Adaptation in Travel Advice
Scott Wegener, the Head of Asia Pacific at Tripadvisor, emphasizes critical strategies for travel advisors amidst evolving travel trends. Here are four essential takeaways shared by Wegener during the opening keynote at ITB India 2025:
- Curate Travel Packages: Focus on building travel experiences rooted in storytelling and local engagement.
- Target Younger Generations: Design offerings appealing to Gen Z and millennials, who represent a significant portion of travel expenditure in South Asia.
- Engage with Local Communities: Invest in sustainable and authentic travel practices.
- Utilize User-Generated Content: Leverage real travel stories to animate travel experiences.
Wegener concludes that businesses moving beyond traditional tourism will resonate deeply with the emerging travel demographic, influencing the future trajectory of global travel. He cites ongoing initiatives, such as the ‘Tourism is Everywhere’ campaign by the Hong Kong Tourism Board and digital immersion experiences by the Uttar Pradesh government, that illustrate these trends in action.
Wegener shared a profound quote from Anthony Bourdain that encapsulates the transformative nature of travel: “Travel isn’t always pretty, it isn’t always comfortable. Sometimes it hurts, it even breaks your heart. But that’s okay.” With this in mind, he encourages travelers to seek enriching experiences that leave a positive impact.
Representative Image - Couple enjoy travel through Southeast Asia contemplating the views of Mua Cave, Vietnam.
