experience travel means

What is experiential travel?

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Experiential travel is the one of the latest trends in the travel and tourism industry. Increasing in popularity, this type of tourism is often viewed as ‘good’, frequently facilitating niche tourism or sustainable tourism endeavours. But what actually is experiential travel and what is it all about? Read on to find out….

Where did experiential travel come from?

Why is experiential travel on the rise, how is experiential travel marketed, examples of experiential travel , how to make your trip more experiential, why is experiential travel a good way to see the world, further reading.

Put simply, experiential travel is travel that focuses on experiences first. It is a world away from spending a week lying on a beach or around a pool – though of course there is nothing wrong with tourism like this, and it’s something we all need from time to time! Experiential travel is also known as immersion travel. This is because people ( tourists ) are fully immersing themselves in a particular culture or a certain place – whether that be a specific site or a general country.

When travelling in this way, tourists will actively seek out and engage in things that make the place what it is. This includes eating local food, learning about the history of a place, speaking to the people who live there and so on. Experiential travel is very often transformative for people.

Nobody particularly invented experiential travel. Since the dawn of time (almost…) people have been travelling from their hometown to another place, and taking the time to engage with and learn about that destination. However, the concept does have a name now. Experiential travel has been likened to the concept of experiential education (which I discuss in my article on educational tourism ), which was first discussed by John Dewey in his 1938 book Experience and Education .

Dewey was an educator and philosopher. Study.com says, “John Dewey is probably most famous for his role in what is called progressive education. Progressive education is essentially a view of education that emphasizes the need to learn by doing. Dewey believed that human beings learn through a ‘hands-on’ approach. This places Dewey in the educational philosophy of pragmatism .

Pragmatists believe that reality must be experienced. From Dewey’s educational point of view, this means that students must interact with their environment in order to adapt and learn. Dewey felt the same idea was true for teachers and that teachers and students must learn together. His view of the classroom was deeply rooted in democratic ideals, which promoted equal voice among all participants in the learning experience.”

So, experiential travel is a similar type of thing. It was first mentioned itself in 1985, in a book called Insights in Strategic Retail Management by John Gattorna . The concept was described as being “where the destination is not as important as the experience which can be had there”. And this is exactly what it is!

People are looking more and more towards ‘doing’ things while travelling, rather than spending time just switching off and relaxing. But why is this? There are many reasons, including wanting to gain new knowledge and also emulate experiences we may have seen in films, on TV and on social media or blogs. But overall, there is an evident movement by consumers away from the traditional sun, sea and sand holiday model towards more unusual and immersive forms of travel.

And people don’t just want to have an immersive experience, they want to share it with the world too! UK-based holiday home insurance provider Schofields ran a survey that showed that 40.1% of ‘millennials’ consider whether or not a place is Instagrammable as their top priority when choosing and booking holiday destinations. People like to post stories and images that make them stand out from the rest of the crowd. Be that their friends, fans or just general social media followers!

Especially following the pandemic, people are really looking to get out and *do something*. Adventures are good for the soul, a chance to make memories and really live. For many, it feels like there hasn’t been a lot of chance to live over the past couple of years. So heading to a new and exciting destination and trying new activities, meeting new people, tasting new foods… it’s invigorating!

Experiential travel is rarely given this title when it is being sold. It is repackaged and relabelled, often called ‘adventure travel’ or ‘experience travel’. Scott Dunn , a luxury travel brand, is one company that do market this type of travel as being experiential. They describe it as being ‘ immersive, adventurous and authentic. A journey that gets you beneath the skin of a culture to experience life as a local. That could mean thrifting with a fashion designer in Milan or dining with a food blogger in Cape Town. In a work hard, play hard world, we design trips that challenge your perspective to encourage you to rethink your relationship with people and places’.

Experience Travel Group , which offers experiential travel throughout destinations across Asia, describe it as ‘boutique holidays for curious travellers’. And travel group Exodus offer adventure holidays, which boils down to experiential travel. They say “there’s something about the feeling of visiting a new country, culture or environment – whether that’s a mountain range, desert or jungle – that just can’t be beaten”.

Anything that is marketed as an adventure will be a chance to try experiential travel. Essentially if you’re not lying on a sunbed drinking cocktails and perusing the buffet for 2 weeks, your trip is probably some kind of experiential travel… or at least it can be!

Inner Mongolia Itinerary. experiential travel

Because the term experiential travel is broad, it naturally encompasses many different types of tourism and holidays that come in all sorts of shapes and sizes. A tourist might achieve an immersive experience by staying in a homestay and getting to know the local people and culture or they might choose to donate their time by taking a volunteer tourism trip. Travelling to places that are off the beaten path, such as Inner Mongolia or the Chinese Silk Road can be a great way to ensure that you have an immersive experience too.

Other ways that tourists might choose to experience experiential travel might by climbing Mount Toubkal or diving in Dahab . They might do a road trip through Canada or take a city break to Shanghai. Visiting these places and taking these trips doesn’t entirely make your experience one of ‘experiential travel’, however. It’s all about getting under the surface. So when you’re away on a city break, you might take a cooking class or a food tour- choose this rather than just heading to the city’s most popular restaurants or ask for ‘off the beaten track’ recommendations from locals, from taxi drivers, from shop assistants etc.

Experiential travel is a about immersion. There are many, many ways that you can be immersed in the local culture and way of life! Here are a few examples:

Book a homestay or use a housesitting app – find out more about homestays here !
Take a walking tour led by a local
Book a cooking class making local dishes
Eat at independent restaurants
Join in with a community-improvement activity such as a beach clean up
Experience local entertainment like a gig, football game or theatre show
Speak to as many people as you can
Use local/independent taxi firms rather than Uber
Do some volunteer work
Stay in the destination for an extended length of time e.g. through slow tourism
Get off the beaten path

Experiential travel is so good for you. It helps broaden your horizons and teach you new things: you might learn a language, pick up some new recipes, learn the history of a culture you may not have even heard of before. It can change your perspective on things when you see the way other people live. A huge part of it is letting go of the stereotypes you might have (consciously or subconsciously) created in your mind about a community, a place, a certain group of people. Be willing to change your beliefs!

Experiential travel is also brilliant for local communities. Visiting a small, family-run restaurant rather than a chain, for example, ensures that your tourism dollars are benefiting real, local people and prevents economic leakage in tourism . This in turn helps to protect the culture we are absorbing on our travels. And visiting local communities, especially small tribes such as the Long Neck Tribe in Thailand , helps prevent globalisation and development in a way. By spending the time travelling to places to (respectfully) see and interact with these groups, tourists can help communities to achieve positive economic and social outcomes.

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What Is Experiential Tourism?

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“Experiential tourism” has become a popular term for travel marketers, but it can mean different things to different people. For some, experiential travel means doing anything that falls outside of a standard sightseeing, museum-going itinerary. For others, it is defined by interactions with locals or by going to places that might not be considered tourist attractions at all.

The definitions might be different, but the goals of experiential travelers are usually similar: to immerse themselves in a way that leads to some sort of discovery, insight or inspiration. This travel philosophy is usually championed by fully independent travelers (those who travel without help from agents or guides), but tour companies and even non-profit organizations have embraced the trend, promising transformative experiences to people who buy their vacation packages or join their volun-tourism programs .

Is experiential tourism redefining travel or is it a fad that will eventually fade? If it is a lasting travel trend, how will it affect off-the-beaten-path destinations that usually do not see many mainstream tourists?

Leveling the field

For some places, the experiential travel trend could be a game-changer. Smaller destinations cannot hope to compete with tourism heavyweights when it comes to infrastructure, advertising budget and investment. They can, however, differentiate themselves by focusing on the unique experiences they offer.

Manitoba provides an example. The oft-forgotten Canadian province highlights how local tour companies and communities can use the experiential trend to gain an edge in the ultra-competitive travel marketplace. Travel Manitoba explains that small operators can “avoid unnecessary risks and major investments by shifting the opportunity focus from building more infrastructure to building the capacity of people who can tell your ‘story' and connect with the traveler.”

According to Manitoba’s tourism stakeholders, the “ingredients” of a successful experiential tourism strategy include hands-on activities and interactions with locals . They also highlight the need for guides to change their approach to guiding. The goal should be to facilitate tours so that tourists can make discoveries and gain insights on their own.

Can all smaller destinations benefit?

On paper, the Manitoba approach sounds like a great idea, but is it practical? Some conscientious travelers might choose a destination because they want to support such grassroots efforts, but most are, first and foremost, seeking experiences. If they want to succeed, these destinations have to deliver.

New Zealand’s tourism development in recent decades suggests that experiential tourism can indeed help off-the-radar places develop into mainstream destinations. Admittedly, this Southern Hemisphere country was able to take advantage of the buzz from the "Lord of the Rings" movies to help its tourism efforts. However, New Zealand has stuck with advertising campaigns that focus on adventure and culture rather than on attractions related to the popular films.

Adventure sports, culinary and wine tourism, and cultural excursions have led to a boom for New Zealand in both the U.S. and Asia Pacific markets. This has happened at a grassroots level, with more than nine out every 10 tour companies in the country having fewer than five employees. This means that even if people are there for the skiing or wine and nothing else, they will often be interacting directly with local people in a way that is more personal than in destinations with more traditional tourism infrastructure.

An emotional connection

Nova Scotia’s Cape Breton Island has, like Manitoba, published a list of ingredients, which they call “essentials,” necessary for a successful experiential tourism sector. Keywords like “hands on” and “authentic” are part of this document, but so is something else: “emotion.” In other words, the goal of travelers is to find experiences that allow them to feel a connection to a place rather than to just see it.

This is not a new idea. You often hear people express affection for major world cities like Paris, Hong Kong or New York without ever mentioning the Eiffel Tower, Victoria Peak or Times Square. Perhaps the real allure of experiential tourism is that it makes it acceptable to seek out this kind of emotional connection.

A win for sustainability

The issue of sustainability might be important to travelers, but it might not always be practical to travel in a sustainable way and to support the preservation of local culture and ecosystems. This is especially true in mainstream tourist destinations.

Experiential tourism, on the other hand, can make sustainability more practical when it comes to both culture and the environment.

How is this possible?

Uniqueness is one of the biggest assets that a place can have when it comes to experiential tourism. Ideally, tourists who are interested in this kind of travel would reward a destination for preserving its nature, culture, historic architecture and other aspects of their destination by spending their travel budget there.

Culinary tourism

Ulf Liljankoski / Flickr

One of the most popular forms of experiential travel is culinary tourism. This can involve visiting neighborhood restaurants or markets with a local guide, or it could be more in-depth and include cooking classes, wine tastings and even picking trips to farms or gardens. La Boqueria, a classic market in Barcelona, has been successful at offering cooking classes and other immersive experiences to people who would otherwise only come there to sightsee.

Food tourism is currently one of the most accessible forms of experiential travel. Tourists seem drawn to culinary experiences , proving that experiential travel can cross over into the mainstream. The foodie trend also shows that worries about the "McDonald's-ization" of the world are unfounded.

An authentic image

Andri Koolme / Flickr

Social media has played a part in the rise of culinary tourism. Whole social accounts are based on nothing but pictures of raw ingredients and beautifully plated dishes. This points to a larger trend that shows that, like it or not, social media is how people connect with and get inspired by like-minded travelers. What does this mean for experiential travel?

The “Instagram effect” is real, and marketing offices have started inviting photographers with large Instagram followings on press junkets. This has helped to redefine travel , with people wanting to have the same experiences as those they see on social media.

At a recent tourism event, the head of marketing for the Tourism Authority of Thailand, Chattan Kunjara na Ayudhya, pointed out that the process of taking images to post on social media can be beneficial for experiential travelers if the images are authentic. “An authentic image can tell a very complex story in a very simple way. These simple images are shared by travelers on a day to day basis.”

He went on the explain that destinations and tourism industry stakeholders should be responsible for presenting tourists with the opportunities to create such images. “We need to make sure that we are creating authentic experiences that are shareable."

Volunteer, see the world

Another aspect of experiential tourism involves immersing yourself in something that you are truly passionate about. This could be cooking, pottery or something more obscure, like the conservation of wild plants. Such nature-based immersive experiences are offered in Southern Oregon by the Wild River Coast Alliance , which organizes programs that support communities and ecology in the region.

For some, simply getting beyond the tourist trail and seeing the real culture of a destination is the ultimate example of experiential tourism. This has always been a popular option for youth travelers or so-called “gap-year” tourists. Tour packages offering such experiences often have an educational angle (studying abroad or participating in a language immersion program). Some involve homestays or volunteering on development projects while living abroad.

Understanding the place

Are tourists simply ticking experiences off their to-do list just as they’d tick off sightseeing sites, or are they actually gaining understanding of the places that they visit? The criticism of the experiential trend is that immersion experiences are, in general, just another way to package tourism. The trend may allow smaller destinations to capitalize on their unique attributes, but the travelers are still short-term visitors whose travel experiences are lacking .

Is it possible to be overzealous in this pursuit of experiences? In Luang Prabang, an historic city and UNESCO World Heritage Site in Laos, one tradition has become quite popular with tourists. The practice of donating food to feed the city’s monks occurs every morning. Local people congregate at the roadside and put food into the monks’ bowls as they walk past. Tourists began coming early in the morning to photograph the procession-like practice. Some even take part, raising concerns that this once quiet, solemn religious affair has descended into a noisy spectacle.

The Luang Prabang Airport reportedly has signs that offer advice on how to participate in the almsgiving in a respectful way.

The future of experiential tourism

The demand for air travel is expected to double in the next two decades. Tourism is growing at a steady rate. Despite criticisms and drawbacks, the growth of experiential tourism could allow smaller players in the tourism industry to benefit from this growth without having to sacrifice their culture, sell their land to developers or change the way that they live.

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Experiential Travel: Creating Memories, Not Checklists

Trends in the tourism industry are constantly evolving, and experiential travel is one of the latest trends that has only increased in popularity over the years. The key point of experiential travel is to create memories that will last you a lifetime, and if that sounds like exactly your type of travel, this guide will be helpful.

What exactly is experiential travel, why should you engage in it more often, and the top tour operators for experiential trips are just some of the key things covered in this detailed guide. Keep reading to learn more about experiential travel and see why so many people have become engrossed with it!

What Is Experiential Travel?

Experiential travel is a travel method that has been talked about for decades but has become increasingly popular over the last few years. It’s essentially a way of traveling that allows you to really dig deep into the local culture and fully experience every new place you visit.

Experiential tourism is mostly focused on experiences as opposed to destinations. It also entails spending more time with locals and exploring off-the-beaten paths, instead of just visiting tourist attractions with the highest ratings on Trip Advisor and Google Maps.

This type of tourism is also known as immersion travel because it entails travelers being fully immersed in a local culture. I like to think that immersion travel is just one aspect of experiential travel, and that adventure travel is just as an important part of it.

You can immerse yourself in a local culture all you want but if you don’t actually have authentic local experiences, I don’t think you can still call it experiential travel.

The complete opposite of experiential travel would be something like traveling to a foreign destination and staying at a resort the entire time you’re there. Sure, it’s nice to relax for a few days and spend your time sipping cocktails on the beach, but can you really say you’ve visited Mexico if you’ve never left the hotel? Experiential travelers would disagree.

Benefits of Experiential Travel

The main advantage of experiential travel is that you will end your trips feeling enriched by local cultures, and you will create memories that will last forever. You will actually get to learn and understand the history and traditions of a place, and if you do it right, you can make friends everywhere in the world.

