BO SVENSSONASSOCIATE PROFESSOR

MID-SWEDEN UNIVERSITY AND ETOUR

Guest lecture

International Master Program

Malaga University 25 April, 2013

TRAVEL TRENDS AND INNOVATION PROCESSES IN THE TOURISM

INDUSTRY

Travel trendsInnovation in tourismResearch and tourism innovationDestination dilemmas

Travel growing forever?

More than 1 billion in 2013

Consequences……people travelling…places they visit

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We are not all the sameHuman choice

Humanconstraint

Communication

Furniture, household apparel, maintenance, Leisure, culture,

entertainment,

Consumption abroad

Food

+Charity

HAPPINESS(according to SOM insitute)

Figure: Change in household consumption 2001-2011

IN 2013 SWEDES WILL TRAVEL TO…1. Gran Canaria

2. Turkey

3. Mallorca

4. Tenerife

5. Egypt

6. Rhodes

7. Cyprus

8. Crete

9. Thailand

10. Fuerteventura

(Source: Ving)

TRAVEL PURPOSE

1. Citybreak 58 %

2. Sun and bath (not charter) 34 %

3. Charter 33 %

4. Cultural trip 20 %

5. Travel with focus on particular hobby 12 %

(Source: Ving)

OLD PEOPLE – GROWTH IN TRAVEL AND EXPENDITURE

WHOP’s (Wealthy healthy older people)

• Couples – children have left home• Rapid growth in numbers (Europe & North

America)• Spend more on each trip• Stay longer• More than one destination on each trip• Culture and nature-based activities• Experience and learn new things• Curiosity - discover

SOME REAL, AND SOME POTENTIAL TRENDS Sun and beach + activity Do, learn (lifestyle) Health/training/diet (lifestyle) Authentic experiences – more interaction with ’locals’ ’Soft’ adventures Everything on the internet – smart phones rapidly more important ”Rating” culture strong, together with tips from friends and family Personal security (criminality, diseases, financial) Environment – does not (yet) affect travel decisions, but

expectations at the destination Expectations on corporate social responsibility (CSR) Human rights, equity, democracy (values also on vacation)