Trends & Insight
June 2018

Trend Watch: Summer's biggest travel trends for 2017

Short term trends play an important role in digital and content marketing. To help with summer content creation, marketing and PR planning here are AM+A’s top five summer travel trends we'd recommend focussing on.

1. Clean Air Breaks

A New Scientist report stated CO2 levels are set to reach a record high by 2050, just one of the news stories sparking a move towards greener travel. So which destinations provide a chance for rejuvenation? Slovenia is paving the way with green initiatives, including zero emission trains, top priorities from the Tourist Board. In the UK, The Brecon Beacons National Park is the closest mountain range to London, with some of the country’s clearest skies.

2. Microadventures

The healthy lifestyle trend takes the form of ‘microadventures’ this summer as holidaymakers opt for small and more achievable trips. From white water rafting in London’s Lea Valley to coasteering in Pembrokeshire, people are experiencing destinations in a more active way. According to ABTA almost 1 in 10 people picked an activity holiday in 2016, with microadventures offering affordable and easily achievable options.

3. Transformative Travel

The fitness industry is emerging as one of the most lucrative, with Instagram creating a mass of ‘fitspo’ enthusiasts. Whether its marathon running in Iceland, an IronMan triathlon in Wales or beach side yoga summer holidays are set to be transformed into a fitness challenge. The rise in wellness tourism means detox holidays and relaxation retreats are also expected to grow in popularity.

4. Edible Resorts

Foodie trips remain one of the most popular travel trends, with holidaymakers eating and instagramming their way around the globe. This summer the foodie trend gets some authenticity with edible resorts sending produce from vineyards, gardens and nearby woodlands straight to the table.

5. Try before you fly

Last year ABTA reported 76% of people in the UK booked holidays online compared to only 19% using high street travel agents. But innovative technologies are helping reinvent the industry, with travel companies including Thomas Cook opening ‘discovery’ stores. These holiday experience stores seek to embrace digital technology, with virtual reality sets allowing holidaymakers to explore destinations before even stepping foot on a plane.

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