The introduction to the first half of the 2020s brought an abrupt halt to travel, whether by air, rail or other forms of public transport.
With most of the global travel industry getting back on its feet after years full of uncertainty, due to the pandemic, a new series of trends and interests have arisen. These are ones which travel companies (and booking agencies) hadn’t previously seen demand from in the past.
Taking a deep dive into travel trends for 2023, what can we expect for staycations, all-inclusive holidays and international getaways, as well as domestic and international flights?
With the substantial shift in interest towards sustainable travel, you won’t be shocked that travelling by rail is an up-and-coming demand, as a greener alternative to exploring the world.
FEELINGS TOWARDS 2023 TRAVEL
Despite the cost-of-living crisis affecting households across the British Isles, according to a recent study by ABTA1, Brits are wanting to travel, despite financial difficulties.
While Sykes Cottages revealed that 77% of Britons were still interested in spending their holiday in the UK, back in 20222, how is it looking for 2023?
Well, as reported by the RSM UK in their 2023 Hotels and Accommodation Outlook3, a whopping 36% of Britons are interested in taking a weekend or a short stay away in the UK.
According to a recent study by World Nomads4, 77% of Brits claimed nothing was holding them back from booking a trip abroad in 2023.
Insider Global reported in February 2023, that 60% of the British population felt ready to travel abroad.5 ABTA also reported that nearly half of Brits (49%) claimed because of the pandemic, booking a holiday mattered to them even more, now that restrictions have been lifted6.
UPCOMING TRAVEL TRENDS FOR 2023
Travelling sustainably has gained traction recently. In 2021, Booking.com reported that the pandemic actually encouraged six-in-ten (61%) of travellers worldwide to travel more sustainably in the future6.
As well as wanting to travel more sustainably in 2021, nearly half (49%) claimed booking agencies and holiday letting agencies didn’t have enough accessible sustainable options. In the same study, over half (53%) were irritated when hotels and accommodations stopped them from being sustainable.
TRAVEL BY RAIL
Railway journeys have seen a huge boom in 2022 and 2023, with routes on the Eurostar such as London – Stockholm opening. Letting people travel in a more sustainable matter will set a precedent that will hopefully be boosted through social media.
For people travelling within Europe, the Eurostar is a perfect option – especially if you want to be more conscious of your carbon footprint. There’s also the Trains-Siberian Railway, which is a roughly six-day train journey, which can take you from Moscow to Beijing!
TRAVELLING WHILE WORKING
Combining travel with work has become incredibly popular in the UK. With more companies offering hybrid and remote work, employees can bring their laptops abroad and combine work with play.
Taking one day off and working another could be a great way of spending that extra time abroad, and still reaping the rewards of a monthly salary. According to IWG, nearly three in five (57%) of Brits say they intend to extend their time abroad this year to work and take days off to enjoy their new destination8.
With this data, you could easily create a proactive campaign by looking at Google Search Data, or using social media listening tools. Staying relevant to shifting trends is important, and this is a trend that’s stuck around.
TRAVELLING FOR YOUR MENTAL HEALTH
Mental health and travel have become more interconnected over the years, with heightened interest in and acceptance of mental health issues.
People travel to get away from their everyday lives. According to ABTA’s study, over nine in ten have found that travelling abroad has impacted their wellbeing for the better9. A trend we might see in 2023 is the demand for wellness retreats, whether this is at a spa, hiking, or simply a remote holiday away from reality.
GEN Z AND TRAVELLING
Did you know that Gen Z uses TikTok as a search monitor more than Google? According to Roller Software, nearly 10 in 10 Gen Z’s (97%) use social media as a resource when booking their holiday10. So, if you’re interested in appealing to the younger generations, getting on social media is vital for your brand awareness.
HOW TO APPLY TRAVEL TRENDS TO YOUR DIGITAL PR STRATEGY
Knowing where, and whom to target for your digital PR campaign can be tricky. Key factors to pay attention to are social media, like Twitter, TikTok and Instagram.
With TikTok’s new keyword insight, you’re more capable than ever to pay close attention to up-and-coming trends on the platform. By adapting your digital PR strategy to fit reactive and proactive ideas, you’re able to target and produce a trending story in little to no time.
Paying close attention to your competitor’s insight is also important. Have they recently begun targeting a different demographic? Which keywords are they ranking for, and is their visibility up? And if that’s the case, question why. They might have spotted a trend you haven’t, so be aware and pay attention to what’s out there.
Using Google Analytics and Google Trends, or Answer the Public, you can see keywords and search trends that are on the rise. By researching relevant keywords, you’re able to spot potential gaps or see where you can broaden your client’s reach.
Regardless of how you intend to apply any trends to your PR strategy, it’s important to stay adaptable and to know which platforms and demographics you should target.
Trends come and go, and next year we might see completely new travel trends emerge that we haven’t seen before!
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