Which key tourism trends will be shaping travel and tour itineraries in the year to come?  That was the question the British Tourism & Travel Show posed to some of its regular visitors ahead of its next show in March.

Their expert predictions provide a snapshot of some of the trends driving staycation/excursion bookings this year.  While their responses were varied – they all agree that experience-driven tourism and travel will be even bigger in 2020.  The number of solo travellers taking part in escorted ‘experiential’ tours and coach holidays is also expected to rise.

Which is why, for them, an annual visit to their industry show – featuring 100s of attractions, destinations, tours, events, packages, activities and experiences, is so essential.

Among the ‘experiences’ being promoted at this year’s show (25-26 March at NEC Birmingham) are:

• Gwili Railway’s special London Transport Weekend to celebrate the 100th anniversary of VE day, including an evacuee experience and cream tea.
• Black Gold Underground Experience Tours at the Welsh Mining Experience at Rhondda Heritage Park, including Collier Boy (new for 2020) and DRAM! cinematic experience.
• New residential breaks at The Yarn Market Hotel in Dunster in Exmoor, running in conjunction with West Somerset Railways, including themed events and regular Gala weekends.
• Lowther Castle & Gardens’ numerous group experiences include a Head Gardener Tour, Guided e-Bike cycling tour, and even a guided tour by Jim Lowther, the son of the 7th Earl.
• Royal Opera House tours include an introduction to the colourful history of the theatre, workrooms and a look at all aspects of current productions.
• Welsh Water Adventures’ has visitor attractions at Llyn Brenig, Elan Valley, Llandegfedd Lake and Llys-y-Frân Lake, with activities including walking, cycling, fishing, watersports and star gazing after dark.
• Four Boat Tours’ new Forth Sea & Train Adventure, includes a 90-minute cruise and a 90-minute trip on a steam train with Bo’ness & Kinneil Railway.
• The Silverstone Experience is a STEM-focused family attraction taking visitors on an interactive 2.5hour journey through the past, present and future of British motor racing.

And that’s just a few highlights from eight exhibitors.  There are over 250 exhibitors in all (see the full list here: www.tourismshow.co.uk/exhibitor-list).

Travel & tourism trends to watch

Here’s what the experts had to say (read the full comments here: www.tourismshow.co.uk/blog/uk-travel-trends-2020.

Lucy Osborne, UK & Ireland holidays manager at Shearings:

I believe that in 2020 the desire for authentic and unique experiences will continue to grow in the domestic market.  We have noticed that just because our customers fall into the ‘mature’ market segment, it doesn’t mean they don’t want that adrenalin rush or an opportunity to do something a little different.

In addition, the desire to explore more and get to know a destination by immersing yourself into the heart of it is another key area of opportunity.  For example, we have created new self-guided walking breaks that offer everything from light ambles to more challenging options.

We also expect to see further growth in the solo travel market.

Jen Dubasov, head of business development — Hotels at Travelzoo: Our recent annual member survey shows that holiday makers are more optimistic about the economy in 2020, and this should in turn lead to more people booking short breaks and holidays after a few years of uncertainty in the market.

At Travelzoo we are seeing a real upward trend in spending more in destination when the travel and accommodation was booked on a deal. Members are citing they are 3.5 times more likely to spend more on their trip – which bodes well for local experience, F&B and spa brands. There’s a real opportunity for staycations too – one in five say they are more likely to holiday in the UK this year rather than head to Europe.

Sarah Hill, senior product manager at SpaBreaks.com: The big thing that we’re noticing in terms of spa trends is a move towards greater personalisation of spa experiences.  People are really looking to invest more in their health and wellbeing.  Where once the day was by far the most popular amount of time to spend at a spa, increasingly there is demand for two- and three-night spa breaks with longer treatments.

We have also noticed an increase in demand for solo travellers.  In the last six months, more than 3,000 single travellers have booked overnight spa breaks with us.  A further 1,500 enquiries in that timeframe have said that they would have booked if they had been able to avoid single supplements.

