02/01/2020
Unlike prior years, when factors like fear drove destination trends, this year the four most significant destination stimulants that Embark is seeing are art, immersive activity, culture and cosmopolitan experiences. Wellness and food stayed as strong drivers of destination selection, as did connection conducive to larger family and friend relationships.
There is no question that the travel bucket lists are now defined more by aspiration and experience than destination, with more than 65 percent of requests coming in with a destination undetermined. Instead, our clients are asking for general themes like art experiences, immersive food concepts, wellness, or just plain old jetsetting.
Art clearly is the new food for 2020. Just as new food concepts are less about fuss and more about approachability and story, so goes art. Biennale year aside, from Milan to Asheville art is an important driving factor in attracting visitors. To be clear, this is not just about the art galleries and museums, but the boho-cool culture that comes with art destinations—cool restaurants and funky boutiques—basically the unique, the unpredictable and the local personality that travelers crave in a homogenous world. Look no farther than Bangkok, which launched its Biennale last year in a sharp revitalized artsy neighborhood that will soon see a Four Seasons and a Capella hotel.
Active travel continued with great stamina as we placed people in destinations based on the activities they offered, not their locale on a map. Culture led the way in destinations that were least run over by tourists as our clients seek to escape the woes of over-tourism. And lastly, this past year seemed to be the year of shopping and partying, as cosmopolitan destinations like St. Barts, St. Tropez and Sardinia made a huge comeback with clients looking to soak in the jetsetter lifestyle at nightclubs, beach clubs, trendy restaurants and exclusive shops.
As usual we see that new luxury product and improved access continue to be significant drivers. Destinations like Rwanda and Bhutan are cases in point. Business to Australia and South Africa is already up nearly 25 percent thanks to easier access to both destinations from key U.S. markets. The Caribbean spiked 133 percent in 2019, with dozens of resorts reopening after Hurricane Irma and amnesia of past Zika fears. So where does that leave us for 2020? Below is a summary of what we are seeing:
Markets on the Rise: Morocco, St. Tropez/ Cote d’Azur, St. Barts, Paris, Egypt, Canada, Ireland, Scotland, London, Slovenia, Croatia/Montenegro, Panama, South Africa, Costa Rica, Israel, Glamping & Ranch Vacations, Southeast Asia/Indochina (Vietnam, Laos), Galapagos, Sweden (Stockholm), Norway, Italy (Amalfi Coast, Puglia, Florence, Venice), Australia, Bhutan, Indonesia, U.K. (beyond London), Ireland, Botswana, Chile, Nashville, Austin, Mexico City, Fiji, European Skiing, New Zealand, Cartagena, East Africa (Kenya/Tanzania) and Rwanda.
Strong But Flat Markets: Sicily, Greece, Tuscany, Netherlands, London, Rome, Dubai, California (Los Angeles/Southern California, Napa Valley), Caribbean, Iceland, Portugal, Spain (San Sebastian/Basque, Ibiza, Marbella, Mallorca), National Parks, North American Ski Resorts, Maldives, Berlin, Miami, Tahiti/Bora Bora, and Los Cabos.
Struggling Markets: Cuba, Hong Kong, Dominican Republic, Sri Lanka, Cancun, Turkey, Belize, Russia, Baltics, Germany, Turkey, Tunisia, Paris, Argentina, Brazil, Peru, Costa Rica, Hawaii, Ocean & River Cruises, China, Russia, and Myanmar.
In selecting our top destinations by category, we focused far-flung destinations, multi-gen destinations, summer retreats, growth destinations, celebration destinations, opportunity destinations, ski destinations and honeymoon destinations. Here are the results:
Top Five Far-Flung Destinations: 1) Japan & Southeast Asia (including Bali, Vietnam, Cambodia and Thailand), 2) Maldives, 3) South Africa, 4) Australia/New Zealand, 5) Peru.
Top 10 Multi-Gen Destinations: 1) Italy, 2) South Africa. 3) U.S. Ranch Vacations & National Parks, 4) Caribbean & Mexico, 5) Morocco, 6) Australia/New Zealand, 7) South of France, 8) London, 9) South of Spain, 10) Greece.
Top 10 Summer Retreats: 1) Amalfi Coast, 2) Cote d’Azur, 3) Italy (other), 4) Ibiza, 5) Greece (mainly Mykonos and Santorini), 6) Spain (Ibiza, Marbella/Basque), 7) Marbella/Malaga, 8) U.S. Ranch Vacations & National Parks. 9) California, 10) Iceland.
Top 10 Growth Destinations: 1) Caribbean (specifically St. Barts), 2) Japan. 3) Ireland, 4) Morocco, 5) Portugal, 6) Australia, 7) Southeast Asia 8) Israel, 9) Egypt, 10) Rwanda.
Top 10 Celebration Destinations: 1) France (led by Paris and the Cote d’Azur), 2) Italy (led by Lake Como, Tuscany/Florence and Amalfi), 3) Mexico (led by Cabo, Riviera Maya and Punta Mita), 4) Caribbean, 5) Southern Spain, 6) Luxury Ranches, 7) Aspen, 8) Morocco, 9) Ireland, 10) South Africa.
Top 10 Opportunity Destinations: 1) Paris, 2) Portugal, 3) Peru. 4) Egypt, 5.) Indonesia. 6) Sri Lanka. 7) Virgin Islands, 8) Bolivia. 9) Dominican Republic, 10) Rwanda.
Top 10 Ski Destinations: 1) Aspen, 2) Deer Valley, 3) Courchevel, 4) Gstaad, 5) St. Moritz, 6) Whistler, 7) Dolomites, 8) Vail, 9) Zermatt, 10) Niseko.
Top Eight Honeymoon Destinations: 1) Dubai & Maldives, 2) Italy; 3) Thailand & Vietnam, 4) South Africa & Mauritius, 5) Caribbean & Mexico, 6) Greece. 7) Southern Spain, 8) South Pacific.