Experiences that go beyond visiting the main highlights of a tourist destination are increasingly sought after by travelers, and the travel industry has responded positively to meet this growing demand.
Stephan Roemer, Partner and Group CEO of DTH Travel Group, shared: “We have noticed this trend across all age groups and have reacted accordingly.
“Our approach was not just to create a tour off the beaten path, but to create completely new experiences that give travelers true insights. Modern, savvy travelers are tired of standing in line for hours at a UNESCO World Heritage Site because everyone wants the famous camera shot.”
Banyan Group Senior Vice President Philip Lim noted that offering differentiated offerings at each property, such as horse riding at Banyan Tree AlUla and farm visits at Buahan, a Banyan Tree Escape in Bali, appeals to millennial and Gen Z guests.
Incorporating local culture is also essential to enhancing the guest experience while benefiting the local community. Lim commented: “Through our Stay for Good program, guests are immersed in authentic cultural experiences that benefit local communities. These experiences not only enrich their stay, but also foster a deep connection with the destination.”
Carina Chorengel, senior vice president of commercial, Asia Pacific, Hyatt, shared: “Our new global brand platform Be More Here connects with guests by creating transformative journeys where every interaction leaves a lasting impression through unforgettable experiences.
“For example, Park Hyatt Kyoto offers exclusive access to the UNESCO World Heritage Site, Kiyomizu-dera, including a lecture by the temple’s abbot. This can also be woven into the hotel itself, such as the Taoxichuan Hotel in Jingdezhen, where the city’s ceramic heritage is reflected in the hotel’s interior design and guests can discover the rich history through exclusive workshops and art exhibitions.”
Laura Houldsworth, Managing Director of Booking.com Asia Pacific, said promoting lesser-known destinations not only satisfies travelers’ wanderlust, but also draws attention away from heavily touristed areas. Some of these off-the-beaten-path destinations that are growing in popularity, crowned as Booking.com’s trending destinations for 2024, include Jozankei in Japan, Ella in Sri Lanka and Mũi Né in Vietnam.
Houldsworth noted that promoting these destinations has its challenges, including the perception that they may lack the necessary infrastructure and amenities. Raising awareness of the unique attractions and experiences these destinations offer requires targeted marketing efforts and partnerships with local tourism boards.
Booking.com’s research also reveals that Gen Z and millennials are more likely to prioritize sustainability in their travel decisions compared to older generations.
