The latest trends
Q3 update
How a viral ad campaign is teaching us to 'life-see', not sightsee
It's hardly a traditional start to a tourism advertisement: "I wouldn't come here to be honest," says an unimpressed resident of Oslo.
The narrator, a 31-year-old man named Halfdan, then introduces viewers to Norway's capital, and complains about its lack of pretension, its easily accessible art like Edvard Munch's The Scream ("Not exactly the Mona Lisa," he notes) and its accessibility. All the while, he strolls through a tranquil cityscape with no queues, crowds or selfie-snappers in sight.
"You can just walk from one side of town to the other in, like, 30 minutes," Halfdan grouses. "Is it even a city?"
Norwegian outdoor tourism campaign shelved over environmental fears
A Norwegian tourism campaign aimed at promoting the country as a destination for outdoor activities has been suspended after warnings that opening up the country’s “right to roam” laws to mass tourism could lead to environmental destruction.
Allemannsretten – which gives Norwegians the legal right to camp, swim, ski and walk freely in nature, regardless of who the landowner is – provides the basis of friluftslivet (outdoor life), seen as foundational to the mountainous country’s culture.
Interest in the Nordic region has risen this summer as tourists have sought cooler destinations amid high temperatures in southern Europe. Photograph: Johner RF/Getty Images
UK adults plan to cut their overnight trip spending on accommodation, eating out and activities
Cost of living impact on UK holidays and short breaks
24% will choose cheaper accommodation
23% will spend less on eating out
Snapshot: Five trends in travel defining 2024
Intensifying heat waves shift travel patterns: Climate change is affecting how people plan their holidays, with rising temperatures likely reducing demand for travel to hotter destinations in the long term.
Blurring business and leisure travel: The growing importance of hybrid work arrangements in talent acquisition and emphasis on work-life balance among employees have created the conditions for blended business and leisure travel to thrive.
The rising tide of overtourism: Popular travel destinations are receiving more visitors than they can handle, negatively impacting the environment, infrastructure, local communities and overall visitor experience.
Luxe for less: Consumers are finding ways to cut travel expenses to cope with the heightened cost of living, but they will still indulge in small luxuries for their holidays.
The growing demand for sustainable travel: Demand for sustainable travel is rising, but consumers feel there are obstacles to incorporating more sustainable practices into their trips.
New AI itinerary planning
Meet Layla, your ultimate AI travel sidekick. Ask her anything you need to know about your planning your vacation, from dreamy destinations to idyllic stays, flights and road trips. askLAYLA will change the way you plan your trips. Forget juggling a million tabs and apps, this is the only AI trip planner you will need.
Unlock the love island experience
Megan Bolton teamed up with VIBE By Jet2holidays for an ad that offers viewers a behind-the-scenes tour of the Love Island Villa. Megan invites her audience to join her on this tour while highlighting VIBE’s ongoing partnership with Love Island and their giveaway of 6 incredible getaways.
Source: https://captiv8.io/blog/2024/06/20/10-influencer-travel-campaigns-to-fuel-your-summer-plans/
@cheapholidayexpert +Travel Supermarket
In a unique collaboration, @cheapholidayexpert teamed up with Travel Supermarket for an exciting TikTok video. She uses a method of rolling ping pong balls to determine her summer travel plans. She narrows down her choices to the 5 cheapest all-inclusive destinations for the summer season.
Source: https://captiv8.io/blog/2024/06/20/10-influencer-travel-campaigns-to-fuel-your-summer-plans/
Digital marketing trends
Holidays in Guernsey searches are up +400% in 2024 versus 2023
Guernsey flute clematis +2,650% in searches
People are starting to search for what to do during Christmas break. In August, 200 people searched for ‘Christmas break in Guernsey’, and that was an 80% increase in the last three months
Source: Google and TPA team
Q2 update
VisitBritain - French campaign
As global attention turns to France for the Paris 2024 Olympic and Paralympic Games, VisitBritain is seizing the opportunity to promote Britain as a visitor destination, rolling out its latest campaign across France to drive growth.
