AFRICA TRAVEL WEEK TREND REPORT 2023 (REVIEW)

It’s estimated that by 2026, Millennials and Gen Z will be responsible for more than 60% of luxury spending across all industries, up from 39% in 2019. 2023 experienced a shift especially on luxury traveler becoming more younger compared to previous years. As a result, the travel and tourism industry are forced to shift their service delivery. These travelers are young (in their late twenties, thirties, and forties), savvy, and craving connection with others, nature, and themselves.

Research shows that this generation would rather spend money on a holiday than invest in real estate. The new luxury traveler spends more money and time in one destination, get more involved in the community, wants less packing and unpacking and prefer to use one base that they can call ‘home’ while exploring the area or heading off on day trips to nearby locations.

The report shows that the multi-generational travel trend docks on one place rather than changing location every day or two. As a result, most families now opt to spend up to five nights at a single lodge.

In other words, they want memorable experiences by meeting people who change their lives, and as they gain new perspectives. Transformational travel and conservation are things they want to be involved in. Thus, the industry needs to open itself up to entirely newer ways of service delivery.

The industry, especially travel suppliers, needs a fresh marketing approach since its marketing to a new traveler. The recommendation according to the report shows that going forward, Instagram will be a key focus for travel brands since most of the younger generation who adds up to prospective travelers use this platform to look for inspiration for trips by scrolling through photos and watching reels.

In addition, all marketing materials for the industry need to reflect the new luxury traveler. The front of the e-brochure should focus on the image of a young family or solo traveler participating in something extraordinary instead of the traditional smiling retired couple.

Finally, adventure tourism is trending. For those seeking a thrill, Africa is the ultimate playground. Whether scaling Mount Kilimanjaro, rafting down the Zambezi River, or bungee jumping off the Victoria Falls Bridge, there’s no shortage of heart-pumping experiences to be had on the continent. And with adventure travel continuing to grow in popularity, Africa is poised to be a top destination for years to come. A colorful look at the trends shaping the travel industry in Africa. From the power of color to the influence of Netflix and the allure of adventure, there’s something for everyone on the world’s most vibrant continent.

Inset: Borrowed image of Cruise Ship MS NAUTICA