Is aiming for smart tourism enough? The O.P.T.I.M. Ecosystem envisions a technology-led seamless integration of all the variables affecting the traveller’s experience. Harnessing artificial intelligence to turn smart tourism into better tourism may just well be the only way to ensure that we don’t end up with technology using us, but rather the other way around

How to create an OPTIM Ecosystem?

Optim as in an optimal ecosystem based on:

“O” as in OPTIMIZATION

An ecosystem where AI solutions drive change while thriving in the process, it’s an ecosystem where there is integration across all touch points. Transport, hospitality, attractions, local services, and tourism businesses are not disconnected but rather integrated across an ecosystem that ensures connectivity, practicality, and above all, optimization.

Why optimization? Optimization ensures that all the parts are equally accessible, even just simply understandable, if anything, by technology users. A simple example that comes to mind is something that I often get to see when I travel across Italy, even more so in the southern region of Puglia, where I’m based, when a visitor to a city, a town, or a charming village needs to decipher the bus timetables before being able to buy a ticket. That means that the timings of the buses are perhaps not available online, and the journey that a visitor may just carefully want to plan ahead of the travels may risk being fragmented and even disrupted by the lack of optimization across the touch points of their journey.

P as in PERSONALIZATION

In Smart Tourism, Big Data in the tourism industry requires constant profiling across the traveller’s journey. Who is the high-season traveller? Who are the low-season travellers?

Big Data analytics are key to understanding the traveller’s behaviour, profile, preferences, and habits in order to personalise the travel experience.

Often underestimated and in many cases not yet fully embraced by many destinations across the world, forecasting tourism demand with the use of data collection and data processing enhances the destination tourism strategy and allows better tourism to take place.

“T” as in TRANSPARENCY

In a world where we are constantly asked for cookie preferences, location sharing, device identification, etc, to name a few, it’s easy to understand how today’s travellers may have become reluctant to overshare their details over safety concerns when building their journey or directly while traveling.  

Ensuring clear communication on how the visitors’ data is collected and utilized is the foundation for building destination trust.

‘I’ as in INCLUSIVITY

The word on everyone’s lips these days, inclusivity in tourism, is a complex issue that requires a close observation of each destination’s cultural, social, and geographical features. In other words, there’s no one-size-fits-all when it comes to inclusivity.

Inclusivity, meaning in tourism, encompasses the social, geographical, and economic strata touching the quality of life of many willing to travel, but perhaps concerned about safety, destination accessibility, and gender equality.

An O.P.T.I.M. ecosystem where tourism becomes better rather than just smart ensures that all stakeholders are accountable but also considered when it comes to needs, preferences, and desires.

“M” as in MONITORING

If tourism data collection is at the base of the true process of getting to know your visitors better and therefore moving from smart tourism to unlocking better tourism, once collected, the data requires constant monitoring to ensure an optimal distribution of resources.

This tourism high season’s data – if distributed and equally accessible by all the stakeholders – could mean a more optimised energy consumption for the next season because the parties involved are able to observe what was done, what needed to be done that wasn’t, and ultimately consciously plan.

The OPTIM Framework was presented at the ICCA Middle East Summit 2025 in Bahrain where Dolores Semeraro was the opening tourism keynote speaker for the summit works with a keynote titled: “Harnessing AI to turn smart tourism into better tourism”

L'articolo Smart tourism: The OPTIM Ecosystem Framework proviene da Dolores Semeraro Tourism Keynote Speaker.

In a remarkable achievement, Dolores Semeraro has been honored with the Speaker of the Year Award 2025 in the Tourism category by the Excellence Awards Global. This prestigious recognition highlights her thought leadership, expertise in sustainable tourism, and dedication to industry transformation.

As a keynote speaker, trainer, and consultant, Dolores is a driving force behind sustainable tourism marketing, digital transformation, and destination resilience. Her expertise lies in helping businesses and destinations adapt to shifting travel trends, embrace innovation, and create meaningful experiences for travelers.

Through her engaging keynote speeches, she equips industry professionals with the strategies and tools needed to navigate the challenges of modern tourism. Whether addressing global tourism summits or leading corporate training sessions, Dolores emphasizes the need for adaptive leadership, sustainable business models, and customer-centric marketing approaches.

Certifications & Industry Expertise

Dolores’s expertise is backed by globally recognized certifications in sustainability, marketing, and digital innovation, ensuring she stays ahead of industry trends:

• Metaverse & Digital Innovation – Certified by Meta, exploring the implications of virtual experiences in travel.
• Sustainable Tourism – Certified by the Global Sustainable Tourism Council (GSTC), specializing in applying sustainability criteria in tourism businesses.
• Sustainable Marketing, Media & Creative – Certified by the University of Cambridge Institute for Sustainability Leadership, focusing on responsible marketing strategies.
• Hospitality Meets Diversity – Trained in inclusive and diverse business practices in tourism and hospitality.
• Mauritius Qualifications Authority (MQA) Certification – Accredited to conduct professional training programs in Mauritius.

Championing Resilience & Responsible Travel

Dolores is a passionate advocate for resilient, sustainable, and responsible tourism. She challenges outdated business models and promotes innovative approaches that benefit both travelers and destinations.

