Among the many approximate set of indicators used to determine destination competitiveness, local experiences are key points. Elaborate empirical as well as conceptual research points out the relative strengths and weaknesses of different tourism destinations, which can then be used to study the impact of local experiences on the travelers and vice versa.
The discerning travelers of today love exploring unique experiences each destination has to offer and go much beyond staying in the top suite of hotels. Choosing the best dining options and spas has otherwise become passe. No online portal can take you to the hidden nuggets of the destination except the native folks. So, to match up with the millennials’ definition of travel, you need to indulge with the locals which is way beyond any packaged holiday or cookie-cutter options.
Blurring the borders of traditional definition of travel
It’s important for Travel Agents to realize that selling travel is selling happiness. Imbuing travel goals based on interaction with local people makes travel more meaningful. Authenticity, simplicity, and culture are the new watchwords driving the growth of the travel and tourism sector internationally. The evolution of the whole new travel genre is based entirely on indulging in local experiences. It is not about the best luxury experience, but the intrinsic local touch that will add magic to the holiday memory. Remember that the most valued luxury is experience.
Present-day culture travelers have moved beyond the familiar environs and revel in the experience. Clearly, tourists that like to break the mould are more interactive with locals. This paradigm shift has not however, completely caught up with everyone yet. The focus of investments remains on the traditional tourism-related components.
To create a layered travel experience, the hospitality industry is gradually promoting themselves as the portals for the local community. Although that might not be a necessity, local experience will give a competitive advantage.
Blending national culture and heritage into luxury travel tours need careful planning and is bound to enhance tourist’s experience. Getting certified from the government tourism policies which include inter-cultural education policy helps to make the travel agents’ outset impressive.
Counter homogenization of the travel experience is the new clause of the tourism authorities. Embracing local cultural tourism will have an impressive lasting impact on travelers with like-minded outlook. Traditional vertical distribution chains among the travel providers have given way to complex value chains and thus in this increasingly competitive marketplace, providers need to seize every opportunity for competitive advantage. Collaborative advantage through local and government partnership is thus a new norm. Local culture and society have become an essential part of tourism value chain. The integrated inter-relationships between travel and other socio-economic sectors are now conceived as a ‘value network’.
Promoting Local Cuisine
Sustainable tourism, tantamount to responsible tourism, has been a major concern in the travel industry for the past couple of years. Experiencing the local culture largely contours around the traditional gourmet industry. Trying traditional food completes the cultural experience of the place. Talking of the economic aspect, if you are eating at McDonald’s, instead of benefiting the local community, a major chunk of it leaves the local socio-economic circle. The international traveler’s gang consist majorly the western tourists and without much doubt, the need for western food is always higher than the local recipes.
While traveling for a single night stay, people might think its not important enough to connect to the local traditions. However, pennies in the pocket of the local cuisine industry help to uplift the local tourism industry on a larger picture. Walking into a McDonald’s or a KFC might fill your tummy but will neither add to the local tourism sector nor enhance your experience.
Building connections with the local folks is not always the only token you get in return, but you help to build a perception about your nationality. A country’s heritage is strongly rooted within the memories of the local people.
Experiential travel – creating a deeper connection
The demand for ‘experiential travel’ is arguably the most significant as well as systematic trend in tourism. The term typically defines immersive, authentic, local, and more active travel trend. While some travel enthusiasts would like to argue that travel is inherently ‘experiential’, the idea is to make it mainstream.
On a deeper emotional and more personal level, people want to travel better. Growing numbers of travelers shying away from the traditional packaged travel brochure is valid evidence of how local experiences matter for the new age travelers.
Going Social
Relying on technology and global networks of small and individual travel providers, travel brands are offering more connected experiences. Almost infinite online matrix of social media networks keeps us connected no matter where we travel. Ironically, these social networks are gradually isolating people in real life than helping them make closer to human connections. The online sharing portal pair travelers with the local citizen network and offer experience to travel like local.
With packaged tourism losing its appeal among modern day travelers, begs the question of, what exactly is authentic travel? Consumer data might reveal a section of these answers but tracking social media will give an organic result. For travel brands targeting specific niches, evaluating, and adapting to the changing travel behavior is important.
“It is not about the best luxury experience, but the intrinsic local touch that will add magic to the holiday memory.”
Tech tools
Undoubtedly, the most influential and dependable tech tool for millennials is the smartphone. Mobile phone location technology has made connection right. On niche apps, review-stuffed maps by Google etc have made planning for set-piece events easier than ever before. The transparency of peer-to-peer accommodation and transportation services like Airbnb add to the authenticity of the travel experiences and their reviews. The underbelly of a place can only be offered by the natives of the place and thus creates difference in the authenticity of the travel experience.
Large industry players have also chosen to go down to local level. The Instagrammable ideas and images of the less explored destinations is fun. With a series of themed guides and commissioned travel advice by savvy locals has found intense popularity amongst the new age travelers. The aim is for travelers to get a genuine local experience of the destination.
Travel Companies can do well to follow the adage ‘think global, act local!’