The demand for "one size fits all" holidays has fallen as travellers seek getaways tailored to their specific interests, says a report launched today. Since 2002, the number of holidays booked through mainstream operators has dropped by almost 10%, while the number of specialist holidays booked online has boomed.
Travellers are said to be turning to experience-based breaks that either reflect their hobbies or give them a taste of something completely new, such as salsa dancing or sushi-making. The new market is being embraced by affluent baby boomers, empty nesters, adventure-seeking singletons and "cash rich, time poor" professionals.
The report from online travel group Travelzest and the Centre for Future Studies reveals that bookings of standard holiday packages fell by 8.9% between 2002 and 2006. They predict further decline, particularly as the internet drives the niche markets forward.
"We're moving away from a mass-market culture to one of unlimited choice," says Chris Mottershead, chief executive of Travelzest. He believes the travel industry could learn a lesson from Amazon, where "a quarter of book sales come from titles outside their top 100,000 sellers".
Dr Frank Shaw, foresight director for the Centre of Future Studies, adds: "We are seeing much more sophisticated and confident travellers who care about the world around them and want authentic travel experiences (…) Travel companies need to be much more focused on individualism."
Interestingly, the report seems to overlook the rise of volunteering breaks. Instead it's all about "me time" – with pampering, adventure-seeking and nip-tuck tourism – ie the idea of seeking cheaper cosmetic procedures abroad – among the areas predicted to grow.
Travelzest's top 10 of "niche" travel markets tipped to grow over the next five years:
• Learn-a-skill-in the-sun (eg cooking, surfing, painting, salsa dancing)
• Inner self escapes (eg yoga, meditation, spa)
• Hobbies abroad (eg art, gardens, cycling)
• Festivals and fiestas (dance, opera, food and wine)
• Eco-lifestyle
• Wildlife and nature tours
• Sports tourism (following teams and playing sport)
• Home-from-home hotels
• Soft and extreme adventure
• Nip-tuck tourism
