The United States Tour Operators Association lists the
trends for 2012. I like seeing tourism
receiving so much attention for the 'good' we do around the world. It's makes our careers as Tour Directors and
Guides even more important, appreciated and enriching.
An annual survey of active members of the US Tour Operators
Association (USTOA) revealing forecasts and trends for 2012 travel confirmed
that “experiential travel” – or the “E Factor,” as USTOA President Terry Dale
calls it – continues to be a priority for travelers and was rated
important/extremely important by 85% of survey respondents to their overall
growth and sales. Baby Boomers 46 to 65
years of age comprised the largest age group of travelers seeking “E Factor”
vacations. Boomers are also the largest
market in general for tour operator members responding to the survey,
representing nearly 60% of their customers.
The region of the world with the most “E Factor” options for
travelers is Europe, according to 37% of members, followed by South America
(20%). Within Europe, Italy was named
the most frequently as the destination offering the most experiential travel
options. In responding why, members
cited food, wine and culinary tours, historical and educational opportunities,
art and culture in general. France
followed closely behind, for similar reasons.
The thirst for learning experiences is driving member tour
operators to increase “E Factor” itineraries next year. More than half (53%) of the survey
respondents plan to offer new experiential programs in 2012, with culinary
tours topping the list at 26%; culture tours at 22%, and nature, adventure,
photography and golf also cited.
When asked to name the top “off-the-beaten-path” or emerging
destinations that will gain popularity in 2012, Vietnam was cited most
frequently, followed by India, Ecuador and China.
“Europe provides such a wealth of cultural experiences it’s
no wonder it continues to rank highly among our members’ customers,” said
Dale. “At the same time, expanding
programs to offer new and exciting experiences in more exotic destinations
throughout the world will meet the growing demand for adventure from Baby
Boomers and begin to attract the next generation of travelers.”
Encouragingly, more than half (53%) of the members surveyed
anticipate increasing itineraries in 2012 to destinations recovering from
events this past year that negatively impacted tourism. Egypt was named most frequently as the
country operators plan to increase tours to, followed closely by Greece, Japan
and New Zealand. In fact, nearly one
third of respondents (28.6%) have already seen an increase in bookings to those
destinations for 2012.
“Consumer demand for truly rich experiences will continue to
attract experiential travelers to these hard-hit destinations, and they can
return with confidence when they book with a USTOA member,” said Dale. “Our
members understand how rewarding these destinations are to their clients, and
at the same time, the importance of tourism in helping to rebuild.”
Results of the survey of members were unveiled during
USTOA’s Annual Conference & Marketplace, held in Marco Island, FL,
December 10-13, 2011.
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