Global Tourism and Hospitality Futures

This assignment analyzes the megatrends that will impact the tourism and hospitality industry in the future. It explores the More for Less, Going, Going, Gone?, The Silk Highway, Forever Young, Virtually Here, and Great Expectations megatrends. The report also identifies the driving forces behind these trends, including social, technological, economic, natural resources, and political factors. Additionally, it discusses the future trends of the tourism and hospitality industry, such as minimum manual labor, perfect sanitary conditions, meal transportation process, high-quality services, and affordable prices.

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Title: Global Tourism and Hospitality Futures
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Executive Summary
The world is witnessing many trends with the changing environment. These trends are just
slowing incorporating in the current environment, but in the future they will definitely take over
the global market and on Earth. These megatrends have a focus on building a sustainable
environment with development in the world's economy. These trends will also impose challenges
in different fields like social, economic, cultural and political. But the main aim of these trends is
to preserve and conserve resources. These approaches are promising, but there is an uncertainity
which is attached to them. In this assignment the analysis of these trends will be conducted on
the tourism and hospitality industry.

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Contents
Disclaimer:.......................................................................................................................................3
1. Introduction..............................................................................................................................4
2. Analyzing Future Scenarios.....................................................................................................4
2.1 More For Less........................................................................................................................5
2.2 Going, Going, Gone?.............................................................................................................6
2.3 The Silk Highway..................................................................................................................7
2.4 Forever Young.......................................................................................................................8
2.5 Virtually Here........................................................................................................................8
2.6 Great Expectations.................................................................................................................9
3. Future Trends of the Tourism & Hospitality Industry...........................................................10
4. Identifying Driving Forces.....................................................................................................11
4.1 Macro Environment.............................................................................................................11
4.2 Porter’s Five Forces.............................................................................................................14
5. Opportunities & Threats.........................................................................................................16
6. Factors Affecting the Emergence of Global Tourism Market................................................17
7. Relationship Between Tourism & Commodity Culture, Visual Culture & Media Culture...17
8. Analysis of the Video.............................................................................................................18
9. Conclusion..............................................................................................................................18
10. Recommendation................................................................................................................18
11. References...........................................................................................................................20
11.1 Image & Video References.........................................................................................21

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Disclaimer:
The following assignment has been created after viewing a video
(https://www.youtube.com/watch?v=mW-oQI_30J8). The analysis of the megatrend, the future
trends and developments in the tourism industry, the opportunities and threats that will happen
due to the megatrends have been analyzed and examined keenly and the complete report has
been created on the video.

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1. Introduction
The purpose of this assignment is to understand the new megatrends and how they will be
helpful for the future of the tourism and hospitality industry. The megatrends provides with new
opportunities which should be taken into consideration for economic development, product
placing, the new emerging markets, the shift in the economy, the changes in the environment and
the new and developed world. The incorporation of new talent for better facilities which will
help in garnering loyal customers, all these have to be analyzed accordingly, to understand their
potential and flaws.
2. Analyzing Future Scenarios
In the recent times, there are several new trends which have a potential to bring a
transformation in the society. These emerging new trends are important for the society, but there
are also some megatrends which are crucial for the growth and development of the tourism and
hospitality industry all over the world. These megatrends have the potential to bring changes
which will have a massive impact on the social, economic, political and environmental aspects of
the world (Adige, 2018).

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More From Less
Forever Young
The Silk Highway
Virtually Here
Great Expectations Going, Going, Gone?

