The global population is aging and as a result a significant tourist segment is emerging – “silver hair tourists” – with specific desires and needs in terms of customization, service consumption, security and desired products.

In addition, Generation Y, also known as Millennials, and Generation Z, known as iGen, are likewise appearing as an influence. These are tech savvy, technology driven age groups, very different from one another, with specific needs for communication, consumption and tourist experience.
除此之外，稱為千禧世代的Y世代以及稱作資訊世代的Z世代同樣都是影響因素。這兩者都是擅長與偏好科技事物的世代，而且彼此同質性低，對於溝通、消費及旅遊體驗也有其特定的需求。

The increase in average income and the fall in levels of absolute poverty are resulting in a growing middle class. The middle-class population is expected to increase further, up to 4.9 billion by 2030, where most of the growth is expected from Asia. Their characteristics will have a growing importance and impact on the tourism sector.
平均收入增加以及絶對貧窮的水準下降導致中產階級的增長。預估在2030年以前，全球中產階級的人口數會進一步增至49億人，而當中大都來自於亞洲地區。中產階級的特質對於旅遊業的重要性及衝擊日趨顯著。

There are also new destinations emerging, sought after by the above segments. The emerging markets will soon overtake developed markets in terms of international arrivals with 58% of the share. As it stands, in the top 20 global destinations by international overnight visitors (2015), 10 cities are from the Middle East and Asia, and half of them experienced double digit growth between 2009 and 2015.
上述客群所探訪的新興旅遊景點陸續浮上檯面。以國際旅客而言，新興旅遊市場很快將佔去58%的已開發旅遊市場。如以上所述，依據各國過夜旅客的統計資料來看，2015年全球排名前20名的旅遊城市中就有10個來自於中東及亞洲國家，而且半數國家在2009至2015年間更有二位數成長。

Today, there is more need than ever to secure political, economic and social stability in order to prevent terrorism and ensure safety for all tourists. Political tension, terrorism and civil riots are unpredictable and impose a threat to the future of tourism in any destination.
現今，為了免於恐怖主義威脅及確保所有觀光客的安全，對於政經及社會穩定性的需求更甚於以往。政局緊張、恐怖主義及國內暴動是無法預測的，而且會威脅任一旅遊城市的觀光前景。

 

Technological (r)evolution in the hotel industry is a game changer, and is already dominating how the industry operates. Although this provides more possibilities to entice Millennials and iGen, the speed of change is hard to keep up with and the complexity is tough to manage.
旅館業的科技革命或進階已是產業運作的重要影響者。雖然科技革命與進階更能夠吸引千禧世代及數位世代，但科技變動的速度很難迎頭趕上，而且其複雜程度也是難以管理掌握。

Tourism is dominated by digital channels, but growth of SoMo (Social + Mobile) is bringing a real revolution, which is disrupting the entire sector on an ongoing basis. The digitalization of tourism has made it clear that new competitors can shake up a lot of long-term business plans.
現今旅遊業受到數位科技所強烈影響著，而社群與行動通訊的發展正帶來一場真正的革命，因為它以不斷發展的原則讓整個旅遊產業分裂與混亂。旅遊業的數位科技讓新的競爭者能撼動許多既有的長期商業計劃。

Loyalty within the industry as we know it will decline. There will be no more complicated sign-up forms in order to collect and redeem points, and no more risk of losing them over time. Physical loyalty cards are vanishing and loyalty programs now have to be integrated into the www.horwathhtl.com Tourism Megatrends 3 tourist experience. A dynamic digital environment allows for the development of new, innovative loyalty programs, which are based on precise insights through Big Data, and enhance each tourist’s experience throughout their journey.
旅遊產業的忠誠度會減低。只為了收集與兌換會員點數的複雜註冊表格將不復存在，並且不用總是負擔遺失點數的風險。實體會員卡正逐漸消失，而現今的忠誠會員制度必須整合至旅客的使用經驗當中 (請參見 www.horwathhtl.com 所製作的旅遊業大趨勢 )。活躍的數位資訊環境讓創新的忠誠會員制度得以發展，而這是經由大數據所建立的精準洞見，並增強每位旅客在旅程中的體驗。

Health and healthy lifestyle will become increasingly important in tourists’ decision making. Aging tourists, the lifestyle of Millennials and iGen, a growing middle class, and the technological and digital revolution, all contribute to boosting the importance of the health trend. Health and healthy lifestyle will become progressively more integrated into multiple dimensions of tourism offerings.
健康養生風潮在旅客所做的決定當中越來越重要。年長的旅客、千禧與數位世代的生活型態、成長中的中產階級以及數位科技的革命等因素都拉抬健康風潮的重要性。健康養生風潮將更日益整合成多面向的旅遊產品。

Global tourism will continue to grow alongside world prosperity and well-being, therefore it is imperative to ensure its sustainability. Economic, social and environmental pillars have to be balanced in order to ensure the long-term sustainable development of tourism. Sustainable tourism development requires the participation of all relevant stakeholders as well as a strong political leadership.
全球旅遊業將持續與世界經濟繁榮與康樂一同增長，所以確保其可持續發展性就相當重要。為了確保旅遊業的長期可持續性發展，經濟、社會與環保三者間須取得平衡。可持續性的旅遊業發展需要相關的利害關係人及有力的政治領導者共同參與。

Many tourist service providers have already changed their business model in order to meet the challenges arising from all the identified trends. Destinations, travel companies, hotel companies and other players along the value chain will have to be constantly on their toes, tracking future developments of these trends. It will continue to be a story of those who were prepared, those who were not, and those who managed to adopt the change quickly enough.
為了面對所有已知趨勢的挑戰，許多旅遊業者已著手改變其商業模式。旅遊景點城市、旅行社業者、旅館業者以及產業鍊上的其他業者必須要時時警覺並追蹤上述趨勢的未來發展。而在已準備、未準備以及順利迎接改變的業者之間，仍會有案例值得去討論。

You can download a copy of the full HTL report here: Tourism Megatrends – 10 things you need to know about the future of tourism.
您可以下載完整的「旅館、旅遊暨休閒產業報告」於此連結：「旅遊業大趨勢 ─ 十項你應該知道的旅遊業未來展望」 。