10 Trends for 2022
2021 was marked by constant advances and setbacks in tourism activity, driven by the emergence of new variants of COVID-19. What trends will mark 2022?
Supported by continuous market analysis and regular input from key decision-makers through the IPDT Tourism Barometer, this exercise anticipates traveller behaviours and guides the development of more conscious and effective strategies.
Source: Tourism Trends Magazine ’22
After a year of ups and downs in tourism activity, driven by COVID-19 variants, 2022 looks set to be the year of international tourism recovery. Global vaccination has given the sector a new boost, although results remain below pre-pandemic levels.
Travellers’ motivations and business practices have evolved significantly, with technology taking centre stage. The challenge now is to balance safety and experience, ensuring that tourism remains synonymous with escape, freedom and discovery.
As usual, IPDT – Tourism and Consulting identifies 10 trends that will shape the sector in 2022, supporting destinations and companies in their preparation for a changing tourism landscape.
Trend 1.
COVID-19 tests are part of the travel checklist.
Tourists will be more willing to take COVID-19 tests in order to travel and/or enjoy experiences and activities more freely and safely. PCR, antigen, or self-tests will be part of the traveller’s checklist, and travellers will be more willing to take them frequently. For tourists, testing will be considered a routine part of enjoying their trip to the fullest.
Especially when travelling in groups that include individuals from different households (often unknown to each other), testing at the start of the trip or activity is likely to be a valued requirement among participants. This practice may be even more appreciated during meal times, when people are typically more exposed.
This trend will be more prevalent in the first half of 2022.
Trend 2.
Pandemic management determines the outcome.
In the first quarter of 2021, the world experienced one of the most remarkable moments in its history, with images of overcrowded hospitals with queues of ambulances at the entrance, caused by a high number of COVID-19 cases. The way in which countries have managed the health crisis over the last two years, ensuring the safety of residents and visitors alike, is a decisive factor in choosing the next holiday destination.
The success of the vaccination process in Portugal – which made headlines around the world – is a crucial factor in positioning our country at the forefront of consumers’ minds today, recognising it as a safe destination. At a time when international tourism is gradually resuming its activity, but when there are many doubts about the new variants, the way the destination manages (and has managed) the pandemic is a key factor in tourists’ decisions.
This trend will be more prevalent in the first half of 2022.
Trend 3.
Continue discovering your own country.
This is a trend that is here to stay. One of the positive aspects of the pandemic is that it has allowed tourists to discover treasures that were previously little explored.
In 2022, the number of international trips is expected to increase, but tourists will continue to opt for more trips within the country, in order to discover it, whether by car, motorbike, or motorhome. Two- to three-day getaways are expected to be more frequent throughout the year.
One factor that tourism companies should consider is the 10 long weekends and/or potential bank holidays that 2022 will have.
Trend 4.
More planned international travel.
While in the past many international trips were booked spontaneously, sometimes taking advantage of last-minute promotions, in 2022 this impulse should be replaced by a more planned approach to travel, considering other elements such as the process of entering the country or the procedure to follow in the event of testing positive for COVID-19 at the destination. In addition to the traditional itinerary, tourists should equip themselves with a wide range of information (e.g. embassy or hospital contacts) before booking their trip.
Tourists should, however, keep the lead time for their booking as close as possible to their departure date, but when they make the booking, they will already have made more detailed plans for their trip.
Travel insurance should increasingly become a valid option for tourists, who find this mechanism to be an additional safety factor.
Trend 5.
Friendscation.
The past two years have limited our contact with family and friends. IIn 2022, trips with friends or family are likely to become a trend for destinations and tourism companies. These moments aim to strengthen personal bonds, so the activities sought may take different forms, from more adventurous ones in nature to cultural moments, depending on the group in question.
Even so, adrenaline-fuelled outdoor activities are likely to be very popular with tourists in 2022, particularly among groups of friends.
For many, this will be their first trip after the pandemic, so expectations will be high: therefore, whenever possible, personalising the experience should be considered in order to increase the group’s level of satisfaction.
Discover more trends in the Turismo’em Trends Magazine.