Another benefit of experiential travel is that it should be more affordable. You wouldn’t stay in a fancy hotel, but rather in an apartment rented out by a local. You can even look into house-sitting and pet-sitting options, or just stick to couchsurfing for the most authentic experiences.

Choosing local accommodation instead of mass hotel chains allows you to get in touch with the hosts, which can provide valuable tips about the local communities and the destination’s culture.

Examples of Experiential Travel

When I plan a trip to a new country, I usually start off by creating a map on Google Maps with all the most famous landmarks, tourist attractions, and museums. I prefer to do things by myself and I avoid hiring guides and travel agents, so I do aim to achieve some level of immersion into local culture.

I also make it a point to eat at as many local restaurants as possible and try all the most famous foods in that city. The opposite would be sticking to Burger King or McDonald’s because they’re “safe” options.

While all of that is part of immersion travel, a true experiential traveler wouldn’t aim to visit just the most famous attractions in a new city. Instead, they would look for knowledgeable locals who would help them find all the best-hidden gems and places that locals enjoy the most. It could include visiting a quaint restaurant with the best local cuisine or partaking in an activity that is specific to that city.

It means joining a pasta-making class when you’re in Italy, partaking in a Flamenco dance class while you’re exploring Spain, or attending a local football game when you’re staying in England.

Planning an Experiential Travel Trip

When you’re planning an experiential travel trip, try to focus on encountering authentic local experiences. I would suggest starting off with a quick walking tour of the city. But try to look for local guides that do these tours in smaller groups – it will be a much more immersive experience and you’ll get to actually learn something, especially if you’re spending time with like-minded travelers.

Then, I suggest you do some research about the cuisine of the place you are visiting and learn about the different local dishes. Try to find restaurants that are frequented by locals – if you’re not having too much success, ask your host or a local guide for recommendations.

I’ve found that asking people on Reddit can also yield some great results because there are often locals who are willing to help tourists get to know their cultures.

Next, consider what the country or city you’re visiting is most famous for and try to find attractions or experiences that incorporate that to really get a sense of how the locals are living. An example of this would be going on at least one hike if you’re traveling in the more rural areas of Switzerland, or swimming in the Rhine River if you’re staying in Basel because it’s what the locals actually do.

Top Experiential Travel Companies

Velocity black.

Velocity Black is one of the best examples of a modern concierge service that goes above and beyond for its clients. Services offered by the company include organizing trips and holidays that are tailored to your wants and needs. Velocity Black can offer its members deals on flights with the world’s best airlines, free upgrades, and access to some of the best hotels in the world.

The company is also able to organize special experiences for its clients, which range from hanging out with celebrities to swimming with orcas. The annual membership fee is £2,000 and there’s currently a waiting list to join.

Vivid Travel

Vivid Travel is an experiential travel company that focuses on creating personalized travel itineraries for their customers. The agents will ask you questions about preferences for accommodation, ideas for experiences, and attractions, but also about your budget and preferred vacation length.

Then, they can create you a unique itinerary that explores all the things that interest you the most, while staying within your budget. They’ll do all the booking for you, and it’s a great company to use if you don’t like doing the research and bookings yourself.

Niquesa Travel

Niquesa Travel is another tour operator that specializes in custom travel itineraries. It’s more of a luxury travel company, so not the best operator to use if you’re trying to travel on a tighter budget. The company can plan and organize every aspect of your trip, from flights to immersive experiences.

You can contact Niquesa Travel to arrange any type of trip you want, and they also have a few pre-made itineraries that sound amazing. Travel to Morocco on a limited budget and follow a series of clues as you explore the local culture, or go on a road trip through England in a supercar.

Black Tomato

Black Tomato is a favored luxury travel company for experiential travel. This company has pre-made itineraries for virtually every corner of the world, but its agents can also create entirely new customized itineraries for customers.

Trekking in Nepal, safaris in Uganda, and sailing in the Galapagos Islands are just some examples of trips this company can arrange for you. Allowing Black Tomato to plan your trip means you’ll need to tell them everything about your preferences and budget, and they’ll do absolutely everything for you from booking the plane tickets to reserving you a spot in the pasta-making class in Tuscany.

Abercrombie & Kent

Abercrombie & Kent is one of the oldest luxury travel companies with a history of more than six decades. The company is known for incredibly detailed personalized itineraries, as well as excellent service.

Booking a trip with Abercrombie & Kent means that you could attend a private tour of a museum, get customized meals, and stay at places that are off-limits for regular people. This is one of the priciest tour agencies for experiential travel, but also one that can offer you a unique and personalized experience in every corner of the world.

Current Trends in Experiential Travel

Trends in the travel industry are constantly changing, but the core of experiential travel will always be immersive experiences. Adventure tourism is becoming an increasingly important part of experiential travel, and more and more travelers are spending their time hiking, backpacking, rafting, skydiving, and engaging in all sorts of other adventures that are typical for the places they are visiting.

Meaningful engagement with the local communities is also a growing trend in experiential travel. Forming an emotional connection with people in a foreign place is essential for creating lifelong memories, and an increasing number of people will spend their time visiting schools, museums, theaters, and similar places that the locals frequent in their daily lives.

But the way I see it, you should focus on experiences you’re genuinely interested in, and skip any experiences you might not enjoy, regardless of how local they are. An example of this would be if you were in London – maybe it would be a truly authentic local experience to spend an afternoon at a pub and go to a football match, but if that’s not something you would genuinely enjoy, you absolutely shouldn’t do it.

Instead, do something that’s fun for you – see a play at the Globe Theater, or spend an afternoon in the Natural History Museum, if that’s more up your alley.

The Future of Experiential Travel

Even with the rise of experiential travel among young adults, there is still absolutely a market for those who prefer to spend their vacation days lounging and relaxing. However, experiential travel has become extremely popular over the past few years, and it was in part a result of the global pandemic of 2020.

Most of the world was stuck for nearly a year, unable to leave their house properly, let alone travel to a new destination. When the countless restrictions were finely dropped and we were allowed to start traveling again, people wanted to get out of the house and do something.

The future of experiential travel lies in more personalized experiences and sustainability. More and more tour operators are shifting to offering immersive travel experiences to satisfy the growing demand for experiential trips. Also, the importance of AI is growing at the same time as the demand for experiential tours, and it’s hard to imagine a world in which the two don’t become integrated.

It’s expected that travel companies will turn to AI to help create unique and personalized itineraries and that VR will become a bit component of experiential travel. It’s only a matter of time until VR allows us to become fully immersed in destinations that we cannot physically visit, whether it’s a trip to Macchu Picchu from the comfort of your couch or a tour of ancient Rome.

About the Author Anna Timbrook

Anna is the co-owner of expert world travel and can't wait to share her travel experience with the world. With over 54 countries under her belt she has a lot to write about! Including those insane encounters with black bears in Canada.

What is Experiential Travel, and why is it important

by Paula McInerney | Dec 14, 2016 | DESTINATIONS , Experiential Travel | 8 comments

So what is Experiential Travel, and why is it so important? Let me explain.

It was the imperfect start to a perfect day and the start to our immersion experience in Valencia Spain. Chef Cross, and yes that is his real name, was cranky. We were unavoidably late to our paella class in Valencia, Spain . I tried to explain why we were late, but he didn’t speak English, and I don’t speak Spanish, so my explanations were sort of pointless; and well, he seemed just a little ..well…angry.

I was hot, and I was bothered because I have this punctuality fetish. He was hotter and seemingly more bothered that we were late to his Academy of Paella and he appeared to be a proud man. It was a Mexican standoff between one short, red-headed Australian with a bit of a temper and one big and cantankerous Spanish chef. Chef Cross had a beer in front of him, in the cobblestone alley outside of his school in this appealing Spanish city . I pointed to it, grabbed it, and took a sip…ok, ok, I took a gulp. He looked at me, smiled and therein nearly ended our Mexican standoff.

But more of that later.

I will just say that the best thing about experiential travel is the people you meet. The lovely man who was the volunteer tour guide in Tokyo, Japan, the girls from Antwerp who were hungry and chose to help us eat our meal. The ski instructor from Kitzbuhel and even the man from Kitzbuhel who firmly believed that I was his first affair at Bondi Beach. That is where the stories come from, and where the invaluable travel experiences come from.

It is rare that you will meet a person telling you that their travels went perfectly. The best stories are the ones where ‘things just happened’.

Gordon and Ichiro – our volunteer Tokyo Tour Guide

What is Experiential Travel?

1 What is Experiential Travel?
2 What Travelers Want
3 Why the Rise of Experiential Travel
4 What does Experiential Travel mean for Travel Bloggers?
5 Let me tell you about more Chef Cross

Well, experiential travel, often called immersion experiences, and are what a lot of travelers have been doing for a long time, but what a lot more are now demanding from the travel industry. It is about experiencing a place with all of your senses . Your sense of smell, taste, touch and the other ones, and getting a better feel of how other people live. Many people want to walk into a boulangerie and practice saying ‘Bonjour” and order a baguette in France, to drink kava in the Pacific islands , and to get naked and have an onsen in Japan , because these are examples of experiential travel. It can also be a cooking school, working with local people, and more importantly it is those serendipitous moments that you can never plan.

Outside the male and female onsens in Nozawa Onsen, Japan

It does not mean forsaking seeing iconic things like the Eiffel Tower, the Colisseum, and the Taj Mahal because there are very good reasons why these places became famous in the first place. Experiential travel means having it all. Seeing wonderful things, and watching people do their washing, or shopping at the markets.

What Travelers Want

Let’s think about this logically. Are you going to go to Ireland and not have a Guinness? Now, I don’t even like the stuff, but I will surely be having one when we go later next year ..to be sure, to be sure. I am planning on sitting in a pub, listening to Irish music, hearing lamentable and drunken poetry readings, and there will be a Guinness in front of me. I will listen to James Joyce, and Oscar Wilde readings, and probably endure Waiting for Godot just once . Why? Other than I don’t like Samuel Beckett’s play, these are the things that I associate with Ireland. The literary heritage that emerged from the pubs. And I will be looking for Leprechauns too. You can read all about our experiences in Ireland.

Music in an Irish Pub

Photo: Mitternacht

I associate struggling artists like Van Gogh in the Parisian cafes of Montmartre. It is why you could have a totally immersive and drunken travel experience if you trod in the footsteps of Ernest Hemingway. The man was everywhere from Paris to Madrid, from Cuba to Idaho. In fact, what an amazing experiential travel experience that would be, except that he might have committed suicide after this, possibly linked to his lifestyle choices, or it could have been Haemochromatosis .

street scene Montmartre

Why the Rise of Experiential Travel

Experiential Travel is the catch phrase in the travel industry, and is all about the rise of having immersive travel experiences. This travel term has been spoken about over the years, but 2017 would appear to be THE year where people are seeking these experiences in the places that they visit. This has been touted at many travel conferences like to World Trade Market held in London and will be a focus at the Arabian Travel Market in Dubai in 2017.

Trying to organize these serendipitous moments of getting a glimpse into others lives is difficult. It sometimes just happens like the barman we briefly met from Newport, Rhode Island , where he worked at a fish whisperers restaurant, and who we still keep in contact with, despite him not living in Iceland.

People you meet while traveling

As Jeremy Smith, at the World Travel Market said,

“If there was a First Rule of Authenticity, it would be: You cannot create Authenticity. […] If there was a Second Rule of Authenticity for 2016, it would be: You do not talk about being authentic. At least not if you actually are.”

But, one of the best qualities of man is our ability to try to understand others, our innate curiosity in others and this is why experiential travel often just happens.

New? No, and many will correctly argue that no transient traveler, can ever truly be immersed in another culture. Does it matter if they or we are only getting a snapshot or a caricature of the place? I don’t think so. It is better than not getting any insights.

On the way to Battambang, Cambodia you see people living on the Tonle Sap River

What does Experiential Travel mean for Travel Bloggers?

People will base their travel decisions on many emotive factors. They have seen a beautiful photo, read an engaging story, seen an amazing video or documentary that makes a destination or/and an experience more appealing to them. Yes, there are iconic things that they want to see , but they and we also want to get a feel of the place. They and we want that Guinness in the pub in Dublin.

It means for travel bloggers and writers that as we share our experiences, our readers can get a feel and a sense of a place. We involve readers and fellow travellers in our stories. It could probably be suggested that the trend for travel bloggers in 2017 is the rise of the story teller. The rise of humanistic storytelling, grammatical errors and all, show we as travel writers are human also. OK, I made up the grammatical errors because this is not my forte, but at least people know when they are reading a Paula article. Travel blogs need to engage on this personal level with the readers and fellow travelers.

If you want to start a travel blog, click here .

Doom Island is in Indonesia on the way to Raja Ampat

Let me tell you about more Chef Cross

Chef Cross rode my ass all day as I learned how to make this Valencian dish of paella. This was probably because I was busy chatting to two lovely people from Switzerland, and figured that Gordon was sanctifying himself by being a model student. Chef Cross called me outside. I thought, OMG he is kicking me out of his school. But no, he sat down to have another beer and gave me another sip. We looked up and down the cobblestoned lane, and we just enjoyed a day in the sun in a Spanish city with little to no words spoken.

It was a perfect day, and he presented us with our Paella Graduation Certificates because he and I had got to understand one another a little better, and Gordon is just a good student. It was an authentic travel experience. The experience where you don’t mention the word authentic.

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This is the very reason I travel. I agree with the point about not being able to create authenticity and I’m not sure how satisfied travellers will be if they expect their travel agent to “arrange” this for them. I get that we can arrange immersive activities with a tour company etc, but whilst experiential travel definitely requires us to explore wider and approach people, in my experience the most memorable moments of when I’ve befriended a local or witnessed a display of typical culture have often been chance encounters. Sometimes it seems to pay when you don’t try too hard and simply let fate take its course. And that’s what I love about experiential travel!

100% agree, we say it is all about serendipity when we have some of our best encounters when traveling.

Count me in! I love doing, seeing, tasting, smelling and experiencing everything when I travel. You ask my husband – I’m like a puppy let out of the kennel! I love your sentence “We involve readers and fellow travellers in our stories”. I think this so true about travel bloggers. We do tell it like it is. Nice post. 🙂

I am the same, I love everything about travel. I feel quite childlike at times, but I love the puppy analogy – as did Gordon when I read this to him.

Love this! My thought is that the reason for the rise in the desire for experiential travel is a direct juxtaposition to the consumerist, “stick in a box and put a name on it” kind of travel that has been doing the rounds for a while now. Warning though, don’t go too hard on the Guinness, I put on 5kg in 4 weeks drinking the stuff 😉

I am just going to get photos of me with a Guiness in front of me 🙂 You have a distinct point about experiential travel.

Experiential travel is my favorite way to travel. Seeing sites is fine but learning about and from people makes travel come alive.

I want it both ways, and that is the best part of travel, that you can.

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What is experiential travel and why are travellers going to demand more of it in 2022 and beyond?

Regional Product Manager in the Americas, Simon Lindsay, shares his insight on the shifting demand from the traditional flop and drop to immersive, multi-day experiential travel within the North American market.

The world has changed. We hear this phrase more often due to several factors impacting our planet: the COVID pandemic, climate change, political instability and uprisings, the demand for a better world… However, one thing has remained constant: our desire to connect with people and our planet. People want to reconnect with friends and family, want to escape the stresses of daily life, learn new things, and have new experiences. 2020 gave us time to reflect on what is important; we became more aware of our personal wellbeing. These factors will be important considerations when travel returns.

