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business Essential news, comment and analysis


Rory Sutherland: ‘The prophets of the digital


generation tend to be in the top 10% of the population for wealth and can afford to


make a mistake’


‘Agents have a future but sector’s pricing is dumb’


ABTA 2018 PREVIEW: RESTRICTIONS ON TRAVEL MAY BE INEVITABLE, BUT AGENTS’ DEMISE IS NOT, SPEAKER RORY SUTHERLAND TELLS IAN TAYLOR


Overtourism will make restrictions on popular sites inevitable, says Rory Sutherland, one of the most senior figures in UK marketing and an opening-day speaker at Abta’s Travel Convention in Seville in October.


Yet Sutherland, vice-chairman


of advertising agency Ogilvy, sees a positive future for agents, dismissing forecasts of their


64 travelweekly.co.uk 16 August 2018


demise as “exaggerated”. He warns: “We’re going to have


restrictions on tourism. There is no other solution. ’The jet set’ was 200,000 people in the 1950s. It’s going to be two billion. “Tourism taxes may be necessary


to prevent overcrowding. We may have to tinker with differential pricing for tourists.” He adds: “Italians don’t pay €5 for a coffee in Rome – there is a price for locals.”


Part of the problem, Sutherland


argues, is that “travel is driven by signalling – there is an element of people going to show off”. He says: “I asked a group of


200 millennials, ‘Who has been to Machu Picchu?’ Twenty hands went up. ‘Who has been to Lincoln Cathedral?’ Six hands. Lincoln Cathedral is not less interesting, but if you’re in South America, the sunk cost means you go to Machu Picchu. “It’s almost mandatory now for students to spend three months travelling around Asia or Latin America, and they always try to do


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