Globetrender launches travel trend forecasting agency in partnership with Waterfront Publishing

  • July 23, 2019
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Globetrender launches travel trend forecasting agency in partnership with Waterfront Publishing

Globetrender launches travel trend forecasting agency in partnership with Waterfront Publishing

‘2020 Travel Trend Forecast’ reveals ten top trends for the start of the new decade

Globetrender, an online magazine dedicated to the future of travel, has announced a joint venture with Waterfront Publishing, and the official launch of its travel trend forecasting start-up. To celebrate, and in readiness for the new decade, Globetrender has produced the first in an on-going series of travel trend reports that will be available to download from
The debut report looks at ten travel trends for 2020. These include: Modern Nomadism, Cash-Free Culture, Cyber Worlds, Space Tourism, Upskilling Escapes and Cannabis Tourism. Aimed at informing, illuminating and inspiring the travel industry, the research reveals how today’s innovations and ideas will shape the cultural landscape of tomorrow.
Jenny Southan, editor and founder of Globetrender, said: “After spending well over a decade working in travel journalism – with ten years in-house at Business Traveller magazine – it made sense to me to set up a publication that focused on the future of travel. And now, with the help of Waterfront Publishing, which produces esteemed titles such as ABTA Magazine and Cruise Adviser, we will build the company into a world-leading travel trend forecasting agency to help future-proof businesses.”
She continued: “Travel is one of the biggest industries on the planet. According to the World Travel and Tourism Council, it contributed US$8.8 trillion to global GDP in 2018 – by 2029 it is expected to hit US$13 trillion. Compare this with the fashion industry, which the McKinsey Global Fashion Index reported was worth $2.4 trillion in 2017, and you have to ask why there has been so little in the way of trend forecasting in the former and so much for the latter? From my perspective, there is a huge gap in the market.’’
“As we enter the third decade of the 21st century, we are faced with significant technological advances – from AI to hypersonic, as well as troubling planetary concerns related to climate change and pollution. There are major challenges ahead but for optimists and visionaries, opportunities too. With intelligent planning from hotels, airlines, tourist boards and travel companies, we can counter negative trends such as over-tourism and ensure travel enhances rather than undermines societies and environments.”
Anthony Pearce of Waterfront Publishing said: “We’re absolutely delighted to embark on this joint venture with Globetrender. As one of the best-known business travel journalists in the country, Jenny has made Globetrender vital reading for anyone interested in the future of travel. Together we plan to take Globetrender to the next level, with more news and features from the cutting edge of travel, events and regular trend forecasting reports  –  beginning with the 2020 Travel Trend Forecast.”
Sam Ballard of Waterfront Publishing said: “We’re incredibly excited to be working with Jenny on Globetrender, which is unique as a UK-based trend forecasting agency specialising in travel. Through trend reports and brand deep dives, we will be identifying the big shifts in travel before they happen. This is also another exciting step for Waterfront Publishing, as we continue to expand our offering.”
The Globetrender ‘2020 Travel Trend Forecast’ is available to download now, for free.

Jenny Southan, editor and founder of Globetrender
Sam Ballard, director of Globetrender and Waterfront Publishing
Anthony Pearce, director of Globetrender and Waterfront Publishing
12-18 Hoxton Street, Hackney, London N1 6NG

Launched in 2015, Globetrender offers both bespoke trend forecasting services and future-facing editorial produced by award-winning travel journalists. Globetrender’s travel trend forecasting stands out in its richness. It is based on hard data from multiple sources, strategic intuition, in-depth journalistic research, expert interviews, observation of the changing needs and desires of consumers, and cross-cultural analysis. Globetrender sets its sights on what is happening in the early stages of adoption so that the information it delivers feels fresh and companies have time to act on it. Equally, it is embedded enough that it is solid and reliable, not just flimsy future-gazing. While its trend reports and consulting services are designed to future-proof travel companies, delivers engaging stories about the cutting-edge of travel, which are essential reading for savvy travellers and industry professionals alike. Globetrender was shortlisted for “Online Consumer Publication of the Year” in the 2017 Travel Media Awards.
Waterfront Publishing is an independent magazine publisher based in central London. It has two in-house magazines, Cruise Adviser and Solus, both aimed at the travel trade, and also offers contract publishing services. Waterfront currently publishes ABTA Magazine, a bi-monthly publication distributed to 17,500 ABTA members and UK travel industry contacts. It has also produced magazines for: Travelzoo; JV Pastor; the Cruise Lines International Association, UK and Ireland (Clia); Cruise & Maritime Voyages; The Travel Village and Advantage Travel Partnership. It also runs an agency, The Studio by Waterfront.