in collaboration with

GLOBETRENDER

Travel Trend Report
October 2020

travel after 2020

what will tourism look likein our new reality?

tableofcontents

Introduction

Creating Travel Content
For Conscious Travellers
Six Trends Shaping Travel
after 2020

WILDERNESS TOURISM#1 Trend: Celestial Escapes

Co-authors

ECO TOURISM#2 Trend: Cultivacations

Damon Embling
World Affairs Reporter, Euronews
Damon is a seasoned journalist,
specialising in travel and tourism.
He regularly reports from key global
industry events including ITB Berlin and
WTM London and moderates high-profile
debates on the future of the sectors.
Most recently, these have included
a special virtual series for Euronews anda debate session for Brand USA Travel
Week Europe 2020. Damon has alsopresented several travel programmes forEuronews, from across Europe and Asia.

NOMADIC TOURISM#3 Trend: Glampervan Journeys

WELLNESS TOURISM#4 Trend: Longevity Retreats

AUTHENTIC TOURISM#5 Trend: Community Immersion

Jenny Southan,
Editor & Founder of travel trend
forecasting agency Globetrender
Jenny Southan is editor and founderof Globetrender, a travel trend forecasting
agency and online magazine dedicatedto the future of travel. Jenny is alsoa public speaker and freelance journalist
who writes for publications including
Conde Nast Traveller, The Telegraphand Mr Porter. Previously she wasfeatures editor of Business Traveller
magazine for ten years.

MINDFUL TOURISM#6 Trend: Co-Working Camps

Conclusion

Contributor

Further Insights

Eva zu Beck
Euronews Travel Contributor

Eva zu Beck is an adventure YouTuberand travel TV host with a communityof 2 million fans across her social media
channels. She travels to countries rarely
covered by mainstream media, and tells
the stories of overcoming challenges insome of the planet’s most remote places.

Follow Us

Thank You

table of contents2introduction
Hit hard by the global Covid-19 pandemic, the travel
and tourism sectors are facing a rapidly changing future.
As brands and businesses look to recover losses, there’s also a need to re-thinktheir offerings, amid changing consumer behaviour and habits. New mindsets,needs, wants and desires – some fuelled by lockdowns – are emerging.

With so much change on the horizon,
there’s lots for the industry to think about
and embrace.
Evolving trends will need to be understood andembedded into services and products and their associated marketing and communication – if providers
are to remain relevant and in touch with the travellerof tomorrow. It is against this backdrop, in a year of
extraordinary change, that Euronews – in partnershipwith travel trend forecasting agency Globetrender – is publishing this Trend Report, Travel After
2020: What Will Tourism Look Like In Our New
Reality?

Rise of responsibility“People are going to make choices in a very different
way. Taking much more responsibility about their decisions and actions while being on holiday or planning aholiday,” says Eduardo Santander, Executive Directorof the European Travel Commission (ETC). “Safety andsecurity will be the most important priority for everybody,for both destinations and travellers. We’ll see that people
are starting to look for a much more customised product.
Consequently, we’ll probably be facing completely new
product development.”

Leading the conversation
As Europe’s leading international news channel,
Euronews is helping to lead the global conversationand debate around the future of travel and tourism.
This is not only reflected through news and programme
coverage, but also the hosting this year of a special
series of virtual debates, dedicated to the future of
the sectors. These sessions have provided a platform
for leaders and thinkers from national, European
and global tourism organisations, to help map out
the coming months and years for an industry that is
crucial to so many economies.
The publication of this Trend Report also coincides
with the launch of Euronews Travel, a brand newvertical, telling the stories at the heart of all thischange. Despite travel almost grinding to a halt in
2020, we discovered increasing audience interest in theimpact of the coronavirus pandemic on the industry.
We saw an opportunity to address a new type of
consumer - the Conscious Traveller - with thelaunch of the new editorial offer, tailored to those
who want to see the world in a different way. Those
who are hungry to generate unique experiences
and memories, but not at the cost of the planet andlocal communities.

introduction

Photo: Green People

New trends
With the Conscious Traveller at its heart, this reportseeks to explore how consumer behaviours are changing and to highlight the trends that will impact
the industry for the months and years to come. Our
research highlights six emerging trends within
existing travel and tourism themes: wilderness(celestial escapes), nomadic (glampervan journeys),eco (cultivacations), wellness (longevity retreats),
authentic (community immersion) and mindful(co-working camps). Whether it’s star-gazing in
Namibia and Bolivia or mixing the wild beauty of theScottish Highlands with some nature conservation, an
earthly connection is a big part of consumer desires.

...

3

introduction“I think everyone has been forced to take stock and look at
the bigger picture and look at what is actually relevantto them,” says Chris Mears, Chief Executive of the African
Travel & Tourism Association (ATTA). “From a tourism
and leisure perspective, I think people are going to continue travelling. They might not travel as frequently as theyused to and what they might do is longer trips. Spendlonger in one destination, so that they can really actually
get to know it.”All this means extended experiences such as trekking
across the Moroccan desert for months, or taking an
ultra-slow rail adventure, are set to grow in attraction.

Rethinking tourism
The rising interest from tourists for new, naturebased experiences will also open-up new opportunities for rural areas, which historically have had tofight harder for a slice of the travel cake.
UN Secretary-General Antonio Guterres says there’s
now a chance “to rethink how tourism interacts with oursocieties, other economic sectors and our natural resourcesand ecosystems; to measure and manage it better; to ensure
the fairer distribution of its benefits and to advance thetransition towards a carbon-neutral and more resilient
tourism economy”.

“We advocate for a transformative, regenerative process.
It’s only in the darkness that you can see the stars. There
are a lot of lights out there, we just have to follow theright ones.”
What do the trends we have identified mean for
travel and tourism leaders? Just because there is a
global pandemic and a climate emergency, it doesn’tmean people have stopped thinking about their own
personal needs and happiness. On the contrary.
Although most tourists hate to think that their presence is damaging in anyway, in 2021 and beyond,the priority for most people will be to experience
freedom, a change of scene, and time with family
and friends. Support from travel companies will bevital for years to come – whether it is in the formof rigorous hygiene measures, carbon offsetting
on the customer’s behalf or guaranteeing fully flexible
bookings.
The Conscious Traveller of tomorrow doesn’t wantto make sacrifices or be a martyr – they have spent
the best part of a year being grounded so it’s important toremind people that travel is a reward they have earned,
and that the industry is becoming more responsibleon their behalf.

