Understanding the aspirational traveler requires delving into their desires, dreams, and motivations. However, fostering a relationship with them is not a one-time event, but a journey that spans across time and distance. As destination marketing professionals, the challenge lies in nurturing that connection consistently, keeping the allure of our destination alive in their minds, irrespective of where they are or when they plan to visit. Here are strategies to achieve this:

Create a Community Around Your Destination

In the digital age, geographical boundaries have blurred, allowing us to create communities that transcend physical constraints. Use online platforms to build a community around your destination. Regular webinars or live sessions featuring local culture, cuisine, or attractions can keep the connection with aspirational travelers alive. Engage them in discussions, encourage them to share their experiences, and create a sense of anticipation and belonging.

Develop a Content Calendar

Create a year-round content strategy, not just for peak travel seasons. Regularly share stories, photos, videos, and interactive content about your destination. Highlight the uniqueness of each season, local events, or lesser-known attractions. This consistent engagement keeps your destination on top of their minds, ensuring they remember it when they are ready to travel.

Leverage User-Generated Content

User-generated content (UGC) is a powerful tool for maintaining a connection over time. Encourage past visitors to share their experiences on their social media, blog, or your website. Potential travelers can relate to these experiences, making them more inclined to visit. It also helps past visitors relive their trip, keeping their connection with the destination strong and increasing the likelihood of return visits.

Create a Newsletter

A well-curated newsletter can be a valuable tool to stay connected with aspirational travelers. This could include updates about the destination, travel tips, interesting stories, and upcoming events. Personalize these newsletters based on their preferences and behavior, making them feel special and valued.

Virtual Reality and Augmented Reality Experiences

Innovative technologies like VR and AR can bring your destination to the aspirational traveler, no matter where they are. Virtual tours of attractions, AR experiences of local festivals, or 360-degree videos of scenic spots can create immersive experiences that keep the connection alive.

Pre and Post-Trip Engagement

The relationship with the traveler shouldn’t begin and end with their trip. Engage with them during the planning phase by providing personalized suggestions and answering their queries. Similarly, post-trip engagement is crucial. Encourage them to share feedback, photos, and experiences. This not only maintains your relationship with them but also provides valuable content and insights for attracting future travelers.

By implementing these strategies, we can foster a connection with aspirational travelers that endures time and distance. It’s about creating a continuous narrative around our destination, making it a part of their lives, and a place they yearn to visit. As we navigate the evolving world of destination marketing, let’s not just sell them a destination, but make them a part of its story.