While the beauty of Dubrovnik is undeniable, it’s just a little bit less so during peak seasons when every cobblestone street is packed with gelato-licking tourists. When I visited during August two years ago, I couldn’t help thinking how amazing the city would be if it wasn’t for all the people.
This is part of why vacationing to smaller cities is actually becoming a thing.
According to a recent Skift study, travel to “boutique destinations” is a huge trend this year. Many of us are skipping places like New York or Paris for smaller cities with charms lesser known. Think the rolling greenery of Louisville, or hidden villages of Provence. Authentic over the already discovered is taking hold.
In light of this mega trend, off-the-beaten-path municipalities are examining what makes them special and surfacing that to the world rather than attempting to recreate the trappings of larger markets.
People are coming for the storytelling, the unique history a place has to offer, its niche specialties, and one-of-kind museums. And as local tourism boards partner with businesses to makeover their marketing strategies, modest hotels should prepare for a potential boon.
So, how should hotels position themselves for guests in search of small town experiences? Skift says it’s not about big campaigns: “It starts on digital, and if the experience is good, it continues there once the traveler has returned.”
Your website is key here. Guests need to connect with your hotel’s story through your website, so that they can imagine the experience they’d have there. This becomes even more crucial as you go after last-minute bookers, Millennials, and business travelers.
Obviously, a website optimized for mobile is key, along with a strong locations page and content that ties in local attractions. Maybe start a YouTube channel with your own insider tips to discovering whatever’s special about your town, or think of your own creative Instagram campaign complete with a catchy hashtag.
Interested in learning more about how to bolster your hotel’s digital presence? Spend a fun and fascinating hour with one of our Digital Solutions Managers in a free demo.