Her work focuses on:

• Sustainable Growth – Encouraging businesses to integrate eco-conscious practices into their operations.
• Crisis & Recovery Strategies – Helping tourism leaders navigate economic shifts, travel disruptions, and consumer behavior changes.
• Digital & Experiential Marketing – Educating brands on leveraging storytelling, digital platforms, and immersive experiences to attract and retain travelers.
• Slow Travel & Meaningful Experiences – Promoting authentic, culture-driven, and environmentally responsible tourism experiences.

L'articolo Dolores Semeraro Wins Excellence Award in Tourism proviene da Dolores Semeraro Tourism Keynote Speaker.

Ethical Travel and Community Tourism at the Nepal Stand

Some of the most thought-provoking conversations for me at ITB Berlin 2025 took place at the Nepal stand, where ethical travel and community tourism were central topics. Conversations with Nepalese business owners highlighted the growing importance of responsible tourism and the challenges of avoiding misrepresentation.

One I very much enjoyed, was the discussion with Krishna Prasad from Ethical Trekking Nepal, whom I asked what makes their trekking activities truly ethical. His response went straight to the point, being fair treatment of all involved and providing equal opportunities. Similarly, Priyanka Rana, founder of Kala Kora Artful Trails, shared insights on how her organization integrates local artisans and crafters into trekking routes. This approach allows travelers to experience Nepal’s culture not just by seeing it but by actively participating in traditional crafts, many of which are sustained by women artisans supporting their families. Empowerment at its best? That’s not all.

Women Empowerment in Tourism

Catherine Gallagher co-founder of Women Travel Leaders at ITB Berlin 2025

Women’s empowerment emerged as a crucial theme, particularly at IPD Stand where  Aayusha Prasain, CEO of Community Homestay Network alongside other leaders such as Catherine Gallagher, co-founder of Women Travel Leaders, discussed the significance of fostering women-led tourism initiatives. They underscored how ethical and sustainable tourism must prioritize creating opportunities for women, ensuring their economic participation, and enabling younger generations to build careers within their communities instead of seeking opportunities elsewhere.

LGBTQ+ Inclusion in Hospitality

A growing focus on LGBTQ+ inclusion was also evident at ITB Berlin 2025. One standout discussion revolved around hotel certifications that recognize safe spaces for LGBTQ+ travelers and the importance of sensitivity training for hospitality staff. Edgar Weggelaar CEO of Queer Destinations, highlighted how extensive sensitivity training across the industry has positively impacted over 200,000 professionals worldwide. However, he also acknowledged challenges, such as resource constraints and the risk of “pinkwashing”—a superficial commitment to LGBTQ+ inclusion without meaningful actions.

The Role of AI and Technology in Travel

Technology’s role in reshaping the travel industry was another key discussion. AI-based travel solutions are gaining traction that’s true BUT concerns about job displacement remain. In a conversation with Ken Chen, Regional Director of Business Development at TourMind a AI solutions company, the topic of automation’s impact on employment became my main question: with AI integration, workforce requirements  drop from 10–12 employees to 1–2, allowing businesses to reallocate human resources more efficiently. Or not.

Sustainability in the Event Industry? For real?

Sustainability remains a critical challenge in the event and conference sector, but innovative solutions are emerging. The team at Montego Bay Convention Centre in Jamaica, which has implemented green initiatives such as eliminating single-use plastics and adopting a farm-to-table approach, are literally cultivating their own produce on-site! The center ensures fresh, organic food offerings while reducing carbon footprints. Their commitment to sustainability was recognized with the “Best Venue” award at the Pacific Area Travel Writers Association International Travel Awards during ITB Berlin 2025, and – for me – was one of the most enjoyable meetings I’ve had at ITB this year.

ITB Berlin 2025 reaffirmed that the travel industry is at a crossroad. Everybody wants to be everything, everywhere for everyone.

Not an effective strategy in the long run, as travelers are getting pickier by the day and less inclined to destination loyalty. From true commitment to community-led tourism and women empowerment to the global hospitality industry’s efforts toward inclusivity and AI-driven innovation, trade shows like ITB Berlin are a show of humanity above all. And perhaps, if seen through these lenses, a hopeful reminder of the needed balance between technology and humans.

Dolores Semeraro

ITB Berlin 2025

L'articolo ITB Berlin 2025: Ethical, Inclusive, Sustainable Travel all at once? proviene da Dolores Semeraro Tourism Keynote Speaker.

• How will the  The Travel Experience in the Metaverse look like?
• What is the The Technology we need to access the Metaverse?
• How Communication in the Metaverse will unfold?
• How do we ensure fair Accessibility for the Metaverse so that our clients can find us?

Knowledge and awareness of the Metaverse for the tourism industry is rapidly increasing as the supporting technology is being developed by high tech companies and organizations. Whilst the public perception of the Metaverse is still in its infancy, those tourism operators able to tap into understanding its potentials for the industry and the future of travel will unfold a variety of opportunities.

The Metaverse is a proxy version of your physical reality, an alternative or parallel virtual space where you work, travel, socialize. You might say, [we already have that] on line, every time we access the internet. That is indeed true, however we do this by literally standing in front of our devices, whether it’s a phone or a computer or an iPad.

