Ep. 20: Emerging fall travel trends.
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We made it to September. In the words of my yoga teacher, let’s take a moment to let out a big juicy sigh.
Aaaahhhh.
I needed that. For me, August has been the longest month in the longest year. I’d actually made it three quarters of the way into August before I announced, “I’m ready for fall.” I turned 37 in July. My age-defying wrinkle cream I planned to use through year end has almost run out, and we’re only in September. If that’s not a metaphor for 2020, I don’t know what is.
I know it’s not just me. You’re probably ready for fall, too. I mean that’s why you’re here. Maybe you’re ready for 2021 or 2024, and I don’t blame you. I find myself thinking about the end of 2020, as a figurative finish line. We will have survived this year—personally, professionally, financially, emotionally. It’s been one hell of a year.
As I’ve said before, change is the only constant. Uncertainty is our stage. But if these past months have taught us anything, it’s how to prepare. It’s how to forecast for what, at the start of the year, felt completely unknown.
While the hospitality industry as a whole is suffering one of the worst unemployment rates of all (around 22%), the majority of hotels and restaurants have worked within safety protocols to remain open, have reopened, or at least have a plan to reopen. Most restaurants have also managed to continue to serve guests in some capacity.
The mountains we thought would be impossible to cross are behind us, but we’ve got another climb ahead.
The good news is that we’re taking what we’ve learned—as marketers, owners, and operators, as servers and support staff—and applying it. We have a sense of what to expect this fall, based on the trends in tourism we’ve seen this summer.
Today, I’m sharing some emerging travel trends for fall. If your property is able to capitalize on these trends, which may mean rolling out some new campaigns or simply shifting focus, these trends could prove to be bright spots on your balance sheet.
So lace up your shoes, fill that CamelBak, or just heat up your coffee, and let’s jump into fall travel trends, because the first trend is…
1. Adventure Travel
We all know that outside is the best place to be right now—particularly away from crowds. At the start of 2020, before the pandemic was a thing, there was consensus amongst the boutique hotel community that “Adventure Travel” was the trend that excited them most. Now, that’s even more true.
Adventure Travel offers an escape like no other, and with the pandemic still lurking around, this trend is definitely here to stay. With the constant news cycle and the stress of balancing work, family, and mental health, when it comes time to vacation many travelers will seek out an escape that allows them to unplug and reconnect to themselves through outdoor adventures. We know that Wifi’s hit and miss in a sprawling National Park or out on a river—and that’s actually a good thing. More people are seeking out these experiences.
I had the chance to experience Adventure Travel for myself, earlier this year, on a sand dune off the coast of Baja California. RED Travel México invited me down to La Paz, Mexico to experience a three-night, four-day, gray whale watching and turtle conservation trip complete with kayaking and hiking. I had a chance to swim alongside a whale shark and snorkel with sea lions at Espiritu Santo Island National Park. It’s these types of experiences, exhilarating, off the beaten path adventures, that travelers are seeking out now more than ever.
2. Ecotourism
The second trend goes hand in hand with adventure travel, and essentially its having these adventures with a lighter footprint. Ecotourism is much more than a trend, for the record.
Travelers seeking the outdoors on their next vacation will be more mindful of the environment. I’ll give you another great example. In Belize, at Table Rock Jungle Lodge, guests stay in individual, thatched roof cabanas outfitted with rainwater showers. Guests are surrounded by organic orchards and grazing donkeys, they can pluck eggs from the chicken coop for their breakfast, and wander miles of trails along the Macal River. The owners of the property have established partnerships with eco-outfitters, so guests can experience Belize’s natural wonders—from diving excursions to Mayan ruins, and leave a small footprint.
Ecotourism has certainly changed the way I travel, not just in the places I choose to visit, but in the habits I bring back home. After I visited that jungle lodge in Belize on my honeymoon, I have to say I was forever changed. It was a blueprint for how I wanted to travel better in the future—finding places that were off the beaten path and away from major tourist attractions. On our next big trip after Belize, we spent a week at an ecolodge on Lanzarote, one of the Canary Islands. Another trip we took was a camper van road trip through Sardinia in search of the elusive blue zone. We’ve also had many memorable glamping trips, from the Oregon Coast down to Kauai, and most recently as I mentioned exploring Baja Sur, with RED Travel México.
3. Micro-Meetings & Events
The next trend I’m seeing is big for hotels with meeting space. It’s the trend of micro-meetings and events. The show must go on, and that’s good news for meeting and wedding planners. Events have already begun to make a comeback in the form of smaller scale and virtual or hybrid offerings. We’re seeing an uptick in intimate weddings close to home, surrounded by the people who matter most. We’re going to see more of this, too—fall elopements, winter weddings, and mini-moons closer to home. In many ways, it’s the same story for corporate meetings and events. I was chatting with Aditi Verma, my guest on episode 16, about this after we recorded together. She made a great point that hospitality needs to take the lead on this because if we ourselves aren’t starting to gather safely again, how can we convince groups to book with our hotels? Let that sink in, and then maybe do a trial run by planning a gathering with your own employees. You’ll be better able to market yourself as a micro-meeting destination this fall.
