Establishing Strategic Positioning

The first part of our strategic planning process is research and discovery. During this time, we interview organization leadership, hold a team visit in the case of destinations and attractions, conduct secondary research and host a creative strategy workshop with leadership and stakeholders.

We first started working with tour operator Old Sod Travel on their digital advertising in 2021 as people started returning to travel. During the research and discovery phase, we learned why travelers would want to use their service, what differentiates them from competitors, and what luxury travelers are looking for. The results of this research formed the strategic positioning for the brand:

• Transformational Experiences. Relaying the emotions of travel and connect with the aspiration of planning a trip of a lifetime.
• Authentic Luxury Tours. Guests wake up knowing they’re someplace special and spend the day among the new and different. This is about having cultural immersion within a destination, and soaking in high-end experiences.
• Hand in Hand Planning. Tours are fully customized for each trip, there are no pre-set itineraries. The travel consultants at Old Sod tailor each itinerary to the travelers wants and interests.
• Once, Again. Taking more than one trip of a lifetime. Crossing off multiple bucket list items with the singular experiences Old Sod provides to many destinations.

In addition to positioning themes, every strategy we work on contains strategic insights. Both the insights and strategic positioning form the basis for the key messages and inform the messaging across all channels. With these

What are Strategic Insights?

According to Mercer Island Group, a top agency search firm that works with some of the world’s largest brands, a strategic insight is “a penetrating truth that elevates strategy, enabling highly differentiated tactics.”

Defining a strategic insight starts with collecting research and data points that fit into several focus areas. We pull all that knowledge together through evaluation and analysis to come up with a strategic insight for each focus area. These focus areas typically are brand, consumer, and competition. We’ll sometimes bring in community for a focus area too, as it fits so well with destination marketing.

Using Your Data

Once the data is collected, we look at it to draw conclusions and comparisons about what is there. The data is telling a story, and we want to look at what’s on the page and make sense of it in terms of the focus area it’s in. As we pull these interpretations out of the data, we distill all of the research and work into clear, strategy-driving statements that will lay the foundation for messaging, approach and tactics.

The Overall Strategic Insight

Creating the focus area insights involves going beyond the data on the page, beyond the comparisons and coming to the big-picture truth for each focus area that makes the most sense for your organization. In defining a strategic insight, we look for the point where the insights from the 3-5 focus areas intersect. It is a compelling statement rather than a simple summary. It’s all at once an “ah-ha!” and an “oh! of course!”

Once we reach the strategic insight, it informs the messaging, tactics, approach and much of the rest of the strategy. It is a piece of the strategy that we come back to again and again to keep the marketing pointed in the right direction (the goals).

A Strategic Insights Example

This example comes from our work with Cayuga County, NY on the Harriet Tubman campaign. These brief summaries show a glimpse into the research completed and findings of the competition, product and consumer analyses. Then, you’ll see the corresponding insights and overall positioning statement.

Focus Area: Competition

Three other destinations can claim Harriet Tubman among their residents during her life: Dorchester, Maryland; Philadelphia, Pennsylvania; St. Catharine’s, Ontario. Of the three, Maryland has focused most heavily on Tubman in their tourism marketing with both Visit Dorchester and Visit Maryland promoting her prominently on their websites.​ However, the communities don’t seem to embrace Harriet Tubman and the Underground Railroad story as most of the focus is on the history. 

Competition insight: Cayuga County has the opportunity to tell her story differently by embracing her spirit.

Focus Area: Product

Auburn is surrounded by places known for their part in the equal rights and women’s equal rights movements. Auburn is full of places Harriet visited and frequented along with tributes and sculptures. ​Unlike anywhere else, Auburn is Harriet’s final resting place, her chosen home. It’s where she brought her family, married her husband, owned her own home and land, and spent her time in freedom. Auburn is where she lived as an equal with her neighbors and found community.​

Product insight: Auburn has historically been a leading community in equal rights and still is to this day.​

Focus Area: Consumer

Social justice travel is an upcoming tourism trend. Socially conscious people’s demographics and travel patterns have not been widely studied. However, social justice tours and tour operators have started to pop up. Articles about how to travel in a socially conscious or equitable way are being written. These travelers’ interests overlap with popular travel trends today: conscientious spending, experiential tourism, connecting with nature, togetherness, demand for authenticity, searching for fulfillment. Socially conscious travelers want to learn the history that’s not taught in schools. They want to go deeper and especially show their children the Truth, the history and break stereotypes.

Consumer insight: Socially conscious travelers want to learn the history that’s not taught in schools.

The Overall Insight

Now with our insights identified, we looked at how these insights intersect and where Cayuga County could stand out from the crowd in telling the story of Harriet Tubman in Auburn, New York.

The challenge: How do we promote Cayuga County’s current and historical connections of equal rights to attract visitors?

Overall insight: Welcome visitors to walk in Harriet’s steps to discover their truth in Cayuga County.

The post The Art of Strategic Positioning for Attracting More Visitors appeared first on Travel Alliance Partnership.

What is a Brand Promise?

Your brand promise is an important part of your overall brand. It’s more than just words—it’s the experience you commit to providing every time. This promise is meant for everyone who interacts with your brand, from your team to your customers. For employees, it gives a clear direction and helps them understand what the company stands for. For customers and partners, it builds trust by assuring them of the quality and consistency they can expect.

When we launched our new brand, Travel Alliance Partnership, we revealed our brand promise at the same time. Our brand promise is the promise of the experience we aim to provide in every interaction. It’s the experience that brings our customers the value they have come to expect every single time they engage with our organization. The more we deliver on our promise, the stronger the trust, brand value and loyalty in the minds and hearts of our customers. 

The Importance of a Strong Brand Promise

Our new branding was led by Big Bold Brand, a strategic branding consultancy based in Vancouver, BC Canada. According to Big Bold Brand, there are several reasons why you need a brand promise.  

• A brand promise is the core principle for creating or improving your brand experience for everyone you serve (your customers, your strategic referral partners, your suppliers and team members). 

• It enables you to set people’s expectations and generate curiosity and excitement. 

•  It can allow you to set the bar in your industry or sector amongst the competition. 

•  It makes you a more attractive partner for other purpose-driven brands. 

• It can differentiate you amongst your competitors if you set or imply, a higher or different standard with your promise. 

•  It shows the people that you serve (i.e. your customers and team members) that you care enough to set a standard for which you can be measured. 

To hear more of Big Bold Brand’s insights, tune into episode 284 with CEO Karley Cunningham.  

The Travel Alliance Partnership Brand Promise 

Our brand promise is to create impact through connection, community and collaboration.  

