Why are some destinations more successful than others? WeRoad, Recharge in Nature and the success of Why beyond marketing

According to Simon Sinek, author of the international bestseller "Start with why", people do not buy what you do, but they buy why you do it. And what you do demonstrates what you believe in.

Today, a growing group of travellers, Millennials in particular, travel for reasons that go beyond the simple "holiday". To recharge your batteries, to leave a mark, to change and improve yourself by meeting new travel companions and discovering new destinations.

We are analysing two success stories from the world of travel and destination marketing, to understand how destinations can and should adapt to a new demand, through creative offers and value propositions.

“WeRoad” is a leading tour operator in the organisation of on the road group tours all over the world, which owes its success to the choice of creating unique adventures for millennials seeking wow experiences and new friends. By 2025, this generation will represent ¾ of the global workforce, representing an increasingly important target for destinations.

"Recharge in Nature – Mountain huts without mobile phones in the Veneto Dolomites " instead shows how an entire destination, aware of its strengths and weaknesses, has aimed at a specific target by creating a totally new reason to visit: 5 days disconnected from stress and technology, helping the local community after a moment of crisis, receiving over 19,000 applications from all over the world.

What do these experiences have in common?
The choice of starting with why and not with promotion.

Start with Why!