Popularity of Travel “Dupes” On the Rise: How to Market Accordingly
Travel “dupes,” short for duplicates, have become increasingly popular due to over-tourism, inflated prices, and crowds at popular tourist destinations. A growing number of travelers are forgoing the typical vacation spots and instead are opting for lesser-known alternatives. Even so, marketing this emerging trend can be challenging. Here, the team at AMNY Travel Marketing explores the trend of travel dupes and offers insight into actionable strategies for achieving marketing success when dealing with them.
The Allure of Destination Dupes
When it comes to traveling, vacationers want to make the most of their time and money. Affordable and fulfilling travel escapades don’t often go hand in hand. That’s where travel dupes come in. These alternative options offer similar experiences to coveted destinations or activities at a much lower price point. Simply put, they allow travelers to enjoy comparable experiences of a renowned place without needing to break the bank to afford it.
Although a more budget-friendly alternative, destination dupes don’t cut corners or shortchange travelers. Instead, they are meant to be a means to allow travelers to take in more destinations, indulge in unique activities, and make lasting memories, all without compromising on the quality of the experience.
Opting for alternative travel options is also great for escaping the crowds that commonly flock to well-known areas. These large gatherings of people often take away from the experience and make it feel less personal. With a travel dupe, adventurists can fully immerse themselves in the authentic experience without sacrificing intimacy. Furthermore, the more personalized traveling experience given with travel dupes allows individuals to create more meaningful connections with the local communities, further enhancing the experience.
While over-tourism may be great for economies, it can negatively impact the environment, often leading to environmental degradation. Travelers who forgo overcrowded destinations and choose alternatives help minimize the environmental impact of traveling and support local economies.
Marketing Strategies for Travel Dupes
Travel dupe marketing initiatives can be accomplished with the following strategies:
Make the Connection
Being that destination dupes are not well-known, it might be difficult for the average traveler to make the comparison. When marketing travel dupes, clearly state which popular attraction the dupe most closely rivals. In marketing content, highlight the key similarities of the two locations, such as stunning beaches, historical architecture, or cultural aspects. While drawing comparisons, detail why the travel dupe is the more desirable destination, outlining the pros and cons of each option.
Showcase Unique Selling Points
In many cases, travel dupes are hidden gems and travelers are likely unfamiliar with the destination’s unique offerings. Therefore, marketing efforts should emphasize characteristics that make the destination appealing to travelers, such as lower prices, fewer crowds, local cuisine, or unique activities that the well-known location might not offer.
Use Visual Content
Travel dupes aren’t frequently visited, so their offerings may be unknown to the common traveler. To highlight a dupe’s vast amenities and what it can offer, marketers should utilize high-quality photos and videos that showcase the beauty of the destination.
This approach aims to entice prospective excursionists and helps them visually experience a destination, evoke emotions, and create a strong connection with the location without being there. Seeing the destination through high-quality pictures and videos provides a more immersive and tangible understanding of what they can expect compared to just text descriptions alone.
Utilize Social Media
Prospective travelers heavily utilize social media to gather travel inspiration, research destinations, find reviews, and plan their trips. Social platforms such as Instagram, Facebook, and TikTok are commonly used to view photos and videos from other travelers and influencers. Marketers seeking to promote travel dupes should utilize social media advertising to reach potential travelers actively searching for budget-friendly options or looking to avoid over-tourism.
Other Important Considerations
While there’s a right way to market travel dupes, there’s also a wrong way. Marketers should never mislead travelers by making claims that the dupe is a replica of a popular spot. Rather, it should always be presented as a valuable alternative.
Claiming a destination dupe offers the same travel experiences as the more well-known location can lead to consumers feeling betrayed. These feelings can result in vacationers losing trust in the travel company and other potentially costly consequences.
Travel Dupe Marketing with AMNY Travel Marketing
As more travelers look for budget-friendly options, the popularity of destination dupes continues to rise. Marketing professionals must know how to market these alternatives to ensure prospective travelers are properly informed and aware of their traveling options.
The team at AMNY Travel Marketing specializes in highlighting all different types of attractions and adventures. We have the marketing capabilities to assist travel businesses that offer dupe experiences to travelers who wish to go off the beaten path. Contact us today for more information regarding travel dupes or our offerings.
