Something all people have in common—no matter their age, color, gender, cultural background, or how much money they have in the bank—is their desire to have positive experiences in life. For some individuals, there isn’t anything as positive as being able to travel. Travelers can pretty much choose what kind of experience they’d like to have—whether it be traveling for arts and entertainment, going on history and heritage tours, exploring the great outdoors and recreational opportunities, or targeting any number of other interests.
It’s the collective interests of many people that make trends. As noted in a trends article by Group Tour in our February issue, entertainment tourism—more specifically, “tour tourism”—remains a popular travel theme. People are willing to travel long distances to see their favorite musical group or entertainer. Taylor Swift fans—“Swifties”—have taken this trend to the extreme with fans crossing borders and even oceans to see the iconic pop star. Outdoor and adventure travel also are popular, according to Expedia Group, which says “travelers are looking for adventure and outdoor activities even more than in previous years.”
Some popular outdoor destinations are state and national parks, which combined see millions of visitors annually. Last year alone more than 325 million people visited the country’s national parks, according to the National Park Service (NPS). Individually,
some of these parks have impressive numbers of their own. Yellowstone National Park, for instance, which includes parts of Wyoming and Montana, saw 4.5 million visitors last year, says the NPS, making it the second busiest year on record.
Many reasons exist as to why people like to visit national parks. Perhaps as a group planner you have your own thoughts about the topic, but according to the trends, some of the reasons are the parks’ natural beauty, biodiversity, cultural and historical significance, conservation efforts, and recreational opportunities. “National parks are nature’s masterpieces, offering unparalleled beauty and endless opportunities for adventure,” SmarTours says. “While exploring these natural wonders independently can be rewarding, embarking on a guided tour adds a whole new dimension to the experience.” It then lists several benefits of visiting with a group. Among them are safety and security, enhanced camaraderie, and expert knowledge and insight. (See page 102 for a story about national parks in the Southeast region.)
Trends also indicate that solo travel is on the rise, but so is group travel. Accommodation bookings for groups, according to TravelAge West, have grown by 18% over the past two years. That’s good news for hotels. The company adds, “After noticing a 35% jump in holiday bookings for groups of eight or more, luxury operator Black Tomato dubbed the phenomenon ‘Group Therapy.’”
An article earlier this year by Good Housekeeping intoned the benefits of group travel, noting: “In a world where there seem to be more inward-looking escapades, more solo travel, and more emphasis on creating meaningful moments for couples, traveling
in larger groups with our friends and family is something we can get firmly on board with.” Similarly, Airbnb has become more popular with groups, reads a different report from the publication. “Given the rise in popularity of group bookings, something that shows no sign of slowing, it’s hardly surprising that Airbnb has introduced new features to its app to cater for multiperson trips,” including “shared wish lists and group chat” tools to help planning.
These trends, among others, affirm what has already been mentioned—that it does not matter a person’s age or background when it comes to travel; everyone seems to want the opportunity, with many people opting for the group experience. Group planners are in a unique position to stay abreast of emerging trends. As they do, and plan accordingly, they’ll have a better chance of ensuring they are bringing the best options to their clients. This is a win-win because not only does it mean clients’ wishes are being better met, but in turn it also means more returning clients—and likely better word-of-mouth advertising—and additional business down the road.
By Andrew Weeks
Main Image Credit: Adobe/Syda Productions
