The Age of Average in Tourism
In the world of tourism today, everything looks the same. (More or less).
You know the type: the same hotels with the same logos, the same websites with the same content, the same generic experiences that feel safe but fail to excite. The "Instagrammable" moments are more or less the same wherever you go, from Reykjavik to Rome, from Bali to New York.
What happened to distinctiveness? To unique experiences that make you stop and think, wow, this is something special?
Tourism, much like art, has fallen into the trap of sameness. It’s all about what people expect, not what they never saw coming. What was once a reflection of a destination’s culture, its people, and its landscape is now molded to fit a universal formula. From boutique hotels in the heart of Paris to luxury resorts in Bali, they all feature the same minimalist design, sleek furniture, and sanitized experiences. AirBnB, hotels, resorts, they’ve all adopted the same aesthetic, and in doing so, lost their individuality.
The travel experience has become a checklist. A search for "authenticity" that only leads to cookie-cutter experiences. You’re seeking local charm, yet you end up with the same coffee shops and the same branded experiences as you would find in New York, Tokyo, or Cape Town. No surprises, no wonder, just a polished version of what everyone else has already done.
So, what happened? We lost courage. We’ve played it safe, looking to others for direction rather than carving our own path. The same raw wood, Edison bulbs, and white walls have permeated every space from coffee shops to boutique hotels. We want to make things feel "local," yet all we’re doing is following a global formula that can be replicated anywhere. The same cheap industrial lighting, the same furniture, the same recycled aesthetic. It’s like trying to find authenticity by wearing a "vintage" t-shirt that was made yesterday.
But here’s the good news: In the age of average, there’s an incredible opportunity. The sameness creates space for the bold to stand out. The travel industry is drowning in mediocrity, but that opens the door for those who dare to break away from the norm. When everything is predictable, the unexpected is what will get people’s attention.
When everyone else zigs, it’s your chance to zag. You don’t have to follow the herd. You can create travel experiences that are authentic, not just “authentically” manufactured. Imagine creating something that isn’t just another recycled "local experience" but is rooted in true, vibrant local culture, history, and innovation. The future of tourism isn’t in mimicking what’s worked for everyone else; it’s about breaking the mold, offering something that feels new, that sparks joy and wonder.
The world is crowded with "safe" travel products, places and experiences that look the same, feel the same, and ultimately fail to create lasting memories. But in this vast sea of mediocrity, there’s space for the innovators, the dreamers, the ones who aren’t afraid to break away from the norm. This is where the opportunity lies: to offer something unexpected, something unforgettable.
Now is the time to reclaim what makes travel exciting. Cast aside the expected, and bring originality back to tourism. Instead of doing what everyone else does, ask yourself: How can we do this differently?
The age of average might be here, but it doesn’t have to define the future. Creativity is your ticket to standing out. It’s time to create travel experiences that break the mold and capture the imagination.
