Marketing to Travelers in Today’s Economy is all About Realness

Travelers today aren’t following guidebooks—they’re following a feeling.

This is a big departure from recent years, in which the “do it for the ‘Gram” travel psyche dominated.  Tourists prioritized perfectly plated brunches, pose-ready vistas, and flawlessly filtered sunsets from the rooftop infinity pool.  These experiences were curated to look good more than feel good.  And for a while, that’s what everybody seemed to love.

Travel Marketing Strategies in 2025 Should Focus on Feel

But not anymore.  Today, successful marketing to travelers means understanding that they are less concerned with getting the photo—and more interested in getting their hands dirty.  Literally.  They’re craving immersive, personal, and often delightfully unpolished experiences that connect them with a place in real, tangible ways.  Whether it’s a weekend escape or a multi-country journey, travelers are asking, “What can I try, taste, touch, and remember?” not “What will look good online?”

The trend is clearly visible in recent research.  According to a 2024 Skift report, global travelers say they now prioritize authentic, off-the-beaten-path experiences over traditional sightseeing.  Expedia Group’s Unpack ’24 Survey identified that mills, barns, and farms were expected to be Vrbo’s three trending property types.  I could go on, but a quick Google search (or AI query) will confirm the shift. People are looking for unique, local experiences—even those that are a bit rough around the edges.

Successful Marketing to Travelers Doesn’t Require Big Budgets, it Requires Big Boldness

This change presents a major opportunity for both destination marketing organizations (DMOs) and tour operators to rethink how they craft experiences, as well as how they market to target audiences.  Standardized itineraries and surface-level encounters are falling flat.  What’s resonating now are exclusive, hyper-local offerings with a strong sense of place and personality.  Think a goat cheese workshop with a fifth-generation farmer, a late-night ghost tour led by the town’s unofficial historian, or a hands-on class in a dusty-but-glorious local art studio.

All this to say, imperfection is IN. And that’s great news for places that never quite fit the “shiny” mold. Are you a community with a quirky roadside museum?  Think of it as a storytelling gem.  That historic hotel with creaky floors and cobwebs?  An atmospheric time capsule.

Even more exciting?  Your advertising, marketing, and influencer campaigns don’t have to be hyper-polished or curated to be successful.  In fact, they should match the vibe of the moment, featuring images and people that are more raw, more real, and as a result–more magnetic.  (See some of this approach in action via our agency’s portfolio!)

Destination Marketers and Tour Operators Should Align Travel Marketing with On-the-ground Experiences

For tour operators specifically, your challenge is to shift from trip planners to experience designers.  Customization is no longer a luxury—it’s the baseline.  Travelers want to feel like their experience is one-of-a-kind, even if hundreds have come before them.  And your marketing should be equally diverse, highlighting a wide array of people, testimonials, and touchpoints.  This approach will keep your brand’s digital presence from falling into a sea of sameness.

So this year, as you plan, plan for realness in a world that’s become a little too polished, too perfect, and too algorithm-friendly.  Travelers are hungry for texture, contrast, and connection.  And in 2025, the destinations that win will be those bold enough to lead with presence – instead of perfection.

Note: A version of this article appeared originally in National Tour Association’s Contact ’25 program.  For more strategic insights from Michelle Stark, Red Sage’s V.P. of Sales & Marketing, sign-up for our newsletter or connect with Michelle on LinkedIn & Facebook.