METHODOLOGY
A variety of research and analysis methods
were used in the creation of this Trend Report.
The six trends, identified by Globetrender as
being the most relevant for 2021 and beyond,were based on in-depth qualitative research,in the context of current STEEP (social,technological, economic, environmental& political) forces.

Photo: Clarisse Meyer

Combining work with travel has also been identified
as a major trend. The digital nomad can now operatefrom almost anywhere in the word, provided they havewifi access. As a consequence, “Co-working Camps”
are springing up in exotic destinations, enabling loversof travel to combine exploring with the 9 to 5.

The six themes were informed by conversations,perspectives and analysis arising from a recent
series of virtual debates on the future of travel,
hosted by Euronews, against the backdropof the global pandemic.
The six case studies were based on remote
video interviews with key representatives fromeach of the countries featured: Japan, Bulgaria,
South Africa, Scotland, Morocco and India.

A ‘regenerative’ future“Obviously, everybody wants to have travel and tourism
back, it’s not a question of that, it’s about how you want theindustry to be,” says the European Travel Commission’s
Eduardo Santander, as he ponders a post-Covid future.

introduction

Interviews were also conducted with theEuropean Travel Commission and the African
Travel & Tourism Association. Other sources
consulted included social media analytics,
industry data, UNWTO reports, the Ipsos
Affluent Survey & the GlobalWebIndex (GWI).

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creatingtravel content
for conscious
travellers
Time to reframe how we look at travel.
Euronews Travel is Euronews’ new digital destination aimed at a European
audience of people who travel to discover new places, cultures and encounter new
perspectives. Here, Eva zu Beck, Travel content Creator, social media influencer
and Euronews Travel Consulting Editor, gives her take on where travel and tourism
are headed post-2020 and what it all means for the platform’s editorial offering.

What’s the reaction been on social
to the pandemic and its impact on travel?
Eva zu Beck: Everybody knows that some behaviours thatused to be completely normal in the past are not going to
be around for the foreseeable future. For example, things likecountry-hopping and weekend trips. They’re not something that
influencers are advertising for or advocating at all these days.
I think there is generally a mood that everyone’s aware that thenext trend is going to be slower and more sustainable travel. So,for example, purchasing a ticket to Mexico nowadays doesn’tmean that you will go to Mexico and then from there, fly to
Brazil or some other place in South America. Not at all. In fact,
you’re going to stay there for a while and do a deep dive into
the country.

Is it time for a big re-think?
Eva zu Beck: I think the whole pandemic situation has been a wake-up call, the factthat airlines have been doing so poorly, has kind of shown us that maybe there
is a different way to travel. A way that doesn’t rely so much on flying and doing
travel quickly, but rather maybe doing road trips, investing in an alternative, more
eco-friendly, more planet-friendly and more authentic local way to see places andexplore cultures.
One kind of reality that I’ve been confronted with as a social media creator in travelis that people have felt frustrated about seeing influencers jetting around theworld, promoting lovely destinations, going from one place to the next. Almost
promoting quantity over quality. What we’re seeing now is definitely a move in the
opposite direction. People are still hungry to travel but I’m seeing adaptation.

creating travel content for conscious travellers

5creating travel content
for conscious travellers

How will the industry adapt?
What will be the focus for consumers?
Eva zu Beck: I think there is definitely going to be moreof an emphasis on things like remote travel, wilderness
travel, going out camping and hiking, exploring nature on
your own two feet or a bicycle. I think another trend we’rereally seeing, and that we’ll see more of, is tour agencies
and companies advocating for longer experiences. So,for example, instead of checking out three different cities
in Morocco over a week, maybe the new proposition will
be to stay with a family in the mountains that’s more
remote and you can really absorb the culture.
What I am really hoping to see is that those in the industry
who do survive will be the ones who promote a slower,
more sustainable way of travelling. I don’t think that weshould go back to pre-pandemic levels.

What does this all mean for your editorial approach
at Euronews Travel?
Eva zu Beck: A lot of the content themes that we’re focusing on reallyrevolve around this idea of conscious travel, that consumers deeply evaluate
their travel choices. To think about how the journey to their destination will
impact the planet, but also how their choice of travel agent or destination
affects the local culture or community.
The kind of stories that we are sharing are more centred around wilderness
travel. We’re also showcasing things like local foods that people may nothave thought about trying. Also sharing alternative accommodation ideas,such as renting homes or staying in tents.
We’re even trying to encourage people to reconsider their lifestyles. We’refocusing on people who are sort of ‘van-lifing’ their way across the world
or living off-grid, installing new kinds of power sources in their holiday
homes, that sort of thing.
It’s about reframing how we look at travel – it should be less of a commodity andmore a tool for personal growth and enlightenment.

Photo: Eva zu Beckcreating travel content for conscious travellers

6

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six trends
shaping travel
after 2020
WILDERNESS TOURISM

ECO TOURISM#1 Trend:
Celestial Escapes#2 Trend:
Cultivacations#3 Trend:
Glampervan Journeys

WELLNESS TOURISM

AUTHENTIC TOURISMMINDFUL TOURISM#5 Trend:
Community Immersion#6 Trend:
Co-Working Camps#4 Trend:
Longevity Retreats

6 trends shaping travel after 2020

7

NOMADIC TOURISM

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#1

wilderness
tourism
After months of cabin fever, there is a universal hunger
for wide-open spaces. In the US, for example, stateand national parks have experienced huge influxes ofvisitors post-lockdown, and the trend is set to continue
in 2021 and beyond as time spent in the wilderness
is felt to be an antidote to modern urban life.
With constant “noise” from our cities, as well as the news
and social media, the search for silence will be a toppriority. Non-profit organistion Quiet Parks International
will be leading the way with its mission to protect placesof natural peace – in 2020, Yangmingshan National Parkin Taiwan became the world’s first Urban Quiet Park.
With ever-greater numbers of tourists, the numberone priority will be to preserve wilderness locations,
imposing immediate caps on visitors if necessary.

#1 - wilderness tourism

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TREND #1

celestial
escapes
A combination of on-going pandemic anxiety and over-technologised
living has meant that re-connecting with the natural worldis becoming increasingly important.