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2.1 More For Less
The megatrend More from Less is an initiative which has to be taken by communities,
governments and companies in searching new ways which will help in ensuring that the quality
of life in the future and in the present is sustainable and is in the confinement of limited
resources which are available for human being. According to this megatrend science, business
processes, technology, lifestyle patterns, cultural norms and government policies play a very
crucial role in successfully implementing this megatrend.
The following analysis has been conducted through the Christaller’s theory. The
population of the Earth is rising at an alarming rate. According to several studies by the year
2025, the population of this planet will be around eight billion and will rapidly go to increase
every year. This will put a strong pressure on the resources, as they are more in demand and less
in supply. Tourism industry runs on these natural resources. There is also a very high rate of
resources which are wasted in the current hospitality scenario. The hotels and restaurants have to
utilize new megatrends which will direct them to preserve and use the resources provided to
them efficiently (Buckley, Gretzel, Scott, Weaver & Becken, 2015).
2.2 Going, Going, Gone?
The increasing industrialization and the population will have a huge impact on the natural
system. The increasing industrialization will increase the emission of the greenhouse gas and will
also have a huge impact on the climate. These practices have led to the extinction of many plants
and animal species while most of them are on the brink of going to be extinct. The going, going,
gone megatrend focuses on the ecological habits which needs major changes and also on the
biodiversity (Fonseca & Seabra, 2016).

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The Butler’s theory has been incorporated to analyze this trend. The loss of biodiversity
is increasing with a rapid rate. The increase in hotels and restaurants have led to the increase in
deforestation. More building more plants are being cut down. The architectural plan of these
constructions should ensure that there should be no loss of biodiversity and the ecological
balance should always be maintained. The hospitality industry should have a biodiversity plan
along with the different strategies they apply and put focus on, the biodiversity plans also require
such attention which is crucial for developing protected areas in the environment.
2.3 The Silk Highway
The economy of the world is going a witness a huge shift in the world's economy, which
will happen from west to east and from north to south. This shift in the economy should be
utilized for the betterment of life and in increasing the standards of living by utilizing the
resources which are available in our confinement (Hessel, 2014).
The silk highway is a megatrend and Tourism life cycle theory has been chosen to
analyze this megatrend. This trend should be used for the betterment of the current and the future
generations. Asia is going to establish the most powerful and influential economy. This will
affect the tourism too, which will be positive and thus be utilized more effectively. The resources
which are very commonly used in the hotel industry like oil, coal, and many other, can be
acquired from different places and also technology will be further utilized to come up with
methods which will help in fulfilling the increasing demands of resources and in producing
more.

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2.4 Forever Young
This is the biggest change which will be witnessed by a number of countries all over the
world. In the recent times there has been an increase in the senior citizens who have been going
for more vacations than the generation Y and Z. This new megatrend is known as "forever
young", but the appropriate name for this trend should be the "hidden treasure".
The tourism industry has to build strategies and plans which have the main focus on the
senior citizens. The tourism life cycle theory is used to analyze this megatrend. Now, these
people have experience, knowledge and wealth which they have collected out of so many years
of hard work and now want to invest them in activities which fulfill their needs of enjoying life
to the fullest. The baby boomer's generation have huge wealth and want to experiment with new
trends and are ready to spend any amount. The tourism industry has to indulge in a number of
different tours which are specially built for them and also should utilize this megatrend for more
development (Houran, Lange & Kefgen, 2012).
2.5 Virtually Here
The world is coming closer to each other and there have been an increase in the
connection between people. Communities, governments and business all are getting closer that
has been identified as another megatrend which is known as virtually here. This trend is
beneficial for everyone, be it the people or the business and the government. The Doxey’s
irritation irridex theory has been used to analyze this trend.
The tourism and hospitality industry runs on people. Be it the people who are helping
them to function smoothly or the people for whom they are working that are the customers. The
increase and development in the digital world have helped the tourism world in the recent time.

