Top trends in travel and tourism and how it applies to destination marketing - including a case study of the Mekong Moments campaign

1. OCTOBER
2016
JENS
THRAENHART
(晏子)
–
WWW.THRAENHART.COM
TOP
TEN
TRAVEL
&
TOURISM
TRENDS

2. JENS
THRAENHART
Execu.ve
Director,
Mekong
Tourism
Coordina.ng
Office
(since
2014)
President,
Chameleon
Strategies
(since
1999
–
UNWTO
Affiliate
Member)
TOP 20 MINDS IN EUROPEAN TRAVEL & TOURISM – 2014
TOP 25 MINDS IN GLOBAL TRAVEL & HOSPITALITY – 2004 & 2005
TOP 100 RISING STARS IN TRAVEL (TRAVEL AGENT MAGAZINE) - 2003

3. Greater
Mekong
Sub-­‐region
(GMS)
• Cambodia
• China
• Guangxi
• Yunnan
• Laos
• Myanmar
• Thailand
• Vietnam

4. Helping
Organizations
Adapt to a
Changing
Environment.

5. Select
Past
&
Present
Clients:

7. CONSUMER TRENDS
“Catch
the
next
wave
before
it
catches
you”

8. ASIA
TECHNOLOGY
CONSUMER
THREE MAIN DRIVERS OF CHANGE

9. DIGITAL
CONSUMER
BUYING
TRAVEL
ONLINE
1

10. 10
www.MekongTourism.org

12. Travel
in
the
Digital
Age

13. TOURISM
STATISTICS
GLOBAL
GROWTH
2

16. RISING
WEALTH
OF
ASIA
INTER-­‐REGIONAL
TRAVEL
3

21. CHINA
SEGEMENT
THE
MARKET
4

22. The
World’s
largest
consumer
market
by
2020

27. INDIA
NEXT
FRONTIER
5

30. MUSLIM
/
HALAL
HIDDEN
POTENTIAL
6

35. MICRO
NICHE
FEMALE
MUSLIMS

36. MILLENIALS
EXPERIENCE
HUNGRY
7

39. LGBT
SPENDING
POWER
8

41. CONNECTIVITY
AIR
–
RAIL
–
RIVER
–
ROAD
9

45. 45
Increased
Land-­‐Connec.vity
S.mulates
Independent
Travel
and
Creates
New
Products
145,300
km
ASIAN
Highway
Network
27,163
km
in
ASEAN
10,847
km
in
China
PRC
15,400
km
of
addi.onal
poten.al
Highway

46. EXPERIENTIAL
TOURISM
LIVE
LIKE
A
LOCAL
10

47. …who
is
looking
for
Authen.c
Experiences

48. Trying
to
get
away
from
the
masses…

49. 49
…to
get
immersed
with
local
culture.

53. The
sharing
economy
brings
us
closer
to
local
experiences

56. RACHEL
BOTSMAN
2014

61. AIRBNB
SHAKES
UP
ACCOMMODATION
Airbnb
Claim:
Travelers
would
not
have
traveled
otherwise,
indica`ng
it
is
increases
the
pie
–
rather
than
taking
a
share
of
it

62. Annual
1230%
Growth
on
AirBnB

78. Part
2.
Des.na.ons
take
Ac.on
Empowered
Travelers will
share their
Experiences
in Real Time.

79. Stories
Build
Emo.onal
Connec.ons

80. MEKONG
IS
MY
PASSION

81. 81
Travelers and Residents
share their unforgettable moments
in the Greater Mekong Sub-region
Launching the
#MekongMoments
Social Media
Photo & Video
Sharing Contest

82. #MekongMoments
#KhiriTravel
#AirAsia
#SouthernLaos
#SofitelLuangPrabang
#GibbonExperience
#OkPokTok
#SinoukCoffee
#KamuLodge
#Makphet
#GreenDiscoveryLaos
#Laos
#AsianTrails
#LaoAilines

84. 84

85. 85

86. 86

87. 87

88. 88

89. 89

90. CONTACT:
JENS
THRAENHART
(晏子)
W:
WWW.THRAENHART.COM
WECHAT:
THRAENHART
E:
JENS@THRAENHART.COM
T:
+66-­‐8555.44234