Stating this is our promise is one thing, having our community (clients, members, team members, strategic partners) experience it is what it’s truly about. This promise is more than just words on a paper, it is the essence of what we do every day at Travel Alliance Partnership. Recently, I got to witness our brand promise in action when I watched Colleen Onuffer, our Director of Public Relations give a presentation with one of our clients at the NYS tourism industry association annual meeting.   

Our client, Tour Cayuga located in the Finger Lakes of NYS and known for being Harriett Tubman’s chosen hometown, was receiving a tourism excellence award for a FAM tour that we helped them plan and execute. Claire Dunlap, Tour Cayuga’s Director of Marketing & Sales and Colleen were asked to make a 10-minute presentation about the award-winning FAM. As I watched the two of them present, I could clearly see our brand promise of impact through community, connection and collaboration come to life.  Colleen and I discuss this on episode 400 of Destination on the Left.

Reflecting on how our brand promise has come to life over this past year, I wanted to know what other brands in the travel space were doing to live out their brand promises. So, I turned to Google and ChatGPT for some inspiration. Here are some of my favorite examples that I found.  

Brand Promises of Travel Companies 

These stories illustrate how these travel brands live out their brand promises by delivering thoughtful, personalized service that goes beyond expectations, creating lasting emotional connections with their customers. 

Hawaiian Airlines – “Ho’okipa – Hawaiian Hospitality.” 

In 2022, a TikTok video went viral showing a Hawaiian Airlines flight attendant using ASL to talk with a young deaf child aboard the flight. This is a perfect example of the airline’s brand promise of friendly and welcoming culture, known as ho‘okipa (Hawaiian hospitality). With the flight attendant making this simple yet meaningful connection, the airline shows its dedication to ensuring that all passengers have a pleasant and memorable flight experience, truly bringing the spirit of aloha to the skies.

Ritz-Carlton – “We Are Ladies and Gentlemen Serving Ladies and Gentlemen” 

The Ritz-Carlton is famous for its legendary customer service. One famous example comes from a family who stayed at a Ritz-Carlton property in Bali. Their son had severe food allergies, and the chef specially prepared meals to meet his needs. But the story takes an even more extraordinary turn: when the family left the resort, they forgot a beloved stuffed giraffe named Joshie. To comfort their distressed child, the father jokingly told him that Joshie was just extending his vacation at the hotel. When the staff at Ritz-Carlton found Joshie, they played along with the story. The hotel sent photos of Joshie lounging by the pool, enjoying a massage, and working at the hotel spa. They even returned Joshie with a photo album documenting his extended stay. 

This story demonstrates how Ritz-Carlton employees embody the hotel’s brand promise, offering a level of service that is not just luxurious but also thoughtful, personalized, and filled with unexpected delights that create emotional connections with guests. 

Brand Promises of Museums 

Several museums around the world have strong brand promises that reflect their unique missions, cultural significance, and visitor experiences. Here are some examples of standout brand promises from museums: 

The Louvre (Paris, France) –  “A Museum for All, a Museum for the World”   

 The Louvre promises to be a universal museum that serves as a bridge between different cultures and time periods, offering a vast and diverse collection of art and artifacts. Its aim is to make art accessible to all, regardless of background, by fostering curiosity and education through its exhibitions and programs. This promise highlights the Louvre’s commitment to inclusivity and global relevance. 

Smithsonian Institution (Washington, D.C., USA) – “The Increase and Diffusion of Knowledge”   

The Smithsonian’s brand promise is rooted in its founding mission to expand and share knowledge. The institution’s museums and research centers aim to educate, inspire, and engage the public in a wide array of disciplines, including history, science, and culture. Its focus on accessibility and providing free access to its museums speaks to its dedication to democratizing knowledge. 

Brand Promises of Travel Agents and Tour Operators 

Several travel agencies and tour operators have distinct brand promises that highlight their unique value propositions, customer service philosophies, and commitment to providing unforgettable travel experiences. Here are some standout examples: 

Intrepid Travel – “Real Life Experiences”   

Intrepid Travel’s brand promise centers on offering sustainable and immersive travel experiences that connect travelers with local cultures and communities. They aim to create small-group adventures that are ethical and meaningful, promoting responsible travel. Their emphasis on authenticity, local immersion, and off-the-beaten-path experiences reflects a commitment to making travel a positive force for both travelers and the communities they visit. 

Audley Travel – “Your Trip, Your Way”   

Audley Travel specializes in bespoke, tailor-made journeys, and its brand promise is all about customization. They promise to create personalized, meaningful travel experiences that reflect the unique preferences and passions of each traveler. By offering one-on-one consultations and crafting itineraries based on individual desires, Audley focuses on ensuring that each trip feels personal and exclusive. 

Brand Promises of Destinations

These destination brand promises focus on creating an emotional connection with travelers, often highlighting unique qualities and experiences that can only be found in these locations. 

Las Vegas, USA – “What Happens Here, Only Happens Here”   

Las Vegas positions itself as a place of unparalleled entertainment, excitement, and indulgence. The promise emphasizes exclusivity and the idea that the experiences in Las Vegas are unlike anything else in the world. 

Puerto Rico’s – “Live Boricua” 

The brand promise encourages visitors to immerse themselves in the rich culture and unique lifestyle of Puerto Rico, which is deeply connected to the island’s identity and history. “Boricua” refers to the indigenous Taíno name for the island, and the phrase embodies the warmth, spirit, and vibrancy of Puerto Rican culture. It invites visitors to experience Puerto Rico in a way that goes beyond typical tourism by engaging in its local traditions, cuisine, music, and community, thus living as the locals do. 

This brand promise emphasizes Puerto Rico’s authenticity, natural beauty, and cultural pride, aiming to provide travelers with an immersive and genuine experience of the island’s distinctive heritage. 

To learn more about how Puerto Rico’s brand was developed, tune into episode 302 with Leah Chandler, CMO for the destination.  

Canada – “Openness” 

Canada’s destination brand promise focuses on “openness”, highlighting its vast open spaces, welcoming culture, and open-mindedness. It invites travelers to experience personal growth, connection, and emotional renewal through meaningful travel experiences. The brand emphasizes Canada’s natural beauty, cultural diversity, and spirit of inclusivity, offering opportunities for travelers to explore with curiosity and embrace new perspectives. Canada positions itself as a place where visitors can break free from everyday restrictions and find transformative, life-changing experiences.

Your Brand Promise 

What are some of your favorite brands? Exploring their brand promises and how they deliver on them can offer enlightening insights into what makes them so compelling. As you think about your own brand’s promise, consider how it reflects your values. How can you strengthen your organization’s brand to build your reputation and create brand loyalty?

The post Compelling Brand Promises for the Travel and Tourism Industry appeared first on Travel Alliance Partnership.

