Visits to Important Astrological Sites
From the birthplace of Nostradamus in Saint-Rémy-de-Provence, France, to the Mayan Astronomy Complex in Mayapan, Mexico, certain places in the world are closely linked to branches of astrology, famous astrologers or even astrological artifacts, like historical astrolabes or clocks. Astrology-minded travelers might be drawn to these sites through a desire to engage in spiritual practices or simply to learn more about the evolution of astrology throughout the millennia.
Destinations Chosen by Star Sign
It’s impossible to talk about modern astrology without mentioning star signs, designations that are based on a person’s birthday. These twelve constellations are grouped into elemental categories—fire, water, earth and air—and associated with certain character traits, which astrologers can map onto destinations. Lists matching destinations to star signs, like these ones from Marie Claire UK and Glamour, make it easy to choose a vacation that fits your position in the cosmos.
Customized Astrological Itineraries
For a more immersive experience, a traveler might ask an astrologer to plan their itinerary using astrocartography—a practice created in the 1970s by American astrologer Jim Lewis. Astrocartography uses birth horoscopes, which describe the position of the different celestial bodies at the time of a person’s birth, to map out travel itineraries that will help the person achieve certain goals, like finding love or deciding on a career path.
How Travel Brands Can Embrace Astrology Tourism
Like astrology itself, astrology tourism is multifaceted: Travelers incorporate their star signs and horoscopes into their travel plans in a variety of ways. This means that there’s no single “right way” to appeal to these travelers. However, here are a few tactics you can use to start building a marketing approach that celebrates the celestial and speaks to astrology-minded travelers:
Understand Your Product
Astrology tourism is like any other specialty niche in the industry—it works best when it’s aligned with a travel brand’s authentic brand and unique offerings. Reflecting on what your destination or hospitality brand can offer travelers is a great first step to incorporating programming aimed at celestial-focused travelers. For example, if your location is known for your dark skies, a focus on astrological stargazing would be a great fit, while if you’re in a more urban, less starry setting, you can focus on the personality traits of different star signs and match them to experiences they can have in your city. Destinations and hotels with strong wellness offerings can offer customized spa and fitness experiences that focus on specific signs or elements.
Take an Elemental Approach
If it seems overwhelming to develop itineraries and experiences for 12 distinct zodiac signs, try taking a more streamlined approach by focusing on the elements behind the zodiac. As we mentioned earlier, there are four elemental categories, each containing three signs. While each zodiac sign is unique, the signs within each element do share some key similarities:
- Fire signs (Aries, Leo and Sagittarius) are typically understood as strong-willed, bold, action-oriented people. Travelers who claim a fire sign often seek thrills and adventures in their journeys.
- Earth signs (Taurus, Virgo and Capricorn) are traditionally seen as more logical, grounded and disciplined. These travelers might be more aligned with well-organized, all-inclusive experiences that offer good value as well as great memories.
- Air signs (Aquarius, Gemini and Libra) are intellectual and curious. These travelers often seek out new knowledge and unique experiences, from cooking workshops to historical tours.
- Water signs (Pisces, Cancer and Scorpio) are associated with feelings and intuition; they seek out comfort and emotional connections.They might be interested in experiences that prioritize wellness and serenity.
By highlighting the experiences your destination has that align with each element, you can appeal to travelers seeking to connect with their star sign’s core personality traits.
Schedule Experiences Around Special Events or Periods
Timing special programming or activities around key events—whether they’re annual events like solstices and equinoxes or rarer happenings like meteor showers and eclipses—allows you to create urgency with your travelers and drive visitation throughout the year. One of the largest astronomical and astrological events during the year is the summer solstice, which in astrological belief systems is associated with power, energy and possibilities. Destinations across the globe host solstice celebrations, concerts, parades and festivals to celebrate the day the sun is at its peak. Consider crafting itineraries surrounding the summer solstice—and its counterpart, the winter solstice, which symbolizes new beginnings—that enhance travelers’ experience of this event.
But you don’t have to stop at the solstices. The astrological calendar includes equinoxes—which symbolize balance and transition—planetary shifts and retrogrades, all of which can lend themselves to unique experiences for travelers. For example, the Foundry Hotel in Asheville has a special “Retrograde Renewal” retreat package available when Mercury is in retrograde (an event occurring three to four times a year when Mercury appears to move backwards across the sky, associated with dysfunction and conflict). This package, which includes a discounted nightly rate and special activities—like a tarot reading and a sound healing session—gives travelers the serenity they’re looking for in a traditionally tumultuous period.
Whether you’re looking to start a summer solstice tradition or are interested in building element-themed itineraries, incorporating astrology into your marketing plan can be a fresh and intriguing way to connect with your target audiences.
