From Tourist to Traveler: How Travel Discovery Engines Empower Authentic Exploration
I’m sure by now, most people have had their ‘revenge travel’ post-COVID, much to the delight of the travel and tourism sector.
Travel trends are set to continue this year. I mean, Japan alone had over 3 million international visitors this March. (Probably because of the weak Yen… but 3 million is still 3 million…)
Yet the industry remains more fragmented than ever. With a myriad of travel options available — from travel blogs, booking websites, social media recommendations, to local service platforms — one would assume that finding and crafting the perfect, most memorable trip would be a breeze.
Nope.
This is far from the truth. In fact, travelers often find themselves overwhelmed by the sheer volume of options.
Adding to this complexity, traditional travel search methods are becoming increasingly ineffective. Search algorithms and the vast influx of travel content make it challenging to sift through and find the best options relevant to your interest.
But it’s 2024, and if there’s one thing that's being hailed as a solution for virtually any problem, it’s AI. Whether you deem it as a buzzword or not; the reality is that AI is revolutionizing personalization and aggregation across various industries.
It stands to reason that LFG, a new travel discovery engine that utilizes AI to deliver personalized, relevant and useful travel recommendations, has garnered traction amongst over 12,000 travelers to Asia Pacific over the past 10 months.
LFG, focused on bringing personalized travel recommendations, was founded by myself (CEO), Foo Shi Hong (our CTO) and Yu Ko (our founding designer) when we were on exchange in Vietnam two years ago. As we spontaneously explored different cities over the weekends, we too were drowned in the ever-increasing amount of content available online and scattered booking recommendations.
Our startup plans to roll out a new version of our platform in beta for Gen Z and Millennial travelers by fall, aiming to curate content from a variety of sources, including social media, and offering it all in one place.
But to really understand the use case and value proposition of a traveler discovery engine like LFG, one must first boil down to a very basic question to ask oneself:
“Are you a tourist or a traveler?”
Tourist vs. Traveler
While the terms might seem similar, they actually point to very different mindsets and ways of exploring the globe.
Source: A Tourist's Guide To Love (Netflix)
Tourists are all about escape. Think of them as the vacationers who love all-inclusive resorts, guided tours, and snapping selfies at every famous landmark. They want everything laid out for them, from breakfast buffets to bus schedules.
Their mantra? "Relax, we’ve got this."
Tourists enjoy the convenience of having someone else do all the planning and, honestly, they’re not too worried about how their trip impacts the local culture or environment. They’re here to sightsee, check off their bucket list, and head back home.
But then you have the travelers.
These are the folks who crave immersion. They’re not just visiting a place; they’re experiencing it. Travelers chat with locals to find hidden gems, savor street food, and dive into cultural experiences. They’re the ones who might spend an afternoon learning to cook a traditional dish with a local family or explore a neighborhood far from the tourist crowds.
LFG’s TikTok video in Genting Malaysia
For travelers, the journey is about connecting with the destination on a deeper level and being mindful of their impact.
How traditional travel planning methods contribute to a ‘tourist’ mentality
Source: Xinhua/Wang Teng, Global Times
Traditional travel planning tools, like guidebooks and travel agencies, often turn people into ‘tourists’.
These old-school methods push pre-packaged experiences and top attractions, making it easy to fall into the tourist trap of overcrowded, cookie-cutter spots.
Pre-packaged experiences: Guidebooks and travel agencies are great for convenience, but they often promote the same popular attractions, leading to overcrowded spots that feel more like tourist traps than authentic experiences. You end up with a checklist mentality—snap a pic, move on—without ever really connecting to the place.
Lack of personalization: Traditional travel planning methods offer a one-size-fits-all approach. They don’t take into account your personal interests or unique travel style. Travelers, on the other hand, crave personalization. They want to discover places and experiences that resonate with them on a deeper level, something that guidebooks and standard itineraries can rarely provide.
Challenges travelers face in avoiding tourist traps and finding authentic experiences?
Seeking out authentic experiences while avoiding tourist traps is a common goal for many travelers.
But let's be honest—it's not always easy.
As a traveler seeking genuine adventures, you might face on your quest:
Overhyped Recommendations
Social media is great for travel inspiration but can also lead you straight into tourist traps. Influencers often highlight the most photogenic (read: crowded) spots. Do some digging—check out posts from everyday travelers, make friends with locals, or simply explore some online travel communities.
Source: Klook and Gettyimages
Language Barriers
Nothing screams “tourist” like sticking to the well-walked paths because of language barriers. It’s tough to find those hidden gems if you can’t communicate with locals. But here’s the good news: a little effort goes a long way. Learn a few key phrases, use translation apps, and don’t be shy. Locals appreciate the effort and are often more than happy to share their favorite spots.
Source: As we saw it
The Convenience Trap
Let’s face it—tourist traps are convenient. They’re designed to be easy to find and even easier to enjoy. Authentic experiences, on the other hand, might require a bit more effort and planning. It’s tempting to opt for the easy route, but the extra effort is almost always worth it. Challenge yourself to step out of your comfort zone, whether it’s navigating public transportation, trying street food, or exploring on foot.
Remember, the best travel stories come from unexpected places. Be curious, open-minded, and willing to take a few risks.
Go out there, discover and explore! After all, isn’t that what travel is all about?
So… what’s a discovery engine?
I’m sure you’ve definitely heard the term ‘search engine’. Maybe even recommendation engine. So let’s break it down.