In the Metaverse, the virtual experience literally takes you INSIDE the device. You do not look at the computer screen, you are IN the computer screen. This is why Metaverse experiences are fuller and more engaging.

Tourism destinations able to develop their digital twins (aka an exact copy of the destination in the Metaverse) can potentially co-create a whole range of meta-experiences whereby people’s avatars can immerse themselves ahead of traveling.

What is the Metaverse?

Think of the Metaverse as an alternative space that, in principle IS virtual, however it really is a fusion of virtual reality (VR) and Augmented Reality (AR).

What is the difference between the Metaverse and the internet?

When you browse the internet to share information, content, images, video, anything really, you do so by accessing the internet from a device. You can work, play, entertain, research, study and so much more with a device in your hand – whether is a phone or a computer or anything in between. When you enter the enter the Metaverse – you don’t browse the Metaverse – you do exactly the same things: work play study research and so on, but the difference is that you are technically IN the device.

How do you access the Metaverse?

Having said that, normally to access pretty much everything on line, you have to sign up, using your email address, and create a user profile. For the Metaverse, you do not create a profile, you create an AVATAR – a meta version of you that looks just like you want it to look – for example, you can be a bear! Or a bird, whatever you want.

What does one access the Metaverse for?

30 years ago, when the World Wide Web as we know was made public, people asked the same questions. Today what would be your answer? In time, as big tech company are building the Metaverse space for everybody to use, we will access the Metaverse just as easily as we access the internet today. And we will do the things we so easily do on the internet and MORE.

Now, let’s talk about the relation between the metaverse and the tourism industry.

Skeptical reactions have been voiced already – but let me start by saying that Metaverse experiences will not replace real life experiences, just like accessing information and acquiring knowledge from the internet did not replace going to school or college.

What would be replaced are the people that will not know how to work with it or how to harness its opportunities.

When I was getting my Metaverse certification earlier this year, I was fascinated by the multitude of applications of the Metaverse for the tourism industry and I was already seeing them happening, in a way, just not called in the Metaverse.

Think of the 360 degrees virtual tour experiences that were quickly developed during the pandemic, allowing millions of people to virtually access and experience, for example, the islands of the Maldives or the Louvre Museum in Paris without moving a single step – did this prevent them from traveling to the Maldives or to Paris when the opportunity came? Not at all, in fact, the possibility to have virtual access to their travel experiences ahead of the trip, only cemented their willingness to go.

Let’s take a look at some of the applications in the Metaverse for the tourism industry:

Having a digital twin will increase the number of meta experiences possible for avatars in the Metaverse.

A digital twin is the exact replica of a destination in the Metaverse, and can be ‘visited’ by anyone accessing the Metaverse. Today, the most famous digital twins in the Metaverse are the cities Shanghai and Singapore. In the near future, a person will access the Metaverse to seek validation for their travel choices, wanting to have a ‘deeper look’ at what the travel experience will look and feel like before confirming it.

For a tourism destination, having a digital twin in the Metaverse, will be the only way for not losing travellers to other locations and maintain market presence.

A tourism operator have a presence in the Metaverse even if the tourism destination does not have a digital twin.

A business can have a ‘shop’ in the Metaverse, an office, a place that represents it. A place to welcome avatars and offer a full customer experience ahead of their physical purchase – or by all means – a Metaverse purchase. Which is also possible.

Yes, in the Metaverse, tourism, travel and hospitality businesses will be able to sell their services and products purely to be used within the Metaverse thanks to the principle of interoperability. It means that customers are able to pay for what they buy in a Metaverse shop and take it with them when they go somewhere else across the Metaverse space.

Ok let me give you an example:

Let’s say there is a tour agency that sells tours and experiences across the Metaverse of – for example – Singapore. Your avatar can purchase the experience by paying for it with a digital wallet and then, thanks to the interoperability of the metaverse, be actually able to virtually GO to Singapore and experiencing in the Metaverse.

Imagine this is your travel agency, and that avatar is your customer. Your agency closes a sale in the Metaverse. The customer is so excited that he can wait to go to Singapore and DO it, so he comes back to your (physical) agency and purchases the trip.

Metaverse for the tourism industry will not replace travel, will enhance it.

Work with Creators to build your presence in the Metaverse.

Those building products and experiences in the Metaverse are known as ‘creators’ and for a tourism organization or hospitality operator, it is crucial to work with them to build their presence in the Metaverse.

Think of the work of travel influencers over the past years, how powerful it has become and the incredible revenue that has been generated annually on a global scale. So much so that ‘working with influencers’ has become the norm for hospitality brands and tourism organizations. Imagine the same in the Metaverse, through the work of the creators. Professionals who will be able to establish and position your brand in the Metaverse according to your brand values and proposition.

Where to find these creators? Stay tuned, as the Metaverse gets built, more creators will surely start popping everywhere.

In many ways, we have already experienced several segment of the Metaverse. We have a digital walled with google pay or apple pay. We have accessed virtual tours or 360s. We are becoming familiar with blockchain and NFTs. We showcase our brands and products on the internet every day.

