YOUR BUSINESS BOOST: TASMANIAN TRAVEL TRENDS FOR 2023

Every new year opens our eyes to emerging travel trends and opportunities for both destinations and tourism businesses. This year I have searched the internet to find what I believe to be the top 50 global trends in tourism, and the top 10 most relevant to Tasmania. You can view the top 50 including sourced articles at https://www. evolvetourism.com/tourisminsights. Below are my top 10 for Tasmania. Enjoy.

OFF-THE-BEATEN-TRACK TRIPS

TRAVELLER INSIGHT:

“The Intrepid Travel Index found 35% of their travellers are seeking off-the-beatentrack holidays.”

OPPORTUNITY: For many, Tasmania is already off the beaten track… but even for those travellers who are more familiar with our island, your local knowledge and experiences can connect travellers with some of those lesser-known destinations. Prepare a plan that embraces blogs, emails, website, social media and face-to-face interactions to share your ‘off-the-beaten-track’ destinations and experiences.

Solo Travel

TRAVELLER INSIGHT:

“According to Skyscanner, 45% of Australian travellers are considering a solo escape this year.”

OPPORTUNITY: Solo travellers have very specific needs and your business should be catering to these needs at every turn. I believe that every website should present pages for various traveller types such as solo travellers. These website pages should share content specifically tailored to the needs of the type of traveller.

This personalised approach will make the solo traveller feel at home with your experience, and grow your share of this high-yield travel segment.

Transformation Retreats

TRAVELLER INSIGHT: “These organised retreats allow participants to connect with the world around them by disconnecting from technology. Choices vary from dance retreats, art workshops, and female empowerment events, to fitness and adventure getaways, plant medicine therapies, and emotional detox.”

OPPORTUNITY: Not every accommodation experience can deliver on the promise of a transformative retreat, but those looking to reposition or expand their footprint should consider targeting this highyield traveller.

Artist Hotels

TRAVELLER INSIGHT: “Catering to travellers looking beyond cookie-cutter hotels for more personal, immersive experiences that touch on their creative spirits. Artists are anyone with artistic and creative pursuits.”

OPPORTUNITY: Tasmania is bursting with artisan creatives who can either shape their own travel offer or partner with others to fuse their creative skills and work within a visitor experience. This can not only differentiate the accommodation offer but increase brand profile and sales for the artist.

Luxury Travel Is Here To Stay

TRAVELLER INSIGHT: “A survey by Booking.com found that 49% of its respondents selected that they are likely to spend more on their next trip to make up for lost time.”

OPPORTUNITY: While the cost of living is rising, recent Tasmanian travel data shows that spend in

Tasmania from the domestic traveller is on the rise. You may seek to position your brand exclusively to the luxury traveller or create more luxurious offers within your broader product range.

Responsible Travel Is No Longer Niche

TRAVELLER INSIGHT: “Hand in hand with a desire to see a destination as locals do, travellers are putting more emphasis on travelling responsibly.”

OPPORTUNITY: Tasmania is committed from every angle to responsible travel with political and organisation support for Tasmania to take a leadership position in this space. Consider not only what actions you can take to evolve your business as a responsible travel offer, but also how you can share the story with travellers both as they consider your offer and in-person while on holiday.

Off Season Travel

TRAVELLER INSIGHT: “Offseason travel is all about avoiding big crowds during peak travel times for tourist destinations, like holidays and summertime, according to Forbes Advisor.”

OPPORTUNITY: We have all witnessed the off-season growth during 2022 led by iconic events and the Tourism Tasmania OFFSEASON campaign. Make sure you embrace the Off Season messages and tone within your communications, and explore how you can shape your experience to differentiate from competitors and support off season initiatives within your region.

VAN LIFE, GLAMPING & STAYCATION

TRAVELLER INSIGHT: “Travel Daily Media report that demand for “SUV camping ideas” increased by 76%, and searches for the term “van life” have risen by 216% since 2018.

The term “glamping” has increased 777% over the past 10 years.”

OPPORTUNITY: Glamping is still in its early stages of development across Tasmania with pods and experiential tents popping up across our island. While glamping may not suit every region of Tasmania, I see growth potential on our northeast, east and south-east coastlines.

Culture Shock

TRAVELLER INSIGHT: “Travellers want to embrace the unfamiliar in 2023 –through extreme immersion and radical itineraries. There’s a growing appetite for new locations and wacky experiences, like hunting UFOs or seeking out the hottest chilli pepper. Booking. com reports that 50% of travellers want to experience a culture shock in 2023.”

OPPORTUNITY: Tasmania, largely led by MONA, events and festivals, has embraced this desire for culture shock experiences within its DNA. Consider if your brand DNA is open to culture shock experiences or at a minimum, make sure your website and social media connect the priority traveller with shock culture moments and opportunities.

“WORK FROM ROAM- THE NEW WORK FROM HOME

TRAVELLER INSIGHT: “Flexible working environments and technology are fuelling this trend.

The traditional thinking was work, potentially paired with a holiday; now, it’s an intentional holiday-first mindset with work in and around it.”

OPPORTUNITY: Consider how your accommodation or experience offer can cater for this growing, often long-stay traveller. Add a specific page to your website for the working traveller, speaking directly to their needs and your offer.

Get in touch with David at Evolve Tourism: david@evolvetourism.com