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.

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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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Takeaways from the NYSTIA Conference

Last month, I attended the 2024 New York State Tourism Industry Conference in Niagara Falls, NY. A panel discussion with tourism professionals in the outdoor sector demonstrated the force of outdoor tourism:

• Outdoor participants have become more diverse since 2022, with an increase in visitation among Black, Hispanic, and LGBTQIA+ travelers.
• 80% of outdoors activities experienced an increase in participation, from larger categories like camping to smaller categories like skateboarding.
• Outdoor recreation generates $1.1 trillion in economic output, surpassing industries like mining and farming.

An Increase in Technology

As artificial intelligence (AI) continues to expand into every facet of the industry, it’s no surprise that similar technology has made its way into the outdoor sector. Along with AI, augmented reality and virtual reality are becoming more prevalent in outdoor activities. Travelers can use programs to help map out their routes, curate experiences personalized exactly for them, or enhance their outdoor experience overall with relevant information in real-time.

The Impact of Health and Wellness

While it’s widely recognized that spending time outside has an impact on mental wellness, it seems as though travelers are embracing this self-care strategy more than ever. Wellness retreats, camping trips and other group activities offer an outlet for people to disconnect from the outside world and instead tap into their own wellbeing.

Top Outdoor Recreation Locations

Outdoor destinations should prepare to welcome travelers of all types this year. In addition to an expanded, diverse outdoor audience, travelers are opting to travel solo. More than two-thirds of travelers (69 percent) are planning on taking a solo trip in 2024, including 76 percent of Millennials and Gen-Z. Where are these adventurers going?

Truly Hidden Gems

Most travelers are actually looking to venture into unfamiliar places and discover their own hidden gems. US travelers in particular are being drawn to western scenes in outdoorsy destinations with a rustic ranch feel, and 70 percent of millennials and Gen Z’ers report seeking travel experiences to places that their family and friends haven’t heard of.

Nature Tourism

Another trend we’re seeing with tourists is the demand for nature tourism. People are yearning for a trip where they can slow down and connect with nature in ways that they haven’t before. In fact, 42% of travelers are booking activities that focus on bettering their mental and physical health, such as forest bathing. “Microadventures” are also increasingly becoming popular as they allow travelers to connect with nature on smaller, shorter, and cheaper excursions.

Sustainability

Sustainable tourism is critical for maintaining the natural beauty of a destination, minimizing littering and waste, protecting cultural and historical sites, and respecting the local communities. This travel style is no longer a niche or trend – it’s a demand. In fact, over half (53%) of travelers are seeking accommodations that blend comfort with innovative sustainability features.

Destinations also must continue to consider the effects of overtourism when it comes to sustainable tourism. The issue of overtourism arises when there are too many visitors to a particular destination. The constant stream of people at specific locations and monuments inevitably puts pressure on infrastructure and natural resources, leading to the destruction of natural ecosystems, increase in waste, and the departure of local residents. With this in mind, destinations should act as an advocate for their residents, ensuring the health and safety of their green spaces.

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Taking Things Slow

While checking 15 locations off your list over the course of a one week trip might have once been inviting, travelers are increasingly drawn to the idea of staying put. With a constant pressure on productivity in daily life, even the most intrepid of travelers are looking for a more relaxed approach in their vacations. This new travel outlook allows for a more in-depth experience of the places visitors choose to stay in, granting a more well-rounded outlook on a destination and its activities.

A shift towards slower travel means visitors can genuinely enjoy a destination as opposed to just saying they have visited. Before this shift, says Juan Pablo Suarez, travel trade manager for Ottawa Tourism, “People, they really can’t talk, when they get back to their houses and they talk with their families or friends, how they really experienced the place. And not only that, they pass through and they see the building and they took one picture and, and that’s it.” While pictures on a phone might indicate a visit, they do not reflect an experience. More travelers have begun to acknowledge this fact.