Who is pioneering the Metaverse in the tourism industry today?

The island nation of Tuvalu, in the South Pacific, is set to become the first digital country in the Metaverse. Works to create the digital twin of its smallest island its already underway.

Also, the Korean capital of Seul will be developing a range of public services by using the Metaverse and the nation of Barbados has already announced its goal to have a digital embassy on the Metaverse soon.

We will be hearing more of this in the not-so-distant future, and I am excited to see more tourism operators joining forces and budgets.

Here on this blog and on my social media channels – expect to see and hear more on this topic, as a tool for the tourism industry to anticipate the future of travel and for the travel and hospitality private sector to better connect with their clients moving forward.

Listen to the full episode of  “The Metaverse and The Tourism Industry” on Truth Behind Travel Podcast.

L'articolo Metaverse & The Tourism Industry proviene da Dolores Semeraro Tourism Keynote Speaker.

As a tourism keynote speaker, attending ITB is not only an opportunity to get on stage but – most importantly – is a chance to meet tourism board representatives, travel and trade associations and reconnect with old industry colleagues.

The Human Connections

I had the pleasure to finally meet in person an esteemed industry colleague Kojo Bentum Williams UNWTO Senior Expert on Communications in Africa and exchange impressions and insights on the roaring presence of African Tourism Operators at ITB.

Kojo has graced Truth Behind Travel Podcast with a one-of-a-kind interview at a time when we were both ‘locked-downed’ in each other’s countries.

A very special gathering happened pop-up style, but aren’t these the best? I met with some of the fellow members of Women Travel Leaders attending ITB Berlin 2023 right after Ruth Franklin – Co-founder of Secret Paradise Maldives – got off stage after nailing a panel discussion on sustainable travel habits hosted by ATTA. What a delight to meet these talented and wonderful women and feel somehow part of a bigger family.

If you are a woman in the tourism and travel business and are looking for a supporting network, check out the work of Women Travel Leaders, you might just find that sisterhood you didn’t know you needed.

ITB Berlin 2023 can be a bit intimidating in terms of size and attendance, however I must say that I have always felt very welcomed by the various representatives and in some cases even (on a funny note) even challenged to a ‘where-are-we’ game. This being the case of the smart team of Vilnius, Lithuania promoting the destination and the capital city by starting with a simple yet disarming question: ‘do you know where Lithuania is?’. Clever.

The Industry Recognition

The highlight of my 2-day intense attendance at ITB Berlin 2023, was receiving a token of appreciation for my contribution to the tourism industry of the Maldives from the Minister of Tourism Dr. Abdulla Mausoom.

I have worked in the Maldives as Marketing and PR Professional for six years (2010 – 2016) and I treasure each working and human experience I had while living and working on the islands of the Maldives.

At ITB, the stand of The Republic of Maldives is always one of the most visited ones, and this year, many new projects where unveiled. Will the destination demand keep up with the offer? The latest arrivals data seem to confirm that 356,538 visitors have already reached the shores of these beautiful island for 2023.

Industry Trends

Tourism resilience and sustainability were key topics explored across the many panel discussions during the ITB Convention. One of the keynotes I particularly enjoyed and learned from was about the role of Tik Tok in the Travel Industry and how this social media platform has – over time – managed to bring back the ‘real’ factor into travel social media posts. Blame the quest for absolute perfection and beauty which the tourism and travel communication needs to oblige to in order to please the eyes of the audience. But creators on Tik Tok played their own game and won the hearts of millions of followers by showing the human side of travel, no editing, just real.

A great case study discussed was the one of AIDA Cruises whereby Tik Tok was used as a key channel of communication to tease the audience ahead of the launch.

Personally, I am enjoying exploring trends on Tik Tok on my Tik Tok channel, and I curious about how would this evolve moving forward.

Conclusions

Do I give a full thumbs up to ITB Berlin 2023? Yes, I do. Would I recommend it to any industry professional looking for ways to connect, learn and grow. Yes, I would.

However, I feel it is important to highlight that having a clear business proposition and professional identity is crucial to make sure connections become leads, and leads turn into business. Having gone through ITB Berlin in the past years myself  – with very little proposition at that time, I must say – I would always encourage tourism and travel entrepreneurs to work on their own pitch before entering the ‘arena’. This is what my tourism business coaching clients have said after working with me on 1-1 basis to get ready for their big pitch.

A la prochain, ITB Berlin!

L'articolo ITB Berlin 2023 – Attendance, Trends and Awards       proviene da Dolores Semeraro Tourism Keynote Speaker.

On a recent episode of Truth Behind Travel Podcast with Iulia Niculica European Travel Commission’s Head of Administration, we mentioned that a staggering 7 out of 10 travellers feels overwhelmed when considering the costs and impact of their travel choices today.

• How can a ‘sustainable traveller’ carry a refillable water bottle around and successfully do so – therefore not buying bottled water – if the destination – whether rural or urban – doesn’t provide drinkable water fountain for the purpose?
• How can a ‘sustainable traveller’ reduce it’s carbon footprint on the planet if the options of the means of transport available at his destination of choice aren’t even remotely related to anything eco or green or renewable?
• How can a ‘sustainable traveller’ support [ local ]  with shopping money that circulates within the community at his destination of choice if local crafts are very often not locally produced and perhaps even imported by SE countries?

