The technological advancement has led businesses to focus more on the targeted form of marketing. What is known as hyperlocal marketing has become handy in boosting sales of the companies? The hyperlocal businesses are based in very specific and geographically restricted areas like maybe a few blocks or streets. They often target the people who conduct ‘near me’ searches from their mobiles for the services they want. Today every business whether with an online or offline presence wants to take advantage of the concept of going Hyperlocal.
Travel and Tourism Industry Going Hyperlocal
Let’s see how the idea of hyperlocal can be applied to the travel and tourism industry. In earlier times, the idea of traveling meant going to a place which is convenient and easily navigable. The travel agencies took care of the place to stay. Only a few adventurous ones dared to go on the off-the-beat path. But today’s story is something else. The technology is reaching heights and the world is getting smaller. You see your friends’ uploading photos on Instagram and Facebook of their visits exploring new places.
The travelers today look for more offbeat locations to make their holiday experiences memorable. They want more local and adventurous real-life experience. There’s a rising demand for hyperlocal experience and this has widened the scope for local businesses. A number of tourism start-ups have come up in recent times to tap the latest hyperlocal trend of which SeekSherpa, Padhaaro, GuideTrip, Tushky and Be The Local are the few. They offer hyperlocal tours of the place, local cuisines, and local markets and also arrange haunted tours, photography tours and tours of local industries. The market for these start-ups is very strong, almost about 10 million tourists. The Ministry of Tourism reports that the market in India is worth $3 billion and if you look globally, it is around $140 billion.
Ways through which the future of travel and tourism combines global access with the hyper-local trend:
- The shift from the use of guidebooks to the source- the guidebooks are compact and don’t cover the less popular towns and new attractions. By using the internet we can directly visit the source by getting information from the local blogs and other local cultural publications.
- The trips can be planned in a better way using social media. Use Instagram geotags to look out for the country or town you would like to visit. Look through the popular travel photographers on Instagram, their location-specific geotags and hashtags. You can also find a number of Facebook groups who focus more on travel and tourism. These will surely guide you.
- There’s no problem staying in unexpected and otherwise inaccessible places. The rental platforms like Airbnb, VRBO, HomeAway, CouchSurfing can help you find apartments and homes there.
- It is possible to discover a city’s every day delights. The tourist version of a city is quite different from the everyday version. With the advancement in technology, at the touch of a button, you get the map of the place before you. You can read reviews from local tour guides and other visitors and select the spots of your choice.
- Travel the world crossing the local barriers like language, transportation logistics, etc. No longer are the people only interested in visiting the big cities where they can reach with ease and share more or less the same culture as theirs. Today, people are exploring small places speaking different languages with excitement.
Today’s sharing economy and the latest technology has completely changed the travel and tourism industry. People of all ages are very excited to experience something authentic and real like local food and other local specialties. There are many side businesses also which have flourished with the travel industry like advertising firms, hotel industry, florist’s centers, accounting firms, etc.
For Example- City Walker is a hyperlocal tourism app which helps users find themselves within 15 minutes walking distance the places of their choices like those offering food, shopping destinations, entertainment spots, etc. The app uses references to the places suggested by locals. Tour to Feast helps tourists enjoy the culture of the region through its’ food. They have created food itineraries in various places.
This guest post was written by Hari Babu. Check his blog at techariz.com