The concept of 'gamification' is everywhere. It makes a lot of sense and adds some fun and challenge to particular activities. Can be used to learn, improve in an area or in this case add to the whole travel shebang. Let's take a look in how it can be used to get people more involved and add to the experience...
As cool as travelling is, it's not just about hopping from one place to another, crossing off your list and snapping a pic for your Socials. It's about creating memorable times and any way that can be added to (and some of the humdrum removed) then why not incorporate it where it makes sense.
The idea is to bring aspects of gaming, like points, badges, leaderboards, incentives and challenges to boost engagement, encourage exploration and deepen user loyalty whilst they're at it!
What is it?
Gamification at its core is applying gaming mechanics to other environments to increase motivation and participation. Where it relates to travel can be used in a variety of ways, not least discovering new destinations, completing activities and engaging with apps in exchange for rewards and some sort of recognition.
Think Strava and the like for fitness, with exercise being a great sector for gamifying.
Example in the travel arena could include checking into a landmark (but adding elements to your basic FB check in), completing a local food challenge or logging miles to earn digital badges.
How It Works
Points, badges, achievements
Apps like TripAdvisor and Google Maps reward users with badges for leaving reviews or contributing photos. Frequent flyer programmes gamify travel with tiered rewards which offer higher status for consistent engagement.
Exploration Challenges
City guide apps introduce scavenger hunts or challenges to encourage deeper exploration. For example, visit 5 hidden cafes in Paris or complete a 'historical landmarks' challenge in Rome.
Augmented Reality (AR) Games
AR overlays create interactive scavenger hunts or cultural quests. Pokémon Go’s success has inspired tourism boards to launch AR-based city exploration campaigns.
Social & Competitive Elements
The use of leaderboards show how travellers compare to friends or other users in terms of miles travelled, cities visited or challenges completed. Sharing achievements on social media fuels healthy rivalry, enhancing engagement and word-of-mouth marketing.
Rewards and Incentives
Travel loyalty apps gamify bookings with discounts, freebies or exclusive perks. Eg. Booking.com’s Genius program or airline loyalty apps with gamified tiers.
What's Good
For Travellers
It encourages exploration beyond typical tourist spots which makes planning and on-the-ground experiences more interactive, and also creates a sense of achievement and personal storytelling.
For Businesses
Gets repeat engagement with apps and platforms along with generating user-generated content (reviews, photos, shares etc) and strengthens customer loyalty through ongoing interaction and rewards.
In Action
Duolingo - Not a travel app directly, although its gamified language-learning model helps travellers prepare for trips.
Visit Orlando App - Includes interactive scavenger hunts for attractions.
Marriott’s AR Treasure Hunt - Encourages guests to explore hotels with gamified AR experiences.
Google Local Guides - Rewards users for reviewing and contributing local information.
Any Drawbacks?
Over-Gamification
Too many features may distract from the real-world travel experience. It could all go too far and take the shine off what's actually out there and all be a bit fake.
Cultural Sensitivity
Challenges need to respect local traditions and avoid trivialising heritage. You don't want to step on toes or cause an issue in the name of upping your fun and games. So an awareness here is needed.
Sustainability
Encouraging excessive travel or check-ins could conflict with eco-conscious tourism goals. The whole thing could get carried away and sway people's focus from what's important (whether that be to them or the wider world).
Accessibility
Gamified features should be inclusive for travellers with different abilities. There will be a variety of people involved so it's about catering to all, although that will never really happen so it's a case of doing what we can.
The Future
AR and VR Integration
We'll be looking at gamified Augmented Reality city tours with interactive storytelling and virtual rewards tied to real-world travel experiences.
AI-Powered Personalisation
Custom gamified itineraries tailored to traveller preferences. That could be the likes of foodie quests, art lover challenges or anything that takes your fancy.
Metaverse Travel Experiences
Virtual gamified exploration of destinations, which could inspire real-world trips (or just as it is for people to experience without going).
Sustainability Quests
Apps could gamify eco-friendly choices rewarding travellers for greener actions like using public transport, visiting local businesses or offsetting carbon footprints.
Gamification is reshaping many industries, and travel is no exception. Here we can turn these journeys into interactive adventures and add a bit of spice.
Whether that be unlocking badges for hidden gems, completing cultural challenges or competing with friends, these gamified travel apps can transform an ordinary trip into a game like experience. Whether that's good or bad is up to the individual...
As a traveller, it can mean more fun and a deeper cultural immersion. And as for businesses, it could lead to higher engagement, more loyalty and that ever so handy user generated content.
As AR, AI and immersive technologies evolve, we'll likely see more in the way of the gamification of travel adding an extra dimension to a run of the mill trip.