Understanding the Travel Trade

The travel trade is comprised of a network of professionals dedicated to creating and selling travel experiences. This group includes:

• Group Tour Operators: Crafting and selling trips for groups.
• Receptive Operators: Specializing in international markets and packaging travel in their local area to sell to group tour operators.
• Travel Advisors: Planning and selling travel directly to individual consumers.

There is one more important component to this eco-system. Who sells the travel experience to the travel trade? That’s where tourism offices, Destination Marketing Organizations (DMOs), attractions and accommodations come in.

Travel Trade Shows

So – how and where do all these travel professionals connect to do business? One of the most common and effective ways for the tourism industry to connect is by attending travel trade shows.

At a travel trade show, the travel trade are the “buyers” and the destinations, attractions and accommodations are the “suppliers.” These shows on average span 2-5 days and typically include a series of short appointments where the suppliers sit down with the buyers on an individual basis. That’s right – speed dating for travel!

Registration fees for travel trade shows are often waived or discounted for the buyers, because the more buyers that attend, the more suppliers will want to meet with them. Suppliers typically pay the full registration fee. Also attending these industry shows are sponsors. These are typically vendors who work within the travel and tourism industry – for example, media companies, manufacturers and others who want to collaborate with the buyers and suppliers. This provides a wonderful forum for people to do business. In addition to the short meetings, there are always networking events (primarily in the evenings) where all attendees can casually connect and build relationships.

There are several trade shows available for travel trade professionals, ranging from regional, to national, to international in scope. It can be a daunting task to determine which is the best show for you, regardless of whether you are a buyer or a supplier. Shows vary in location, size, and format.

Here are a few of the top shows that should be considered for travel trade sales:

American Bus Association (ABA)

ABA Marketplace. This week-long event is the largest trade show for group tour business in the country. Over 3,500 attendees come together in January or February every year to kick off a new year of business opportunities. In addition to seven-minute pre-scheduled appointments on the meeting floor, there is a trade show space with exhibit booths of various proportions. Educational sessions are also offered throughout the event. Free 30-minute seminars featuring personal, professional and industry training are available to all attendees every day of the event.

• Duration: 5 days
• Meetings: Pre-scheduled appointments, 7 minutes long
• Show: Trade show with exhibit booths
• Educational opportunities: breakout sessions, education “bites,” roundtable
• Differentiator: Largest group tour show in U.S.A.

National Tour Association (NTA)

NTA Travel Exchange. NTA’s annual convention is a week-long show that happens in November or December every year and features buyers of all sizes who package travel to, from and within North America. The attendees represent the United States, Canada and 30+ countries worldwide. Different from ABA Marketplace, a component of this event is targeted toward the international market. Also offered are seven-minute pre-scheduled appointments, a trade show with exhibit booths, and educational opportunities throughout the event.

• Duration: 5 days
• Meetings: Pre-schedule appointments, 7 minutes long
• Show: Trade show with exhibit booths
• Educational opportunities: seminars in 4 tracks
• Differentiator: International component

Ontario Motor Coach Association (OMCA)

OMCA Marketplace. This event is basically the Canadian version of ABA’s Marketplace. The buyers who attend are primarily Canadian. This travel show is held in various Canadian destinations and takes place on an annual basis, usually in November. This event is 3 days in length and the scheduled appointments are 8 minutes. The format and style, as far as trade show and educational sessions, are similar to ABA’s Marketplace and NTA’s Travel Exchange. Smaller in scale with only a few hundred attendees, this conference is great for those suppliers who are looking to secure Canadian business!

• Duration: 3 days
• Meetings: Pre-schedule appointments, 8 minutes long
• Show: Trade show with exhibit booths
• Educational opportunities: daily sessions for tour operators, coach operators and sellers
• Differentiator: Buyers are primarily Canadian

Travel Alliance Partnership (TAP)

TAP Dance. This 3-day travel show is a national conference, however at a much more intimate size, occurring annually in May or June. The typical attendance at TAP Dance is less than 200 people, unlike the thousands of attendees at ABA & NTA. Buyers at this gathering are comprised of approximately 20 individual tour companies throughout North America who collaborate by buying and selling tour product from each other. The tour operator partners (or buyers in this case) and suppliers (sellers) make up the organization that is Travel Alliance Partnership. The suppliers are organized in regional groups of 3-5 sellers, called pods, and each individual pod meets with every buyer in 25-minute meetings. This event offers a much more collaborative experience, allowing for more detailed conversations and time for relationship building. The smaller size also allows for more networking time with the tour operators at meals and evening events.

• Duration: 3 days
• Meetings: Pod appointments, 25 minutes long
• Show: Individual appointments only
• Educational opportunities: Programming at meals
• Differentiator: A more intimate and collaborative experience

Unlocking Opportunities at Travel Trade Shows

These are some of the national travel trade events that should be considered. There are also many regional travel trade shows that are shorter in length (1-2 days), some including appointments and others entirely trade show exhibits. A quick online search of “travel shows in x region, state, etc.” will provide options of local and regional opportunities.

Travel trade shows are invaluable for professionals seeking to expand their networks, discover new business opportunities, and stay ahead in the competitive travel industry. Whether you’re a buyer or a supplier, these events can unlock connections that will significantly impact your business.

Learn more about how to maximize your trade show experiences, through preparation, communication skills, and follow-up:

Maximizing Your Tradeshow Experience Through Effective Listening and Communication Skills

Maximizing and Proving Tradeshow ROI

Making a Splash: How to Maximize Reach for Your Brand at a Tourism Conference

The post Top Travel Trade Shows for Industry Professionals appeared first on Travel Alliance Partnership.

Collaborative membership programs are central to this strategy, bringing together diverse players like hotels, tour operators, DMOs and destination products. Small businesses, that lack the resources to compete in the industry arena with the big players, thrive in a supportive network of peers. Read on to see how these real-life examples of collaborations transform travel and unlock new opportunities for everyone involved.

Ohio Travel Association

The Ohio Travel Association, led by Melinda Huntley, plays a significant role in bringing together various members of the travel and tourism industry within Ohio, including museums, attractions, visitor bureaus, retail shops, hotels, and restaurants. By focusing on collaboration, the association aims to boost growth and opportunities for all its members. This approach helps businesses expand their collective reach and influence in the travel market, rather than competing against each other for out-of-state visitors.

The Ohio Travel Association spearheads the Heartland Travel Showcase, which is a larger collaboration between 14 states. This event is designed to help members buy and sell group tours in the Heartland of the United States. Attendees of this showcase connect with new partners and customers, increasing their visibility and potential for growth in the industry.

Keep listening: Episode 268 of Destination on the Left with Melinda Huntley of the Ohio Travel Association.

