With summer in full swing and months-long travel plans finally taking off, I thought I'd share one of my hot takes – too much travel content and research ruins the experience. In our digital age, content is both a blessing and a curse for travelers. It helps us make informed decisions and uncover hidden gems, but it can also diminish the thrill of exploration and discovery.

When we digitally "visit" a place before setting foot there, we risk over-planning and over-researching to the point where our first-hand experiences feel like mere confirmations of what we've already seen online. The sense of wonder that comes from stumbling upon a charming café or being awestruck by an unexpected view is diminished.

How might we find a balance? I believe the key is to be mindful of how much and what type of information we consume before embarking on our journeys. By limiting our pre-trip research to the essentials, we can leave room for discoveries and unexpected delights. This approach allows us to have a general idea of what to expect, without spoiling the thrill of exploration.

Imagine a hotel that highlights its most popular amenities and experiences, but also emphasizes the unique, lesser-known aspects of its location. Or a theme park that promotes its iconic rides while hinting at secret Easter eggs and hidden attractions scattered throughout the park. By strategically showcasing certain elements and withholding others, brands can help travelers by creating a sense of intrigue and encouraging them to embrace the unknown.

This concept extends far beyond the travel industry. In today's information-rich world, businesses across all sectors can benefit from embracing a degree of mystery in their branding and marketing efforts. By selectively sharing information and leaving room for consumers to discover and explore on their own, brands can foster a deeper sense of engagement and loyalty.

For savvy marketers, the lesson is clear: leverage data to create captivating brand stories that inform and inspire, while leaving room for discovery and exploration. By striking a balance between the known and the unknown, you can create experiences that truly stand out in a content-saturated world, no matter what industry you're in.

In the end, the most memorable experiences are often those that strike a perfect balance between the familiar and the unexpected.

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Author: Tanay Sharma
Manager, Strategy and Insights

Tanay, who joined BAV Group in 2020, is fascinated by the role brands play in shaping businesses, consumer behavior, and culture at large, and works with clients to help them leverage quantitative and qualitative insights to craft purposeful brand strategies. Prior to joining BAV, Tanay worked in advertising and strategy roles at Snapchat and Ogilvy, where he helped brands establish relevance and tell compelling stories.

Tanay is a graduate of New York University with B.A in Economics and a minor in the Business of Entertainment, Media, and Technology. In his spare time, he loves to travel and explore different experiences and cultures.

Connect with Tanay on LinkedIn.

Opinion Party (Vol 3): Summer Beach Reads
This article is from the third volume of "Opinion Party" from BAV Group, a collection of points of view that focused on embracing the unknown, trusting ourselves and others, and ultimately a body of work that helps us all to connect around topics that unite us rather than divide us. Explore this, and the rest of the articles, to see how our authors have taken their unique experiences and written informative and timely pieces on the intersection of brands and belonging in today’s culture.