Travel Trends for 2022: Revenge Travel, Nature, Sustainability & Slow Travel

It wasn’t too hard to predict what travel would be like in 2021. Judging the year ahead seems trickier to me.

In mid-November, I was fairly confident that 2022 would be pretty darn good for travel and tourism. Maybe not everywhere, but probably in North America, Europe and the Caribbean. Hotels were re-opening in Toronto and other cities, airlines were announcing new routes, and tourism boards were actually travelling to other destinations to promote their brand.

But then Omicron appeared out of nowhere, and a feeling of “here we go again” dread came over many of us in the travel biz. It was like being at a great party at your favourite local watering hole, and then suddenly having someone drag you out into a dark alley and whack you in the kneecaps with a baseball bat.

By early December, I was thinking that 2022 would be pretty much like the year before. New restrictions are coming into place every day. Yet we’re also seeing studies that indicate the Omicron variant isn’t as bad as Delta. Yes, it’s more transmissible by a fair amount. But it’s not as likely to send people to the hospital, and it’s not as likely to kill you, at least if you’re fully vaccinated. More and more experts seem to be saying it could become endemic this year; like a bad flu.

So, now, sitting in my home office in Toronto on the first day of 2022, I’m thinking that maybe, just maybe, we’ll turn the corner again soon. If COVID-19 cases spike in mid-January, which seems likely, we might start to see a downward trend towards the end of the month. If that happens, people might start feeling like travel is safe again for February, or at least March/April.

With that in mind, here are some thoughts from both myself and a few travel experts/industry observers. Happy and safe travels to all in 2022.

Get Ready for “Revenge” Travel (and luxury)

“’Revenge travel’ is definitely in the cards,” says Frederic Dimanche, Director of the Ted Rogers School of Hospitality and Tourism Management at Ryerson University in Toronto. “We saw how quickly bookings increased in the fall, until they were stopped by Omicron. For example, Nevada reported record gaming revenues in November, following a strong uptake in international travel. People’s strong desire to travel will be even greater when Omicron-related restrictions drop around the world. 

Travel experts say people who’ve been deprived of their usual vacations also are willing to spend more to treat themselves, perhaps by bumping up to business class on a plane or upgrading to a suite at their fave hotel.

Cruise lines that offer around-the-world cruises that cost $100,000 or more are seeing them snapped up, often on the first day sales are open.

Domestic/Local Travel Remains Hot

Both 2020 and 2021 saw many travellers avoiding crowded airports and planes, and sticking close to home. I think that will change due to pent-up demand, but it might take a while. That bodes well for places like Victoria, an easy hop from Vancouver, or Muskoka, which is just a couple hours from Toronto. But the lack of business travel will hurt downtown hotels in Montreal, Calgary and other Canadian cities. Americans will continue to visit exotic sun destinations that are part of the U.S., including Hawai’I, Puerto Rico and the U.S. Virgin Islands, so they don’t need to worry about quarantines or testing rules.

“Despite the strong desire to travel, many will remain anxious and fearful of international travel (perceptions of risk, too expensive with required PCR tests, etc.) and as a result, domestic travel should see an uptake,” Dimanche says. “People won’t stop being attracted by sun destinations in winter and spring, but this may be moderated by a desire to enjoy slow travel in the home country.”

Canadian Tourism Businesses Will Continue to Suffer

It’s great that Canadians want to explore their own backyards, but domestic tourism can’t even begin to make up for the lack of people coming in from abroad. Studies show international travellers usually spend four or five times the amount of money of a domestic visitor. International travellers go to Niagara Falls for three days and stay in hotels and eat in local restaurants. Folks from southern Ontario go for the afternoon, buy a coffee at Tim Hortons and drive home.

“Domestic tourism will only help us recover if Canadians fear travelling abroad, if borders are closed, or the government makes it double hard, complex and/or expensive to get back into Canada,” says Greg Klassen, a partner at Twenty Thirty One Consulting in Vancouver and former head of the Canadian Tourism Commission. “But other countries will be working extra hard to lure Canadians to visit to recover their own tourism industries.

“Plus, there will be significant pent up demand for Canadians to travel abroad again, reducing the pool of domestic prospects further,” he says.

Sustainability And Eco-Travel Increasingly Important

Another hot topic in the travel biz is sustainability. A senior official with the Expedia Group says a recent survey found that nearly three in five travellers (59%) are willing to increase their travel spending to make their trip more sustainable

I don’t think people will pay 20% more per night to stay at a hotel that has eliminated tiny bottles of shampoo, but they do seem to want to stay at places that have cut down on waste and excess power usage. Trips that involve lending a hand in local communities are definitely on the rise in destinations such as Hawai’i, where visitors can help clear the land of invasive plant species or rebuild ancient fish ponds.

“Tourists are increasingly aware of the need to change, in light of climate change,” says Dimanche. “They will increasingly be looking for experiences that make them feel good about how they travel, from less consumptive (slow) activities to choosing suppliers that focus on improving their respective communities (see the example of Fogo Island Inn)” in Newfoundland.

