The shrinking global village will provide a potent cocktail of greater communication, greater knowledge and information, cheaper flights and global terror - all factors that are creating a more savvy kind of tourist. The prognosis is that despite a recent dip in travel, people will continue to travel and in growing numbers, avoiding troubles, like the Far and Middle East and turning towards South America (especially Argentina) and Eastern Europe. Expect to see images that steer clear of cliché, images that convey a realism, inform and excite curiosity about a way of life rather than seek to represent a country. In our survey 90% of travel operators expressed a need for realistic, non-posed travel imagery. Edward Dyson of Chameleon Design: "We prefer to use imagery that can be used as an intro shot, an image that will sell the brochure in other words. We are looking for something that sells the lifestyle of a country or depicts a stunning travel destination."
Getting on, getting out
In Germany, a new product is in the process of being launched called Reise Träume (Travel Dreams). Aimed at travelers in their 80s and 90s, the service will include a doctor that travels with the groups and typifies a growing selection of specialist agencies around the globe that offer holidays for the retired or elderly. Companies are recognizing and reflecting the diverse interests of this group of travelers. They have greater disposable income and the 45-plus group have more free time than any other generation. Expect 'real' people, engaged in their interests and pursuits - don't expect stereotypical photography. The one-shot-fits-all approach has aged much more than its subjects.
