You Are Here – How to Never Lose Your Way in a New City

"Like all great travellers, I have seen more than I remember, and remember more than I have seen." I wish it was my original quote, but Benjamin Disraeli wouldn't let me have that honour; still I completely agree with his words. Okay, so first of all I know the post is titled “how to never lose your way in a new city”, but that's kind of inevitable, even impossible. I mean you could lose your way in your own sweet city. So in that sense this post essentially tries to share some tips with you on how to minimise the probability of getting/ feeling lost in a new city and have a great experience while you're at it! Does that sound fair to you? Okay then, let's start sticking pins on a map and threading our way through the city of your choosing.

Know thy city

Every city in this world follows a pattern, from the most planned to the most chaotic, every city in this world still follows a pattern – be it its layout, its architecture, its public transportation, its health services, its culture and customs, including even the general attitude of its people. And city exploration, in that sense, is a glorified pattern recognition exercise. You might need to pay a little more attention sometimes, but you’ll find it eventually. If not, then keep looking, the time you invest in recognising these patterns, would save you a lot of time later during the remainder of your stay there.

Make no mistake, cities are living entities, with memories, personalities and everything, and hence you can glean a lot of insights by finding about their past. Check out the history of the city, and the more you begin to do so, the more sense everything starts to make.

It’s great to be spirited like Marco Polo and Christopher Columbus, but you don't have to be as adventurous to just go out there and make your own maps on the go. Today you have far more advanced navigation technology available in the palm of your hand than the greatest of explorers in the past. So use it. Download maps, apps, reviews and use GPS to find your way to your destination.

If you like tangible maps, then by all means do get a paper map, and then get another one, and then another – yeah from three different sources. Never rely entirely on a single one, especially if it’s a sponsored tourist map. There's only so much space on a map, so the sponsored one would only contain key things of interest from the point of view of the sponsor/publisher and their partners. And it would almost never be comprehensive (and it’s not supposed to), but what would happen is that you’d miss out on critical pieces of information if you rely only on a single map. The true map (if at all there is such a thing) is the mean of all these three maps that you have (obviously with an associated confidence interval).

But if you're more the believer in 'the journey' than ‘the destination’, and I think all of us should be like that every once in a while (depending on the time you have), then don't fuss too much about the tech or the maps, you'll get there eventually like many others have before you.  Just enjoy the ride.

Know thy neighbour

There's a reason why testimonials are such a powerful tool in marketing, because we're programmed to believe more in what “real people” say than what's written on a website. So an endorsement by a third person helps in alleviating our scepticism, and provides us with trust and comfort. It's just an instinct.

So, don’t always take the tourism and other marketing literature on “must-see” and “must-do” things as word of the gospel. Read the reviews of real travellers from reliable unbiased sources, or better still from the people you know who’ve already been there, to get some practical and “real-world” information.

Most important...know thyself

As with almost everything in life, planning your travel starts with your objective for the trip. Depending on what you want to achieve, your itinerary might change dramatically. Many things in many cities are seasonal, so check out if it’s a good time of the year for the activity of your choosing and plan ahead for it (although off-season has its own benefits). For example if you’re the cultural explorer type like me, and want to see the city’s popular concerts and museums, then check out when does the cultural season start in the city, or if that museum you want to visit isn’t shut down for renovation.

Also dependent on that season are the prices and availability of tickets and accommodation, among others. Knowing about the seasonality can save you a considerable amount of money, and more importantly make sure that you get timely reservations for things you actually desire to see/ do. Some days you might need to pay a fortune, while on select few you might actually be lucky enough to be treated to a free performance. Well, I guess that’s definitely something worth planning for!

Know thy locals

Never go with the idea that the local language would be same as/ similar to your mother tongue or even English for that matter. Have a plan in place to deal with the local language at your destination; learn some common greetings and phrases essential for survival. Some locals appreciate the fact that you respect them enough to have at least tried to learn their language, and in turn they might be more forthcoming in helping you out in whatever ways they can. I can’t stress enough that it might work with most people but sometimes you might just get unlucky and encounter a grumpy one, who'll spoil your first impression of the city forever!

