While the classic, iconic destinations will always hold their appeal, a clear and growing trend is emerging: the shift toward alternative, less-crowded destinations. For you as the modern travel advisor, this is not a challenge, but a massive opportunity to elevate your value proposition, showcase true expertise, and cultivate deeper client loyalty.
Clients today are not just looking for a photo opportunity; they are seeking a meaningful connection, authenticity, and a sense of first discovery. This article explores the trends driving this change and provides actionable strategies for travel advisors to capitalise on the new frontier of travel.
Why the Shift is Happening Now?
The rising interest in lesser-known destinations, is driven by a convergence of post-pandemic psychological shifts and the modern evolving consumer values:
- The Desire to "Retreat" and De-Crowd: The fear of contamination and the psychological toll of isolation have led to a demand for travel experiences that minimise contact with large crowds.
- The Search for Authenticity: Modern travellers, particularly younger generations, are actively rejecting mass tourism. They are motivated by a desire to immerse themselves in local culture, interact genuinely with communities, and explore destinations before they become tourist hot spots.
- Value-Driven and Purposeful Travel: After years of restricted movement, the decision to travel is more intentional than ever.
Alternative destinations often provide more opportunities for a smaller environmental footprint and direct economic support for local communities.
- Affordability and Discovery: As air travel and accommodation costs in major hotspots rise, alternative and "second-city" destinations often present a more value-conscious option without sacrificing quality or experience.
This trend places the travel advisor at the epicentre of value. Your ability to connect a client's specific desires (such as solitude, cultural immersion, or sustainability) with the perfect, little-known destination is your most potent selling point.
1. Master the "Destination Alternative" Pitch:
Client Desires/requests: The Alternative Destination Pitch:
"I want Italy's stunning coastline and history" Pitch Albania: "get the maximum of the 'Maldives of Europe' with pristine beaches, ancient history (Roman ruins), and authentic village life, all without the Cinque Terre crowds."
"I want Southeast Asia's temples and street food" Pitch Nepal or Bhutan: "Experience a journey focused on mindful travel, Himalayan wellness retreats, and a deep dive into spiritual, uncrowded landscapes—plus incredible local cuisine."
"I want Japanese culture and nature" Pitch South Korea's Jeju Island or Busan: Enjoy exploring a dynamic mix of K-culture, volcanic landscapes, and unique coastal hiking trails, offering a fresh, less-visited perspective on East Asia."
Stop selling destinations and pivot to start selling experiences. Instead of directly comparing a city like Barcelona to its alternative, focus on the core appeal. Let’s investigate some examples of client requests:
2. Develop Niche and Hyper-Local Partnerships:
Alternative travel demands local knowledge. Build relationships with micro-influencers, locally-owned boutique accommodations, and independent tour operators in these emerging areas.
This allows you to offer truly unique and exclusive experiences that your clients could never book themselves, thereby justifying your advisory fee. Focus on experiences like:
- Home-cooked meal experiences with local families.
- Private workshops with local artisans.
- "Slow travel" itineraries focus on one region for an extended period.
The main barrier for alternative destinations is often the perceived difficulty of logistics. You must use your expertise to dismantle this fear, and use travel advisories and guidance from DMCs to understand what is happening at the destinations you are promoting.
- Showcase New Routes: Highlight new direct flight connections or rail/bus routes to the 'second cities' (e.g., direct flights to Manchester instead of London, or an easy train connection from an international airport to a regional gem).
- Provide Seamless Logistics: For an emerging destination, a full-service advisor who handles all transfers, local guides, and regional transportation is invaluable. Market your service as the stress-free solution to exploring the unknown.
Start going wider and begin actively promoting and curating journeys to alternative destinations.
You are contributing to the global movement of responsible and sustainable tourism by helping to distribute the economic benefits of travel to new communities and alleviating the pressure of over-tourism on classic spots.
Embrace the new frontier. The modern traveller is ready to go beyond the postcard, standard travel, and they need a trusted guide to take them there.
