The Future of Travel Is Taking Shape. Here’s How Small Businesses Can Lead It

A new report from the World Economic Forum, Travel and Tourism at a Turning Point (2025), outlines where the industry is headed: global travel is projected to contribute $16 trillion to global GDP by 2034, with nearly 30 billion tourist trips. That’s a staggering volume. But not all businesses will be positioned to benefit.

For small operators, vacation rentals, boutique hotels, local tours, and destination businesses the question isn’t just how to keep up. It’s how to align your business with what’s coming, without losing what makes you different.

This post distills the WEF’s 10 guiding principles into strategies designed for small businesses. They’re practical, flexible, and ready to scale with you.

What’s Driving Change (and What’s Standing in the Way)

According to the report, the next decade will be shaped by two parallel forces:

Key growth drivers:

• A new wave of travelers from emerging markets (especially India and China)
• High-growth segments: wellness, ecotourism, sports, live events
• Rising demand for meaningful, personalized experiences
• Expanding use of technology across the guest journey

At the same time, tension points are increasing:

• Climate change and pressure on natural ecosystems
• Growing friction between visitors and residents
• Labor shortages and skills gaps across the industry
• Infrastructure strain in high-demand destinations

10 Moves You Can Make Right Now

These 10 strategic shifts are built on the WEF principles, but translated into something small tourism businesses can act on.

1. Personalize the Experience, Without Overcomplicating It

Travelers want to feel seen. That doesn’t require elaborate systems.

• Gather guest preferences through pre-arrival questions or informal messages.
• Add simple touches like custom reccommendations or a handwritten note.
• Use AI tools like ChatGPT or Gemini to draft itineraries or guest guide content that still feels like you.

2. Focus on One Growth Segment You Can Deliver Well

Trying to serve everyone dilutes your brand.

• Align your strengths with a growing niche: wellness, sports tourism, culture, or off-season getaways.
• If guests already book you for a specific reason, build on it.
• Don’t chase the trend. Position yourself within it.

3. Use Technology Where It Adds Value

Not all tech is about automation. It's about making space for the human side of hospitality.

• Automate basic inquiries, check-in instructions, or confirmations with tools like TIDIO or Hostaway.
• Use Canva to create guides and itineraries.
• Consider WhatsApp Business for direct guest communication.
  Even small tools can help you deliver more while working less.

4. Plan for Disruption. Not Just the Next Booking

If you rely heavily on one platform, you’re vulnerable to policy changes or visibility shifts.

• Diversify your marketing channels and start collecting guest emails.
• Review your cancellation policies and risk response plans.
• Even a simple crisis checklist (weather, illness, refund protocol) can reduce stress when things shift unexpectedly.

5. Make Sure the Community Benefits, Too

Tourism isn’t sustainable if it puts pressure on locals.

• Recommend small, independent restaurants or cultural sites, not just the highest-rated on Google.
• Support STR regulations that balance economic opportunity with housing supply.
• Consider donating a portion of revenue to a local initiative or organizing community clean-ups.

6. Move Beyond Green Labels

Sustainability isn’t a tagline. it’s part of your infrastructure.

• Replace single-use items, minimize plastic, and offer refillable amenities.
• Tell guests how their visit helps protect the environment, supports local jobs, or contributes to conservation.
• Even small changes like reducing laundry frequency or offering filtered water, can matter when communicated clearly.

7. Invest in People, Starting with Yourself

Hiring may not be an option, but burnout shouldn’t be the default.

• Block time to improve one system each month your booking process, checklists, or review strategy.
• Explore free online training platforms for marketing, AI, or guest service skills.
• If you do have a team, cross-train and support flexibility to reduce turnover.
  Better systems are often the best investment you can make.

8. Support and Collaborate with Other Local Businesses

You're not just running a property or tour, you’re part of a destination.

• Partner with nearby operators to offer joint packages or themed experiences.
• Share a seasonal calendar of events or create a simple “local passport” for guests.
• A well-designed collaboration can drive bookings, build visibility, and improve guest satisfaction.

9. Improve Infrastructure Where You Can

Infrastructure isn’t just about roads or airports.

• Review your Wi-Fi speed, signage, and accessibility.
• Make sure your booking site or listings work well on mobile.
• Update your guest guide for clarity and usability. These micro-upgrades build trust.

10. Stay Rooted in What Makes You Distinct

As the industry scales, the pressure to standardize grows. That’s not where your strength is.

• Share your origin story. Explain why your place matters.
• Offer context and storytelling in your welcome materials.
• Culture isn’t static. Let it inform your experience design, content, and guest interaction.

Final Thoughts: Small Shifts. Long-Term Value.

You don’t need a massive budget or team to prepare for the future. You need clarity on where you’re going, and focus on how to get there in a way that’s aligned with your strengths.

Start small. Choose one principle to improve this month.
‍

And measure what changes. Track guest feedback, booking channels, or comments about your sustainability efforts. You don’t need a dashboard to stay informed—you just need to stay engaged.

Source: Travel and Tourism at a Turning Point: Principles for Transformative Growth (World Economic Forum, July 2025) Download your copy of the report.

‍