International publication features Lexington as ‘boutique destination’
Skift, an international travel industry site, has featured Lexington in its Megatrends Defining Travel in 2015. The community is named in "The Rise of the Boutique Destination" section.
"Sure you've been to New York City, but what about Lexington, Kentucky? The emphasis on local, unique experiences that's led many consumers to eschew big brands for boutique or bespoke products is having a similar effect on how people choose vacation destinations as well as how cities and regions market themselves", the publication states. "For these destinations, it's not about big campaigns on billboards or glossy magazines. It starts on digital, and if the experience is good, it continues there once the traveler has returned."
The Skift report also states: "What we're seeing now is a search for the authentic in a world that too often seems homogenous and already discovered. The movement is opening more destinations to visitors, and doing so without forcing the places to mimic the charms of top destinations."
"We see this in Twitter video advertisements from places such as Visit Myrtle Beach and YouTube videos encouraging travelers to Lexington, KY to #ShareTheLex across social media...."
Mary Quinn Ramer, president of VisitLEX, said "convention and leisure travelers are drawn to Lexington's beauty and heritage, which its citizens have long appreciated." According to the 2013 Kentucky Tourism, Arts & Heritage Economic Impact of Kentucky's Travel and Tourism Industry report, direct expenditures for the Bluegrass Region, which includes Lexington, was $1.7 billion in direct expenditures, up 3.4% over 2012 figures.
"Our top strategy is to market what is remarkable about Lexington," Ramer said. "Social media efforts such as our #ShareTheLex campaign are an effective way to not only reflect our community's distinctive brand but also leverage Lexingtonians' pride and passion for our community and turn them into our signature ambassadors."
Skift is the largest industry intelligence and marketing platform in travel, providing news, information, data and services to all sectors of the world's largest industry. Based in New York City, Skift identifies and synthesizes existing and emerging trends in its daily coverage of the global travel industry, through its Skift Trends Reports, and its data insight from the SkiftIQ competitive intelligence service.
VisitLEX is a destination sales, marketing, and service organization charged with distilling the spirit of Lexington's Bluegrass Region and "Horse Capital of the World" to champion the brand, generate economic benefit and serve as a role model and educator. For more information: www.visitlex.com