Global Hotel Alliance

Global Hotel Alliance (GHA) is a group that brings together unique hotel brands from all over the world. Their goal is to let these independent hotels work together while still keeping what makes them special. By joining forces, these hotels can better compete in the global market without losing their individual charm.

One of the key features of GHA is the GHA Discovery loyalty program. This program is all about making guests feel valued and encouraging them to return. It offers special rewards and benefits that guests can enjoy at any hotel in the group. Whether it’s a personalized experience or an exclusive offer, the program helps hotels keep guests coming back and happy.

GHA focuses on sharing knowledge and resources, helping hotels learn from each other’s successes and challenges. Member hotels get access to a wide network for sales, marketing, and tech support, which can really cut costs and boost profits. By working together, these hotels can enhance their offerings, keep guests happy, and stand out in the competitive hospitality market.

Keep listening: Episode 398 of Destination on the Left with Kristi Gole of the Global Hotel Alliance

Curator Hotels & Resorts Collection

Curator Hotels and Resorts Collection started in November 2020 to help independent hotels by using teamwork and shared success. Launched during the pandemic, Curator aimed to bring hotels together to gain an edge in the market. Led by Jennifer Barnwell, the group helps small, unique hotels stay true to their style while benefiting from shared resources.

Curator’s collaborative membership program is designed to help their members thrive. By working together, independent hotels can tap into top-notch vendors and services at special rates they couldn’t secure alone. Curator offers a range of services, from purchasing to technology and guest services, allowing members to pick what suits them best. They also boost visibility through joint marketing efforts, ensuring more guests choose to book directly with their members.

Curator’s programs help member hotels succeed without giving up what makes them special. Without strict rules, hotels keep their unique touch while gaining the benefits of being part of Curator’s network. This approach not only saves money but also builds a community of independent hotels working together. With Curator, these hotels can draw in more guests and do better overall in the hospitality world.

Keep listening: Episode 350 of Destination on the Left with Jennifer Barnwell of Curator.

Travel Alliance Partnership

Not only do we advocate for co-opetition in the industry, TAP’s own membership programs are built upon this principle. Every TAP member plays a crucial role in our tour and travel ecosystem, from small destinations and local attractions to regional and international tour operators. Our members benefit from strong relationships and peer connections, with collaboration at the core of mutual success.

Tour Operator Membership

TAP began in 2001 as an alliance of tour operators coming together to fill each other’s tours, and this spirit of collaborative growth remains central. Being a TAP Tour Operator allows members to reduce operating costs, enhance their visibility within the industry, and gain new perspectives. Hear directly from TAP Tour Operators in the Power of Partnership video:

Guild Membership

For Destination Marketing Organizations (DMOs) and destination products, becoming a TAP Guild member facilitates strong relationships with TAP Tour Operators through quarterly meetings and cooperative marketing efforts. Guild members enjoy special invitations, priority status, and receive reports on their return on investment (ROI). Hear from Guild members on the value of membership:

PPTP Community

Preferred Professional Travel Providers (PPTPs) are suppliers, such as DMOs and destination products, participating in the TAP community. PPTPs attend TAP Dance, where they join regional pods for focused sessions with TAP Tour Operators. While paid membership is not necessary to participate as a PPTP, Guild membership offers increased benefits and greater exposure at TAP Dance.

Stronger Together

Co-opetition is a game-changer in the travel and tourism industry, helping businesses grow and innovate by working together. Collaborative membership programs of all kinds make this possible, allowing different businesses to achieve common goals instead of just competing. By embracing co-opetition, your business or organization can find new opportunities, strengthen market presence, and help build a thriving, connected industry.

If you are looking for a collaborative membership program to take your tourism business or organization to the next level, please reach out to us. There are many collaborative organizations in our network, beyond the ones listed here, and we would love to assist you in finding the right one.

The post The Power of Co-opetition: Collaborative Membership Programs in Travel appeared first on Travel Alliance Partnership.

The Shift Toward Personalization and Niche Expertise

Travelers are looking for personalization and niche experiences. Success for travel advisors hinges on a deep understanding of the audience and the ability to offer tailored experiences.

Meredith Calloway, Co-Founder of Gifted Travel Network, emphasizes finding one’s “brilliance.” She suggests defining a personal brand that aligns with natural strengths and the unique value provided to clients. Whether focusing on family travel, adventure trips, or luxury experiences, serving a specific niche helps connect with a targeted audience and deliver more impactful services.

Mary Charlson, president of Five Minute Marketing, highlights the need to concentrate on a few core marketing channels that work together to guide clients through the decision-making process. Advisors who target specific audiences with tailored content create deeper connections, leading to stronger client loyalty and higher-quality leads.

The Power of Community: Relationship Building for a Loyal Client Base

In an era where travelers can book trips with just a few clicks, personal relationships offer a competitive edge. Building trust and providing personalized advice set travel advisors apart from the faceless, transactional nature of online travel agencies (OTAs).

James Ferrara, founder of InteleTravel, explains that the cornerstone of their success is the relationship-driven sales model. InteleTravel teaches advisors to leverage trust-based relationships rather than rely solely on traditional advertising. In uncertain economic times, consumers are more likely to turn to trusted advisors, rather than make travel decisions through impersonal websites.

The rise of travel advisors as independent freelancers, many of whom operate from home, has transformed the industry. Today’s advisors aren’t just booking trips; they offer curated travel experiences supported by deep knowledge and personal connections. This focus on relationships enables advisors to differentiate themselves from OTAs and cultivate long-lasting client loyalty.

Navigating Challenges with Creativity and Community

Travel advisors who adapted during the pandemic are now reaping the rewards of their resilience. Many found ways to engage clients during downtime—through content creation, webinars, or virtual travel experiences—building stronger relationships that continue to pay off. Advisors who can think outside the box and find innovative ways to connect with clients will always be in a position to thrive.

Meredith Calloway’s Gifted Travel Network leaned heavily into community building during the pandemic. Her team provided support and education to their advisors, helping them stay engaged with clients through virtual events, travel-themed Zoom calls, and even wine tastings. These efforts not only kept advisors connected with clients but also fostered a sense of solidarity, leading to exponential growth as travel bounced back.

Technological Integration for the Travel Advisor

While personal relationships and expertise remain at the core of advisory services, technology enhances efficiency, responsiveness, and innovation.

The Rise of the Younger, Tech-Savvy Travel Advisor

While Baby Boomers have long been the dominant force in the travel industry, a shift is occurring. Younger generations are stepping up, and these tech-savvy, entrepreneurial individuals embrace the flexibility and independence of being a travel advisor, reshaping the industry in the process.

