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Lifestyle Trends & Tourism

Publication date:
Sep 2016


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The European Travel Commission (ETC) has a long history of gathering intelligence on Europe’s key overseas travel markets. However, travellers’ choices are changing rapidly. Acknowledging the need to capitalise on long-term behavioural and attitudinal consumer lifestyle trends, ETC commissioned Future Foundation to gather new and meaningful insights on opportunities in long-haul markets suitable for action in the European tourism sector. In this study, the European Travel Commission will discuss 5 key trends.

Trend Sections

1. The End of Adventure
2. Constructive Tourism
3. Social Living
4. Personality without People
5. No Escape

The reports have been produced following a detailed programme of both primary and secondary research. They blend a variety of existing consumer insights with inputs from interviews conducted with travel experts and anecdotes from market-based trendspotters. Emphasis is placed on practical case studies and marketing-oriented recommendations for tourist boards and the travel sector as a whole.