Visit Sweden shows how an overlooked product attribute turns into a compelling reason to buy when it connects with the right customer need.
Visit Sweden has opened a travel agency for introverts.
The Introvert Travel Agency promotes Sweden to folks who want more personal space, fewer obligatory conversations and the freedom to explore without constantly interacting with strangers.
As an introvert, I SO get this.
Some days I’ll happily chat with an Uber driver on the way to the airport.
But other times, I just wanna open my laptop and get some work done without feeling rude about it.
Apparently, I have lots of company.
Visit Sweden commissioned YouGov to survey 9,212 adults across nine countries. Forty-one percent identified as introverts, 67% preferred destinations where social interaction feels optional, and 53% said they’d pay extra for more peace, privacy or fewer crowds.
Sweden already had the perfect product for them.
Its open spaces, access to nature, respect for personal space and cultural comfort with silence were all in place, all along.
The marketing insight was recognizing that these characteristics solve a legit, specific problem for a sizeable group of travellers.
That’s an awesome exercise for almost any product maker.
You spend oodles of time adding features and searching for innovations. Yet overlooked value can already exist inside the product, waiting for someone to magically connect it with a customer need.
A hotel might have unusually thick walls. Maybe a vehicle has exceptional outward visibility, or a software product requires fewer meetings.
None of those gets super powerful until it connects with somebody who stops and thinks, “Hey, I NEED that.”
Visit Sweden took something as ordinary as being left the heck alone and turned it into a reason to fly across an ocean.
Which sounds pretty good to me. I’ll take one of those solo pods, please.
If you’d like help creating and marketing products people feel compelled to buy, the product marketing consultants at Graphos Product can help.