Glow-Ups, Tour Tourism, and more – what’s hot this year in Affinity Mapping of experiential travel
As we step into a shiny new 2024, the tourism landscape is ever-evolving, presenting new opportunities for regional businesses to attract travellers seeking immersive and inclusive experiences. From the rise of glow-up tourism to the growing popularity of tour tourism and the increasing demand for sustainable & inclusive travel options, there are several trends that regional tourism businesses can leverage to enhance their appeal to future visitors.
The concept of affinity experiences in travel refers to the unique and personalized experiences that cater to the specific interests and preferences of individual travellers or groups. Understanding the type of traveller who enjoys similar experiences is a prime way for regional tourism to optimise their products. I’ve listed a few similar demographics in the below sections, to introduce the idea of affinity experiences.
Affinity Mapping
Affinity mapping, a method used in user experience research, can help identify different travelling styles and activities among travellers, allowing businesses to create targeted experiences.
For example, Gen Z travellers crave authentic and immersive experiences that go beyond traditional tourist attractions.
Luxury travellers are increasingly seeking immersive and unique experiences, deepening their emotional connections and aligning with their specific needs, whether it be pure relaxation, exploration or an original experience they’ve never done – there could be another experience or hospitality business which aligns with that same affinity to connect and promote together.
Adventure travellers who love water sports, may also love regional nature-based experiences such as bouldering. How could a destination package up these experiences to upsell tourism products to that particular personality?
Hot Tip: consider how your business caters to individual preferences and interests. Benefit from curating affinity-based experiences that resonate with specific traveller segments, such as luxury travellers seeking unique and immersive experiences or Gen Z travellers looking for authentic and off-the-beaten-path adventures.
Glow-Up Tourism
If you haven’t had many Gen Z’s around you recently – the term “glow-up” might be a new one to you! Tik Tok & Instagram are full of Glow-Up reels, it’s loosely meaning anything that’s had a bit of a spruce up and is looking a little shinier than normal.
A rising trend in the GenZ’s sentiment is to travel to where regional Glow-Ups have happened, this is where a few retail and hospitality venues have had a makeover, and turned country towns into more ‘hip’ Aussie towns, these destinations start to feature on traveller’s hitlists.
With new hotels, restaurants, bars and tours popping up regionally, travelling to new and different regional towns can easily increase in appeal – with one or two new openings being enough to be put on the Gen Z travel radar. Especially if businesses connect together to form an itinerary ie. clustering together: travel – charge/stop – eat- be entertained – go on an experience – sleep – recharge.
Glow-up tourism can also incorporate immersive and rejuvenating experiences that allow visitors to connect with nature, culture, and themselves – giving themselves a bit of a glow-up. Retreat-style experiences, eco-friendly accommodation, and nature-led activities.
Hot Tip: If you’re social media savvy – post these words, with some shiny aesthetic imagery & itinerary to get there – doing the hard work for them, and you’ll be piquing the interest of the Gen Z’s and their families!
Tour Tourism
Tour tourism, is the tapping into the excitement of concert travel with the trend of visitors using a concert or a festival as an excuse to visit a new destination. By partnering with event organizers and offering specialised packages that combine accommodation, transportation, and experiences along the way, regional businesses can optimise by using the tourism clustering model whilst enhancing the traveller’s overall experience.
For example, in 2024, Taylor Swift (late Feb), Coldplay (Dec) and others will perform record-breaking concerts, resulting in record-breaking pricing of travel as well, including concert-goers roadtripping to these destinations.
Hot Tip: If your destination is on the main travel route to where stadium concerts are often held ie. Intrastate from Brisbane to Sydney, or western regions to Sydney & Melbourne – consider how your destination could attract overnight stays for GenZ & family travel groups roadtripping either side of the concert / festival dates.
Creating Welcoming Environments for LGBTIQA+- Visitors
In 2024, there is a growing emphasis on inclusive travel experiences that cater to the comforts of LGBTIQA+ visitors. Foster a welcoming and respectful environment by implementing gender-inclusive facilities, training staff on LGBTQ+-friendly practices & communications, and promoting diverse representation in marketing materials. By prioritising inclusivity, our regional tourism communities can appeal to a broader range of travellers and contribute to creating a more equitable tourism industry.
Hot Tip: optimise platforms such as Booking.com to include your business as a Travel Proud Partner, by undertaking their inclusive Travel Proud program. Booking.com & similar platforms now have sustainability levels, which are becoming popular for travellers to filter results by … make sure you are making the best use of these free tools provided by platforms such as this, to help you rise up the search results lists.
Promoting Sustainable Travel Options
The increasing popularity of road trips in hybrids and electric vehicles (EVs) reflects a growing interest in sustainable travel. My family and I went on a roadtrip over Xmas, covering 2500km of the eastern coast in a hybrid car. The amount of EVs and hybrid cars looking for somewhere to recharge was impressive, especially at overnight motels & lunch places.
Hot Tip: consider providing EV charging stations (some states eg. QLD & NSW are currently offering grants). Or the offer of a power point near carparking – even for a small fee – EV drivers will appreciate access to a nearby plug to charge their car for a couple of hours or overnight. Quite a few EV drivers I’ve spoken to have gotten into the habit of asking their accommodation or even their lunch stop if they could use their electricity in return for payment. Promote scenic routes, facilities, wholesome food stops, & nature-based tours, on the way to your destination that’s suited for electric and hybrid vehicles, & with sustainably-minded travellers in tow.
By leveraging affinity mapping and understanding the preferences of the different traveller markets above, regional tourism businesses can create tailored experiences that resonate with specific audiences, ultimately enhancing their appeal and attracting travellers seeking personalised and meaningful travel experiences.
What can you do in your destination & business to plan & create memorable experiences, using these hot tips?
Author of Article
Katrina Denoux (M.Sc) feels lucky to be able to combine her two loves, travel & education as an Ambassador for Regional Tourism Australia, and her role as Learning Teaching & Innovation Manager at the International College of Management Sydney, furthering the international & domestic student experience in tourism, hospitality & event degrees & employability in Australia. She specialises in the experience economy, wellness tourism, & sustainability; as an academic professor & speaker on the international insights circuit.
Katrina is also a tourism practitioner & registered health provider with an experiential accommodation business, Villa Tropez, with award-wining heritage, nature-led venues in Europe and Australia, & has been in the wellbeing & sustainability tourism space as a leader for 20 years.