Tui’s bespoke approach
T
ravel has a rosy future but must invest in more personalisation technology
to compete, a Tui boss told WTM ondon. ave Burling, Tui roup chief executive, markets and airlines, said We are continually outstripping economic growth. If European economic growth is , travel is nearly double that. But he warned that to maintain travel’s expansion we have to keep investing and make sure people spend on travel rather than cars; that means constant innovation, constant development.
Burling said digital advances were a key part of his planning, enabling Tui to understand clients’ needs It’s becoming easier to connect with customers in diff erent parts of the holiday journey, he said. Tui’s purchase of Musement in eptember, with its ,000 excursions, tours and attractions, was a major plank of this approach, he said. It allows us to tailor the experience in the destination. He said combining a personalised digital approach with Tui’s size gave it a great advantage. We have the scale to give value for money, but customisation will allow us to tailor the experience to the individual. The package holiday in fi ve to 10 years would follow similar themes of value for money and scale as today, he said, but customisation and personalisation would play a bigger part. Technology will allow us to bespoke the holiday.
Get emotional to deliver results P Dr Hamish McPharlin
ersonal stories are scientifi cally proven factors in helping people remember your travel
brand, delegates learned in a session presented by the BB at WTM ondon. ince 201, the BB’s toryWorks department has been studying how people create lasting memories, including banking’ perceptions of
travel destinations. Using special headsets, the
project monitored brain response to video content. It discovered that the greater the emotion experienced, the greater the memory activity immediately afterwards. The key to branded content is stirring people’s emotions there’s a big response to personal stories,” said r amish Mcharlin, BB lobal ews head of insight. everal emotional peaks whatever that emotion within one video piece works best, he advised, with brand messages delivered straight after each. We think this has great impact for storytelling in general and tourism in particular, he said.
China in top spot ‘by 2030’ C
hina will overtake rance as the world’s largest tourist destination by 200, a leading
research fi rm predicted. peaking at WTM ondon, aroline
Bremner, Euromonitor International’s head of travel, said By 200, hina will be the biggest destination worldwide, overtaking rance, driven by intra-regional demand and middle-class income growth in sia. By 200, hina will also have long established itself as the world’s largest outbound source market. Euromonitor estimates that hina will supply around 20 million outbound visitors by 200, compared to fewer than 100 million today. hina is already the third-largest outbound market, behind ermany at about 110 million and the , in top spot, at around 11 million. Bremner added that behind hina, the other destinations that would be the chief benefi ciaries of growing demand would be Thailand, the , ong ong and rance. Euromonitor expects 1. billion
Tui Group’s Dave Burling
8 wtm insights winter 2018
international trips to be taken this year, an increase of . owever, it highlights a concern that while visitor numbers are increasing in Europe, average spend is falling; a sign that overtourism is becoming an issue. International visitors coming to Europe spent just under 0 per
head this year, compared to 900 in 2009. Euromonitor’s Megatrends report says While the media have jumped on the topic and popularised the term
overtourism’, city tourism boards are coming to grips with a future in which they will be looking to attract the right’ traveller. Thailand has already made moves in this direction, cracking down on so-called zero dollar cheap all-inclusive tours from hinese operators. Euromonitor reports that total arrivals in Thailand this year are expected to increase by ., while tourist spend will increase .. Euromonitor also spotted a long-term
trend related to the an ageing population with less disposable income. Bremner predicted there would be 22 million in social class and 1 million in class E by 200. The industry will suff er from price competitiveness and a search for value, she said. Bremner said young people in the also had less money than in the past, the opposite to sia.
wtm.com
Euromonitor International’s Caroline Bremner
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