The suppliers of tourist services will increasingly offer service packages that directly address specific customer problems and provide travellers with more opportunity to shape their holidays as they wish. Activities, experiences, participation and learning will all be key elements in the future. Adventure holidays, sports and health trips, sabbaticals and learning holidays will all become more popular. This desire for the experiential will give rise to a new tribe of consumers – ‘transumers’. Transumers are consumers driven by experience instead of the ‘fixed’ traditional tourism offerings, driven by entertainment, by discovery, by fighting boredom, increasingly living a transient lifestyle, freeing themselves from the hassles of permanent ownership and possessions.
