Culinary Cultural Immersion a Foodie-Forward Travel Trend

Whether for adventure travel or more relaxing respites, travelers are increasingly seeking regionally-authentic itineraries that offer an intimate view of local cultures. In fact, reports show the trend of being “connoisseurs of local culture” will boom this year. “Indigenous tourism and cultural immersion experiences—especially those with culinary components—are white hot,” says travel expert Merilee Kern of TheLuxeList.com. “For culturally AND culinary-minded meanderers, food tourism has evolved into a mission critical travel consideration.” Exemplifying this is data from Venngage underscoring the importance of food in travel, revealing that over a third of tourism spending is devoted to food. In fact, nearly three fourths of millennials—69.4 percent—are “food & cuisine driven travelers,” according to a Destination Analysts, Inc. study, which also revealed baby boomers are like-minded at 62.7 percent.

Interestingly, this foodie-driven travel trend is being bolstered by the private villa vacation sector, specifically, with many such residences surpassing leading luxe resorts relative to authentic epicurean experiences in addition to accommodations and amenities. “Today’s bespoke breed of private villa vacation rentals have become the ultimate ‘victual vacation’ indulgence for leisure and business travelers, alike,” notes Kern.

Another facet of food tourism helping drive demand for regionally-authentic itineraries is the escalation of Artificial Intelligence (AI)—a tech trend that will continue to evolve at a rapid pace. According to Advito’s 2017 Industry Forecast , AI has already enabled a range of apps, bots and software that makes it easier for industry purveyors to interact with travelers and diners at every step of a trip to expedite, ease and enhance. AI automates computer processes to work in the same way as the human brain. Natural language processing (NLP) helps computers understand human speech or typing, and AI then applies machine learning to provide a useful response.

In the food and beverage realm travelers will rely on AI more and more. Many already use conversational voice-driven platforms like Google's AI personal assistance or iPhone’s Siri function to research and arrange dining plans, winery tours, festival attendance and more foodie fun all over the world. “Throngs of AI-equipped smart-device apps are available for suggestions, streamlined reservation bookings and other assists like on-demand intel on that boutique wine label or locavore food ingredient you’re not familiar with,” Kern says.

Advito reveals that the travel industry is “well-positioned to embrace AI,” and also that the wider travel industry is adopting the technology. “AI is still in its infancy, but it is in our immediate future,” the report asserts. “As it develops, it will help simplify complex travel decisions, shorten the buying process and deliver a more personalized offering.”

With the world economy poised to regain momentum and the penchant among consumers to spend on experiences like travel and gourmet food and wine rather than clothes and accessories, the future is tasty for hospitality.