James Ferrara notes that the average age of InteleTravel’s advisors is now around 40, with a growing hotspot of advisors in their mid-20s to early 30s. These younger advisors are digital natives who understand how to leverage social media, technology, and artificial intelligence (AI) to attract clients and streamline services. They’re highly entrepreneurial, driven by a desire for flexibility and the freedom to run their own businesses.

This new generation is reshaping how travel is sold and experienced. They’re not just travel advisors—they’re influencers, content creators, and trusted guides who curate personalized travel experiences with an understanding of what younger travelers want: authenticity, adventure, and connection.

Dipping your toes in AI? Join our workshop live on October 10 or watch the recording.

Leveraging Technology to Enhance Client Experiences

From using social media to staying connected with clients to using AI to streamline operations, technology empowers advisors to work smarter. Travel advisors who adopt these tools are better equipped to offer more personalized service and stay competitive in a digital-first world. James Ferrara shares that InteleTravel’s advisors benefit from sophisticated technology, allowing them to offer seamless services that rival even the largest agencies.

For travel advisors, technology is no longer just a back-end tool. It’s a front-facing advantage that allows for real-time solutions, anticipation of client needs, and the delivery of unforgettable experiences. Whether they’re using AI to help craft personalized itineraries or leveraging online communities for lead generation, tech-savvy advisors are leading the industry forward.

Thriving in an Evolving Industry

The industry is poised for growth as it adapts to new trends and continues delivering exceptional value to travelers worldwide. Embracing these changes ensures that travel advisors remain a vital and dynamic part of the travel ecosystem, ready to meet the demands of an ever-changing world. By focusing on personalized services, leveraging technology, and fostering community, today’s travel advisors are not only surviving but thriving.

The post How Travel Advisors Thrive in a Changing Industry appeared first on Travel Alliance Partnership.

How we use AI

AI is a tool. It’s a powerful tool, no doubt, but this is not Terminator. ChatGPT and tools like it are simply that – tools. It cannot replace our unique human creativity and critical thinking skills. AI can be used to supplement creativity, find efficiencies and assist productivity. We always thoroughly review and edit anything produced with AI assistance.

Anything done with AI still needs a human touch – or even a heavy hand – in editing. AI can even help to edit itself, as long as a human eye has the last look. My favorite way to talk about AI is as “our digital intern.” Not an intern specializing in tech, but rather a technology tool that acts as an intern. Just as you would check anyone else’s work for accuracy, typos, style and brand voice, the same goes for your AI “assistants.”

Drafts

AI can be a tool for writing first drafts of some content. One of our favorite AI tools for marketers called Jasper, is known for its writing skills. Tell the tool your main points and other supporting information like style and tone, and it will spit out a first draft. An important point to note about AI first drafts is that they are known for being over-the-top with adjectives, overly formal or flowery.

Top tips for using AI on any draft:

• Be as specific as possible in your prompts.
• Starting small, ask it for one piece of content at a time, not a week’s worth of social posts.
• Ask for three versions and you can piece together the best parts.

Editing with AI

What AI is even better at helping with is editing content that you (or another human) already wrote. Refining and rephrasing content is the strong suit. The above tips still work in this case, and I also like to be specific in what I’m asking the AI to do when it edits.

Using AI to edit – no matter who drafted the content – is a chat-worthy process. Give your AI tool direct feedback like “that’s too salesy” or “use fewer adjectives” or “I want the tone to be friendly, not sappy.” The tool will give you a revised version. I also sometimes ask it to review or refine a version I wrote based on all of the back-and-forth.

Naming

AI comes up with fun, clever names and snappy headlines and email subject lines in seconds. So often, we spend time coming up with the “just right” name for an event or themed itinerary when we could be planning the event or mapping out the itinerary (not pieces I would totally trust AI with just yet). AI is great at these – try it out and see what you get!

Summarizing

Another fantastic use for AI tools is creating summaries. Feed in your meeting notes, research notes or long-form feedback from your audience and ask AI for a summary. It can also pull out some themes to organize your thoughts or a report.

How we don’t use AI

We never use AI to create a final version of anything without human intervention. Even those snappy headlines in the example above will need tweaking. This is where the conversation with AI comes in, giving it feedback to come up with better and better versions until you find one you like. Sometimes, it’s straight editing. One other tactic for editing AI content is to have AI draft a few versions, then weave your favorite parts together into a human-touched final version.

Privacy

Unless you have the paid version of ChatGPT and have enabled privacy settings, the recommendations we’re hearing now is to never enter proprietary information into an AI tool. So that means no client, sensitive or proprietary data goes in to AI as a chat prompt or file upload. Open-source Large Language Models are designed to learn from all the data entered, so it’s best not to feed in anything that isn’t already accessible publicly.

AI and Visuals

AI-generated imagery and other creative works – authors are very wary of AI usage – are shrouded in some controversy. When it comes to visuals and art, the concern is over how the AI tools learned to create art and copyright concerns for artists whose works were learned from. Many marketers are using AI art, images and graphics now with the understanding that just like copy drafts, the art drafted by AI needs edits. Some digital artists are embracing AI as a tool, and are creating very cool works using its power, and their own personal creativity.

There are so many AI tools for generating visuals, editing images, cutting together videos and other graphics. Dall E is the open source version put out by OpenAI, creators of ChatGPT. Adobe’s Firefly tool is another popular one for those using the Creative Suite. We have dabbled in AI-generated images and use them for creative ideas in proposals, social media graphics and ads.

AI Tools for Tourism Marketing Innovation & Creativity

Our favorite tools for content are Jasper and ChatGPT, and those are a great place to start as you are experimenting in using AI for tourism marketing purposes. They write well and take direction on the project, just as if you were delegating it to someone. You just get the result in seconds instead of hours or days! There are so many resources available right now on creative ways to use AI

There are so many tools to try out, and so many different uses. From Seamless.AI and Apollo.io for sales prospecting, to PressPal by MuckRack for PR and Yoodli speech coach. Scribe AI can write down your processes (like how you use collaboration in your organization…) and all the big names in tech are developing their own. You may have already seen that Google, Zoom and Microsoft have AI tools now available. There are even websites dedicated to finding the right AI tool, although I’m partial to just asking ChatGPT for what it suggests.

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My answer: yes and no!

Group travel in its most traditional sense – loading 50 seniors on a bus and carting them around for several days on a sightseeing tour with stops for dining and maybe a show – is slowly going away. It is being replaced by smaller, more active groups with varied interests seeking flexible travel options.

Through my discussions with our TAP Tour Operator Partners in recent years, recognizable trends continue to emerge. Let’s take a look at the key themes in the evolution of group travel.