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This trend is now a megatrend which will help in increasing the convenience level in the tourism
industry. The booking of tickets, hotels, planners and food, all are conducted through the internet
which bring more clarity for the consumer as well as the seller (Hessel, 2014).
2.6 Great Expectations
Great expectation is a megatrend which is collection of trends which will include society,
consumers and culture. In the coming years people will have great expectations associated with
their needs and wants. Now, great expectations do not always mean "good", but they mean that
in the coming decades the people want their expectations to be fulfilled with great behavior
which is morally correct and the personalization which is offered to them should also be way
above satisfactory. The great also means the increase in the economic growth which will provide
the consumers with opportunities to make great investments and increase their expenditure. The
Cohen’s theory has been incorporated to analyze this megatrend.
Customer service is a huge part of tourism and hotel industry. The industry has to utilize
this megatrend and build new standards of customer services which have to increase after every
short while making sure that the customers have their great expectations fulfilled which will help
the industry in increasing the expenditures of the consumer and transforming them into their
profits. This will help the tourism industry to bounce back from the financial crisis, which ruined
many people's lives. The personalization which is offered to the customers should be innovative
and should be value for money. In fulfilling the expectations of the customers, special attention
should be given to the senior citizen and to the people who belong to the section of living alone
(Lazarus, 2009).

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3. Future Trends of the Tourism & Hospitality Industry
 Minimum Manual Labor
In the future, everything in hotels and restaurants will be computerized which will
reduce the manual labor. Even the waiters and the butlers will be replaced by robots who
will do all the work for the customers in lesser time. The manual labor of the customers
will also reduce as they no more have to walk up to their rooms, whereas they will be
taken in their own personalized mini flying tubes which will drop them outside their
rooms (Ring, 2013).
 Perfect Sanitary Conditions
The bathrooms of the future hotels will be all computerized and personalized.
There will be smart toilets which are adjusted according to the needs of the customer. The
shower area will also have a smart floor, which will also have a personalized music
system which can be used according to the customer's wish and also the theme of the
floor can be decided according to the needs of the customers.
 Meal Transportation Process
There will be a whole new process of ordering food. The robots will take the
order which will then be sent for processing in the isolated kitchen will prepare the order
and the order will be directly transported on the table through a network of distribution.
This high technology will enable better customer services and also will reduce the time
consumption (Lee, 2017).
 High Quality Services
There will be nothing mediocre about the future hotels, everything will be of high
standards. The megatrends have the main focus on increasing the quality of life within

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the available resources. The customer's will have high quality morphing beds which will
be operated through voice commands fulfilling every customer's unique choice and
demands.
 Affordable Prices
The megatrend silk highway will help in the development of the world's economy,
which will also help in implementing the great expectations megatrend too. The future
hotels offering so many facilities of high standards does not mean that they will be
affordable for only a particular section of the society who have huge wealth. These
facilities will be available for everyone as the whole industry will witness a change and
also the changing economy will help in making it affordable (Marinkovic, 2016).
4. Identifying Driving Forces
4.1 Macro Environment

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Image source: (marketing-insider.eu)
 Social
The society will come closer with the megatrends as people will stay more connected
with the help of technology specially with hyper connectivity.
 Technological
The main drivers which will be involved is the hyper connectivity, the voice and
action commands and the transformation of mirrors into a screen helping to see the
virtual images (Rogova, 2018).

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 Economic
The economy is going to witness a huge rise, specially in the Asian countries. The
economy is also going to develop due to the forever young megatrend which will get
the economy the hidden treasures.
 Natural Resources
The natural resources will be produced in abundance through the help of technology
and biodiversity plans which will be incorporated in the construction plans of the
hotels and restaurants. The conveyer belt, which will be used for orders
transportation is also helpful in producing vegetables.
 Political
With the change in the economic and social aspects of the world, there will be many
changes which the world's politics will witness (Schneider, 2012).
 Demographic
The main driving force and the change in the demographic will come from the
forever young megatrend. The senior citizens and the baby boomers will not only be
the driving force, but they will also be the dominating force too.
 International
The international changes main driving forces will be the economy, the politics and
the society. There will be a huge reduction in the terrorism world which will enable
people to visit places they always wanted to but initially were dreadful.
 Legal

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With everything being computerized and in organized records the legality of the
working and many different situations which are associated with hotels license or
any other incidences.
 Environmental
All these megatrends have the main focus on building a sustainable environment and
the tourism industry have to take many initiatives which help in controlling the
wastage of resources and energy (Smith, 2011).
4.2 Porter’s Five Forces
Image source: (www.business-to-you.com)
 Competitive Rivalry

