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.
Workshop Question - Where does you product or brand feel inauthentic and how can you revise those areas?
Trend Themes
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Localized Travel Aids — The shift from formal, corporate travel entities to more localized travel aids offers the opportunity to provide more personalized travel experiences.
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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.
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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
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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.
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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.
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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.
