Global Tourism and Hospitality Futures: Trends and Analysis Report

This report analyzes the future of the global tourism and hospitality industry, focusing on emerging megatrends and their impact. It examines key trends such as 'More for Less,' 'Going, Going, Gone?', 'The Silk Highway,' 'Forever Young,' 'Virtually Here,' and 'Great Expectations,' assessing their implications for economic development, resource management, and customer service. The report incorporates various theories like Christaller's theory, Butler's theory, and Cohen's theory to analyze these trends. It also identifies driving forces, opportunities, threats, and the relationship between tourism and commodity, visual, and media cultures. Furthermore, the report discusses future trends within the industry, including the reduction of manual labor, enhanced sanitary conditions, advanced meal transportation, high-quality services, and affordable prices. The analysis is based on a video, providing a comprehensive overview of the challenges and opportunities in the evolving tourism landscape.

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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