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Overtourism may
make headlines in some parts of the world. But for many travelers,
off-the-beaten-path destinations provide an ideal antidote to crowds, as well
as opportunities for more memorable vacations. The growing appeal of
less-visited places also creates valuable sales prospects for travel advisors
who are adept at finding the right fit.
High-End Appeal
Demand for
lesser-known destinations is especially high among luxury travelers, according
to Stephen McGillivray, chief partner marketing officer for Internova Travel
Group.
"They don’t
want the crowds and mass-market destinations," he said. "They are
looking for VIP, boutique or unknown locations that offer privacy, scarcity and
authenticity."
Carolita
Urrestarazu, head of business development for luxury agency Nuba, is witnessing
a similar evolution.
"We are
seeing a strong increase in demand for destinations that feel more authentic,
less crowded and more experiential," she said. "Luxury travelers
today are increasingly looking for meaningful experiences rather than simply
checking off iconic places."
Duncan
Greenfield-Turk, CEO and chief travel designer at Global Travel Moments, says
the most photographed destinations have become "victims of their own
visibility."
Discerning
travelers today, he explains, "are not collecting destinations; they want
depth, they want moments that feel genuinely theirs, and they are increasingly
willing to travel differently to find them."
Jamie D’Aria,
travel advisor and director of luxury travel at Travelmation, is also reporting
strong demand for alternative destinations.
"Particularly
in the luxury travel market, the clients are well-traveled and have often hit
the most popular destinations," D’Aria said. "They’re looking for a
place that offers them a new perspective or experience, and that hasn’t seen the
cost inflation we see in the most popular locations."
Carolita Urrestarazu, head of business development for luxury agency Nuba. (Photo Credit: Northstar Travel Group/Nuba)
Client-Pleasing
Destinations
Advisors name a
variety of emerging regions around the world that are drawing clients seeking
off-the-beaten-path experiences. Internova’s McGillivray, for example, points
to the rise of secondary destinations easily accessible from traditional hot
spots, such as Mexico’s Isla Mujeres instead of Cancun, and smaller Caribbean
destinations such as St. Vincent, Curacao and the British Virgin Islands.
Urrestarazu of
Nuba, meanwhile, notes the appeal of alternatives like Naxos and Paros in
Greece and Santa Teresa and Playa Hermosa in Costa Rica.
"Once
clients understand they can still have beautiful hotels, gastronomy and luxury
experiences without the intensity of overtourism, they become very
receptive," she said.
Several Travel
Experts affiliate advisors report similar interest in alternative destinations.
Emily Webber, founder and travel advisor at We Travel Luxe, for example, has
seen clients choose Ischia over the Amalfi Coast and Umbria for a "quieter"
side of Italy.
"Travelers
seem to be prioritizing authenticity, space and a more relaxed experience over
the busiest, most traditional destinations," she said.
Virginia Duval,
owner of Gingerly Travel, another Travel Experts affiliate, says Eastern Europe
is generating interest, with the Balkans leading the way.
"I also love
recommending Scandinavia as an alternative to more familiar parts of
Europe," she said.
Julian Kaufman,
co-owner and lead travel designer of Travel Experts affiliate Via Curato,
describes Norway as his "go-to less-visited destination," thanks in
part to the country’s great summer weather, attractive shoulder seasons and
northern lights.
Emily Webber, founder and travel advisor at We Travel Luxe. (Photo Credit: Travel Experts)
Qualifying
Clients
An effective
qualification process is crucial for matching clients with less-visited
destinations.
"The most
telling conversation is usually the one about tolerance for friction,"
said Greenfield-Turk of Global Travel Moments. "A less-visited destination
almost always involves a longer transfer, a more limited accommodation choice
or a different kind of infrastructure. The travelers who genuinely thrive in
those conditions are the ones who have decided, consciously or not, that the
experience itself is the point, and that the journey being slightly imperfect
is part of what makes the memory."
Urrestarazu
agrees that mindset matters more than demographics.
"Clients who
tend to be a great fit are usually well-traveled, experience-driven and
interested in culture, nature, gastronomy and authenticity," she said.
"They value storytelling and emotional connection over simply going to the
‘it’ destination of the moment."
McGillivray notes
that the role of advisors is especially important with secondary destinations.
"Travelers
want insider access, personal connections, curated experiences and confidence
in the outcome," he said, adding that his company’s in-country partners
are a "secret weapon" for planning experiences clients likely
wouldn’t find on their own.
Another key is
understanding how to expand clients’ perspectives, according to D’Aria of
Travelmation.
"As
advisors, it’s our job to educate clients and suggest things they may not
know," she said. "If we only offer what they ask, we are as good as
booking a trip on any mass-market vacation platform."
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