Date :
03/02/2014
New visitor research by VisitScotland highlights how the idea of nostalgia, but with a contemporary perspective, could prove a valuable tool for Scottish tourism businesses.
The national tourism organisation’s Insight team has identified a new trend, called ‘Mod-stalgia’: a trip down memory lane which incorporates all the comforts of a 21st century holiday.
For example, visitors could revisit a favourite holiday destination from their childhood, but this time enjoy a stay in a luxury hotel, instead of a campsite.
'Mod-stalgia' is one of a number of trends possibly on the rise in 2014 – the year that Scotland welcomes the world, with the Glasgow Commonwealth Games, the Ryder Cup at Gleneagles and over 400 events making up Homecoming 2014; all taking place throughout a momentous year for Scottish tourism.
Another new trend, identified as "One Foot in the Past" signifies a growing interest in history, folklore and genealogy.
One of the more established trends is that of a "bootcamp for the soul", with increasing numbers of visitors to Scotland wishing to combine a holiday with fitness or well-being activities, such as visiting spas or going on walks. According to the Global Wellness Tourism Economy report, the niche market for wellness tourism is expected to increase by 9.9% annually over the next five years.
Reflecting 2013 trends, two contrasting types of holiday - the Fear of Missing Out (FOMO) and the Joy of Missing Out (JOMO) – could apparently also be on the increase.
Fear of Missing Out holidaymakers are those who cannot bear to be parted from their digital devices, including WIFI, smart phones and tablets; while Joy of Missing Out travellers are precisely the reverse: favouring a welcome opportunity to disconnect from the constant flow of emails and social media updates.
Think about how you can use this information to shape, enhance or inform what you offer your visitors.