Travellers in 2011 pursue 'selective austerity' and say 'sayonara' to staycations
responsibletravel.com today reveals its annual travel trend predictions for the year ahead, forecasting an age of ‘selective austerity’ as travellers prioritise 'value for experience' over 'value for money'. The website also projects a tapering off in the much-celebrated staycation trend, with a rise in the 'journey junky' instead. Experience for money vs. value for money The 2011 traveller will seek out holidays with added value – but it is extra riches for the memory bank rather than the piggy bank they will be coveting the most, according to responsibletravel.com. The website has already seen a 20% year on year increase in the number of travellers enquiring about homestay holidays which offer authentic local travel experiences without the fancy price tags. This lust for more memorable travel experiences is also reflected in the website’s 31% year on year increase in interest for holidays that involve learning traditional skills and crafts as people crave a little extra something to take home other than just photos and souvenirs. Justin Francis, managing director of responsibletravel.com which celebrates its 10th anniversary next year, predicts: "The traveller will seek out ‘experience for money’ over traditional ‘value for money’. This means that rather than spending a week or two on a beach with a novel, travellers are opting to spend time learning new crafts - skills which they can use when they get home, or reaping more from their holiday by staying with local people in a homestay setting." The first question a travel agent should be asking in 2011 is not 'where do you want to go?', but ‘what do you want to do on your holiday?’ as travellers will be prioritising their hobbies and favourite activities over choice of destination. Consequently we will see niche tourism continue to thrive in 2011. The niche sectors of travel such as walking, volunteering, festivals, spa holidays and many more besides, will become the new mainstream.” Selective austerity will reign supreme... The pressure on travellers’ finances has not disappeared and according to responsibletravel.com 2011 will mark the age of ‘selective austerity’. Frugal travellers have moved on – no longer willing to compromise on what they think is important, travellers will instead choose to save money on everyday expenses in their plight to afford their dream holiday. Travellers may also start to segment their holiday time – choosing to combine cheaper hotels with a more indulgent treat at the end in the form of a wonderful guesthouse or a mind-blowing sightseeing experience. Francis predicts: "Travellers will do whatever it takes to save pennies on the mundane stuff – packed lunches, cutting out the daily latte, rethinking their journey to work, switching to a different energy provider – these small selective cuts to daily living will allow them to pursue their annual dream holiday. We’ll also see the idea of ‘selective austerity’ influencing holiday schedules – travellers will for example, opt for four nights in a cheap hotel so they can afford a few nights somewhere magical at the end, or dine out at local markets in order to afford to stay in a blow-the-budget guesthouse." Sayonara Staycation, ‘hello’ Middle East For the first time in three years the UK dropped to second place in responsibletravel.com’s most popular destinations list for 2010, as travellers once again head overseas in their quest for experiences. Falling behind the warmer climes of Egypt, which topped the list is no surprise, says Francis: "The idea of 'selective austerity' will mean travellers will look to save money in other ways at home so that they can prioritise overseas travel again. People see themselves becoming more of who they are via the learning and discovery elements that overseas travel offers. And with the UK facing an earlier than usual snow covering and plummeting temperatures, I predict this will continue into 2011. Destinations in the Middle East will continue to benefit." However, Francis does not think the extra air miles are a signal of gloom where responsible tourism is concerned: "Travellers understand responsible tourism. They 'get' the fact that you can have a really magical, memorable local travel experience that also gives something back to local communities and environments. And with the increase in popularity of train travel and sites such as www.seat61.com which help travellers book train tickets; they’re realising when they can, that flying is no longer the only option for getting from A to B." Journey Junkies unite Having seen a 20% year on year increase in the number of travellers enquiring about railway journeys the website forecasts an uprising in the 'journey junky'. The journey junky is addicted to slower travel and savours the journey as part of the overall holiday experience. This trend will have important consequences in 2011 according to Francis as it will signal a surge in consumer demand for more efficient booking platforms for train travel. "Booking rail travel to Europe from the UK is still infuriatingly challenging. I look forward to the day when it truly is as easy to book the train from the UK to Europe as it is to catch a no-frills flight." The top ten list 1. Egypt 2. UK 3. Italy 4. Tanzania 5. Turkey 6. India 7. Spain 8. Thailand 9. Greece 10. France Trendy holidays for 2011 Traditional skills and crafts holidays from Ashanti drumming in Ghana to felt making in Scotland. Homestay holidays could involve sharing a meal with fisherman in Thailand or living in a remote Spiti village in India. Railway journeys – Take the Trans-Siberian Express, chug down to Marrakech via Moorish Spain or go from the River Thames to the Red Sea via train. - Ends -
About responsibletravel.com: responsibletravel.com is the world's leading travel agent for responsible holidays. The site offers over 3,500 richer, deeper and more locally distinctive travel experiences that are better for destinations and local communities. Whether you're after an action-packed adventure, a relaxing beach escape or a charming countryside getaway closer to home, there's something to suit all tastes and budgets. Co-founder, Justin Francis had the original idea for the website on his travels through Africa having completed his MSc in Responsible Tourism. He launched the site with backing from Dame Anita Roddick in 2001 and since then has been included in Courvoisier’s The Future 500, Thames and Hudson’s 60 Innovators Shaping Our Creative Future and taken his place on the Advisory Board of The International Centre for Responsible Tourism at Leeds Metropolitan University. Based in Brighton, England responsibletravel.com also campaigns for positive change in the travel and tourism industry. www.iknowagreatplace.com is responsibletravel.com's online travel community website. The site offers local travel secrets to travellers throughout the world. Post questions in our new Q & A, swap your tips and ideas, upload photos and blogs from your travels and look for companions for your next trip. Contact: Krissy Roe or Alex Lyons press@responsibletravel.com 01273 648 519
