Why follow the crowd when you can Untrend yourself? Read on for more on how Avis aims to inspire travellers to unlock the world.

Michael Bond
Michael Bond, Consumer Behaviour Expert

Avis Untrending aims to inspire and encourage travellers to try something new and venture out of their comfort zone. This tool highlights locations around the world with little social media traction, but plenty to see and experience. All destinations are located within a two-hour drive of Avis’ top rental locations and tourists are encouraged to break the mould and discover these untrending locations.

The psychology involved in the decision-making process shows that doing something spontaneous can leave us feeling fulfilled or even exhilarated afterwards. Humans are creatures of routine – pattern repetition, like group influence which is one of the most powerful drivers of behaviour and decision-making. Yet spontaneity itself can give a tremendously positive sense of independence and liberation – even if (or perhaps because) it means we’re no longer running with the crowd.

People take the planning of their holidays very seriously, spending considerable time and consulting many sources when looking into destinations, hotels and activities – even if they end up going to the same place they did last time. When making this decision, however independent or rational we think we are, we are strongly influenced in many of our choices by what we see other people doing. To break away from the crowd and go somewhere different can be very difficult and from a logical perspective, it’s risky as there is no guarantee we’ll enjoy it. Following the crowd to popular destinations ensures safety in numbers, an emotional inclination as well as a rational one.

Yet what we really need is a shot at spontaneity. Between a third and a half of people in a number of countries across Europe admitted to having an unfulfilled travel dream, a survey by Avis reveals. To achieve that dream and take the road less travelled, they will have to brave those feelings of discomfort that appear when doing something new. Research shows that they’ll rarely be disappointed.