Insights from the Travel + Leisure World’s Best Summit 2024
By Trove Marketing and Content Associate, Hallie Milstein
Last week, Trove attended Day 2 of the Travel + Leisure World’s Best Summit. The event celebrated the future of the tourism industry, highlighting the winners of the 2024 Travel + Leisure World’s Best Awards. We had the privilege of listening to insightful talks by panels of tourism and hospitality innovators and congratulating the winners chosen by reader votes. It was a pleasure to meet industry leaders, discuss emerging trends, and explore how digital marketing can help destinations stand out.
Here are some key takeaways from the event:
Wellness Tourism is Expanding into New Markets:
Wellness tourism is growing beyond the traditional hotel spa experience. There's a massive opportunity in this space, from relaxation to goal-oriented health offerings that capture the essence of a destination. Wellness is also becoming important for MICE (Meetings, Incentives, Conferences, and Exhibitions) destinations, appealing to planners for incentive itineraries.
Social Media Makes Travel Inspiration Accessible. Destinations Must Turn Inspiration into Experiences:
For example, Bermuda Tourism uses social media to clear up misconceptions and build familiarity through storytelling. They offer weekly travel tips that highlight the complexities and logistics of visiting Bermuda (which aren’t always pretty), alongside scenic beach photos. Humor and honest reviews also resonate with online users, as authenticity becomes increasingly important. Rather than relying on scripted influencer reviews, destinations should focus on providing excellent experiences that naturally generate positive feedback.
Authenticity is the Ticket to Effective Social Media use for a Destination:
For example, Bermuda Tourism uses social media to clear up misconceptions and build familiarity through storytelling. Every week, they offer tips for traveling to Bermuda that highlight the complexities and logistics of travel, in addition to scenic photos of stunning beaches. Another path to authenticity is through humor. In line with the trend of authenticity, online users are increasingly responding to honest reviews that hold destinations accountable. Rather than contracting influencers to give scripted positive reviews, destinations should prioritize providing excellent experiences with amazing products that will garner authentic rave reviews.
It’s Business as Usual on TikTok:
Despite potential bans, some experts believe TikTok will remain a key platform. If TikTok is retired, YouTube Shorts is a great alternative for formatted content. Moreover, because the luxury travel sector has been slow to adopt TikTok for promotion, experts see a significant opportunity for destinations to gain a competitive edge.
Learn more about what Trove is up to: https://www.trovetourism.com/