In the current agricultural climate, farmers are increasingly looking for ways to futureproof their business. Working with landowners through the recent DEFRA-funded Future Farming Resilience Fund highlighted the fact that diversification continues to be high on the agenda for farmers who are looking to add value to their business, with many considering a tourism venture.
The Savills research report, Spotlight: Tourism, leisure and events market, illustrates how the holiday accommodation, wedding and visitor attraction sectors are dynamic and evolving, presenting both opportunities and challenges. Here are the current trends shaping the industry:
1. Increased demand for authentic experiences
Travellers are seeking a holiday experience that is authentic and unique, with the desire for immersive and organic experiences stronger than ever. For some, this may be visiting a remote location with no internet connection to unplug from technology. Others may choose to engage in a more local experience, rather than conventional sight-seeing.
2. Sustainable travel
Increased awareness of our environmental impact has fuelled an interest in sustainable accommodation and environmentally friendly travel. Sustainable tourism brings significant benefits to rural areas, boosting the economy by supporting local businesses and creating jobs through spending on accommodation, food, transport and activities. Additionally, sustainable and eco-tourism helps preserve the surrounding environment and wildlife in the area.
3. Wellness spaces
Wellbeing has become a top priority in UK consumers’ daily routines and for holiday choices. The wellness market is expanding, with accommodation offering everything from wild swimming pools and saunas to fitness centres and plenty of outdoor space.
4. Using technology and social media for inspiration
Social media and technology have become incredibly influential for holiday inspiration, especially among younger generations. While travellers may be looking for a holiday which allows them to unplug from social media, it can help in the planning stages of a trip. Social media can inspire where to go on holiday, showcasing destinations which someone new to the area may have been unfamiliar with.
5. Cost-conscious travel
Amid rising costs of living, travellers are looking to be more cost-conscious while still enjoying the high quality, authentic and unique experience they desire. Operators and tourists alike are thinking about how they can package items together to save costs. For example, accommodation providers often partner with local attractions to deliver discount tickets and increase the number of attendees. While managing costs, consumers want to maintain a high-quality holiday, so they might take a shorter trip yet keep their holiday up to their desired standards.
As the industry evolves, travellers are embracing destinations that prioritise authenticity, sustainability and wellness. As well as embracing these trends, tourism enterprises must provide value for money, leverage technology and use targeted marketing and social media platforms to stay competitive.
Read the Spotlight: Tourism, leisure and events market report: www.savills.co.uk/research_articles/229130/374699-0
Pictured: Cambridgeshire Lakes, a small, family run business of four bespoke lodges in a rural, lakeside setting – www.cambridgeshirelakes.co.uk
For more like this, sign up for the FREE South East Farmer e-newsletter here and receive all the latest farming news, reviews and insight straight to your inbox.
