Why is airport security becoming trendy?

This Week’s Travel & Tourism Stories

1. When Going Through Airport Security Becomes Trendy

As if going through airport security wasn’t already a hassle, can you imagine someone taking time to arrange their security tray to look just so? For me, it’s hard enough knowing when to leave my shoes on, let alone taking the time to make art with my carry-ons.

Plus, these pictures are more than a little triggering. Sure, I appreciate the effort to coordinate your accessories, but I can’t look at those trays without feeling rushed.

While the trend certainly feels like people are backing up security lines to get that just-right shot, the TikTokkers behind it say they take their trays to the side after going through security.

2. Choosing America’s Best Small Towns

Whether you’re promoting a destination or working in it, it certainly helps to get a bit of recognition. Travel + Leisure, one of the most well-known travel publications, has an annual report on America’s Best Small Towns that’s always a delight. More relevant to us, though, is the fact that they released a small behind-the-scenes of what goes into their selection process.

One of the most important factors: “A timely reason to visit — be it a notable new festival, hotel, restaurant, attraction, or tourism initiative.”

3. You Never Forget Your First Impression… Of An Airport

A recent post on X by George Mack (and repost by Stephen Davies) points out what makes the experience of arriving at an airport so important for travelers: it’s the first and last impression of your trip. Given the peak-end rule (people judge an experience at its most intense point and at its end), the airport becomes one of the most important factors in judging a trip’s quality.

Singapore’s former leader Lee Kuan Yew took that to heart in making sure Singapore Changi Airport, and the experience of getting to and from it, were singularly great.

Though the post is about attracting immigrants, it’s just as relevant to travelers. Efforts made to make this “onboarding” process (getting them from their plane into the destination) as smooth and pleasant as possible will pay off.

This Week’s Creative Campaign: Whatever You Go For, Go All Out

Vegas used to be known for the iconic “What Happens In Vegas, Stays In Vegas” campaign, a sultry reference to its more adult-friendly entertainment options. That campaign itself was a strong reaction to an attempt in the 90s to brand Vegas as a family-friendly place (with prostitution and gambling!).

Nowadays, though, that tired saying does the destination a disservice, as its matured from its adult-entertainment base to a city that’s home to professional sports teams, some of the world’s best restaurants, international conventions, and more.

With that comes Vegas’s new campaign and new saying: Whatever You Go For, Go All Out. I concede it’s not as catchy as the other one, but it’s all the more relevant to the extremes that Vegas caters to.

The city has always been a place of extreme tastes, extreme heat, and extremely innovative ways to get water. It’s nice to see a shedding of the old reputation and an embracing of what really makes Vegas, Vegas.

💡 This Week’s Travel Marketing Tips 💡

How you can use this week’s news to inspire your own marketing efforts.

1. Focus on First and Last Impressions - The importance of the arrival and departure and the impact they have on the total travel experience cannot be overstated.
   
   Takeaway: For tour operators, pay special attention to how you greet clients and how you bid them farewell. Can you make this process easier? More delightful? In Hawai’i, many hotels give you a flower necklace at check-in, for example. For tour operators, they may surprise their clients with a handcrafted souvenir before dropping off at the airport.

2. Create Your Own Recognition Opportunities - Travel + Leisure's "America's Best Small Towns" list shows the value of recognition, but waiting to be discovered isn't always the best strategy. Consider creating your own awards or distinctions that highlight what makes your area special.
   
   Takeaway: For example, if your region is known for its craft breweries, you could establish an annual "Best Craft Beer Experience" award. Ensure the criteria are clear and authentically reflect your area's strengths. This approach can generate buzz, encourage friendly competition, and give potential visitors a compelling reason to explore your area.
   

3. When To Try Trends - Assess if the trend aligns with your brand and won't disrupt operations or other travelers. If it's a good fit, don't hesitate to jump in.

   
   Takeaway: If you're a tour operator with a packing list, you could create your own aesthetically pleasing "security tray arrangement" featuring must-have items for your tours. Or, if you're a destination marketer, you could showcase local souvenirs arranged in a similar style as a hint at what travelers could pack on their way back home.

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