A survey conducted amongst 20000 travel agents by Benchmark Hospitality International in the USA has culminated in the ‘Top Ten Travel Trends for 2014′.  Good news is that travel bookings are on the up, and that beach holidays are on an upward trend too!

The results were as follows:

1.   80% of the travel agents were optimistic about travel growth, half of these expecting it to be ‘very strong’.

2.   Most growth will come from leisure travel, and half of this from the luxury segment.  However, leisure and business travel often is combined.

3.   An increasing number of clients are booking directly, understandably of concern to travel agents.

4.   Beach-related travel is showing the strongest growth, responsible for about half of all travel. The balance of American travellers is flying to Europe.

5.   ‘Boomers’ (50 – 70 year olds) are the major users of travel agents, making up 60% of bookings, and are price conscious.

6.   Up to 80% of travel agent customers evaluate their airline and hotel choice on the basis of online reviews.

7.   Location is the key criterion for accommodation choice, followed by free internet usage.

8.   A direct booking facility on the website of accommodation establishments is used by a third of travel agents.

9.   Accommodation establishments must have mobile sites, which are ‘relevant, brief, readable, and formatted for ease of use’.

10.   Travel agents request educational stays at accommodation establishments, and want to form partnerships with accommodation establishments.

While the study was conducted amongst American travel agents, one hopes that these travel trends will apply to South Africa as well, and impact on our industry.

Chris von Ulmenstein, Whale Cottage Portfolio: www.whalecottage.com  Twitter: @WhaleCottage