ITB 2018 Special Reporting
Moments of inspiration sell destinations.
Wednesday, 15th March 2017
Source : Angela Waters - Exclusive & Live from ITB 2017

As attention spans get shorter and shorter, brands have less time than ever to capture the attention of their target audience; sometimes it comes down to a moment. 

For Kashyap Bhattacharya, National Geographic’s 2016 Blogger of the Year, moments of inspiration are what drive people to travel.

“A good example of a moment of inspiration is seeing the James Bond movies and then going out to buy cufflinks,” Bhattacharya told audiences at Berlin’s ITB Convention. “I would have never normally caught myself buying cufflinks but after watching that film I felt compelled to have a pair.”

The international budget blogger describes moments of inspiration as anything that can inspire the audience to change the way they would normally do things. For the travel industry, that literally means getting people to go out of their way.

A lot of content that is there to fill space will turn people off.

“We are entering a stage of list fatigue,” the budget blogger said. “I always hear that people are tired of looking at blogs that just feature a bunch of lists. They want more in-depth content.”

The key to being inspirational for Bhattacharya is finding a niche and showing why it is wonderful.

His latest collaboration with German cities was a graffiti tour that featured different works by celebrated artists and engaged a young international audience that is interested in art and street culture.

“Our main passion is to tell stories,” said Bhattacharya. “It is always refreshing to work with people who are willing to take a risk to make something incredible, rather than focus on calculating what the specific return on investment will be.”

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