How you can meet the demand of travellers in 2023

Traveller’s needs are continuously evolving. Heading into 2023 we’ve collated the top emerging trends with some recommendations on how you can meet the needs of your guests in 2023 and into the future.


90% of consumers are looking for sustainable options when traveling.

Connecting with local businesses and restaurants to offer your guests recommendations or even exclusive deals is an easy way to appeal to the sustainability-minded Find out what cultural activities are available around you so you can educate and delight your guests with information about the experiences which are unique to your area.

If you’re already undertaking sustainable activities in your park, tell your guests about what you’re doing. Whether you’re reducing landfill or installing an electric vehicle charging station, 90% of the traveller market will take notice.

Here’s what you can do

  • Recommend locally owned businesses.
  • Showcase the local cultures they can engage with.
  • Display the sustainable initiatives on your website.

Sustainability is tied with marketing as the highest area of investment for 2023, with one in five industry professionals saying sustainability will be their top investment priority next year.

Immerse in Nature

Give your guests the break they’re looking for by highlighting the nature around you.

Over half the available market is looking for an experience which lets them reconnect with nature. Many are looking for a rejuvenating break with activities and locations which get them outdoors and into natural surroundings.

Nearly half (48%) of respondents in a 2022 survey said they would only consider going off-grid if it meant they could take a few luxuries and indulgences with them, and 53% revealed they’d need their phone and stable internet connection.

This presents an opportunity for properties to leverage the local nature attractions around you. It’s also an opportunity to highlight the activities you might have on offer such as kayak tours and guided hikes.  Nature pics are also great promotional material so it makes for easy social media content which will speak directly to these travellers.


Travellers are ready to spend more in 2023. What to do to capture more of that budget

Almost half (45%) of the available market are travelling with bigger budgets in 2023. They’re looking for experiences which take them out of their daily lives and are willing to pay for the privilege.

This means there are opportunities for parks to increase revenue through upselling and package deals.  The best way to approach this is to consider what activities and products would make for a delightful guest experience, that’s what these travellers will be willing to spend their extra budget on.

Consider offering package deals which combine accommodation and experiences. Offerings like accommodation plus guided walking tours or kayak hire leverage your on-site activities and natural surroundings to entice those travellers looking for an escape.


Not all guests are the same, so why cater to only one type?

70% of travellers are choosing inclusive travel options. Regardless of weather they’re booking accommodation, transport, or an activity, people are choosing to take the options which are more inclusive. Even when the inclusive choice is more expensive, 70% of travellers will still select that option.

There are opportunities to attract new segments of the travel market by offering inclusive activities and amenities which will delight and impress your guests.

It’s clear that representation in marketing material is key to attracting different types of guests. From their 2022 report, 78% of Expedia survey respondents said they have made a travel choice based on promotions or ads they feel represents them through messaging or visuals. That figure jumps to 84% when we look at millennials.

Despite this behaviour, only 52% of consumers see options that are inclusive of all types of travellers. This tells us there are huge opportunities to diversify your customer base just by being more inclusive and representative in your marketing material and advertising.

In 2022, only three in five organisations (60%) made changes to ensure their services are inclusive and accessible. Only 21% of organisations said they had plans to make their services more inclusive and accessible in 2023.

Be the road less travelled

2023 is the year to embrace your uniqueness.

Almost three quarters of the traveller market are looking for experiences which take them out of their comfort zone.  30% of those travellers are going to explore lesser-known cities, looking for hidden gems.

This year, consider if your park is the hidden gem travellers are looking for. Showcase what makes your part of the country unique and highlight nearby attractions which they won’t find anywhere else.

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