The media reports on a substantial pent-up demand for travel as borders reopen and flights resume. Holidays, of course, are synonymous with good feelings, great memories, and the escape from the daily grind. But what type of vacation do people want to take, as they make up for ‘lost’ time?

Discova-Dominican-Republic experiential travel

Visiting a craft shop in the Dominican Republic

Whilst flop-and-drop continues to be one of the main reasons for travel to the Caribbean/Americas, we are seeing an increasing demand for more experiential travel inclusions – a notable change from previous years.

The big focus on requests from our partners is centred around personal wellbeing and immersive culturally rich inclusions. Yoga, wellness, spa inclusions – these experiences giving people time for mindfulness and healing are proving popular in Tulum, Isla Holbox and Puerto Vallarta, Mexico, as well as in the Dominican Republic and Costa Rica.

Activities that ignite the senses and broaden cultural understanding are also proving popular inclusion requests for multi-day itineraries. These are hands-on experiences such as food and drinks tours, cooking classes, market visits, homestays, and other introductions to the local way of life. The focus here is on immersion as opposed to mere observation.

Interest in Experiential Travel

There is interesting data on millennials who, according to Bloomberg, now make up the largest generation (31.5% of the world population). The data shows that 86% of millennials want to travel for experience and culture, immersing themselves into their destination, staying clear of tourist traps – 60% rank authentic culture as the essential part of their trip, 78% want their visit to be educational.

Our Discova multi-day itineraries encompassing these experiential and sensory activities have proven extremely popular, with bookings confirmed through 2021, 2022, and 2023 highlighting a growing demand in this area (significatively above pre-Covid numbers). Our In-Destination sales are also changing. Typical flop-and-drop type excursions such as catamarans, parks, ziplines, shopping, and sightseeing are still proving extremely popular. However, we are seeing a growing demand from customers for something different, something new, something unique – often emphasising wellness or experiential activities.

There is also a renewed focus on responsible travel activities, felt industry wide. The events of recent months have highlighted just how fragile our world is, which has ignited awareness of our impact on the planet. Therefore, hotels that stand out for their sustainability are becoming increasingly popular.

Similarly, interest in activities that directly help give back to the local community and increase ecological knowledge is also rising. For example, we have recently successfully launched two educational programmes in Costa Rica . These are designed for high school students to increase their awareness of environmental issues and offer local village interaction.

“Personally, I think this is a thrilling time to be in travel. Having worked in the industry for the last 17 years, it always astounds me that so many people travel, sometimes thousands of miles, to another country, without really experiencing the destination. Instead, people tend to choose to spend time on the beach or within the confines of the hotel, except for the odd sightseeing tour or boat trip. Now I feel, more than ever, that this is changing. It is a change happening within the industry overall, and the events of recent years have driven that change.”

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What is experiential travel and why are travellers going to demand more?

While there are still huge volumes of travellers booking traditional flop and drop all-inclusive resorts, we are seeing increasing demand for small, boutique-style properties. These individual accommodation options offer a completely different type of holiday away from mass-market tourism with a more local and less commercial feel. This could be a direct knock-on effect from the events of the last 18 months, where people feel more secure in less crowded places, or they could simply want their own space away from the hustle and bustle to relax and unwind.

Interest in Experiential Travel

Personally, I think this is a thrilling time to be in travel. Having worked in the industry for the last 17 years, it always astounds me that so many people travel, sometimes thousands of miles, to another country, without really experiencing the destination. Instead, people tend to choose to spend time on the beach or within the confines of the hotel, except for the odd sightseeing tour or boat trip. Now I feel, more than ever, that this is changing. It is a change happening within the industry overall, and the events of recent years have driven that change.

As the world opens up again, we too, as travel leaders and businesses, need to open up to the new generation of travellers and focus on immersive travel opportunities. For Discova, this style of travel has always been part of what we do; marrying originality with quality and value is second nature to us. So, in order to meet the oncoming demand, we’ve put immersive and experiential travel experiences at the core of our product development strategy. Our local in-destinations teams are hard at work creating itineraries that showcase not just a destination’s major sights but its people, its culture, and its life.

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Experiential Tourism: Authentic Travel Beyond Sightseeing

Experiential travel involves local culture and wildlife like this elephant visiting tourist with a local women present

You may have seen the term a lot recently while scrolling through posts from your favorite travel bloggers...'experiential travel'.

While on the outside it may seem like a new trend in the travel and tourism industry, experiential travel (a.k.a. "experiential tourism", "immersive tourism" or "immersion travel") has been around for quite a while, but is just recently gaining traction as a buzzword used by tourism industry stakeholders, travel marketers and social media influencers. Put simply, it's a style of exploration that goes beyond simply visiting a destination; it's about immersing yourself in the culture , connecting with locals, giving back and, ultimately, creating meaningful memories.

In this post, we'll dive into what the experiential tourism industry is all about and explore why it has become one of the fastest-growing (and most exciting) travel trends while impacting the travel industry in a major way.

So pack your bags and prepare to unlock unforgettable journeys that will transform how you see the world!

Authentic Connections: Experiencing Local Cultures

Two women with a sewing machine from a tribe in the Namibian Desert

Experiential tourism is all about forming authentic connections with the communities and culture. It encourages travelers to go off the tourist trail and engage with locals, even when visiting mainstream tourist destinations, to experience other aspects of a particular location. Many travelers find that a good way to do this is to participate in cultural activities to gain a ‘slice-of-life’ view of an area's local culture.

A few other ways to engage in authentic local experiences are:

Learning traditional crafts
Joining festivals and other traditional activities
Trying local cuisine or sharing a meal with a local family
Shopping at local markets

The goal is to gain a deeper understanding and appreciation of the culture for a truly authentic experience that you can’t get anywhere else in the world.

I mmersion in Nature: Embracing the Great Outdoors

Experiential tourism often takes you off the beaten path beyond the city streets of mainstream tourist destinations and into the heart of nature. It's about embracing the great outdoors, whether trekking through lush forests, camping under the stars or snorkeling in crystal-clear waters.

Many studies suggest that people who stay connected with nature are generally happier and feel their lives are worthwhile, and thus immersion travel can be excellent for your mental health. Stepping away from your phone, emails and social media and reconnecting with nature does amazing things for your well-being, which is why digital detox retreats have become huge in the health and wellness sector of the tourism industry.

You don't even have to go far afield to get this particular benefit of experiential tourism-- you can do your own “digital disconnect” simply by going somewhere completely remote or taking a walk in a national park, to take the time to immerse yourself in nature. You'll witness true beauty, develop a greater appreciation for preservation and sustainability , and very likely feel some wonderfully positive effects on your mental and emotional well-being.

Activity and Adventure: Pushing Your Boundaries

A tour group having fun white water rafting, a popularity adventure activity for experiential travel

Experiential travel also thrives on adventure travel, or activity based travel experiences that push your boundaries. It encourages you to step outside your comfort zone and try new activities that challenge and excite you.

The possibilities for adrenaline-pumping experiences are endless, including…

Hiking to remote mountain peaks
Zip-lining through dense forests
Learning to surf on pristine beaches
Bungee jumping
Swinging through a canyon
White water rafting

…to name just a few!

For inspiration, check out the adventure sports capitals of the world , full of tour operators specializing in extreme activities. Besides being visually breathtaking destinations, you will find various adventure travel activities that are guaranteed to get your heartbeat up and your adrenaline pumping. It's a natural high (especially when combined with nature) that produces extraordinary, memorable experiences.

Culinary Exploration: Savoring Local Flavors

Cooking class Thailand, a popular experiential travel experience

Foodies, rejoice!

Food plays a vital role in experiential travel. Culinary tourism is not only about visiting the culinary capitals of the world , it's about savoring and exploring the local flavors of any destination you visit. Whether attending a cooking class, navigating through vibrant food markets, or dining at local eateries recommended by residents, the goal is to engage your taste buds and experience the local gastronomy firsthand.

The slow food movement has gained traction along with experiential tourism. Here, experiential travelers take their time to learn about the local food culture, the ingredients and the cooking methods used. It's an excellent immersive experience and a great way to learn about the local people and their culture.

Here are a few ways you can practice slow food tourism:

Take local cooking classes for traditional dishes
Take guided tours such as street foods
Ask your local guide questions about food traditions
Shop at local markets and ask about cooking the produce

Meaningful Impact: Giving Back to Local Communities

Experiential travel emphasizes making a meaningful impact on the communities you visit. It involves responsible tourism practices, supporting local businesses, and engaging in sustainable initiatives. Whether volunteering with a local organization, participating in community projects, or choosing eco-friendly accommodations, the goal is to leave a positive footprint and contribute to the destinations you explore.

Supporting local businesses is one of the most effective ways to achieve positive economic outcomes for the community. By meaningfully engaging with local businesses of a particular place, you are also creating more authentic experiences to aid your immersive travel.

When you volunteer at a destination, your help enables a meaningful engagement and emotional connection to the place and people where you are creating a win-win situation between yourself and the different cultures you visit.

Experiential Travel Packages

Couple of world schooling kids playing in a cubby house on a farm-1

Designed with the passionate globetrotter in mind, packages targeted toward travelers who desire immersive experiences are all about embracing the heart and soul of each destination. Some experiential travel agencies carefully curate a selection of extraordinary experiences themed around the immersive experience.

An experiential travel business could organize itineraries revolving around:

Historic architecture
Mapping out history through travel
Art around the world

Experiential Luxury Travel

Storylines MV Narrative Residential ship community embraces experiential travel

Experiential travel has also taken the luxury travel industry by storm, and for good reason. It offers a transformative way of exploring the world, immersing yourself in the local culture, and creating unforgettable memories.

To us here at Storylines, that's the true definition of luxury. With itineraries that are curated around experiential tourism opportunities, we seek meaningful local connections and making an impact, and having more adventures than you ever thought possible. Our community embraces experiential travel not as a trend, but as a global lifestyle.

If that sounds like you, we invite you to learn more about MV Narrative, a luxury residential cruise ship circumnavigating the globe to discover how you too can use experiential travel as a blueprint for the life of your dreams.

About Storylines

Storylines is a luxury lifestyle ship with a community of like-minded travelers living aboard and exploring the world. We seek transformative experiences, cultural enrichment and community participation, all while surrounded by 5-star amenities and a spirit of adventure. To learn more about how to join our globetrotting community, dive in here .

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What Is Experiential Travel?

Experiential travel is a form of travel that focuses on immersing oneself in the local culture and engaging in authentic experiences that allow for a deeper understanding and appreciation of a destination. Unlike traditional tourism, which often involves sightseeing and visiting popular tourist attractions, experiential travel involves actively participating in local customs, traditions, and activities.

Here are some tips for planning an experiential travel experience:

Research your destination: Before you go, do some research on your destination to learn about the local culture, customs, and traditions. This will help you better understand the local way of life and prepare you for the experiences you’ll have.
Seek out authentic experiences: Look for opportunities to engage in authentic local experiences, such as participating in a traditional ceremony, learning a new skill from a local artisan, or trying the local cuisine. These experiences will give you a deeper appreciation for the local culture and will create lasting memories.
Connect with locals: Meeting and interacting with locals is one of the best ways to truly experience a destination. Whether it’s striking up a conversation with a shopkeeper or taking a cooking class with a local chef, connecting with locals will help you gain a deeper understanding of the culture and way of life.
Stay in unique accommodations: Consider staying in accommodations that reflect the local culture and traditions, such as a homestay or a boutique hotel with locally-inspired decor. This will enhance your overall experiential travel experience and allow you to immerse yourself in the local way of life.
Embrace the unexpected: Experiential travel is all about embracing the unexpected and being open to new experiences. Don’t be afraid to step outside of your comfort zone and try something new – you never know what amazing experiences you might have!

Experiential travel is a wonderful way to explore the world and gain a deeper understanding and appreciation of different cultures. By immersing yourself in local experiences and connecting with locals, you’ll create memories that will last a lifetime.

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Experiential travel: The concept, the market, and insights on starting the segment

Introduction, what’s experiential travel and its market size, four key factors to consider before starting an “experience travel” business, conclusion.

As per a recent survey , millennials are about one-third of the world’s population, and when they travel, a whopping 86 percent travel for experience. As many as 60 percent of them consider the authentic culture of the destination as the essential constituent of their trip. It indicates evolving expectations of the travelers from the destination of travel. They want to go beyond guided tours and have experience-driven trips; that’s why there is an exponential rise in experiential travel.

Experiential travel primarily combines cultural exploration of the destination and activity-based experiences. It could be actively engaging with a destination’s community, getting to know their culture, food habits, their philosophy of life, and livelihood. Or it could be less intimate, where travelers engage in activities that are true to that destination.

Generally, the “authenticity in travel” is getting more critical. People no longer want to visit a place and spend all their time gazing over the structure of the property they are staying in; with every new destination they travel to, they look for a unique experience.

However, if you look for the term experiential travel, you will hardly find it in the travel market. Because the majority of the players in the travel industry package it as “adventure travel” or “experience travel.” Some luxury travel brands like Scott Dunn from the UK use and market the term experiential travel. Scott Dunn describes it as “Travel is by its very nature ‘experiential,’ but many of us now seek experiences that connect us to cultures and people in a more meaningful and enriching way. If you find yourself hankering for a more fulfilling travel experience that reinforces the things that make life worth living and is aligned to your personal values, you’re not alone”.

Hence, only a few players in the travel market are positioning and marketing “experiential travel,” while the market size is huge. Per Fatbit’s estimates , the segment will reach US$266.7 Trillion in value by 2027. The segment is expected to grow at a CAGR of 7.7 percent. So, it poses a tremendous opportunity for the players in the travel market to come up with more “experience travel” offers, position and advertise them to cash-in this opening.

Before you venture into the experiential travel segment, there are a few grounds you will have to cover. Here, we are detailing four crucial factors you should consider before starting an experience travel business.

Delivery

To manage efficient delivery, you have to organize your sources. You can assume you will operate in a market where the end consumers are highly aware of their choices. So, the delivery should be targeted and precise. You can achieve this by having a good mix of suppliers, partnering with resellers, and being available on all good marketplaces. Also, to boost personal sales deploy POS and channel manager.

Positioning and Marketing

The positioning of the offering will determine how you will fare in this segment in the long run. Identify your market, and you already have the story of “experience travel.” Yet, you must find a differentiator in terms of what you add to the story, work on your search engine optimization, leverage social media, and paid ads to position your offering. You will be good to go.

We mentioned SEO, Social, and Paid Media. All this will come into play and become a force when you are available on all possible online mediums. When we say all mediums, we mean don’t discount a channel, don’t assume you don’t need an IOS app. Test and scale your presence everywhere, from the web to mobile apps.

Experiential travel is directly related to localities and communities. Indeed, they will get incentives when you do business with particular communities and localities. But you have to keep sustainability at the top of the pyramid, keep your operations green, and maximize social benefits for people who are not directly involved in your business. Once you check these boxes, you can certainly build a viable and sustainable business on experiential travel.

Recommended : Is Bliesure The Future Of Business Travel?

In this piece, we detailed “how” many travelers are pivoting towards experience travel from conventional travel, the potential of the segment, and how you can introduce experiential travel on your platform with caution and efficiency, also for sustainability. The possibility of “experience travel” is there in numbers, and it could very well be the future of travel.

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In case Company notifies Referral Partner of its approval of a Prospect, the Referral Partner will provide assistance to the Company in establishing contact between the Prospect and the appropriate contact at Company, without any additional costs.

