Trade responds to travel demands for off-the-beaten-path experiences | TTG Asia

Experiences beyond visiting the main highlights of a tourist destination are increasingly sought after by travellers and the travel trade has responded positively to meet this growing demand.

Stephan Roemer, partner and group CEO of DTH Travel Group, shared: “We have noticed this trend throughout all age groups and have reacted accordingly.

“Our approach has been not only to design a tour off the beaten track but design completely new experiences that give true insights for the travellers. Modern and experienced travellers are sick of queueing for hours at a UNESCO World Heritage Site because everyone wants the famous camera shot.”

Banyan Group’s senior vice president, Philip Lim, highlighted that showcasing distinctive offerings at the property levels, such as horse-riding excursions at Banyan Tree AlUla and farm visits at Buahan, a Banyan Tree Escape in Bali, resonates well with millennial and Gen Z guests.

Incorporating local culture is also central to enhancing the guest experience while benefiting the local community. Lim remarked: “Through our Stay for Good programme, 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 commercial Asia-Pacific for Hyatt, shared: “Our new Be More Here global brand platform connects with guests by crafting 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 from the temple’s Abbot. This can also be woven into the hotel itself, such as Taoxichuan Hotel in Jingdezhen, where the city’s ceramics heritage is reflected in the hotel’s interior design and guests can discover the rich history through exclusive workshops and art exhibitions.”

Booking.com’s managing director Asia Pacific, Laura Houldsworth, commented that promoting lesser-known destinations not only fulfils the wanderlust of travellers but also diverts attention from over-touristy areas. Some of these off-the-beaten-track destinations 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 challenges, including the perception that they may lack the necessary infrastructure and amenities. Raising awareness about 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 Zs and millennials are more likely to prioritise sustainability in their travel decisions compared to the older generation.