What is the new genre "Pro Traveler," born in the era of "experience consumption"?

It is said that young people are buying fewer "things," with consumption needs shifting toward "experiences" like travel and activities. In the sixth installment of Dentsu Gal Lab's series exploring marketing using "Genre Innovators*1," we focused on "travel," a prime example of "experience consumption." Particularly popular among young women is "photogenic travel," a type of trip emphasizing visual appeal for photos. Key figures in this emerging travel genre are Rika Fujii, Editor-in-Chief of GENIC magazine※2, and Anna Haneishi, a "pro traveler" who makes her living traveling and also contributes to GENIC.

We invited both to discuss travel trends favored by women and the changing values surrounding travel. We explored why they are supported as innovators within the "travel" category, creating new value.

※1 Refers to highly influential individuals possessing otaku-level knowledge in a specific field and holding the key to driving the market within that domain.
 

※2 A camera and travel lifestyle magazine packed with tips for women who want to live photogenically every day. Popular for its ability to instantly elevate your daily style through features on trending photo styles, globally sought-after travel destinations, and cutting-edge camera gear.
 

I believe the concept of "travel" is changing right now. Behind this lies a shift in values.

Not so long ago, owning "things" like luxury cars or designer suits was the status symbol. After the bubble burst, having "information" about trendy spots or great restaurants became valued. However, in an era where anyone can access information online, readily available knowledge lost its value. Amidst this, the next focus shifted to "expression." With the spread of SNS, sharing personal experiences has become commonplace. We now live in a world where those capable of captivating "expression" stand out. This is where "travel" gained significant value. The travel scene, offering non-daily experiences and adventures, became the ultimate stage for expression.

Meanwhile, the rise of photo-centric social media like Instagram has transformed the culture of "selfies." In the early days of selfies, people desperately tried to look "cuter" by experimenting with angles or using beauty filters. Numerous beauty apps became popular.

Recently, however, fewer people are posting heavily edited photos. Instead, more are deliberately capturing side profiles or backs, or sharing photos where they blend into the scene. We've shifted from an era focused on "how to look cute" to one centered on "how to share photos as works of art."

Amidst this rise in the value of "travel" and the shift in "selfies," many "travel-loving women" with high expressive and creative abilities have emerged. They use "travel" to stage extraordinary scenes, taking "selfies" as works of art where they aren't the main focus. These travel-loving women, capable of such new forms of expression, are gaining support from many women.

It's hard to create new forms of expression just by going to work and coming home every day, right? Amidst this, we now see a shift where "travel" has become valued among women as "one reason to express themselves."

The "#genic_mag" Marketing Phenomenon Among Travel-Loving Women

Born from this era is "GENIC," a lifestyle magazine blending travel and photography. Its core philosophy is "We want girls to enjoy themselves more freely." While it features many aspirational photos, anyone can relate them to their own experiences. We create it hoping that a single photo lingering in someone's mind might one day inspire action.

From this magazine emerged hashtags like "#genic_mag" (mag = Magazine) and "#genic_travel." Today, searching for "genic_" brings up tags like #genic_hawaii and #genic_kyoto, showcasing stylish photos from various locations.

"#genic_" is our original hashtag. While our editorial team has steadily reposted photos tagged #genic_mag and featured them in the magazine, I believe a major reason "#genic_" tags became so widespread was creating derivative tags like #genic_hawaii that perfectly match Instagram's "prefix matching" search feature.

We now frequently hear comments like, "Searching #hawaii doesn't show stylish Hawaii photos, but searching #genic_hawaii finds exactly what I wanted." This confirms that "#genic_" has successfully branded itself as the tag for stylish women's travel. Currently, #genic_mag has over 1.35 million Instagram posts, and #genic_travel has surpassed 635,000. If we had reversed it to something like "#hawaii_genic" or "#travel_genic," I don't think we would have achieved this level of success.

Qualities and Potential Sought in "Pro Travelers"

As we focused on travel-loving women, we realized, "There are professional mountaineers and professional chefs, but there's no such thing as a professional traveler, right?" While travel agency employees and tour conductors can be called "travel professionals," they aren't "professional travelers." That's why we decided to propose the profession of "Pro Traveler."

Pro Travelers are women who possess the "execution power" to embark on journeys and the "presentation power" to showcase them beautifully, creating new forms of expression. We started by scouting candidates, but when we opened applications publicly, we received over 40,000 submissions. What matters most is expressive power, not just follower counts on Instagram or other social media. Pro Travelers are professional expressive artists who convey the wonders of travel through their work.

Since "Pro Traveler" is a trademark owned by our company, the five women currently active as Pro Travelers are affiliated with us. We receive requests from national tourism boards, local governments, travel agencies, airlines, and various travel-related companies. They share the appeal of travel through various media channels, including their personal Instagram accounts, videos, magazines, and TV event appearances.

From "Travel-Loving Girls" to "Pro Travelers"

My motivation for becoming a Pro Traveler stems from my deep love of travel. My drive comes from inspiring even one more person to think, "I want to travel!" through what I share. Since high school, I saved money from part-time jobs and backpacked during every break. I often recommended places to friends, saying, "This spot was amazing!" It made me incredibly happy when my influence prompted them to travel.