If the foregoing activities result in the Prospect entering into and executing a formal customer agreement with Company (hereinafter, a “Qualifying Transaction”), Referral Partner shall be entitled to a Referral Fee subject to receipt of amount invoiced to the customer for sale of Services through Qualifying Transaction (hereinafter, a “Qualified Sale”) and subject to the other conditions set forth under this Agreement; provided, however, that such Qualifying Transaction is consummated no later than six (6) months following the Referral Date.

A Prospect may not qualify as such, if, as on the Referral Date: (a) it is an existing customer of Company; (b) it has previously been contacted by Company, Company’ s affiliates or any other agent, reseller, vendor who markets Company’ s products and services; (c) it has previously been introduced or referred to Company as a potential prospect by a third party or (d) it is parent, subsidiary or affiliate of Company.

RESPONSIBILITIES OF THE REFERRAL PARTNER

Limited Authority Referral Partner will make no representations, warranties or guarantees on behalf of Company. Referral Partner has no authority to distribute or resell Services, or to make any commitments, agreements, or to incur any liabilities whatsoever on behalf of Company. Company will not be liable for any acts, omissions to act, contracts, commitments, promises or representations made by Referral Partner hereto. Referral Partner's activities under this Agreement shall be at its own cost and risk. Referral Partner shall not, without prior approval from Company, submit proposals, accept orders, negotiate and conclude contracts, and/or alter, vary or modify in any manner any of the terms and conditions of Company' s offer/ proposal / contract.

Assistance. Referral Partner shall make best efforts in performance of its responsibilities under the Agreement and provide reasonable support to Company.

Quarterly Meetings. Referral Partner agrees to meet, either in person or via teleconference, no less frequently than once every calendar quarter to discuss the status of the relationship contemplated herein and emerging opportunities and as directed by Company from time to time.

Training. Company shall have no obligations to provide the Referral Partner any training regarding the Services. Upon request of Referral Partner and in case the Referral Partner is an organization, Company shall make good faith efforts to provide sales training focused on the marketing and promotion of Services to Referral Partner employees, at REFERRAL PARTNER’s own cost.

Subcontracting. Referral Partner shall not subcontract any of its obligations under this Agreement.

Competing Products and Business Practices. During the term of this Agreement, Referral Partner shall promptly inform Company of Referral Partner promotion, marketing, or distribution of any product or service offering similar functionality to Services. Referral Partner (a) shall conduct its business under this Agreement in a manner that reflects favorably upon Company, Services, and Company's goodwill and reputation, (b) shall not engage in illegal, deceptive, misleading, or unethical trade practices, and (c) shall not, and shall not permit any of its subsidiaries or affiliates, or any of its or their respective directors, officers, managers, employees, independent contractors, representatives, or agents to, promise, authorize, or make any payment, or otherwise contribute any item of value, directly or indirectly, to any third party and in each case, in violation of the applicable anti-bribery or anti-corruption law.

Data Protection and Privacy. In the performance of the services set forth herein Referral Partner may receive or have access to personal data of the Company and its personnel. Referral Partner agrees to comply with the terms set forth in this Agreement, in its collection, receipt, transmission, storage, disposal, use and disclosure of such personal data. Referral Partner agrees to ensure compliance with applicable laws, rules and regulations, including but not limited to laws, rules and regulations related to personal data protection and data privacy. To the extent the Referral Partner will share any personal data with the Company, the Referral Partner shall be responsible for obtaining informed consent from such individuals for the processing of their personal data. The Referral Partner agrees to take all necessary steps to ensure compliance, including but not limited to executing appropriate contractual agreements as may be necessary as per applicable laws.

REPRESENTATIONS AND WARRANTIES

Representations and Warranties. Referral Partner represents and warrants that (a) it has the full corporate right, power and authority to enter into this Agreement and to perform its obligations hereunder, (b) the execution of this Agreement and the performance of its obligations hereunder does not and will not conflict with or result in a breach (including with the passage of time) of any other agreement to which it is a party, and (c) this Agreement has been duly executed and delivered by such Party and constitutes the valid and binding agreement of such Party, enforceable against such Party in accordance with its terms. Referral Partner further represents and warrants that it shall comply with all applicable data privacy laws while performing its obligations under the Agreement, and that it has all rights necessary to provide the Referral Form to Company for Company’s use pursuant to this Agreement. Referral Partner specifically represents and warrants that it has procured from all data subjects whose personal information it is disclosing to Company an explicit consent to disclose their personal information to Company for use in contacting them for marketing and/or other business purposes.

GENERAL DISCLAIMERS- EACH OF COMPANY AND REFERRAL PARTNER ACKNOWLEDGES AND AGREES THAT, IN ENTERING INTO THIS AGREEMENT, EXCEPT AS EXPRESSLY SET FORTH HEREIN, IT HAS NOT RELIED UPON ANY WARRANTIES, EXPRESS OR IMPLIED, AND THAT NEITHER PARTY HAS MADE ANY REPRESENTATIONS, ASSURANCES, OR PROMISES THAT COMPANY WILL RECEIVE ANY NEW REFERRED CUSTOMERS OR NEW BUSINESS OR THAT REFERRAL PARTNER WILL RECEIVE ANY REFERRAL FEES AS A RESULT OF THIS AGREEMENT. COMPANY DISCLAIMS ALL REPRESENTATIONS AND WARRANTIES REGARDING THE SERVICES, WHICH ARE PROVIDED AS-IS, WHETHER EXPRESS, IMPLIED, OR STATUTORY, ORAL OR IN WRITING, ARISING UNDER ANY LAWS, INCLUDING WITH RESPECT TO ERROR-FREE OPERATION, MERCHANTABILITY, FITNESS FOR A PARTICULAR PURPOSE, OR NON-INFRINGEMENT.

In consideration of the Services provided by the Referral Partner in accordance with the Agreement, Company will pay to the Referral Partner as per the Referral Fee specified below, which shall be Company’ s sole payment obligation.

Referral Fee: For any invoices issued pursuant to Qualified Sales received by Company from customer during the referral period, Company shall pay Referral Partner a Referral Fee as per the % (mentioned on the referral Page) of the amount actually collected by Company from customer as a one-time Referral Fee.

Company shall make payment of undisputed invoice raised by Referral Partner within Sixty (60) days of the date of Company' invoice to customer for the Qualified Sales.

Company shall not pay or reimburse Referral Partner for any expenses related to this Agreement, unless expressly agreed to by Company in writing, before such expenses were incurred.

Limitation on Referral Fee:

Company will not pay more than one (1) Referral Fee in connection with any given Qualified Sales.

Referral Partner will receive the Referral Fee only as one-time fee.

Referral Partner will not be entitled to receive any Referral Fees for any subsequent services which are beyond the first transaction.

A renewal of a Qualified Sale shall not be considered a new Qualifying Transaction and shall not entitle Referral Partner to any Referral Fee.

Referral Fee shall be paid only when the actual invoicing amount have been collected from Qualified Sales. Referral Partner shall not be entitled to receive payment of Referral Fees for Qualifying Transactions remaining unpaid.

LICENSES AND OWNERSHIP

Company Marks. Subject to the terms and conditions set forth in this Agreement and solely for the purposes hereof, Company grants to Referral Partner a non-transferable, non-exclusive license, without right of sublicense, to use the Company trademarks, service marks, and logos as approved by Company (the “Company Marks”) to perform its obligations set forth in this Agreement. The use of all Company Marks, including placement and sizing, shall be subject to Company’s then-current trademark use guidelines, if any, provided by the Company. If the Company Marks become, or in Company’s opinion are likely to become, the subject of an infringement claim, Company may at its option modify or replace the Company Marks and require Referral Partner to cease use of the allegedly infringing Company Marks. Referral Partner shall promptly provide Company with samples of all materials that use the Company Marks for Company’s quality control purposes. If, in Company’s discretion, the Referral Partner’s use of the Company Marks does not meet Company’s then-current trademark usage policy, Company may, at its option, require Referral Partner to revise such material and re-submit it under this Section prior to display, or release of further materials bearing or containing such Company Marks. Except for the right to use the Company Marks set forth above, nothing contained in this Agreement shall be construed to grant to Referral Partner any right, title or interest in or to the Company Marks, and all right, title, and interest in and to the Company Marks shall be retained by Company. Referral Partner acknowledges that Company asserts its exclusive ownership of the Company Marks and the renown of the Company Marks worldwide. Referral Partner shall not take any action inconsistent with such ownership and further agrees to take all actions that Company reasonably requests to establish and preserve its exclusive rights in and to the Company Marks. Referral Partner shall not adopt, use, or attempt to register any trademarks or trade names that are confusingly similar to the Company Marks or in such a way as to create combination marks with the Company Marks.

Company Materials. Subject to the terms and conditions set forth in this Agreement and solely for the purposes hereof, Company grants to Referral Partner a non-transferable, non-exclusive license, without right of sublicense, to distribute the Company Materials exactly as provided to Referral Partner by Company to perform Referral Partner’s obligations under this Agreement.

Ownership. As between Referral Partner and Company, Company retains all right, title, and interest to (a) the Company Marks, (b) the Services, any of its products, material or pre-existing intellectual property rights (c) the high-level description of the Company Products and the Company Materials, and (d) all Intellectual Property Rights related to any of the foregoing. There are no implied licenses under this Agreement.

No Intellectual Property Rights. Parties agree that no intellectual property rights are conceived or developed under this Agreement. If any intellectual property rights are conceived or developed, the intellectual property rights will vest with Company, unless otherwise agreed by the parties.

CONFIDENTIALITY

In connection with this Agreement, “Confidential Information” means all data and information of a confidential nature of Company disclosed by Company to the Referral Partner under this Agreement, as well as information that Referral Partner knows or reasonably should know that the Company regards as confidential, including business practices, software, technical information, future product/services plans, programming/design techniques or plans, know-how, trade secrets, prospects, customers, end users suppliers, development plans or projects, and services. Confidential Information may be communicated orally, in writing, or in any other recorded or tangible form.

Confidentiality. Referral Partner shall maintain in confidence all Confidential Information disclosed to it by the Company. Referral Partner shall not use for any purpose outside the scope of this Agreement, or disclose to any third party such Confidential Information except as expressly authorized by this Agreement. To the extent that disclosure is authorized by this Agreement, the Referral Partner shall obtain prior agreement from its employees, contractors, agents, and consultants to whom disclosure is to be made to hold in confidence and not make use of such information for any purpose other than those permitted by this Agreement. Referral Partner shall use at least the same standard of care as it uses to protect its own most confidential information (and in no event less than reasonable care) to ensure that such employees, contractors, agents, and consultants do not disclose or make any unauthorized use of such Confidential Information. Referral Partner shall promptly notify the other upon discovery of any unauthorized use or disclosure of the Confidential Information. Notwithstanding any other provision in this Agreement to the contrary, the obligations set forth in this section 7 shall survive any termination or expiration of this Agreement for perpetuity.

Exceptions. The obligations of confidentiality contained in this section 7 shall not apply to the extent that it can be established by the Referral Partner by competent proof that such Confidential Information:

was already known to the Referral Partner, other than under an obligation of confidentiality, at the time of disclosure by the Company;

was generally available to the public or was otherwise part of the public domain at the time of its disclosure to the Referral Partner;

became generally available to the public or otherwise became part of the public domain after its disclosure, other than through any act or omission of the Referral Partner in breach of this Agreement; or

was disclosed to the receiving Party, other than under an obligation of confidentiality, by a third party who had no obligation not to disclose such information to others.

Authorized Disclosure. Notwithstanding any provision to the contrary, the Referral Partner may disclose Confidential Information (a) to the extent required by law or any governmental authority, or (b) on a “need to know” basis under an obligation of confidentiality to its legal counsel or accountants, provided, that such Referral Partner shall to the extent practicable (and except to the extent it would jeopardize the filing or prosecution of letters patent) use commercially reasonable efforts to assist the Company in securing confidential treatment of such information required to be disclosed. Prior to disclosing any Confidential Information under this section 7 Referral Partner shall take reasonable steps to give the Company sufficient notice of the disclosure request for the Company to contest the disclosure request.

Referral Partner shall indemnify, defend, and hold Company harmless from and against any and all liabilities, losses, damages, costs, fees, and expenses (including reasonable attorneys’ fees) resulting from or arising out of any Claims based on allegations that (a) Referral Partner breached any obligations including with limitation Confidential Information, representation or warranty contained herein, or has breached any applicable laws, rules and regulations, or (b) Referral Partner made a representation or warranty regarding Company or the Services that is inconsistent with the written high-level description of Services provided to Referral Partner by Company, or is otherwise unauthorized by Company.

Indemnification Procedure. An indemnifying party hereunder shall be liable for any costs and damages to third parties incurred by the other party which are attributable to any such Claims, provided that such other party (i) notifies the indemnifying party promptly in writing of the claim, (ii) gives the indemnifying party the sole authority to defend, compromise or settle the claim, with prior approval of the Company and (iii) provides all available information, assistance, and authority at the indemnifying party’s reasonable request and at the indemnifying party’s reasonable expense to enable the indemnifying party to defend, compromise, or settle such claim. Any indemnifying party hereunder shall diligently pursue any defense required to be rendered hereunder, shall keep the indemnified party informed of all significant developments in any action defended by the indemnified party, and shall not enter into any settlement affecting the indemnified party’s interests without the prior consent of the indemnified party.

LIMITATION OF LIABILITY

COMPANY SHALL NOT BE LIABLE TO REFERRAL PARTNER OR ANY THIRD PARTY FOR ANY INDIRECT DAMAGES INCLUDING TOWARDS COSTS OF PROCUREMENT OF SUBSTITUTE GOODS, LOST PROFITS OR ANY OTHER SPECIAL, CONSEQUENTIAL, INCIDENTAL OR INDIRECT DAMAGES, HOWEVER CAUSED, AND WHETHER BASED ON CONTRACT, TORT (INCLUDING NEGLIGENCE), PRODUCTS LIABILITY OR ANY OTHER THEORY OF LIABILITY, REGARDLESS OF WHETHER COMPANY HAS BEEN ADVISED OF THE POSSIBILITY OF SUCH DAMAGES. NOTWITHSTANDING ANYTHING TO THE CONTRARY, THE MAXIMUM AGGREGATE LIABILITY OF COMPANY FOR DIRECT DAMAGES FOR ANY REASON SHALL BE LIMITED TO AMOUNTS PAID BY COMPANY IN RESPECT OF THE QUALIFYING SALE . THESE LIMITATIONS WILL APPLY NOTWITHSTANDING THE FAILURE OF THE ESSENTIAL PURPOSE OF ANY REMEDY.

NON-SOLICITATION OF PERSONNEL

The Referral Partner shall not engage or hire as an employee or engage as independent contractor, Company’ s employees or independent contractors during the term of this Agreement and for a period of one (1) year following expiration or termination of this Agreement except as may be mutually agreed in writing.

TERM AND TERMINATION:

Term. The term of this Agreement shall be one (1) year from the Effective Date unless terminated earlier in accordance with the provisions of this Section. This Agreement shall renew automatically for additional one-year terms unless one Party provides the other written notice no later than thirty (30) days prior to the expiration of the then-current term of the Agreement of its intention to allow the Agreement to expire at the end of such term.

Termination for Breach. Either Party may terminate this Agreement for cause resulting from the material breach of this Agreement by the other Party by providing the breaching party written notice of such material breach and the intention to terminate for cause. The Party receiving such notice shall have thirty (30) days to cure such material breach. If at the end of such thirty (30) day period, the breach has not been cured to the reasonable satisfaction of the Party seeking to terminate the Agreement, the Agreement shall terminate.

