Weird Is In. And It’s Not So Weird After All.
According to a YouGov study, nearly half of Americans self-identify as at least “somewhat weird.” Thirteen percent call themselves very weird. Notably, respondents were not even offered a definition of the term—suggesting that simply feeling different might now be one of the most normal things in America. For travel and tourism brands, that’s not just a cultural footnote. It’s a strategic opening.
The Rise of the Offbeat Traveler
Today’s travelers aren’t seeking sameness—they’re chasing surprise, self-expression and stories. They’re drawn to the unconventional: the ghost tours, the glow-in-the-dark kayaking, the taxidermy museums. (Ask me sometime about the home rental I stayed in where bedazzled taxidermy was the main décor—each animal crying diamond tears. It was weird, and yes, totally unforgettable.) A perfectly curated Instagram shot is no longer enough—if anything, it’s a red flag for something too polished to be real. Travelers want experiences that reflect who they are: quirky and curious, not quite mainstream. As the research suggests, campaigns that embrace the fringe, the fringe-dwellers and the quirky can resonate more deeply than those that try to appeal to everyone.
Weird Works—Because It Feels Personal
Weird isn’t about shock value. It’s about individuality. Some of the most iconic campaigns of all time—from Apple’s 1997 “Think Different” to Old Spice’s surreal humor—tapped into the universal experience of feeling different, misunderstood or just delightfully out of place. That emotional cue translates into a powerful connection in the tourism and hospitality space. Here are some favorite ways I’m seeing it play out in hospitality:
• Local Flavor, Literally and Figuratively: Highlight eateries with one-item menus or culinary oddities that locals love—but outsiders might need a little courage to try. One of my long-time clients offered escargot pot pie as part of their in-room dining menu—we had a lot of fun leaning into the surprise and delight factor on that one.
• Experiences with Edge: Partner with venues or creators offering niche events—we’ve discovered standup paddleboarding dressed as witches is an October hit on the Hudson River, for example. Other kinds of efforts, like rooftop stargazing with astrologers or folklore walks that bring ancient legends to life, can have similar appeal.
• Marketing with Personality: Develop brand personas that are unapologetically offbeat—like hotel chains with themed rooms based on your favorite Broadway shows, mini-golf courses that double as art installations, or scavenger hunt experiences that guide guests through a destination’s weirdest spots. (One luxury resort I’ve found even hides a storybook-style dining den underground—arched stone ceilings, candlelight and cozy curved doorways included. The menu? Whiskey pairings and wild game. It’s fantasy-meets-fine-dining.)
Ideas for Travel Marketers to Inspire and Celebrate Weird
1. Build “Weird” into the Brand DNA. Don’t just tolerate the offbeat—brand around it. Think of how Austin’s “Keep Austin Weird” became a civic and tourism rally cry. Your destination might already have something quirky—make it core, not fringe.
2. Design for Participation. Invite travelers to contribute to the weirdness—through interactive exhibits, costume-friendly events, or experiences that let them “perform” their quirkiness.
3. Use Weirdness to Humanize the Brand. Showcase the unexpected stories behind your people, places or practices. Weirdness makes brands feel real. It’s why “staff pick” shelves in bookstores work—and why travelers love talking to hotel bartenders.
4. Make Space for the Unpolished. In an overly curated world, rawness feels refreshing. UGC that’s funny, messy or downright strange often has more traction than picture-perfect posts. Encourage it.
Be the Brand That Gets It
If nearly half your audience identifies as weird, the smartest move your brand can make is to meet them there. Not with a wink or gimmick—but with real curiosity, respect and joy. Weird isn’t a liability—it’s an invitation. It invites connection. Curiosity. A sense of belonging. And maybe, just maybe, it’s the best way to build real brand loyalty. As Mower’s Making Fierce Friends® research reminds us, affection, relevance and trust are the heart of any lasting relationship between a person and a brand. And weirdness—when done with care—can spark all three.