Deep Travel Optimisation
From our conversations with travellers and readers, we know they crave inspiring stories, interesting people, alluring destinations, and meaningful activities in accordance with their personal interests. Deep travellers long for connections, memories that last, and experiences that shape them as persons. They wish to travel deep. Deep Travel Optimisation is our way to help our clients to reach and connect with this sought-after demographic.
Who are deep travellers? Are they part of a common travel segment? Yes, and no. It’s a mistake to lump them together, for example, as sustainable tourism oriented, or luxury minded. People are more complex than that and the key to success lies in connecting through specific verticals, be it food, nature, adventure, or culture. Sustainability is one aspect, exclusive experiences, another. One Planet Journey caters to travellers who look for a balanced approach where personal interests take precedence over any particular issue or pace of exploration. Their intentional approach often leads them to become repeat visitors, to the benefit of destinations.
Why should travel brands target deep travellers?
Attracting this key target audience will be a deciding factor for destinations and businesses wishing to increase revenue per traveller. Deep travellers stay longer, spend more, and are likelier to talk about their experiences with their peers.
With our proprietary strategic framework, Deep Travel Optimisation (DTO), we reach the right traveller, knowing what they desire, and how to communicate it. A successful strategy is based on seven key pillars that explain the deep travel mindset;
Authentic
Encourage exploration of a destination’s genuine culture, traditions, and way of life, enabling travellers to connect with the true essence of the places they visit.
sustainable
Prioritise responsible tourism, which minimises environmental impact, supports local economies, and ensures the long-term preservation of cultural and natural resources.
frictionless
Your passport to smooth and enjoyable exploration. Meticulous preparations, expert guidance, and cutting-edge technology converge, ensuring every step is a delight. No friction means blending convenience, expertise, and innovation for an extraordinary adventure.
exclusive
Go beyond conventional tourism and access exclusive locations or establishments, providing a more intimate connection with the destination. Curated, high-quality experiences provide a sense of indulgence irrespective of it being luxury or budget options.
Intentional
Exploration where duration, pace, and season doesn’t matter. Deep travel is being intentional and goal-oriented at every step to maximise experiences.
Immersive
Take part in cultural activities, engage with communities, and develop a profound connection with the surroundings. Live like a local.
personal
Tailored to individual preferences and interests, deep travel fosters a uniquely individual, meaningful, and transformational experience where personal growth lies at the centre.
Profit Potential of Deep Travel
Destinations and the wider industry need a rethink, to capture the essence of the changing travel expectations. Travellers want more than checking off items on a list, with little time to reflect. Whether it’s sightseeing, transport, accommodation, gastronomy, or outdoor activities, they desire curated experiences, built around individual preferences, delivering breathtaking moments and a deep sense of travel satisfaction. And they don’t mind paying for it.
Consumer Demand – Deep Travel satisfies the growing interest in authentic experiences, creating a market niche that resonates with travellers seeking more than a trip.
Brand Loyalty – Immersion fosters strong emotional connections, transforming onetime customers into loyal advocates who not only return but recommend the brand, boosting customer retention and referrals.
Premium Pricing – Unique, deep-travel experiences provide companies the opportunity to command a premium, as travellers will pay extra for one-of-a-kind, transformative adventures.
Longer stays – with a deeper interest in the destination and the possibilities of lengthy sojourns, accommodation providers and local businesses stand to benefit.
Tapping into Sustainability – Deep Travel aligns with the rising trend of sustainable tourism, attracting eco-conscious consumers. Brands embracing eco-friendly practices gain a competitive edge and appeal to younger generations.
Diversified Revenue Streams – Offering a range of verticals and services allows travel companies to diversify their income. Whether it’s guided cultural tours, workshops, guide books, or unique accommodations, deep-travel offerings draw different market segments.
Positive Word-of-Mouth Marketing – Satisfied travellers equal enthusiastic brand advocates, contributing to a viral buzz. The personal stories and recommendations shared by these outspoken leaders attract new customers.
Capturing Millennial and Generation Z Markets – Younger generations prioritize experiences over possessions. Deep Travel caters to these preferences, ensuring long-term relevance.
Differentiating from Competitors – In a saturated market, deep-travel offerings become a distinctive selling point, setting companies apart in a competitive landscape.Â
Contact us to learn how Deep Travel Optimisation can work wonders for your next promotion campaign, or as part of your overall communication towards travellers.