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There will be a huge increase in the competition between different hotels and
restaurants. The main driving forces will be the development of the economy and the
increase in diversity of people in each country.
 Supplier Power
The supply power, has to improve as the new ways and methods which have been
taken under with the help of technology and the control in natural resource wastage
will help in increasing the supply power. The hotels will be facilitated with
opportunities to develop loyal customers.
 Buyer Power
The buyer's power will increase as they will be able to afford more expenditure,
which will help them to increase their buying power. The buyers will be provided
with value for money services.
 Threat of Substitution
The threat of substitution will be very high. Every day new technologies are
developed and the next day their substitute is brought into the market. This threat of
substitution will also rise the competition between competitors.
 Threat of New Entry
The new entry which will come into the market will also be a threat to the old
companies. They have the access to all the information and necessity, providing them
with an environment which can be easily accessed (Youn, Johanson & Woods,
2011).

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5. Opportunities & Threats
The opportunities are-
1. Access to bigger market.
2. Bouncing back from the financial crisis.
3. The increase in work efficiency through robots and hyper connectivity.
4. The perfect utilization of resources.
5. The increase in the tourism of baby boomers and senior citizen.
6. The organized and systematic work place (Taylor & Budworth, 2018).
7. Sustainable environment.
8. More economic development.
9. Saving the planet.
10. Strong bonds between society.
The threats are-
1. Loss of manual labor.
2. Everything is functioning through machines.
3. Increase in industrialization will affect the environment.
4. Natural resources still will suffer.
5. Senior citizens will be turned into scapegoats (Önder & Gunter, 2016).
6. The shift in the economy.
7. Loss of generation Y and Z.
8. Technology will take over the world.
9. Easily accessible thing increase the rate of faults.

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10. The political aspect will face many challenges due to the changes.
6. Factors Affecting the Emergence of Global Tourism Market
There are various socio-cultural factors which are influencing the emerging of global
tourism in many places, due to the lack of security of foreign people. There have been increases
in complaints regarding crimes and frauds with tourists. The community’s attitude, social
security and community’s involvement are some other factors which are affecting the
development of tourism. Also, there are political factors too, like political unrest, political
dominance and many others which are affecting the emerging of the global tourism market.
There are economic factors too which have affected the growth of tourism like inflation,
economic crisis and many others.
7. Relationship Between Tourism & Commodity Culture, Visual Culture
& Media Culture
Tourism has a relationship with commodity, visual and media culture. Tourism is a
complicated socio-cultural of the modern world and has witnessed an impact from the capitalist
consumer culture. The relationship between tourism and commodity culture have brought
economic impact. The commodity culture and tourism relationship also had an impact on the sex,
culture and religion. The relationship between tourism and visual culture has been there for ages.
Tourists get attracted to places which have visual appeal like beautiful architecture, scenic beauty
and picturesque surrounding. The visual culture and tourism is a parallel culture which will go
hand in hand till infinite. The relationship between tourism and media have become very strong
in the last two decades as the media and its various mediums helps in conveying effective
messages to the tourists which helps in attracting them to new and different places.

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8. Analysis of the Video
The video shows a development tomorrow of the tourism and hospitality industry. The
changes which have been mentioned in it are for increasing the standards of life for human
beings and also for bringing more convenience in everyone's life. The change focus on more
personalization which are the key aspect of gaining customers and delivering perfect customer
services. But few aspects do raise some concerns which are related to decrease in manual labor.
This will increase the unemployment rate, which will happen at a greater rate as the complete
functioning of the hotel is through technology thus affecting the manual labor with huge rate.
The tourism and hospitality industry will make huge profit due these megatrends but the risk on
the natural resources will still continue (Carr & Hayes, 2016).
9. Conclusion
The megatrends is the step towards an organized economic development and also towards
a sustainable environment. The different aspects associated with them have shown a lot of
potential that are the opportunities, but there are also areas which are the main threats. Like the
increase in industrialization, decrease in manual labor, increase in customer service, and many
others. So the megatrends can be seen as mixed bag right now, but the threats which it will
impose can have serious repercussion, which should be addressed before their implementation.
10.Recommendation
Though these megatrends have shown many positive signs but these are just the
predictions. The massive adaptation of technology has helped in making everything systematic
and organized. The tourism industry has to think of ways to utilize the manual labor more

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effectively, as the trends should not lead to loss of jobs and a livelihood people. The industry
should adopt such changes, but also plan out alternatives for people who will be out of a job (Li
& Jago, 2013).

