The concept of live tourism, where travelers seek immersive, authentic experiences through local culture, has transformed the hospitality industry.
As guests prioritize engaging with the heart and soul of destinations, hotels have the opportunity to embrace this trend by reimagining their commercial and revenue strategies.
Live tourism prioritizes experiential travel — cooking classes, farm stays, cultural workshops and participatory local events over conventional sightseeing. It emphasizes deeper connections with destinations, offering a significant opportunity for hotels to lead the charge in shaping these experiences while boosting revenue.
Here are four top tips for hotels:
Package and bundle experiences
Collaborate with local artisans and communities to curate experiential packages. For example, a secluded resort in Mexico can offer bundled experiences such as Mexican cooking classes, dance lessons or nature excursions.
Event-centric promotions
Partner with event organizers for popular concerts, festivals or sports events. Hotels can sell bulk tickets for high-demand concerts bundled with stays, transportation and dining, ensuring multi-department revenue boosts.
In-house experiences
Introduce immersive activities on-site, such as local craft workshops, cultural festivals or educational programs. Try farming demonstrations, traditional culinary workshops or heritage reenactments.
Dynamic use of spaces
Repurpose underutilized areas into coworking spaces or event venues. Hotels can also host industry shows, award nights or luxury pop-ups to attract diverse audiences.
Next, try out these seven ideas to optimize revenue.
Create immersive itineraries
Design experiences with layered pricing. Base packages cover essentials such as stays and meals. Premium add-ons offer bespoke experiences such as private lessons, guided local tours or VIP event access.
Utilize dynamic pricing
Adjust room rates and package prices based on demand during peak seasons, local festivals, or large-scale events.
Foster local collaborations
Engage with local businesses to co-create experiences, increasing community involvement and reducing operational costs.
Promote 'bleisure'
Attract remote workers by blending leisure with work, offering coworking spaces, wellness activities and cultural immersion packages.
Maximize food and beverage potential
Host regional food festivals or farm-to-table dining experiences. Include hands-on cooking lessons or wine tastings as part of the stay.
Capitalize on authentic celebrations
Market the hotel as a gateway to celebrating local festivals authentically, complete with curated itineraries and themed décor.
Leverage technology
Implement virtual tours and previews of live tourism offerings to entice travelers before booking. Use AI-driven personalization to recommend experiences based on guest preferences.
A vision for the future
Live tourism is not just a trend; it's a movement reshaping how travelers perceive destinations. For hotels, it represents a golden opportunity to transition from being mere service providers to cultural ambassadors. By integrating local narratives into their offerings, hotels can enhance guest satisfaction, build loyalty and unlock new revenue streams.
The secret to success lies in storytelling — offering experiences that resonate, inspire and leave guests yearning to return. As the demand for live tourism grows, proactive adaptation can position hotels as leaders in this transformative era of travel.
Judith Cartwright is founder and managing director of Black Coral Consulting and a member of the International Society of Hospitality Consultants (ISHC).
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