For the Conscious Traveller, finding
space from crowds in beautiful
natural environments will be highon the agenda in 2021 and beyond.
Within the Wilderness Tourism theme
there are numerous subtrends –in this case we are highlighting
Celestial Escapes.
As the world becomes more urbanised, finding night skies that are
unpolluted by artificial light is getting
increasingly harder. Up until now,
most people plan holidays aroundwhat they do in the daytime but as
the call of the wild becomes more
pronounced, post-dusk experiencessuch as campfires, starlight cinemas,
astronomy classes and sleeping under the heavens will become more
popular.
Anticipating demand for Celestial
Escapes, luxury travel company Black
Tomato can arrange for stargazing
holidays to Namibia’s Dark Sky
Reserve (the only one in Africa) and
Bolivia’s Salar de Uyuni salt flats.

SOCIAL MEDIA
VIEW
Social media influencers have beenpromoting wilderness travel in2020 partly as a solution to deal
with the difficulty of urban travel.
A common trend is to promote
destinations which facilitate social
distancing, and which offer a
respite from the stress associatedwith the pandemic. Beyond 2020,
this trend could lead towards anincrease in interests around hiking,camping or even survival, as partof the wider wilderness travel
theme.

#1 - celestial escapes

Photo: Namibia, Black Tomato

At the latter, guests stay in dome tents right on the lunar
terrain. Meanwhile, at the Amanjena hotel in Morocco, Aman
has introduced a new “Into the Wilderness” experience in
the Agafay desert that gives guests the chance to eat a
Berber-style dinner in the light of the stars.
What’s motivating people? Tom Marchant, co-founder ofBlack Tomato, says: “These days people are looking for escapes,
and looking at the stars is a window into other worlds. People
have been losing themselves in the night sky since the beginningof time and this is no exception – stargazing is a way of discovering ancient methods of navigation, advances of modern
science, and the ability to dream all at once.”

What is the impact for marketers?
With space tourism on the horizon, the celestial escapes trend
can be used as a segue into talking about life beyond Earth andunique after-dark experiences. The Conscious Traveller wants to
get out there, amongst the wilderness, closer to nature, so thetime is now for marketers to create and promote ‘out of thisworld’ experiences which not only amaze and satisfy, but also
create lasting memories.

9CASE STUDYS
WILDERNES
TOURISM
THEME #1

going wild
& giving backEscaping to the wilderness, while also giving something back.
That’s the driving force behind Wildland, which has a 200-year
vision to preserve and conserve the rich natural heritageof the Scottish Highlands.

It’s appealing to the Conscious Traveller,
hungry for new experiences that are both
raw and rewarding.
“What we have noticed is a great embracing of the landscape by guests, looking
to create experiences that help immersethem in nature itself,” says Lavinia Turner, from
Wildland. “Be it staying in a remote bothy[hut], to having a picnic on a hill to morenatural activities. Things like walks with aranger and wild swimming.”
Photo: Visit Scotland

Wildland has 12 sprawling estates inthe Highlands. It offers accommodation
designed for all budgets, ranging fromremote bothys and lodges to luxurious
boutique hotels. It’s currently renovating acastle on Loch Ness.

of habitats. Not just land, but also architecture. So a complete
regeneration. It’s very much about creating a landscapewhich is full of hope for the future.”“You can head out with a ranger, learning about the habitat,
about the wildlife,” adds Lavinia, as she explains the role
visitors can play. “Also, we look for help to restore some of
our locations and landscapes, even down to general tidyingup, looking after our peat lands.”“We’ve been looking to create a kindred
emporium of ‘beyond ordinary’ experiences for travel and hospitality. Simplifying,
going back to nature, going back tobeautiful property, beautiful landscapesand looking at the restoration and thepure enjoyment of those,” explains Lavinia.

Scotland has long attracted first-time and repeat visitors with its
wild and rugged beauty, but now it’s about having that deeper
connection.

Wildland, owned by a Danish businessman, is ploughing all its revenues into
realising this ambition. Its ethos is allowing nature to “heal, grow and thrive.”“We refer to things like forest bathing, the growth in open
water swimming. People are developing an almost spiritual
attitude to engagement with the wilderness,” says Chris Greenwood, Senior Tourism Insight Manager at Visit Scotland.
“Life is stressful enough. People want that escapism and theywant to do that in pristine environments. But it’s more thanjust the wilderness, it’s that connection to culture, heritage,
seeing the real destination.”

Lavinia says: “We want to look after landscapes that have been decimated bydeforestation, where species have been
lost and where there’s been an erosion

Photo: Visit Scotland#1 - case study

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#2

eco
tourism
According to the International Ecotourism Society,ecotourism is “responsible travel to natural areas thatconserves the environment, sustains the well-being of
the local people and involves education”. It takes many
forms, and has been a type of travel that has grownin popularity over the past decade.
In the wake of the pandemic, people will be thinking far
more carefully about the way they travel, and seeking
out hotels and companies that are doing everything they
can to minimise their impact on the planet. We can also
expect accreditation to gain prominence, as consumers
look for reassurance from legitimate “eco tourism”
and “carbon negative” certifications.

#2 - eco tourism

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TREND #2

culti
vacationsEver since Swedish climate activist Greta Thunberg came on the scene
and the term “flight shame” entered common parlance, the term
“Eco tourism” has taken on new meaning and significance.

Doing a bit of volunteer work and washingin an outdoor shower by no means goes
far enough when it comes to travelling in a
way that is “ecologically” kind to the planet. Can travelling ever be zero-impact? Or
better still, have a positive impact? It’s a big
challenge but thanks to pandemic-induced
travel bans, there is a chance to start afreshand do things better in the years ahead.
In this Trend Report, from the viewpoint of
the Conscious Traveller, we are looking at
an emerging Eco tourism sub-trend that wehave called “Cultivacations” (a portmanteauof “cultivation” and “vacations”). In the ageof Covid-19, there has been a clear shift
towards learning how to grow, connect
with the earth and make things by hand(just look at how gardening and breadmaking took off during lockdown).
This, combined with a desire to steer
clear of crowded cities in favour of morerural and forested settings (where therisk of contagion is lessened) will see arise in travellers seeking to spend time on
farms, ranches and self-sufficient hotels
where they can harvest vegetables, forage
and discover the joys of agriculture.

