October 26, 2018

What is today’s traveler looking for? It’s a question that businesses in the tourism industry should ask themselves regularly. Like any industry, trends change, and consumer desires are constantly evolving. To succeed, you have to adapt to meet those demands.

Technology and cultural shifts have shaken the tourism industry, and modern travelers expect a whole new level of attraction and entertainment. For them, it’s about “the experience” – and that experience should engage them on multiple levels.

What does engagement look like to the modern traveler?

A traveler’s experience begins the minute they land on your website. The marketing world will tell you that story is everything, which is why you need to start at chapter one on your landing page.

Some of the things you’ll share are visuals of your particular experience, and start to answer questions like:

• What will you feel if you embark on this adventure?
• How has this experience affected others?
• What makes this experience unique?
• Why is this experience better than any other?

The modern traveler wants to get wrapped up in the story – swept away by the possibilities. They also want to get clear and concise details in a swift and transparent way.

What information is crucial?

Have you ever been to a website where you’re searching for contact information? Where you’d rather read the rates then actually have to talk to someone?

The modern traveler doesn’t want to play guessing games. If you have set up your story and enticed your potential customer to look for further information, then you’ll already be a step ahead of the competition. Especially if you provide information in a clear and easy-to-navigate way, and without creating barriers.

If you’re worried your costs will deter, realize visitors to your website are more likely to find irritation over the lack of information. Plus, according to Harvard Business Review, consumers are pretty savvy to what things should cost, and are more worried if a service is undervalued. They even offer advice on how to avoid price fixation.

Other essential information that should be easy to find includes:

• Service hours
• Contact information
• FAQs
• Who you are (your mission, values, etc.)
• What you offer
• How the process works

The heart of the story

Once you’ve landed the customer, you want to continue the engagement. That means providing an experience they want to share with the world. To do that, you have to figure out who your biggest client base is.

How old is your modern traveler? Where do they hang socially (and social media-wise)? What are their pain points? What drives them? What do they hope to accomplish by engaging with you?

Gather the information through questionnaires, feedback, and by actually talking to the people who participate in what your business offers. Then adjust your content and experience to attract and engage. And don’t forget to follow up. Modern travelers are seeking connection. How can you stay connected with them even after the fact? For example, think of things like Instagram photo contests.

Of course, the heart of the story is the experience itself, and this is where you really need to shine. Modern travelers want:

• Connection: With fellow travelers, employees, and their greater sphere online
• To be a part of the experience
• Comfort: Not a corporate setting, but a more community or home-like vibe
• Easy process – make it simple to check in or out, pay, etc.

Stay modern

The modern traveler is going to change a bit each year, which is why you have to be willing to adapt. A successful business continues to look at who the modern traveler is, and continuously works to provide the things they are looking for.