The main challenges remain linked to climate change, inequalities, and the need for more inclusive policies. The report indicates that countries with better management of natural and cultural resources attract more tourists, but it also stresses the need to strengthen resilience to future crises, such as environmental disasters and pandemics. A clear example is China, which ranks first globally for travel motivations but ranks 4th for natural and cultural resources, while placing 49th in health and hygiene. Italy performs better, ranking first for cultural resources and 27th for infrastructure and health security.

Digitalization and innovation are key factors in ensuring the growth of the tourism sector, alongside a particular focus on policies for preserving cultural and natural heritage.

In terms of ICT development and digital services, the top 10 is dominated by Northern European and East Asian countries, with Denmark holding the global lead, followed by South Korea and the Netherlands.

According to the Travel & Tourism Development Index, which combines various economic and tourism factors, the United States leads the global ranking in 2024, ahead of Spain and Japan. However, as shown by the examples, this general order drastically changes when more specific aspects and indices are considered.

At Twissen, we have observed that global tourism is undergoing a transition towards more sustainable models, requiring investments in infrastructure, international collaboration, and innovations in the transportation and services sector.

Twissen

L'articolo Global Tourism: Trends from the 2024 Travel & Tourism Development Index proviene da Twissen.

1. Hyper-Personalized Experiences

Travelers now expect tailor-made experiences that meet their specific needs, with 71% of consumers seeking personalized services. Artificial intelligence and machine learning enable hotels to analyze guest behaviors, creating highly customized stays that boost customer loyalty and open new revenue opportunities. 

2. The Rise of Hotel Retail

To meet evolving traveler expectations, hotels are transforming into retail platforms, offering unique experiences and extra services beyond traditional accommodation. Personalized tours, culinary journeys, and spa treatments are becoming integral parts of hotel packages, enhancing guest satisfaction and increasing revenue. 

3. Flexible Payments

The “Buy Now, Pay Later” (BNPL) option is gaining popularity, particularly among younger travelers. In fact, 40% of customers prefer not to pay the full amount upfront. Hotels that adopt this payment model can boost profitability by encouraging higher-value bookings and longer stays. 

4. AI Concierge and Chatbots

In a fast-paced world, many consumers expect personalized, 24/7 service. AI-driven concierge services are revolutionizing the industry, with hotels integrating chatbots and virtual assistants to handle guest requests, bookings, and upgrades. This improves efficiency and reduces customer service costs by up to 40%. 

5. Customization at Every Stage

Booking a stay is just the beginning—guests want to personalize their experience with spa treatments, dining options, transportation, and on-site activities. Offering additional services throughout the customer journey enhances satisfaction, reduces cancellation rates, and increases the average booking value. 

6. The Gift of Experience

More people are choosing meaningful experiences over material goods. Hotels are responding by offering gift cards and vouchers for stays and services, giving consumers greater flexibility. The hospitality gift card market is expected to reach $4.2 billion by 2032. 

7. Self-Service and Minimal Contact

Around 80% of travelers prefer contactless options during their stay. Hotels and resorts are integrating technology to offer automated check-in, mobile booking management, and seamless service access without direct staff interaction. 

8. Stress-Free Travel

With ongoing uncertainties in travel, consumers are looking for guarantees and flexibility. Around 70% of travelers prefer booking options with flexible policies. Integrating travel insurance and flexible cancellation policies helps reduce cancellations and build customer trust. 

At Twissen, we have observed that the hospitality industry is evolving at an unprecedented pace, requiring adaptation to an ever-changing reality. The growing focus on sustainability and the demand for flexibility and convenience make it crucial for hotels to balance technological advancements with exceptional guest care. Embracing these trends will be key to staying competitive in the hospitality sector. 

Twissen

L'articolo A Recent Study Reveals the 8 Key Hospitality Trends for 2025 proviene da Twissen.

Recent reports from Dragon Trail on WeChat and Weibo analyze the performance of both platforms in 2024 (WeChat e Weibo), providing a detailed overview of Chinese travelers’ preferences and behaviors, as well as Italy’s positioning in this global landscape. 

