6 Consumer Trends to Act on in 2013
by Maria Lenhart /What will drive consumers’ travel choices in 2013? And who will influence those decisions?
It’s not so much destinations as activities in destinations that will motivate traveler choices, say trend experts.
As for who will make the decisions – it’s younger baby boomers, along with kids under 16, who are today’s demographic powerhouses, they say.
These are among the six consumer trends that trend watchers advise agents to keep an eye on in 2013. Here’s a closer look – together with meaningful advice for travel sellers.
Trend # 1. Showroom experiences
Perhaps as a backlash to point-and-click Internet shopping, consumers are looking to brick and mortar businesses to inject some real-world entertainment into the shopping process, according to Daniel Levine, executive director of the Avant-Guide Institute.
“More brands and businesses, especially in shopping malls, are creating experiential kinds of environments where people can come in to see and learn about products,” he said. “It’s known as ‘showrooming’ – the store is more like a showroom.”
Action tip: Make shopping experiential
Travel agencies that get walk-in business would be wise to find ways to create an engaging, interactive environment as an alternative to Internet shopping, Levine advised.
Trend #2. Looking inward
Consumers are looking for meaningful, life-enhancing experiences when they travel, experts say.
“It’s no longer about racking up the 1,000 places to see before you die, but about embracing wisdom and simplicity,” said Hillary Plank, director-consumer strategist, for Inconoculture, a consumer research company.
“It’s more about fulfilling an interest. Do I want to build up my cooking skills? Do some genealogy research? As a result, it’s not so much the destination that drives choices – it’s the activities you can do there.”
Levine agreed, adding that the economic downturn has had a sobering impact on even affluent travelers.
“People are looking inward at what is really important,” he said. “It’s changing the nature of vacations in that meaningful experiences, including more time with family and friends, are taking priority.”
Action tip: Choose suppliers that get it
Increasingly, the desire for life-enhancing experiences is being recognized by travel suppliers, including hotels, Levine said.
“We’re seeing hotels offering more than just beds, but a whole experience,” he said. “You see it in everything from community volunteer opportunities to cooking and exercise classes.”
Trend #3. Sense of discovery
When it comes to choosing destinations, people are seeking places that are safe, yet off the beaten path, Plank said. They like having a sense of discovery.
“One thing that’s driving this is that technology has made it so much easier to get information on even the remotest places,” Plank said. “The information that people have at their fingertips is making them more confident about going to less-traveled destinations.”
Action tip: Do your homework
Agents need to work harder to stay in front of their clients.
Do your own research and take advantage of available destination and product training so your clients don’t know more than you do about the hot new destinations and travel options.
Trend #4. Value as status symbol
Another result of the economic downturn – and the discounting that resulted from it – is that everyone, even affluent travelers, expects a deal, Levine said.
“The endless comparison shopping and web deals have taught consumers to be tough and to expect more,” he said.
“Getting extra value has become a status symbol – especially in the luxury sector. People like to brag about the deal they got, especially if it’s something that they couldn’t have gotten on their own.”
Action tip: Deliver extra goodies
For agents, this trend means that any upgrades or other perks they can offer clients through a consortium or other exclusive channel will be especially valued, he said.
Trend #5. Targeting younger boomers
Born a little too late for Woodstock, the younger half of the baby boomer generation (ages 46 to 57) are finally getting their share of attention, including from travel suppliers and destinations, according to Levine. They recognize the demographic as one with strong spending power and a desire to reward themselves.
“Growing up in the shadow of their older siblings, younger boomers felt ignored, but now companies are really targeting them,” he said.
Action tip: Craft the message
“The marketing message is that ‘you deserve it’ and ‘it’s time for you to do something good for yourself,’” :Levine suggested. “Las Vegas appealed to this generation with its ‘Take Back Your Vacation’ pitch.”
Trend #6. Kid power
The clout of younger boomers may pale in comparison to the clout wielded by kids under 16. Travel decisions increasingly are influenced by where children want to go and what they and their parents can enjoy together, according to Plank.
“Children and early teens are growing up in families where they have a voice in where the family travels,” she said. “Their parents are Gen Xers who really value family time.”
Suppliers are recognizing the trend, as evidenced by hotel concierges dedicated to the youngest guests, she said. “At the Legoland in Windsor, England, there are even kids on staff to answer questions from kid visitors.”
Action tip: Cater to whole family
“More families want vacations where there are activities that bring them together – it’s not about sticking the kids in the resort’s kiddie camp while the adults do their own thing,” Plank said.
The importance of family travel, including multigenerational travel, is also favoring vacation house rentals over hotels. “A house makes it easier for the generations to hang out together, allowing for different bedtimes and other differences,” she said.