4. Inclusivity & Caused-Based Itineraries
I think this is a big one that we haven’t heard much about yet. There’s a shift in consciousness based on everything happening in our country right now. Politics aside, I think that we can all agree that we as a society are seeking out experiences that allow us to go deep, to learn, and to grow. Independent hotels have been positioning themselves as a community gathering space where locals mingle with travelers for as long as I can remember. Now, it’s time for hotels to really double down on that. They’re doing it by bringing in local artists and makers, and in some cases, speaking up on issues of injustice—really establishing where they stand, and humanizing their brand.
In my eyes, cause-based itineraries could come out of this, too. Where travelers might have opportunities to either learn about the community, or even give back through a volunteer effort. So in the past, if you’ve been sending guests to the local farmer’s market, maybe you’ll go deeper this fall, by offering a tour that dives deeper into the history of agriculture, or allows guests to visit a local farm and meet the farmer.
5. The Hotel-Vacation Rental Hybrid
The hotel-vacation rental hybrid—basically, giving guests the safety of a hotel, and the comfort and privacy of a vacation rental. Because guests want, and deserve, the best of both.
Some travelers might be quick to choose to stay in a hotel. Hotels have enacted safety and cleaning protocols, and have the budget to purchase things like electrostatic sprayers and hospital grade cleaning products. But, the downside of traditional hotels is that they tend to cram a lot in; a lot of rooms per square foot. Confined spaces, like elevators and long hallways, aren’t built for social distancing.
So other travelers, concerned about these downsides, might choose vacation rentals. But then again, independently-owned vacation rentals come with mostly unregulated cleaning processes that leave travelers uneasy in the current climate.
Ideally, travelers are seeking out all the benefits of a hotel with the comforts of a vacation rental. A place like Brasada Ranch, with luxurious cabin-style vacation rentals spread across a 2,000 acre resort, has become a haven for travelers seeking out the best of both. Brasada launched a campaign called “Summer Sanctuary,” unveiling a one-of-a-kind experience for families to check in to the resort for a week at a time, and enjoy the resort amenities notably free from crowds. Brasada went through every single part of their guest experience and reimagined it, within the parameters of the pandemic. They took all of those limiting factors, and created a new guest experience. Needless to say, they’ve been hugely successful this summer.
6. Road Trips & Staycations
Speaking of Brasada Ranch, which is right here in Central Oregon, in my backyard, that brings us to number six: road trips and staycations. Specifically, travelers are seeking out destinations that are off the beaten path over city-center stays. Travelers once traveling to check off bucket list destinations and chasing an Instagram photo op, are rewriting their bucket lists now. They’re seeking out sights that aren’t overrun. They’re looking in their own backyard with fresh eyes. They’re looking for hidden gems, secluded hikes, places where they might want to get some work done, enjoy quiet time with their loved ones, and also have some fun in an environment that feels safe to do so.
So instead of seeking out Napa Valley’s famous wineries this fall, travelers might head for Calistoga, where streets are cruiser bike friendly, where outdoor tasting rooms are uncrowded, and where revamped midcentury hotels like Dr. Wilkinson’s offer secluded resort experiences with a wellness focus to boot. Talk about speaking to today’s traveler! As a bonus, the hotel’s midcentury design lends itself to social distancing—naturally—since almost all of the guest rooms open to the outdoors. Dr. Wilkinson’s will be completing its renovation project in the coming weeks, and officially reopening in October. I’d be remiss not to mention the fires currently plaguing Napa Valley right now, it’s been devastating to watch from afar, and I feel deeply for the communities in and around Northern California.
The Downtown Clifton located in Tucson, is another example of a property that really speaks to guests needs now. On next week’s episode, I’m interviewing Moniqua Lane, the owner of The Downtown Clifton, about the effects of the pandemic on her hotel, and everything after. She’ll share her own experience navigating these new travel trends in the months since, and in months ahead. I’m so excited for that episode.
I hope that this Travel Trends episode gave you some nuggets of hope, because there are many bright spots when we talk about what to expect this fall, and in the future of travel. Adventure travel and ecotourism, inclusivity and cause-based itineraries, and intimate gatherings that are meaningful and safe, to name a few.
Well, how’d I do? Is there another trend you’re expecting in these last months of 2020? Leave a comment below to let me know.
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As always, keep sharing your stories.