The latest phase of its GREAT Britain marketing campaign in France, called ‘Audacious Kingdom’, invites visitors to come and ‘See Things Differently’ on the most audacious holiday ever, showcasing Britain as a welcoming, diverse and dynamic destination waiting to surprise visitors.
Eurostar - Let the games begin
"Train operator Eurostar has rolled out an Olympics-themed campaign created by Adam & Eve/DDB. Running until the end of the Paralympic Games in Paris on 8 September, the work shows athletes and the public beginning their journey to the Games with Eurostar.
Spanning TV, digital, out-of-home and radio, the campaign features a 20-second film starring the comedian and TV presenter Tom Allen. It shows a train platform transformed into a running track, with Allen commentating and playing a conductor.
Air New Zealand - Extraordinary adventures await
Air New Zealand is inviting Kiwis on a journey to see the world through a new lens, launching the next evolution of its brand through a new campaign, 'Your extraordinary adventure awaits'.
"The new brand direction embodies the spirit of adventure, curiosity, and the limitless possibilities that travel brings. It is a celebration of the unique Kiwi mindset that embraces the idea that, no matter where you start, you can go on an incredible adventure."
UK residents are more likely to pick a trip in the UK - compared to the last 12 months
TOP 5 reasons for UK preference
1. UK holidays are easier to plan (53%)
2. UK holidays are cheaper (51%)
3. Shorter / quicker travel (48%)
4. To avoid long queues at airports/cancelled flights (36%)
5. I want to take holidays in places I am familiar with (29%)
Q1 update
Rise of the multi-gen holiday
Rise of the multi-gen “The lockdown restrictions meant that many families spent more time together over the past couple of years compared to before the pandemic. Many are eager to continue this trend, with interest in family holidays increasing pointing to the rising trend of multi-generational holidays.”
A Supermarket campaign for Travel Supermarket
The campaign aims to put the holiday comparison site top of mind for holidaymakers. Each execution spells out just how abundantly clear it is that the business is a one-stop-shop for comparing and finding the best deals on holidays, car hire, travel insurance and more.
Steve Seddon, CMO at TravelSupermarket added; “Coinciding with one of the biggest holiday booking periods for our customers, the brand-new campaign highlights just how much of a ‘go-to’ brand TravelSupermarket already is in the British consciousness. I love the advert as whilst it demonstrates the breadth of products TravelSupermarket offers, it is delivered by Barry from Eastenders and a ‘talking’ dog!”
New reasons to get outdoors
Take a walk on the wild side! Recent VisitEngland Domestic Sentiment Tracker insights show us that UK holidaymakers are ‘more likely’ to seek out outdoor areas and leisure or sports activities in 2024.
The King Charles III England Coast Path, the world’s longest continual coastal walking route, will fully open by the end of the year – an incredible 2,700-mile (4,498km) trail through the nation’s most glorious beaches, clifftops and seaside towns.
Source: https://www.visitengland.com/englands-2024-travel-scene-whats-trending
Grannies go free. Easyjet
The UK’s fastest growing tour operator easyJet Holidays has launched free holiday places for grans and grandpas, a unique twist on the traditional ‘Kids Go Free’, after new research reveals 51% of families have never holidayed with their grandparents abroad. The first-of-its-kind ‘Grans Go Free’ offer will allow seniors to travel free of charge on family bookings to several European destinations, allowing families to spend more quality time together for less.
Source: https://www.easyjet.com/en/holidays/media-centre/press-releases/grans-go-free
Alternative views. P&O
P&O Ferries' poster campaign tries to win out over faster and more convenient modes of transport by shifting the conversation to comfort.
The ads focused on relatable frustrations that plane and train passengers face. Pointing to the inferior views in the Channel Tunnel, alongside an image of views to the open sea, one poster read ‘The tunnel has a great view if you’re into concrete’.
Source: https://www.contagious.com/news-and-views/campaign-of-the-week-p-o-pillories-planes-and-trains-to-get-people-to-try-ferries
Intended trips drop below previous 12 months
When looking at data from VisitBritain in March, those that say they intend to take a trip in next 12 months fell dramatically, compared to previous month and previous year.