Traveller behaviours and preferences throughout 2016 gives us a hint of what lies ahead, helping to identify opportunities for the coming year. So, based on the last year, what are travellers’ intentions for 2017?
- Digital content will keep booming - travellers are seeking out more and more digital travel content.
- Leisure travel will continue to surge - travellers' intentions to take a leisure trip in the next six months has steadily increased over the last six years. Data on room nights validates this growth.
- Traveller safety ranks as important, but budget is still paramount - budget, economic concerns and the cost of travel are generally more prohibitive than safety concerns for travellers when surveyed in 2016.
- Looking ahead - with this ever growing expansive digital travel marketplace, it's more imperative than ever to create a cohesive, integrated travel marketing strategy.