How Tour Operators can adapt to the significant shift in consumer preferences for quieter travel

 

Should tour operators embrace the shift towards wellness to optimise their offerings in the future? A recent study by Bókun, a leading tour operator software provider within the Tripadvisor family, has analysed the current travel demands in the industry, revealing the significant shifts in consumer preferences over the past decade (2013-2023). While quiet travel is all the rave for 2024, this demand for quieter wellness-based trips has been steadily on the rise for a decade. This research by Bokun indicates that tour operators may need to consider strategically realigning their offerings to better meet the evolving preferences of their target audience and time their marketing efforts for particular trips in accordance with consumer demands.

Key Campaign Findings

The study provides a comprehensive analysis of the evolving landscape of travel and tourism over the past decade, highlighting notable shifts in tourist preferences.

Among the top trips according to search demand over the last decade were “Bali Wellness Retreat” (+2956%), “Bird Watching Tour” (+343%) and “Nature Retreat” (+282%).

By analysing average noise pollution data across Europe, it has been found that Latvia, The Netherlands, Finland, and Iceland rank as four of the top countries with the least noise pollution, offering tranquil environments ideal for relaxation.

The countries that have seen the most growth in tourism over the past decade often have lower noise pollution levels, indicating a strong preference among travellers for more serene destinations and a priority on overall health and wellness.

Quiet Travel as a key trend

Quiet travel has been an emerging trend for some time, but with a growing emphasis on wellness-oriented travel, it is now dominating 2024 and is predicted to continue its upward trajectory into the future. This trend is also gaining more dominance on social media, with #SoloTravel having more than 948,000 posts on TikTok.

Forecasting insights predict a notable increase in search interest for these types of trips in 2025: ‘Nature Retreats’ (+23%), ‘Hiking Tours’ (+19%), ‘Walking Tours’ (+17%), ‘Historic Landmarks’ (+15%) and ‘Wellness Retreats’ (+14%).

Countries known for their tranquillity are also expected to see a surge in popularity. The Netherlands is forecasted to experience a 23% increase in search interest, followed by Latvia (8% rise) and Finland (4% rise).

How Tour Operators can adapt to changing consumer behaviour?

Sam Jefferies, Senior Growth Marketing Manager at Bókun comments: “While we know the industry’s travel preferences always ebbs and flows, it is great to see that more wellness-based tours and trips are growing. It is an important call for Tour operators to adapt to changing demands, tailor their experiences or simply align their current marketing efforts towards peak seasonal interest in order to thrive and take their business to the next level. With the travel landscape ever-evolving, the key to navigating these changes lies in adapting to these trends with flexibility and creativity.”

The Best Time To Market Specific Tours Inline With Consumer Demand

Tags: Bókun, Tripadvisor, survey