The best way to get information out from the locals is by, well you know, talking to them. More often than not, they’d be quite willing to talk to you, especially after they’ve had a business transaction with you – like that waiter at the restaurant, or that cab driver, and obviously the hotel concierge.

Two's better than one. Although I have no reservations in travelling solo, but if you have company, at times it can help you in getting some leverage in terms of bargaining with the locals (you can even try the ‘good-cop bad-cop’ tactic in negotiating deals in your favour!) as well as being better from a security point of view.

Know thy plans and thine contingencies

Choose a base camp! Preferable would be in the heart of the city, or more importantly near a major transport hub from where you can get direct connections to everywhere in the city. That makes getting around easier, and you don’t waste precious time in commuting. 

Secure your belongings. Once that’s done, you’d feel more comfortable and can focus on your exploration rather than wondering who might be rummaging through your luggage, while you’re out there taking selfies with unabashed confidence.

Bear in mind that your luggage might get misplaced on arrival (yeah, the one in which you packed your favourite polka-dot garments and jumpsuits!), and you might not have access to it for about the next 24 hours. Plan for that contingency.

Also, don’t just sit in the base camp and keep planning, get onto the city transport – tram, metro, bus, etc. This way you can see around while you plan, and more importantly you can also get quick and valuable tips from the locals while on your way, which you may not find that easy on the internet!

Buy a single ticket/ city pass to save some costs and the inconvenience of standing in queues, but absolutely make sure that the places you want to explore are covered by that.

Do not lose data – be it your photos (yep those same selfies taken with unabashed confidence), your maps with all those detailed annotations, or any other critical information and documents. Plan for backup...always. It’s easier than you think.

Food is something you’re going to have probably not more than three times a day, so there are only so many places you can explore, and assuming your hotel charges already include breakfast, that leaves you with only two opportunities. Don’t rely entirely on the locals for recommendations. Do check out sites like TripAdvisor, Yelp, Zomato, etc. for a taste of local flavour. You can find reviews, prices, menus, even ideas on what to order with what accompaniments! Again don’t overdo it, relax, talk to restaurant folks, don’t be afraid of trying the chef’s speciality (there’s a reason they call it that) and let them impress you by creating some magic of their own.

If you’re on a budget, don’t let that discourage you from going out and exploring, as there are ALWAYS (in caps) plenty of things to see/ do in a city that would cost you zilch but can give you that top-class local experience of the city, without any significant compromise.

Not all those who wander are lost

Travel is the best way to explore, discover and experience realms unknown, through which many a time we discover self. Finding your way in a new city isn’t that much of a science, as it is common sense. Planning in advance, using all the resources at your disposal, is a great way to make sure your upcoming trip would be an amazing, and even life-changing experience. But don’t overdo it, otherwise what’s the fun in exploration. Leave a little to imagination as well; it’s an amusing little thing!

Did you find some of these tips useful? I'm sure you have plenty of travel experiences of your own, both great and not-so-great. Please do share them with all of us fellow travellers in comments below.

© Jayant Rana, 2013

Image credit: Foter.com / practicalowl / CC BY-NC; TaylorMiles / CC BY-NC-SA; Kalexanderson / CC BY-NC-SA; Don Sullivan / CC BY-NC-ND; JD Hancock / CC BY; ShironekoEuro / CC BY-ND

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Global Convergence of Consumer Tastes – Fact or Fiction?

There's a secret dream that every international marketer's heart harbours, whether it remains a distant dream for long or not is the question. The underlying thread that weaves through all the hype surrounding catchphrases like ‘glocalisation' is but the convergence of consumer preferences globally. And that's sort of the holy grail of international marketing!

