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The Value of Authenticity in Today's Travel Marketplace
Published On: October 31, 2008
Let’s face it. Most destinations promote the same visitor experience, “Explore (your destination here). Discover world-class shopping, dining, recreation, attractions, events and lodging.” No wonder competition is fierce. While differentiation is king, few have mastered it.
Now, imagine if you promoted the local character and places that give your destination its flavor and color like the local diner, the legendary surf shop, the funky art district, and those quirky home grown events. Promoting these local gems can help differentiate you from the pack of sameness and give you a competitive advantage.
Think about it. You may be losing repeat guests, and even new ones, if you promote the same dull menu. But, advertising another side -- the local culture or authentic side -- can give your marketing more legs and creativity. You can market the polished side to one set of travelers, and the authentic side to another. The positive ramifications within your community could be huge. Local businesses who have felt excluded from tourism efforts will be embraced. As they are brought into the marketing mix, they will have a better understanding of the positive impact of tourism on their daily lives and, in turn, become better proponents of tourism. And we all know that local recommendations and word of mouth are the best tools in your marketing arsenal. City economic developers will also appreciate the increase in tax revenues and focus on local businesses.
With the prevalence of homogenization in our destinations, there are a growing number of travelers who want to experience the authentic side of a destination and make a positive impact on its locals and natural environment. These conscious travelers and the influence of social media are changing travel as we’ve known it. Good or bad, consumers tell us what they like and what they don’t like. Blogs and user generated content are naturally shaping and advancing authenticity in travel. Gone are the days of DMOs telling visitors what they will expect. Today, consumers rate your destination based on real experiences. So why not give them it?
The biggest challenge for DMOs will be the presentation and promotion of their authentic side. Done right, it can be very lucrative on several fronts. It can help attract new and repeat visitors, and help you gain support from local businesses and city economic developers over the long-term.
Now, imagine if you promoted the local character and places that give your destination its flavor and color like the local diner, the legendary surf shop, the funky art district, and those quirky home grown events. Promoting these local gems can help differentiate you from the pack of sameness and give you a competitive advantage.
Think about it. You may be losing repeat guests, and even new ones, if you promote the same dull menu. But, advertising another side -- the local culture or authentic side -- can give your marketing more legs and creativity. You can market the polished side to one set of travelers, and the authentic side to another. The positive ramifications within your community could be huge. Local businesses who have felt excluded from tourism efforts will be embraced. As they are brought into the marketing mix, they will have a better understanding of the positive impact of tourism on their daily lives and, in turn, become better proponents of tourism. And we all know that local recommendations and word of mouth are the best tools in your marketing arsenal. City economic developers will also appreciate the increase in tax revenues and focus on local businesses.
With the prevalence of homogenization in our destinations, there are a growing number of travelers who want to experience the authentic side of a destination and make a positive impact on its locals and natural environment. These conscious travelers and the influence of social media are changing travel as we’ve known it. Good or bad, consumers tell us what they like and what they don’t like. Blogs and user generated content are naturally shaping and advancing authenticity in travel. Gone are the days of DMOs telling visitors what they will expect. Today, consumers rate your destination based on real experiences. So why not give them it?
The biggest challenge for DMOs will be the presentation and promotion of their authentic side. Done right, it can be very lucrative on several fronts. It can help attract new and repeat visitors, and help you gain support from local businesses and city economic developers over the long-term.