WeChat and Weibo: Strategic Channels for Tourism 

Since its launch in 2011, WeChat has remained a cornerstone of tourism marketing for the Chinese audience. The Dragon Trail report highlights that in 2024, destinations that achieved the highest engagement on WeChat were those that successfully combined informative content, special offers, and compelling storytelling. 

Weibo, on the other hand, continues to be a key platform for viral communication and user engagement. Data shows that the most successful posts come from tourism boards that effectively leverage popular hashtags, collaborations with influencers, and high-quality visual content. 

Chinese Tourism and Emerging Trends 

The large-scale return of Chinese tourists traveling abroad is one of the most significant trends of 2024. Destinations that have successfully adapted to evolving traveler expectations—offering digitalized services and targeted marketing campaigns on Chinese social media—have achieved the best results. 

Among emerging trends on WeChat and Weibo, DMOs, hotels, and cruise lines have seen a notable increase in market share from 2023 to 2024, reflecting renewed consumer interest. Meanwhile, attractions and museums have maintained steady engagement, with a slight increase mainly driven by Disneyland Hong Kong. In contrast, interest in airlines has dropped significantly, by over 80%. 

Sources: 2024 Full-Year Weibo Rankings Report, 2024 Full-Year WeChat Rankings Report by Dragon Trail

At the same time, attracting foreign visitors to China remains a challenge. Platforms like WeChat and Weibo are introducing multilingual tools and promotional campaigns aimed at Western markets, but outbound tourism continues to far exceed inbound travel. 

Europe in the Landscape of Chinese Tourism 

Italy is not among the Top 10 most-mentioned destinations on Chinese social media. 

Spain stands out as the leading European destination, ranking 4th among foreign national tourism boards on WeChat, following Japan, Thailand, and Shanghai. This trend is also reflected in the ranking of the most active international DMOs, where Valencia takes 4th place, ahead of Edinburgh and Milan, which rank 9th and 10th, respectively. 

On Weibo, meanwhile, Nordic countries such as Norway and Denmark have gained significant traction in 2024, reaching 5th and 6th place in engagement rankings, surpassing France and Germany. 

Conclusions 

At Twissen, we believe that effectively leveraging platforms like WeChat and Weibo is essential for attracting Chinese tourists and enhancing relationships with international visitors. While Italy maintains strong appeal, refining its digital strategy is crucial to remaining competitive. The adoption of innovative campaigns, a stronger presence on these social media platforms, and better integration of digital services are key to strengthening Italy’s position in the Chinese tourism market and attracting a growing number of visitors from China. 

Twissen

L'articolo The Role of WeChat and Weibo in Chinese Tourism: An Opportunity for Italy proviene da Twissen.

1. Digital Identity: The integration of biometrics and digital identities is set to streamline the entire travel process.
2. AI and Automation: Airports and airlines will increasingly rely on AI and automation to optimize operations and enhance efficiency.
3. Urban Air Mobility (UAM): The emergence of UAM as a new transport mode, particularly in congested urban areas, is expected to revolutionize short-distance travel.
4. Sustainability: The industry’s commitment to achieving net-zero emissions by 2050 will be fueled by data analytics and more sustainable operations.
5. Multimodal Travel: A seamless, integrated travel experience across multiple transport modes will become the norm.
6. Digital Travel: The digital transformation of travel will continue, with mobile commerce and innovative payment systems leading the way.
7. Workforce Dynamics: Automation will change workforce dynamics, requiring a more agile, service-oriented approach.
8. Supply Chain Transformation: Blockchain and other technologies will enhance the efficiency and transparency of the aviation supply chain.
9. Passenger Experience Personalization: Data-driven insights will allow for a more personalized passenger experience.
10. Flattened Business Structures: Airports will adopt flatter organizational structures to improve communication and decision-making.
11. Resilience and Adaptability: Building resilience against future challenges, such as pandemics, will be critical.
12. Collaborative Innovation: Collaboration between airlines, airports, and governments will be essential to drive innovation.