SOCIAL MEDIA
VIEW
Eco tourism has been trending onsocial media more than ever, thanks
to increasing conversations aroundclimate change and the slower pace oftravel imposed on us by the pandemic.
Influencers in the travel space are
increasingly getting questioned on theirenvironmental practices, and “flightshaming” is not uncommon. In the
future, these conversations are likely
to become louder and more dominant
on social media, as Conscious Travellers
begin to highlight environmentallyfriendly tour agencies, hotels anddestinations over all others.

Photo: Hoshino Resorts

Places that are manifesting this trend include Hoshino Resorts’ Risonare
Nasu in Japan, which opened in 2019 is a working organic farm; and theNewt in Somerset (UK), which is a country house hotel that has incredible
gardens. (In 2021, between April and September, it is offering “Great Garden
Escape” day trips from London by train.) Also operating in the UK is culinary
adventure travel company Sorn, which arranges “epicurean adventures”
that include learning how to smoke trout and identify edible mushrooms, for example.
The Torgglerhof Apple Hotel Italy, meanwhile, is a high-end, farmcumhotel that gets people fruit picking and riding around in tractors.
It also produces it own sparkling apple wine. A spokesperson says:“We are convinced that the great approval for agrotouristic concepts
roots in people’s growing interest in escaping stressful urban environments and common daily routines.”
In Sweden, Stedsans in the Woods is a self-sufficient lakeside hideout with wooden cabins and its own permaculture plots for growing
food. Co-founder Flemming Schiøtt Hansen says: “Next year we will
expand our concept doing retreats reconnecting people with nature.
We will offer talks and cooking classes, take people foraging and forest
bathing, get them to help in the gardens, do cacao ceremonies and sitaround a fire.

#2 - cultivacations

What is the impact for marketers?
Eco-minded travellers are looking for so much more than tokenistic attempts to woo them in. For marketers in this sector,
communicating experiences that have a genuine connection withnature is now even more crucial. It’s about making that link tothe food we eat and promoting experiences that allow travellers
to immerse themselves in the landscape and to get to grips with
agriculture. In some cases, to also help revive traditional methodsof farming that may be at risk of disappearing. Travellers want toknow how they’re leaving a positive footprint. This is also about
educating people how to live more sustainably.

12CASE STUDYECOTO U R I S M
THEME #2

eco-minded‘goat villages’

If you are keen to do something for the planet and escape the hustle
and bustle of urban life, how about heading for the Himalayas?

The Indian state of Uttarakhand, visitedfor centuries by Hindu pilgrims, is pioneering a new blend of eco, agro and rural
tourism.
At around 7,700 feet, you’ll find eight “GoatVillages” run by an organisation whose mission it is to inject new life into abandoned
communities and help reverse the migrationof farmers.
The Green People offer farm retreats andhomestays where visitors can immersethemselves in basic lifestyle experiences.
Goat farming and other agricultural practices are being revived, with economic,
environmental and conservation benefits
at the heart of it all.
“These are remote areas, most of them arewithout electric and roads,” explains Shiv
Raj Singh, Owner and Managing Director ofAtithi Voyages, which promotes the Goat
Villages to travellers.
Different types of Goat Villages are on
offer, including the “Goat Village Hideout”– where you can work within the local
community. “Visitors can stay as long as theywant and pay what they feel is justified. They
can also not pay and help work here, giveback to society and to the local farmers inthis particular way,” says Shiv Raj Singh.
“People can come in, bring their own ideas.

Photo: Green People“They could be co-hosts, they could be managers, they can help build homes, keeping theecological balance and eco tourism in mind.”
The impact of the global coronavirus pandemic
could ultimately bring more conscious, ecominded travellers to this remote part of India.
“They will want to get into the deepest roots ofthe civilisation that has been one of the mostancient and to try to understand the evolutionof humankind and how we have walked overeverything,” Shiv Raj Singh predicts. “Whether it’snature, whether it’s climate change, you know thecomplete degradation of society.”
The Green People organisation is also encouraging farmers to grow local produce by helping
them to get their goods into the food supply
chain.

Photo: Green People#2 - case study

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#3

nomadic
tourism
The point-to-point holiday, whereby travellers fly toa single location and then return home, will be rivalledby an emerging trend for trips that take in multiple
domestic locations, occur at a slower pace, and are
as much about the journey as the ultimate destination.
onnected to the trend for digital nomadism that sees
people able to work from anywhere, annual leaveallowances will become far less restrictive, allowing
holidays to last longer.
In the future, being “on the go” will be a far morecommon state, be it among untethered Gen Z singletons,
millennial professionals who can earn a living froma laptop or free-from-responsibility retirees. Healthconcerns are also motivating more and more people
to buy cars to replace public transport – althoughworse for the environment, this will give
way to a boom in road trips.

#3 - nomadic tourism

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TREND #3

glampervan
journeys
Nomadic tourism is a theme we have chosen to focus on
because of the dramatic, global shift to remote working, which
in turn will see many laptop-centric professionals able to workfrom anywhere (“workations” will be a buzzword in 2021).

It also ties in with the surge in domestic travel as a consequence of Covid19 border restrictions, a desire forpost-lockdown freedom, and the riseof the sabbatical as a consequenceof redundancy or simply a change indirection.
Because the safest way to travel
during the pandemic is in your own
vehicle and the fact that, for many
people, leaving one’s own country is
too difficult, unsafe or expensive,road trips will boom. Inspired by thenomadic #vanlife lifestyle concept(the phrase has appeared more than
8.3 million times on Instagram), at
the more upmarket end is the trend
for Glampervan Journeys.
In Europe, Indie Campers offers thelargest fleet of rental caravans andmotorhomes on the continent, withpick-up points in more than 40 cities.
Demonstrating that demand has
been increasing, in summer 2020,

SOCIAL MEDIA
VIEW‘Vanlife’ might just win the titleof 2020’s most popular buzzword
in travel. As remote working rosein popularity during lockdown, theconcept of working while travelling
has suddenly become realistic forwider audiences. With this in mind,
and with more and more travel
influencers choosing to pursue
extended road trips in their own
vehicles, this trend is likely to bepart of the mainstream for a longtime to come. We might even see
a rise in popularity of more niche
travel styles: bike packing, sailingor motorbiking.

