But so is travel , isn ’ t it ? Every moment throughout time contributes to the story of a destination . A destination is its history . What would NYC be without the roaring 20s ? Paris without 1789 ? When someone is being pulled towards a certain place , it ’ s often the meaningful moments of that destination throughout history that they are being attracted to , not just what ’ s going on in that moment in time .
We can be nostalgic for a time and place we have never even lived through or been to . Stories of different destinations and eras are often the spark for what is known as historical nostalgia . For example , a little girl who grew up on stories of Aladdin , might feel a pull to a romanticized version of Egypt . Someone born in the 80s who grew up listening to classic rock might feel a sense of nostalgia for Woodstock , even though they never lived through it .
One of the greatest appeals of travel is to step into a place only to be transported to a completely different point in time . What better way to escape the doldrums of normal life than to go out and explore the medieval villages perched on rocky outcrops in Spain , or cycle to a 14th century eco goat farm in Croatia ? These experiences take us far away from the modern conveniences-turnednuisances of today , such as cell phones , never-ending emails , and doomsday media . Nostalgia in this sense coincides nicely with the slow travel movement , giving people a break from the hustle lifestyle that plagues so many . Would your guests trade their fast cars for horse drawn carriage ?
For the enlightened , luxury traveler seeking solace in the past , the best hotels are orchestrating moments that allow travelers to relive moments in time first-hand . Design Hotels , a collection of independently owned properties , does this deliberately . Marketing email subject lines like " Go back in time 500 years " feature a Dolomites property that is " a place of lives well lived ". But what about more modern properties that haven ’ t been around for centuries , or even decades ?
In these instances , it ’ s worth exploring this concept on a more emotional level . Nostalgia isn ’ t limited to design & aesthetics , at the root of it , it ’ s a feeling that people are longing for . Travel expert Jason Wertz perfectly captures that concept in his quote : “ Maybe - just maybe - travel is a deep-seated nostalgic quest to reconnect with the child within , be a stranger to the world around and see things with a childlike innocence . To again feel the pure ecstatic joy of a 5-year-old you .”
So , in the case of the modern property with no obvious nostalgic ties , it ’ s just a matter of asking yourself & your team : what is the moment in time we wish to transport our guests to , and what are the sights , smells , sounds , tastes , and touches that take people there ? People have particularly strong nostalgic ties to smells , songs , even inanimate objects . Everything people take in through their senses has the ability to bring about nostalgic feelings .
Consider the touchpoints in your hotel right now , and what emotions they stir up . Old items from the past carry stories and symbolic meaning that emotionally enhance a moment in time . Even fonts , colors , and symbols can create a sense of nostalgia and transport people through time .
Creating immersive programming & activities that seamlessly blend nods to the past with modern trends ( nods to the future ) is another way to give guests more of this feeling that they desire . It ' s no longer about experiencing history in the confines of a museum . There are people all over the world preserving cultural tradition and ancient practices . How can you collaborate with them to create experiences worth traveling for ?
Nostalgia is said to be a coping mechanism , as the act of reminiscing has been shown to counteract loneliness , boredom , and anxiety . When people speak fondly and lovingly of the past , they also tend to become more hopeful for the future . And that ’ s exactly what this world needs right now . If you can find ways to recreate this feeling for your guests in creative ways , you will be giving them exactly what they need and delighting them in ways beyond the expected .
About the author Samantha Hardcastle , founder of
The Storied Experience , brings a decade of marketing strategy & storytelling to hospitality properties and destinations worldwide . She works closely with hosts to help them differentiate , position their property with personality , and elevate their guest experience through enhancing their cultural & wellbeing offerings . Her passion-driven mission is to transform the way we travel and infuse each moment with more meaning , purpose , and magic .
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