[#9] All You Can Fly / Europe Summer / AI=Less fun?
This month's recap of travel stories, tourism trends and news
In my monthly newsletters I'm trying to wear the traveler's and tourism insider’s hat to discuss some "juicy" topics in travel & hospitality. Read more about me here.
Enjoy reading!
#1: AI trip planning = Less fun?
Travelers check on average 277 webpages before booking a trip, according to a study published by Travelport. That's a huge number!
But AI tools like Gemini and ChatGPT could make tomorrow’s “discovery phase” faster and more efficient (for now, the output is still far from perfect).
Is that good or bad news?
In my opinion, it depends on what type of traveler you are.
In fact, many travelers will welcome the idea of spending less time researching -either because they have no time, or just don’t enjoy it.
While for others, discovery and inspiration remains a fun and important element in their journey.
Of course, travelers will still be able to choose how they want to plan their holiday.
Tourism marketers on the other hand need to get ready for both scenarios: A "shorter funnel" could mean less (or new!) opportunities to inspire travelers.
What type of traveler are you?
#2: Summer travel in Europe
Summer holidays are almost over in the Northern Hemisphere, and Europe was one of the preferred destinations.
International travel to Europe is up +7% compared to 2023
Italy is one of the top destinations: +10% flight and hotel bookings vs. last year
The city of Paris is among the top 5 destinations in Europe, but registered -2% international flights and -12% hotel bookings compared to 2023 despite the Olympic Games.
More insights here.
#3: All You Can Fly
Who doesn’t love the idea of traveling as much as they want, whenever they want?
Recently, European airline WizzAir launched an All-You-Can-Fly subscription at 599€ /year.
There are just a few things to consider:
Travelers need to pay an additional “flat fee for each flight” (visible before booking the flight)
Seats are subject to availability and can be booked up to 72 hours in advance.
All-you-can fly subscriptions aren’t new: This article describes a honest experience with the “Annual Pass” offered by Mexican airline Volaris.
While I haven’t tried any of these programs, some elements reminded me of my ”unlimited” free flights as a stand-by passenger -which were fun, but not always hassle-free.
Curious to see whether regular travelers will see added value in all-you-can-fly programs, considering these can’t be used “on demand” as other subscription-based services that became so popular (like Netflix, or…gyms).
One thing is for sure: “All-you-can-Fly” is a great marketing message to create buzz in a highly competitive market.
What do you think about this initiative?
#4: 80% of travelers→10% of destinations
80% of travelers visit just 10% of the world’s tourist destinations, according to a report released by McKinsey.
Destinations like Amsterdam and Dubrovnik are finding creative solutions to respond to increased tourist flows.
For example: Did you know that the discount card offered by the city of Amsterdam also tracks when and where tourists use it?
The full report is aimed at tourism professionals -but includes some curious facts for travelers, too.
#5: In case you missed it…
Upgrade Your Travel Experience With These Simple Words
In this article I reveal a few insider expressions that will make your journey smoother.
#6: Other travel news
'Coolcation' is one of this year's travel trends, where tourists seek cooler climates
It’s official: Istanbul is the World’s Most Connected Airport
A look at Europe’s tourist taxes—have they helped reduce overcrowding?
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So much valuable information here. I personally feel that AI is beneficial but it does take the fun out of discovering information the "old way" aka navigating different web sites. It's like cheating on a test: You probably get a good grade but did you learn? Also, very interesting about the all-you-can-fly program. I'd consider it!