Hipster neighborhoods in city-break travel
This following article was published by ETOA, European Tour Operator Association, 20.11.2015. We have been commenting many times in our meetings with DMOS and other travel trade representatives there is more relevant to see how the visitors stays are prolonged rather than only bednights volume. Also there is in every destination a geography of fear where the locals consider travel destination boundaries totally differently than visitors. This has been for many quite shocking piece of information how small the "territory" of domestic or foreign visitor's visiting area is. Now ETOA sees here some interesting issues in city-break travel.
"A regular feature of World Travel Market is the release of research company Euromonitor’s Global Travel Trends report. This year, one of its main themes for Europe is the rising popularity of the Hipster holiday. So, what’s this about? The inevitable pattern of visitor flows in most city destinations is towards well-established tourist areas and attractions. But more recently, there has been a growing tendency to explore areas outside the mainstream as Hipster neighbourhoods have expanded.
The typical characteristic of these zones is a population of young professionals drawn to an area that was once undesirable but has now become now trendy. And their “hipster” inhabitants are typically followers of latest trends and fashions, in particular those that are outside the cultural mainstream.
Tourists are now embracing these districts, seeking to experience the Hipster culture which typically involves pop-up restaurants, vegan cafés, independent shops and craft galleries. A key factor in the development of the phenomenon has been Airbnb and its peers opening up these areas to tourists; many lack hotels, with private rentals often being the only option for staying locally. While boutique hotels have started opening up in Hipster areas, most hotel chains are likely to struggle due to the independent nature of consumers.
Some of the leading Hipster areas include Kreuzberg in Berlin, District VII in Budapest, Sodermalm in Stockholm, Malasana in Madrid, Miera iela in Riga and Dalston/Hoxton in London. Not surprisingly, Millennials are the main visitors, on the hunt for foodie experiences, artistic and creative hang-outs and shopping.
The Hipster trend is broadening the fabric of European cities, and is especially relevant as some destinations respond to over-crowding by encouraging tourists to experience more than just the most popular areas. It’s also a trend consistent with the growing interest in authentic tourist experiences, giving tourists an opportunity to get closer to the way that locals live. And it’s being embraced by tour guides and sites such as Vayable, which offers hipster tours of specific city districts, often delivered by local residents to provide authenticity. Online travel guides including Likealocal and Travelsofadam have also developed guides to many of these destinations, listing up-to-date reviews of the ever-changing Hipster scene."
If you are interested more about how to prolong the length of stay and what is geography of fear, please contact ToolBox representative. We have some ideas how to improve travel destinations length of stay and improve the situation of geographical fear.
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