Wanderlast is officially back - and oh boy, are brands leveraging it!
If you feel like everyone you know is in Europe right now, you’re not alone.
While the rising cost of living might be impacting our wallets, it’s having no effect on our wanderlust. In fact, after three years of border closures and tight travel restrictions, Aussies are hitting the open roads (and airport bars) en masse..
This “spend less, travel more” mindset has sparked new opportunities to capture traveller demand, and brands are taking note.
From TikTok domination and immersive real-world experiences, to promoting accessibility and capturing loyalty, let’s delve into the creative ways brands and destinations are attracting attention – and potential travellers – in 2023.
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Relatable and humour-driven content
When you think of a brand on TikTok, chances are it’s Ryanair, the British airline company that has dominated the short-form video strategy. Boasting a two million strong following and consistently garnering over 200,000 views per video, Ryanair’s success is attributed to its cleverly crafted, humour-driven content.
Ryanair manages to not only embrace trending audios and cultural references that resonate with the platforms Gen Z and Millennial users, but also defies the idealised travel portratals common on platforms like Instagram. Instead, Ryaniar playfully acknowledges the real-world nuances of travel, including challenges like difficult passengers and flight cancellations, and creatively reinforces its core message of affordable, no-frills travel.
The airline is unapologetically its own personality, and that authentic take it or leave it attitude pays off.
Loyalty programs
Recognising the profound impact of loyalty, forward-thinking brands are extending this concept well beyond the realm of business travellers.
A standout illustration of this evolution comes from Expedia Group, a powerhouse in the global travel-tech landscape, with the recent launch of One Key – a new loyalty program that unifies the company's three flagship travel brands, and marks a first for the short-term rental industry.
Closer to home, our two major airlines have a series of partnerships with grocery stores, petrol stations, banks and online retailers all designed to increase customer loyalty through frequent flyer points.
Unique travel experiences
Unconventional and exceptional experiences have taken centre stage this year, and the influence of distinctive stays is undeniable.
Take, for instance, the iconic Barbie Malibu Dream House – an all-pink oceanfront mansion turned a plastic paradise into reality and allowed fans to truly immerse themselves into the Barbie world.
But the extraordinary trend doesn't stop there. From a converted Spice Bus from the 1997 Spice World movie, a literal guitar-shaped house in Korea, and a renovated motel in Cincinnati themed around iconic TV shows like Schitt's Creek and Friends, travellers are actively seeking out memorable and one-of-a-kid stays.
Focus on accessibility
Over one billion people around the world experience some form of serious health condition or impairment. When it comes to travel, that group is no different than the rest of the population: they want to get out and go. But far too often hotels, airports and destinations come up short in being able to adequately accommodate their needs. That’s where accessible tourism comes in.
The travel industry is taking steps – some small and some bold – to make itself more inclusive to people with mobility, hearing and vision limitations, long-term health conditions and other disabilities, and ensure they too can be part of every enriching tourism experience.
And in some ways, Australia is leading the way in this. Earlier this year the Queensland Government designated 2023 as the Year of Accessible Tourism, and allocated $12 million in funding to help change the perception of what it means to be an accessible tourism business.
Into the Metaverse
The fusion of travel and technology is taking us into uncharted territories. Gamers have populated interactive digital worlds for years, and now travel is embracing the metaverse.
While travellers can already navigate 3D simulations of hotel rooms and cruise ship cabins before confirming reservations, a growing number of virtual reality (VR) experiences is taking actual travel experiences to the next level.
Physical destinations are beginning to blur with fantastical virtual worlds. A great example of this is Eternal Notre-Dame, which takes visitors to Paris’s second-most-recognisable sight, showing it in various stages of construction and opening up areas not usually seen by the public.
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So, what can we learn from the creative ways brands and destinations are attracting attention? It’s pretty simple: if you want to capture the hearts and itchy feet of travellers, now is the time to act.
Building genuine connections through relatable content, redefining loyalty programs to cater to a broader audience, and curating unforgettable experiences are more than strategies – they're essentials.
By recognising the diverse needs and desires of travellers and meeting them with creativity and innovation, brands have the power to not only capture traveller attention but to foster long-lasting relationships.
The journey into the new era of travel has begun, and those who seize the moment will leave a mark on the way we explore, experience, and engage with the world.
Written by Samantha Borland-Smith