A growing share of travelers want to discover the destinations in an authentic and concrete way. For this, they are interested in the culture and history of the place and go to meet the local population. The current trend in experiential tourism, which many players in the tourism industry capitalize on to attract millennial travelers, also affects customers of other age groups.

Among the profiles of Destination Canada's Explorer Quotient is that of the Authentic Experiencer, which is made up mostly of customers aged 55 and over. Developed according to their social values, this market segmentation makes it possible to better target these travelers, to know which products interest them and to more effectively direct sales and marketing activities. In addition, current trends in experiential tourism help identify attractive products for these travellers.‍

What images to convey on your communication channels?

The main images should be focused on the experience itself. Show visitors going through this experience so that the customer can imagine themselves in their place. Make sure that the people and events photographed are natural and presented without exaggeration.

Images must tell a story, create emotions and align with the key selling point of your organization or experience. The Authentic Experiencer likes photos that demonstrate the tranquility of the place, suggesting that they are uncrowded and that they can visit them at their own pace. Small restaurants or local festivals where travelers are mixed with locals evoke their interest.

Don't forget the smaller supporting images focused on the elements that put the experience in context. Showcase service providers or residents in interaction with travelers. You can also opt for images of a natural environment that is rarely visited since nature observation activities also attract these travelers.

Make sure your promotions appeal to your customers' values

– They have the financial capacity to pay for extras. Do not offer discounts, but rather a privilege, such as a meeting with a local personality, a learning workshop, a pass for a historic exhibition, etc.

– These travelers have little interest in "conspicuous consumption", but appreciate quality. Offer high-end promotions (such as an upgrade to a superior room).

Three tips for creating an authentic experience

1. Ask yourself the right questions and use appropriate language

Two essential questions will guide you in your thinking to create an experience:

– Who does your client want to become or what is their transformational need?

– How can my organization help them get there?    

Your products, but also your marketing messages should reflect the language associated with experiences: discoveries, emotions, meetings, stories, surprises, sincere intentions (authenticity), memorability, learnings, achievements, etc.

2. Call on the residents and showcase them as experts in local life

Highlight the offer of residents who provide recommendations for off the beaten track visits and who share their personal stories.

Good practice: the tourism office in western Sweden has created a platform that brings together the experiences offered by residents: Meet the locals

3. Bet on your culinary offer

The many television shows that combine culinary discoveries and travel, like those of the late chef Anthony Bourdain, influence consumers to live these same experiences while traveling. Give a greater showcase to your culinary offer, your agrotourism and gourmet tourism activities.

Good practice: in the United States, night markets have emerged in the past few years and have become very popular: Night Market Philadelphia, Atlanta International Night Market, OC Night market.

Finally, to promote your experiences in foreign markets, submit a request to the Tourism Industry Alliance to join Destination Canada's collection of Distinctive Canadian Experiences. This is a great way to reach the Authentic Experiencer.

For other tips to target these travelers:

Explorer Quotient Profiles

Explorer Quotient Toolkit

Sources : Destination Canada, Tourism Intelligence Network, Skift