Niche Tourism – Thematic Intelligence

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Niche Tourism Report Overview

Many companies looking to differentiate their brand from others are focusing on niche tourism. Many large conglomerates such as Expedia, TUI, and Booking Holdings have globalized the niche tourism industry through mergers and acquisitions and brand extensions. Social media has played an important role in the development of niche tourism and the rise in investment in this theme. Instagram has been directly responsible for an increase in tourists to certain beautiful areas as many people visit specifically to get a photo to share online. For instance, at Horseshoe Bend, a picturesque part of the Colorado River, in Arizona, tourism has been increasing in earnest since 2015, from around 4,000 visitors a year to more than 2 million in 2019.

The niche tourism thematic research report provides an in-depth analysis of the impact of the niche tourism theme on the travel and tourism industry. This report also provides the industry analysis along with challenges, timelines, and real-life case studies to understand how players have responded to niche tourism in the last few years. Furthermore, the report also sheds light on key consumer, enterprise, and industry trends transforming the sector in the medium and long term.

Page Count 63
Key Value Chain Components ·       Third-party Suppliers

·       Direct Suppliers

·       Ancillary Suppliers

Key Public Companies ·       Airbnb

·       Booking Holdings

·       Carnival Corporation

·       Expedia Group

·       Farah Experiences

Key Private Companies ·       G Adventures

·       Hays Travel

·       Intrepid Travel

·       Nepal Eco Adventure

·       Responsible Travel

·       RSVP Vacations

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Niche Tourism Trends

The main trends shaping the niche theme over the next 12 to 24 months are classified into consumer trends, enterprise trends, and industry trends.

Consumer Trends: The key consumer trends impacting the niche tourism industry are commoditization, growing demand for niche tourism, globalization, and the rising influence of social media.

Enterprise Trends: The key enterprise trends influencing the niche tourism sector are the presence of larger companies investing in niche tourism experiences and the rising popularity of the sharing economy and similar platforms such as Airbnb.

Industry Trends: The key industry trends influencing the niche tourism sector are growing adventure tourism, rising agri-tourism and rural tourism, and an increase in health and wellness tourism.

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Niche Tourism Industry Analysis

The niche tourism theme within the travel industry is growing significantly owing to rising disposable income in emerging economies in APAC. This is attributed to the growing middle class and better-educated population, particularly in densely populated countries. This has increased the demand for wholesome, immersive, and fulfilling touristic experiences by consumers. The experience economy also plays a large part, with many travel products now commoditized due to the online travel boom and the emergence of price comparison sites.

The growth of online travel and technological innovations had a significant impact on niche tourism. Various competitors are looking to differentiate themselves in the market while offering a competitive price. Big Data and AI will become essential for targeting the right customers, and today’s internet landscape algorithms are getting accurate due to machine learning, through social media. Social media use is most popular with the Gen Z and millennial age groups. Most Gen Z and millennials are influenced by what they see on social media. Thus, companies need to come up with affordable plans and focus on social media marketing.

The industry analysis also covers:

  • The impact of niche tourism
  • The challenges of niche tourism
  • Recommendations
  • Case Studies
  • Timeline
  • Signals
    • M&A trends
    • Social media trends

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Niche Tourism Value Chain Insights

The niche tourism value chain is divided into three different layers, including third-party suppliers, direct suppliers, and ancillary suppliers.

Third-party suppliers: Third-party suppliers involve travel intermediaries that are typically split between online travel agents (OTAs) and in-store travel agents. Both OTA and in-store agents offer niche tourism experiences for all traveler types. OTAs are heavily involved in niche tourism themes. The companies involved include smaller, independent companies such as G Adventures and Intrepid Travel to mainstream brands such as Expedia Group and Booking Holdings. Travel agents generate value for both direct and ancillary suppliers as they curate tailored itineraries and recommendations for all travel customers.

