding of last year as we enter the next.

2022 Travel Trends

1) Holiday close to home, UK staycations in familiar territory (not unlike the discussed 2021 key travel trend ‘tried and tested’)

2) Ethical Tourism (environmental, social, niche tourism), the growing trend for consumers to give back whether that be to communities or the environment here in the UK or overseas. Projects Abroad host some excellent examples for impactful experiences, or here’s an easy example of something closer to home like the Great British Beach Clean

3) Solo & Group Travellers. This one is 3-fold. 2022 will see the rise of the ‘Friendcations’ and ‘Group Travel’ – to celebrate life’s ‘big events’ such as birthdays, anniversaries, even Christmases (that didn’t happen in 2021). There’s also a growing trend for Solo Travellers and solo group travel on tailor made excursions.

4) Bucket List Holidays – ever wanted to see the 7 Wonders of the World, me too, let’s seize the day! Wanderlust and Expedia’s ‘Greatest of All Trips’ ‘GOAT’ mindset

5) Adventure and Exhilaration – Tying in nicely with its Now or Never and GOAT & mindset coined by Expedia (as above)

6) ‘Splurge-cations’ – staying in the UK, again! Then consumers are more likely to splurge this time - whether it be the higher room category or suite, luxury car hire, extra excursions. WOW factor desired!

7) ‘Pursuit of the Opposite’ – There’s a big world out there, let’s see it, whether that’s exploring breath-taking mountain regions, ancient ruins, historic monuments, nature.

8) City breaks - are making a comeback. Culture, Events, Gastronomy, History, Shopping for leisure breaks and Amadeus data forecasting a return in business travel into 2022 (Amadeus) with half of all travellers saying they will be traveling for business to a destination requiring a flight later this year. (City AM)

9) Mindful Moments – wellbeing breaks and escapisms - Forest Bathing, Yoga, Meditation, Breathwork, Wild Swimming, Cold Therapy Retreats and excursions continue to boom.

10) Pet Friendly Travel – With 3.2 million UK homes that have a ‘pandemic pet’, 12 millions UK cat and 12 million UK dogs, PMFA. with many looking to take their pets on away with them to establishment that cater well to the market.

The trends are telling us there is a thirst for life defining experiences, (understandable given the amount of time people have had to reflect on their lives). Coming together with friendship groups and loved ones, to seize the day, give back, try something new and see something totally different to the hum drum of everyday life. This is an exciting time full of opportunity, the travel industry can start making confident strides towards 2019 levels. Whilst ‘Staycays’ are very much here to stay, to spend and splurge in the UK and travel with confidence, closer to home.

Listening and applying these trends in the first quarter will provide you with much needed structure to assist your commercial planning, when uncertainty remains high during the pandemic. Not every trend is going to be relevant to you and your business. Use them to make informed decisions on the direction of your commercial business this year, focus in on the ones that relate and tailor your marketing around these trends.

If you would like to explore these trends in more detail, then please get in touch. I offer power hour sessions where we can discuss your commercial goals and how to apply them to your business for the year ahead. For the next month, I am offering independent business owners complimentary 30 minute consultations to see if its the right fit for you.

Please get in touch with me to discuss further - it will be my pleasure to hear from you.

Email me at cj@cjhotelconsultancy.com

Call me on 07809636427