by JoAnna Haugen
If tourism was a journalist, it would be fixated on the question of where. When people “count countries,” what matters is where they’ve been. Bucket lists have historically been built around where travellers have yet to visit. And tourism marketing even has a specific name defining the where – the destination.
Today, however, there’s a far more compelling reason to design tourism products and communicate about travel experiences couched in the question why. This isn’t just good practice in an era of more responsible tourism. It is also good business – especially for reaching younger travellers.
According to a recent survey conducted by Thrillist of 2,000 adults between the ages of 18 and 75, 77% of Gen Zers and Millennials say they choose travel experiences based on personal interests and not on destinations. This means they’re more likely to chase their passion, whether that’s a love of food or an insatiable interest in adventure. Moreover, nearly 90% of this audience segment say travel is a financial priority while 63% say they’ll purchase tickets or plan activities for a trip prior to purchasing a plane ticket.
To stay relevant with today’s travellers, connect with them by rethinking your offerings and the way you communicate about them with a focus on the why.
Offer experiences based on a theme, not just on a place.
The “highlights” tour of a destination is not likely to be the sweet spot it once was. Instead hone in on those aspects of a place that make it unique and build offerings around those themes. For example, you might consider building a trip around music in Ireland consisting of live music performances and the opportunity to learn how to play a traditional instrument.
The Pogues, Van Morrison, U2
Or, perhaps you focus on food in Thailand, with time spent at markets, in cooking classes, and learning about the origin of popular dishes before diving in at mealtime.
This kind of framing builds purpose around trips by highlighting a place-specific touchpoint – perfectly suited for travellers with a shared interest.
Integrate purpose into your experiences.
Focusing more on the why of your products and services is also an invitation to slow down. Instead of jumping from site to site, offer more time for your guests to learn about what makes this particular place special.
Think about your own intention in adding certain restaurants, activities, or accommodations into your itinerary: Who are the people behind this place? What is their story? What can you do to connect your guests with your intention – your why – in creating this experience as you have?
For example, instead of simply eating a meal and then getting back on the road for the next stop, is it possible for the chef to stop by the table to explain his connection to this food or the backstory of his restaurant? In other words, what is his why?
Create content that helps people see their interests in your offerings.
Instead of splashing gorgeous photos of destinations without context across social media and throughout marketing materials, think more critically about the reasons travellers might choose to visit a certain place. Sometimes, people may not realise their interests align with what a place has to offer.
Get creative with the way you position your offerings in places. Consider incorporating exercises like quizzes and this-vs.-that social content that encourage people to think a bit more deeply about how they can approach a destination on their next visit.
-ENDS-
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About the Author
JoAnna Haugen is an award winning writer, speaker, consultant, and solutions advocate who has worked in communications-related positions in the travel and tourism industry for 15+ years.
She is also founder of Rooted, a solutions platform at the intersection of sustainable tourism, social impact, and storytelling. Through Rooted, JoAnna helps tourism professionals reimagine travel experiences and support sustainability using strategic storytelling.
An international election observer and curious traveler, JoAnna is always on the hunt for her next great adventure.
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