Leveraging Authentic Local Destinations and Experiences to Generate Demand

To start this conversation focused on authentic hospitality an operational definition that I like to use is that “Authentic Hospitality” is sincere and as easily given as a smile. It can be formal but not mechanical and is welcoming and helpful.

Authentic hospitality is demonstrated in the service we provide and connects us to a concern for our guests, our co-workers, our communities, and our business goals. To carry this concept further, the above definition infers that authentic hospitality can be an act of service. Authenticity is relevant for people, noting that some people come across as very authentic in the interactions, engagement, and communications. Some places are described as authentic, which ties to heritage, culture and experiences relating to sustainability.

By definition authentic is considered real or not false. One example used is that of authentic accents offering visitors authentic cultural experiences. For a personal assessment that could mean being true to your own personality, and character. As noted, authenticity differs by personal belief and as some say that finding an authentic place or person means worthy of acceptance or belief that the person or place is what it says it is.

Authenticity is also noted in DECA’s Seven Pillars of leadership connecting authenticity ties directly into serving as a vital personal trait in becoming an effective, ethical, and professionally responsible leader linked to authentic leadership in DECA aligns closely with these core values and guiding principles: integrity and ethics, effective communication tied to self-awareness and community connection.

Finally, authentic service and ambiance relates to using the setting, its products, and services to enhance the guest’s enjoyment. Collectively these definitions and or frameworks for authenticity relate directly to sustainability.

Defining Authenticity

The word “authentic” is used liberally in the tourism industry: Travelers are invited to eat “authentic” food, participate in “authentic” cultural activities, and stay in “authentic” homestays. Ties to authenticity, sustainability, as popular and necessary as it is, is still not understood and appreciated by many people.

Sustainability is inclusive of environment and includes communities, sustainable employment (human resources), and it is inclusive of working with business and allowing for profitability, that is the Triple Bottom Line (social, economic, and environmental). Sustainability can be seen clearly in tactics such as farm-to-table efforts and food or culinary tourism in general. I argue that food or culinary tourism related to a sense place assists and support an authentic destination.

To understand guests’ thoughts that could closely relate to their behavior about appreciating local foods is vital to an authentic experience. One’s perception of what is exotic, inedible, or palatable depends on one’s personal tastes, cultural preferences, and aesthetics. Visitors are interested in local and regional foods and their ties to history and culture. Regional foods could be a great addition to the tourism product mix and promoting food tourism.

Think about signature foods and or meals. Items that come to mind when destinations are named and discussed below. For example, I am from the Boston and area that for food means clam chowder, fried clams, lobster, and all sorts of other seafoods. In Colorado, game meats are popular and visitors expect elk, venison, bison, rattlesnake and more. There are more items and foods to be named in these destinations, and each are part of the authentic nature of the area.

Additionally, we lived in Memphis for several years and food items there are BBQ (tomato-based sauce), fried local catfish and more. In a one restaurant I ordered fried catfish, which I like very much, but immediately noticed a difference in taste and texture, the catfish, upon further investigation had been imported and was not local, and meat was “mealy” almost mushy. That is just not authentic, and that quality concern was something corrected quickly by the restaurant. Also, travelers are increasingly drawn to street food tours, neighborhood food trails, local markets and producers, cooking classes using regional ingredients. Culinary immersion is one of the strongest drivers of local engagement and shareable experiences.

Guests are no longer satisfied with simply visiting a destination; they want to understand it, engage with it, and feel part of it. This shift is at the heart of the “Live Like a Local” trend. Hotels too are changing to embrace the role as platforms for cultural immersion travel and meaningful engagement. I recommend hotel managers and decision makers assess their current role and embrace managing experiences and providing accommodation. For example, hotels can be the facilitators of connecting with artisans, guides, chefs, and multiple community organizations to create and connect experiences. The premise is that bundling immersive travel experiences with accommodation can increase length of stay potentially revenue per guest.

Tactics to consider include, embedding local identity into a property, design storytelling opportunities and programming, support independent exploration: digital guides, curated itineraries, and local recommendations.

For example, the Freedom Trail in Boston is a great example of immersing yourself in the city of Boston via history while connecting with the present. The consideration of community impact- tourism principles by ensuring local partners benefit directly is critical to sustainability and supported by authentic experiences. Also, hotels and other hospitality businesses can focus on personalization utilizing guest data to tailor recommendations in general or specific experiences. The recommendation is to position a hotel, or your hotel as a hub for cultural tourism that embraces sustainability, heritage, culture and the environment, and therefore support sustainable business. Authentic travel where guests actively seek to experience the everyday life, culture, and traditions of a destination through local travel experiences. The argument is that potential guests are now choosing hotels based on how a hotel facilitates experiences.

