A travel boom is a surge in tourism activity that can be driven by a number of factors: pent-up demand following travel restrictions, increased disposable incomes, social media influence, or dedicated efforts by governments to attract travellers.

NB: This is an article from Little Hotelier, one of our Expert Partners

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Hotels are on the receiving end of travel booms, meaning they have the opportunity to capitalise on these events if they understand and plan for them well enough.

We explore how your small property can do just that: understand what causes travel booms, why these events are important, and how you can prepare your hotel to maximise revenue.

Why is a travel boom so important for hotels?

As a small, independent hotel, you face a challenge: without the name recognition or marketing budget of bigger hotels, you’re forced to fight for the guests that those big names and chains fail to capture – a particularly tricky task during quieter periods like low season.

On the flip side, peak periods are all about making hay while the sun shines. Travellers are plentiful and room rates are high, so playing your cards right can set you up for the rest of the year.

A travel boom can be thought of as an extended peak period: your chance to make hay while the sun shines, but with it potentially shining for months or years on end.

But that’s not to say success is guaranteed. A strategic approach is an absolute must. In order to attract more guests, you need to understand the reasons behind the travel boom, who the travellers are, where they’re coming from, and what they’re looking for.

Who is travelling during these tourism booms?

Who are the key demographics driving a travel boom? That will vary depending on the reasons behind the boom, but it’s often a blend of emerging and returning guest segments, each of whom brings their own motivations and preferences.

Examples of common travel boom demographics include:

  • Digital nomads: A fast-growing segment who have a desire to blend work and travel, and who are often lured to certain destinations with special visas.
  • Millennial/Gen Z travellers: In search of Instagram-worthy spaces or more local, authentic experiences.
  • Families: Looking to reunite after the pandemic or conflict-related border closures, or who are simply looking for a group getaway.
  • Explorers: Searching for adventure, hidden gems, and paths less travelled, and who then spread the word within their niche communities.

Read the full article at Little Hotelier