The World Food Travel Association has released a new State of the Food Travel Industry Report. The research was led by TTRA member and GWTTRA Vice President Matthew Stone (California State University, Chico).
The report is free to download at: https://www.worldfoodtravel.org/cpages/state-of-the-food-tourism-industry
Topics in the report include:
- Importance of the Food Tourism Industry Today
- Assessing the Performance of Food Tourism Providers
- Considerations for Improving the Food Tourism Experience
- Key Food Tourism Issues
- Areas for Improvement in the Food Tourism Industry
- Spotlight on Preserving Culinary Authenticity
- Educating Visitors with Food & Drink
- Nurturing the Development of Food and Drink Activities
Russian agency RMAA Travel unveiled a unique book “Russian Tourism Market Report: Trends, Analysis & Statistics. How to impress Russian tourists and attract them to your country”.
Russia is consistently among the top 10 countries in terms of the expenses of its citizens abroad. Most Russian tourists prefer to rest in Turkey. For instance in 2017, this resort was visited by about 3.5 million Russians. Also while traveling, tourists from Russia willingly spend their money. All of this makes the Russian outbound tourism market extremely attractive for other countries.
The research by RMAA Travel covers all aspects of tourism market: from overall review to key players, from behavior of tourists to the marketing strategies of entering the Russian market.
“Our agency receives more and more requests from foreign customers on the organization of marketing research and advertising campaigns in order to attract Russian tourists. RMAA Travel team implemented several successful cases in this area. However, during data collection, we stumbled upon one problem: all the information was fragmented, and we had to spend a lot of time searching for data. As a result, we decided to collect all the accumulated materials into a single comprehensive research of the Russian tourism market. And today we are happy to share this study with our audience”, – said Vadim Tylik, CEO of RMAA Travel Agency.
The research covers the main issues concerned with the tourism market in Russia:
- How attractive is the Russian tourist market?
- Where do Russians prefer to rest?
- How much money do they spend on a trip?
- How do they plan travels?
- What players operate in the Russian market?
- Where is it worth and where is it not worth to advertise?
- What an advertising campaign should be to win the heart of a Russian tourist?
- How will be the Russian outbound tourism market developing?
This research will be especially useful for tourism ministries, foreign companies engaged in the travel industry, airlines, hotels and foreign advertising agencies which deal with promotion of tourism and travel-related services in Russia.
About the Company
RMAA Travel (business unit of RMAA Group) is an integrated Travel Marketing agency, providing full range of services for travel brands promotion in the Russian market. The agency works with world-class travel brands like Indonesia, Philippines, Malaysia, Morocco and China, and many others to advise, build and execute travel marketing strategies.
Written by: Maghen, Account Coordinator at Stamp.
As we leave the festivities of the holidays behind and dive into the new year, there is a lot of talk about hot new travel trends and what DMOs should be mindful of as they begin executing their marketing strategies for 2019. Notably, experiential travel is on the uptick, with travelers seeking out authentic, can’t-miss experiences in new places. And while some trends are relatively new, what we’re seeing is a continuation of travel habits that have grown in popularity over recent years. Here are five of the most notable trends that I feel will impact small to mid-sized markets in 2019.
1. Weekend Trips & Short Getaways
Over half of all travelers report that they plan to take more weekend and “mini-trips” in 2019. However, even though they may be shorter trips, travelers still expect authentic experiences that are personal, rewarding and tailored to their interests. Most notably, visitors are leaning towards unique types of accommodations (think AirBnBs) to get the most authentic travel experience, even on the shortest of stays.
What this means for your DMO: Have a plan to reach target markets that are within a three hour driving radius of your destination. Your primary research efforts will help you identify who these travelers are and what matters to them. Collaborate with your local stakeholders to plan events that appeal to these short-term travelers and will encourage overnight stays. You can read more about how to do that here.
2. Food Tourism
According to a recent Skift report, there has been a growing demand around culinary travel, and this trend is expected to continue through 2019 as more travelers plan their trips around food. Social media is largely responsible for driving this trend, as travelers today have the ability to share their edible adventures with friends and even strangers — particularly through Instagram. Long considered a niche market, Food Tourism is moving into the mainstream as more destinations recognize the benefit of curating culinary experiences to attract these travelers.
What this means for your DMO: Again, this is a great opportunity for you to partner with your local stakeholders — this time to craft unique itineraries that appeal to foodies, wine connoisseurs, craft beer enthusiasts, and the like. Tout your unique culinary offerings, and work with chefs, sommeliers and local breweries (if you have them) to create unique experiences to attract visitors (think flight nights, promoting local chefs or offering cooking classes). Read more about Food Tourism and how it can impact your destination here.