Jo Porter, owner & director at Sound Escapes UK:

As a tour operator that specialises in performance tours for music ensembles, there is certainly a demand from both incoming and domestic groups for travel experiences within the UK that focus on the wealth of music, performing arts and festivals on offer here.

Choirs, in particular, are keen to travel for both performance and social purposes.  Whether it be for a weekend break to popular destinations, including Cambridge, Bristol and the Isle of Wight.  Or longer breaks to Scotland, with Stirling and Edinburgh being the preferred destinations of choice for 2020.

Deirdre Brown, owner of Deirdre Brown Travel:

My clients are looking for quality hotels, and to be treated as individuals, with a friendly welcome, and little extras provided.  Attractions with a difference, often with the owner showing us around, are popular.

Solo holidays/travel is a growing market.  There are often more single travellers, than couples, now – especially once our customers get to a certain age.  Last minute mystery breaks is another growing trend (but last minute group reductions aren’t always available!).

Andy Callingham, director of product development & supplier relations at Albatross Group:

I think that we will see confidence returning, following the General Election and with Brexit finally being completed (hopefully!).  Though, of course, there remains some unknowns…and caution, I anticipate that the level of domestic travel will see some growth.  Customers will continue to look for value-for-money packages, with tours including unique inclusions / different experiences and events being sought after.  Though challenges remain, with demand exceeding supply and substantial price increases in certain regions.

British Tourism & Travel Show – free trade registration

British Tourism & Travel Show is taking place at the NEC Birmingham on 25-26 March.  For more information and to register for a free ticket, please visit www.tourismshow.co.uk and use priority code PR1 (direct link: https://eventdata.uk/Visitor/BTTS2020.aspx?TrackingCode=PR1).

###

Media enquiries & press pass requests:
Please request press passes here: https://eventdata.uk/Press/BTTS2020.aspx
Emma-Louise Jones, Head of PR & Communications
t: +44 (0)1273 645134
e: [email protected]
Twitter: www.twitter.com/DiversifiedUK
Website: www.divcom.co.uk

Event enquiries:
Lloyd Jones, Event Manager
t: +44 (0)1733 889 684
e: [email protected]
Website: www.tourismshow.co.uk
Twitter: www.twitter.com/tourism_show
Facebook: www.facebook.com/TourismTravelShow

David Maguire, Group Event Director
t: +44 (0)1273 645127
e: [email protected]

Notes:

Diversified Communications UK (Diversified UK) is a fast-growing trade event organiser and publisher based in Brighton, Peterborough and London.  Diversified UK’s portfolio includes: British Tourism & Travel Show; British Coach Tourism Awards; CDC News; miniplus; CDC Coach Tourism Yearbook; Coach & Bus UK; Euro Bus Expo; routeone magazine; routeone Awards; Accountex; Accountex Summit North; Accounting Insight News; Casual Dining; Casual Dining Awards; Commercial Kitchen; Digital Construction Week, Eco Living Iberia in Madrid, Spain; Eco Life Scandinavia in Malmö, Sweden; GEO Business; London Design Fair; lunch!; MARELEC; Natural and Organic Awards; Natural & Organic Products Europe; NaturalProductsGlobal.com; Natural Products News; Nordic Organic Food Fair in Malmö, Sweden; Ocean Business; Organic Food Iberia in Madrid, Spain; and SITS – The Service Desk & IT Support Show.  For more information, visit: www.divcom.co.uk.

Diversified UK is part of Diversified Communications, a leading international media company with a portfolio of face-to-face exhibitions and conferences, online communities and digital and print publications. As producers of these market-leading products Diversified Communications connects, educates and strengthens business communities in over 15 industries including: food and beverage, healthcare, natural and organic, business management and technology. Established in 1949 and headquartered in Portland, Maine, USA with divisions and offices around the world, Diversified Communications remains a privately held, third generation, family-owned business. For more information, visit: www.divcom.com.