What are the challenges and trends that marked 2020? A good retrospective allows us to start again on a solid basis for the year to come!
The best ideas come from a change of perspective and innovation must be based on reliable data. This is what we believe in at Touriscope and the reason why we have followed with interest the events, issues and trends that marked 2020. Here is a summary of what caught our attention.
The need to reinvent ourselves
The tourism sector has demonstrated its resilience with actors who have been able to innovate and seize opportunities to adapt to changes. The incredible diversity of initiatives (outdoor experiences, product development, etc.) does not allow us to paint a complete picture. For this section, we have therefore selected initiatives related to digital and virtual technology, a reality that has become essential for many tourism players.
Taming digital tools
With the forced closure of shops and attractions, many operators have turned to digital technology. If even before the COVID-19 pandemic, the online presence of operators was an issue for many of them, it has now become essential for their survival.
So the pandemic has Accelerated the digital shift that many businesses had already started: modernization of the website, transaction platform, presence on social networks, etc. Several support initiatives have been put in place to help businesses start online. For example, note the provision of a social media consultant for tourism businesses in Nova Scotia, the resources of Google for small business or the six free videos” Marketing tips and tricks ” from Destination Canada.
- On this subject, see also our article 6 simple marketing tips to bounce back during a pandemic
Digital and virtual experiences
Beyond a simple online presence, many tourist operators have played the card of a virtual offer, especially in the cultural sector. Indeed, although the pandemic has had a significant impact on events, it has stimulated innovation by forcing many events to rethinking their organization : webcast from unusual locations, hybrid programming, reduced number of seats, live broadcast on social networks (e.g.: Caraquet Acadian Festival, Clare Acadian Festival). To support organizers, EventBrite has published several articles addressing, for example, the themes of security online events or inspirational ideas.
For their part, museums were among the first to integrate virtual experiences into their offer: online collections, virtual exhibitions And even virtual guided tours for school groups.
However, virtual offers are not registered in the cultural community. The company Talaysay Tours for example, adapted its most popular guided tour to allow visitors to experience it virtually. Numerous virtual experiences are offered on the new platform Amazon Explore (tastings, guided tours, etc.) that offers an opportunity for visibility to any operator. From the start of the pandemic, the cooperative Harvest from home has created a virtual market to allow users of the Dieppe market to continue to order their products and support local producers.
Reflecting on new business models
However, the multiplication of virtual offers raises the question of the business model of many players: how to monetize digital content and activities? This article reviews the best practices of museum and cultural institutions on this subject. Digital technology also offers museums the opportunity to innovate in order to generate new revenue streams like a German museum that tested a “per hour” rate replacing the traditional admission fees. Finally, The restaurant sector is also reinventing itself with the rise in popularity of take-out meals in all their forms.
Platforms are adapting to become marketing places. So, big players like facebook or zoom now offer a feature to monetize certain online events.
Other inspiring innovations
The hotel and restaurant sectors are no exception when it comes to innovation. While some hotels are turning into rental housing, others are also getting creative by finding new ways to organize safe and original events. For example, TheGrey Rock Hotel in Edmundston wants to expand its clientele by offering Snowbirds monthly packages for fully equipped suites.
Some Saint John restaurant owners have teamed up to allow customers to pass by and pay for touchless controls. Other restaurants have played more with the concept of social distance, such as L'Auberge Saint-Antoine who set up heated mini greenhouses.
Pop-up offers seem to be a popular trend this year, as evidenced by the launch of this Pop-up ad or the creation of the ephemeral village UNIQ Hotel.
4 major tourist trends
This year, tourism was marked by growing enthusiasm for certain types of practices. We have selected four of them with inspiring examples!
The outdoors doesn't run out of steam!
The enthusiasm for outdoor activities was very strong this year and will continue to be an important driver in the revival of the tourism industry. These experiences have the advantage of being practiced without much proximity to other users and are thus more easily adapted to health measures. Among them, sports activities such as hiking, climbing, cycling (with the electric bike) and the cross-country skiing are gaining popularity.
A new way of reconciling remote work and a change of scenery for young workers, recreational vehicles were popular this summer and demonstrate the enthusiasm for Roadtrips And the campsite. Finally, the quality of urban development influences the local outdoor experience for residents: construction of new bike paths, layout of outdoor sites, installation of winter furniture, etc.
Dynamic rural areas that attract
Rural tourism is one of the structuring trends in tourism. Data like that ofExpedia and Airbnb confirm this: it is the lesser-known destinations that are smaller and far from urban centers that are gaining the most popularity.
Rural destinations and small towns are dynamic and innovating to face the challenges of the pandemic, for example by thinking about infrastructures and public spaces or by creating a local currency. The tourist offer in rural areas continues to develop, as evidenced by the circuit projects of Osgoode Township Museum in Ontario and of the MRC Montcalm in Quebec. It is also an opportunity for certain rural regions to (re) launch a territorial attractiveness strategy, as is the case for the department of Nièvre in France with their campaign.” Try Nièvre! ” and to support local elected officials in the enhancement of rural heritage.
Culinary tourism and gourmet tourism
The pandemic has highlighted the importance of supporting the local economy. This trend has increased the popularity of gourmet tourism and is reflected in particular in the purchase of local products and the support of local producers and processors. Thus, some producers who offer agrotourism experiences and local products have registered record sales this summer. Culinary tourism was identified by the Tourism Industry Association of Canada as a sector with high growth potential, which led to the creation of 5 thematic courses created by the Culinary Tourism Alliance as part of the program. Enriching the Canadian experience.