A conversation that takes me to point of reflection on this never ending game of blame. Who’s responsibility is to implement those practices and support sustainable travel choices. It’s all about training and education- which is not something people pick up from a brochure or a leaflet, but quickly learn by doing – when it’s take it or leave it.

Let’s look into transportation – and specifically – the one everybody is pointing fingers at: The aviation industry.

Easyjet – The airline company recently went out with a big loud press release headline saying that it was stopping offsetting carbon emissions. And everybody went whaaat? It then went explaining that they were simply implementing a strategy that would enable them to reach net zero by 2050 by investing in cleaner aircraft, optimising flight descents to save fuel and introducing hydrogen-powered planes.

But EasyJet is not the only one going out with the headlines to FLY NET ZERO by 2050. In the last AGM of the IATA members in Boston one of the parameters for airlines to comply was to use SAF (sustainable aviation fuel) which costs 2 to 4 times as much as the normal jet fuel.

Air India, Airasia India, and Vistara sign MOU for using SAF as well as Ryanair signs MOU for eight years of SAF supply starting in 2023 and the Lufthansa Group as well.

Lufthansa, has implemented the so-called ‘green fares’ on the flights from Scandinavian countries  (Sweden, Denmark and Norway) on all group airlines.

It is true that the very encouraging results that came out of the first range of data, highly depended on the fact that Scandinavian travellers are more keen to take specific actions when it comes to partaking green initiatives. But nonetheless, we can expect to see more of these ‘green fares’ materialising on other flights either of Lufthansa or other airlines.

Now, what’s a green fare? A Green Fare is as an additional fare option in the online booking screen directly after the flight selection that uses a split of 80% into carbon offset projects and 20% in SAF.

Remember early on when I said It’s about giving a choice to be a sustainable traveller? Sustainable Travel Choices when booking these flights, the option of adding the green fare is right in the middle of the screen, is not in some sidelines or at the end of the ticket purchase process. This is what I am talking about. Once the customer goes through with the booking process, a range of options appears – as such the traditional choices of economy, economy classic and now Economy Green.

One word, transparency. The explanation is there, the choice is given. But the question is: Is it taken? Now, the results? the airline had seen a preliminary conversion rate of nearly 7%, above its initial target of 5%. That’s impressive, when you consider that voluntary carbon offsetting rates can be as low as 1-3%.

If you were given a choice to partake a green initiative on the basis of whether you are spending more because of it, would you take it? How much is too much?

Why does a sustainable choice given to the travellers have to be money-driven and not positive effects-driven?

Scenario 1

A hotel company can add to its booking process a window in which a fee of xyz number of dollars per night as a ‘voluntary contribution’ by the customer to support green or social initiative. The customer considers the final amount that this ‘voluntary contribution’ would add to the holiday budget and takes his decision.  That’s a money-driven choice. Just money.

Scenario 2

A hotel company can add to its booking process a window in which the effective results of their green and social initiatives are outlined and its impact explained. To this information, a contribution is encouraged to continue achieving these results. That’s an ethic-driven choice. Would you take it? Who wants to be the bad guy that doesn’t make sustainable travel choices?

Scenario 3

A hotel company increases the rates by 20% because the ‘green fare’ was added as a must-have and therefore everything got more expensive. Here is the choice is taken away from the customer. It is in fact a decision taken for them by the company. Is this ethical?

The average consumer when prompted the question of whether he or she would voluntarily add a fee to its spending which is related to a ‘green initiative’ that might have been or will be taken by the company is likely to say no, because it affects its budget.

So how come in the latest reports from booking.com we read that more than 70% of the travellers says they are willing to spend more if an sustainability practices are implemented at their destination of choice?

Exactly what does it mean [spend more]? On what exactly.

Producing organically needs more time, different utilisation of resources and costly processes that have a direct impact on the final prices of the goods.

• Think of the food served in hotels and resorts today. Where the sourcing of local goods might not always be possible to offset the cost of shipping and to support directly the local economy in which the business is operated, Then the sourcing of bio products often translates into a more expensive food offerings, due to costs of the supply chain.
• Think of the in-room experience. Up to not long ago, entering a typical hotel room bathroom is like entering a single-use plastic kingdom. Today, all major global chains of hotels and resorts have or are in the process of replacing single use plastic items from their hotel rooms with more sustainable options. The questions is: is this so called sustainable option financially viable? What’s the impact of those changes on the hotel rates?

If travellers are more willing-to-stay in a hotel or establishment that engages In sustainability practices, are they also willing-to-pay more? The final price range of a holiday is a key driver for the final decision.

Personality-based Strategies

How do we communicate the added value instead of the added cost of choosing a sustainable option when it comes to tourism? The value of something might represent something different for each person. The perception of what value is changes based on who we are, what moment in life we are in, how we live, where we live.

Imagine a circular chain of cause and effects with your most desired client at the center of it. Who is that person, how does that person live, love, laugh, talk, believe, socialize, care?

In other words, what’s his personality?