The New Dynamics of Group Travel

It used to be that if your business or attraction could not accommodate at least 50 people all at the same time, you were not a fit for the group travel industry. That old way of doing business is a thing of the past. In the post-pandemic world of group travel, the way we think about a group has been forever changed.

Smaller Group Sizes

Travelers prefer smaller groups, and they are willing to pay a higher price for a bus that is half full, allowing for more personal space and an intimate experience. They seek more relaxed and slower-paced itineraries that focus on deeper experiences with fewer destinations per trip.

Implications for businesses & attractions

Think about the varying sizes of groups you want to attract and structure your price discounts accordingly. A smaller group may purchase more of your products because they will have more time to spend in your shop. They are also more likely to tell their friends and promote return visitation when they have a deeper connection.

Businesses and attractions working with smaller groups should consider the needs of the tour operator that is packaging your product. The tour operator is marketing your business for you, and they need to make a margin on the sale. Gone are the days of offering group discounts on groups of 35-50. To truly gain the benefits of this lucrative market, your tour partners require group discounts even if the group size is 12, 20 or 30 people. One way to enhance your offering and charge a little more is to add on unique experiences that a traveler cannot buy directly. This will give the tour operator a competitive edge in marketing your business as part of their package.

Group Demographics

Once thought of as only catering to retired senior citizens, the group tour industry is quickly changing to attract a wider variety of travelers. Programs with more choices and freestyle itineraries attract a younger customer who loves to have someone else do all the trip planning.

A sharp rise in female travelers is driving destinations to rethink their group offerings to appeal to this niche group. This market requires different room configurations – think singles instead of double doubles. They also look for unique experiences that appeal to a broad range of interests from women’s history to adventure to food and culinary.

Another niche market that is picking up steam is the Black traveler who seeks Black culture, history, and experiences.

Reinventing Group Travel Products

The Rise of New Destinations and Attractions

Tour operators are building programs to meet consumers’ demand for off the beaten path and lesser-known destinations. Travelers are still checking off bucket list items, and a visit to a big city is still on the list – however, the experience has evolved beyond the main attractors. Smaller destinations that may not previously have been able to attract travelers away from the better-known destinations are seeing a surge in interest from group tour operators. Itineraries and travel products include more outdoor activities, smaller towns, and out-of-the-ordinary, quirky places.

Implications for destinations big & small

This group travel trend is truly exciting for all destinations large and small. It’s good news for big cities that want to spread the visitor economy around to their little-known neighborhoods. Groups want to go deeper into the culture and people of the area. This is a perfect opportunity to show off unique neighborhoods and the businesses within them.

The rise in popularity of learning experiences provides an opportunity for small destinations to tap their local experts in new ways. From naturalists sharing a favorite hike to craftsmen, crafters and creators showing off their trade, programs that teach or offer hands-on demonstrations are becoming favorite additions to trips.

No matter the size of the destination, storytelling continues to be an important part of the trip. Think beyond the step-on guide or the experience itself. Younger travelers want to know more about the full array of what is happening at the destination. They are seeking interpretation of the natural surroundings and the stories behind them.

New Active Itineraries

As group demographics have expanded to include younger travelers, tour operators are offering more active itineraries – often with more flexibility, enabling a group to arrive in a destination and split up to explore on their own. Outdoor recreation has increased in popularity, leading to more nature focused itineraries, exploring national parks and natural wonders. Small group expeditions are a popular way to experience true adventure with the added benefits of a tour guide, and the convenience of a pre-planned itinerary that you can simply book and go.

Exclusive Experiences

Tour operators are prioritizing experiences that travelers cannot get on their own, to help attract new customers. Themed events and dinners are very popular, and many DMOs and tour operators are working together to add these special touches to their itineraries – and sometimes even surprising their guests with an unexpected “mystery” experience that is kept secret until it happens.

Steve Vance, from the Grand Adirondack hotel in Lake Placid NY, shared with us a great example of a mystery experience:

The Grand Adirondack Hotel in Lake Placid includes a complimentary welcome reception for each motor coach group tour on arrival. This usually includes drink vouchers per person and a cheese cracker board. Where the mystery “wow” factor happens is after welcoming the group: we announce that we are going to play a mini version of the old TV show “What’s My Line” adapted to: “What’s my Olympic Sport” and “will the mystery guest sign in please.” We pre-schedule a former Olympic Champion/Medalist that lives in Lake Placid to be behind the curtain in the room. We then pre-select several volunteers from the group to play the game. We then give clues to the participants about which Olympic Sport the athlete competed in. The first contestant that correctly “buzzes in” with the correct answer wins a prize from the hotel. The Olympic Athlete “appears” and meets the entire group for a quick presentation, meet and greet, autographs and photos with the athlete/Olympic medal.

Rail Travel for Groups

Rail journeys are a growing travel method for both independent and group travelers. Many tour operators are building group itineraries around rail journeys, or incorporating a rail component.

One of the key travel trends driving the resurgence of rail travel is the growing interest in slow travel—a movement focused on immersing oneself in a destination, rather than rushing through it. Travelers are increasingly seeking experiences that allow them to savor the journey itself, and rail travel offers a unique opportunity to witness stunning landscapes, visit off-the-beaten-path communities, and enjoy a more relaxed pace.

Sustainability has also become a major factor, with more people opting for eco-friendly transportation options. Rail travel produces significantly lower emissions compared to air or car travel, making it a top choice for environmentally-conscious travelers.

In addition, the focus on supporting local economies by visiting small towns and rural areas accessible only by train has added to the allure of rail travel, as it connects travelers with authentic, less commercialized experiences.

DMOs are Important Partners

In 2022, tour operators went from zero to one hundred overnight. With many bookings from 2020 being pushed years ahead, they were struggling to keep up with servicing rebooked business and managing new bookings from travelers who had pent-up demand. At the same time, tour operators were struggling with the same staff shortages and taxed resources as many of the businesses in hospitality and leisure. All this while trying to rebuild relationships with suppliers who had experienced their own staff turnover and are on a learning curve.

DMOS who knew the group tour market jumped in to help rebuild group travel in many ways:

• Training new team members at hotels, restaurants, and attractions where tour operators visit, because there was no one there to mentor them
• Educating stakeholders’ new employees who were hired post-pandemic and did not understand the tour and travel market or why it was worth their time.
• Seeking creative alternatives for dining such as privately-catered experiences or boxed meals to take to a park, since there was a shortage of suitable meal stops due to high demand for dining and staff shortages

While many of these challenges have eased off, the need for a strong partnership with local DMOs is still clear as day. Working together to rebuild the group travel industry has shone a light on the mutual benefits of collaboration within the tour and travel eco-system.

