2024.
In 2022 we saw the road to recovery with buzz word - "revenge travel” - on everyone’s lips. In 2023, travel reached record highs as the desire to be outdoors, in a new environment, and exploring continued and even grew stronger. For 2024 we have found that desire isn’t tapering off, but the approach to it is changing - it had become the year of traveling with intention. Making decisions with purpose and intent is how travel choices are being made in the year ahead. Not traveling just for travel’s sake, or the desire to “get away,” but doing so with specific, intended approaches. As we navigate this deliberate way of traveling, we must meet the consumer’s needs for what this looks like with thoughtful and personal plans and ideas.
Your 2024 PR plan, a dynamic proposal of ideas, approaches, creativity and tactics is here to guide us through the year ahead and navigate your target guest toward you - based on their own desires.
Once again, it lives on your own personal website and we will refer back to this roadmap often, adjust where needed, and move forward with a clear and defined direction for success ahead.
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Trends
Solo “Independent” travel
The popularity of solo travel - also known as ‘independent travel’ - over recent years shows no signs of slowing down in 2024. Statistics show female travelers are flying solo the most, but it’s a variety of people who choose to take on this growing trend, as travelers no longer want to wait for friends or family members in order to getaway.
off the grid travel
The rise of off-grid travel continues to be a leading trend this year. Travelers are looking for unique destinations and experiences that allow them to switch off, disconnect from the hustle and bustle and reconnect with nature.
OTHERS TO WATCH
Sleep Tourism - TikTok Trends - Wellness Travel
AUTHENTIC TRAVEL
Trend reports show that travelers feel a trip is more worthwhile if they fully immerse themselves in the local community during their visit. Whether it’s connecting with locals through authentic experiences, voluntourism, shopping at small businesses, or dining at local restaurants, travelers are crafting itineraries with the intention of fully experiencing everything a destination has to offer.
“WE TRAVEL, SOME OF US FOREVER, TO SEEK OTHER STATES, OTHER LIVES, OTHER SOULS.” – ANAIS NIN
Key Story Angles
best of both worlds: lakeside and cityside
With an objective to grow awareness of Guatemala as a hot destination and drive traffic to Casa Palopó and Villa Bokéh, agency to showcase Lake Atitlán and Antigua as separate destinations and experiences. Agency aims to showcase how both properties are close enough to do in one trip and offer a different experience, allowing travelers to experience the destination in a more real and holistic way.
CULTURAL CONNECTIONS
Agency will work to highlight the ways in which Casa Palopó and Villa Bokéh value the importance of the local community and take great pride in showcasing Guatemalan culture throughout the properties. Carefully curated art, photography and textiles, creative programming and local partnerships allow guests to have an upscale, luxury hotel experience sans the stuffiness.
VACATION IN THE RAW
Guatemala hasn’t been oversaturated in the media, creating a prime media opportunity. Agency to paint a vivid picture of both hotel experiences and ways it encourages guests to immerse themselves in the surrounding environment. From visiting Lake Atitlán’s towns by boat, to participating in a textile workshop in Antigua, to the location’s accessibility to off the beaten path experiences like Acatenango volcano, guests can experience Guatemala in the raw.
KEEPS GETTING BETTER
Casa Palopó and Villa Bokéh continue to expand on their beautiful footprint in Guatemala with exciting news such as the addition of Kinnik. Agency to pitch story ideas to architectural, design and culinary publications about both properties just keep getting better than before.