Future for Turism and Travel
Opinion piece
Advances in Hospitality and Tourism Research (AHTR)
An International Journal of Akdeniz University Tourism Faculty
ISSN: 2147-9100 (Print), 2148-7316 (Online)
Webpage: http://www.ahtrjournal.org/
Vol. 4 (2)
DCU Business School, Dublin City University, Dublin, IRELAND
In the worldwide, both political and economic uncertainty are at their
highest level for years, and the situation is expected to continue with flow
on effects for consumers who in view of uncertain times may well exercise
caution when making purchasing decisions. Despite the uncertainties
facing the global economy, certain trends are inevitable.
The expansion of the middle classes in developing markets has
been one of the key outcomes of economic growth, as huge swathes of
these populations move out of poverty and form an increasingly
demanding and sophisticated consumer base. The middle class will
slowly disappear and in the hyper flexible, digital, networked economy,
hybrid products will be designed. Discount will meet the premium class
and the gap between those with ‘lots of time and little money’ and the
ones with ‘no time and lots of money’ will get bigger. Market
segmentation has become also impossible when people fly by a charter
flight, stay in a five-star hotel and have lunch in a fast food restaurant.
Essential social drivers such individualisation, flexibility and the
aging of society will fundamentally change social relations. Patchwork-
families, single households, serial partnerships and jobs will replace
traditional structures and change how people holiday, with whom and
when. Today there is increasing emphasis on what you want, expect and
need from holidays and how you can give back to the destination and
people who live there for your experience. Today’s tourists are looking for
memorable experiences and authenticity rather than just travelling to
1 Luiz Abel MOUTINHO is Professor of BioMarketing and Futures Research at Dublin
City University, Dublin, IRELAND. E-mail: [email protected]
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