Trend 6.
It’s time for the GOATs.
No, we’re not talking about Lionel Messi or Cristiano Ronaldo. One of the trends for 2022 is likely to be GOAT – Greatest of All Trips.
On one hand, the travel restrictions of the past two years have sparked a strong desire to travel and ‘make dreams come true.’ On the other, many households have managed to increase their savings due to reduced spending, factors that provide greater scope for the realisation of GOATs.
Digital influencers are playing an increasingly decisive role in travel. More and more influencers are organising, marketing and accompanying trips, providing a closer experience with their followers. Many of these trips are, in fact, to ‘dream destinations’. Many GOATs, especially those taken by Millennials, should be accompanied by influencers.
Trend 7.
Beautification trips.
Travelling to undergo specialised beauty treatments is a growing trend for men and women of all ages, with the number of people seeking aesthetic treatments (facial harmonisation and “beautification”) growing considerably worldwide.
Tourists travel to various countries in search of cosmetic surgery and beauty treatments. From rhinoplasty and liposuction to Botox and fillers, destinations and health and beauty companies can take advantage of these trends by offering a wider market much more convenient, safer and potentially more economical alternatives for beauty procedures outside their country of residence.
This trend is justified for several reasons – the search for better quality, treatments not covered by insurance, shorter waiting periods, the attraction of discovering a new place and, possibly, lower prices.
After all, who doesn’t want to return from holiday feeling rejuvenated? This is both a promise and an opportunity that companies and destinations should not overlook.
Trend 8.
Travelling sustainably.
Although sustainability is a recurring theme in travel trend, the reality is that travellers are increasingly seeking to travel responsibly, ensuring that their trip has a reduced environmental impact. They are more likely to favour companies and destinations that not only embrace sustainable practices but also demonstrate them transparently.
COP26 was a moment that impacted society worldwide, particularly due to the message it conveyed: it is time to implement concrete measures, to move from words to action. As a result, tourists will also be more attentive to the behaviour of companies and destinations. It is not enough to promote oneself as ‘sustainable’; it is crucial that actions are visible, and tourists will validate this message during their experience.
Another growing topic is carbon footprint offsetting. Tourists are looking to choose activities and services that enable them to reduce the impact of their trip, as well as finding ways to offset their carbon footprint (e.g. encouraging tree planting).
Trend 9.
Suitcase and phone: check! We’re all set for the journey
Gone are the days when tourists travelled with several suitcases, maps, tickets, photocopies of accommodation reservations, cameras, GPS devices, etc. Tourists now travel ‘lighter’ and with fewer belongings, as their mobile phones contain all the information and tools they need for their trip.
Mobile phones are therefore the main tool for tourists when travelling, as they use them to find their way around destinations, take photographs, share their experiences on digital channels, buy tickets, read menus, translate tourist information, search for suggestions for places to visit at their destination and, of course, communicate. It is through mobile phones that the tourist experience unfolds. It is therefore crucial that destinations and businesses take this behaviour into account and adapt to it — for example, ensuring that tourists have constant access to battery charging, mobile network, and internet connectivity.
Another factor to consider is the increased demand for automated processes. Especially in more urban destinations, tourists will appreciate the presence of these procedures, which reduce waiting times (e.g., in queues to purchase tickets or check in at accommodation) and give them more free time to explore the destination.
Trend 10.
The rise of cryptocurrencies in tourism
Cryptocurrencies are becoming a solution for more and more people. While there were once doubts about their use and security, these concerns seem to have dissipated and society is now more attentive to these developments. Transactions and payments with virtual currencies are becoming more frequent and several companies in the tourism sector (especially accommodation) now accept payments in this form.
It is expected that cryptocurrency transactions will become increasingly common and a regular means of payment in the coming years.
Travel Trends
Discover the trends we have identified for recent years
Tourism has been one of the most dynamic and innovative sectors. Year after year, tourists exhibit new travel behaviours, to which tourism operators must adapt.
In line with national and international tourism dynamics, IPDT – Tourism and Consultancy has been publishing its ‘Turismo Em’ Trends Magazine since 2007.
