2010 TOURISM TRENDS & FORECASTS

In 2010, I expect that the tourism sector will continue to demonstrate that it is capable of adapting its offerings in line with the changed realities of the marketplace. Here are some of the general developments which will differentiate 2010 from 2009 -

• Airlines will consolidate and reduce the number of flights on offer. Some services which were cancelled in winter '09 are unlikely to be reinstated for summer '10. The cost of air travel is set to increase as oil prices continue to rise. Airports will be less crowded but delays can be expected with increased security checks
• The hotel product offering will evolve fuelled by greater demand for budget & economy rates. Trends from the airline model will continue to be replicated, so expect to see greater incentives to book on-line, pre-payments, no refunds and self check-in. Dining options will be reduced, be cheaper and more informal. Remember, the €65 table d'Hote menu of 2009 has passed its sell-by date. Operators will focus on the leisure market as business travel remains sluggish. Where oversupply exists, many properties will close
• Restaurants will be less about the chef and more about the customer. Hospitality, service, ambience and value are back on the menu. Front of house staff will be centre stage. Expect them to become more friendly, knowledgable and efficient. Words such as 'welcome' and 'thank-you' will increasingly be part of the dialogue with the customer. Where food prices fell last year, expect wine prices to fall this year. To control costs, menu choices will be reduced with an increasing emphasis on comfort food, well-being and nutrition
• Families and seniors will be actively targetted as these market segments are gowing rapidly. However, attractive packages need to be created to appeal to both. For those looking for inspiration, a visit to Kelly's in Rosslare and IKEA restaurant point the way. To the relief of parents, children will even be made to feel welcome
• Co-operative marketing initiatives will increase as sectoral interests give way to the common good. Expect to see visitor attractions, hotels, restaurants, car hire firms, retail outlets, theatres, cinemas, concert venues, bus companies, ferry companies, airlines etc working closely together to develop attractive consumer packages
• Technology will become more widespread and will be used to lower cost where appropriate. Providers will embrace it in purchasing, reservations, customer databases and visitor information. As the cost of mobile communications fall, expect a greater use of targeted text offers and reminders. In line with consumer needs, WiFi charges should become more the exception than the norm while social media platforms will increasingly be used to influence travel and hospitality decisions.
• Finally, 'must visit' places this year will be those that give people a really enjoyable experience. This can range from the local coffee shop right through to a holiday destination. Being the latest, coolest or most fashionable is not important in 2010. But if it still matters to some, the opening of Armani Hotel in March might help!