Termination for Convenience. Either Party may terminate this Agreement for convenience upon ninety (90) days’ written notice.

Effect of Termination; Duties of the Parties Upon Termination. Upon any termination or expiration of this Agreement, Referral Partner shall (a) refrain thereafter from representing itself as a promoter or marketer of Company Products, or as a referral partner of Company, (b) immediately cease all use of any Company Marks, and (c) return to Company the Company materials and Confidential Information and all tangible items in Referral Partner’s possession or under its control containing Confidential Information of Company. Upon any termination or expiration of this Agreement, Company shall return to Referral Partner all tangible items in Company’s possession or under its control containing Referral Partner’s Confidential Information. Upon any termination or expiration of this Agreement, all licenses granted under this Agreement shall terminate.

Survival. Any clauses which by their very nature survive termination of the Agreement, will survive.

MISCELLANEOUS:

Construction. The Parties have participated jointly in the negotiation and drafting of this Agreement. In the event an ambiguity or question of intent or interpretation arises, this Agreement shall be construed as if drafted jointly by the Parties and no presumption or burden of proof shall arise favoring or disfavoring any Party by virtue of the authorship of any of the provisions of this Agreement. As used in this Agreement, the singular shall include the plural and vice versa, and the terms “include” and “including” shall be deemed to be immediately followed by the phrase “without limitation.” The captions and headings in this Agreement are inserted for convenience and reference only and in no way define or limit the scope or content of this Agreement and shall not affect the interpretation of its provisions.

Governing Law and Dispute Resolution: This Agreement will be governed by and construed in accordance with the laws of the India, without reference to its conflict-of-laws principles. The Parties shall resolve any difference or dispute arises out of this Agreement by way of negotiations. If such negotiation process fails, then all disputes arising from or related to this Agreement shall be resolved before exclusive jurisdiction of courts in Pune, India.

NOTICES: All notices including hereunder shall be given in writing by hand delivery, courier service or email at the addresses set forth below:

If to Company

If to REFERRAL PARTNER

Attention: Sanjay Ghare

Email: [email protected]

Address: 3rd Floor, Amar Tech Centre, Sakore Nagar, Viman Nagar, Pune, Maharashtra 411014

Non-Waiver: A party's failure or delay in enforcing any provision of the Agreement will not be deemed a waiver of that party's rights with respect to that provision or any other provision of the Agreement. A party's waiver of any of its rights under the Agreement is not a waiver of any of its other rights with respect to a prior, contemporaneous or future occurrence, whether similar in nature or not.

Captions: The captions in the Agreement are not part of the Agreement, but are for the convenience of the parties. References to Sections are to sections of this Agreement.

Counterparts. Any documents signed in connection with the Agreement may be signed in multiple counterparts, which taken together will constitute one original.

Severability: In the event any term of the Agreement is held unenforceable by a court having jurisdiction, the remaining portion of the Agreement will remain in full force and effect, provided that the Agreement without the unenforceable provision(s) is consistent with the material economic incentives of the parties leading to the Agreement.

Relationship between the Parties. The relationship of Referral Partner and Company is that of independent contractors. Regardless of the use of the word "partner" in the title of this Agreement, neither Party is, nor shall be deemed to be, a partner, joint venturer, agent, or legal representative of the other Party for any purpose. Neither Party shall be entitled to enter into any contracts in the name of or on behalf of the other Party, and neither Party shall be entitled to pledge the credit of the other Party in any way or hold itself out as having authority to do so. No Party shall incur any debts or make any commitments for the other, except to the extent, if at all, explicitly provided herein.

Assignment. Referral Partner shall not assign or transfer this Agreement, in whole or in part, whether by operation of law or otherwise, or delegate any of its obligations hereunder, without the express written consent of Company. Subject to the foregoing, this Agreement shall be binding upon the successors and permitted assigns of the Parties. Any assignment in violation of the foregoing shall constitute a material breach of this Agreement and shall be null and void.

Force Majeure. Neither Party shall be liable for any failure or delay in fulfilling the terms of this Agreement due to fire, strike, war, civil unrest, terrorist action, government regulations, acts of nature or other causes which are unavoidable and beyond the reasonable control of the Party claiming force majeure.

Entire Agreement. The Agreement constitutes and contains the complete, final and exclusive understanding and agreement of the Parties and cancels and supersedes any and all prior negotiations, correspondence, understandings, and agreements, whether oral or written, between the Parties respecting the subject matter thereof. Parties agree that, their engagement with each other is on non-exclusive basis and either Party is free to appoint any third party for performance of their respective obligations.

Electronic Record. This Agreement is an electronic record in the form of an electronic contract formed under Information Technology Act, 2000 and rules made thereunder and the amended provisions pertaining to electronic documents / records in various statutes as amended by the Information Technology Act, 2000. This Agreement does not require any physical, electronic or digital signature. This Agreement constitutes a legally binding document between the Subscriber and the Company.

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Referer's Information:

Referral information:, referral details:.

Pravin Mahadik

Chief Financial Officer

Pravin Bandu Mahadik is an ICMAI fellow and accomplished Cost and Management Accountant (CMA) with over a decade of experience in accounts and finance.

As a leader, Pravin has worked across various financial domains, including commercial operations, accounts and finance, auditing, taxation, MIS, transfer pricing, and export management.

He consistently introduces and implements systems to fortify financial control and improve Vervotech’s net organizational efficiency.

Marvel Puri

Chief Revenue Officer

As chief revenue officer (CRO), Marvel is responsible for every process at Vervotech that generates revenue. He has been instrumental in connecting different revenue-related functions, from sales, customer success, pricing, and revenue operations. His focus-driven approach to improving sales performance, and creating great product and pricing strategy, and delivering customer satisfaction has helped Vervotech to acquire 100 clients within a short stint of 2 years.  

With the experience of over 15+ years in sales and business development at SaaS-based organizations, Marvel has flourished throughout his career by creating and leading experienced and diverse teams. To Marvel, growth has not only been to hit quotas but is broad and holistic: open new paths to revenue and build the processes to get there.

Ganesh Pawade

Ganesh is a Problem Solver and a Thought Leader. Throughout his 13 yrs professional journey, he helped businesses to identify their platform areas, define solutions and architecture, and make a more technically-informed decision on their current and future business as well as the technology roadmap.

His passion for good code often results in him being engaged in animated discussions with his team of architects and engineers, pushing them to think beyond what is possible. His specialties include Solution Architecture, Full stack specialist, AWS, Azure and Google cloud.

Dharmendra Ladi

Dharmendra Ladi has been instrumental in positioning Vervotech as the “World’s Best Mapping Provider” and is focused on transforming how the industry presents accommodation data to its customers. With his 14+ years of experience in travel and innovative technologies, he is the principal architect behind designing Vervotech’s AI-driven products that are today helping its clients worldwide do business seamlessly.  

He leads new product development. Under his leadership, Vervotech has is credited with going from 0 to 100 customers within 2 years of business establishment. Dharmendra is also an inspiring thought leader, and regularly speaks at large scale events, webinars and has been interviewed by multiple media houses.

Sanjay Ghare

CEO & MD

Sanjay brings over 16+ years of entrepreneurial, general management, and senior executive experience with proven expertise in business development, corporate strategy, and product & program management. Sanjay, being an Industry veteran, and an influencer, leads and drives Vervotech’s vision of “Organizing World’s Accommodation Data.” Before he founded Vervotech, he was a VP of Tavisca Solutions, where he took the started SaaS division and grown with customers in more than 15 countries.  

With his business acumen, Sanjay is on the trajectory of revolutionizing the accommodation data segment. He’s also a member of the Forbes Technology Council and often puts actionable growth strategies into perspective in his Forbes column.     

Anurag Mittal

Chief Marketing Officer

Anurag Mittal is a seasoned technology executive who has led multiple marketing teams at SaaS-based organizations. At Vervotech, Anurag is responsible for marketing and strategy formulation and setting up a growth-oriented marketing & prospecting team. Anurag comes with an experience working with Organizations like Deloitte and ACCELQ, where he led the marketing initiatives for their SaaS product lines and has worn many hats including devising marketing strategies for business growth, managing GTM with alliances and partners, conceptualizing and orchestrating marketing campaigns, end-to-end event management, and demand generation activities to deliver a qualified sales pipeline.  

He has been strategic face for the launch of Vervotech’s website and digital presence and have led several winning campaigns that has led to successful brand development and customer acquisition.  

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Rohit Shukla

Chief Product Officer

As Vervotech’s Chief Product Officer, Rohit is responsible for the product strategy and teams working to advance Vevotech’s position as a leading accommodation data company for OTAs, bed banks, DMCs, and Tour operators.

Rohit has been in the technology space for the last 15+ years, working with companies at different stages of growth within Travel, E-commerce, and FinTech Industries. In his previous roles, he drove product strategies for start-ups and SMEs and was instrumental in building platforms and product lines that generated $900 million in revenues and half a million paid customers. The products included flights, hotels, car rentals, activities & vacation packages.

Archana Garg

Financial Advisor

Archana has more than 15 years of experience in finance and operations management. Archana is proven leader in building and scaling companies as a result of her focus on financial strategy and operational excellence. She is motivated by understanding the customers she serves, and providing value at all levels of a business while building strong relationships with her colleagues.

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Experiential Travel Explained: Players, Distribution Landscape, and Opportunities

12 min read
Business , Travel
Published: 14 Jul, 2022
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Reality must be experienced.

In the last few years (and especially after the pandemic), travel trends have dramatically shifted and multiple studies prove it. For example, TripAdvisor's Travel in 2022 Report discovered that about three-quarters of travelers are willing to see new places with priorities such as having new experiences and learning about history and culture not far behind.

TripAdvisor‘s “Travel in 2022: A Look Ahead” Report

Nine out of ten Razorfish study respondents believe the most important keepsake from a trip is a story to tell about it, while 79 percent say that traveling isn’t about getting to a new place, it’s about how you grow as a result of the journey. Moreover, half of Gen Z respondents said they want to get out of their comfort zone and crave a sense of risk and excitement while traveling. Expedia even gave it a name. They called 2022 the year of GOAT – Greatest of All Trips – mindset. Their research shows that 40 percent of travelers dream about trying new food, 31 percent crave for local delicacies, and 23 percent look for off-the-beaten track experiences and destinations. Summing up, we can say that today’s travelers no longer want to spend their vacation hopping on and off the sightseeing bus on the packaged group tour or chilling lazily next to the pool with a cocktail at the all-inclusive hotel without ever leaving the premises (well, we’ll be honest, some still do). Instead of that flight-and-flop style, many vacationers are hungry for excitement, cultural immersion, and new experiences. Obviously, the travel industry has to keep up with customer demand, so today we explore what experiential tourism is about and how travel businesses can capitalize on this surging appetite for exclusivity and adventure.

What is experiential travel?

Experiential travel is a form of tourism that implies an active and meaningful engagement with a destination’s culture, people, and/or environment to create unique, memorable experiences. It’s the story about visiting new destinations, keeping off the beaten path, encountering authentic local experiences, and just doing something extraordinary. And we not only mean actual activities here. Sometimes even staying in an unusual lodging such as a glamping cabin or a treehouse can be an experience of a lifetime. Experiential travel is often confused with immersive and adventure travel (actually, Adventure Trade Travel Association or ATTA suggests adventure tourism as the main unifying term).

2022 ADVENTURE TRAVEL INDUSTRY SNAPSHOT by ATTA

However, we believe these concepts aren’t interchangeable. In fact, experiential travel can be seen as an umbrella for the other two. Here’s why. Immersive travel implies, well, immersing in the foreign culture which in most cases means mingling with the community at the place of destination, engaging in traditional activities, attending local events, and so on. It can be anything from booking a homestay instead of a hotel to volunteering at the nearby field to attending a weekend flea market or a local yoga class – you get the idea. Meanwhile, adventure travel is more about physical activities. It can be something safe (for the most part) and moderately active like camping or hiking – or more on a sports and even adrenaline-rush side, like skydiving, rafting, bungee jumping, mountain climbing, and so on.

How Adventure Travel Skyrocketed After Pandemic

Watch our beautiful video about the post-pandemic surge of adventure travel

So, as you can see, both of these groups are about getting vivid experiences, with the first one involving deep connection with the locals and getting to know the local culture, and the second one (that can even be done alone and in one’s own country) involving an active outdoor pastime. Now that we’re done with the basics, let’s talk about how businesses can actually help adventure-seeking travelers plan and organize the vacation of their dreams.

Experiential travel ecosystem: business models, distribution, technologies, and representatives

If you run or plan to launch a travel business and want to capitalize on the experiential tourism trend, here are options on how to fit in.

Experiential travel distribution

Local service suppliers: building the base of the pyramid

Local suppliers are the ones that create the initial travel products. As we said, experiential travel is tightly connected to either traditional, authentic practices that only locals can demonstrate or unique, out-of-the-mainstream services provided by specialized, niche businesses. Real-world examples. Basically, any entity that offers the tours and attractions (T&A) services can be placed in this category, be it an amusement park, a Bedouin renting out a camel, a ski resort, or a Chinese farmer demonstrating his rice field. Some of them can be called tour operators if what they do is showing tourists around or arranging guided tours of any kind (pub crawls, coffee tastings, mountain trekking – you name it). Inventory sourcing and distribution. Local suppliers don’t have to source inventory, but they distribute it to all other players including the end consumer. Technologies. Typically, small companies are poorly digitized or not digitized at all, so they manage their operations with spreadsheets and often use distributors’ extranets to create entries and update availability manually. Bigger businesses can adopt itinerary building software (e.g., TripCreator ), a channel manager (e.g., TripAdmit ), or even a focused, multi-featured tour operator platform (e.g., TrekkSoft ) that can assist with scheduling, multi-channel distribution, partner relationships, analytics, and so on.

Tour operators: providing turn-key services

Tour operators are travel companies that devise itineraries, create corresponding multi-component tour packages, sell them to travel agents or travelers, and make sure everything goes well from the start to the end of the trip, having full responsibility to the traveler. Most tour operators have something to offer to adventure lovers. Whether organized by the company itself or sourced from third-party suppliers, such experiential travel products find their place in the overall portfolio. Real-world examples. Tour operators are in a big category that includes a variety of businesses. There are large, well-known companies (like TUI or Jet2holidays ) that even operate their own airlines or hotel chains, so that they not only source inventory from external travel suppliers, but use their own as well. Also, there are niche tour operators that only focus on experiential travel (e.g., Intrepid Travel , Exodus , or Adventure.Travel ) or the ones that specialize on unique, tailor-made luxury tours crafted from scratch for every traveler (e.g., Abercrombie & Kent , Scott Dunn , Black Tomato , ETG , etc.). Besides, as we said, small local companies that sell just one or several local products like a guided tour, safari, cooking classes, or other local activities, join in as well.

Black Tomato’s Unique Experiences category

Inventory sourcing and distribution. Tour operators source inventory from local suppliers or create their own travel offerings. They distribute their products to OTAs, DMCs, or other operators, list them on marketplaces, or sell directly to travelers (in the office or via website). Technologies. Here, again, it all depends on the size and resources of the company. Small operators manage with spreadsheets, emails, and phone calls, while big players implement a full-blown, specialized system or even develop a custom solution to cover all the operational needs. Mid-sized operators often adopt standalone modules to streamline one or several business aspects such as

itinerary creation and scheduling (tour builders),
online booking ( booking engines ),
multi-channel distribution management (channel managers),
customer relationships (CRM systems),
content management (CMSs),
reporting and analytics ( BI tools ), and so on.