Emphasis on appreciating a handful of destinations as opposed to as many as possible allows for businesses to bring in more visitors as they try to truly get to know an area. “For the destinations [it is] awesome because we know that they can stay more time in our cities, more time in our places, and to have more attractions and to have more nights in the cities that we promote,” says Pablo Suarez.

Group Travel

Group travel continues to gain popularity in new and dynamic ways. Gone are the days of massive swathes of people on buses, now being replaced by itineraries which can cater to young adults, families, and solo travelers. 

The new uses for group travel

With so many new demographics interested in engaging with a group travel organization, the reasons behind such curiosity are equally diverse. 

Solo Traveler

For solo travelers, group travel means still having a sense of community. “The solo traveler that wants to travel, they’re getting on these group travel experiences so that they’re not solo,” says Dagney Ashley, director of Tourism for the City of Quincy and Discover Quincy. “People are kind of like getting to their bucket list and saying, ‘I wanna travel and I can’t get people to go with me, so I’m just gonna go on this group travel experience.’” With so many more individuals joining travel groups alone, organizations need to ensure the experience can be just as engaging by yourself as with family or friends. 

Group Travelers

Group travelers also increasingly skew towards younger generations, with more individuals relying on experts to do the planning for them. Among these younger visitors, there is also a strong desire for a more educational approach to travel, learning about the history and culture of a given place. 

“What we love is just seeing younger folks…which is perfect for us because we have so much technology in the museum if you want to engage,” says Gary Hahn, Vice President of Marketing and Communications at the National Comedy Center and the Lucy Desi Museum in Jamestown, New York. “I’m seeing kind of… broader demographics than I was seeing a few years ago.”

Due to pandemic influences, group travel has also created interest in the domestic travel market, with travelers learning more about the country’s different regions and their offerings. Tina Mount Pleasant, director of Travel Trade Sales for Destination Niagara USA, has noticed an uptick in interest on the US side of travel. “We’ve seen with that border being closed, a huge shift in domestic group travel,” says Mount Pleasant. Even with borders back open and world travel once again widely accessible, the desire to explore your own backyard remains.  “[People] are rethinking the way they do their itineraries and are really shifting back to the US side of Niagara Falls…that trend is something we are very excited about.”

Increased Collaboration

Given the changing wills of travelers and their desire to explore one place at a time, collaboration is more important than ever. Through collaborative efforts across businesses, visitors are more likely to choose your destination for more extended periods of travel. Through working with other organizations, companies can also find ways to branch out their markets, appealing to people they had not thought possible. Keith Snodes, Chief Operating Officer of Kaleidoscope Adventures, said of the company’s collaboration with Drum Corps International “It really has brought us new business, but it’s also brought us business that we probably could not have accessed without that partnership.” Snodes says that Kaleidoscope Adventures is increasingly “trying to be where customers are,” and with contacts across companies they are able to more effectively target their audience. 

As travelers wish for more in-depth experiences, the success of one is increasingly tied to the success of all, with the combined appeals of many businesses helping to draw visitors inward. Through collaboration, businesses can not only ensure their own growth, but help to bolster their entire region in the process.  

A Land of New Opportunities

With a wider array of interested parties and a greater desire to work together, the industry is equipping itself successfully for future projects, ready to cater to the needs of any travel that comes their way—regardless of age, budget, or group size.

The post Changing Travel Trends in 2023 appeared first on Travel Alliance Partnership.

The rise of home DNA tests

One of the biggest trends of the 2010s was home DNA tests. As of 2020, Ancestry DNA has 16 million users and 23andMe is not far behind with 10 million users. People all over the world are learning they have ancestors in places they never imagined. Databases like Ancestry DNA can provide users with in-depth information about where their ancestors lived and worked, and what their lives were like.

What does this mean for the tourism industry?

