((This long post is actually an article that I wrote for a Sri Lankan tourism magazine))
Anyone working in travel and tourism knows that the industry
is in a constant state of change and evolution.
Changing demographics, technology, cultural values, and products all
contribute to a dynamic industry. While
change has been a constant, the rate of change has been accelerating. Most recently, changing consumer values
coupled with the increasing importance of the internet and social media have
contributed to the growing importance of the “experiential” traveler.
There are various definitions of experiential travel, but
this one from the Canadian Tourism Commission provides a good summary of the
concept:
Experiential Travel engages
visitors in a series of memorable activities, revealed over a duration of time,
that are inherently personal, engage the senses and makes connections on an
emotional, physical, spiritual, or intellectual level.” (Canadian Tourism Commission Research Report
2004-7)
.
Changing consumer characteristics and values are two
important foundations for this trend.
Travelers are becoming more sophisticated and, therefore, are seeking
more sophisticated travel experiences.
Higher levels of education have created a group of travelers who are
more confident than ever in seeking out travel experiences that suit their personal
interests. These travelers are
independent and are motivated to enjoy experiences in their travels that they
can share with colleagues, friends and family when they return home.
Contributing to the increasing importance of experiential
behaviours is the simultaneous decrease in the importance of physical luxury
items as badges of wealth and sophistication.
As a New York Times article
observed: conspicuous consumption is a casualty of the recent recession. (NYT, March 10, 2009). Rather than rewarding themselves with luxury
cars, jewelry and furnishings, consumers are becoming more prone to rewarding
themselves with experiences such as
spa treatments, cultural activities, performances, festivals, and gourmet
cuisine.
The trend toward experiential travel is also made possible
by the growing power of the internet and social media. In the past, it was difficult for visitors to
find festivals, cultural attractions, local cuisines or other activities that
could be part of an experiential visit. Back
then, visitors were more likely to “stand back and gaze” rather than
“experience and learn.” Without tools like
the internet, visitors relied upon printed guidebooks and brochures which
simply couldn’t provide the comprehensive or dynamic compendium of activities and
experiences for a place that can now be obtained online. As a result, visitors tended to go to a place
to enjoy a resort or to simply “see the sights” recommended by printed
guidebooks because authentic or intriguing experiences were just too hard to
find.
That all changed with the internet. Now, review sites like TripAdvisor and Yelp
can provide peer reviews for even the most obscure attractions, restaurants and
activities. Moreover, booking sites can
assemble a personalized travel itinerary using “dynamic packaging” so that the
visitor can arrange for a custom tailored travel product. The internet and social media also provide
the means for experiential visitors to share their experiences with friends and
family when they return home – or even during their travels. Social networking sites like FaceBook and
Twitter along with sites like Flickr and YouTube allow travelers to publicly
display their travel badges, confirming their sophistication and worldliness
for all to see.
These emerging experiential travelers are good news for the
visitor industry, although to be successful, the industry must rethink its
conventional views of the travel product.
Experiential travelers provide a range of benefits for
destinations and private sector travel industry organizations:
- Experiences,
especially those closely related to the destination, are hard to copy. The islands of Hawai‘i have four and five star
resorts; however, they tend to have higher prices and its resorts and hotels are
somewhat older than similarly rated accommodations in competitive
destinations. So, why would anyone come
to Hawai‘i when they could have a similar or superior resort experience in a
competitive destination for a lower price?
The answer must lie in the visitor experience in Hawai‘i. The destination promotes its spirit of
“aloha” which, by its definition, is unique to Hawai‘i. Additionally, apart from the resorts, the
destination promotes cultural activities and attractions, a unique regional
cuisine, festivals and other activities that can only be found in Hawai‘i. Unlike “brick and mortar” resort structures,
these experiences cannot be easily copied.
Even when designing resorts, experiences can be built into the
product. Many Las Vegas hotels and resorts,
for example, are built around fantasy themes.
- Experiential
visitors are frequent travelers. In
a U.S. study conducted by the Travel Industry Association of America,
researchers found that experiential visitors took 38.5% more trips annually than
the average person. When researchers
measured the number of annual pleasure trips, experiential travelers took 27.9%
more trips than average.