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11. References
Adige, S. (2018). Book Review: Asian Megatrends by Rajiv BiswasBiswasRajiv, Asian
Megatrends (UK: Palgrave Macmillan Publication, 2016), pp. 245, US$36, ISBN:
9781137441881. China Report, 54(2), 258-260.
Buckley, R., Gretzel, U., Scott, D., Weaver, D., & Becken, S. (2015). Tourism
megatrends. Tourism Recreation Research, 40(1), 59-70.
Carr, N., & Hayes, S. (2016). An analysis of trends in Ph.D. research in tourism. Tourism
Recreation Research, 42(1), 32-44.
Fonseca, A., & Seabra, C. (2016). http://www.scitechnol.com/peer-review/issues-of-croatian-
touristic-identity-in-modern-touristic-trends-VJGq.php?article_id=4907. Journal Of
Tourism Research & Hospitality, 05(01).
Hessel, V. (2014). Megatrends – megascience?. Green Processing And Synthesis, 3(2).
Hessel, V. (2014). Megatrends – megascience? Part 4. Green Processing And Synthesis, 3(5).
Houran, J., Lange, R., & Kefgen, K. (2012). Industry Trends. Cornell Hospitality
Quarterly, 54(1), 6-9.
Lazarus, C. (2009). 10 Megatrends in Medical Education. Oncology Times, 31(1), 6.
Lee, P. (2017). TrainTraining and Development Trends in the Hospitality Industry- Evidence
from Hospitality Management Journalsing and Development Trends in the Hospitality
Industry- Evidence from Hospitality Management Journals. Journal Of Tourism Research &
Hospitality, 06(02).

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Li, S., & Jago, L. (2013). Evaluating economic impacts of major sports events – a meta analysis
of the key trends. Current Issues In Tourism, 16(6), 591-611.
Marinkovic, L. (2016). Issues of Croatian Touristic Identity in Modern Touristic Trends. Journal
Of Tourism Research & Hospitality, 05(01).
Önder, I., & Gunter, U. (2016). Forecasting Tourism Demand with Google Trends For a Major
European City Destination. Tourism Analysis, 21(2), 203-220.
Ring, T. (2013). IT's megatrends: the security impact. Network Security, 2013(7), 5-8.
Rogova, I. (2018). Hospitality Industry In Modern Conditions: Recent Trends And Problems Of
Development. Vestnik Universitita, (6), 83-87.
Schneider, S. (2012). Investition in Megatrends. Versicherungsmagazin, 59(11), S6-S8.
Smith, R. (2011). Global Lodging Trends Have Unique Regional Flairs. Cornell Hospitality
Quarterly, 52(3), 226-227.
Taylor, J., & Budworth, L. (2018). Patterns and trends from a quantitative analysis of the Culture
Excellence assessment program. Worldwide Hospitality And Tourism Themes, 10(3), 330-
344.
Youn, H., Johanson, M., & Woods, R. (2011). Authorship Trends and Perspectives within the
Hospitality and Tourism Academy. Journal Of Hospitality & Tourism Education, 23(1), 44-
50.
11.1 Image & Video References
Claessens, M. (2018). The Macro Environment - Six Forces (DESTEP). Retrieved from
https://marketing-insider.eu/macro-environment/

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Porter's Five Forces Explained with Examples | B2U. (2018). Retrieved from
https://www.business-to-you.com/porters-five-forces/
future hotel (Global future). (2018). [Video]. https://www.youtube.com/watch?v=mW-
oQI_30J8.

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