Collaboration is the Key

The tour and travel industry has always been a collaborative effort between buyers, suppliers, and DMOs. As the group travel product is evolving and the needs of the group tour are changing, DMOs are helping tour operators develop entire programs. They are curating experiences from food tours to meal and entertainment options. They are leading the way in developing new areas and off the beaten path product such as the Northern Lights of Canada. These are assets that can’t accommodate a full bus, but work for smaller groups. DMOs are going above and beyond, acting as tour planners, being creative and working across city, county and state borders to create new product for tour operators.

Implications for DMOs

Destinations who are committed to the group travel industry will see new opportunities come their way as they double-down on being great partners to tour operators. DMOs who understand the importance of remaining flexible and continuing to change with the industry will be the leaders who help shape the future of group travel while bringing lucrative business to their communities.

At TAP, our community embraces collaboration and win-win relationships. Find out how TAP can help you connect with tour operators and travel buyers.

The post Group Travel Trends: The Evolution of Group Travel appeared first on Travel Alliance Partnership.

A Study in Authenticity: Skagway, Alaska

Standing on a tour in Skagway, our guide asked how many passengers were on our ship. About 4,500 we answered. “That’s 5 times the size of the town,” he told us. Looking around, we were docked next to two other ships, whose overall size added a whopping 15,000 people into the town that day.

We were told that cruise ships are the bread and butter keeping Skagway alive. During the tourism season, May-October, the town is bustling with Main Street shopping, the single brewery is full of eager customers, helicopters are departing every 15 minutes on tours and residents are busy sharing their lives with those who visit.

On a typical winter day in Skagway, the town looks quite different. Shops remain closed, the library becomes the town’s main attraction as the only source of Wi-Fi in the area, and the Rec Center (a grey building at the end of Main Street) is the gym, meeting hall, and only real source of activity in the area. Most residents don’t even let their kids play outside, with the only hospital found nearly 2 hours away and largely inaccessible.

During my day in Skagway, I found myself thinking about what it takes for the town to maintain its authenticity during a season when the daily visitation numbers far exceed its residents. It had me asking, “what is authenticity in tourism?” and “how do we preserve the experience?”

Maintaining Authenticity in Tourism

While tourism is a significant part of Skagway’s economy, the town has managed to retain its historical charm and cultural authenticity, through:

1. Historic Preservation: Skagway played a crucial role during the Klondike Gold Rush, and much of its history is preserved in the Klondike Gold Rush National Historical Park. Visitors can explore restored buildings and learn about the town’s past.

2. Architectural Preservation: The town has made efforts to preserve its historical architecture and cultural heritage, offering a glimpse into life during the gold rush era. There is even an ordinance against altering or expanding many of the Main Street shops in an effort to preserve the look and feel of these original buildings.

3. Local Experiences: Skagway offers authentic experiences such as hiking the Chilkoot Trail, exploring the White Pass & Yukon Route Railroad, and engaging with local artisans and craftspeople. We participated in a tour that took us up to the Musher’s Camp, where we learned about training sled dog teams and the origins of the Iditarod.

4. Community Engagement: The local community is actively involved in tourism, providing guided tours and sharing personal stories that enrich the visitor experience.

5. Natural Beauty: Surrounded by stunning landscapes, Skagway offers opportunities for outdoor activities like hiking, wildlife viewing, and exploring the natural environment, which are integral to the Alaskan experience.

Inauthenticity in Tourism

So, on the flip side, what makes a tourism destination inauthentic? When we start to see a destination prioritize commercial interests over genuine cultural experiences, we see an emergence of:

1. Cultural Commodification: Local traditions and customs are altered or exaggerated to cater to tourists, losing their original meaning and significance.

2. Over-Development: The natural landscape or historical sites are overshadowed by modern infrastructure, diminishing the area’s original charm.

3. Staged Experiences: Events or activities are created solely for tourists, lacking the spontaneity and authenticity of real local life.

4. Loss of Local Identity: The influx of global brands and businesses can overshadow local enterprises, eroding the unique character of the destination. (We saw a little bit of this in Juneau at the port, where a jewelry store seemed to emerge every 10 feet!)

5. Tourist-Centric Modifications: Changes are made to accommodate tourists’ expectations, which might not align with the local culture or environment.

These factors can lead to a superficial experience that doesn’t truly reflect the destination’s heritage or way of life.

The Impacts of Inauthentic Tourism

Inauthentic tourism can have several negative impacts on both the destination and its local community. Local traditions and customs may be altered or lost as they are modified to meet tourist expectations, leading to a dilution of cultural heritage. As destinations cater more to tourists, they may lose their unique cultural identity, becoming indistinguishable from other tourist hotspots. And, in some cases, local residents may be displaced to make way for tourist infrastructure, leading to social and economic disruption.

Tourists may leave with a shallow understanding of the destination, having experienced only a staged version of the local culture. These impacts can undermine the long-term sustainability of tourism in a destination, affecting both the community and the visitor experience.

Supporting Authenticity in Tourism

While we all hope to serve and welcome visitors into our destinations, encouraging the protection of local traditions, crafts and customs should always be considered. Small acts, such as supporting local artisans, hosting cultural festivals, preserving historical sites, focusing on sustainable development, providing guests with education and awareness of the area, and engaging local communities in tourism planning and decision-making can make a huge difference. This ensures that tourism development aligns with the community’s values and needs, and that locals benefit economically.

By implementing these strategies, destinations can create a tourism experience that is both authentic and sustainable, benefiting both visitors and the local community.

The post Travel Reflections: What is “Authenticity” in Tourism? appeared first on Travel Alliance Partnership.

The Power of Out-of-Home Travel Marketing

Out-of-home advertising has evolved significantly in recent years. Traditional methods, such as billboards and transit ads, remain effective but are now complemented by lifestyle and experiential channels. These newer methods allow brands to engage with consumers in their everyday lives.

“It really is thinking about where the consumer is throughout their daily routine, understanding who your audience is and utilizing specific media formats within their everyday life, where it just seems like a very nonchalant way to put your brand in front of them.” – Frederick Strebeck, DOTL Episode 393, Elevating Travel Marketing through Out-of-Home Advertising

Here are some examples of new OOH methods that can integrate your brand into the daily routines of your target audience in creative and non-intrusive ways:

• Digital signage at convenience stores
• Gas pump ads
• Branded coffee sleeves at their local coffee shop

Planning Your Travel Marketing Campaign

Planning and strategy is critical to any successful marketing campaign, including OOH. Strebeck highlights the importance of taking the time to understand the goals and then strategize how to achieve them through the right mix of OOH channels. This process begins with listening carefully to understand the client’s vision and how it can be brought to life.

