ABTA’s Travel in 2022 report
ABTA’s new report Travel in 2022 predicts holiday trends for next year, and was revealed at the association’s Travel Trends conference on November 24
ABTA has revealed that holidaymakers are 30 per cent more likely to use a travel professional than before the pandemic, according to new research and booking trends from 2,500 consumers.
The biggest growth is seen in the 18-24 age group, of which 66 per cent say they’re more likely to book with a travel professional now than before the pandemic.
Customers are increasingly relying on travel professionals for their guidance through Covid-related travel requirements, and the security of a package holiday.
The report also cites the emergence of ‘catch-up consumers’ making up for lost time during the pandemic with holidays. Almost half (49 per cent) of people questioned say that the pandemic has made holidays more important to them than before.
Many ABTA members have seen a higher percentage of new customers than before the pandemic.
ABTA’s new figures suggest that package holidays will perform well in 2022, with people saying they are 27 per cent more likely to book a package holiday now than before the pandemic. For 39 per cent of people, financial protection is the main reason to book a package deal.
The report also reveals that 46 per cent of holidaymakers are prepared to spend more money on their holidays next year, compared to 29 per cent in 2020. Booking trends from ABTA members suggest these consumers are booking longer stays, upgrading their accommodation (for example from three-star to four-star hotels) and travelling to more expensive destinations.
Popular destinations for next year include Spain, the US, France, Italy and Greece, with bucket list locations like the Caribbean and the Maldives also selling well.
Cruises are also rising in popularity, with 36 per cent of all people questioned (and 46 per cent of families) having been on a cruise – the highest-ever number.
Mark Tanzer, chief executive of ABTA – The Travel Association said:
“Given the hugely challenging trading conditions over the past couple of years, I’m delighted to see people becoming ever more likely to turn to travel professionals to book their long-awaited holidays. Our members have worked tirelessly to provide their customers with expert advice and outstanding service, so it’s wonderful to see this hard work being recognised and rewarded.
“There is still a way to go but, with 61 per cent of people saying that they plan to travel abroad in the next year, we seem to be at the first stage of a meaningful recovery for the sector.”
The report also included a spotlight on sustainability which highlights two trends for next year:
- Sustainable accommodation goes mainstream. Holidaymakers can expect to find more accommodation operating responsibly next year
- ‘Nature positive’ holidays will become more widespread. These actively benefit local ecosystems and leave the lightest carbon footprint possible.
Read the full report here.
Key product trends for 2022
Four travel industry leaders highlighted key product trends in four distinct sectors for 2022, at ABTA’s Travel Trends conference in London
Industry leaders reported on upcoming travel product trends for 2022, including luxury, cruise, youth and silver travellers, at ABTA’s Travel Trends conference.
Luxury travel
Tom Marchant, co-founder of Black Tomato, spoke of four kinds of luxury trips emerging post-Covid:
- Luxury family trips to long-haul destinations like southern Africa, which blend relaxation, adventure and education
- ‘Friendtrips’ that reunite friendships through group travel with friends
- A combination of short- and long-haul trips over the year, with long-haul flights and short-haul slow travel in between, by road or rail
- Visiting ‘butterfly cities’ as they creatively emerge from Covid – perhaps with less visitors to compete with than pre-pandemic
Cruise
Karen Sequeira, a marketing director for Norwegian Cruise Line, spoke on key product trends in the cruise sector:
- There’s a rise in bucket list destination bookings. Europe remains the core business region for Norwegian Cruise Line, but there’s increasing demand for once-in-a-lifetime trips to Machu Picchu, Antarctica and Mexico over the past six to eight months
- People are seeking longer itineraries and more exclusive experiences
- Solo travel is a growing trend after a claustrophobic time during Covid
Youth travel
Rock arch in the Wadi Rum desert, Jordan. Image copyright: G Adventures.
Brian Young, managing director at G Adventures, revealed emerging trends for the youth travel market in 2022:
- 18-30-something travellers go for price-conscious, time-rich trips, with the Southeast Asia circuit and South America being firm destination favourites
- Most trips are 21 days long or more, and travellers are impulsive, departing within three months of booking
- In 2021, the 18-34 age group was the most likely to want to travel abroad, but the least likely to have booked due to the unpredictability of travel restrictions
- After a year of Zoom fatigue and too much screen time, most likely working from home in their bedrooms, young people want to get offline and off the beaten track, and lose themselves in nature
- Freedom and time off is key, even in group tours, but young people want the security of booking with a group tour
Travellers aged 55+
Cat Jordan, communications director at Travelzoo, gave her insights about the seniors’ market:
- For travellers aged 55 and over, there is some anxiety about health risks, paperwork and restrictions related to travel
- There’s a sense of not wanting to waste any more time, which is driving bucket list trips
- This age group is more concerned with travelling somewhere with good weather than younger demographics
- They’re also thinking about insurance, accessibility and availability of doctors
- Trust is more important than price. If they trust the brand, they will repeat book
- Once away, they need to feel comfortable in terms of knowing the protocol related to Covid restrictions, and cleanliness at their resort
- 82 per cent of people aged 55 and over are in favour of vaccine passports