About The Modern Traveler with Ben Wolff

This article is based on an interview I had with Ben Wolff. Watch the full interview here.

A couple months ago I noticed people talking about the "modern traveler" on the internet.

After some digging, I found a guy on Twitter (X) who was really good at articulating the modern traveler idea.

His name was Ben Wolff. The Co-Founder of Onera and Oasi with one mission:

Reinvent hospitality with all immersive hotels.

After reading his Twitter feed for many moons, my interest peaked and I needed to learn more.

So I shot out a couple emails, set up the call and had a chat with Ben to ask him 3 questions about the modern traveler idea:

1. What broad demographic makes up the modern traveler?

2. Why is story so important to the modern traveler?

3. How can we draw the attention of the modern traveler?

Ben's answers revolutionized the way I think about the future of hospitality. Here's what I learned:

What Broad Demographic Makes Up The Modern Traveler?

The modern traveler is an avatar made up of specific characteristics and human behaviors.

Here's the best way to describe the modern traveler in my own words:

1. They follow Tesla on Instagram.

2. Your grandpa probably doesn't like them.

3. They love to buy the newest-tech-thing-you-never-heard-of and tell you about it.

Here's a better way to put it:

The modern traveler: Someone who loves new and unique and will pay extra for a one of a kind experience.

Why Is Story So Important To The Modern Traveler?

The modern traveler likes to become part of a story.

Story is the concept Ben built Onera around. Onera itself means "dream."

When guests book at Onera, they don't just get a cool place to sleep.

They buy access to a place where they can put on a temporary "costume" and imagine themselves in a different life.

Experiences like this make it easy to forget about responsibilities. Leaving your guest completely immersed in the experience.

Just like a good book.

But creating a story that guests can become a part of doesn't need to be expensive. It just needs 3 elements:

1. A theme.

2. Amenities that fit the theme.

3. A unique touch that doesn't exist in your area.

This concept is opposite of a traditional hotel experience.

A guest shouldn't lose the experience "high" when staying at your property.

How Can We Draw The Attention Of The Modern Traveler?

The best way to attract the modern traveler is to build in public on social media.

Here are the two stories Ben is creating while building in public:

1. The story of him, the founder, reinventing the hospitality industry by creating immersive hotels. This is the story I got drawn to.

2. The journey of his past and future properties. From idea to design and on-going progress updates to build up hype for future bookings.

If you choose to build in public, two things will happen:

1. You will create a fan base of modern travelers that like to watch your journey of building a business.

2. You will create a persona around your property that the modern traveler can associate with. Association creates loyalty.

If Ben could start his journey all over again, he would've built in public on social media sooner.

That's how impactful building in public is.

Why Understanding The Modern Traveler Is Important

In my opinion, the modern traveler will set the standard of hospitality in the coming decades.

Here's why:

• They're the ones that start trends.

• They travel the most out of any demographic.

• They support new and unique.

And I believe this demographic is just going to get bigger. Before we know it, story centric marketing will be best practice.

Understanding the modern traveler is important because they are the future.

It's a new wave 🌊 of opportunity.

Are you going to ride it?

That's all for today. I'll see you in the next article.

Watch My Interview With Ben Wolff

I am very confident you will love it.

Ben invites all STR Lift readers to invest as an LP in a project he is thoroughly excited about, Oasi Hill Country.

Located in the picturesque Texas Hill Country, Oasi Hill Country is a 45-key landscape resort and wellness retreat. It offers luxurious accommodations and extensive wellness facilities with breathtaking views of the Hill Country and projects a nightly rate of $798 with 79% occupancy, generating a 25% IRR.

Don't miss out on this exceptional opportunity. Learn more about this project in the video from Ben Wolff here.