Niche Tourism Value Chain Analysis
Niche Tourism Value Chain Analysis
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Niche Tourism – Competitive Landscape

Leading public niche tourism companies: A few of the leading public niche tourism companies are Airbnb, Farah Experiences, Booking Holdings, Carnival Corporation, and Expedia Group among others.

Leading private niche tourism companies: G Adventures, Intrepid Travel, Hays Travel, Responsible Travel, Nepal Eco Adventure, and RSVP Vacations are a few of the leading private niche tourism companies.

Travel Sector Scorecards

At GlobalData, we use a scorecard approach to predict tomorrow’s leading companies within each sector. Our travel intermediaries sector scorecard has three screens: A thematic screen, a valuation screen, and a risk screen.

  • The thematic screen ranks companies based on overall leadership in the 10 themes that matter most to their industry, generating a leading indicator of future performance.
  • The valuation screen ranks our universe of companies within a sector based on selected valuation metrics.
  • The risk screen ranks companies within a particular sector based on overall investment risk.

Travel Intermediaries Sector Scorecard
Travel Intermediaries Sector Scorecard
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  • This thematic report provides an overview of the impact niche tourism has on the travel sector and helps understand a few of the contributory factors.
  • The key trends within the theme are split into three categories: consumer trends, enterprise trends, and industry trends.
  • Several case studies are included to analyze the multiple ways countries and companies have responded to the impact of this theme’s growth and what they are doing to grow with this theme.

Reasons to Buy

  • GlobalData’s thematic research ecosystem is a single, integrated global research platform that provides an easy-to-use framework for tracking all themes across all companies in all sectors.
  • Identify important themes early to make the right investments ahead of the competition and secure that all-important competitive advantage.
  • Understand how the Niche Tourism sector will continue to be a key theme in the future travel landscape. All components in the travel and tourism supply chain have an opportunity to capitalize on niche tourism as it is a potential sector.
  • Understand the current niche tourism trends within the travel landscape today and how these will escalate in the near future.
  • Assess how travel and tourism companies such as tour operators, OTAs, and DMOs are utilizing niche tourism to drive revenues.
  • Identify the potential pitfalls of using niche tourism by understanding the social, cultural, and environmental effects on the destination. The report also discusses recommendations for businesses involved in niche tourism.

Alux Caverna Lounge
Booking Holdings
British Airways
Carnival Corporation
Celebrity Cruises
Chernobyl Tour
Comcast Corp Group
Eva Air
Expedia Group
Friendly Planet Travel
Genting Malaysia
Gourmet on Tour
Hays Travel
Hemingway’s Lounge
Intrepid Travel
Kimpton Hotels
Merlin Entertainments
Las Vegas Sands
MGM Resorts International
Miral Asset Group
Norma 2.0
Norwegian Cruise Lines
On the Beach
Rainforest Café
Responsible Travel
SeaWorld Parks and Entertainment
SIM Holdings
Soviet Tours
STA Travel
The Northern Lights Bar
TUI Group
Virgin Atlantic
United Airlines
Universal Studios
Walt Disney
Wynn Resorts
Young Pioneer Tours

Table of Contents

  • 1 Executive Summary
  • 2 Players
  • 3 Thematic Briefing
  • 4 Trends

    • 4.1 Consumer trends
    • 4.2 Enterprise trends
    • 4.3 Industry trends

  • 5 Industry Analysis

    • 5.1 Impact of niche tourism
    • 5.2 Challenge of niche tourism
    • 5.3 Recommendations
    • 5.4 Case studies
    • 5.4 Timeline

  • 6 Signals

    • 6.1 M&A trends
    • 6.2 Social media trends

  • 7 Value Chain

    • 7.1 Third-party suppliers
    • 7.2 Direct suppliers
    • 7.3 Ancillary suppliers

  • 8 Companies

    • 8.1 Public companies
    • 8.2 Private companies

  • 9 Sector Scorecards
  • 10 Glossary
  • 11 Further Reading
  • 12 Our Thematic Research Methodology
  • 13 About GlobalData

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