There’s Something About Europe: Why Guests Long for Long-Distance Getaways

Provide the escape guests crave without the need for a passport. An international adventure is within reach.

Europe allows travelers to take a breath from concrete jungles and nonstop work to enjoy the charm of life in the countryside, bask in villages untouched by modern day annoyances, and experience established traditions steeped in a rich history of culture.

Diverse landscapes and people offer tourists an array of options to explore – a welcome break from the busy American lifestyle.

There’s so much to discover in a continent filled to the brim with things Americans only dream of. The trend of European travel continues to grow over the last couple years, and it’s a trend that shouldn’t be ignored here at home.

A popular great escape

European travel has nearly returned to pre-pandemic numbers, according to the 2023 European Tourism Trends & Prospects second quarter report. The European Travel Commission also discovered that 25% of destinations actually exceeded pre-pandemic levels in terms of visitors this year.

Americans tired of polarizing politics and technology overload are even moving to Europe in droves. This does not necessarily concern the usual tourist spots. In fact, villages, towns, and areas that lean on a simpler way of life are new resident magnets.

A common thread in the relocation revolution seems to be a need for rest. The draw of a slower lifestyle that allows people to stop and enjoy life brings new residents wanting time to stand still. It calls those yearning for a fresh start.

New ways to charm guests

The appeal is not a secret: Visitors flock to certain parts of Europe for its cozy quaintness, culture, and class (among other reasons). These elements can enhance any environment.

So if visitors are willing to spend the big bucks to travel thousands of miles – and even permanently move to these regions, consider how to instill the same charm in domestic guest experiences.

• Exotic food and interesting cultures are all around us. It would behoove hotels and restaurants alike to feature European establishments within their own business. Not only does it create connections in the community, it allows guests to experience far-off lands without having to go through international travel. Many cities offer heritage festivals featuring European countries. Take advantage of these events and book vendors to offer guests genuine cuisine and arts specific to that culture.

• Sometimes technology can help guests embrace the simplicity they seek. Van Gogh: The Immersive Experience is an example of bringing Europe to America with its incredible display of art delivered through technology. Virtual Reality headsets provide guests an eerily authentic walk through Van Gogh’s life. Visiting his birthplace and strolling through the farmlands and quiet villages of the Netherlands – along with cafes in Paris at nighttime – create an unforgettable getaway all within the mind. It’s not uncommon to leave the exhibit feeling like you’ve traveled thousands of miles.

• Any place can make the most of their own neighborhood, and that includes America. There’s often local culture and history that slips through the cracks. Optimize local resources. A guest experience should include experiencing the culture wherever they are. Why not put historical items on display? Create cafe spaces with live entertainment. Local artists will be happy to feature their art and possibly sell it. Every place has a special identity. Proprietors should always strive to find it and gain from it.

Cultivate character, expand experience

Recreate a European vacation by upgrading the guest experience. Inspire a faraway feeling by highlighting European cultures, or take advantage of the neighborhood by highlighting local culture. Incorporating this into day-to-day operations – or even as monthly special features – will attract those near and far.

Understanding and capitalizing on a growing European travel trend means domestic residents can get what they need right here at home.

Create a vibrant buzz in your own backyard so guests don’t have to deal with the complications and costs of extensive travel. It’s not just about the flashy light show at the Eiffel Tower or the long line at the Colosseum anymore. Guests want culture and tranquility, and they want to stop and smell the roses along the way.