Innovation Trends in European Tourism

There’s recently been a study on the trends in the tourism sector and opportunities in luxury tourism and shopping. The study addresses the main trends and innovations that are developing in tourism and how to compete in the new environment following new trends. In addition, the demands and opportunities in luxury tourism and shopping have been evidenced. This report opens a series of studies related to innovation trends in the tourism sector.

The study shows how a new traveler code is currently being produced, in which empowerment is in the hands of the user. Clients feel the need to experience the journey first-hand and have emotional experiences. New technologies and customer data allow the service to be unique and humanized.

This new code is based on programming the travel experience from inspiration to memories. The user is looking for emotions and feelings within the traveling community to make decisions about their travel process. They no longer have the brand in mind and it is the community that takes relevance when deciding the experience. The use of travel technologies drives the process of imagination and therefore expectations. The big question is: How to be part of the traveler’s experience from the trip scheduling to the memories?

Here are some innovation trends so that the traveler is faithful to the experience offered by your operators.


Adapt the real-time shopping experience, products and services by creating unique leisure experiences. In the example of tailor made tours, outsourcing a tour operator for Leisure tours in Europe is a great advancement that will certainly become very sought after in the industry.

Plenty of Data

The travelers demand more and more information about the product or services. All this information must be automated and not manual.

Artificial Intelligence and Tech

The power of artificial intelligence and its tangibility in reality is not something that is coming; it is something that is already here. Welcome to the world of chatbots. From mobile travel apps to robots, travelers can interact and organize the way they feel. The use of travel technologies drives the process of imagination and therefore expectations. Responding to these expectations leads to fidelity.

Payment methods

Travelers already pay without cash, even without taking out the wallet thanks to the applications installed on their mobile phones.

Regarding the projects that companies are undertaking or are going to undertake in the short term to lay the foundations of the digital transformation of their organizations, we observe 5 areas of work: customer experience, electronic commerce (digital catalog of services ), own business development (digital advertising and data monetization), business development with third parties in the digital ecosystem (affiliation of services with third parties: Transportation & Travel Experience) and loyalty (Basic / Premium Client Club & Personalization Engine). The impact of the pandemic has generated various problems that have paralyzed the day-to-day life of many companies and professionals in the tourism sector. Now, more than ever, they need support and to be accompanied in their reinvention.

Opportunities in luxury tourism

The growing diversification of the tourism sector has been the result of an evolution that has had much to do with the daily development of society. There are as many types of tourism as the tourist’s travel needs. Every year new ways and means of sightseeing are added to the list. However, the goal is always the same: to satisfy the expectations and desires of the traveler, whatever they may be. In this sense, the sector faces a great challenge: promoting the creation of new tourist destinations, strengthening those that are doing well and renewing those that have become obsolete; all in a race against the clock to attract the greatest number of travelers and become a trend for the next holiday seasons.

On this occasion, the focus has been placed on the opportunities of luxury tourism, a sector in which almost all European countries are developing reactivation strategies so that in the future the competition will be greater and will affect more strongly those countries that do not specialize in products with high prices, exclusive access in their territory or that manage to associate prestigious values ​​with purchases within their borders.

Luxury tourists in Europe are mainly inclined towards special tours and shopping clothes and accessories.

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