“In short, a search engine helps users find specific products, while a recommendation engine helps users discover new products related to their taste.” - Crossing Minds
Discovery engines are a special type of search engines that focus on recommendations, organization and discovery of content. Some may argue that a discovery engine’s user journey is more ‘push’, compared to a search engine’s ‘pull’.
I personally align with how this one person on a Quora thread puts it (to be remained anonymous for privacy sake):
“I am not sure if I would agree that the distinction is ‘push’ vs ‘pull’. In fact I would think that discovery engine is simply a more advanced form of recommendation engine. A recommendation engine tends to recommend things that you already like, while a discovery engine attempts to introduce serendipity into the recommendations, helping you discover things that you don't know you would like.”
Imagine a discovery engine that’s as intuitive and inspiring as Pinterest.
Why is Pinterest so unique? It's not just another social media platform; it's a visual discovery engine that thrives on creativity and personalization.
Now, picture this concept applied to travel. With LFG, you'll discover hidden gems and local favorites just like you would on Pinterest, but with a focus on making your travels fun and memorable.
Teaser of LFG’s new upcoming Discovery Feed
How a travel discovery engine like LFG can further personalize and deepen travellers’ experiences?
With the evolution of media consumption shaping how people discover new products, services and make purchasing decisions, especially among Gen Z and late Millenial travelers, LFG adapts to this shift in preferences and habits of personalizing and enriching travel experiences through innovative integration of social media and advanced AI technologies.
Social Media Integration with Travel Community
LFG caters to the social media-centric and FOMO-driven behaviors of Gen Z by seamlessly integrating and aggregating content from popular platforms. This integration provides real-time insights, trending destinations, and user-generated tips, fostering a vibrant community where travelers can share experiences and recommendations.
Personalized Recommendations
Harnessing the power of social data, LFG delivers tailored travel suggestions that align with individual preferences and interests. By analyzing user behavior and preferences, LFG ensures each recommendation is relevant and unique, enhancing the overall user experience.
All-in-One Platform
As an all-encompassing platform, LFG combines discovery, bookmarking, organizing, booking, and itinerary building into a unified and intuitive interface. This holistic approach simplifies planning a trip, empowering users to explore new destinations, save favorite spots, and seamlessly manage their itineraries with ease.
By focusing on the preferences and behaviors of Gen Z travelers and leveraging advanced technologies, LFG not only enhances the personalization of travel experiences but also makes the journey from preparation to execution more seamless and enjoyable than ever before.
Top tips for travelers to make the most of travel discovery engines
Not sure how to best use a discovery engine? Here are some tips below:
Leverage personalization: Ensure you provide detailed preferences and interests when using travel discovery engines. Write along the lines of “chilled, scenic nature spots in Singapore for Instagram pics”. The more specific you are, the better the platform can tailor recommendations to suit your travel style and needs.
Explore social media integrations and engage with community content: Utilize features that aggregate content from social media. And also, read reviews, experiences, and itineraries shared by other travelers. This combination of social media and user-generated content can offer valuable insights and insider tips that you might not find in traditional guides.
Bookmark and organize: Use the bookmarking and organizing tools to save interesting places, activities, and itineraries. This helps keep your travel plans structured and easily accessible.
Take advantage of AI-driven suggestions: Trust the AI recommendations provided by the platform. These suggestions are based on extensive data analysis and can introduce you to hidden gems and unique experiences you might otherwise miss.
How LFG has helped unearth hidden gems and memorable experiences for travelers, transitioning them from being a tourist
LFG's community of travelers and influencers shares their best-kept secrets and favorite spots, creating a rich collection of local recommendations that you won't find in mainstream travel guides.
Take, for example, a hidden gem in Ho Chi Minh City (Saigon). Down an unassuming alleyway, there's a local food stall that you wouldn’t even pick up on Google Maps. But for those in the know, it’s the go-to place for one of the best Cơm Tấm in Saigon – a signature Vietnamese dish of broken rice with grilled pork.
The stall is run by a young married couple who have infused their own modern twist into the traditional setting. They've turned their humble food stall into a bar-style venue.
See A.Xiu’s Com Tam on LFG here
See A.Xiu’s Com Tam Instagram page here
Imagine sitting at a bar, savoring delicious Cơm Tấm, and soaking in the nostalgic vibes of Vietnamese oldies playing in the background. It’s an experience that’s both authentic and delightfully unexpected.
“There’s no way I would’ve ever known this existed. Thank you LFG for introducing me to this. Best broken rice in Saigon.” - Rick, traveler from Malaysia to Vietnam
Rick’s Instagram story featuring A.Xiu’s Com Tam based on LFG’s recommendation
The future of travel: LFG’s vision for next-gen travel culture
Travel platforms like TripAdvisor, built over a decade ago, don't cater to the independent, FOMO-driven habits of Gen Z and late Millennials.
At LFG, we see a seismic shift in travel content and aim to pioneer a new era of discovery with personalized recommendations and search results, helping travelers find exactly what they need with minimal effort.
Just as new technologies have transformed the shopping experience in the fashion industry, providing personalized recommendations and seamless integrations, we at LFG believe the same can be achieved in the travel sector, where the stakes and spends are even higher.
Our platform is designed to help travelers explore curated travel content, organize ideas, book trips, and craft itineraries effortlessly. We’re committed to reshaping the way travelers prepare and experience their journeys, ensuring every trip is tailored to their unique preferences and aspirations.
As we always say:
“The fun starts before the trip begins.”
So LFG, let’s f*ing go!
Hear from Darryl Han, at Equarius Hotel, Singapore, on 15th August, 12:40 PM Dragon’s Den: Hear from 3 travel disruptors as they showcase how they are revolutionising the travel industry. Find out more here!