Travelers are increasingly looking for experiences beyond visiting a destination’s main attractions, and the travel industry is actively responding to this growing demand.
Stephan Romer, Partner and Group CEO at DTH Travel Group, said: “We have noticed this trend across all age groups and have responded accordingly.
“Our approach is not just to design tours to off the beaten path places, but to design entirely new experiences that give travellers real insight. Today’s experienced traveller is tired of queuing for hours at UNESCO World Heritage sites because everyone wants that famous camera shot.”
Banyan Group Senior Vice President Philip Lim highlighted that showcasing unique property-level offerings such as horseback riding tours at Banyan Tree AlUla, Banyan Tree Escape in Bali and farm visits at Buahan have been well received by millennial and Gen Z guests.
Embracing local culture is also important to benefit the local community while enhancing the guest experience. Mr Lim says: “Through our Stay for Good programme, guests can immerse themselves in authentic cultural experiences that benefit the local community. These experiences not only enrich their stay, but also foster a deeper connection with the destination.”
Karina Chorengel, senior vice president, commercial, Asia Pacific, Hyatt said, “Our new global brand platform, ‘Be More Here’, connects with our guests by crafting transformative journeys where every interaction leaves a lasting impression through unforgettable experiences.
“For example, Park Hyatt Kyoto offers special access to the UNESCO World Heritage Site Kiyomizu-dera Temple, along with a lecture by the temple’s head priest. The perk can also be built into the hotel itself, such as at the Taoxichuan Hotel in Jingdezhen, where the city’s ceramic tradition is reflected in the hotel’s interior design and guests can discover its rich history through special workshops and art exhibitions.”
Laura Holdsworth, Managing Director Asia Pacific at Booking.com, commented that promoting lesser known destinations not only satisfies travellers’ wanderlust but also serves to divert attention from over-touristed areas. Some of the increasingly popular off-the-beaten-path destinations selected by Booking.com as trending destinations for 2024 include Jozankei in Japan, Ella in Sri Lanka and Mui Ne in Vietnam.
Holdsworth noted that there are challenges to promoting these destinations, including a perception that they lack the necessary infrastructure and amenities, and that targeted marketing efforts and partnerships with local tourism boards are needed to raise awareness of the unique attractions and experiences these destinations offer.
Booking.com’s research also revealed that Gen Z and millennials are more likely than older generations to prioritize sustainability in their travel decisions.