A marketing strategy that is structures according to personality-based associations instead of social-status (like married, single, with kids, with no kids, retired, student and so on) revels today a much clearer and accurate ID of who is your desired customer.

It is through understanding how the personality is expressed that we can best tune in our marketing strategy to their frequencies and be there where it matters to them. Not with our product, but with our ethos. Enabling them to relate to us when they make their sustainable travel choices, to our core values and therefore to become their go-to brand of choice.

L'articolo Costs and Impact of Sustainable Travel Choices Today proviene da Dolores Semeraro Tourism Keynote Speaker.

Celebrating a ‘life moment’

These patterns, based on the past 20 months of consumer behaviours, will set the tone of how travel choices are made; travel products are perceived and purchased. Celebrating a ‘life moment’ is already proving to be the key factor for which travellers are choosing their next travel experience.

Why so? Extended time spent apart and reconsideration of life priorities have played a major role over the past 20 months, leading many to the realization that life is precious after all and that it must be celebrated, not just lived.

As I shared in a recent article: fears over health, finances, and relationships have impacted the lightheartedness of travel choices. As a result, the perception of time passing has radically changed, prompting people to take that long-postponed trip abroad to celebrate special occasions, or simply to celebrate life.

This is, in a nutshell, what a ‘life moment’ represents for today’s travelers. Whatever the occasion, it’s the choice of taking the time to celebrate that flags one of the Top 10 travel behaviour trends 2022 report.

Culturally engaged holidays

A good destination-marketing manager knows that the balance between international standards and local uniqueness is a fragile one. Too much of the first would result in a hybrid holiday destination that leaves a soulless impression to the visitor. Too much of the second could impact the perception of safety and comfort relatively known to international travellers.

Perhaps a silver lining of the pandemic, in terms of social sustainability is that many community-based tourism strategies have been re-evaluated and dusted off as people were more prone to re-connect and engage with each other.

In the Report, the trends listed in the Self-discovery travel section are directly connected to the clear desire to travel in a more culturally-engaged manner, deeply connected with the local community spirit, and open to learning more about foreign cultures.

The Hospitality industry has long embraced the ‘locale X factor’, however here ‘culturally engaged goes a step further. It’s not just about having a local meal in the village near the resort. It’s about knowing that the tourism dollars are actually supporting that village and, for example, are ensuring those kids’ education.

Purposeful travel trends

The pandemic has somehow accelerated the way travellers wish to contribute to preventing climate change through their travel choices. Event the most recent Expedia report shares that 59% of the travellers surveyed are willing to pay higher fees to make their trip more sustainable.

Where does that leave us? Hospitality and travel industry operators are to take a step up when it comes to their sustainability practices. Good travellers are quick at spotting greenwashing and will not hesitate to voice their concerns and findings online.

Ensure a timely and relevant strategy around the causes that matter around you. Study the global issues that your establishment is more likely to be affected by, and work towards time-bound solutions. Then talk about it! The biggest fail in sustainable tourism is in the lack of communication. Education goes both ways.

Summary

Travel restrictions, mandatory physical distance, and ongoing use of facemasks contributed – over time – to an inevitable change in travel behavior. There are, however, more aspects of the pandemic that have influenced travel choices and priorities around the world. This report focuses on the Top 10 travel behaviour trends 2022 detected over the past few months, as travel restrictions eased and people started traveling again.

L'articolo Why getting ahead of travel trends in 2022 will future-proof your business proviene da Dolores Semeraro Tourism Keynote Speaker.

This article explores a key element of post-pandemic tourism marketing strategies: how to address the fears of traveling in a post-pandemic world (wait, is it over just yet?) and how the hospitality and tourism industry can address them to win back trust in travel. Priorities have dramatically changed for travelers. Longer travel periods are favored over short and frequent trips. This flags 4 main areas that are shaping the new way people prioritize their travel choices:

1. Health concerns have been on top of the listof reasons why travelers would not travel again.

Observing the pandemic unfolding in front of their eyes, creeping into their closest communities, and affecting loved ones, has triggered a protective mechanism in which today’s travelers’ choices are dictated by how much they can maintain their health and avoid falling ill. More specifically, falling ill in foreign countries where the medical facilities might not reflect the comfort levels of the same back home as well as the uncertainty to be treated in a hospital while away and even more so if in a foreign language.

 How to address travel health concerns?

 Nearly 2 years after the beginning of the pandemic, travelers are well versed in reading and interpreting travel protocols based on health passes, testing results, and so on. Yet, many of them – 88% to be precise – are still pondering whether to travel or not. In order to break through the ice, addressing travel health concerns must take a step further in discussing the subject and cover the ‘health topic’ as a whole, not just the hygiene factor. Here are some of the angles that hospitality businesses and tourism operators can elaborate across their post-pandemic tourism marketing strategies when addressing travel health concerns:

• Establish Mental Health Care as a cornerstone of wellbeing strategies. Make travelers know that you care about how they feel, establish a direct hotline with the ‘Director of Listening’ let them know they can talk to you, not just book with you.
• Be Wellness Solutions Oriented. Envision a guest experience that pays attention to the small wellness details that make a difference. Tech detox, No wi-fi areas, nature sounds instead of Dj-ed soundtracks, the list goes on.
• Empower Personal Health Choices. Encourage a travel diet that reflects a healthy lifestyle instead of promoting excesses. Get your guests involved in selecting their preferred hygiene routines when traveling.

