partner research

Visitors are increasingly seeking personalised experiences. As travel has matured, then expectations of the level of service have correspondingly increased. The industry must react to consumer expectations of individualised marketing, tailored itineraries, curated recommendations and personalised accommodation.

his is a growing driver of visitor decision making, as consumers continue to consider the impact of their travel footprint. The industry must have a clear and developed plan in place and any perceptions of ‘greenwashing’ are a growing risk to all parts of the visitor economy. Certain parts of the industry need to develop quickly in particular with regards to food waste, carbon emission planning, going over and above minimum efforts, utilising data and intelligence more.

An established trend for a number of years and no signs of letting up. The UK is one of the largest adventure tourist markets in Europe. It consists of multiple niche markets from fishing to birdwatching to cycling and walking holidays and also hard adventure including high adrenaline pursuits such as mountaineering or caving. There are opportunities to link to the wider North and also to develop urban adventure products to meet this demand.

Post pandemic, there is growing evidence that people want to have more life rewarding experiences that take them out of their day-to-day reality and that this is now embedded within their travel planning. Holiday planning is taking longer as visitors develop more elaborate itineraries to maximise their time. They are looking for culture shocks and different cultural experiences, to experience places that are off grid and are prepared to adapt their requirements including back to basics accommodation as a result.

The need for tech innovation within the visitor economy will continue. Increasingly AI is expected to enter the industry and act as a support tool to help travellers as they visit destinations. Key trends will include: 

Travel – increased use of digital in booking, seat selection, social media and boarding experience. 

Hospitality – check in/check out process, digital keys, self-service, personalised experiences, linking with this trend identified above. 

Planning – use of AI to seek information and plan itineraries.

Conferences and meetings, exhibitions and trade fairs, incentive travel programmes, outdoor events, corporate hospitality, festivals, sporting, cultural and music events all provide significant year-round motivators for visitors coming to Greater Manchester. They can also be used to generate extensive media profile.

This is not a new phenomenon and tourism has always been understood as the modern search for authenticity, the idea of ‘living like a local’. It will continue as a key trend for the foreseeable future with authentic experiences now expected and built into the visitor economy. These are increasingly taking the form of ‘ultra-localised’ itineraries and ‘meaningful’ travel.

A large and growing share of the visitor economy. Visitors are looking to use their time to relax, rejuvenate, for self-discovery and self-actualisation. The UK wellness market is the 5th largest in the world and 2nd in Europe and comprises sectors that are core to the visitor economy. The development of Therme in Trafford, set to be the largest spa complex in the UK, will provide growth opportunities in this area.

Another trend particularly for big cities is the night-time economy. This is a GM priority and the GM Night-Time Economy Strategy, published in 2022, estimates 464,000 people work in businesses active at night, around one third of the workforce. UK Hospitality have this year stated that the night-time economy is driven by the hospitality sector in particular with bars, cafes, night clubs and restaurants responsible for 42% of consumer spend after 6pm.

Whilst still in its infancy, it is reasonable to assume that AI will come to play an increasingly important role is everyday life. The visitor economy will need to grasp the opportunities that AI presents.