Arival, an information and insights provider for the in-destination experiences industry, is currently hosting Arival 360 in Berlin, a three-day conference by and for the experiences industry. Discussions and panels on day two included insights into new trends that have been triggered by the pandemic, and how operators can offer sustainable options while still making a profit.
During one session, Douglas Quinby, Arival CEO and co-founder, hosted a panel of experts (pictured, top) who were discussing the latest trends in the sector, in a post-COVID world. As part of this conversation, Viator’s CEO Ben Drew talked about the move to shorter-haul European destinations:
“For us [in Europe] since COVID, the shift towards shorter-haul European destinations is really rising, and that is the most significant thing rather than the trends that sit within it. Within Europe, we’re seeing people travelling in more types of family groups and private tours, so we are focused on elevating the things that these groups of travellers want to do in these popular destinations.
“Also, trends that existed before covid are coming back stronger now, so there are shifts taking place in what travellers are looking for. One of the most prominent trends is the search for more meaning, greater connections and a better understanding of places travellers visit.”
Tourism with a positive impact
Also on day two, Anne de Jong, co-founder of the Good Tourism Institute and Peigi Rodan, sustainability manager at WithLocals, gave their tips on how to make a profit while benefiting local communities in a session entitled: Profit from positive impact: 4 keys to authentic experience design that benefit local communities.
A key takeaway was the importance of getting to know local people, and representing their culture with them, on their terms. Rodan and De Jong’s four top tips were:
Understand the impact: The first step that businesses can take to benefit both their bottom line and the community where they operate is to have knowledge of their existing and future influence. Businesses can make adjustments and concentrate on things that are genuinely important to the local region by being aware of the good and bad effects their operations may have on local communities.
Represent culture on local terms: It’s crucial that tour firms take care not to stereotype or exploit local traditions. Experiences must be co-created with the locals and sensitive to their own terms in order for them to be truly authentic tours that accurately portray local cultures. Locals will support this, tourists will have a better experience, and a stronger and more enduring relationship between tour operators and local communities will be made possible.
Create meaningful connections: Tour operators should facilitate relationships between visitors and hosts since modern travellers are eager to actively engage in local activities and connect with locals. For instance, hosts at Withlocals are always urged to develop a close relationship with each guest and to prioritise personal anecdotes over scripts when illuminating local culture.
Empower rural areas: Tourism is a fantastic tool for local development since it can empower local communities, minimise urban migration, create jobs, and safeguard natural and cultural resources. There is a growing market for authentic experiences in rural tourism, such as visits to regional vineyards or family-run olive oil farms. Tour operators may offer exclusive, responsible, local, authentic travel experiences and direct money towards them by concentrating on these kinds of smaller, rural businesses.
Day one at Arival 360 in Berlin included insights into the rise of AI in the tourism industry.