Photo: BowlusRoadChief, EndlessHighways Performance Edition

the Financial Times reported that bookings were up 350% compared with theyear before. At the same time, US-based peer-to-peer RV rental marketplace RVshare says it has experienced a 166% year-on-year increase inbookings this autumn (September-November 2020).
RVshare spokeswoman Maddi Bourgerie says: “RV [recreational vehicle] andcampervan travel has been a growing trend over the past few years. However,buying a recreational vehicle isn’t plausible for most. Peer-to-peer platforms such
as RVshare have made renting a campervan more accessible. Due to the pandemic, travellers are now more aware of RVs as an option. As consumer priorities
change, RVs are a perfect option for reconnecting with nature, discovering
domestic destinations, and making unique memories with loved ones.”  
For those with a sizeable amount of budget (£75,000/€83,175 in this case),
the new GlamperRV Business Line is a new luxury RV with “business class”
facilities such as mobile wifi and a Nespresso machine. Then there is the
cutting-edge Niesmann+Bischoff’s iSmove (€90,870) which has five-star
hotel-style interiors including a proper kitchen and shower room, andBowlus Road Chief’s “Endless Highways Performance Edition” RV (US$225,000/€189,590), which has its own Bluetooth power system for going
off-grid. Airstream trailers will also be making a comeback – for example,
Autocamp is opening a stylish Airstream glamping site in Cape Cod, US,
in 2021.

#3 - glampervan journeys

What is the impact for marketers?
Consumers who may never have considered hitting the road ina van are now doing so, helping to fuel this sector of the travel
market. For marketers, it means spreading the word about roadtrip routes and itineraries to those hungry for an adventure: what’s
out there, where and what you need to make it happen. Creative
story-telling depicting nomadic experiences help to create a buzz.
Highlighting ways to rent RVs in different parts of the world isanother way to connect with this kind of traveller.

15

CASE STUDY

NOMADICTO U R I S M
THEME #3

living like adesert nomad

If you want to truly experience nomadic life, then the Moroccan
desert provides escapism from the well-trodden tourist trails.
Here you can go back to basics, trekking for months with justcamels and local guides for company.

“What this journey has really given me is asense of intense connection, connection
with the earth,” says Edinburgh-born Alice
Morrison.
She’s taken on a seven-month journey of
discovery, trekking 4,000 kilometres acrossthe desert and mountains of Morocco,
accompanied by camels and guides. Alicehas fully embraced a nomadic lifestyle.
“We need to have water to drink, we needplaces to graze the camels, the right kind of
herbage. When it’s a hot, a tree with shadeis the best thing you can ever find, whenit’s cold you feel it,” she explained, during
the final leg of her journey. “It’s very simple,
everything is so simple. I find that simplicity
is extremely enriching. It sounds like you’retaking things away but in fact you’re gaining.”
Morocco-based Desert et Montagne organises this kind of long experience, fortravellers and adventurers from all sorts ofbackgrounds.
“Often, we have people who are looking forsome sort of retreat, to find inner-peace orto achieve a new experience or challenge.
We also have groups looking for a therapeutic atmosphere, to heal personal problems,”

Photo of Alice Morrison, during a Desert et Montagne journeysays Jean-Pierre, from the company. “Nomadic journeys open
up a new way of travelling, like crossing oceans in sailing boats.
A great journey of a lifetime.”
Amid the rise of digital nomads, with more people choosing tomove abroad to work remotely, the desert could also become
the new office for some.
“It might be possible to do distance work because the internet isoften available in some places,” explains Jean-Pierre. “Furthermore, we can assist with working materials for the long journey.”
But for Alice: “The whole business of exploring means that yourlife is full. Seeing new things every day, meeting new people,
learning about a new way of life. After two weeks on the road,you’re really settled into a new routine and your mind has emptied of all the stress, the noise and hubbub of everyday life.”

Photo: Desert et Montagne#3 - case study

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#4

wellnesstourism
Travel has, for centuries, been seen as a gateway
for personal betterment – from accessing the healing
powers of water in European “cure towns” to signingup for yoga retreats in India. In the viral age, thequest for improved health and immunity will be a
powerful motivation for tourists globally, who will
be seeking out places that boost their wellbeing.
In 2021 and beyond, we can expect beachgoers to be
swapping sun and pina coladas for shade and coconut
water. Even if visitors aren’t specifically travelling fora detox or bootcamp experience, they will want tobook trips that leave them feeling better than before
when they return home. Some will also be willingto go to extremes for radical physical overhauls.

#4 - wellness tourism

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TREND #4

longevity
retreats
Wellness tourism has been one of the most significant shifts
the industry has seen in traveller motivation over the last few years,
and as the Conscious Traveller becomes even more aware of their own
health and mortality, this trend is only going to keep on growing.

According to the Global Wellness Institute, wellness tourism will be worth US$919
billion by 2022, representing 18% of all
tourism globally. In this Trend Report, weare choosing to focus on the fledgling
sub-trend for Longevity Retreats, a niche
but important facet of wellness tourism
that many spas, overseas clinics, healthfocused hotels and travel companies will
be wisely tapping into.
Just as modern life with all its stresses
and strains has been pushing people totravel for physical transformation; the pandemic is also reminding people of their ultimate vulnerability as humans with a finite
amount of time on the planet.
The world’s “Blue Zones” (found in Greece,
Sardinia, California, Costa Rica and Japan)
are places that have been identified byexperts as places where people live thelongest. In the future, these will become
hotbeds for longevity tourism.
On the Japanese island of Okinawa, forexample, the Halekulani hotel has alreadybeen offering “Secrets of Longevity”
retreats, while in Puglia, Italy (not far from
Sardinia), luxury hotel Borgo Egnazia isselling Blue Zone-inspired “Longevity
Programmes”.

