This summary sheet provides managerial information about fans of authentic experiences. It was designed as a practical tool dedicated to Quebec tourism managers.
A growing number of travelers want to discover destinations in an authentic and concrete way. To do this, they are interested in the culture and heritage of the place and go to meet the local population. The current experiential tourism trend, which many players in the tourism industry are capitalizing on to attract millennial travelers, is also affecting customers in other age categories. Among the profiles of the Destination Canada Explorer Quotient is that of fans of authentic experiences, a clientele mostly aged 55 and over. Developed according to their social values, this market segmentation makes it possible to better target these travelers, to know which products interest them and to guide sales and marketing activities more effectively. In addition, current trends in experiential tourism make it possible to identify products that are attractive to these travelers.
Who are they?
What images should you convey on your communication channels?
The main images should be focused on the experience herself. Show visitors having this experience so the customer can imagine themselves in their shoes. Ensure that the people and events you photograph are natural and staged without exaggeration.
Images should tell a story, evoke emotions, and align with the key selling point of your organization or experience. Fans of authentic experiences love photos that demonstrate the tranquility of the place, suggesting that they are not very busy and that they can visit them at their own pace. Small restaurants or local festivals where travelers are mixed with locals arouse their interest.
Don't forget the supporting images, smaller in size, focused on elements that put the experience into context. Put service providers or residents in the spotlight, interacting with travelers. Also, opt for images of natural environments that are not very busy since nature observation activities also attract these travelers.
Ensure that your promotions appeal to the values of your customers
— They have the financial capacity to pay for extras. Do not offer them discounts, but rather a privilege, such as a meeting with a local personality, an apprenticeship workshop, a pass to a historical exhibition, etc.
— These travelers have little interest in “conspicuous consumption”, but appreciate the quality. Offer them high-end promotions (like an upgrade to a superior room).
Three tips for creating an authentic experience
1. Ask yourself the right questions and use appropriate language
Two essential questions will guide you in thinking about creating an experience:
— Who does your customer want to become or what is their transformational need?
— How can my organization help them get there?
Your products, but also your marketing messages should reflect the language associated with experiences: discoveries, emotions, encounters, stories, surprises, sincere intentions (authenticity), memorability, learning, accomplishment, etc.
2. Appeal to residents and present them as experts in local life
Highlight the offer of residents who provide recommendations for visits off the beaten path and who share their personal stories.
Best practice: the Western Swedish Tourism Board has created a platform that brings together the experiences offered by residents: Meet the locals
3. Focus on your culinary offer
The numerous television programs that combine culinary discoveries and travel, such as those of the late chef Anthony Bourdain, influence consumers to have these same experiences while traveling. Give greater visibility to your culinary offer, your agrotourism and gourmet tourism activities.
Good practice: in the United States, night markets have emerged in recent years and have become very popular: Night Market Philadelphia, Atlanta International Night Market, OC Night Market.
Finally, to promote your experiences in foreign markets, submit a request to the Tourism Industry Alliance to integrate the collection of distinctive Canadian experiences from Destination Canada. It's a great way to reach people who love authentic experiences.
For more tips on how to target these travelers:
See also our article The ABC of a seduction operation with residents.
This customer segment, eager for authentic experiences, is a source of opportunities: potential ambassadors, loyal customers, off-season visitors, etc. How to attract them?
Featured photo: Matt Hardy on Pexels.com
Sources: Destination Canada, Tourism Intelligence Network, Skift