While spontaneous holidays to a foreign country have a charming romance, the code word for 2023 travel is increasingly “planning”. The tourism market is witnessing a growing trend: Lithuanians are less reliant on last-minute offers and are starting to plan their trips in advance to be sure of both price and quality.
The tourism market is preparing for another travel boom this year. The World Tourism Organisation (UNWTO) predicts that international tourism could return to pre-pandemic levels in parts of the world as early as this year. This is particularly true in Europe and the Middle East, where last year also saw strong growth in tourist arrivals.
“Last year was even more optimistic than tourism experts’ forecasts, which promised a moderate return of the flow of travellers. However, airports and airlines did not keep up with the increased demand, and on some Baltic Sea routes, the number of travellers has already exceeded 2019 levels. The interest in early bookings at the beginning of the year also indicates that Lithuanians will not only travel actively this year, but will also do their homework more consistently, having learnt the lessons of the previous year,” says N. Otspring , Head of Marketing Campaigns at Tales of Empty Chairs travel blog..
The danger of “last minute” – not getting anything
Serving the 585 million tourists travelling around Europe in 2022 has become a challenge for some of the tourism industry, which has shrunk during the pandemic. The Economist Intelligence Unit, the analytical arm of the British magazine The Economist, predicts that hotels, restaurants and airports will have to face labour shortages, rising wages, and the cost of food and energy again this year. These obvious challenges are also changing travellers’ habits.
“Before the pandemic, around 30% of people travelling outside the ‘peak’ travel period were opting for ‘last minute’ deals,” says Domante, Author of the travel blog Tales of Empty Chairs. – When the pandemic disrupted the normal routine, almost everyone only went at the last minute because they could not be sure of the ever-changing restrictions. As tourism starts to get back on track, we are seeing fewer people travelling with last-minute offers than before the pandemic.”
The tourism expert also attributes this change to the extremely high demand for summer 2022 travel, where people were eager to buy everything, at any price, so last-minute options were rather scarce. This year is likely to be more generous with such offers, but only for the small minority of people who will be able to be very flexible with their travel schedule.
“We can see that Lithuanians have already learnt the lesson of the summer of 2022, when waiting until the last minute might not get you anything, and are already planning their trips in advance. Especially as ‘last minute’ is not necessarily a guarantee of the lowest price, and it will never be the best or favourite hotel, it will never be the most convenient time. Lithuanians value quality and are looking for the best option for their rest and exploration,” says the Author of Tales of Empty Chairs blog.
For those who want to save and be sure – “first minute”
Domante advises that advance preparation is especially valuable for those who are planning to go during the peak Lithuanian holiday periods: school holidays, winter holidays, just before or just after the school year starts.
It is also advisable to look for “first minute” rather than “last minute” deals for those who want to go to the most popular destinations: Turkey or Greece in the summer, the Canary Islands, Egypt or ski resorts in the cold season, and German Christmas markets just before the winter holidays.
The number of Lithuanians working abroad also has a big impact on the availability of destinations. For example, N. Otspring notes that last year the number of Lithuanians travelling between Klaipėda and Karlshamn, from which most of Scandinavia is easily accessible, was particularly high, with more than 4,000 more passengers than in the previous year.
So when do the experts think it’s time to start worrying about travel? If you want to go to a far-away destination (South or North America, Asia, Australia), where air fares are often a major part of the cost, it is advisable to plan your trip 9-12 months in advance.
Planning your European trip 4-6 months in advance is a rational decision. For example, if you are planning a trip in the summer, it is a good idea to do it in January or the first half of February. Not only are sales already ‘open’, but at this time there are usually always special price campaigns – pre-sales, discounts at tourism fairs”, says Domante.
No more rushing through the holidays
Another growing trend is reflected not only in the travel stories of friends, but also in the statistics – Lithuanians are starting to spend more time not only on planning, but also on holidays.
Travelers come in various forms, ranging from those who embark on brief business trips to those who indulge in extended holidays spanning several months. But the numbers show that while the average length of a trip used to be 3-4 days, now it’s 5-6. Those travelling with tour operators still mostly choose week-long holidays, but for those who travel by their own car, regular flights, ferries and trains, the average length of their trips has increased from 10 to 12 days,” says the head of Estravel.
Increasingly, people are also embracing “slow travel”. This term describes not necessarily the length of the holiday, but the very philosophy of travelling itself: the aim is not just to see the sights or to relax, but to get to know the local culture, the food, the people and the traditions.
While certain individuals already incorporate this aspect into their journeys, others are still in the process of integrating it. But if we look at the 3-5 year perspective, this trend will definitely take hold,” says Domante
N. Otspring notes that Lithuanians are adopting another aspect of “slow travel”: not only the final destination but also the journey itself is increasingly becoming an important part of the journey.
Certain individuals are motivated by environmental concerns and seek alternatives to flying Uzbekistan,or embarking on long-haul trips, such as opting for greener modes of transportation or exploring destinations closer to home. Meanwhile, others may be driven by financial considerations or simply have different preferences and priorities when it comes to their travel choices.a more varied experience,” says the DFDS marketing campaign manager. – After the pandemic, car travel is making a comeback with ‘car holidays’, train travel is reviving in Europe, and the continent’s extensive ferry network allows people to experience the beauty of slow travel: leisurely and relaxed, with great food and spectacular views of the sea.”