- Experiential
travelers are higher-than-average spenders when they travel. It is logical that travelers who are visiting
attractions, attending festivals and indulging in spa treatments and regional
cuisine would spend more than average.
This logic is borne out by research (once again in the U.S.) indicating
that, apart from transportation costs to the destination, visitors who are
seeking cultural experiences spend 36.3% more than conventional travelers per
trip.
- Experiential
travelers often stay longer to enjoy the activities and attractions of a
destination. In the U.S. study,
researchers found that “many travelers extend the duration of their trip
specifically to participate in cultural or historic activities and
events.” Specifically, the study found
that 40% of historic/cultural travelers added at least some extra time to their
trip to enjoy these activities.
- Experiential
travelers are seeking authentic attractions, products, and activities that can
provide quality employment for local and indigenous people. Visitors who are attracted to a destination
for its people and culture will seek out those things that are unique and
authentic. Often, locals and indigenous
people are suspicious of the travel industry, believing that it both ignores
and trivializes the culture or, perhaps worse, that revenues are exported to
offshore corporations. Cultural tourism,
on the other hand, supports trained guides, expert craftsmen and artisans,
culinary professionals and others who can deliver quality experiences while
earning good wages.
- Experiential
travel can offset traditional seasonality.
Visitors traveling to a destination for conventional attractions such as
sun, sand and surf will naturally tend to travel when conditions are ideal,
creating a situation with peak seasons when conditions are right and off
seasons (or “shoulder” seasons) when conditions are less than perfect. Visitors traveling to experience cultural
attractions, festivals or other events and activities are less likely to adhere
to these conventional travel patterns.
Festivals, in particular, are one way for destinations to drive
counter-seasonal travel. In Hawai‘i, the
longstanding “Aloha Festivals” are held annually in September and October, a
typically slow travel season for the islands.
Montréal Canada’s website lists sixteen different festivals scheduled
throughout the year, providing visitors with a variety of reasons to travel
there even during the city’s very cold winters.
- Activities
that provide one-of-a-kind experiences provide high levels of value and can
command a premium price. With
increasing consumer sophistication and changing consumer values, experiences
are becoming a driving motivational force.
As one observer put it: Experience
is the new luxury.
To embrace experiential travelers, the industry must rethink
its product, because experiential travel is the opposite of mass tourism. To create a value proposition for
experiential travelers, the industry must design ways for the visitor to
actively engage and participate in the destination on a personal level. Cultural tourism, agri-tourism, eco-tourism,
historical tourism, nature tourism, and many other hyphenated tourism
categories can all fit under the umbrella of experiential tourism – because
they all deliver value to the consumer through the travel experience.
Destinations and tourism companies have begun to shift their
marketing communications and product development to embrace experiential
tourism. For many years Canada promoted
its wild and scenic beauty. More
recently, however, Canada has established a marketing position built around the
idea “Explore Canada.”
Disney, which has long been skilled at manufacturing resorts
and theme parks built on fantasy has taken a different approach in its new
Aulani Resort and Spa in Hawai‘i.
Certainly, the resort continues to feature costumed Disney characters
(albeit decked out in Hawaiian garb); but, the resort has added features that
complement its traditional products with more experiential ones. At the resort, the main building is designed
to mimic a traditional Hawaiian canoe house.
The ‘Ōlelo bar in the hotel has Hawaiian words and definitions mounted
on the walls and the bartenders and waiters speak Hawaiian. At night, guests are invited to sit around a
fire pit while a member of the resort staff tells stories about Hawaiian legends.
While change is a fact of life in the travel industry,
riding the wave of change can improve profitability. The rise of experiential travelers can be a
welcome development for those organizations that understand them and who can
develop products and services that serve their needs, deliver value, and
command a strong and profitable position in a competitive marketplace.
According to an Adobe/Econsultancy Digital Intelligence Briefing released this month (September 2012), 86% of 650 marketing professionals have an active presence on Twitter.
