Category
Tech
Delegated Interfaces
Trend cluster
Category
Travel
Authenticity
Consumers turn to local travel aids for an authentic experience.
3.2
Trend score
Trend
What is the Travel Authenticity trend?
Travel Authenticity: 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.
Trend themes
Themes within the Travel Authenticity trend
Three behaviours holding the trend together01
Localized Travel Aids
The shift from formal, corporate travel entities to more localized travel aids offers the opportunity to provide more personalized travel experiences.
02
Social Connection Platforms
Platforms that enable travelers to connect with locals in order to get the best recommendations and travel itinerary planning opportunities are attractive for travelers seeking authentic experiences.
03
Customized Travel Planning
Travel planning services that cater to individuals and provide a tailored travel itinerary can help appeal to travelers wanting unique and personalized travel experiences.
Industry implications
What the Travel Authenticity trend means for industry
Where the trend changes the playbookFor
Hospitality Industry
The shift towards localized travel aids and the increase in personalized travel experiences creates an opportunity for the hospitality industry to provide more tailored experiences for guests.
For
Travel Planning Industry
The advancements in social connection platforms and customized travel planning services provide an opportunity for the travel planning industry to enhance their services to meet the growing demand for personalized experiences.
For
Tourism Industry
The rise of social cycling tours and curated local experiences offers the tourism industry the opportunity to diversify their offerings and attract more adventurous travelers.
Workshop question
Where does you product or brand feel inauthentic and how can you revise those areas?
Trend signals
Trend signals for Travel Authenticity
Trend score 3.2 out of 10, from popularity 51%, activity 38%, freshness 8%.
Popularity51%
Activity38%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Travel Authenticity trend
5 featured examples from Oct 27, 2015 to Mar 24, 2017CategoryLifestyle
Social Cycling Tours
Cycle City Tours Allows Participants to Learn About Areas in a Unique Way
A way to offer unique tours and activities that deviate from traditional tours.
CategoryWorld
Local Travel Buddy Platforms
'xpath' Connects Travelers to Local Travel Guides for Fun and More
Disruptive innovation opportunity: Implement AI and machine learning algorithms to match travelers with local travel guides based on their preferences and interests.
CategoryWorld
Travel Agent Apps
Airbnb's New Trip-Planning App Books The Whole Trip from Meals to Transportation
Developing an all-inclusive travel app or a custom-tailored trip planning app could be a great opportunity for new businesses in the travel and hospitality industry.
CategoryWorld
Local Travel Tip Apps
'Worldmio' Aids with Travel Itinerary Planning with Help from Locals
Disruptive innovation opportunity: Incorporating technology to create more personalized and sustainable travel experiences for tourists.
CategoryWorld
Localized Vacation Experiences
Airbnb Now Offers Bookable Experiences for Toronto Visitors
Localized experiences that go beyond basic tourist spots can disrupt and diversify the tourism industry.
