Since the pandemic began, and the situation continued with earthquakes and even the war in Ukraine, people around the world are trying to find their new place in the sun. Negative circumstances, fear for the future, and loved ones have illuminated what is truly important in life, prompting them to rid themselves of excesses and create a reality in line with their newly discovered priorities. This is a process that, of course, takes time, but it also affects all aspects of life, including how free time is spent. Media specialized in the travel industry have recently mentioned a new trend: slow travel or, in free translation, slow travel, which is completely in line with the changes in the inner world of consumers. Previously, travelers, regardless of generation, wanted to visit as many places as possible, to quickly check off their bucket-list or the list of ‘a thousand places you must see before you die’. Now they are choosing a slower alternative. According to estimates, the market for slow travel is growing at a rate of 10 percent, and more and more travel brands are incorporating this phrase into their communication and offerings.
Sustainability and ‘self-care’
As described by the expert site Hospitality Insights, slow travel is defined as travel during which the emphasis is placed on a deeper connection with locals, their culture, gastronomy, or art. Travelers visit locations with the idea that their visit should be educational, but also emotional, leaving a positive mark on their lives, the local community, and the environment. This trend, or rather movement, is based on the idea of slow food, a phrase coined by Carlo Petrini with local Italian activists in the early 1980s. They protested against the opening of a McDonald’s restaurant near the Spanish Steps in Rome to defend local Italian tradition. Over time, the slow food movement has evolved into slow travel as it integrates other segments of life (and travel), not just gastronomy, and emphasizes sustainability and popular self-care.
Instead of satisfying consumerist needs, slow travel responds to the need for more personal experiences and fulfilling moments. Or, as described by the Journal of Travel Research, slow tourism implies less mobility for travelers and taking time to explore local history and culture. The main goal for travelers is to relax, spend time in self-discovery, observe their inner world, escape from the stressful everyday life, engage, and discover new things. For this reason, visits to unexplored, less-known locations or countries like Bhutan, Azerbaijan, or Nepal have started to grow. As recently noted by the marketing magazine The Drum, brands operating in the travel industry that cater to curious travelers with luggage should view the trend of ‘slow travel’ not as one of the novelties in the industry but as a change in consumer mindset. However, they claim this will not be easy.
Slogans do not ‘work’
Currently, travel offerings are advertised with enticing photographs of world destinations. There are long sandy beaches, turquoise seas, dramatic sunsets, or destination gems – vistas, artworks, or historical buildings that everyone recognizes at first glance. Although these photographs are nice to see and adequately illustrate a particular destination, they do not evoke a strong enough emotional reaction in travelers. They no longer identify with these images, nor do they reveal what the real travel experience is like. The slogans used to advertise certain destinations, claims The Drum, make the same mistake. They are informative and nicely describe the destination, but they lack warmth and even truth. Therefore, consumers search for travel blogs, articles, and content where people who have actually been to a destination share their experiences; they detail how they immersed themselves in a new, previously unknown world of the new destination, what its cuisine is like, and what its customs are. Most travel experiences, as well as the communication of most brands operating in the business, lack purpose, a deeper message, and this must change if they want to successfully operate and please travelers. Slow travel is appealing and so successful because it offers (and sells) experiences, and experiences are not buildings and locations, a view from a balcony, or a good photo for Instagram. They do not treat consumers as tourists but as travelers, explorers, and enthusiasts, which fits perfectly into the increasingly common search or need for living a meaningful, fulfilling life.