Gourmet box delivery, Rando-Bistro to combine the outdoors and culinary delights, Tourist grape harvests, coffee tastings, etc., gourmet tourism inspires and offers great prospects for businesses and destinations. By following some advice, these kinds of festivals and outdoor events can even continue to take place, despite the pandemic.
Indigenous communities can also count on gourmet tourism to share a whole part of their culture. So, a partnership between the Indigenous Culinary of Associated Nations and the Culinary Tourism Alliance was created to give greater visibility to Indigenous agrotourism experiences. The publication of the Cree cookbook” Nordic flavors ” by Tourism Baie-James and Tourism Eeyou Istchee also testifies to this desire to promote culinary heritage.
More responsible tourism
Whether by supporting the local economy, buying local products or developing more ecological modes of transport (e.g.: Road trip in electric vehicles, development of a safety corridor for active transport), responsible and ecological behaviors are multiplying. The demand for eco-responsible products and experiences is stronger than ever and this trend is set to take up even more space since it is part of a particular societal evolution (environmental issues, climate change, overconsumption, etc.).
Destinations are taking initiatives to guide the tourism industry towards more sustainable tourism. For example, the decision of The Basque Country Tourism Office to publish a single paper guide to stop distributing pamphlets from each company or even the sustainable tourism training for professionals in the sector, offered by the Bourgogne—Franche-Comté region in France.
2 new coveted customers
In terms of customers, the year 2020 marks a return to the domestic market and premises in general, a clientele that has been a bit forgotten in recent years.
Residents: towards local tourism
Border restrictions due to the COVID-19 pandemic have hampered international travel, while opening up new opportunities for local tourism. So the trend is Microadventures and to support the local economy. Airbnb has thus launched its platform Go Near to meet the growing popularity of domestic travel.
In terms of inspiration, residents are called upon to share their best addresses and “hidden gems” more than ever with initiatives such as the platform Rediscover Canada. This example is part of the ongoing trend of tourist guides created by locals.
Destinations and operators have been forced to turn to local customers and to put residents at the heart of considerations: awareness and involvement in tourism development (e.g.: PEI Tourism Industry Association), taking into account the well-being of the local population (e.g.: Magdalen Islands Tourism) and even, a measure of their happiness (e.g.: Thompson-Okanagan Region). Inspiring initiatives that demonstrate the desire to develop sustainable tourism that is ever more respectful of host communities.
- On this subject, see also our article The ABC of a seduction operation with residents
Nomad teleworkers
The COVID-19 pandemic has expanded the practice of teleworking, allowing part of the workforce to work from wherever they want. Some destinations and tourist operators have prepared offers adapted to this new clientele Like the Charlevoix Massif which is launching a program, packages and installations for remote workers.
Focus on health and safety
The tourism sector has had to adapt to the new health and social distance measures put in place in many countries. Moreover, a safe environment is The condition required for many visitors and potential travelers who expect, for example, increased cleaning from accommodations.
Governments and tourism organizations have thus worked to develop health plans, like Quebec, which has adopted of a complete plan including 34 sectoral sheets. Certifications are also a way of reassuring visitors and standardizing health safety standards. The program” Safe Travels ” is a certification for tourism and hotel businesses available in many countries. Operators meeting Safe Travels health standards become eligible to display the program logo.
Finally, the challenge for operators and tourist destinations is to maintain a quality customer experience, while respecting these safety standards. Some tourism stakeholders are showing Imagination and humor to inform visitors while maintaining a pleasant experience. Destinations are not left behind with the creation of fun charters to communicate safety instructions to visitors. Kindness and empathy are also at the heart of messages that are intended to be informative and reassuring.
Human resources challenges
To the challenges of recruiting and retaining the workforce already present in the tourism sector, new challenges have emerged with the pandemic: teleworking, human resources management, mobilization for recovery, etc. In the perspective of recovery, specialized organizations offer tools for businesses such as HR Tourism Canada, which organizes a series of free webinars of one hour to help them continue their activities and be more resilient.
While some employers are being creative in recruiting workers — example of Riotel Group Who partnered with a comedian to convince potential candidates — it is possible to mobilize and retain resources by applying some advice simple ones like planning, communication, feedback, and non-monetary recognition.
The importance of strategic knowledge and research
The uncertainty with which 2020 was lived demonstrated even more the value of strategic knowledge and research. Numerous studies, surveys and observatories thus provide the industry with the data it needs to adapt continuously and prepare for recovery.
Prospects for recovery
The pandemic and the health measures put in place, in particular the closure of borders, have had a major impact on the travel and air transport industry. The OGDs carried out several surveys in preparation for the recovery to better understand the behaviors and fears of the various markets. The regular updating of reports and forecasts of Destination Canada thus allows destinations to plan the return to normal. The behavior of travelers has also been the subject of several studies, including that of the firm Light.
The future of travel
What will the travel industry look like after the pandemic? This is a question that many organizations are trying to answer by forecasting future travel standards. Booking.com identified nine trends for the coming year, including the importance of the concept of Workcation and the increase in environmental awareness. On a technological level, amadeus identify new processes to adopt. THEOMT ensures its international leadership role by identifying five priority areas for tourism recovery.
Article written in collaboration with Acadia experience.
Featured image: Taras Zaluzhnyi - Unsplash