Modern travel has made it incredibly easy for guests to travel to pretty much anywhere on this planet, so what’s drawing them to your destination? Why are they willing to pay thousands to sit on a cramped plane for 10, 15, 20 hours just to spend a week in your corner of the world?

Often, the beauty of a destination is what pulls guests in, but that’s only part of the equation. The high-value traveler cares more about beauty – they care about all the sensory pleasures: trying new foods, immersing themselves in the arts, getting to know the people and their traditions & customers… You might say they are seeking something different from what they are exposed to at home.

Culture is complex, made up of both visible & invisible, tangible & intangible notions and ideas. We see this in the ‘cultural iceberg’ below. The more a place resists globalization (becoming like every other country) and the more they hold on to the unique characteristics that make them special, the more they stand out.

So, if guests are looking to experience an authentic expression of your culture, how can you as a hotel deliver this to them? Opportunities lie not only in the way you decorate or the breakfast you serve, but in the moments & experiences you orchestrate across the guest journey. Let’s explore this further.

One of the simplest ways to introduce guests to your culture is by storytelling. Sharing anecdotes & lore throughout history is not only entertaining, but it also helps guests develop a more emotional connection to your destination. Storytelling is not limited to words on paper or oral means, you can tell stories through art, movement, symbolism, rituals… the more interactive and sensorial the story becomes, the better!

In Italy, Borgo Egnazia does this better than most. They create festivals on the hotel grounds, and each festival honors the symbols of Puglian culture in dazzling ways. Watch how they celebrate the cherry in this incredible experience: click here 

But you don’t always have to tell a story to create an immersive cultural experience. Sometimes just exposing guests to cultural ideas and tangible touchpoints is enough to create a meaningful moment. This is where the idea ‘live like a local’ comes into play.

For example, what can you leave in a guest’s room or have in a lobby that is something well-loved by locals? Perhaps a game, or a wellness tool, a favorite snack, a handmade object, or even a playlist of curated songs can become an invitation to explore deeper.

One of my favorite examples is from Maison Metier, a property in New Orleans that has a luxurious yet personality-packed aesthetic. Besides each bed is at this hotel is a voodoo-inspired heart box. The Louisiana artist calls these boxes her “Valentine to my most favorite city”. Each box contains a hand-painted fortune card and other curiosities that tell a deeper story of the local lore.

What happens when you stop treating guests like tourists and start treating them like they are visiting friends? No one likes to feel like a stranger or outsider, and creating experiences that connect guests with the locals can be the ultimate value-add. If you are hosting experiences that only include hotel guests, you might be missing the point of cultural immersion.

This can also help bridge the divide that we often see in destinations where the locals want nothing to do with the visitors, which can be very detrimental for the welcoming vibe of a place. Partnering with locals to host ticketed activities & experiences is something we’re already seeing a lot of hotels doing, but they are often closed to the public. Perhaps it’s time to re-evaluate this strategy!

Are you currently creating culturally immersive moments throughout your guest journey? And more importantly, are you putting your own spin on the experience so it doesn’t feel cliché or ‘already been done’? This is a fine line to walk! You want to honor your heritage, but do so in a way that is unique to your property.

So go ahead – consider this permission to break free from any rigid cultural concepts and bring your own flavor to it. After all, you are shaping your culture as much as everyone else! When done thoughtfully, guests will appreciate getting to experience your destination through your curated lens.