With the start of peak season in Northern Hemisphere tourist destinations, TourReview, the leading travel and activity review platform, has conducted an in-depth analysis of the latest trends in the sector. This summer promises to be slightly different from the last, as American and Asian tourists begin to fly long-haul again, introducing a new dynamic to the market.
According to TourReview's analysis, tour and activity operators must adapt to this emerging pattern. Long-distance travelers, especially those from the United States and Asia, tend to book activities further in advance than other tourists.
TourReview recommends that operators take immediate steps to adapt to these changes, such as offering early booking discounts and ensuring clear communication about booking policies and availability.
This shift requires a proactive approach from operators to ensure high customer satisfaction and avoid the pitfalls of last-minute bookings, which can lead to poor reviews if not managed properly. By aligning their strategies with the preferences of long-haul travellers, operators can improve their reputation and secure positive reviews during this crucial summer season.
Amigo Tours, a travel company offering tours, activities and transportation around the world, and a key TourReview client, comments: “Mexico has traditionally been one of the favorite international destinations for American travelers. However, recently, and especially this year, we have seen a slight decline compared to last year. Americans are diversifying their travel destinations, exploring long-haul destinations in European cities such as London, Paris, Madrid and Barcelona, as well as Asian destinations.”
In line with this trend, Christian Landis, CEO of Best of Switzerland Tours, also reports a decline in American tourism to Switzerland as they are diversifying into other European countries, and an increase in Asian travelers. “I can confirm that we are still experiencing growth this year, although not as robust as our record year in 2023. Compared to last year, we have recorded overall growth of around 5% across all our products. This change could be due to fewer American guests (which remains our number one market) and a continued increase in guests from Asia.”
Juana Muro, COO of TourReview, comments: “American tourists are increasingly diversifying their destinations. They tend to travel with family, take trips for planned events, seek outdoor experiences, actively learn about the culture of the places they visit and be the protagonists of their own trip.” Regarding the Asian traveler, she says: “The relaxation of visa requirements plays an important role in attracting Chinese tourists, and the intention to travel abroad has grown, with an increased focus on long-haul destinations. APAC travelers are also shifting their attention from spending on tangible goods to intangible experiences when traveling. Key characteristics of travel destinations include relaxation and local immersion, offering excellent value for money, with a decreasing importance of shopping.”
Regarding this long-haul trend, Juana Muro comments: "With the resurgence of long-haul travel from the US and Asia, the sector is preparing for a dynamic change. Operators must embrace this change by encouraging early bookings and improving their customer service strategies. Proper planning and management can turn these trends into opportunities for growth and excellence. All the effort put into satisfying these markets will surely be rewarded with very good reviews and an excellent reputation for the operator, which will translate into higher sales and better revenues."
Fuente: Belvera Partners.