“When I say we listen to our clients, it is to listen to understand, not listen to simply respond in return. And what we take, learn, and utilize is through our expertise to build something extremely creative for them.” – Frederick Strebeck, DOTL Episode 393, Elevating Travel Marketing through Out-of-Home Advertising

Collaborative Travel Marketing

To stand out in a crowded marketplace, campaigns should be multi-layered and build strategies upon each other. Collaboration is a perfect way for marketing organizations and agencies to combine their expertise. As they work together, they can achieve a level of success that would not be possible on their own.

Case Study: A Creative Collaboration with Visit Seattle

A perfect example of creative OOH advertising in action is the “I Know A Place” campaign for Visit Seattle. EMC Outdoor worked closely with a full-service agency to develop a unique approach that went beyond traditional billboards. Instead of relying solely on signage, they introduced a branded treat truck that brought a taste of Seattle to key feeder cities like Dallas, Minneapolis, and Sacramento.

This mobile campaign featured Seattle Pops, a local ice cream shop. The treat truck was strategically placed at local events and parks, creating a memorable experience for potential tourists. The campaign gained significant attention, even landing a spot on “Good Morning Sacramento,” which showcased the truck in action.

This collaboration exemplifies how coopetition can lead to successful outcomes. By working together with their agency partner, they were able to amplify the message in a more creative and impactful way.

“When we think of coopetition, we could have definitely tried to work with Visit Seattle on our own and show them this idea that we had. But we wanted to work in collaboration with our agency partner, to make sure that it was an amplified piece to the overall campaign that they were running.” – Frederick Strebeck, DOTL Episode 393, Elevating Travel Marketing through Out-of-Home Advertising

The Changing Landscape of OOH Advertising

Adapting OOH to a Hybrid World Post-Pandemic

The COVID-19 pandemic presented unique challenges for the OOH industry, particularly as public spaces saw less foot traffic. However, EMC Outdoor adapted by leveraging digital integration. They shifted focus to areas with increased traffic, such as grocery stores and local walking routes. This approach allowed them to maintain visibility and relevance during a time of uncertainty.

We collaborated with our clients to create messages that resonated with the times, focusing on community support, health, safety. This approach not only kept our clients’ brands visible, but also fostered a sense of connection and solidarity with the public in a time that it was extremely necessary. – Frederick Strebeck, DOTL Episode 393, Elevating Travel Marketing through Out-of-Home Advertising

As we emerge from the pandemic, the hybrid lifestyle—where work and life increasingly blend—has become the norm. OOH advertising has proven to be an essential player in marketing campaigns. It provides a non-intrusive and contextually relevant way to reach audiences both at home and on the go.

Strebeck explains that out-of-home has really taken on the role of supporting other media channels as a secondary amplification that helps get your message across to your audience in a meaningful way.

The Future of OOH: Embracing Artificial Intelligence

Looking ahead, EMC Outdoor is excited about the potential of artificial intelligence (AI) as a game-changer to enhance their business practices. The agency is actively exploring AI tools to speed up the creative process, from ideation to the development of mockups and renderings. By incorporating AI, they aim to stay ahead of the curve and deliver more efficient and effective solutions for their clients.

Make a Lasting Impression with OOH Advertising

Out-of-home advertising continues to be a powerful tool for travel marketing. Tourism brands are looking to connect with their audience in creative and impactful ways. By understanding the different OOH channels, focusing on thorough planning and strategy, and embracing new technologies like AI, brands can elevate their travel marketing campaigns and stand out in a competitive landscape.

As Freddie Striebeck and the team at EMC Outdoor demonstrate, the key to success lies in innovation, collaboration, and a deep understanding of the audience. Whether through traditional billboards, experiential campaigns, or digital integrations, OOH advertising offers endless possibilities for brands to make a lasting impression.

The post Innovative Out-of-Home Strategies for Travel Marketing appeared first on Travel Alliance Partnership.

What: A Luxury-Based Experience

According to the National Travel Association and Virtuoso’s 2024 Luxe Report, the top reasons behind high-end travel include:

• Exploring new, off-the-beaten path destinations
• Rest and relaxation
• Seeking authentic experiences in new destinations
• Rediscovering previously visited destinations
• Personal enrichment

“Travel & hospitality is going beyond the experience economy to the ‘transformation economy,’ where an experience changes us in some way during a particular moment in time. When travel brands can design the experience to be so significant for a particular person and provide the exact experience that they need at a particular moment in time, it becomes easier to deliver a life transforming experience. That aspiration can range anywhere from desiring to be a more creative person to being a better parent, so travel brands have an opportunity to support that evolution.”

The Evolution of Luxury Hospitality Whitepaper VERB, 2017

With this travel trend, it’s all about what the destination can offer to travelers. A smaller, lesser-known destination can be as highly successful as a luxury destination if they offer consumers unique and high-end experiences. There are a few different ways you can emphasize the high-end experiences your destination offers:

• Personalization: nothing says high-end like an experience that has been tailored for you and only you.
• Exclusivity: an exclusive experience can make a consumer feel special which is what justifies the price of luxury. 
• Authenticity: consumers are looking for authenticity from the brand selling their experience.
• Sustainability: the pandemic has inspired travelers to seek destinations that prioritize climate-conscious options in their accommodations and attractions. 

How Consumers are Finding Luxury Travel

In the niche market of luxury travel it’s important to know how consumers are finding this product.

Digital & Social Media. The most common place for consumers to research luxury experiences is through digital and social media. Luxury travelers are highly influenced by authentic brands and experiences they see on social media.

Travel influencers are a great way to pique the interest of consumers. People love consuming content that is extravagant, expensive, and unique.

Word of Mouth. Consumers also love posting that extravagant content. It is important to take into consideration how “Instagram-able” an experience is. A consumer is more willing to book a luxury experience based on how it will make them look on social media.

Find more ways to tap into a niche travel market.

Who are Luxury Travelers?

There are many different types of luxury travelers, so it’s important to first understand how luxury your target audience is. For example, one person could see a private jet as their everyday type of travel, while another could see it as a once-in-a-lifetime experience.

With so many differences, we look to similarities between luxury travelers and who is booking the most luxury travel to define the market.

Middle class. The emerging middle class is a huge market for luxury travel. This group has disposable income and wants to spend it on exclusive experiences.

Older Millennials are the most willing to spend their money on luxury travel.

Personal vs Business. There is a difference between the personal luxury traveler and the business luxury traveler, although this distinction is beginning to overlap.

By better understanding your audience’s spending habits, consuming habits, types of cars they drive and so forth, you can narrow in on how and where they spend their money or how they spend their time. Then, you can advertise on the most relevant websites, pitch stories to specific publications, and target their interests in digital advertising. For example, if they are more likely to own a Porsche, you can target publications that focus on Porsches.

Line up with the customer’s journey.

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