Beyond the Selfie: The Experience Code Transformation

Tourism is undergoing a profound shift—from promoting activities and attractions - to facilitating transformational experiences. Many in the travel industry agree that “experience” is at the heart of why a visitor is motivated to take a trip, but few marketers, if any, have defined what “experience” means from the traveler’s perspective. 

What are they seeking? What makes a trip a meaningful “experience?” 

The Travel Analytics Group (TAG) conducted groundbreaking research among U.S. travelers, “Beyond the Selfie, Experience-Code for Destination Transformation.” The study has identified a multi-layered core of travel experience: emotional resonance, personal discovery, social connection, and moment-to-moment interactions, keys to what a true travel experience means to the visitor, and a blueprint for destinations to connect with their visitors, and gain competitive advantage. The results illuminate a new and deeper understanding of the travel experience, along with strategy implications and applications, which essentially change the destination marketing model. 

Presenters 

The Travel Analytics Group (TAG) is a tourism-focused consulting firm formed and managed by two long-time respected travel industry research and strategy professionals, both with DMO insider experience. We work by “thinking forward,” where data and insight intersect with strategic creativity. We uniquely integrate research precision with effective strategy to help destinations, tourism entities, and others understand and apply visitor motivations and market dynamics for competitive advantage.

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