ITB has published its World Travel Trends Report 2008, which was first released at the ITB Berlin Convention. The report reveals that the upward trend for travel has continued for the fourth year in a row, with a worldwide increase of 6% in outbound travel. It also showed that 50% of all reservations in Europe were made using the Internet, and payment for 36% of all travel was made online. This is up 12% from 2006. “There is a very definite and continuing trend towards greater individuality”, says the study. It mentions that an increasing number of consumers are organizing their own travel instead of relying on ready-made package arrangements. The report also points to significant changes in the average tourist profile. “Instead of only lying on a beach, travelers are showing a greater interest in sporting and cultural activities as well as in educational travel.
“Characteristic features of this changing market have been a stronger focus on hospitality, authenticity and tradition, as well as an increased demand for uniqueness, individuality, traveling in order to experience nature, and sustainability,” according to the report.