The Halal in Travel Global Summit 2023, hosted by CrescentRating, brought together industry experts to delve into the evolving landscape of travel. Among the highlights of the summit was a thought-provoking session on "Destination vs Experience: What's Driving the Next Phase of Travel," where leading figures in the tourism sector shared their insights on the shifting preferences of modern travelers. Dr. Eunice Tan, Senior Lecturer at the Singapore Institute of Management, moderated the discussion, while John Marshall, Chief Stewardship Officer of NYC Borough Pass, and Monica Sanchez, Director of Spain Tourism Board, provided valuable perspectives. In this article, we explore the key takeaways from the session, shedding light on the future of travel.
As the session began, Dr. Tan highlighted the changing preferences of travelers over time. In the past, people often chose their travel destinations based on factors like weather, scenery, and cultural attractions. However, the advent of the internet and the accessibility of information have revolutionized the way people plan their trips. More and more travelers are now focused on the experiences they can have in a destination, seeking activities that align with their interests and passions.
Monica Sanchez shared her insights on how destinations themselves have contributed to this shift. They now need to attract and retain tourists by offering diverse and engaging experiences that go beyond the usual tourist attractions. Spain, for instance, has been actively promoting activity-related products and clusters around specific interests such as gastronomy, ecotourism, and cultural experiences.
The discussion then delved into how destinations can strike a balance between destination-driven and experience-driven travel. John Marshall emphasized the importance of crafting experiences that appeal to different traveler segments. He cited the example of their sightseeing pass, designed to uplift the stories of the people and places in New York City, offering a personalized journey for each traveler.
Dr. Tan further expanded on this point, sharing insights from a study that analyzed traveler behavior. The research used an app-based experiment with a control group, offering personalized feedback on things to do in the Netherlands. The study revealed that personalized recommendations significantly increased traveler engagement and satisfaction.
Sanchez also discussed the significance of sustainability in the context of experience-driven travel. She emphasized the need for destinations to communicate their sustainability efforts to travelers effectively. By educating travelers on sustainable practices, destinations not only contribute positively to the environment but also enhance the overall travel experience for visitors.
The rise of digital platforms and social media has transformed the way destinations market themselves. Both Marshall and Sanchez stressed the importance of leveraging these tools to showcase authentic experiences and engage with potential travelers effectively. By harnessing the power of social media, destinations can create enticing visuals and videos that motivate travelers to explore new places.
Sanchez highlighted Spain's success in using social media to promote gastronomy and local attractions. By sharing content showcasing local restaurants, food, and scenic landscapes, Spain's tourism board successfully influences travelers' decision-making processes. Furthermore, authentic and unscripted storytelling has proven to be a compelling way to connect with audiences, as it adds a personal touch to the travel experience.
As the session drew to a close, it was evident that the future of travel lies in providing immersive and diverse experiences that cater to individual interests. Destinations that successfully balance destination-driven and experience-driven approaches will be more likely to attract and retain visitors. Harnessing the potential of digital platforms, social media, and authentic storytelling will be crucial for destinations looking to capture the attention of modern travelers.
Moreover, sustainability emerges as a fundamental pillar of the travel industry, with destinations increasingly focusing on eco-friendly initiatives and responsible tourism. By educating travelers on sustainable practices and emphasizing the benefits of being environmentally conscious, destinations can enhance both the traveler's experience and their own long-term viability.
The Halal in Travel Global Summit 2023 provided valuable insights for the travel industry to adapt and evolve, recognizing that the next phase of travel will be defined by diverse experiences, authenticity, and sustainability. As travelers continue to seek meaningful connections and transformative experiences, destinations and tourism boards must respond by creating compelling narratives that resonate with their audiences.
In this dynamic landscape, the role of destinations will go beyond being a mere place on a map. They will become immersive, engaging, and responsible storytellers, shaping the future of travel one unforgettable experience at a time.
More information and sessions of Halal In Travel Global Summit 2023 are available through this link!
