It has never been easier for travellers to choose their holiday destination. Competition amongst destinations is fierce and in to this mix are the changing tastes of visitors.
The “Instagram generation” is seeking a visitor experience that is both immersive and unique – and in particular, one that can be captured and broadcast to the delight (and envy!) of their social media followers.
However, in amongst all of this, one word is key – authenticity.
Consumers are searching for authentic experiences and the ability to immerse themselves in the local culture. They are looking to combine the traditional tourism experience with something special.
VisitScotland’s Insight team has highlighted this trend for several years. But what is meant by true authenticity, which is a fluid concept and subject to individual interpretation?
To one person it is the rural landscape, traditional music and heritage; to others it is contemporary urban culture and multi-ethnicity which defines modern living.
For Scotland it could be the well-known icons such as castles, lochs and Highland vistas or the contemporary shopping experience of Glasgow, Edinburgh’s international festivals and windsurfing off Tiree.
We need to consider that authentic experiences are being developed within the minds of visitors before they arrive at a destination. In particular, there is a real desire for honest authenticity – whether it be discovering traditions or interacting with locals.
Food and drink, particularly access to local produce, is an important element of the visitor experience, especially in conveying this sense of authenticity.
At the heart of it all, however, is the connection with real people – and to this end, the industry is already adapting.
Airbnb debuted its Experiences range in 2016, whereby hosts can share their passions and interests with visitors from around the world.
This year the company brought this new addition to Scotland with Edinburgh – the first UK destination outside of London – hosting experiences, which range from kayaking with Scottish wildlife to making shortbread with a professional baker and learning to cook with a top food blogger.
Last year VisitScotland embarked on its own ambitious project to convey that authenticity.
Scotland: Life brings together social media influencers with real Scottish people.
Social media influencers have been getting a true insight into what it is really like to live, work, study and play in Scotland through the eyes of the people that have made the country their home – from a scallop diver in Mull to parkour athletes in Edinburgh, Harry Potter fans to an Outlander herbalist.
It comes as research shows the strength of social media influencers and their power to drive conversations and engagement, with many millennials trusting influencers nearly as much as they trust their friends and family.
This approach has proved popular, with 27 pioneering videos, co-produced with US and UK social media influencers, having been watched 13 million times on YouTube and Facebook.
Tourism businesses need to be aware of customer perspectives and keep offering something unique and genuine.
