Market Trends

A look at current trends that are shaping the future of tourism

Scottish Enterprise commissioned The Henley Centre to map out the key trends and social changes that will most affect tourism businesses in Scotland. The detailed findings of the research are available on www.scotexchange.net but here is a summary of some of the main points:

Up to the half the population is looking to change.

They want more quality, less quantity.

There’s a growing backlash against out-and-out consumerism.

They’re prepared to pay more for experience than goods.

Well-being is becoming more important than affluence – epitomised by phrases like ‘work to live’ and ‘quality of life’.

Slow is taking over from fast.

People are looking for authenticity, inspiration and rejuvenation.

And when are the crucial times in the year that they are looking for all this? On holiday! The results of a survey asking what people most want for Christmas supports this:

1980 – Clothes, Books, Electricals, Toiletries, Humorous novelties, More fattening food, More alcohol.

2005 – Time, Sleep, Holiday, Rest, Sex, Calm and quiet, Fun.

Opportunities for Tourism Businesses.

Beautiful scenery reigns supreme.
There are opportunities galore to build around our natural heritage. Scotland is the perfect place to escape the hurly burly and to re-charge the batteries.

Feeding mind, body and soul.
We should make more of our natural resources in terms of local produce.
It’s what more and more people want.

Accommodation.
Authenticity and welcoming should be the key notes over and above uniformity.

Little touches like fluffy towels and local aromatic soaps in the bathroom, a welcoming dram on the sideboard and a pint of milk in the fridge – can make a lot of difference, along with information of what there is to do. As can offering to sort out a fishing permit, a day pass on the links, or a lift to the station or airport.

Scotland – What makes us unique?

Our history, our scenery, our wildlife, our golf links, our way of phrasing things - these are our unique strengths and we should make the most of them.