I’m not just worrying about Millennials…. I am worrying about the American consumer being left in the dust in general (especially as Millennial have some serious hurdles when it comes to luxury hotels)… which is fine.  But like the GOP not understanding it’s shifting demographic, it surprises me that both business and consumer don’t really see the shift away from interest in US consumers.  We’re still relevant, for now. We will always be a niche…. but the future consumer is Asian, and I don’t think our United States is totally aware of the shift towards Asia.  The thought came from listening to a Bay Area travel writer’s take on Western Travel writer’s writing in context of “White people discovering things”. I think a lot of people in the comment section just don’t understand, or are coming from the personal “white privilege” perspective of “I am not racist, so I don’t understand your point of view”.  But her point is REALLY well taken.  I know there’s hipster guides, niche travel communities, etc… but I believe she is speaking about the typical travel mags.

KQED Perspectives as heard on 88.5FM NPR: https://www.kqed.org/a/perspectives/R201410300735

Here was my response:

As a white guy in the travel & hospitality industry, I dig this. A lot. The “move past travel writing from a white perspective” isn’t meant to alienat or be negative… it’s an important point. Lonely Planet, Travel & Leisure, Conde Nast Traveler, National Geographic Traveler, Afar, Coastal Living, Sunset, and other travel publications should listen.

It’s not meant for the savvy consumer of travel writing who knows that there are, literally, endless takes and angles on every culture by every culture. A Brazilian in Italy? No problem. A Nigerian in Costa Rica? You bet. A Siberian in Scotland? Yes, again. There’s every option available.

That does not negate her point that major travel publications are wholly built around this aging target demographic about the mythical “white discovery” narrative. I know it’s likely about demographics and their circulation audience, IE who the people think they are writing to. I also know that any paper / digital publication that employs talented writers is going to be a tough business. But Yu has a fantastic point in that there are certainly niche market opportunities to start travel writing to specific target audiences. With emerging markets, I would suggest Brazilians, Indians, and Chinese to start travel guides around US cities, by and for their people. It takes someone to point out the issue, succinctly, for major people to take notice. Maybe this is that. Thanks for the thoughts.

 She then asked, “ I’d love to hear about how you are seeing the travel/hospitality industry change now that China has become the #1 exporter of international tourists.”

I said:

All you need to do is look at Hawaii. Gone are the gimmicky Polynesian designs, and like a plant towards the afternoon sun, the entire travel market is positioning towards China. Their middle class is larger than the population of the US, and it’s fairly obvious the US consumer isn’t really aware of how irrelevant we are. A good example is Maui’s new “Andaz”, a Hyatt brand that has sleek and minimalist lines of luxury with an eastern motif, rather than Hawaiian, etc. The history of the 21st century will be written by Asia. It’s just whether hospitality can be nimble enough to court a new breed of traveler without alienating their original feeder market. I almost wonder if it will displace US travel to Hawaii, etc… there are some serious travel and etiquette differences that will be very challenging to operate in, with those curious and different cultural expectations, etc.

But here’s what I feel and see: The entire US economy is pivoting towards Asia, hungrily, while patting the head of the American consumer so as not to think we are being left behind.

I’ve given stats and data about this as far back as early 2012, and last year (about reaching emerging markets) as well.

So there you go.  Hawaii is just one example.  There’s many, many more, but I would like to hear what your thoughts or experiences are in relation to the pivot towards an Asian consumer.  I know National Parks and other icons of the US are speaking about this very thing…. and just how to reach that burgeonoing market, where you have travel agents using Agoda, Rakuten, or Expedia to book rooms in the US.  There’s a lot of systems to iron out, and growth to make it work…. but it’s a coming tidal wave.  Anyone who has had experiences reaching this market, or experiencing hosting these travelers, I would love to hear your take!

About Michael

No Comments

Be the first to start a conversation

Leave a Reply

You must be logged in to post a comment.