Photo: Borgo Egnazia, Vair Spa

Other frontrunners of this trend include hotel-clinic Buchinger Wilhelmi on
Lake Constance in Germany, which launched an “Immunity+” programme
in September 2020; Revivo in Bali; and the forthcoming Zulal Wellness
Resort in Qatar which will be a “full-immersion wellness destination”
when it opens in Q2 2021, and also the world’s first centre for traditional Arabic Islamic medicine.
Over in Switzerland, Clinique La Prairie’s Revitalisation Premium programme claims to provide the world’s most advanced (and possibly mostexpensive) anti-ageing and longevity treatment. It costs CHF 40,200(€37,321).
Simone Gibertoni, CEO of Clinique La Prairie, says: “The Covid-19 pandemic is inspiring all of us to be more conscious of our health, and seems
set to drive demand for holistic wellness travel in the long-term once
restrictions allow this. At our clinic in Montreux, our clients are increasingly
seeking preventative and longevity-based wellness treatments, and we expect interest for these types of treatment to grow still further. At Clinique
La Prairie, we believe that our health is our true wealth. We have integrated
DNA testing into our signature programmes since 2018 and are now taking
a particular interest in research on microbiota and senescent cells and theirmarkers to determine how they can be used to promote longer lifespans.”

SOCIAL MEDIA
VIEW
The wellness tourism space is still ripe
for the taking on social media: travel
influencers rarely address wellness,while beauty influencers, even as they
travel, rarely address local culture.
This niche provides an opportunity
to attract audiences from boththe health and beauty and travel
segments, and cover a vast range ofsubjects, from hyper-local and natural
medicine, to luxury spa destinations.

#4 - longevity retreats

What is the impact for marketers?
The fast-growing wellness sector will become even more important after 2020, with the Conscious Traveller thinking about
their health more than ever. Positioning of wellness services is
set to change from indulgences to necessities, with travellers
prioritising fitness, stress-relief and therapeutic treatments. With
health concerns being at the forefront, marketers will need toemphasise the scientific credentials of their wellness offerings,
whilst also reassuring consumers about hygiene measures.

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CASE STUDYW E L L N E SS
TO U R I S M
THEME #4

bulgaria’s
natural medicine

Spa tourism is at the heart of Bulgaria’s tourism offering. Home toan abundance of thermal waters, with 1,600 springs dotted throughout
the country, it’s keen to seal its slice of the global wellness market.

“Provoked by the Covid-19 outbreak, healthand wellness tourism is becoming more andmore important,” says Bulgaria’s Ministerof Tourism, Mariyana Nikolova.
“The effects and healing results of water
therapy have been researched in depth andproven. There are already agreements inplace with German health insurance funds,
making available to German citizens ourresorts for recreational and recovery tourism in Bulgaria.”
Head west and you’ll find Kyustendil, known
as the “town of springs”. The area is said
to have once been a gathering place fortired Roman warriors, coming for treatment,
recreation and entertainment.
The Strimon Garden Medical Spa Hotel isdrawing on this history to offer a range oftreatments and therapies, using natural
resources.
“Most of the people come to relax, butsome of them are coming just for prevention
or using our services to cure some diseases.
Our water is very good for immune systemdiseases,” explains General Manager
Stanislavs Tsvetkova.

Photo: BrandBulgaria.eu

The hotel, which typically welcomes small groups
from northern Europe and Israel, is now planningto expand its spa facilities and services. “It is the
future of tourism,” says Stanislavs.
But a new breed of visitor is likely to want morethan just a spa experience when they visit a
country. “I think that the traveller of the future,especially considering the current situation andthe changing perceptions about tourism andtravelling globally, will be interested in so-called
individual visits, individual packages,” says Mariyana Nikolova. “For example, a combination ofmountainous climate and conditions and mineralwater treatments. On top of these, traditionalsights and cultural tourism as well.”Photo: BrandBulgaria.eu#4 - case study

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#5

authentic
tourism
In the Instagram age, authenticity has become
an ideal to be aspired to, particularly when somany aspects of Western people’s lives are
curated and seemingly flawless online. Whenit comes to travel, visitors don’t want to visit
identikit resorts that are disconnected andsterile. They want to immerse themselves indestinations and experience something “real”.
Engaging with local communities in a safe andrespectful way will be an important aspect,with tourists keen to learn and form humanconnections. When it comes to authentic
tourism, travellers also want to leave a positive
footprint – to give something back – whether
that is paying direct or volunteering.

#5 - authentic tourism

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TREND #5

community
immersion
In 2019, travel and tourism contributed US$8.9 trillion to the global
economy, according to the World Travel and Tourism Council.

Although it was responsible for giving 330
million people jobs (one in ten jobs globally)
the global pandemic has meant a lot ofthese have been lost, and the way themoney flows through the industry meansthat a lot of the time, the poorest people
in many countries don’t directly benefit
from foreign visitors.
To make travel truly ethical and sustainable, using tourism to alleviate poverty
should be a top priority. By creating
opportunities for outsiders to have directcontact with local communities (when it issafe to do so, post-pandemic), a mutually
beneficial ecosystem will be created. For
many travellers, staying in a hotel orresort means being isolated, but as theover-arching trend for Authentic tourism
continues to gain traction, so too will the
sub-trend for “Community Immersion”.
We have seen companies like Airbnb do
a great job of helping people “live like a
local” (its Experiences and Adventures
platforms are great add-ons to the home-let element) but this is just the beginning.
In 2021 and beyond, spending time witheconomically marginalised residents (sometimes staying with families themselves)
will build and revitalise human connections
and direct funds straight into the pocketsof those who need it most.

SOCIAL MEDIA
VIEW

Photo: The Intrepid Foundation-Myanmar

Intrepid Travel has been promoting community based tourism (CBT)
for a number of years, with projects in both Nepal and Myanmar createdin partnership with Action Aid and the World Wildlife Fund. Zina
Bencheikh, managing director EMEA for Intrepid Travel, says: “Community-based tourism is one the most effective and sustainable ways
to improve livelihoods for local people, particularly in remote rural communities where there is a lack of economic opportunity. Not only does it generate income for families, but it allows community members to build new
skills and share their history and culture.”
Cookson Adventures is another leader in this field, with the capabilities
and connections to arrange for outsiders to meet with some of themost remote tribespeople on Earth in Papua New Guinea. Responsible
Travel gives the opportunity to live alongside eagle hunters in
Mongolia, and Original Travel, meanwhile, can take people into theheart of Transylvania where they can learn “lost skills” such as how to
identify medicinal herbs, forge iron tools and learn folktales.
Being a specialist in adventure travel should not prevent travel companies tapping into this trend – even Virgin Voyages, which is launching in
December 2020, is arranging for cruise-goers to spend time with local
entrepreneurs when they go ashore. Alex Zeitz, senior manager of Sailor
Experience, says: “Virgin Voyages ‘Shore Things’ allow Sailors time tore-energise the soul and actively explore, uncovering culture a tourist
guide might miss.”