2. Relationships have gone to a whole different meaning.

Lockdowns and isolations have strengthened many relationships and broken just as much. While Australia is just approaching the end of its longest lockdown on records  (262 days), prolonged periods of distance have divided families, friendships, and work. Assuming that people want to spend time with family and friends after these restrictions, could actually trigger the opposite reaction.

How to address the ‘relationships subject’ across the marketing message?

Families want to reunite, spend time together to make up for the time spent apart. Enable them to travel together with a ‘bubble solution’ that encompasses transportation, accommodation, meals, experiences. Enhancing those elements that enrich the experience of a ‘family holiday’ and makes the travelers say ‘ohh, we haven’t don’t that in ages!’ is the best way to win their trust and entice them to travel again.

Independent travelers want to connect, but not to the wi-fi. After months spent in front of a screen, with no events to go and no people to meet, independent travelers are hungry for human connection. Elaborate on the human factor, not on the dating side of things! Make sure you cover these beneficial experiences just as much as you describe the comfort of your rooms when developing your post-pandemic tourism marketing strategies.

Not everybody wants to make friends. The quest for personal growth is bigger than ever with more and more people traveling to find their true self, to rediscover a different life, and reconnect with themselves. Identifying who is it you are talking to will make your message stand out, addressing the needs of those looking for a deeper me-time.

3. Finances are under scrutiny when it comes to travel budgets.

If this might apply to a vast portion of travelers, it somehow does not totally depict the post-pandemic travel scenario. Space and Time are now the two most expensive elements of a holiday with 63% of travelers willing to pay more to secure longer holidays and the space they want to enjoy according to Flywire’s annual consumer travel report 2021.

How to promote & sell space and time?

Longer holidays = more travel time = better impact on the local economies. With the increasing demand for longer holidays, hospitality operators are gearing up their in-house activity program but also collaborating with a revived number of local operators to provide a diverse range of experiences. Ensure that the variety of experiences available is mentioned across your post-pandemic tourism marketing strategies and the perception of ‘time well spent’ shines through.

After the past 18 months, time is certainly not given for granted anymore. That is why we are seeing pent-up demand for longer travels, people are aware of the hassles of traveling these days and want to make sure that – if they do travel – they get the most of it and not just a ‘touch & go’ experience. Make it matter.

Fear of crowds when traveling is real, despite the sanitary protocols in place. If you are selling bespoke experiences, you will want to have them available in ‘private tours’ mode as well as ‘group tour’ mode. Anything that secures space around the travel experience should be observed carefully. Private transportation options, secluded locations for accommodations, private exclusive dining… the list is endless.

4. Safety has never been more imperative.

With uncertainty come danger and a higher risk level during traveling. Over 100 million jobs in travel, tourism, and hospitality have been lost as a result of the pandemic. This has generated unprecedented unemployment levels for the industry. Nearly 60 million of these jobs were lost in Asia and a staggering 13 million has been counted for Europe alone. High unemployment levels are not the most reassuring factors when it comes to destination safety.

How to address destination safety concerns?

Tropical holiday destinations are often affected by fragile institutional systems that – in many cases – unfortunately, get the headlines when the news is negative rather than positive. Contributing to the positive narrative around the perception of the destination with cohesive and constant post-pandemic tourism marketing strategies as well as supporting much-needed long-term goals that reflect trust in travel but most importantly rebuild trust in people.

L'articolo Post-pandemic tourism marketing strategies: the power of acknowledging fears of travel proviene da Dolores Semeraro Tourism Keynote Speaker.

As Truth Behind Travel Podcast turns one year old next week, I reflect on a journey I never thought I would embark on and certainly not one I felt could be something I could make my voice heard with. Someone once said: there are no failures, only learning. So here are 3 lessons I learned by not winning the award.

Lesson 1 – Who am I really helping with my podcast?

With travel recovery in mind, each episode of the podcast would shine a light on a different aspect related to restoring travel confidence. Helping the industry to get back on its feet, refresh its marketing strategies and restart with a customer-oriented mindset.

Conversation after conversation I developed a personal interest in sustainability and responsible travel, however, I did not (yet) deepened my knowledge around what can really make an impact on the lives of people who have been affected by the lack of tourism.

Not winning this award showed me how much work is yet to be done about it on the podcast and triggered a series of ideas on how each episode could flag an issue we need to know about and carry on building a legacy of positive change.

Lesson 2 – How difficult could it be?!

My favorite Africa proverb says: If you want to go fast, go alone. But if you want to go far, go together. When I started Truth Behind Travel Podcast, I was used to self-learning. Video Editing, Photo Editing, Content Planning. All to support my work in hospitality marketing & communication.

With podcasting, I sort of started along the same line, thinking “How difficult could it be?!” investing in tools and what I needed to know to get the show started.

Not winning this award, proved me wrong. I recognized how much more work goes behind the scenes of quality production and despite being ultra-careful in ensuring a high-quality audio experience, podcast production is a whole different game. I salute you, podcast producers, you are my new heroes!

