Every travel brand is chasing the holy grail of “authenticity.” From immersive cultural tours to locally sourced menus, the word has become a staple of marketing campaigns. Hotels, tour operators, and restaurants all promise experiences that connect travelers to the heart of a destination. But for many guests, these so-called “authentic” experiences feel more like carefully staged performances than genuine encounters.
Why? Because authenticity can’t be manufactured, and today’s savvy travelers know the difference. They can tell when a “local” experience is curated for Instagram rather than rooted in real tradition. They recognize when a cultural tour is designed for entertainment rather than education. And they certainly notice when a hotel’s commitment to “going local” stops at the gift shop. Instead of fostering connection, these surface-level attempts at authenticity can leave travelers feeling like they’ve been sold an illusion rather than a meaningful experience.
So, where are travel brands going wrong, and how can they bridge the gap between marketing buzzwords and real, impactful travel experiences?
The authenticity paradox
In 2022, a Booking.com survey found that 61% of travelers rank “authenticity” as a top priority when choosing travel experiences1. Yet, nearly half of those same travelers reported feeling let down by experiences that didn’t live up to their billing2.
This disconnect stems from the authenticity paradox: the harder brands try to curate “real” experiences, the more artificial they feel. Think of a local artisan workshop where the artisans spend more time posing for Instagram than creating or a “hidden gem” restaurant packed with tourists.
The intent is genuine, but the execution often misses the mark.
What travelers really want
The problem isn’t that travelers don’t want curated experiences; they do. But they also crave a sense of discovery, like the thrill of stumbling onto something special rather than being spoon-fed a prepackaged itinerary. It’s the difference between feeling like an explorer and feeling like a tourist following a script.
Take cultural tours, for example. A Harvard Business Review study found that travelers value spontaneous, unplanned moments—like striking up a conversation with a street vendor or being invited to a local gathering—far more than carefully choreographed activities3. These unexpected interactions create deeper emotional connections to a destination, making a trip feel truly personal and memorable.
The key isn’t to eliminate structure but to design experiences that allow for serendipity. Instead of rigid, back-to-back schedules, travel brands should create room for organic interactions. This could mean offering flexible itineraries that encourage guests to explore at their own pace, partnering with local artisans and community members who share their stories in an unscripted way, or simply providing recommendations that lead travelers off the beaten path without dictating every step of their journey.
At its core, authenticity isn’t about what is being offered; it’s about how it’s experienced. When travelers feel like they’re uncovering something real rather than participating in a staged performance, that’s when an experience becomes truly unforgettable.
The pitfalls of performative authenticity
Travelers can spot inauthenticity from a mile away. Performative authenticity happens when experiences are designed to look genuine rather than be genuine, like where "local" culture is packaged for tourists in a way that feels staged, exaggerated, or disconnected from real life. It’s the difference between a vibrant street market where locals actually shop and a curated "artisan market" set up purely for visitors.
When every detail feels too polished, too predictable, or too focused on optics rather than experience, travelers instinctively recognize it as a performance rather than an authentic encounter. Common red flags include:
- Over-commercialization: When every detail screams “for tourists,” from the overpriced souvenirs to the “traditional” dance show that runs five times a day.
- Tokenism: Highlighting local culture in superficial ways, like featuring indigenous art without engaging with the community behind it.
- Generic experiences: Offering the same “authentic” package as every competitor, without any unique angle or depth.
These missteps don’t just disappoint travelers, they damage trust. A study by Phocuswright found that 72% of travelers avoid brands they perceive as inauthentic4.
Redefining authenticity
If authenticity can’t be staged, how do you deliver it? To truly resonate with modern travelers, authenticity in travel must move beyond theatrics and marketing buzzwords to something more genuine, immersive, and community-driven. It starts by shifting your perspective. Here’s how travel brands can redefine what it means to offer authentic experiences:
- Collaborate deeply with locals: Authenticity begins with genuine partnerships. Work with local communities to co-create experiences that reflect their culture rather than imposing your vision.
- Celebrate imperfection: Not every moment needs to be polished or Instagram-worthy. Let travelers see the messy, beautiful realities of local life.
- Focus on storytelling: Share the history, struggles, and triumphs behind your experiences. A meal becomes memorable when guests know the chef’s story, not just the menu.
- Empower exploration: Give travelers the tools to discover on their own, whether it’s a self-guided tour or tips for connecting with locals.
The business case for authenticity
Authenticity offers a competitive advantage. Travelers who feel a genuine connection to your brand are more likely to return, recommend, and rave about their experience online.
A 2024 report by Skift found that brands emphasizing authenticity see 30% higher repeat bookings and 40% higher social media engagement5. In an industry driven by word-of-mouth, those numbers are hard to ignore.
Authenticity isn’t something you sell, it’s something you enable. Travelers don’t want a script; they want a story they can help write. The brands that understand this will be the ones that stand out in an increasingly commoditized market.
Because at the end of the day, the only thing more memorable than an authentic experience is the feeling of discovering it for yourself.
Sources:
- Booking.com. (2023). 2023 travel predictions. https://www.booking.com/articles/travelpredictions2023.html
- Global Sustainable Tourism Council. (2022). Booking.com 2022 sustainable travel report. https://www.gstcouncil.org/booking-com-2022-sustainable-travel-report/
- Zucker, R. (2020). Thinking of skipping vacation? Don’t. Harvard Business Review. https://hbr.org/2020/08/thinking-of-skipping-vacation-dont
- Phocuswright. (n.d.). U.S. consumer travel report. https://www.phocuswright.com/Travel-Research/Research-Updates/US-Consumer-Travel-Report-Special-Project
- Skift Research. (2024). How authentic experiences shape the new tourism economy. https://research.skift.com/reports/how-authentic-experiences-shape-the-new-tourism-economy/