Luxury travel may have dominatedthe Instagram travel space in its earlydays, but this has been changing inrecent times. We are now seeing afledgling shift among travel influencers
towards travel that is less polished andmore authentic. From extra-remote
destinations, such as the Siberian
steppes, to authentic experiences, suchas visiting remote tribes. In particular,much viral YouTube content in thetravel space focuses on these unique,one-off experiences that create bridges
between cultures.

#5 - community immersion

What is the impact for marketers?
Done correctly, community-based tourism can bring great rewards and create long-lasting memories for all. But cultural sensitivity
and ethical investment must be at the heart of all offerings andexperiences. The Conscious Traveller will want to see evidenceof that in marketing and communications, ensuring that theirarrival helps to empower local communities and populations. It’s
about getting an insight into other cultures and ways of life thatare enriching for all, not exploitative.

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CASE STUDYAU T H E N T I C
TO U R I S M
THEME #5

a taste of
buddhist life

Take a train two hours south of the bright lights of
the Japanese city of Osaka and you can immerse yourself
in a completely different way of life.

The town of Koyasan, a UNESCO World
Heritage site in Wakayama prefecture, is
steeped in history. Kobo Daishi, who issaid to have brought Shingon Buddhism toJapan in 806, built a headquarters here.
Today, the area is home to almost 120 active temples and more than 50 of them are
now offering visiting travellers and pilgrims
a place to stay for the night, in lodgings
known as “shukubo”. It’s a chance to takeup an authentic experience – sampling the
traditional lifestyle of Buddhist monks.
“There are so many places removed fromthe cities in Japan that still have those
deeply rooted traditions that they still follow,” explains Jonas Wisner, International
Relations Coordinator at the Koyasan Tourism Division.
“Buddhists don’t eat meat. So, when you stayat a Buddhist temple, you can have ‘shojin
ryori’ which is vegetarian cuisine. Anotherhighlight is when you stay overnight at a
temple, the next morning you can sit in on
the Buddhist morning ceremony. They’ll
wake you up around 5am ready for a 6
o’clock start. That’s a really good opportunity to honestly start your day.”Photo: Koyasan Tourism Division

Jonas continues: “I think it’s not only important
to be able to experience that on your own,
but to be able to let people know that thesethings still exist and that there are still people
living these kind of lives.”
Japanese and international visitors are attracted to the town, with some dropping in fromnearby hiking routes.
“Koyasan’s history runs so deep,” says Jonas.
“There are still these traditions that even after
a thousand years are being kept up today. The
monks want to convey the traditions to not only
Japanese people, but to people from outside
Japan as well, so that Koyasan still has a future
to look to.”Photo: Koyasan Tourism Division#5 - case study

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#6

mindfultourism
Mindful tourism is about forging deeper
connections with the places people visit
and travelling with an attitude of “less ismore”, eschewing itineraries packed with“the highlights”. Having a bucket list has been
a way of building social prestige, but as travel
as a consumerist act falls out of favour, more
humble trips to less glamorous destinations
will be what the Conscious Traveller seeks.
As the idea of the “holiday” starts to feelanachronistic, simply “being” abroad will be
the mindful alternative. This will manifest in
the rise of workations, where visitors combine
work with vacations, embedding themselves
for longer periods of time in a certain place.

#6 - mindful tourism

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TREND#6
TREND

co-working
camps“Mindful travel” is a term that has been popping up in magazinesand on social media for a few years (on Instagram there are almost
60,000 posts with the #mindfultravel hashtag)

Mindful travel has never taken on suchresonance as during the pandemic whenpeople truly gained an appreciation forthe damage that “over tourism” has hadon the environment, historic cities and protected sites, and the way in which travel
has been seen as a right, not a privilege.
Even at the tail end of 2020, most countries
still have very strict rules about who canenter as tourists, and some, such as Australia and New Zealand probably won’t open
up until some time in 2021. Interestingly,
the convergence of several factors is bringing about the rise of “Co-working Camps”,
a trend born from the boom in remote
working, the problem of quarantines andtesting which puts people off taking shortholidays, and the fact that some countries
are beginning to target longer-stay tourists.
For example, from October 2020, Thailand
is inviting visitors to stay up to 90 days
(THB2,000/€54), with the option to extend
up to 270 days, under a new special tourist visa scheme. Meanwhile, Bermuda andBarbados are offering year-long work visas
to digital nomads (for US$263/€222 andUS$2,000/€1,686 respectively).

SOCIAL MEDIA
VIEW
On social media, the philosophy oftravelling mindfully has been gaining
traction since before the pandemic - but,thanks to growing concerns around “overtourism”, it’s only now entering themainstream. Slower, regional travel, as
well as longer stays with deeper cultural
immersion have been all the rage among
the influential voices in the travel sphere.
There is huge, mostly untapped potential
in this niche: from low-emission
transport, to responsible travel initiatives
that give back to the community.

Photo: Ethos Remote Habitat

As many more people shift to remote working and setting up theirown businesses, spending a month or two abroad to work on projects
and explore will replace weekend city breaks and two-week “fly andflops”. It will also help lower people’s overall carbon footprint as they
won’t jet around so often.
Setting the trend for Co-working Camps are companies such as Roam,which has co-live/work outposts in places such as San Francisco andMiami, and Desa Potato Head, which has a new “creative village” in Bali.
Meanwhile, Unsettled organises co-working retreats in places such as
Medellin, Buenos Aires and the Peruvian rainforest, in a similar way to
Workwanderers, which will be hosting groups of digital nomads in South
Africa, Vietnam and Bali next year. Even Balance Holidays has announced
that it is pivoting to encompass longer-term stays for remote workers
with curated experiences.
Ethos Remote Habitat debuted in autumn 2020, with events, fitnessclasses, co-working facilities, accommodation, “family” dinners and wifi
included. The idea is that individuals and companies can relocate toan exotic remote work campus for between one and six months, with
rates starting from US$1,450/€1,223 a week. Janko Milunovic, CEOand co-founder of Ethos Remote Habitat, says: “Unlike just renting
your own Airbnb or staying in a hotel, with us, you get to live in acommunity alongside inspiring individuals and revitalise your mind andbody through nourishing and organic food, transformational workshops,
group activities and learning immersions.”#6 - co-working camps

What is the impact for marketers?
For marketers, long-stay travel is a rising phenomenon to focus
on now. It’s about highlighting destinations that are going outof their way to welcome this kind of visitor. Spreading the word
about hotels and resorts which are offering packages for digital
nomads. Things like working spaces being combined with upskilling courses and chances to meet entrepreneurs from all sortsof backgrounds are also attractive to those looking to combine
business with pleasure in an overseas location.

