It appears that, far from month-long, lazy beach holidays, buying that T-shirt, snapping that photo, then heading home healthily tanned and shaking the sand out of their shoes, what today’s tourists want is ‘an experience’. There has even been an evolution from the Yuppies, the Buppies and the Dinkies of yesteryear.
The very latest development is someone called a Bourgeois Bohemian – or ‘Bobo’. These characters, according to Dr Auliana Poon of Tourism Intelligence, are highly technologically competent and literate as well as environmentally aware and dead set on authenticity. This is shown by their increasing insistence on environmentally responsible holiday options in terms of accommodation, transport, food and the like. They need to believe they are ‘doing the right thing’ in terms of the environment – and that means both the physical and human environment.
Bobos feel comfortable in their holiday choices when they see evidence of reduced water or electricity use in their accommodation establishments, signs of recycling at their destinations, or proof that their choices promote fair labour practice. They need to know that the money they’re spending on their holidays is being used wisely to create jobs or grow local skills.
This keener awareness and sense of responsibility is increasingly reflected in their holiday choices. They seek to ‘accomplish’ something as compared to ‘relax and recuperate’ during their leisure time. They are happy going on a holiday where they’ll help build homes for people who have none, dig fields or create vegetable gardens for those with little food, or refurbish schools in an area with low levels of education.
This is not to say that Bobos don’t enjoy relaxing holidays as well – on the contrary, they certainly do. However, certain criteria can be taken almost as non-negotiable in terms of what they want. They seek an experience they can internalise and which will make them feel good about themselves. They’re looking for situations that will provide them with ‘stories’ to tell when they return to their everyday lives.
The stories the Bobos take home should ring with authenticity, in other words be about ‘real’ experiences in every sense. For it will be just those stories that have them not only coming back for more, but spreading the message to others and ensuring positive growth of the Bobo phenomenon.
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