DNA-mapped adventures are becoming increasingly popular as individuals learn more about their family history and want to connect to their roots. A study done by Airbnb found that 50% of Americans have traveled to at least one country of their ancestry. Ancestry DNA even has a specific service called Heritage Travel to plan ancestral home visits where travelers can find the exact plot of land where their family once lived. Users can also book guided tours with professional genealogists to places like Ireland, Scotland, Italy and Germany, or take genealogy cruises to learn more about where they came from through workshops and discussions.

In 2019, Airbnb partnered with 23andMe to give heritage travel recommendations to its customers. When 23andMe users get their DNA results, they also receive suggestions from Airbnb for rentals and experiences in their ancestral locations. Airbnb also has pages on its website dedicated to heritage travel. A 2018 study showed the number of travelers using Airbnb for tracing their roots had increased by 500% since 2014. They then took it one step further to see what people would be willing to give up for a chance to explore their roots. 57% of Americans reported they would be willing to give up alcohol for a year for a free heritage trip.

Countries that are known for their history of immigration are the most popular places for heritage travelers to originate. The United States is the most popular, followed by Canada and Australia. Airbnb has found that travelers ages 60 to 90 are the most likely to take ancestry trips, but these kinds of vacations could trend younger in the future.

Embracing heritage travel

Many companies have begun to capitalize on this trend. The Shelbourne Hotel in Dublin has a dedicated genealogy butler to help guests trying to track down their Irish ancestors. Tour company Classic Journeys matches travelers with specific trips after reviewing their Ancestry DNA or 23andMe results. For those willing to spend some money, luxury travel company The Conte Club designs custom ancestry travel experiences that can last several weeks and cost up to $132,000.

Historical events can lead to a rise in heritage travel as well. 2020 marks the 75th anniversary of the end of World War II, when many Polish citizens fled Eastern Europe. Many people of Polish ancestry will use this as an opportunity to visit the country their ancestors once called home. Poland has built over a dozen brand new hotels to prepare for the rise in heritage travelers looking to explore their roots.

A new era of travel

Tourists today are looking to get more out of their trips than ever before. They want to discover something new about themselves and piece together some of their story. Destinations would be wise to embrace heritage travel when creating their next travel and tourism marketing plan. Travelers are eager to find experiences that will fundamentally change them. This is not a trend that will be going away anytime soon!

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It has been a decade of tourism marketing! The official date of incorporation for Break the Ice Media is October 14, 2009 which makes October officially our “birthday month”. As the marketing and tourism industries have changed, we have evolved right along with them. When we started our company, we were focused on integrating social media, which was basically Facebook at that time, with public relations to help small businesses reach new customers. Small businesses and the communities that they support are at the heart of what our company is built on. We have learned and grown alongside our clients and I wanted to share ten key changes that we believe have made an impact on tourism marketing.

Digital marketing is the new standard in marketing

Ten years ago, tourism brands and businesses in the industry were trying to figure out what to do about Facebook and Twitter. One article in PCWorld, “2009: the year of the Social Network” described it like this:

“It looks like 2009 will be known as the year that social networking went mainstream,” said Dan Olds, an analyst with the Gabriel Consulting Group. “This was the year when Mom, Dad, and even Grandma found Facebook and Twitter, and used them to make the Web a part of their lives — often for the first time.”

Flashforward 10 years and there are countless social networks with more than 4.4 billion users. More people are online than ever before and we have changed the way we search, recommend, shop and buy products, services and travel. Digital is no longer an added tactic in a strategic marketing plan, it is now central.

Greater focus on measurement and attribution

Return on Marketing Investment (ROMI) is not new. The importance of measuring results from a campaign or marketing program has always been on the minds of marketers, business owners and destination marketers. But with the advent of digital marketing and technology, there are more ways than ever to measure a campaign’s success. Tools like Google Analytics, Facebook, email marketing platforms and others offer resources for tracking and understanding campaign effectiveness. New tools and technologies such as Adara’s destination marketing cloud and Arrivalist help marketers understand how marketing campaigns convert target audiences from awareness to action. 

