Experiential Travel Is The Hottest Trend In Travel Right Now
In fact, in a recent report by Skift, experiential travel is the fastest-growing segment of the travel industry, with the market expected to reach $1.5 Trillion by 2027. If you own a boutique hotel, vacation rental, or are in the travel and tourism industry, this is YOUR TIME to capitalize on this hot trend by differentiating yourself from your competitors and conglomerates.
In this blog, I will show you how you can use digital marketing to reach this large audience and create ways to showcase your own experiences in a way that will have your travel business sold out!
But first, what exactly is experiential travel? Also known as immersion or adventure travel, it is a form of tourism that allows travelers to immerse themselves in the destination, culture, history, and it's unique experiences. Gone are the days of showcasing a pretty beach and expecting people to book. Don't get me wrong, if you have that pretty beach, showcase it, but don't neglect to add in experiences, too. "Travel is no longer just about 'going somewhere,'" said Christie Hudson, a senior public relations manager for Expedia. It's about being able to "wring every bit of richness and meaning out of our experiences."
The Skift report also said, “67 percent of opulent or well-to-do travelers want to spend their money on activities than a nicer hotel. Travelers are going beyond the concept of relaxation, leisure, and traditional sightseeing.”
Taking part in unique experiences on vacation is nothing new. In my nine years as a travel agent, I often encouraged people to book tours or experiences to immerse themselves in their destinations and enhance their trips. It's one thing to visit Yellowstone National Park; It's another thing to see moose drinking out of the river as you float by on a river raft.
How Social Media Exploded Adventure and Experiential Travel Growth
Everyone loves to share their vacation photos on social media, but sharing your photos can significantly influence others to book a similar vacation. In fact, many leaders in the travel industry have credited travel influencers sharing their photos and videos online as a massive factor in the rise of experiential or adventure travel.
When someone shares a phenomenal experience, meal, or destination, people will envision themselves there and, at the very least, add that to their bucket list.
Seeing these unique destinations right at your fingertips has opened travelers' eyes to a new way to travel, unlike cookie-cutter vacations of the past.
Sharing unheard-of destinations, new cultures, foods, and experiences on social media has allowed every traveler to become a storyteller and influencer. As a travel company, using these posts in your marketing can significantly increase your marketing reach. More on that later.
How Can You Capitalize On This Trend To Market Your Travel Business?
Create Unique Experiences For Your Target Audience
Experiential travel is all about providing guests with a memorable and immersive experience. Look around your destination for distinctive features, cultural attractions, or natural wonders surrounding your boutique hotel or vacation rental. Consider developing curated experiences showcasing local culture, cuisine, adventure activities, wellness retreats, or eco-tourism opportunities. Market these experiences as part of your resort's offerings to attract travelers seeking authentic and enriching experiences.
Figure out what is bringing people to your destination. Are you near a popular tourist destination? A National Park? A gorgeous beach?
Do you have a lot of couples coming to your boutique resort? Create a romance package with rose petals lining the bed, a bubble bath for two, followed up with a romantic, private 3-course dinner, complete with champagne.
Fill your vacation rental with brochures for local things to do, favorite restaurants, and city highlights. Even if your guests are passing through, give them an incentive to stay, extend, or rebook with you in the future.
Consider sending a short survey to your booked customers to see what brings them to your destination. Set up an automated, segmented email to reply with curated tours based on their answers.
Encourage your guests to share their photos and experiences on social media and make sure they tag you.
Remember, the little touches that help create a unique experience for your guests.
Showcase Through Visual Storytelling
Storytelling is super popular on social media right now. Consider investing in professional photography and videography to create stunning visuals that showcase your property's amenities and unique experiences. Use these visuals across your website, social media platforms, and online travel portals to entice potential guests and evoke their desire to immerse themselves in your resort's experiences.
Consider the guest's point of view when taking pictures and videos. It makes them envision themselves at your resort or destination easier.
If you don't have the budget to hire a professional, take pictures and videos yourself.
Pro Tip: Make sure your photos and videos are nice and bright so your followers can see everything!
What is storytelling? Think of creating videos and pictures of things that will help tell your story and allow your guests to see themselves there. Think of things like:
- Mornings at the resort
- Pool day experience
- If you have animals at your retreat, share them!
- Meet the team
- Unique experiences available just for your guests
- Local things to do
- Restaurants
- A day at the resort
- Start with waking up to your beautiful view, followed by a delicious breakfast, an activity unique to your property or destination. Maybe a local restaurant for dinner or the local nightlife, and end with falling into bed. Allowing your customers to see what it would be like to stay there is a surefire way to get them to see themselves there and book their trip.
Engage with Influencers and Bloggers
Influencer marketing isn't going anywhere. If you have the funds available, consider collaborating with travel influencers and bloggers who specialize in experiential travel. Invite them to stay at your boutique resort and experience the curated offerings firsthand. Encourage them to share their experiences through blog posts, social media content, and videos, amplifying your resort's reach to their engaged audience. Authentic and positive reviews from trusted influencers can significantly boost your resort's visibility and credibility.
Create Partnerships with Local Businesses
For the ultimate experience, consider partnerships with local businesses, artisans, tour operators, and cultural institutions to enhance your guests' vacation. Collaborate on joint packages, exclusive access to local attractions, or special events.
This expands the range of experiences available to guests and creates opportunities for cross-promotion and referrals, as local businesses can recommend your boutique resort or rental to their customers.
For instance, if you have a boutique resort near Napa Valley, partner with a local winery and a local chef to create a custom culinary and wine-tasting tour only available to your guests. Send out emails to past guests inviting them to be the first to be able to book this exclusive tour. Use videos and images from their tour to promote on your social media pages and website, enticing others to book.
If you can create an exclusive experience for guests - it will become more desirable and sharable on social media.
Don't Forget to Share User Generated Content for Social Proof
Don't forget to share your guests' photos, videos, and reviews on your website, email newsletter, and social media. A report by Nasto found that 79% of people say user-generated content (UGC) impacts their purchasing decision, and consumers found that UGC is 9.8 times more effective than influencer marketing. A Nielsen report found that over 60% of consumers trust user-generated content over content created by brands or influencers.
User-generated content is any form of content, such as images, videos, text, testimonials, and audio, posted by users on online platforms such as social media, discussion forums, and wikis.
Pro Tip: Don't forget to contact the poster for permission to share their content before you share it.
Now is the Time to Take Action
With summer just around the corner, now is the time to take action and expand your marketing reach. If you're ready to tap into the potential of experiential travel and maximize your business's growth, fill out the form below. With my digital marketing and travel expertise, I can develop tailored strategies, create captivating visuals, and harness the power of user-generated content to elevate your marketing efforts.
Let's start delighting travelers, boosting bookings, and reaping the rewards of this thriving trend!
TL;DR
- Experiential Travel, AKA Adventure Travel, AKA Immersion Travel is the hottest trend in the travel industry right now.
- Experiential travel is a form of tourism that allows travelers to immerse themselves in the destination, culture, history, and it's unique experiences.
- Seeing new destinations, experiences, and video tours have led to the explosion of this trend.
- You can create unique and curated experiences for your guests only available at your destination.
- Showcase these experiences using videos and photos to post on your social media pages and website.
- Reach out to influencers and bloggers to work together to create a post with a larger reach.
- Create partnerships with local businesses to create unforgettable experiences.
- Don't forget to share user-generated content that is 9.8 times more effective than influencer marketing.
- If you need marketing help, fill out the contact form below.
