Booking.com | 75% of global travelers seek authentic local experiences

Tourism is gradually becoming a powerful tool for learning about different cultures. People are exploring the world to learn and discover different ways of life. This information is also supported by Booking.com’s annual survey, which revealed that 75% of travelers worldwide are looking for authentic experiences that are representative of the local culture.

In a special update to its partnered tourist accommodations, Booking.com is giving the stage to ideas for such partnerships.

Here are some typical cases:

Marissa Kozuma, Marketing Manager at Turtle Bay Resort, says: “We have found that, since COVID, there has been a new interest in environmental, social, and corporate management issues. As well as how to simply be a good, respectful traveler.” With all this, the platform emphasizes, that engaging with the local community with the aim of involving them in the entire tourism process is not only ethically correct but also makes sense from a business perspective.
Adopt the principles of community-based tourism: Community engagement expert Marina d'Engelbronner says: "Your path to more sustainable community engagement, community-based tourism is 'not just about engaging with traditional leaders, like government. It's about engaging with people. Try to understand who they really are, what they expect, and what their needs are.'
It's important, Booking.com tells partners, 'to recognize the social and environmental impact of your business decisions and to consult with the community before you act. Whether it's anti-social behavior or environmental issues, you need to be aware of the challenges that are most relevant to your destination.... Reach out to other residents and talk to your guests so that there can be understanding and consensus on all sides, and collaboration to find solutions.'"
Start with respectful conversations. Booking.com partner and owner of Point B Guest House, Kevin Murphy, explains how he interacts with the local community in Cape Town: “When I go to meetings with people, we have conversations. I don’t try to impose myself on them, I learn from them. There has to be a bridge between the two points of view, because if you say, ‘This is what will happen...’, you won’t achieve your goal. The key is to listen, understand, and engage in dialogue.”
Similarly, Marina d’Engelbronner believes that the whole philosophy of community-based tourism can be summed up in one proverb: “If you want to go fast, go alone. If you want to go far, go with others.” It’s all about mutual respect, as well as giving people the power and control to build a strong local economy.

Protect cultural heritage by supporting locals

Booking.com advises its partners:

Overtourism and commercialization are two of the key challenges you need to be aware of when planning for a more sustainable operation of your business.

The term “overtourism” is used when there is a perception that the number of visitors to an area is excessive and that this is having a negative impact on the quality of life of locals. This can be overcome by actively managing demand and finding the right balance between the needs of visitors, industry, the environment, and the local community.

Similarly, where there is demand there are commercial opportunities, but sometimes at the expense of authenticity. The commodification of cultural heritage within the tourism industry involves the use of a destination’s culture and cultural artifacts to produce cheap alternatives that do not respect their cultural significance.

Instead of creating or sourcing replicas of cultural artifacts, you could build long-term business relationships with locals and allow them to sell their authentic products. This not only fits the whole concept of community-based tourism but is also a more sustainable approach that enables locals to maintain old traditions for years to come.

Encourage contact between visitors and the local community

As Marina explains in the platform’s seminars, “Tourism leakage is another widespread challenge in the industry. This happens when travelers visit a destination but spend their money in ways that don’t benefit the local economy.”

One way to reduce this leakage is to introduce your guests to all the talented local entrepreneurs. There are many ways you can make the community an integral part of your business, such as partnering with local guides or promoting meaningful and educational experiences between residents and travelers. Such an approach is beneficial for all parties.

Let guests learn about the history of your destination firsthand: from those who lived it. Invite residents to speak at events. Host a flea market or pop-up shop. Showcase local art in your accommodations.

You could also consider ways to integrate more local producers into your supply chain. The idea of ​​“responsible sourcing” is about acquiring the goods and services your accommodations provide in a way that has a more positive environmental and social impact. To achieve this, Marina makes one thing clear: “It’s important to choose local products. The closer to you, the better.”

If your supply chain becomes smaller, you will also be able to reduce your carbon emissions. At the same time, it offers greater convenience. You can have fresher food deliveries more frequently and place your orders closer to the delivery date.

You will also save money on transportation and contribute to the local economy, minimizing the leakage of tourist revenue, and interacting with more local producers.

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