Expanding tourism product

We are seeing more destinations developing tourism product. From explosive growth in the craft beverage industry (think wine, beer, spirts and cider) to new hotel developments, to new tour products, to new ways to experience a destination (think AirB&B), we have been on an upward curve of tourism product development. This development brings new opportunities; new reasons for visitors to come to a destination and greater reach of tourism markets as this development hits second- and third-tier markets.

On the other hand, this growth has also provided some challenges as attractions and tourism businesses have seen declines in visitation because there are more places for people to be. This is especially noticeable in smaller markets where tourism product development may be outpacing visitation growth.

The insider trend

As more product and information becomes available online, visitors have been increasingly turning to the DMO for help and guidance. DMOs have found creative ways to deliver insider information to the public, basically sharing the inside secrets about where the locals go. We have seen this through focused blogs, newsletters, Instagram takeovers, video series and more.

Rise of the Influencer

Visitors and consumers are looking for ways to help them navigate the many choices available to them and Influencers have been able to fill that gap. Influencers come in many forms, from micro to macro, serving niche audiences from families to girlfriends to LGBTQ and covering topics from fashion to consumer goods to travel. With different needs and expectations than traditional media, reaching and working with influencers successfully has become an art in itself. To help our team and our clients approach this market, we wrote an ebook offering every tool in our toolbox.

Less focus on the press release

In 2009, one of the key tools in our PR toolbox was the press release. We used it as our cornerstone piece of content and then re-purposed it into social posts, email marketing and follow-up pitches. That is not the case anymore. One can no longer rely solely on a press release to do the trick. Most PR placements that we receive are accomplished through a strategic PR plan. That includes direct pitching, desk side visits, FAM tours, Influencer visits, media shows, reactive PR to inquiries from resources like HARO and occasionally a press release.

Changing local media landscape

As local newspaper, TV and radio outlets race to adapt to a digital world, we have seen a shift in focus, high turnover in journalists and strengthening of niche publications. National corporations have been buying local media outlets and centralizing reporting. Many times, those reporters are no longer in the local market. If they are, there are fewer of them and they are stretched thin. This has caused us to change our approach to local media, including keeping up with the changes as many news reporters leave. We work to pitch those local niche publications in a similar way that we approach national travel media. We have found success in helping overstretched reporters through release style outreach that they can repurpose into a story with little editing.

Marketing automation

Marketing automation is no longer just a B2B tactic. Today it allows marketers to automate tasks that guide individuals through the visitor journey. Effective digital campaigns use automation to increase conversions through on-going nurturing campaigns that lead a visitor from consideration to the decision to visit. Tools like Salesforce, Hubspot, Infusionsoft, and Sharpspring have made this tool more accessible and easier to learn and use.

Mobile websites are now table stakes

Most visitors’ first impression of a business is its website. More and more often, they are browsing those sites through their mobile devices, which can include phones, tablets and e-readers, rather than a desktop. That means it is no longer acceptable to have a website that does not adapt for mobile viewing. Many website designs are starting with a mobile first approach to ensure clients don’t lose potential business before they’ve even explored the site.

Freestyle trips in the group market

The groups and motorcoach market is stronger than ever. On a recent episode of Destination on the Left, a tour operator told me that these are not the golden years of travel, but the platinum years. Tour operators have been seeing steady growth over the last decade. What has changed is the types of groups that are traveling, their interests and how they want experiences. Group tours are starting to add in more “free time” and more “choice,” allowing individuals the ability to customize portions of their trip such as meals and excursions. This freestyle approach was taken right from the cruise industry where you see more choice for passengers than ever before.

The next 10 years

It has been a fun decade of growth, learning and evolution. We are excited about the next decade of tourism marketing and are already watching some trends that we believe are going to make a huge impact on the future. A few of those include:

• AI
• Data science
• Increased international visitors to U.S. 2^nd and 3^rd tier markets
• The evolving role of the DMO
• Accessible tourism
• Overtourism

But more on those trends later.

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