The revival of the travel advisor
The silver lining of the corona-cloud is not only becoming more visible but it has also enlightened travelers. Although there is no doubt that there will be a surge of ‘just get me out of here, anywhere’ tourism as the post-pandemic pressure valve is opened, many travelers have had time to stop and think. During this time, there has been a massive change in consumer patterns. People have learned to value time, communities and nature again, and they want to carry this over to their travels. Slow, sustainable and service-savvy are the new kids on the block.
Bespoke is back
After a year of having quick and easy access to their chosen products, consumers are now enjoying being catered for. From organic vegetable box deliveries to baked goods for a special birthday, or independent bookstores delivering the New York Times Best Seller on a bike, bespoke is back. And consumers are loving it.
Photo by Danka & Peter
Real people rock
At first, at the height of the pandemic, it was only by talking to experts that travelers could wade through the marsh of misinformation about when to travel, if to travel and where to travel. Talking to a real person felt like a treat again, after months of not being able to get hold of anyone in corporate customer support. Now that the world is opening up again, travelers still value real human input to reassure them about health and safety, insurance issues and, worst case scenario, cancellation options. Personal reassurance goes a long way.
New consumer, new content
In order to make the most of this movement away from mass tourism where one size fits all, travel adviser content needs to connect with these more conscious consumers. With over a decade of creating content and shaping strategies based on sustainability, we have a pretty package of pointers for you. Ones that not only point travelers in your direction through content that creates organic traffic, but also speed up a call to action.
1. Create calm after the storm
Pre-pandemic, travelers were overwhelmed by choice to the point of getting decision fatigue. And they are about to be bombarded once more with ‘bargain this and last minute that’. Your landing pages and brand tone-of-voice need to exude not only expertise but also calm. You need to show that you understand their needs, and that you can help quiet all those voices in the room. Your content needs to say ‘...and breathe. It’s bespoke.’
2. Create a sustainability policy
Terminology can be terrifying, but the chances are that you are already creating tourism that supports the local economy, celebrates cultural heritage and community, embraces equality and nurtures nature. However, it is good to spell out your expertise in sustainability to satisfy consumers, who are becoming rapidly greenwashing savvy, that you are going to guide them in the direction of all things green and good.
“83% of global travelers think sustainable travel is vital, with 61% saying the pandemic has made them want to travel more sustainably in the future.” - Booking.com’s 2021 Sustainable Travel Report
3. Storytelling sells
Following influencers like sheep is so very pre-pandemic. Travelers are becoming more destination-decisive and they want to do their research. However, the reality is that they don’t have time or the expertise to dig deep - but you do. That’s your MO. You have so many stories to tell, and we know how to tell them. Stories of the coolest walking guide in Peru, the most sublime sailing adventure, or the indigenous leaders of Niue who put their tiny Pacific island on the map. These stories make you want to go to a place, because they bring them to life. It may be your best regional chef or a brilliant birding expert, they all have stories to tell. Read more about the importance of storytelling in sustainability.
4. Get back down to earth
A knowledge of nature tourism, biodiversity and the climate crisis is no longer niche. It is very much the norm, and creating content that digs deep into all that wonderful earthiness is something that is not only valuable to travelers, but also to the planet. Talk to your expert providers and let us help you craft their stories into quality content that is prominent on your website and social media. Don’t always reach out to the one prolific pioneer of environmental change in your destination but invest time in seeking out all the changemakers. They all have important stories to tell for your destination. Read more about how to include nature and regenerative practices in your travel content.
5. Indigenous tourism is inclusive tourism
Are you including indigenous communities in your trips and if so, is the content representing people in a fair and visible way? Sustainable and inclusive content should be representative of all communities and, if there are indigenous tourism products that travelers should but don’t yet know about, then it’s time to put them on the map. It’s disappointing for many tourists and the communities themselves that indigenous people and the cultural heritage of a destination are still so underrepresented in many destinations. Let’s create content together to change that. Read more about how indigenous tourism is inclusive tourism.
6. Accessible tourism
Awareness of accessibility in tourism was gradually growing pre-pandemic but the crisis has forced us all to prioritize healthcare in our own and other people’s lives. Now is the time to show that you, as expert advisers, are committed to helping people with physical or cognitive needs in their vacation planning. Hospitality should be non-discriminatory and there are many ways that you can show you care with content. It is also one of the fastest growing sectors in tourism, thanks mainly to our ageing but ever-adventurous population. Read more about how to put accessible tourism at the heart of your travel content.
Get in touch to learn more about how GLP can help travel advisors leverage storytelling to sell your sustainable travel destinations.