Individual Voices in Travel: Moving from Brands to Personal Opinions
There has been a significant change in the travel industry in recent years. Individual voices in travel are becoming more important than ever. This new trend is due to travelers seeking more authentic experiences rather than simply following brand guidelines. According to research conducted by Booking.com, 70% travelers say they want recommendations from real people, not companies.
Why was there a need for individual voices?
There are several key reasons why individual voices in travel are beginning to take center stage in consumer preferences:
- Authenticity: Travelers are looking for unique and personal tips that can help them create unforgettable experiences.
- Reliability: Personal opinions are generally perceived as more credible than advertising materials from large companies.
- Availability: Crowdsourced bloggers and influencers are becoming more accessible thanks to social media platforms like Instagram and TikTok, allowing them to share their adventures directly with audiences.
The Impact of Social Media on Brands
According to research company Nielsen, individual voices in travel have a significant impact on purchasing decisions. More than 80% consumers trust recommendations from friends and others more than advertising materials. This means that brands must adapt to the new reality and find ways to collaborate with leading figures in the industry.
An example is the collaboration between the travel agency Travel Inspiration and several influential bloggers who share their travel experiences and recommendations for interesting places.
How to adapt to a new market?
Brands that want to stay relevant must consider the following aspects:
- Listening to the audience: Responding to customer reviews and engaging with them helps build trust.
- Community Creation: Brands should work to create platforms for discussion and sharing of experiences among customers.
- Creative collaboration: Collaborating with bloggers and influencers can help brands reach new target audiences.
For example, increasing interest in indie tourism requires companies to engage at the level of communicating with influential figures in the field. Individual voices in travel can play a decisive role in this process.
Travel Market and Unique Examples
More recently, research shows that local tourism has increased by 25% in some regions, which is directly related to the rise in popularity of authentic travel. In particular, individual voices in travel focus on local traditions, cuisines and unique experiences, which attracts new customers.
According to Rafat Ali: “The U.S. travel industry is lagging behind others because its leaders are working in the clouds when they need to be on the ground, every day. It’s time to change, and here’s why.” This statement reinforces the importance of being on the front lines and engaging in real travel experiences.
It is becoming critical for brands to pay attention to these changes and take advantage of them. individual voices in travel to promote their services and increase their relevance in the eyes of consumers. Successful examples are already evident, and those who are willing to adapt will have the opportunity to win in a changing market.