Travel Authenticity

Consumers turn to local travel aids for an authentic experience

Implications - Though the majority of consumers book travel online, they continue to value a certain expertise when it comes to vacation planning. The nature of the expertise has shifted from formal or corporate entities, such as travel agents and tourist excursions, to more localized travel aids. In today's Instagrammable age, travelers are wary of having the same experience as everyone else. The desire for authenticity can more accurately be described as a quest for personalization and the search for the unique.
SCORE: 4.1
This Year and Untested Top 4 Examples: 1,140 Total Clicks Oct 15 - Feb 16
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Activity
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DEMOGRAPHICS
Travel Agent Apps - Airbnb's New Trip-Planning App Books The Whole Trip from Meals to Transportation
SCORE: 4.2
Mild 584 Clicks Pub: Oct 27, 15
Travel Agent Apps
Airbnb's New Trip-Planning App Books The Whole Trip from Meals to Transportation
Airbnb is testing a new trip-planning app that acts as a travel agent, booking everything from meals to transportation. The successful concierge service was previously limited to only making capital... [More]
Family Bike Tours - This Company Offers Exciting Vacation Packages for Active Families
SCORE: 4.2
This Year and Mild 181 Clicks Pub: Feb 11, 16
Family Bike Tours
This Company Offers Exciting Vacation Packages for Active Families
‘Backroads’ offers US and international bike tours for active families that are looking for a new way to travel. For many millennials, staying healthy and active is a top priority. As a... [More]
Locally Curated Tours - The Airbnb New York City Map is Created and Guided by Local Hosts
SCORE: 3.2
Untested 274 Clicks Pub: Oct 3, 15
Locally Curated Tours
The Airbnb New York City Map is Created and Guided by Local Hosts
This Google maps-based app, called Hosted Walks, allows visitors to NYC to avoid tourist traps by taking an Airbnb New York tour entirely curated and hosted by locals. During New York Advertising... [More]
Adventurous Layover Apps - The Layover with a Local App Connects Passengers with a Local Tour Guide
SCORE: 4
This Year and Untested 101 Clicks Pub: Feb 25, 16
Adventurous Layover Apps
The Layover with a Local App Connects Passengers with a Local Tour Guide
In a collaborative effort between KLM and creative agency ‘ACHTUNG!’ the ‘Layover with a Local’ app connects passengers stuck in Amsterdam with a personal tour guide. The... [More]
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