In addition, to facilitate and automate the B2B interaction, bigger companies often develop a suite of APIs to enable integration and share product details with their partners. In case you’re not familiar with the concept, watch our explainer on APIs in travel.

How travel systems talk to each other | Hotel Booking System | Travel APIs

Connectivity in the travel industry

Destination management companies: contracting local experiences

Destination management companies or DMCs are similar to tour operators in a sense that they also organize the travel itinerary, create packages, and usually work with multiple suppliers to make all the necessary arrangements. However, since DMCs usually operate from the said destination, they have a deeper knowledge of its specifics, regional potential, and local suppliers. They offer a wider scope of services, including airport transfers, vehicle rentals and other types of logistics support, hotel and restaurant bookings, tailored activities and workshops, themed corporate events, and much more. Having extensive knowledge of the destination’s touristic resources, DMCs can offer the most unusual experiences to those who want to stay off the beaten path and try something new and authentic. Real-world examples. There are global DMCs like JTB Group that operates 508 offices within 143 cities worldwide and local ones that specialize in just one region or country like SAT Mexico DMC . Inventory sourcing and distribution. To source inventory, DMCs work with tour operators and direct travel product suppliers big and small. They sometimes act as hotel wholesalers ( bed banks ), contracting allotments from local accommodation providers. Then they bundle inventory into packages and, just like tour operators, sell directly to the customers, partner with distributors, or work through marketplaces. Technologies. Since the line between tour operators and DMCs is very blurry and their operational models are so similar, the list of software that can come in handy is the same. Though some vendors have solutions tailored specifically to the needs of DMCs (e.g., eTOS ).

Focused T&A marketplaces: aggregating offerings for every taste

Tours and attractions (T&A) marketplaces do not create, conduct, or buy tours for reselling. They only connect suppliers with consumers and distributors and earn their commission if the tour is booked. Here’s how it works. Tour operators list their products on the marketplace platform, increasing their customer reach. The marketplaces often offer expert coaching to their suppliers (e.g., on marketing or technology), as well as payment processing services and analytics tools. On the other side, travel agents (or other resellers like travel bloggers) partner with marketplaces to earn commissions on the bookings made through affiliate links/widgets located on their own websites, social media, blogs, or other digital platforms. Typically, they also can enjoy the support team’s patronage and access to useful tips, analytics, and other handy perks that depend on the platform.

Travel Experiences: How Viator, GetYourGuide, Peek, and Others Change Tours and Attractions Industry

Check our video about how T&A marketplaces emerged and evolved

Real-world examples. Viator , owned by TripAdvisor, is the largest T&A marketplace. When searching for a destination, travelers can see different categories of activities, with Eco Tours, Nature and Wildlife Tours, and Outdoor Activities being some of the options.

Viator’s activity categories

GetYourGuide , one of Viator's main competitors, also has a Nature and Adventure category for active travelers. Those who prefer other experiences like cultural immersion will have to browse through alternative activity types like Workshops and classes, Other experiences, or Guided tours. Inventory sourcing and distribution. T&A marketplaces usually work with direct suppliers and tour operators/DMCs, offering extranet interfaces to manage listings. Inventory is either sold directly to travelers or through resellers like OTAs and affiliate partners. As we said, travel bloggers or eCommerce sites can place affiliate links, banners, or widgets on their platforms and earn commissions on bookings. Big marketplaces support a more complex integration and offer a set of APIs that allow distributors to connect and source all product information automatically. Then, depending on the partnership mode, resellers can either enable booking via their own platform or redirect to the marketplace for reservation and payment processing. Technologies. There are specialized marketplace builders (like Sharetribe ) that help develop such platforms. Their features include powerful search capabilities, transaction and content management, a booking engine, extranet for suppliers, communication channels, plus a set of business and pricing rules to handle different types of workflows. But of course, big players build their own custom solutions from scratch.

Travel agencies: complementing portfolio with T&A

When we say travel agencies, in most cases we mean online travel agencies or OTAs. Those are websites that sell all sorts of travel products, separately or packaged in bundles. Real-world examples. If you look at the biggest players like Booking.com , Expedia , or Airbnb , you’ll see that all of them have a T&A section of some kind with subcategories that help filter propositions at a specific destination. This way, OTAs cater to those travelers who do the research and planning themselves and want to find out what they can experience during the trip.

Expedia T&A offerings

Inventory sourcing and distribution. Basically, an OTA business model is similar to that of a marketplace, but the range of products they deal with is much wider. They are the main retailers in the travel market and their inventory comes from all possible sources: direct suppliers, wholesalers, marketplaces, or bigger OTAs. Then it’s resold on a markup or commission basis via their own websites. Technologies. Well-digitized OTAs have three main tech components:

the front side which is their website or traveler app;
the back side where the booking engine, databases, accounting, and other internal systems function; and
the provider side which regulates connections to suppliers.

Consider reading our article about an OTA’s back office to learn about their tech infrastructure in detail or watch a short video explainer by our travel expert.

How Back Office Works in Online Travel Agency

Back office in OTAs explained

Travel app developers: suggesting a focused solution

Travel apps provide a distinct way of assisting independent travelers. Today, the world functions on smartphones; so, if you do it right, your product will definitely find its fans (be sure to check our tips on how to make a smashing T&A mobile app ). Such apps typically do not sell anything, but they help with the search, provide information, and redirect to the provider page for booking (if relevant). So, to get your potential customers the information they want, you’ll have to connect to data providers and experts in the area, depending on what you want to focus on. For example, any navigation app would need mapping data, so you’ll probably have to connect to, say, Google Maps or OSM , while if you want to add reviews to places you highlight, look at Yelp as a source. For inspiration, check out some of the popular apps.

AllTrails is a beautiful navigation app for hikers, runners, or bikers.
Couchsurfing is a well-known platform to request homestays and interact with locals all over the world.
Campspot helps find and book campgrounds.
Workaway , Woldpackers , or WWOOF connect those who need assistance with volunteers who are willing to help (and get to know the culture from inside).
eBird introduces you to the world of birding and our feathered friends, and so on.

the AllTrails app Planning feature

Besides such focused platforms, there are a lot of travel guides and assistants that help you find interesting places and unusual activities wherever you go (though more often than not, these are the apps developed by OTAs or marketplaces), e.g., Like a Local , Yelp , Atlas Obscura , etc. If you want to develop your own app, the sky's the limit regarding ideas. Maybe you’ll fashion a platform for treasure hunters, or a brand new travelers social network with an AI-powered speech translator to facilitate communication, or maybe collect information about all the cooking classes or Buddhist retreats in the world – who knows?

What to consider when starting an experiential travel business

Whether you already have a travel business and want to supplement your portfolio with experiential tourism offerings or are thinking about entering the market, we have a few tips for you to keep in mind.

Inventory management and integrations

If you plan to source travel products from third-party suppliers, carefully compare their terms, conditions, pricing models, services, and integration options. Connecting via APIs is always a great way to avoid manual mistakes and have the most up-to-date information. However, be aware that your most authentic products might come from local suppliers who are the least digitized.

Distribution

Balancing your distribution channels and finding an optimal mix is of the same importance as choosing suppliers. Partner with resellers and advertise on marketplaces; create a network of affiliates and cooperate with in-destination merchants like tourist information deals and hotels; consider adopting a channel manager and a point-of-sale software to sync availability and boost personal sales. However, if you want to create a high-end brand image, you’ll have to be more selective and use carefully chosen channels to create exclusive offers for your target customer group.

Your advertising and promotional strategy can be a real gamechanger. Research the market to find your target customers, where to reach them, and ways to attract them. Work on SEO, connect to customers on social media, promote your company on review and local information websites. Visit our separate posts on marketing and personalization in travel to learn more on how to draw people’s attention.

Online and mobile presence

Creating a robust website with an intuitive user flow and an easy-to-use mobile app is a must in today’s digital world. Remember about localization aspects, consider offering inbuilt communication channels like chatbots , and be careful when choosing a payment gateway provider (if you enable booking).

Sustainability strategy

Today, experiential travel and sustainable , or green travel are among the top trends (alongside concern about health and safety procedures and demand for contactless experience). And as studies show, they not only coexist but also correlate as most adventure-seeking travelers are also concerned about environmental and climate issues.

FREQUENT TRAVELERS, CLIMATE AND WHAT TO DO: TRAVELERS SHARE THEIR THOUGHTS study by ATTA

Experiential travel benefits local communities . Another reason these two trends are closely interconnected is that experiential travel heavily engages local communities in touristic activities. That brings along direct social benefits – from immediate income generation to overall infrastructure development – which is one of the main aspects of sustainable travel. Besides, getting to know the local culture helps increase awareness and preserve the traditions and authenticity of the destination community. A 2022 Booking.com Sustainable Travel Report reveals that sustainability is important to 81 percent of travelers. The same report shows that 66 percent want to have authentic experiences that are representative of the local culture away from popular tourist attractions with 45 percent believing that protecting and learning about local cultures is part of sustainable travel. Sadly though, around 40 percent of respondents indicated that they don't know how or where to find activities or tours that ensure they are actually having a positive impact and giving back to the local community. Adventure travel is an alternative to high-emission flights . In addition to that, environment-friendly adventure travel offers a great alternative to taking distant flights or bus tours that generate harmful emissions, so the increased share of such kinds of tourism can also help reduce the negative impact of the travel industry. What can travel companies do? Being aware about the importance of green initiatives for adventure-seeking travelers, what can you as a travel company do to be in line with today’s trends? Here are some ideas.

Get certification -- some industry-recognized certifications that verify high social and environmental performance, compliance with standards, and commitment to sustainable business practices are Travelife , GSTC , or B Corp .
Offset emissions -- carbon offsetting compensates for your harmful impact by investing in emission reduction projects such as reforestation, biofuel usage, and so on.
Adjust itineraries and travel products -- by choosing more environment-friendly accommodation options, transportation, and suppliers.
Fundraise for communities at your destinations.
Finance research.
Educate your partners and customers to work and travel responsibly.

Also remember to not only commit and contribute to social, economic, and environmental improvement, but also promote your efforts and showcase results – to attract like-minded travelers.

The Rise of Experience Tourism and What It Means for the Leisure Industry

Table of Content

What is experiential purchasing, the rise of experience tourism, the take-away.

Your job in the travel and tourism industry is to help people travel to a far-off destination, enjoy that place for a few days, and then get back home, right? Not anymore. Now, you are providing a life-enhancing experience known as experience tourism – and the better the experience, the better you stand out from the horde of similar businesses. For your customers, it’s called experiential purchasing .

Experiential purchasing, whether a new kitchen floor or a trip to an exotic destination, is about a lot more than merely buying goods or services. Experiential purchases differ from material purchases in both objective and results. “[E]xperiential purchases serve the purpose of acquiring a life experience while material purchases serve the purpose of acquiring an object. Research has demonstrated that experiential purchases are associated with more happiness than material purchases .”

Really, the fact is nothing new, but the awareness and marketing of it in some areas are. This shift can be attributed to a wider affluence and the greater interconnectedness of our digital era. (But if you recall older ads for cars, clothes, and perfumes, you’ll see that some agencies have been on top of this phenomenon for a long time.) Just consider that kitchen floor.

When you have a new kitchen floor installed, you are not simply purchasing 253 brand-new, shiny floor tiles and their installation. You are, rather, interested in the benefits and the experience it provides. You have, for example, a beautiful new kitchen that makes you feel good every morning when you go in to fix breakfast, and you have a kitchen you are now proud to show off to family and friends. Basically, it makes your life better.

And it’s much the same with experience tourism.

In 2015, spending on leisure travel and tourism “ accounted for 76.6% of total global travel and tourism” and is expected to grow “more quickly than business travel spending over the next 10 years.” In addition, “the compound annual growth rate for the leisure segment is projected to grow at 4.2% compared to a 3.7% compound annual rate for the business travel segment.” Although factors such as greater disposable income and easier credit access have contributed to this growth, “the experiential consumer trend is a key factor.’’

For the majority of leisure travelers now, it’s all about the journey, not only the destination. Travelers want to connect with a place on an emotional level, and, as a result, it becomes much more than settling for a busy trip packed with a full itinerary in all the touristy hot spots. “For many, travel is seen as a way of understanding and appreciating alternative ways of life , learning new things about cultural and natural landscapes, and even as a means of self-discovery.”

Experience tourism is becoming the norm because consumers would rather spend their money on experiences and not on things. The emphasis now is on “ seeking out activities that appeal to niche personal interests ” rather than on “checking must-see sites and monuments off the to-do list.”

Booking and travel agencies today simply must offer more than a product. They must offer and promote life-enriching experiences –language lessons and cooking classes , riding the rapids, trekking to remote locations, swimming with sharks. The travel industry is evolving to meet and capitalize on this experiential purchasing trend, known as experience tourism. At Regiondo , a premier provider of booking software, we can provide the experiential travel booking options that are so vital to success today.

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What is Cultural Travel? & How to Travel the World Immersively.

This post may contain affiliate links. This just means I may receive a small commission at no extra cost to you for helping them promote their product or service. I don’t endorse any services I don’t personally use or recommend.

Travel allows us to experience the world. But as we travel, we are also leaving our footprint on each and every place we visit. This is why culturally immersive travel is so important. Because the wrong kind of travel negatively impacts the world. & it can ruin travel for the rest of us.

One of the reasons we started this blog was to help others travel better . To feel comfortable getting off-the-beaten-path, interacting with locals, and learn to embrace experiences that at first feel foreign. To take you “ Beyond the traditional Bucketlist” if you will.

But often when I talk about “Immersive Travel” or “Cultural Travel” I’m confronted with confused faces. This blog post should clear that up.

Monks walking down stone steps on a hillside temple. Cultural travel

What is Cultural Travel?

Or immersive travel. It’s one and the same.

Cultural travel is the right way to travel. & before you argue that there is no right way to travel …let me stop you right there. Because there is.

“Do we really want to travel in hermetically sealed popemobiles through the rural provinces of France, Mexico and the Far East, eating only in Hard Rock Cafes and McDonalds? Or do we want to eat without fear, tearing into the local stew, the humble taqueria’s mystery meat, the sincerely offered gift of a lightly grilled fish head? I know what I want. I want it all. I want to try everything once.” Anthony Bourdain

Side Note: I KNOW that people who only get 2-weeks off per year ( I’m looking at you America ) are often just looking for an easy destination with a beach to relax on. This isn’t travel . This is a vacation. & this post is in no way meant to make you feel like you’re vacationing “wrong”. It’s a different type of trip entirely.

Cultural travel is about experiencing and preserving the various traditions around the world. It’s about being open to new experiences and willing to step into another’s shoes. Cultural travel is jumping in with both feet and leaving your preconceived notions about what your trip should be behind you.

It’s eating local dishes. & sleeping in guesthouses. It’s meeting locals and building genuine connections. It’s learning about the complicated history of a country and leaving your trip with a greater understanding of the place you came to see and the people who live there.

green banana leaf offerings filled with flowers on a beach. Cultural travel

Often times in today’s day and age ‘travelers’ will visit a country just to snap some photos of the famous sights to post on Instagram (ie. Bali swings, Thai beaches, leaning tower of Pisa… you know the drill) or to drink the night away, or even just to lounge on a tropical beach. But that kind of vacation can be detrimental to the very communities you’re traveling to.

If you’re interested in the negative effects the wrong kind of travel can have on the world check out this article I wrote for Lonely Planet in 2021.