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CASE STUDYMINDFULTO U R I S M
THEME #6

the blue train
takes the strain

Public transport has long been seen as just a way to get from A to B.
But mindful travel – along with changing consumer behaviour brought
about by the global pandemic – is helping to fuel a renaissance in rail,
where the journey is now the destination.

Step onboard The Blue Train in South
Africa and you can step back from life,
slowing down to a much gentler pace.
To ponder where you’ve come and where
you’re going.
Described as the “window to the soul of
Africa”, The Blue Train is a luxurious service running at ultra-slow speeds primarily
between Pretoria and Cape Town, and viceversa.
On a route that would normally take lessthan two hours, this train journey affords
passengers two nights on board in theirown suite. It had originally been a one-night
experience up until a couple of years ago.
Now there’s even more time to take in thepassing farmlands, mountains, wine lands
and an excursion stop, while being pampered with high-end dining and a personalised
butler service.
“The Blue Train offers a resort-on-wheels
kind of experience. When guests come on
board, they are treated like the kings andqueens that they are,” says Executive
Manager Vincent Monyake.

Photo: The Blue Train“They get treated to five-star gourmet meals inour dining car, which is a very elegant affair. In
the observation car at the rear end of the train,
there are large windows that offer a panoramicview of the scenery as the train traverses throughthe countryside. Something that you wouldn’t
have seen if you were to fly from Pretoria or
Johannesburg to Cape Town.”
The Blue Train attracts international travellers
from all over the world including the US, Europe,
Australia, New Zealand and Japan.

Photo: The Blue Train#6 - case study

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conclusion
Never has there been a more important time to understand the futureof travel.
While there are plenty of reasons tobe pessimistic, optimism is a choice –and when you view the world through alens of positivity, you can start seeing
opportunities instead of challenges.
It may not always be obvious but theCovid-19 pandemic is giving the travelindustry a chance to rebuild itself in amore ethical, considerate and regenerative way for the planet and its people.
This report provides an understandingof what the Conscious Traveller of2021 and beyond will be looking forfrom the travel experience, and how
some of the cultural trends emerging
from the crisis – from remote working
to lifespan extension – will shape ourmindsets and the way we live for many
more years to come.
After choosing a range of key themes,
we then identified six standout travel
trends, such as Co-working Camps andLongevity Retreats, to show the new
directions taking place.

“Before the pandemic, UNWTO
noted a growing demand for uniqueand authentic travel experiences,
and a desire among tourists to makea positive impact on the places
they visit. This trend is now likely
to accelerate. This will help drive
the sustainable development of ruralcommunities, creating jobs and otheropportunities outside of big cities,
while at the same time helping
protect and promote culturaland natural heritage.”

Photo: Marten Bjork

What are the key takeaways?
It may not be until 2022 that all the countries of
the world have reopened their borders, and until
there is a vaccine for the Covid-19 virus, testing will
become a regular part of our lives, especially whenit comes to travel.
For this reason, going abroad will become a much
more precious commodity – an experience tobe planned and savoured, mindfully. But there will
also be an urgent need for freedom and humanconnection, manifested in trends such as Glampervan Journeys and Community Immersion.
The Conscious Traveller isn’t one person anddoesn’t apply to everybody but they do represent an overwhelming shift in behaviour andsentiment towards appreciating the Earth andwhat it has to offer: whether that’s harvesting
apples on a farm in Italy (Cultivacations) or taking
a slow train instead of a fast plane; spendingtime with local families or sleeping under the stars(Celestial Escapes).
While 2020 has been about panic and endurance,
2021 will be about acceptance and resilience. People
are incredibly adaptable and the answer to every
problem is almost always innovation.

UNWTO Secretary-General
Zurab Pololikashvili

conclusion

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further insights
Euronews Debates, our special series of virtual debates, have provided
a platform for conversations on the future of travel and tourism in the wakeof the coronavirus pandemic.
Featuring leading industry figures and thinkers, representing a variety ofbrands, organisations and destinations, they have brought fresh perspectives
from all over the world - with focuses on Europe, Asia and Africa.
Our hosted discussions have also enabled consumer and business audiences
to interact, putting their questions to those at the heart of mapping out thetravel of tomorrow, in this year of seismic shocks and unprecedented change.

Thank you to our speakers:
Rita Marques, Secretary of State for Tourism
Portugal

Debate #1 - June 4“Rethinking and
Reviving Travel
and Tourism”

Matthew Baldwin​, Deputy Director-General
European Commission, Mobility & Transport
Directorate-General (DG MOVE)​
Eduardo Santander​, Executive Director
European Travel Commission (ETC)

Belén González del Val Subirats, Head of Connectivity,
Department of Strategic Marketing Planning, National
Tourist Board of Spain (Turespaña)

Debate #2 – June 30“Ready for
take-off?”

Alessandra Priante​, Regional Director ​for Europe
World Tourism Organisation (UNWTO)
Mikko Turtiainen​, Vice President
Market Management, Finnair

Jane Jie Sun​, Chief Executive Officer
Trip.com Group

Debate #3 – July 16“Asia-Europe
tourism: a longhaul recovery?”Parami Fernando, Head of Media& Communications, Sri Lanka Tourism
Flor Diaz Pulido​, Head of Unit
Aviation Policy​, European Commission

Elcia Grandcourt, ​Regional Director f​ or Africa
World Tourism Organisation (UNWTO)

Debate #4 – July 28“Africa-Europe
tourism: ready forrecovery?”Sisa Ntshona​, Chief Executive Officer​
South African Tourism
Tim Cordon​, Area Senior Vice President,
Middle East & Africa, Radisson Hotel Groupfurther insights

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thank you
GLOBETRENDER

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