Lesson 3 – Impact and Quality Content

Last but not least, it is about the value that each listener takes away from each episode. I must say, I loved all my interviews, but I do recognize that in some I was more tuned in than in others, and I see that now. Focusing on delivering value is one thing, but doing so for the sake of covering topics and losing that deep connection to what lights up my heart, has had an impact and I am committed to reframing that.

Not winning this award has taught me that, on the podcast more than ever, I am committed to my core values to constantly and consistently deliver a quality podcasting experience to my audience.

Truth Behind Travel Podcast is growing and evolving, and I am very proud of how far it has come and the amazing speakers I have hosted. Each one of them has contributed with their insights and knowledge to take that extra step towards travel recovery and beyond.

Each episode is like a chapter of a new travel book we are writing together and I am grateful I get to do this every week and bring it to my audience with my core values at the helm. If you want to join me on this journey, subscribe to the podcast here.

I look forward to having more inspiring conversations and share them with you all.

L'articolo 3 Lessons Learned by Not Winning a Podcast Award  proviene da Dolores Semeraro Tourism Keynote Speaker.

• a vaccination certificate could be required
• a PCR test prior departure, upon arrival, midway through your holiday and before leaving may be mandatory
• a number of days in quarantine/self-isolation upon return would be involved

would you still go?

Prolonged lockdowns and travel restrictions have saturated the patience of post-Covid travelers around the world. And it shows. According to the latest data gathered by Expedia 72% of travelers are planning to take a trip over the next 12 months, although the majority still prefer domestic travels over international long hauls.

Revenge Travel starts with the increasing desire to travel again and to re-embrace a sense of normality. Revenging the freedom of movement, discovery and connection. This, together with the ease of travel restrictions during the past few months and many airlines returning to the sky, has triggered a positive ripple effect on several travel destinations.

These are the aspects hospitality and travel operators should consider when calling upon revenge travel across their marketing message:

The cost of revenge travel

As demand for travel is on the rise, so is the price of airfares and transportation. As a result, revenge travel might prove to actually be more expensive for travelers planning a move in 2021. In the US, airfares in 2021 were 24% higher than in 2020 and the increasing cost of fuel does not look too promising for the aviation industry.

As airlines are slowly lifting the social distancing policies and allowing booking to full capacity, travelers are still required to wear a mask at all times while on the plane.

Some travelers, however, are not being discouraged by travel safety protocols and are turning to private aviation solutions. In a recent report, Forbes noted that the number of private flights in July 2021 reached an all-time high since 2008 with August closing 30% above the same period in 2019.

The sustainability X Factor

The Q2 2021 Trend Report by Expedia shares that 3 out of 5 travelers are willing to pay a little more if they know that their holiday money offsets carbon emissions or partakes in sustainable initiatives.

According to Agoda, hotel operators who want to welcome revenge travelers on a sustainable note must be able to:

• provide a plastic-free experience when possible
• offer locally-sourced shopping opportunities for boutiques and souvenirs
• adapt to no-toiletries requests as travelers bring their own
• enable self-managed energy consumption during the stay

Rewilding hospitality

For the hospitality industry, it refers to the renewed travel interest and desire to get away from the beaten tracks. Whilst we might have heard this sentence once or twice, revenge travelers are taking it to the next level. Rewilding hospitality flags a post-covid travel demand for travelers to get away from the crowds offers authentic local experiences and nature immersion. Could this be the industry answer to an announced fear of crowds when traveling again?

Travelers’ Mental Health

Traveling again after a prolonged period of time might trigger a series of unwanted side effects that could alter the holiday vibe of revenge travelers.

Taking into consideration travelers’ mental health across the global narrative to entice them to travel again wins their hearts as well as their attention. The true long-term gain in restoring travel confidence lies in fear acknowledgment rather than neglecting the undeniable change in travel habits brought by the pandemic.

On this Truth Behind Travel Podcast Episode the following four ‘side-effects’ occurred to me after traveling to Europe:

1. Overpacking
2. Obsessive cross-checking information
3. Self-doubting
4. Lesser patience when traveling

If Revenge Travel signifies that travel confidence is increasing and tourism is actually restarting, the marketing race to win consumers’ attention is definitively back on.

With plenty of time to master multiple social platforms during everlasting lockdowns, consumers finally have taken charge and irreversibly changed the way the industry envisions the customer journey experience.

Successful hospitality content marketing has changed its approach to meet this new and significant change, shifting from a solid product-oriented narrative to a consumer-oriented narrative.

How can tourism industry operators develop a consumer-oriented content strategy? The discussion is open in travel forums and hospitality roundtables and the key findings highlighted across successful hospitality marketing discussions revolve around:

• why does it matter rather than what it is
• how does it help instead of what does it do

In one of the recent roundtable discussions that I host on a monthly basis, a tourism business owner posed a question about revenge travel.  How will this travel trend impact sustainable travel?

Several solutions and perspectives were shared on the Hospitality Roundtable but the question remains open to those who wish to offer a solution and continue this discussion on this Forum.

L'articolo Revenge Travel: What we are asking?        proviene da Dolores Semeraro Tourism Keynote Speaker.