3. Bleisure Travel
In 2017 alone, over 60% of business trips were extended to include leisure time — a nearly 40% increase from the prior year. We’ve seen this trend steadily escalate in 2018 with no signs of slowing down. In fact, over 70% of travelers who combine business and leisure travel have reported that there are destinations they have visited or will visit in the future for business that they would like to extend for leisure travel.
What this means for your DMO: The top three most popular bleisure activities are sightseeing, dining and arts/culture — that gives your destination a lot to work with! When reaching out to meeting planners, consider offering them information about leisure activities that might interest meeting attendees — maybe even offer value packages or lodging discounts to attendees who extend their stay. To learn more about bleisure travel and how to leverage this trend, click here.
4. Families Want Adventure
Children play an influential role in family travel planning, with clear ideas about what constitutes an ideal trip. And families as a whole are starting to forego traditional beach vacations and Disney trips in favor of adventurous, off-the-beaten-path experiences. This preference for experiential travel over consumer-driven trips is beginning to have an impact on travel & tourism and is expected to play a dominant role in 2019.
What this means for your DMO: Consider how your marketing efforts accommodate the preferences of multi-generational family travelers, and put together family-friendly itineraries that appeal to this desire for adventure. Remember: adults are no longer the only decision-makers when it comes to planning a trip. Think about how the language and imagery on your website and in your marketing collateral appeals to adventure-seeking families. To read more about multi-generational travel, click here.
5. Instagram is Taking Center Stage
It’s no secret that Instagram can be a destination’s best friend. This social platform continues to take the industry by storm, making “insta-tourism” an important marketing tool. Travelers are beginning to formulate entire trip plans based on photogenic spots captured on Instagram. When my husband and I were planning our trip to Italy, for example, we chose Cinque Terre as one of our must-see destinations based purely on what we had seen on Instagram. For people seeking out travel inspiration, this visual platform provides a more genuine “insiders look” at a destination than, say, a tourism brochure.
What this means for your DMO: I think it goes without saying that maintaining an active presence on Instagram is a must — but I’m saying it anyway for the DMOs in the back! People engage with Instagram 10 times more than with Facebook, making it an ideal place for your destination to feature its most attractive offerings. To elevate your brand, consider partnering with social influencers. There are entire Instagram accounts dedicated to travel and tourism that niche down to some of the targets discussed here like multi-generational travelers, bleisure travelers and more. Partnering with these influencers where possible is an exceedingly effective way to influence the travel plans of your target markets. In this 1 minute video you can (meet me and) learn more about curating Instagram influencers.
These five trends are set to influence travel and tourism in 2019. And whether your DMO manages a small or mid-sized destination, identifying the Target Markets in your Marketing Action Plan that you can leverage to promote these hot travel trends will help increase visits to your destination. Don’t have a Marketing Action Plan? Give us a call! We’d be happy to coach you through the process.
On November 6, Euromonitor International’s travel research team introduced a free report on Megatrends Shaping the Future of Travel at the World Travel Market event in London.
The report identifies the most influential megatrends transforming the way we travel and do business. Concerns about travel impacting the environment, digital detox and travel simplicity are some of the world-changing patterns presented in the report.
TTRA update: latest OnlineFirst Articles for Journal of Travel Research for September/October 2018 are now available at http://bit.ly/2iE9Zwp
Market research is a knowledge-based industry, its key asset is people – software comes and goes, techniques evolve, but if the future of market research is to be secured, it will be on the strength of its people to add value, and importantly, to add value that non-researchers cannot. To ensure that value-added future, market research needs to develop its people, and a key part of that process in training, to build the competence of the people who make up the research industry. However, the Market Research Skills and Training Study 2018 Report report suggests that too little training is happening. The authors believe that if market research and the insights profession is to prosper in the upcoming world of big data, automation, and artificial intelligence, this must change, and the report outlines some of the key steps needed to achieve that.
This report is based on a study conducted globally in April to June 2018, with 1108 market researchers and insight professionals, and builds on our Market Research Knowledge Benchmarking Study 2017. Visit for a copy of this report and other project details.
The project was run by NewMR’s Sue York and Ray Poynter and supported by a wide range of people, to whom we offer our thanks, and who are listed in the full report.
The main story is that too many market researchers are not getting the training that they (and the industry) need to be receiving.
- 39% receive less than 6 hours training a year.
- Only 18% receive 6 or more days a year.
Our recommendation is that (in most cases) the minimum level of training should be three days per year. This is in many ways a modest figure, but it is more than two-thirds of people working in market research are receiving at the moment.
The rest of the key findings build on this main story, as indeed does the rest of the report. There are details and good points and bad points, but the main story is that too many market researchers are not receiving enough training, something we which believe is endangering the future of market research as a knowledge-based, value-adding industry and profession.
One quick way to find out if your staff or colleagues are receiving enough training is to ask them. Our study indicates that when people say they are not receiving enough training, or that they are unsure whether they are receiving enough training, they are right in about 75% to 85% of cases.