Comprehensive Summarization:
The article discusses the evolving nature of travel in 2026, emphasizing that food has become a core element in enticing tourists, as revealed by research from Agoda. This shift is highlighted by Indonesia’s recognition as a Destination Champion from the La Liste awards, indicating its rapid growth as a culinary destination. For marketers, this presents a pivotal opportunity to leverage high-intent sensory signals, necessitating a shift in marketing strategies and advertising techniques to align with these emerging preferences. The article concludes with an excerpt from a MARKETECH APAC “What’s NEXT” interview featuring Putri Luciana Kuswara from Yango Ads, suggesting a focus on adapting to these new consumer preferences in the travel industry.
Key Points:
- Food is becoming a core element in enticing tourists, driving tourism beyond just destinations.
- Indonesia was recognized as a Destination Champion by the La Liste awards, indicating its growth as a culinary destination.
- Marketers need to adapt their strategies to leverage high-intent sensory signals, such as food, to attract tourists.
- The MARKETECH APAC “What’s NEXT” interview with Putri Luciana Kuswara from Yango Ads highlights the importance of adapting marketing techniques to emerging consumer preferences in travel.
Actionable Takeaways:
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Leverage Food Experiences in Marketing Strategies: Given the shift towards food as a key driver in travel decisions, marketers should integrate food experiences into their marketing strategies. This could involve partnerships with local restaurants, culinary tours, or food festivals to attract tourists. This approach aligns with the growing trend of food-centric travel and can enhance the appeal of destinations.
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Focus on Culinary Destinations: The recognition of Indonesia as a Destination Champion underscores the importance of culinary destinations. Travel marketers should identify and promote destinations known for their unique culinary offerings. This could involve creating content that highlights local cuisines, collaborating with food influencers, or developing destination packages that include culinary experiences.
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Adapt Advertising Techniques: To effectively reach the new consumer preferences, marketers should adapt their advertising techniques to include sensory signals related to food. This could involve using visuals and narratives that evoke the sensory experience of food, leveraging social media platforms where food content is highly engaging, and employing targeted advertising to reach food enthusiasts.
Contextual Insights:
The article reflects the current trend in the travel industry where sensory experiences, particularly food, are becoming integral to travel decisions. This shift is supported by recent awards and recognitions, such as Indonesia’s Destination Champion status, which highlight the growing importance of culinary tourism. As travel marketers, it is crucial to stay ahead of these trends by integrating food experiences into marketing strategies. This not only aligns with consumer preferences but also positions brands as innovative and forward-thinking in the competitive travel market. The insights from the MARKETECH APAC “What’s NEXT” interview further emphasize the need for marketers to adapt their techniques to leverage these emerging preferences, ensuring that travel offerings remain attractive and relevant in a rapidly evolving industry.
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