Amadeus Maps, a leading provider of travel technology solutions for the travel industry, has released its annual Travel Trends research, offering insights into what the future holds for travelers in the coming year. With access to extensive data, industry expertise, and insightful analysis, Amadeus has identified five key developments that aim to create more meaningful travel experiences for the planet, the economy, and the traveler.
Amadeus: Music in the Air
One of the trends highlighted in the research is the rise of music tourism. After enduring months of social isolation during the pandemic, people are longing for connection, and concerts and festivals have become a means to satisfy that desire. Amadeus research indicates that the announcement of tour dates by popular UK rock band Coldplay for 2024 had a significant impact on search and booking volumes in both Romania and Greece. Flight searches to Athens increased by 62 percent in the week the concert was announced, and there was also a notable increase in demand for short trips. Similarly, Taylor Swift’s upcoming tour in 2024 is expected to influence global travel, with bookings to Australia experiencing a significant surge following the announcement of her concerts in Melbourne and Sydney.
“After a period of recalibration and reassessment over the past few years, we are beginning to see a host of new ideas bear fruit across our industry. There is much to look forward to, and Amadeus will be working alongside our partners from across the travel ecosystem to drive change for the traveler, wherever we can,” notes Daniel Batchelor, Vice President of Global Corporate Marketing & Communications at Amadeus.
The Influence Factor: Amadeus Maps
The research also sheds light on the evolving role of influencers in the travel industry. While social media influencers have traditionally inspired others to travel through their content, they are now taking on a more active role as facilitators of direct bookings. Some are even designing and hosting their own group trips, leveraging e-commerce marketplaces to share booking links and process payments directly through their profiles.
Amadeus Future: Flying Taxis, Unattached Minds
Another development to watch for, according to Amadeus, is the emergence of electric skyways. As cities become more congested and air pollution remains a pressing concern, electric vertical take-off and landing (eVTOL) aircraft and flying taxis are being explored as lower-emission alternatives for air travel. German aircraft manufacturer Volocopter plans to provide a fleet of electric eVTOLs for the Paris Olympics in 2024, while other companies like Ecotricity, Toff Mobility, Surcar Airlines, and Joby Aviation are making significant strides in the electric aviation sector.
Additionally, the research highlights the growing impact of Generative Artificial Intelligence (GAI) in the travel planning process. GAI enhances the online travel planning experience by providing hyper-personalized search results and advice. Expedia, for example, has introduced a ChatGPT plug-in that acts as a virtual travel assistant, listening to customer needs and delivering instant hotel and itinerary recommendations with booking links.
And Upgrades for All: Amadeus Maps
Lastly, there is a trend towards offering more affordable and accessible business class fares. Airlines such as Emirates, Qatar Airways, Zipair, Finnair, Air France, and KLM have introduced unbundled business class tickets, allowing travelers to enjoy the perks of premium travel at a lower cost. At the same time, airlines are also introducing more luxurious business class seats for those seeking a more exclusive experience.
As the travel industry continues to evolve, Amadeus remains at the forefront, leveraging its insights and expertise to shape the future of travel. With developments in music tourism, influencer-driven bookings, electric aviation, GAI-powered assistance, and accessible business class fares, travelers can look forward to more enriching and diverse travel experiences in the coming year.
Happy Amadeus Holidays … in Los Cabos
Meanwhile, as the end of the year approaches, Amadeus just released what it sees as the top hotel destination for Christmas and New Year’s travel. According to their data, Los Cabos, Mexico, emerges as the top global destination for holiday travel during this festive season.
The Amadeus Demand360®+ data as of November 27, 2023, indicates that global hotel occupancy for the weeks of Christmas and New Year’s is already at an impressive 23 percent. This represents a significant increase of 10 percent compared to the same period last year. These occupancy levels suggest a resurgence of confidence in travel and a preference for warmer climates among travelers seeking a festive getaway.
The top hotel destinations globally, based on hotel occupancy, are as follows:
1. Los Cabos, Mexico – 77 percent
2. Cape Town, South Africa – 71 percent
3. Phuket, Thailand – 69 percent
4. Cancun, Mexico – 69 percent
5. Honolulu, Hawaii – 64 percent
6. Tokyo, Japan – 61 percent
7. Maldives – 59 percent
8. Sydney, Australia – 58 percent
9. Taipei, Taiwan – 58 percent
10. Kahului, Hawaii – 57 percent
This Christmas vacation season, it appears that travelers are prioritizing destinations that offer sun, natural beauty, gastronomy, and cultural experiences. These preferences contribute to the high occupancy levels observed across the Asia-Pacific (APAC) and Latin America (LATAM) regions. Compared to last year, APAC is trending 8 percent higher, EMEA (Europe, the Middle East, and Africa) 7 percent higher, LATAM 4 percent higher, and NORAM (North America) on par with 2022. Notably, Los Cabos has experienced a remarkable 16 percent increase in bookings compared to the previous year.
Final Thought: Amadeus Maps
The data also reveals that travelers are still booking their accommodations close to their intended travel dates. Booking lead times remain short, with 56 percent of travelers worldwide making hotel reservations within a week of their trip. This represents a 4 percent increase compared to 2022. This trend presents an opportunity for hoteliers to capitalize on last-minute demand and optimize their revenue.
The data enables hoteliers and sellers of travel to identify booking patterns and revenue opportunities, allowing them to maximize last-minute demand while ensuring their properties are well-staffed and ready to provide exceptional guest experiences.
“Christmas and New Year’s is undoubtedly a busy time and we are clearly seeing increased popularity in the APAC and LATAM regions as travelers look to book getaways,” says Katie Moro, Vice President, Data Partnerships, Hospitality, Amadeus.
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