Benefits of Immersive Travel

Beyond supporting the local communities and the preservation of local customs and traditions, you’ll also experience some personal benefits.

You’ll Blow Your Mind Wide Open

There’s simply no way to travel this way with a closed mind. You’ll get to know different cultures intimately and understand them a lot better. You’ll also become less judgmental of others the more you travel.

Build Your Confidence

woman standing in crowded outdoor market surrounded by baskets of fruit. Cultural travel

Being able to navigate public transportation in any city in the world and find cheap local food is so rewarding. It’s why solo travel is such an amazing way to develop self-confidence and self-sufficiency. Getting outside your comfort zone & realizing that YOU CAN HANDLE IT, that no matter what the world throws at you, you know what to do is such a powerful feeling.

& you’ll only get that way through experience.

Unparalled Learning Experience

Forget about learning confidence…traveling this way is a great way to learn in general! It’s better than school. I got a ( very expensive ) 4-year degree from an American University & I learned 100x more from life on the road.

History, politics, environmental issues, and animal science…When you’re confronted with these subjects face-to-face you learn more. & it sticks with you. I can’t rattle off facts from any of my college courses but ask me about Cuban or Burmese politics or the environmental challenges of over-tourism & palm oil production in Bali & I can talk for hours.

Better Travel Stories

Immersive travel makes you a more interesting person.

This is my own personal opinion of course, but when you have stories to tell & have done things few others have…of course you become more interesting.

All my favorite travel moments have come because we put ourselves out there & tried to learn something about the countries we’re exploring.

A Few of My Favorite Cultural Experiences

Orange robed monks sit by a lake lit by candles. Cultural travel

Reading English medical books to Burmese children with a local teacher (and National League of Democracy party member).
Couchsurfing in Medan, our host brought us to his favorite local spot for dinner with his entire family.
Drinking beers & practicing our Spanish at a Colombian market in the hot sun with some sassy local men.

Package Tours vs. Independent Travel

If you’ve ever seen those charter buses packed full of tourists all adorned in the same T-shirt you know what package tours are. They dutifully follow the schedule they are provided (& paid big bucks for) making chit-chat with other tourists who were also lazy enough to book a trip all-inclusive.

Package tours are not my thing. Typically. Most of the time they are catered to seeing the bare minimum of a country. They are luxury experiences that often keep you in your protected bubble of comfort and you leave the country feeling very much the same as you were before you left.

Obviously, there are always exceptions to the rule. GAdventures runs budget-friendly overland tours through Africa geared at Adventurous travelers. OtherWayRoundTravel in Colombia runs small group tours for adventurous 20 to 35-year-old travelers and it’s run by locals.

On the opposite end of the spectrum is independent travel. I would classify us as independent travelers. But what exactly is independent travel?

Independent Travel Definition: Travel in which you organize everything yourself, without a travel agent or other company to organize activities and accommodation for you.

It’s that simple.

If you opt to plan your vacation yourself you fall into the category of independent travel. This is the style most backpackers and extreme budget travelers will be familiar with.

The Semi-Independent Traveler. The Sweet Spot.

The semi-independent traveler. The tourist who does a little of both. They have planned their own vacation but along the way they sign on to some group activities with local vendors.

For example…

If you head to Indonesia and start your trip in Bali. Then you spend a week exploring the island on your own, maybe hike some volcanos in Java before you head to Sumatra to see orangutans in the wild . Up until this point you have been an independent traveler. But then you sign on for a week-long all-inclusive agency to take you trekking in the jungles & sleeping in rustic cabins with a small group of like-minded travelers. You’ve become a semi-independent traveler.

Woman standing on the bow of a boat floating on river

It can be so relaxing to have a difficult portion of your trip planned for you and if you have done your due diligence & research you’ll still be contributing to the local communities.

This is the most popular way to travel.

Which Type of Travel is Right For You?

Now that you know how to distinguish between the types of travel you can decide where you fall. Here’s a quick set of questions you can ask yourself before you commit to independent travel.

Do you feel safe traveling to the country of your choice?

Are you interested in gaining a deeper understanding of the country and want to have an experience unique to others who visit the country?

Are you comfortable fending for yourself when things inevitably go wrong?

Are you traveling on a budget?

Do you have a lot of time for researching and traveling?

Are you interested in off-the-beaten-path destinations and supporting the local economy over your own personal comfort?

couple riding a blue motorbike overlooking a massive green forest. Cultural travel

If you answered ‘Yes’ to most of these questions, Good News: Independent travel is right for you!! Even if you didn’t, I would encourage you to at one point in your life give independent travel a try and see how you do.

How to Choose a Good Cultural Tour Company

If you’re not ready to give it a go and explore the world on your own the least you can do is choose a good tour company.

What makes for a “good” tour company?

The money goes back to the community.
It’s run by locals.
The focus is on gaining a better understanding of the country rather than pure luxurious comfort.
Animals and humans are treated humanely and with respect.

Do your research before you sign up. Sometimes companies that masquerade as giving back to communities are large corporations owned by foreign investors.

& please for the love of all things diverse and quirky, don’t stay in all-inclusive resorts. They are the worst kind of tourism (alongside the eco-logical disaster that are cruises).

10 Tips For Immersive Travel

Immersing in a foreign country can be difficult. These are the 10 rules we stick to when we travel to make exploring more rewarding and to better understand the country quicker.

1. Take Public Transportation.

Or motorbikes. Or rent yourself a car. Just try to avoid hiring a personal driver for the day unless it’s someone you met, connected with, and feel could give you an insightful tour of their country. Too often we default to the easiest method of transport when the journey can be just as rewarding as the destination.

Woman in tie dye sitting at train station. Cultural travel

Although the bus is not often the most comfortable, it’s always the most interesting.

2. Savor the Street Food.

EAT LOCAL. I’ll scream it from the rooftops because there is simply nothing more aggravating than people who travel halfway across the world to eat the same food they would have eaten at home. Pizza in Thailand? Vegan Burger in Bali? Eggs Benedict in Colombia? WHY.

Mexican candy being sold in plastic containers outside.

Maybe food isn’t as important to everyone as it is to us, but at least try to support local businesses as you would back home. You never know what’s going to be your new favorite meal.

Also, street food is sanitary and delicious and anyone who tells you otherwise isn’t living correctly.

3. Stay in Guesthouses.

I use Booking.com to find them. You can also couch-surf using Couchsurfing.com or find a homestay online. Staying with a local has loads of benefits. First, you’re supporting the community & not a foreign hotel chain. Secondly, you have the chance to eat home-cooked local meals & chat.

Woman holing juice sitting a table covered in local food. Cultural travel

Guesthouses are also clean, comfortable, and private in comparison to other budget-friendly options like hostels.

4. Be Friendly.

To locals and other travelers. A smile and good attitude gets you a long way.

It’s these connections you make with like-minded travelers that blossom into life-long friendships. & the connections you make with locals that you’ll look back on fondly once your trip is over.

4 men sitting in front of a blue building. Cultural travel .

5. Stay Longer. Move Slower.

The longer you spend somewhere the easier it is to immerse yourself in the local life. Obviously, living in a foreign country or even studying abroad allows you to understand a place far better than a tourist simply passing through.

Just do less. If you only have a week to travel, instead of cramming in 6 cities, just pick 2. You’ll get to spend more time in each place and leave with more meaningful experiences. Unless you’re just traveling to check things off of a never-ending bucket list that is.

6. Take the Time to Learn Some Phrases.

You don’t have to be fluent, but the simple act of learning the language basics shows you are interested in their country and life.

Man cooking food on a big black flat top. Cultural travel

It will make getting around easier, you’ll be more self-sufficient, & you’ll be able to make friends with locals. With Duolingo & other free language apps on the market, you have no excuse.

7. Avoid Impersonal Group Tours.

Use the tips I listed above to find the best tours if you are too nervous to independently travel.

8. Visit Local Markets.

Markets are the lifeblood of a destination. It’s where the locals shop, eat, and where many work. Seek out authentic local markets instead of tourist markets and you’ll gain insight into the country. & have countless opportunities to eat local food. & support local businesses.

Woman selling green vegetables in baskets Cultural travel

9. Don’t have Set in Stone Plans.

When you’re traveling independently things go wrong. We write a whole blog post about our most embarrassing travel fails . But sometimes things also go right.

Example : You meet a group of travelers headed to a remote region in Laos you had never heard of. & you want to tag along. But if you’ve booked everything in advance your schedule won’t be flexible. You want to leave yourself open to the world’s opportunities.

10. Follow Local Customs.

This is the single most important item on this list. Don’t be an American Idiot (or whatever the equivalent is for the rest of the world). Be considerate and knowledgeable of the culture.

Men hanging off the side of the train by bright green grass.

If you are visiting temples in Asia be sure to dress conservatively with your shoulders and knees covered. & don’t you dare uncover yourself for a stupid Instagram photo.

If you’re a woman in the Middle East & it’s recommended to wear a hijab. Do it.

Not only are you respecting their cultural norms and traditions you’re saying you’re willing to embrace the uncomfortable to experience the country responsibly.

10 Destinations for Immersive Travel

Obviously, you can (& should) immersively travel everywhere. But these destinations have such a wonderfully rich culture and traditions that they will change the way you travel forever.

Considering you make an effort to visit them the right way.

Indonesia .
Sri Lanka .

These 10 countries all have such a strong (& foreign) culture for travelers to experience.

& that’s immersive travel for ya. It’s something to strive for. Now that you have a better understanding of independent travel and what it means to truly experience different cultures you’re better equipped to get off-the-beaten-path and see what’s out there.

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THE BIG IDEA

Why travel should be considered an essential human activity

Travel is not rational, but it’s in our genes. Here’s why you should start planning a trip now.

Two women gaze at heavy surf while lying on boulders on the coast.

In 1961, legendary National Geographic photographer Volkmar Wentzel captured two women gazing at the surf off Peggy’s Cove, Nova Scotia. This and all the other images in this story come from the National Geographic image collection.

I’ve been putting my passport to good use lately. I use it as a coaster and to level wobbly table legs. It makes an excellent cat toy.

Welcome to the pandemic of disappointments. Canceled trips, or ones never planned lest they be canceled. Family reunions, study-abroad years, lazy beach vacations. Poof. Gone. Obliterated by a tiny virus, and the long list of countries where United States passports are not welcome.

Only a third of Americans say they have traveled overnight for leisure since March, and only slightly more, 38 percent, say they are likely to do so by the end of the year, according to one report. Only a quarter of us plan on leaving home for Thanksgiving, typically the busiest travel time. The numbers paint a grim picture of our stilled lives.

It is not natural for us to be this sedentary. Travel is in our genes. For most of the time our species has existed, “we’ve lived as nomadic hunter-gatherers moving about in small bands of 150 or fewer people,” writes Christopher Ryan in Civilized to Death . This nomadic life was no accident. It was useful. “Moving to a neighboring band is always an option to avoid brewing conflict or just for a change in social scenery,” says Ryan. Robert Louis Stevenson put it more succinctly: “The great affair is to move.”

What if we can’t move, though? What if we’re unable to hunt or gather? What’s a traveler to do? There are many ways to answer that question. “Despair,” though, is not one of them.

wall-to-wall seaside sunbathers in Ocean City, Maryland

In this aerial view from 1967, wall-to-wall seaside sunbathers relax under umbrellas or on beach towels in Ocean City, Maryland .

During a fall festival, each state shows off its costumes and dances.

A 1967 fall festival in Guadalajara, Mexico , starred traditionally costumed musicians and dancers.

We are an adaptive species. We can tolerate brief periods of forced sedentariness. A dash of self-delusion helps. We’re not grounded, we tell ourselves. We’re merely between trips, like the unemployed salesman in between opportunities. We pass the days thumbing though old travel journals and Instagram feeds. We gaze at souvenirs. All this helps. For a while.

We put on brave faces. “Staycation Nation,” the cover of the current issue of Canadian Traveller magazine declares cheerfully, as if it were a choice, not a consolation.

Today, the U.S. Travel Association, the industry trade organization, is launching a national recovery campaign called “ Let’s Go There .” Backed by a coalition of businesses related to tourism—hotels, convention and visitor bureaus, airlines—the initiative’s goal is to encourage Americans to turn idle wanderlust into actual itineraries.

The travel industry is hurting. So are travelers. “I dwelled so much on my disappointment that it almost physically hurt,” Paris -based journalist Joelle Diderich told me recently, after canceling five trips last spring.

(Related: How hard has the coronavirus hit the travel industry? These charts tell us.)

My friend James Hopkins is a Buddhist living in Kathmandu . You’d think he’d thrive during the lockdown, a sort-of mandatory meditation retreat. For a while he did.

But during a recent Skype call, James looked haggard and dejected. He was growing restless, he confessed, and longed “for the old 10-countries-a-year schedule.” Nothing seemed to help, he told me. “No matter how many candles I lit, or how much incense I burned, and in spite of living in one of the most sacred places in South Asia, I just couldn’t change my habits.”

When we ended our call, I felt relieved, my grumpiness validated. It’s not me; it’s the pandemic. But I also worried. If a Buddhist in Kathmandu is going nuts, what hope do the rest of us stilled souls have?

I think hope lies in the very nature of travel. Travel entails wishful thinking. It demands a leap of faith, and of imagination, to board a plane for some faraway land, hoping, wishing, for a taste of the ineffable. Travel is one of the few activities we engage in not knowing the outcome and reveling in that uncertainty. Nothing is more forgettable than the trip that goes exactly as planned.

Related: Vintage photos of the glamour of travel

Travel is not a rational activity. It makes no sense to squeeze yourself into an alleged seat only to be hurled at frightening speed to a distant place where you don’t speak the language or know the customs. All at great expense. If we stopped to do the cost-benefit analysis, we’d never go anywhere. Yet we do.

That’s one reason why I’m bullish on travel’s future. In fact, I’d argue travel is an essential industry, an essential activity. It’s not essential the way hospitals and grocery stores are essential. Travel is essential the way books and hugs are essential. Food for the soul. Right now, we’re between courses, savoring where we’ve been, anticipating where we’ll go. Maybe it’s Zanzibar and maybe it’s the campground down the road that you’ve always wanted to visit.

(Related: Going camping this fall? Here’s how to get started.)

James Oglethorpe, a seasoned traveler, is happy to sit still for a while, and gaze at “the slow change of light and clouds on the Blue Ridge Mountains” in Virginia, where he lives. “My mind can take me the rest of the way around this world and beyond it.”

It’s not the place that is special but what we bring to it and, crucially, how we interact with it. Travel is not about the destination, or the journey. It is about stumbling across “a new way of looking at things,” as writer Henry Miller observed. We need not travel far to gain a fresh perspective.

No one knew this better than Henry David Thoreau , who lived nearly all of his too-short life in Concord, Massachusetts. There he observed Walden Pond from every conceivable vantage point: from a hilltop, on its shores, underwater. Sometimes he’d even bend over and peer through his legs, marveling at the inverted world. “From the right point of view, every storm and every drop in it is a rainbow,” he wrote.

Thoreau never tired of gazing at his beloved pond, nor have we outgrown the quiet beauty of our frumpy, analog world. If anything, the pandemic has rekindled our affection for it. We’ve seen what an atomized, digital existence looks like, and we (most of us anyway) don’t care for it. The bleachers at Chicago ’s Wrigley Field; the orchestra section at New York City ’s Lincoln Center; the alleyways of Tokyo . We miss these places. We are creatures of place, and always will be.

