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.

The post Outdoor Recreation Trends appeared first on Travel Alliance Partnership.

TMAC celebrated its “silver anniversary” or 25^th year in 2019. It was founded by journalists for journalists, connecting Canadian media with destinations across the world. Every year the annual conference is held in a different Canadian city. The event includes a two-part media marketplace, professional development sessions, networking opportunities, and a media member award ceremony on the final evening.

Over the four-day conference, just a few of the key learnings I came away with include:

1. Dig a Little Deeper

One of the sessions I attended was about what editors want freelance writers to know. But the tips shared apply directly to destination PR or tourism marketing as well. When you pitch, you’ve got to dig a little deeper to find the real story. It’s not your latest bakery opening or hotel. It’s the authentic story behind that. The story that is uniquely yours to tell.

Both editors sitting at the table (and many writers in the room as well) shared that they can tell in moment the different between a “cry for attention” pitch (ie. “please, please, cover my destination!”) and a real, genuine story. It takes extra time to dig deeper and find that real angle, but don’t fret. By crafting the right pitch the first time around, you’ll save yourself hours of empty emails and rejection, and instead get to the heart of the real story.

2. “Eco” Doesn’t Always Mean Environmentally-Friendly (and other Buzzwords)

One the writers attending the conference is all-in on “eco” – sustainable, nature-driven, outdoorsy writing that talks about preserving and experiencing the Earth. But as he traveled along his eco-journey, he noticed a common trend, with the phrase “eco-friendly” being used more as a buzzword than an actual practice.

Like a restaurant that runs on solar power but wraps everything in plastic – just because you’ve started down the path of environmental conservation doesn’t mean you can call it eco. Words like “green,” “sustainable,” “renewable” and “all-natural” fall into this category too. While they are trendy and can catch writers’ and visitors’ attention, make sure you have the data to back up the claim. Otherwise you might find yourself in hot water with those who can see right through the spin.

3. Don’t Mess With the “Golden Hour”

As the traditional media and influencer worlds begin to collide, there seemed to be one key takeaway that everyone was in agreement on. Visual content is key – and don’t mess with their Golden Hour.

The Golden Hour is the time in the evening (whenever that may be) that the sun is just beginning to set, the lighting turns soft, and everything is cast in a golden light. This is widely considered the perfect time for pictures – yet destination marketers in charge of FAM trips often schedule dinner within this hour – causing media to lose out on an otherwise perfect shot.

Consider flipping the script for your next media FAM – planning for snacks throughout the day, or a late dinner after the sun has gone down. Instead, focus on showcasing your most “Instagrammable” locations during this peak time. And plan for flexibility – you never quite know when the sun is going to hit that perfect angle.

4. Don’t Take it Personally

Public Relations is a thick-skinned industry, or so I was once told. So why are we taking rejection so personally? A common theme through the conference was around rejection – and how one “no” can often make both media members and marketers hesitant to try again.

Did an editor say no to your pitch? Rethink the angle and try again. Did a writer say no to your destination? Dig into why and consider alternatives. And even after a FAM is in the works – did someone say no to the restaurant you recommended or attraction you wanted to share? A “no” can often mean “not right now” or “not for me” in the media industry. Don’t take it personally and use this as an opportunity to explore a new perspective or angle.

5. Award-Winning Content Does More

After so many great sessions and appointments, the final night of the conference gave our media colleagues the chance to show off and be recognized for the amazing content creators that they are. The TMAC Annual Award Ceremony showcased work in 12 categories, and really allowed writers and destinations alike to shine.

The winners were truly something special – all diving into the destinations they covered in a compelling and interesting way. Round-ups didn’t even near the top. Instead we saw real stories, real people, and authentic experiences (there’s that word again). The titles caught your attention and made you want to learn more. The pictures shared 1,000 stories of their own.

When you consider how you want your destination to be featured – don’t constantly settle for mentions and links. While they have their place in the online world, remember that the best content does more, taking the reader inside your destination and giving back so much more.  

Bonus! Also, part of my TMAC experience – and a major takeaway – was the tasting of my first ever Butter Tart. If you haven’t tried one, I consider you cross the border and get yourself that tasty treat tout de suite (but don’t tell a Canadian, because they will announce it in awe to every person you meet thereafter.)

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