As these trends take shape, the travel industry will face challenging obstacles, particularly in sustainability and technological adoption. However, the role of human resources will be crucial in ensuring that companies and projects not only meet these challenges but also achieve success through innovation and adaptability.

Click here to download the full report 

Twissen

twissen.com

L'articolo 12 Key Travel Industry Trends for 2024: Insights from SITA Megatrends Report proviene da Twissen.

1. The Anywhere Traveler Puts New Destinations on the Map 

Among Skift megatrends, we highlight the significance of the millennial generation, which accounts for a quarter of the world’s population. The typical millennial, born between 1981 and 1996, is now around 34 years old and in the mid-stage of their career with approaching peak purchasing power. According to Boston Consulting Group, this generation will increase their per capita spending by 10 percent over the next five years, while spending by Gen X and Baby Boomers will decline. Millennials prioritize experiences over material possessions and desire unique travel experiences to distinguish themselves from others. Skift Research reports that 70 percent of American millennials and Gen Zs seek out travel experiences that are unheard of by their family and friends, and the percentage is even higher in China at 90 percent.
Moreover, while digital nomads may not be a significant market, they create a positive image of living and working in unexplored places that have not been widely advertised on social media. This idea of being a digital nomad inspires many millennials and Gen Z travelers who seek unique experiences. Therefore, companies and destinations that can cater to this trend have a good chance of succeeding. 

2. The Changing Face of Human Capital in Travel 

The travel industry is facing a complex labour problem, which varies depending on location and time. Labour shortages persist in many markets, and demographic and cultural shifts are likely to sustain mismatches between supply and demand for some time. Travel companies are developing innovative solutions such as starting their own academies, using social media to attract new talent, and offering better pay and more flexible working hours. However, there are still gaps, especially among low-earning workers who may choose to work in other industries. To address this issue, online platforms are helping to match candidates with employers, and some companies are introducing new models such as offering underemployed professionals 20-hour working weeks. In addition, the cruise industry is calling for more flexible visa arrangements to address staffing shortages, and travel companies are using digitalization and automation to upskill their staff. To attract and retain talent, travel companies could use human resource analytics, according to McKinsey & Company. Some companies, such as Amadeus, have opened schools to train the next generation in digital skills in tourism. While the industry is working to address the labour problem, it remains to be seen how effective these solutions will be in practice. 

3. Planners Embrace Transformational Experience-First Events 

During the pandemic, businesses were forced to conduct their operations online and realized the gains in efficiency. This has led to the acceptance of online meetings, and in-person events are now designed to create a more welcoming environment where attendees drive their own experiences. People now demand to return home inspired and connected, and events that encourage connection and meaning are well-positioned for success in the future. The experience economy is a multi-billion industry that meetings and events can borrow from to offer attendees an experience they will soon not forget. However, meeting professionals must consider planning less and allowing attendees to take more control of their experiences. Accessibility for all is a priority, and diversity, equity, and inclusion (DE&I) have been a continued focus in the meetings and events industry. Finally, content is at the core of a successful conference, and the experience of understanding is what is offered, which is achieved by eliminating teleprompters and lecterns and creating a simple and minimalistic environment. 

4. Travel Marketing Poised for Reboot From Generative AI 

The travel marketing industry is moving towards using artificial intelligence (AI) to create marketing campaigns, social media posts, and other content. This is made possible by generative AI, a new development that allows computers to create unique products based on specific rules given to them. The generative AI market is projected to reach $110.8 billion by 2030. In the travel industry, this technology can be used for personalized travel recommendations, virtual tours, and creating personalized advertisements, among other things. Marketing agencies are already experimenting with AI software platforms to generate marketing copy and assets. Generative AI is based on transformer models, which spot patterns in data where the sequence of the elements is important. While marketing is the sector that will see the most immediate change from this technology, it could also be used for designing airports, hotels, aircraft, and more. There are already platforms that exist for interior design, and experiments are happening now to explore how AI can be used to develop architecture drawings. 