Storytelling via hotel representatives, guides, via digital channels and more is helping hotels and other hospitality businesses attract guests by offering authentic experiences. These offerings can include walking tours led by local historians, going behind-the-scenes access to heritage sites, and sharing storytelling that can bring history to life. As an undergraduate I had a history professor that used storytelling as a lecture technique and he was captivating. It was like having my grandfather tell me a story twice a week. Operations can also integrate wellness experiences such as traditional therapies and healing practices, guided nature walks and eco-experiences, activities linked to the local environment

To promote an authentic destination effectively and efficiently, destinations whether communities and or standalone resorts etc. need to coordinate their efforts with tourism planners and researchers and start by researching and defining their target segments and the markets they are pursuing.

Define and Identify Your Authentic Guests

Authentic guests in this case means your guests that are seeking these experiences. More generally, demand generation marketing refers to the collective marketing activities designed to create awareness and interest among potential buyers. Start by defining for yourselves demand generators and segments and sectors. Demand generation is the strategic , integrated approach to creating awareness, interest, and engagement around your products or services with the ultimate goal of driving revenue. By defining the characteristics that represent your best-fit guests you can tailor your marketing and promotion efforts. Note that you can be inclusive of geography, location, population etc. and relate to the stage of your efforts, introductory, growth, and maturity.

The 2025 Hilton Travel Trends Report highlights a growing trend: as life accelerates, “slow travel”—the desire to travel like a local—is on the rise. Specifically, 73% of global travelers now seek more authentic, local experiences to fully immerse themselves in a culture, especially when traveling with children. This trend reflects a growing desire to engage deeply with local communities, traditions, and lifestyles, creating meaningful memories and fostering cross-cultural understanding. For example, Galena Country Tourism (Illinois) recently wrapped up a deep dive into resident sentiment, highlighting how important it is to value local voices and adapt your integrated marketing to reflect the community’s heartbeat. It’s a playbook for authenticity that’s gained traction in 2025.

Hotel Authenticity

Hotels can create their own stories and share those with guests, solidifying their authenticity and building trust. Tactics for this effort can include, educate and engage with programs and partnerships locally. Stories can include diverse voices from all occupations. Share also your progress and improvements. Renovations are another great way to share with guests your pride and belief in your property. Be honest and open, and therefore authentic.

Additionally, efforts to include Augmented reality (AR) and Virtual reality (VR): VR experiences can be positive tools to highlight authenticity. Craft lodging , another authenticity term emphasizes character, and personal touch and it speaks to travelers who want a story to take home and share. This style of travel has adopted the term Craft Lodging, offering a sense of place. A sense of place is sought by guests and appreciated by employees.

I love an old hotel! Old hotels need to be maintained and kept up to date for safety and security, but an old hotel has history, authenticity and embraces sustainability. I have many favorites, remembering I am from Boston, these include The Parker House and the Copley Plaza . The Parker House is also (food authenticity connection), the home of the Parker House Roll and Boston Cream Pie . Additional hotels I would recommend for exploration in person or virtually to scan for their stories, and history and authenticity include; the Grove Park Inn (Omni), Asheville, North Carolina, the La Fonda , Santa Fe, New Mexico, the Hotel del Coronado , Coronado, California, the Greenbrier , White Sulphur Springs, West Virgina, the Ahwahnee Hotel in Yosemite National Park, (California) the Palmer House , Chicago, Illinois, the Grand Hotel on Mackinac Island , Michigan, the Mount Washington Resort and Spa , Bretton Woods, New Hampshire, another Omni, the Middlebury Inn , Vermont, the Brown Palace , Colorado, the Peabody Hotel, Memphis, Tennessee and the Old Faithful Inn in Yellowstone National Park, Wyoming.

There are many other properties, to discover and examine for their authenticity. What can we learn from signature hotels about authenticity? An old building, historic or not, can provide a great venue for a lodging facility that embraces sustainability in its maintenance and renovation tactics. This model of reuse of building and authentic structure could work for all lodging properties, brands, independents, new construction, and renovations and destination sin general.

These historic properties have a distinctive character, invest in personalized service, and build and maintain deep connections to their communities. Therefore, they strive to maintain their authentic nature and remain true to their history and era of their creation and construction. For example, a restored inn with locally sourced breakfasts from a nearby farm, or a historic B&B with a host who knows every neighbor, or a boutique retreat where staff know guests by name are the hallmarks of Craft Lodging.

If you visit hotel properties and or destinations in person or online, I suggest you create a check list to see if you can identify their tactics and overall strategies that embrace authenticity. Some of the topics we have discussed in this article can be multiple strategies and tactics for an authenticity framework. These include sustainability, partnerships, virtual reality, storytelling, social media and marketing tactics.