My Instagram currently has about 100,000 followers. My follower count first grew significantly after appearing on "Terrace House: Aloha State." While the show aired, most followers were "Terrace House" fans rather than travel enthusiasts, and many were men. However, since becoming a professional traveler, that has changed dramatically. Now, the overwhelming majority of my followers are women who love to travel. Women make up about 70% of my followers, with the majority being aged 18 to 34.

In fact, I often receive DMs saying things like, "I decided to go here after seeing your Instagram post," or "I booked my flight today." That's what makes being a professional traveler so rewarding.

The "Travel + Photography" Expression Method Professional Travelers Focus On

Before becoming a professional traveler, I took photos without much thought. It's only in the last two years, since becoming a professional traveler, that I've started consciously considering clothing, shooting locations, framing, and editing.

For Instagram photos, I sometimes take around 100 shots at a single location. Since I rarely have a photographer, stylist, or hair and makeup artist with me, I handle everything myself: outfits, makeup, composition, and angles. Enjoying fashion I wouldn't wear in Japan is one of the joys of traveling abroad. I research the destination beforehand, thinking, "This color should work for this scene. Then I'll bring this dress," and plan my outfits with the scenery in mind. Of course, I also wear clothes bought locally and do makeup suited to the place. Spending freely to enjoy travel to the fullest is something unique to this era of "experience consumption," isn't it?

I see it in myself, but also in my followers—how people decide where to travel or what places to visit is changing. It's less about actively searching "Where should I go next?" and more about places flowing into our minds from magazines or Instagram we see daily, accumulating as "places I want to go" – like "the place in this photo," "the place in that photo." While the core purpose of travel – "I want to take this photo," "I want to stand in this spot," "I want to see the real thing with my own eyes" – hasn't changed, the way we decide on the location or destination has.

That's precisely why, when I share my own content, I consciously aim to take photos that will make people look at my posts and think, "I want to go there next," creating memories that stick.

Overseas, being a travel influencer is an aspirational job. Many have over a million Instagram followers. But in Japan, the profession of travel influencer isn't as widespread as it is abroad yet, so I hope its recognition grows more in the future. Personally, while I currently post on Instagram in Japanese, I'm considering posting in both English and Japanese going forward. This way, I can spread awareness of Japanese travel influencers globally and share the joy of travel with more people.

As a self-proclaimed "travel-loving girl" who visited 14 countries last year, I often reference GENIC and ProTraveler's Instagram when deciding where to go. This conversation resonated deeply with me. Through our discussion, I've distilled three key points for leveraging category innovators to drive "experience consumption":

① Focus on "new lifestyles" driven by shifting values

 

The emergence of GENIC and ProTraveler stems from shifts in travel styles driven by smartphone and social media adoption, alongside the rise of diverse services.

We've moved from an era where travel was difficult without a travel agency to one where you can easily compare and book flights and hotels on your smartphone and gather real-time local information via social media.

This shift, where anyone can easily access information and arrange their own unique trips, has made travel more accessible and personal. Consequently, the type of person sought by travel enthusiasts has changed from "travel professionals" (those knowledgeable about travel information) to "traveler professionals" (those skilled in enjoying and expressing travel). This is why "protravelers"—category-specific innovators—are gaining support.

Just as Editor-in-Chief Fujii discovered Mr. Haneishi, the key to identifying niche innovators who can gain widespread support and drive consumption lies in identifying needs born from lifestyle changes driven by shifting values.

② Establish a unique niche by curating and sharing content

 

In the "travel" genre, we found that the established category innovator supported by women is not simply a "travel enthusiast sharing travel information," but a distinct entity: the "pro traveler." This pro traveler curates and presents beautiful scenery, memorable experiences, and new spots at destinations that make women's hearts flutter.

Ms. Haneishi, whom we interviewed, originally gained widespread popularity among TV show fans as a program participant. By becoming a Pro Traveler and gaining followers for the content she edits and shares herself, she has developed the power to drive consumption within the "women's travel" genre. She is now supported by many female travel enthusiasts as a genre innovator.

GENIC's original hashtags, such as "#genic_hawaii" and "#genic_kyoto" – the "#genic_[place name]" format – have now become standard search hashtags for female travel enthusiasts gathering destination information. This growth into a uniquely influential hashtag stems from precisely capturing women's needs—specifically their desire for "exciting Hawaii information!"—and creating a curated hub for relevant insights. Unlike generic "#hawaii" results, these tags focus on stylish photo spots, heart-fluttering hotels, and cafes in Hawaii.

To drive "experience consumption," the key is to segment the "experience," create unique categories that capture the needs within those segments, and actively share that content.

③ Aiming to make it onto bucket lists amidst a sea of information

 

With the advent of social media, information of interest now flows in continuously without needing to actively search. Today, rather than searching for destinations, people stockpile interesting information from what flows by and select places based on their conditions. Overseas, a list of things one wants to do or achieve before dying is called a "bucket list." Getting onto this bucket list is precisely the key point that drives experiential consumption.

As Editor-in-Chief Fujii stated, in today's world where information has become commoditized, value lies not in "information" itself but in "expression." I strongly felt that the unique perspective and expressive power of ProTraveler, capturing a single world or scene, stirs women's feelings of "I want to go there too!" and "I want to experience this!", gets stored in their memory, and possesses the power to actually move people.