5. India Becoming the New China in the Reordering of Asia Travel 

China has relaxed its strict zero-Covid policy for domestic tourism, but this may be too late as the rest of the world is learning to live with the virus. Chinese tourists remain skeptical of international travel, according to a recent survey, and this creates an opportunity for India to become the largest travel source market. India’s population is set to surpass China’s in 2023, and it already ticks most of the boxes for a suitable candidate to replace China. In 2019, China was the largest outbound travel market in the world, but its recovery path remains uneven and destinations are looking for new source markets, with India being a frontrunner. India has outperformed other Asia-Pacific countries in terms of a faster rebound and is projected to become the new China over the next five years. Despite challenges such as the cutback on incentive trips, the depreciating Indian Rupee, and visa logjams, India’s potential for outbound tourism is exemplified by its large population, confidence among its travellers, and disposable incomes fuelling recovery in the tourism sector. 

At Twissen we observe that many of the megatrends highlighted by Skift present both opportunities and challenges for the industry, thus, companies and destinations that can successfully cater to them have a good chance of succeeding, while those who ignore the current change in travel & tourism will likely be surpassed by their competitors. 

Learn more about Skift Megatrends 2023. 

Twissen

twissen.com

L'articolo The Skift Report 2023 includes artificial intelligence and labour shortages among the megatrends proviene da Twissen.

This app is an artificial intelligence program that has been trained to write text autonomously. It has been designed to generate text in a natural and coherent way, similar to how a human writes. It is used to create automatic responses, narrative text and conversations for chatbots. It is advanced technology that helps to make conversations with computers more similar to those with people.
Artificial intelligence can improve the tourism industry in various ways, for example by enhancing the travelers’ experience with chatbots.  

Here are some examples: 

• 24/7 assistance: Chatbots can provide information and assistance to customers at any time, even outside of human operators’ working hours. 
• Bookings and information: Chatbots can help customers book flights, hotels, and activities, providing information on availability, prices, and special offers. 
• Personalized recommendations: Chatbots can use machine learning to provide personalized recommendations to customers based on their preferences and needs. 
• Language: Chatbots can communicate with customers in multiple languages, making the interaction smoother and more accessible to a global audience. 
• Cost reduction: Chatbots can help reduce customer service costs, as they can handle a large number of requests simultaneously and automate many tasks. 
• Data analysis: Chatbots can gather and analyze user data to help companies better understand their customers and provide an even more personalized and targeted service. 
• Seamless interaction: Chatbots can provide a seamless experience for users, allowing them to continue the conversation across different channels like SMS, Email, Social Media. 
• Customer satisfaction: The ability to offer quick and personalized assistance can increase customer satisfaction and loyalty. 

This is what we wrote in 2017 on this topic, imagining the era of BOTA, a neologism that we coined by combining Chatbot and O.T.A, and envisioning the use of this technology to create greater value in the distribution chain of the tourism industry. 

IT’S TIME FOR BOTA!

Technology and a good dose of creativity can create room for new solutions and, in particular, new brands

Artificial intelligence and robots are catching on in the Travel & Tourism industry, starting to change users’ behaviour, services and, above all, business models. The robot which serves meals in hotels is here. Its name is AURA, it is owned by M Social, and we can find it in Singapore. Nowadays we can also find robots in airports, in particular in Asian ones, and are able to provide several services, from the check-in to giving information. Robots are increasingly being developed in other sectors, too. Recently, eMarketer realised a survey in the USA and UK, discovering that more than 90% of respondents thinks that being able to chat with the hotel is very useful. Perhaps this is the reason why, in February, Mercure launched a BOT for Messenger, following Expedia, Kayak and Skyscanner, which has also signed an interesting deal with Skype. There are many new startups, such as SnapTravel, HelloHipmunk, Mezi, KimKim, Pana or BoltFare… and the list would be longer than this.
Many groups of users, especially the youngest ones, think that chats are a very immediate and efficient tool, and we can expect that their usage will be unrestrained. In fact, it is perceived as quick, discrete (if compared to voice assistants) and, in particular, it fits into the mobile trend, which definitely became the most used tool for online researches and will soon become the preferred one for booking. We are already observing new distribution business models based on chatbots, actual mobile-focused OTAs, namely chatbOTAs… that we are going to call BOTAs! In fact, in spite of the consolidation phase which saw the rise of integrated colossus in the USA, such as Expedia, Priceline and Aribnb and in China, such as Ctrip and Alibaba, technology and a good dose of creativity can create room for new solutions and, in particular, new brands.

