Independent travel

Independent travel is the umbrella term which best describes an important developing market. With the world travel market having undergone significant changes over the last few years a new type of tourist has emerged known as the "free independent traveler" (or tourist (FIT).

Definition

The definition is broad but it tends to refer to people over 35, often, though not necessarily, of above average income who prefer to travel in small groups or typically as couples. They eschew mass tourism and the package holiday concept promoted by travel or tour operators, in favour of a more individualistic and fluid approach to travel.

Implications

There are two implications to the concept of the free independent traveler. One is important in the context of a marketing niche with a distinct economic behaviour whilst the other concentrates more on the philosophy of travel. This distinction can be summarized in how they are described. For the economic importance of tourism and for marketing purposes they are Free Independent Travelers as they are an identifiable group within the market) whilst the people themselves are perhaps more attracted to the possibilities and lack of limitations in the concept of being a free, independent traveler.

Make-up

The independent travel vacation or holiday is a custom built cocktail, complied with suggestions from friends, forums, specialty providers or others, creating the idea around which a trip is built. The FITs themselves are responsible for adding components in place of the traditional package operators.

Increasing popularity

The rise of low cost airlines in the US and Europe has increased the supply of alternative and lower cost short haul destinations fueling demand for these newly available markets. Southwest Airlines in the US, Ryanair and EasyJet in Europe and later Spanish, German and nationally orientated airlines grew up adding destinations and creating an internationally networked portfolio of air-routes delivering people to destinations which were not previously available at a commercial, international level. The internet is fundamental to the rise of independent travel, offering suggestions and ideas, for example, a good meal out in Rome from a fellow FIT, across the globe, who ate there last week can be relayed and sourced instantly.

As an economic phenomenon

Free and independent travelers are an important and growing sector in the market. Governments, regional tourist boards and other public sectors responsible for tourism development try to attract them. Why? The basic principle is economics. FITs spread their money around. Fifteen FITs will eat, sleep, snack, take a coffee, go to theatres/art shows/opera festivals/football games/rural villages in fifteen different locations and introduce their money in hundreds of different channels. Contrast this with a tour group of another 15 people run by a tour operator based in and delivering share-holder profit to Country A. Their tour to Country B is less efficient from an economic development perspective as the tour operator controls and constrains so many of the components in the chain.

Trivia

Independent travel is also sometimes referred to as DIY travel or Do-It-Yourself travel.

From http://en.wikipedia.org/