In Trend

Take advantage of this year’s key travel trends, in preparation for the start of 2018. Consider how you might improve your offer and attract the visitor market to your business, using these trends as a hook.

Trend

What you can do

The Short Break Market has grown, with the nature of ‘staycation’ evolving. Short Breaks of 1-3 nights account for two thirds of English holidays.

  • Be flexible with your accommodation booking dates - don’t neglect the short break market that may only stay for 1-3 nights.
  • Offer mid-week and long weekend packages or deals.
  • Share our short break itineraries.

People are searching for new experiences that will enrich their lives; ‘being’ is considered more important than ‘having’.

  • Emphasise the rugged beauty of our natural landscapes in your imagery. Travellers want to visualise potential new experiences, so make sure to include compelling visuals featuring people in your product listing and promotion.
  • Link up reviews to your product listing, such as Tripadvisor.
  • Offer something extra to enrich their time spent with you and then encourage visitors to spread the word about their experience.

Visitors appreciate authenticity and will be looking for the opportunity to explore lesser-known destinations, discovering the unique heritage and culture of the destination.

  • Tour providers should create tours that allow people to enjoy an authentic experience in the destination – partner these experiences with valuable packages such as lunch at a local restaurant.
  • Tour operators should focus on providing ‘unique’ packages – adding elements of personal touches.
  • Accommodation providers can tap into this trend by joining up with tour providers, as well as creating special offers and deals that could encompass experiences within a set price – such as a heritage pass or tour.
  • Share your local knowledge - promote the Island’s hidden gems that may be off the beaten track.

Adventure Tourism is on the rise - travellers want to engage with their outdoor surroundings, with health and wellbeing being very important.

  • Collaborate with other businesses to offer ‘weekend escapes’ including both accommodation and adventure – e.g. cycle hire or a walking tour.
  • If you are a accommodation provider or eatery, sign up to one or more Welcome Schemes, providing further reassurance and additional comfort to the Island’s adventurous visitors.
  • Tour operators can focus on activity themed packages.
  • Provide healthy food options or collaborate with other businesses to offer healthy cooking courses or dining experiences.

Growing awareness of green issues means travellers are more conscious of their carbon footprint. Travellers are subsequently practicing low-impact, sustainable travel options.

  • Promote your own green practices e.g. recycling, growing your own produce.
  • Suggest places for visitors to buy authentic souvenirs made by locals so that they can contribute to the community in a positive and sustainable way.
  • Encourage visitors to make green choices such as only asking for fresh laundry when required and switching off lights when not in use.

Food Tourism has become an emerging trend among travellers – it not only includes dining out, but also cooking courses, farm tours and food markets.

  • Accommodation providers could offer local produce for visitors to enjoy.
  • Promote farmers markets in your local area particularly to visitors in self-catering accommodation.
  • Businesses can collaborate to create packages that include accommodation and a food experience e.g. farm tour.
  • Eateries can benefit from promotion by signing up to the Taste Isle of Man scheme.

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