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It’s shaping up to be a banner year for the travel business. If you are a travel agent, presumably you are betting on your clients increased wealth and social media channels to inspire them to book more vacations this year.
Research from global marketing communications firm Strategic Vision shows that 44 percent of companies surveyed in their annual Pulse of the Industry Survey indicated that their clients are optimistic about international travel, and 54 percent are optimistic about domestic travel. This is a major jump from last year, during which just 19 percent of respondents were optimistic about international travel and 29 percent for domestic.
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In fact, this year, very few people are cautious about traveling internationally, just 16 percent.
For luxury travel firms that cater to these travel advisors, this means 2019 could be one for the record books.
“The luxury travel industry is poised for yet another banner year in 2019,” says Peter Bates, president and founder of Strategic Vision, which services the luxury travel and lifestyle industries. “Travel and tourism is already the world’s largest industry—contributing $8.3 trillion to the global economy—and it continues to grow. The combination of social media, affordable flights, greater wealth, and globalization have created a new Age of Exploration. Of course, I should add, as a cautionary note, that in today’s political and economic climate, conditions can change quickly and unpredictably.”
Clients’ financial standings are one of the main factors buoying the industry. More than half of those surveyed indicated that the continued strength of the economy has led to more disposable income. However, high consumer confidence is also boosted by an increased determination to see the world.
“Our clients are always going to travel,” says Lia Bakin, Co-Founder of In The Know Experiences. “Politics, weather, terrorism… it’s all a part of everyday life now. People want to live life and enjoy themselves.”
The idea that clients are determined to travel is good news for destinations around the world but especially those that have been affected by recent tourism challenges, putting them on track to see major comebacks.
There was a significant drop in travel to the Caribbean last year as the region recovered from multiple hurricanes but the future looks brighter. Survey results show that 68 percent of respondents said that clients have planned or are planning a trip. Just 22 percent of those surveyed said that their clients were waiting for specific islands or resorts to recover.
Concerns about Zika have also subsided. Only only 2 percent of respondents said that the virus kept clients from booking Caribbean vacations. In last year’s survey, that number reached 10 percent.
In terms of what trips travelers are looking for in 2019, experiential travel ranks high among clients as does cruising.
When it comes to where travelers want to go, Italy remains at the top of the heap, even when other emerging destinations gain steam.
“Italy remains untouchable,” says Kimberly Wilson Wetty, Co-Owner & Co-President of Valerie Wilson Travel. “Whether a first trip or your 20th, everyone always wants Italy. There is comfort in the consistency of what Italy offers from the great food and wine to amazing hotels and sightseeing, as well as the romance of the Italian people and culture.”
Other trending destinations, which fall in line with other surveys, include Japan, which is hosting the 2020 Olympic Games. Namibia, Botswana, and gorilla- trekking regions like Rwanda are popular in Africa and Egypt is making a comeback. Ireland, like Italy, is a safe destination that traveler enjoy over and over again, and Southeast Asia remains popular for its value and is front-of-mind once again after the soaring popularity of the film “Crazy Rich Asians.”
Also still topping travelers’ bucket lists is Iceland.
“Runaway success shows with Iceland as a backdrop such as ‘Game of Thrones’ created a buzz and an awareness among travelers everywhere. Social media hummed with increased awareness and interest in Iceland and its culture,” says Bell de Souza, vice president and COO of Mansour Travel Company.