TL;DR version : Global convergence of consumer preferences is a reality we're witnessing each day. This has profound implications for international marketers. Concerted strategic marketing efforts can shape & drive this convergence.

Holy Grail, eh? Just break it down for me, would you?

The ‘Global Village' is no more a myth thanks to the rise of global capitalism, falling of barriers to international trade, increasing interconnectedness and a cross-fertilisation of ideas, which has been further fuelled by the convergence of media, income and technology. Today, we see a certain degree of homogenisation in the global consumption patterns as national borders and traditional cultural boundaries blur rapidly, leading to the identification of global segments. Yet, the idea itself isn't novel; Theodore Levitt in his landmark 1983 article had argued that this homogenisation of needs and wants was inevitable as the rational consumer would invariably prefer standardised products of high quality and low price. So when we see McDonald's prospering around the globe, western fashions becoming common in many eastern countries and cross border music channels like MTV becoming a rage everywhere, it's of little surprise to the international marketer. The evidence is for everyone to see mainly in the form of various marketing messages of omnipresent brand identities predominantly in the FMCG and technology sector. People around the globe are developing preferences for the same products, wearing the same type of clothing, watching the same TV programs, and playing the same digital games on their computers! And these consumer behaviour trends are being reinforced all the more by the print media, radio, TV and to an increasingly great extent, the Internet.

Then why do we still see so many differences across markets?

All said and done, the convergence isn't perfect and its foundations are regularly questioned in view of the substantial variance in consumer behaviour across nations. But with differences of per capita GNP progressively disappearing, culture has become a powerful variable to explain this trend, and which the Hofstede studies also corroborate. National culture, which is broadly the values, beliefs, norms and behavioural patterns of a national group, is subject to global culture's continual influence, which in turn is instrumental in reshaping an individual's personal culture. Even as these global cultural values get transmitted to the individual, he retains a set of core common values, which helps explain this partial heterogeneity in consumer behaviour. Still, the consumer tastes appear to be driven less and less by long-standing local and regional traditions, and more by perceived desirability of global brands. Simultaneously, there seems to be shift in values as well towards standardisation.

Sounds pretty cool, but is this thing for real?

Commodities of culture-association, like alcoholic beverages, etc. are harbingers of the degree of cultural convergence. Research shows an increasing health consciousness of the consumers as they switch to beverages containing less alcohol, also a switch from the local traditional drinks to beverages that are seen as more fashionable as well as healthful has been observed. Apart from such commodities, digital convergence too is being largely guided by consumer preference. Consumers globally have shown a preference for mobile telecommunication handset size similar to that of the current PDA or mobile while adopting a considerably larger display, thereby directing R&D to increasing the pixels per inch, while still maintaining the portability. But obviously, given some degree of heterogeneity in this trend, partial, rather than perfect, convergence is expected. But the good news is that research also shows that concerted strategic marketing efforts can affect consumer perceptions and actually alter consumer choices. This means that to be effective, the various marketing activities like standardising the product, identical brand names, uniform packaging, synchronised product introductions, similar advertising messages across markets in various countries, have to be integrated and coordinated well. Advertising should seek to portray products in idealised and desirable context, because globally consumers buy the products that they believe express their identities.

Alright, so what's the lesson for the international marketer?

The global marketer should take heart from this fact that cultural traditions aren't impenetrable, and that consumer choices can be affected by intelligent strategic marketing, which is an interactive and evolutionary process. Tempting, though it may be to read the consumer psyche every day and regularly adjust your marketing model to it in consonance with local traditions, it is not sustainable in the long run from an international marketing perspective. The key is to identify homogenous global segments so that if at all any customisation is required, it is minimal. Standardised marketing strategies and products are actually the future drivers of cultural change and consumer convergence.

© Jayant Rana, 2013

Images courtesy: Foter / sebr / CC BY-NC-SA; heiwa4126 / CC BY; Express Monorail / CC BY-NC-ND; kateboydell / CC BY-NC

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