50% of world growth 2010-2030 especially China-India increase demand for everything
trips +2% overnight +s% spending -1% short trips (1-3nights):
+12%
too busy to care complex life craving simplicity wealthy hard to please
want to know more what is beyond resorts and
real estates... authenticity, culture,
locality, people!
China, India, Turkey. Scandinavians are wealthy
and spend on tourism. Greece in the lower middle.
More available money for tourism but spent differently: on health, assurance, ect.
they want new experiences (choice leads to sampling & shortening)
No time! -> shorter trips
they want simplicity back to basics
must be watched and reviewed every 5 minutes!
trips +2% overnight +s% spending -1% short trips (1-3nights):
+12%
1) the virtual experience leads to an actual one;
2) be a discovery, not a vacation; 3) have a USP 4) be sustainable, honor your
best; 5) steal from the leader; 6) tell stories; 7) use your citizens 8) be aggressively social; 9) be comfortable being
different; 10) stay true to yourself 11) keep innovating ; 12) look forward - the next
generation will drive the bus. Keith Bellows, editor-in-chief of national geographic traveler
ITB 2011 Phocuswright jeroenbryon