Indigenous Tourism Experiences Highly Valued

I don’t have any studies to back this up, but new Indigenous experiences are popping up all across Canada. I think it’s wonderful. I also think this is something Canadians feel strongly about.

We’ve seen the damage that’s been to our Indigenous people from wrong-headed government policies, and I think many of us want to learn more about the magnificent history and welcoming cultures of Indigenous Canadians. The fact it might provide an economic boost to Indigenous communities is also a factor, I suspect.

Nature Travel Stays Hot

2020 was the year of the motorhome/recreational vehicle. Travellers started to move back towards cities in the fall of 2021. Studies of Canadian consumers have shown they’re hungry to get to sporting events, cocktail bars and live theatre.

But we’ve seen capacity limits slapped on teams such as the Toronto Maple Leafs and Toronto Raptors. Downtown Toronto shows and Calgary concerts are being cancelled or postponed. As long as those sort of announcements are dominating the news, I think we’ll see major demand for ski trips in Alberta (provided it warms up) or Air BnB rentals in Vancouver.

Even when people head back to cities, I think it will behoove destinations to market their natural side. Marsha Walden, president and CEO of Destination Canada, agrees.

“Canada has what the world wants,” she said recently. “We’re a safe country for travel, with one of the highest vaccination rates in the world. We have a respected country brand with high trust, and we have urban spaces connected to nature and wide open wilderness with unforgettable experiences.”

Cruising Trends

There was high demand for cruising late in 2021. Omicron has thrown the cruise industry for a huge curve, but I suspect cruise lovers will be flocking back to their fave ships if the virus starts to die down.

One-Stop Holidays Grow

Again, I haven’t seen studies on this. But I think it makes sense for travellers to take a trip and stay in one country for a longer period of time, versus hop-scotching around. At least if you limit yourself to one country in, say, Europe, you don’t have to worry about multiple COVID tests. It’s far less of a hassle to explore one country.

That bodes well for a country such as Switzerland, where you can explore amazing nature but also take in great museums and shopping. Another great option for a one-country, diverse holiday is Slovenia, which has a coastline that resembles both Croatia and Italy, as well as towering, alpine mountains and pretty cities such as the capital, Ljubljana. France and the UK also have tons of variety, as do Canada and the U.S.

Workcations Gain in Popularity

Fortune.com recently posted a story that quoted Kayak officials asa saying that more than 40% of Gen Z employees plan to take a “workcation,” meaning working while travelling, in 2022.

https://fortune.com/2021/12/27/travel-trends-2022-last-minute-fares-bookings-workcation-homeswap-trip-stacking/

“Younger generations like Gen Z likely live a more flexible lifestyle (i.e., no kids, pets, etc. just yet) that makes it easier to travel (and work) for weeks at a time from different locations, [which] gets more complicated when you have to move the whole family,” Kayak’s Hafner says. “Once people can really start traveling more freely again, we’ll start to see people squeeze in extra trips that double as work.

Safe Destinations Rule

Speaking on a Zoom call in mid-Novembe, Jennifer Hendry, the Conference Board of Canada’s Senior Research Associate, said a board study found that 83% of Canadians check a destination’s vaccination rates before they book a trip. If we’re doing that, surely others are checking health conditions before they travel, too.

Vacation Rentals/Family Villas

Some families found themselves separated again at Christmas this year. That likely will lead to more families getting together later in the year for a safe celebration. Villas or large homes will again be popular for social distancing and family get togethers.

Business Travel Will Struggle

Some experts say business travel will never again reach the popularity it once has. Others think the Zoom fad will fade quickly.

Egencia data shows that business travel demand was up over 40% globally in the third quarter, versus the second quarter of this, and up more than 110% compared to the same period last year, Expedia officials said in mid-November.

But Forbes said a recent poll found that 39% of U.S. business travellers say they’ll never go on another work trip.)

Last-Minute Bookings

Travellers used to book trips many weeks or months in advance. With travel rules changing quickly around the world, industry officials say people are now booking only a few weeks, or a few days, ahead of their trip.

I spoke with Marie Pier Germain from the Germain Hotels a few weeks ago. “The business we’re getting back is very last minute; this week for next week,” she said.

Get Ready for “Trip Stacking”

“There may be increased desire to travel in 2022, but people have learned their lessons and know that travel conditions can change quickly depending on the destination,” Dimanche says. “As a result, we might see more trip-stacking. In other words, travelers may book two or more trips and wait till the last minute to make a decision. They would then cancel the alternative bookings.”

Slow Travel

“Europeans are finding a taste again for sleeper trains and slower travel, and North Americans may want to follow this trend as well, when possible,” Dimanche says. “Several factors may explain this: First, it is a good way to avoid stressful airports and air travel.

“Second, it may be part of a better understanding of sustainability and people may want to travel more responsibly when climate change remains the most important long-term threat we face.

“Third, people may want to enjoy traveling to its fullest, and realize that the journey could also be part of the experience. Finally, this fits with the domestic travel trend.”