Twissen

twissen.com

L'articolo How Artificial Intelligence is Improving Tourists’ Experience proviene da Twissen.

In the Travel & Tourism industry, as we have highlighted in our previous articles, tourism destinations and hotels will be able to manage the relationship with the customer-tourist in new ways, opening up to new interactions before, during and after the journey, exploring new opportunities for monetisation and value creation.  

To achieve this, a change of paradigm will be necessary. Starting with entrepreneurs, managers or hoteliers, key people in the industry will have to turn into meta-entrepreneurs, a neologism first coined by Twissen in relation to the topic.  

A new generation of business leaders will be able to innovate and, while continuing to develop business in the ‘real’ world, leverage the technologies offered by the metaverse with new revenue and value creation opportunities for their stakeholders.  

Meta-entrepreneurs will have to equip their companies from the outset with a meta-strategy accompanied by a precise business model, dosing their resources well at each stage of receiving this new wave from the market.  

Technology, all of which already exists, will be the defining element. Graphics, fluidity and security, for example, will position the business project in the metaverse. 

Finally, training will be a strategic element since, although there will always be, fortunately, operators who welcome tourists in the real world, and they will need lifelong training, there will be a new class of employees who will operate in the virtual world and who will have to learn, for example, specific hospitality techniques.  

We at Twissen have observed that, although it still takes time for the market to be fully receptive, there are several activities that can be completed in the virtual platform, such as business meetings, training or previews of hotel rooms. It is highly recommended to approach this trend already now in order not to be caught off guard when the market is ready and receptive.  

Twissen

twissen.com

L'articolo The time has come for meta-entrepreneurs, even in tourism proviene da Twissen.

The metaverse for the hotel industry offers many insights and, above all, new opportunities emerge to enhance one’s brand and further monetize its customer-user management.

For hotels, it is not a matter of replacing the real experience with the virtual one, but of offering answers to those users who are increasingly investing resources in their virtual identity.

Services
Technology will help to provide faster, more relevant responses, available at anytime, improving the perception of quality of the guest who will always feel accompanied during their stay.
New hospitality techniques will need to be developed to respond to new customer demands.

Data
The amount of data available to each establishment will be huge and new proximity marketing strategies may emerge.
Extreme case: every movement of a guest within the establishment can be traced, therefore, the issue of privacy becomes relevant and a strategic component of the value proposition.

Staff
Dedicated staff will have to be considered to assist the customer through the metaverse, with different techniques and times, and it will be a strategic differentiator. Therefore, training will assume a central and new role.

The size
The value proposition will determine the size of the company in the metaverse. If it is attractive, we will find many users, if not, fewer. And therefore, there may be historical residences, glamping, or small design B&Bs that, by involving a large community, strengthen their brand and may monetize more than in real business, where, in the extreme case, they may not even exist.

At Twissen, we observe that the concept of hospitality requires an extension into the metaverse, with new techniques that will have to be developed by leveraging the real experience. It is advisable to start developing a meta-strategy to build a sustainable customer experience, coherent with one’s own brand values. The staff will be decisive, but the technology used will determine its positioning.

Francesco Redi

President and founder at Twissen. Manager in Local Development, Tourism Policies,  EU Funds. He cooperates with several European universities, public bodies, development agencies, DMOs and enterprises.

