Every few years, a travel trend emerges that provides the hotel industry with new insights into how to offer greater value to guests.
Post-pandemic, we’ve seen the resurgence of “bleisure travel” — now often called “blended” travel — where guests incorporate leisure travel with business travel. Similarly, many destinations have benefited from the “revenge travel” explosion these past 18 months as consumers have acted on their pent-up desire for travel caused by pandemic shutdowns.
Those of us who closely follow consumer trends are now turning our attention to a movement that we first started watching a few years ago but is now gaining new momentum: “slow travel.” Inspired by the slow food movement of the 1980s, where people are focused on being more present in their dining experiences by relishing the flavors and aromas of the food or the environment of the restaurant, slow travel is just that — learning to slow down and appreciate the moment, interact with locals and truly immerse oneself in the culture or find solitude in the destination. Whether returning to places that hold special meaning or simply making more travel-conscience choices, travelers want to get back to meaningful and experiential travel.
As we enter a new year and consider the discord surrounding current geopolitical issues, pending elections and continued economic uncertainty, the notion of slow travel and the respite it provides is exceptionally appealing for consumers of all nationalities. Overlay these factors with ongoing demand from travelers for personalized and customized experiences, and we have a dynamic revenue opportunity for hotels and destinations. Slow travel at its foundation means collecting fewer passport stamps. It also means staying longer in a single destination and experiencing rich, meaningful connections that only those on the ground can create.
Given that the hospitality sector has a plethora of products in a single destination, whether they be branded flags or rentals within the shared economy, it can be hard to piece together data that identifies when or how to invest marketing dollars to drive this type of demand. Therefore, it’s critical to leverage inputs such as economic indicators, gas prices, airline fares, benchmarking data and proxies for interest and visitation to secure an authentic positioning that caters to this trend.
A Virtuoso study showed that guests increased their average length of single hotel stays by 63% in 2022 compared to 2020. While both blended and revenge travel influenced the return to longer stays, that same study showed that nearly half of those travelers also said they plan to visit only one destination on their next trip.
Slow travel is going to have continued influence in the hospitality sector in 2024. Here are five ways you can encourage visitors and guests to experience slow travel at your destination.
1. Offer Guest-Centric Immersive Experiences
Among AMEX 2023 Travel Trends Survey respondents, 85% agree they want to visit a place where they “can truly experience local culture.” Consider local partnerships to offer guided walks, town historians to give “behind the scenes” tours or private tastings with the local brewmaster.
2. Drive Demand With Culinary Tourism
The global culinary tourism market was worth $1.31 billion in 2022 and is anticipated to increase 62% by 2028. With travelers seeking authentic culinary experiences, hospitality businesses must find creative ways to collaborate with local chefs, organize food-centric tours or offer cooking classes in actual kitchen experiences. One sell-out experience is in Florence, Italy, where up to four students can experience a hands-on class with Chef Elena Mattei. That’s certainly worth extending a hotel visit.
3. Up Sustainability Initiatives
With slow travel emphasizing a more sustainable approach to tourism, hotels and resorts that have eco-friendly practices and sustainable practices will win. This doesn’t necessarily require a significant capital investment; simple things such as providing alternative means to transportation, such as bikes or scooters, can enhance an experience.
A great example of responsible tourism can be found on Kangaroo Island in Australia, home to a diverse range of wildlife and a commitment to sustainable tourism practices. Visitors can enjoy eco-friendly accommodations and participate in conservation activities, such as rehabilitating injured animals. This type of curated programming often means higher room revenue, longer stays and additional spend on services and amenities.
4. Diversify Your Portfolio
There will be increased demand for accommodations that offer a true sense of connection to the local culture and environment. This could lead to a rise in boutique hotels, eco-friendly stays and lodges situated in natural settings.
5. Encourage Extended Stays and Remote Work
Knowing the slow travel trend will encourage travelers to opt for longer stays in one location, hotels and resorts can create packages and amenities catering to digital nomads and remote workers. Barbados, for example, rolled out the “Barbados Welcome Stamp,” allowing people to live and work remotely for 12 months without being subject to local income tax regulations.
By helping travelers slow down, the industry has the opportunity to bring destinations and properties to life in new ways, expand the impact of the tourism revenue in the local economy, and benefit from providing more meaningful experiences for guests in 2024 resulting in greater guest loyalty and revenue opportunities.
Mary Winslow, ISHC, is chief marketing officer at Luckie & Co., where she manages a brand team to grow the agency within a wide variety of partners in the consumer-packaged goods, hospitality, retail, and healthcare industries. Earlier in her career, Winslow spent more than 20 years at IHG Hotels & Resorts, repositioning the Hotel Indigo brand and working with IHG Rewards Club.
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