What’s happening in the Tourism Sector?
Tourism research remains the natural home of the 56 Degree Insight team. Jim and Duncan built much of their careers around developing a comprehensive understanding of the tourism industry and providing national tourist boards, destination management organisations and tourism businesses with analysis and insights that have helped them to grow and change direction as visitor needs have evolved.
Never has an understanding of tourist behaviours been more important. Many economists are forecasting another economic downturn – and the lessons of the 2008-2011 period and its impacts on the tourism landscape teach us that tourism businesses need to be agile and ready to adapt to changing circumstances. The previous downturn led to a five year ‘staycation’ boost whilst dampening inbound tourism – a very different visitor mix that tourist businesses had to adapt to. Could this happen again – and how will the huge uncertainties around Britain’s planned exit from the EU impact on tourism? Never has it been more important to understand the impacts on tourism behaviours – and at a time when National Tourist Boards, DMOs and businesses themselves have ever shrinking budgets.
And beyond the economic uncertainties, tourism behaviours are constantly evolving. The Millennial generation brings with it new attitudes to travel which have seen increasing popularity for travellers to enjoy activities seen as more experiential in nature. New brands have emerged and changed the landscape in so many areas – AirB&B and Uber have disrupted the ways in which travellers book and enjoy their accommodation and transport – meaning that the wider industry has had to change to meet these new needs. Indeed, the increase in ‘three generation travel’ has also forced the accommodation sector to adapt its offers to meet these very different lodging requirements.
And of course, tourism is much more than simply holidays and breaks – business tourism, the conference and exhibitions market and even visits to friends and relatives are all evolving in different ways.
We at 56 Degree Insight can help you to stay on top of these trends and provide your business or organisation with a competitive advantage.
How we can help
Our wealth of experience in this sector, garnered over many years, means we can help tourist boards, DMOs, tour operators and the many tourism businesses, large and small, to flourish. Changing landscapes offer opportunities as well as risks – we can help you unlock this potential in many ways:
• Measuring, monitoring and helping to identify strategies to improve the experience of your visitors and potential new markets.
• Undertaking surveys of your visitors pre-visit, during the visit and post-visit to really understand the moments that matter in their journey and how you can engender loyalty to ensure return visits.
• Understanding the entire visitor journey – from consideration to planning, booking and the actual trip itself – customer journey mapping.
• Helping destinations to understand their brand and develop it in a way which can provide a competitive advantage.
• advising on and supporting communications development from advertising to online and mobile apps to print.
Tourism clients we have worked with……..
Our latest points of view on Tourism…
Overtourism - killing the Goose that Laid the Golden Egg
29th July 2019: with the main summer holidays over for each of the 56 Degree Insight team, Jim Eccleston reflects on the increasing problems of over tourism in the Greek Islands - what lessons can be learned from elsewhere?
Tourism - Where next for the UK tourism industry?
7th May 2019: Here we look at the latest annual statistics on UK tourism and pose the question regarding what 2019 and beyond holds. Rarely has there been so much uncertainty around the immediate future of UK tourism….
Tourism - How do we manage the increasing complexity of consumer behaviour in the travel & tourism industries?
31st March 2019: An area very close to our hearts. How is the increasing complexity of the tourism landscape making the prediction of consumer behaviour ever more challenging?