For example, in storytelling brand marketing which has become a common practice and has proven to help build strong emotional connections and brand loyalty. A story about destinations and hospitality properties refers to a series of events created by a company that reflects the origin, development, and evolution of the brand, such as its establishment, significant success or crisis and the future development prospects, or specific events related to the brand/product usage experience created by consumers. It is the art of creating a compelling story about a destination and its hospitality operations which can create an authenticity connection with guests and potential guests. Stories are about characters , companies, and related people I would argue can create an authentic connection for destinations and its businesses and its people.

Another tactical example can be Virtual reality (VR). VR can enhance satisfaction and confidence about guest booking decisions and helps a lodging property to stand out from the competition. I see VR as a tool for authenticity that can provide, for example, diverse simulations exploring a destination and local attractions. For example, Accor Hotels has released an app that enables customers to tour selected cities and landmarks virtually .

Additionally, partnerships are a natural vehicle and tool for authenticity efforts. A partnership environment can allow functional areas to be more collaborative with a common goal. Authenticity cannot be communicated alone, and many businesses and destinations are often needed to make a connection. Partnerships with multiple community partners can help market and sell an authentic destination and its community.

Finally, it is essential that destination and hotel managers find ways to keep on top of sustainability trends in the hospitality industry . For example, our National Parks represent benchmark exemplars of ecosystems that struggle with access and hospitality infrastructure issues daily. National Parks are also part of the fabric of the Authenticity of the United States of America.

The layering and applicability of sustainability will help hospitality create a sustainable hospitality and tourism operating model that embraces authentic destinations, businesses and communities. Sustainability synergy means that destinations, operators, managers, and decision makers are realizing that achieving operational excellence requires more than just individual effort, it takes true teamwork.

Going Forward

The demand for authenticity means that travelers are seeking out what is unique, original, and rooted in the local context. Authentic local experiences allow travelers to engage with a destination in a meaningful way. Whether it is street food in Singapore, making pasta in Italy, or volunteering in a village somewhere across the globe travelers are increasingly drawn to meaningful narratives and unique personal experiences. Additionally, authentic travel can be thought of as a vehicle for personal growth and self-expression. Beyond relaxation or entertainment, today’s journeys are increasingly framed as opportunities to learn, reflect, and evolve. This desire aligns closely with the rise of authentic travel, which often involves stepping out of one’s comfort zone and engaging with unfamiliar ways of life.

Activities and experiences like homestays, learning a craft or eating unique foods allows travelers to return home not only with souvenirs but with broadened perspectives and a deeper understanding of the world. We also live in a world of social media and travelers and guests are constantly taking photos on their phones and almost immediately post those photos on social media accounts to share and relive the experiences. Social Media platforms Pinterest and Instagram to find the places they want to see and experience on their own. These social media platforms have almost taken the place of photo albums and allow travelers to immediately share across their friends and families.

While authenticity is a strategic concer n in hospitality, it is necessary to identify authenticity themes, such as reflective immersion (cultural integration, design principles, guest engagement, and emotional responses) and narrative immersion (authenticity of experience, hospitality environments, and cultural experiences). Cultural integration within hospitality experiences represents a thoughtful and increasingly vital avenue through which the industry seeks to cultivate authenticity, emotional resonance, and memorable engagement for guests. Through local architecture, indigenous culinary traditions, interpersonal rituals, and curated guest-host encounters, hospitality providers have the potential to reveal the intangible essence of place and people.

Authentic experiences and travel for example can benefit the recovery of a region’s harsh weather and disasters. As noted on ABC News, in Asheville, North Carolina (NC) for example, business owners have hoped tourism would rebound since Hurricane Helene and flooding from days of torrential rain caused widespread destruction to the city’s landscape, buildings, and infrastructure in September 2024. Recovery has been slower than hoped but what this event did was to create a different type of traveler to Asheville and Western NC in general.

Different than usual types of guests, tourists and travelers in Western NC are the day-trippers driving in from South Carolina, Tennessee, and other parts of North Carolina to spend several hours floating down the French Broad River for around $30 per person. In addition to the day trip for tubing, day visitors get a meal, a drink and shop or visit other local attractions before heading home. A local tourism professional called this a win for Asheville and she is correct. The story here is the resiliency of the citizens of Western North Carolina (NC) and Asheville and surrounding environs in particular sharing their authentic stories and recovery effort.

Asheville, always a tourist destination, and smaller communities, like Sylva, North Carolina have become popular destinations for locals and regional tourists in the post pandemic era. The choice of destination was not so much taking the road less traveled, but it is discovering local authentic tourism and communities with something to offer.

Maintaining authenticity in tourism creates an authenticity goal. Authentic destinations and individual properties have managed to retain historical charm and cultural authenticity, through historic preservation, architectural preservation, local experiences, community engagement, and natural beauty.

These factors connect our discussions, of authenticity to sustainability which frames cultural and heritage tourism, environmental preservation and conservation which ties together authentic local experiences to create and share unique and special opportunities for guests.

Reprinted from the Hotel Business Review with permission from www.HotelExecutive.com.