To better understand what today’s travellers truly value, ToursByLocals conducted a survey exploring their preferences and priorities when it comes to seeking out genuine travel experiences. The results? They’re clear, compelling, and reinforce the very foundation ToursByLocals was built upon.
Key Finding #1: The “Trust Shift” – Human Connection and Local Expertise Trump Digital Hype
Data has illuminated a clear “trust shift” in how travellers seek authentic recommendations, revealing a significant preference for genuine human insights over digital sources.
- Friends and Family: Topping the list as the most trusted source, with an average ranking of just 2.45 (where 1 is the highest). The power of personal experience and trusted relationships remains paramount.
- Local Residents: Close behind, with an average ranking of 3.05, locals are unequivocally valued as reliable authorities on their destinations. Travellers recognize their firsthand knowledge and authentic perspective.
- Interestingly, despite the pervasive influence of social media, social media influencers proved to be among the least trusted sources for authentic travel advice, with a mean ranking of 5.47.
- Similarly, AI travel assistants also ranked low in trustworthiness (mean: 5.07), indicating that travellers still heavily prioritize human connection and lived experience when seeking guidance for their journeys. The human element, particularly the insights of locals, clearly outweighs the allure of algorithmic suggestions.
This finding directly validates the core of ToursByLocals. We connect you with vetted local experts who are those trusted insiders. Our guides offer firsthand knowledge and recommendations you simply won’t find in guidebooks or on generic online platforms.
Key Finding #2: The “Escape the Crowds” Imperative – Travellers Seek Authentic Local Connections as Antidote to Overtourism
In an era where headlines frequently highlight the overwhelming impact of overtourism on popular destinations and their major attractions, our data reveals a compelling counter-trend: travellers themselves are actively seeking alternatives. An overwhelming 66.24% of respondents indicated they are either “Very likely” (25.15%) or “Somewhat likely” (41.09%) to forgo visiting a popular, “must-see” attraction if a trusted local suggests a nearby “hidden gem” offering a more unique and less crowded experience.
- It’s clear that travellers aren’t just passively tolerating overtourism; they are actively seeking experiences that offer respite from the crowds and a deeper connection with the local culture. The allure of a “hidden gem” recommended by someone who truly knows the area far outweighs the desire to simply tick off a famous landmark. This desire for less crowded, more authentic experiences directly fuels the value of local connections.
- ToursByLocals empowers you to do just that. Our local guides specialize in uncovering those hidden gems and crafting personalized itineraries that go beyond the typical tourist trail. They can lead you to local markets, tucked-away cafes, and experiences that offer a true taste of the destination, far from the madding crowd.
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The desire for truly authentic and off-the-beaten-path experiences isn’t just a passing interest; our data reveals a significant willingness among travellers to invest effort in pursuit of it. High percentages expressed openness to: waking up significantly earlier (48.60%), trying unusual or adventurous food (46.15%), and traveling an hour or more outside main tourist areas (38.20%).
While travellers show a remarkable willingness to go the distance for authentic experiences, ToursByLocals acts as a crucial bridge, often making these immersive encounters more accessible and seamless. Our local guides possess the intimate knowledge and resources to curate experiences that align with this adventurous spirit, potentially without requiring travellers to navigate all the logistical complexities on their own.
A local guide can:
- Organize transportation to that hidden gem an hour outside the city, eliminating the need for travellers to figure out unfamiliar public transport or car rentals.
- Plan itineraries that maximize authentic experiences within a reasonable timeframe, perhaps focusing on a culturally rich neighborhood that doesn’t necessitate a very early start.
- Lead that “early morning hike” safely and efficiently, knowing the best routes and viewpoints, allowing the traveller to focus on the experience rather than the logistics.
- Introduce travellers to truly adventurous local cuisine in trusted and authentic settings, removing the guesswork and potential discomfort of venturing alone.
Key Finding #4: The “Spontaneous Detour” – Embracing Local Wisdom in Real-Time
Travel plans are increasingly becoming more flexible, with travellers open to the unexpected advice of locals encountered during their journeys.
- Our survey found that a significant 58.30% of respondents have either spontaneously changed their itinerary based on overhearing local conversations (33.60%) or have been tempted to do so (24.70%). This highlights the value of real-time, on-the-ground insights.
- This is where the magic of having a local guide truly shines. ToursByLocals guides offer that very real-time, insider perspective. They can adapt your itinerary on the fly based on local events, unexpected discoveries, or even a casual conversation, leading to those serendipitous and truly memorable travel moments you wouldn’t find in any guidebook.
Embrace the Local Way to Travel with ToursByLocals
“Our “How Lo(Cal) Can You Go” survey has illuminated what we at ToursByLocals have always believed: that the most authentic and enriching travel experiences are rooted in local knowledge, trust, and a willingness to explore beyond the ordinary. Travellers today are seeking more than just sightseeing; they crave genuine connections, unique discoveries, and the opportunity to experience a destination through the eyes of someone who calls it home.”