L'articolo Opportunities in the Metaverse for the Hotel Industry (Part 2) proviene da Twissen.

Indeed, a business will be able to improve its customer management throughout the whole customer experience and thus before, during, and after the trip, generating new revenue streams and monetizing its brand.

Replicate your mood
Any establishment can replicate its own ambiance or develop it in line with its own mood also with the help of architects and designers. Let’s imagine the entrance, reception, garden, rooms or meeting rooms.
Before travelling, the target tourist can enter and in an immersive way see the rooms and services, which he can then book directly.
The accessibility of the environments and enjoyment will be unhindered.

Source: ItalyWow

Events
At any time, the user will be able to rent virtual meeting rooms, elegant, probably furnished with the most iconic NFTs to host a meeting with major clients, corporate events, or family celebrations with others who are in other locations and who can attend in the form of avatars or meta-humans.
And so not only corporate events, one can indulge in various formats and with different levels of hybridization: concerts, exhibitions, and events of various kinds. The choice of setting will be part of the offer and bad weather will not be a threat.
The MICE segment may be faced with new challenges: in any metaverse, one can already have meetings and gatherings in creative but still standard environments. The status, organisation, and technology of an offer will determine its economic value and positioning.

Tourism
It is true that the meta-verse will not replace, especially for those who can afford it, the real experience with the virtual one. However, the guest may want to try out some previews or repeat at a distance, where feasible, the experience set in the territory.
The hotel or establishment reinforces its centrality as a hub within the destination.

Shopping
During their stay, guests will be able to interact more conveniently, also buying services and experiences, and ordering products and services that they can consume immediately or have delivered to their homes.
But this can happen at any time during the customer experience and will be an engaging and continuous experience. The purchase (and repurchase) of a wine I am drinking at the table, a piece of furniture, a perfume, or a souvenir. Every object in hotels will become a gateway to new shopping dynamics.

(to be continued)

Cover image: Screenshot Horizon Worlds/Meta

Francesco Redi

President and founder at Twissen. Manager in Local Development, Tourism Policies,  EU Funds. He cooperates with several European universities, public bodies, development agencies, DMOs and enterprises.

L'articolo Opportunities of the Metaverse for the Hotel Industry (Part 1) proviene da Twissen.

A report by Grand View Research stated that, as for glamping, Europe dominated the global market with a share of 35% in 2021, with France as one of the key countries promoting this trend.
Kampgrounds of America conducted a study which showed that camping and its variations, especially RVing and glamping, are having a great appeal in the USA with a growth of 36% since 2020. Moreover, in its latest report, The Dyrt stated that it was three times harder to book a campground in 2021 than pre-pandemic period.
Even China is experiencing a boost in camping and glamping trend. A report by iiMedia Research showed an increase from 1.16 billion USD in 2014 to 4.47 billion in 2021 and it is expected to grow by 18.6% in 2022. According to Dragon Trail, other Asian destinations such as Thailand and Dubai are investing in this trend, especially in the glamping market which is expected to grow globally at a CAGR of 10.9% from 2022 to 2030. 

The camping and glamping sector has boosted thanks also to the rise of workation trend; the number of travellers who bring their laptops to campsites has nearly tripled since 2018, making Wi-Fi a critical element in their decision-making process. The other main requested services by campers surveyed in The Dyrt’s report are campfires allowed, drinking water, toilets, pets allowed, and showers. Of course, glamping requires many more luxe amenities and comforts than traditional camping such as private bathrooms, linen service, kitchen, air conditioning, TV, and pools. 

At Twissen we observed that, during the pandemic, the camping and glamping sector has experienced a clear growth and its popularity, starting before the COVID-19 emergency, suggests that the sector will continue to grow afterward. Camping is, therefore, a sector worth investing in, especially taking comfort needs and technology into account. 

Twissen

L'articolo Camping and Glamping trend beyond the pandemic proviene da Twissen.