You probably know or have lived this scenario - you need to develop a Destination Management Plan or a Visitor Strategy and you need data to understand what's been happening or to know where your destination has come from. If you work in destination management, data is the one area that we all know we need to do better and be better at collecting, tracking, analysing it and reporting on it. When we don’t measure, reflect and act, it’s difficult to tell a comprehensive story to inform stakeholders and build true advocacy and partnerships with them.

The team at Sparrowly Group has witnessed travel trends come and go over the years some of which become mainstays. As we move into a new year, there are three key areas we recommend incorporating into your destination and business planning.  

While these travel behaviours are not the first to evolve and won’t be the last. What’s important is to be forward thinking, know your customer, understand their needs and listen to their feedback.

By making this an always on mindset in your destination development and experience design, you won’t need to wait to learn what the trends are…you will set the trend.