After the attacks of September 11, many predicted the end of air travel, or at least a dramatic reduction. Yet the airlines rebounded steadily and by 2017 flew a record four billion passengers. Briefly deprived of the miracle of flight, we appreciated it more and today tolerate the inconvenience of body scans and pat-downs for the privilege of transporting our flesh-and-bone selves to far-flung locations, where we break bread with other incarnate beings.

Colorful designs surrounding landscape architect at work in his studio in Rio de Jainero, Brazil

Landscape architects work in their Rio de Janeiro, Brazil , studio in 1955.

A tourist photographs a tall century plant, a member of the agaves.

A tourist photographs a towering century plant in St. Thomas, U.S. Virgin Islands, in 1956.

In our rush to return to the world, we should be mindful of the impact of mass tourism on the planet. Now is the time to embrace the fundamental values of sustainable tourism and let them guide your future journeys. Go off the beaten path. Linger longer in destinations. Travel in the off-season. Connect with communities and spend your money in ways that support locals. Consider purchasing carbon offsets. And remember that the whole point of getting out there is to embrace the differences that make the world so colorful.

“One of the great benefits of travel is meeting new people and coming into contact with different points of view,” says Pauline Frommer, travel expert and radio host.

So go ahead and plan that trip. It’s good for you, scientists say . Plotting a trip is nearly as enjoyable as actually taking one. Merely thinking about a pleasurable experience is itself pleasurable. Anticipation is its own reward.

I’ve witnessed first-hand the frisson of anticipatory travel. My wife, not usually a fan of travel photography, now spends hours on Instagram, gazing longingly at photos of Alpine lodges and Balinese rice fields. “What’s going on?” I asked one day. “They’re just absolutely captivating,” she replied. “They make me remember that there is a big, beautiful world out there.”

Many of us, myself included, have taken travel for granted. We grew lazy and entitled, and that is never good. Tom Swick, a friend and travel writer, tells me he used to view travel as a given. Now, he says, “I look forward to experiencing it as a gift.”

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The force of change in the travel experience

T he last couple of years have rewired what travelers care about and how they act. In fact, half of consumers say that the pandemic caused them to rethink their personal purpose and re-evaluate what’s important to them. 1

This reveals a massive white space for travel brands—an opportunity to differentiate themselves and follow new paths to accelerate and grow their business.

The place to start? Understanding the new traveler today.

Travelers’ demands

The pandemic forced travelers—en masse—to shift their expectations completely and more rapidly than we’ve seen at any other time in history and caused them to rethink their purpose.

Travelers are now channel-less, contact-less, time-less and audience-less.

We explore the shift in travelers’ demands and the critical accelerators that will help travel companies drive growth through the travel experience.

What does this mean for travel brands?

To help companies respond to these new travel preferences, we have identified critical accelerators to drive market differentiation and improve the travel experience :

1. Creativity to inspire.

Driving differentiation with scalable communications and innovative experiences will allow travel brands to meet rising motivations and ignite growth. Learn more .

2. 0-Channel distribution.

Travel brands need to adapt to new liquid demand in the distribution landscape to achieve better return on investment.

3. Tech-empowered.

The right technology foundation for recovery and growth requires incremental transformation with agility, innovation and resilience at the heart. Learn more .

4. Data as guidance.

The combination of cloud and data expertise makes it possible to experiment with new loyalty initiatives, booking flows, customer care and experience. Learn more .

5. Sustainability, the north star.

Travelers are attracted to companies with a track record of green operations, so travel brands need to build sustainability into their DNA. Learn more .

The takeaways

Travel companies have important choices ahead. It’s one thing to be aware of how the acceleration of new travelers’ demands is pressuring the industry. It’s another to see the opportunities in of all this change—and seize them. We can help you. Let’s begin with these takeaways:

Redesign your inspiration strategy
Adopt a liquid demand centric distribution strategy
Use data as a guidance layer to orchestrate the whole customer experience value chain
Design, build and communicate your sustainable platform

1 Life Reimagined: Mapping the motivations that matter for today’s consumers

Managing Director – Products Lead, Iberia

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We help travel companies act effectively on ESG goals to achieve a sustainable recovery.

What Does Travel Mean to You?

A solo hiker in a yellow jacket sitting in the mountains looking at the scenery around him

A few years ago, I went around the world and asked people what travel meant to them. As I travel the country on my current book tour and hear everyone’s reasons for travel, I’m reminded of that experience.

Travel means something different to every single person in the world.

There are a million and one reasons to travel. Many people travel the world to get the bug out of their system, or to check things off a list to say they’ve been there and done that. Some run to escape their problems. Some people travel simply to get drunk around the world.

For me, travel means many things. Travel is freedom . It’s about being able to do what I want and fill my day with excitement. Travel was an escape. Travel was “elsewhere”. That place where exciting things and people resided. It was escaping the Matrix to learn about the world, why people do what they do, and how they act. It’s about pushing myself to the limit and getting more comfortable in my own skin.

But I wondered what motivates other people to do the same.

I have my theories of course.

But I wanted to hear it from people directly.

So, during an extended trip, I asked people I met on the road one question:

“What does travel mean to you?”

And here is what they said:

I loved hearing everyone’s answers because it so accurately describes all the various reasons that push us to travel the world, learn about the people in it, and ourselves.

Now, tell me in the comments below:

What does travel mean to you?

Share what drives you.

Book Your Trip: Logistical Tips and Tricks

Book Your Flight Find a cheap flight by using Skyscanner . It’s my favorite search engine because it searches websites and airlines around the globe so you always know no stone is being left unturned.

Book Your Accommodation You can book your hostel with Hostelworld . If you want to stay somewhere other than a hostel, use Booking.com as it consistently returns the cheapest rates for guesthouses and hotels.

Don’t Forget Travel Insurance Travel insurance will protect you against illness, injury, theft, and cancellations. It’s comprehensive protection in case anything goes wrong. I never go on a trip without it as I’ve had to use it many times in the past. My favorite companies that offer the best service and value are:

SafetyWing (best for everyone)
Insure My Trip (for those 70 and over)
Medjet (for additional evacuation coverage)

Want to Travel for Free? Travel credit cards allow you to earn points that can be redeemed for free flights and accommodation — all without any extra spending. Check out my guide to picking the right card and my current favorites to get started and see the latest best deals.

Need Help Finding Activities for Your Trip? Get Your Guide is a huge online marketplace where you can find cool walking tours, fun excursions, skip-the-line tickets, private guides, and more.

Got a comment on this article? Join the conversation on Facebook , Instagram , or Twitter and share your thoughts!

Disclosure: Please note that some of the links above may be affiliate links, and at no additional cost to you, I earn a commission if you make a purchase. I recommend only products and companies I use and the income goes to keeping the site community supported and ad free.

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7 Personal Benefits of Travel

Forget milling around in your finest evening wear, Singapore Sling in hand: You'll be lucky to get peanuts. Flying isn't quite the party it was in Sinatra's days, and lots of time, energy, and money are expended to leave home, so why travel? How long do the personal benefits of travel last?

Getting away from home and stepping outside of your usual routine is beneficial for both mind and body. The long-lasting personal benefits of visiting a foreign country far outweigh the costs and time to get there.

The great travel writer Pico Lyer said: "Travel is not really about leaving our homes, but leaving our habits." Here are seven ways that travel, especially international travel, will enhance your life.

Travel Sharpens the Mind

You've done your old routine for so many years that you could run through it on autopilot. Being dropped into a new environment engages a dormant part of your mind and gets those synapses firing again.

Suddenly, you'll be required to navigate unfamiliar places, read foreign languages , try new things, make quick decisions, and choose your new eating and sleeping schedule.

Unlike at home, all the new sights, sounds, and places will require mental processing and filing. Your brain will welcome the workout! Once you return home, you'll be sharper than ever for better organizing and sprucing up your daily routine.

A Shift in Perspective

"Nobody comes back from a journey the way they started it." — Unknown

Being exposed to new cultures and people will greatly shift your paradigm and create a healthier perspective once you return back home. Seeing different social classes creates compassion and really makes you feel more blessed and content. Large portions of the world's population have to deal with daily threats such as hunger, disease , and landmines .

A hard day at work suddenly doesn't seem so bad when you see people in developing countries toiling in sun-scorched fields from morning to dark, or begging for a drink of water.

A Chance to Try New Things

"Do not follow where the path may lead. Go instead where there is no path and leave a trail." — Ralph Waldo Emerson

While you may branch out at home from time to time by trying new restaurants or splurging on expenditures, traveling kicks you out of the comfort zone and forces you, for better or worse, to try new things!

Even if you don't enjoy your first attempt at scuba diving , at least you'll be able to relate in a new way the next time you see it in a movie or hear someone talking about it.

Becoming a well-rounded individual enhances self-confidence and will help you find new material for conversation in social settings with a wider variety of people.

Who knows, you may accidentally discover your new favorite food or find out that you want to pursue a new career in karaoke!

Meet New People

"A journey is best measured in friends, not in miles." — Tim Cahill

You'll meet far more friendly people on the road than you will under ordinary circumstances at home.

Other travelers are always looking to share experiences, give tips on places to go, and meet people from all over. Striking up a conversation with other travelers is extraordinarily easy.

A polite "so where are you from?" breaks the ice quite easily and may lead to lasting friendships with people from all over the world.

See the Real Deal

"To travel is to discover that everyone is wrong about other countries." — Aldous Huxley

Until you visit a place and form your own opinions, your understanding only comes from what you were taught in school, read in books, or saw on media, which may or may not be a complete truth.

Don't over-research your upcoming destination in guidebooks. Do your best to avoid building a bias toward a place or installing mental filters before you visit. Wait to form your own opinion, remaining objective until you can make up your own mind.

Exercise and Sunshine

Sure, you could just go sweat in the gym under fluorescent lighting, but chances are that you'll be much more active from day to day while on the road, regardless of whether your trip is an adventurous one or simply a relaxing beach trip .

You could be exploring new cities on foot, hiking , swimming, walking between places, and hopefully soaking up some needed sunshine while doing so. And it's guaranteed to smell better than the gym.

Come Home Renewed

After stepping away from home for a while, you'll return with renewed energy, a new set of mental filters, and ready to take on the next big project or challenge. Call it a life reboot.

Getting away for some time, even though it requires effort, will greatly enhance your attitude and productivity once you return home. Sure, you may have some mail piled up and matters to attend, but those are simple challenges easily knocked out.

Breaking up the monotony for a while is a great way to reduce stress and give your life an injection of excitement. Don't be surprised if shortly after your return, you're already counting down days until the next trip!

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13 invaluable life lessons you learn through travel

Recently updated on June 12th, 2024 at 08:18 am

Travel is one of life’s greatest teachers. It pulls you out of your comfort zone and plunges you into the unknown. It reveals a world of cultures to explore and people to meet. And it helps you develop virtues like patience and humility. So whether you explore a new neighbourhood or a new country, here are 13 of the best life lessons you can learn through travel.

1. To enjoy experiences over things

One of the greatest lessons you’ll learn through travel is that we need very little to be happy. And it’s not cars, phones or clothes that make us happy – it’s our experiences. A study published in the Journal of Psychological Science revealed that experiences provide more lasting happiness than material possessions. A Trafalgar study showed that 74% of people would rather have experiences over things. When you travel, you’ll form strong bonds with people, learn new skills and create lasting memories.

2. To leave your comfort zone and try new things

If you want to flourish in life, you must get out of your comfort zone and embrace the unknown. If you always stay in a well-worn routine, you’ll never truly expand your horizons. When you travel, you leave behind the familiar and take on a world of new things. You’re constantly learning through travel, with new cultures, friends, foods and languages. You may feel excitement or even fear, but usually never boredom… and it will be one of the most rewarding things you ever do.

GET INSPIRED BY: Splendours of Japan

3. To appreciate different cultures (and our similarities)

woman throwing powder holi celebrations india

One of the best parts of traveling is experiencing different cultures. When you visit a new destination, you become immersed in a culture’s history, language, customs and cuisine. You’ll get to see famous landmarks like a historic temple or palace, take part in a traditional festival, eat at a local restaurant and even try speaking a few phrases. And as you explore the cultural differences, you may also come to find that we’re all not so different after all. Take our tour of London and Paris , for example, where you’ll immerse yourself in both cultures and get a real feel for how the two cities are similar, yet totally unique at the same time.

4. To be patient

Travelling teaches you not to sweat the small stuff. Whether you’re facing long lines at the airport or having trouble communicating in a foreign language, you’ll likely encounter many small frustrations on your journey. These little obstacles are a valuable lesson in patience, and at the end of your trip, you’ll be able to deal with almost anything.

GET INSPIRED BY: National Parks and Native Trails of the Dakotas

5. How to make friends with strangers

meeting women at Iraq Al-Amir Women's Co-op Jordan - learning through travel

When you’re learning through travel, you open yourself up to a world of human interaction. Whether you’re meeting fellow travellers on the road or swapping stories over a glass of wine with a local, you’ll find plenty of people are open to chatting. Strike up a conversation, and you might just make a new friend. RELATED CONTENT: 5 benefits of solo travel (And how it will change your life for the better)

6. To never take nature for granted

One of the best things about travel is exploring the natural beauty of the world. On the flip side, you’ll also witness the fragility of our planet. You may visit destinations where clean drinking water is a luxury or where natural disasters have caused mass destruction. You may see forests disappearing, coral reefs dying, or glaciers melting before your eyes. When you travel, you learn to appreciate every natural wonder, every sip of clean water and every bite of healthy food.

GET INSPIRED BY: Best of Switzerland

7. To be spontaneous

You may be a rigid planner at home, but travel teaches you how to go with the flow. Your travel journey won’t always go to plan and when obstacles arise, you must embrace your impulsive side. Sometimes it’s better to let go of the schedule and take a spontaneous adventure. You never know what you may find, and that’s the beauty of it!

8. To appreciate the little things

We’re often so busy in our daily lives, we forget to appreciate the little things. When you travel, you take time to slow down and reflect on your experiences. You treasure the beauty of things we often take for granted, like watching the sunset, savouring a delicious meal, and cherishing your friendships. Travel teaches us it’s the little things that count.

RELATED BLOG: 3 ways Trafalgar’s Make Travel Matter experiences connect you to a destination

9. To be humble

When you open yourself to learning through travel, you are often humbled. You’ll realise just how small your footprint is in our enormous world. You’ll understand how lucky you are and how much you may take for granted in your daily life. You may also often encounter acts of kindness and generosity from strangers who have far less than you. Travel quickly teaches the value of humility.

10. The importance of smiling

african women in traditional dress - learning through travel

We always advise Trafalgar guests to learn a few phrases in the local language before travelling to a new destination. It allows you to communicate more easily with locals and can spark some wonderful interactions. But for the times when words fail, you can always count on a smile. A genuine smile is a universal communicator and expresses friendliness and gratitude. Travel teaches that you can never go wrong with a smile.

11. How to think outside the box

When you travel, there will always be bumps in the road. Anything can happen, from getting lost or getting sick, to dealing with lost luggage or flight delays. You’ll often need to deal with problems without getting completely stressed out. Travel teaches you how to think creatively and adapt to all sorts of situations.

RELATED BLOG: What to pack: Travel Directors share their top tips

12. You are capable

One of the most important lessons you learn through travel is that you are more capable than you thought. Travel teaches you confidence, independence and freedom. It boosts your self-awareness and your problem-solving skills. Travel shows you that you can navigate a foreign country, make new friends, and overcome difficult situations. When you realise how powerful you are, your travel journey becomes one of the most transformative experiences of your life.

GET INSPIRED BY: Italy Belissimo

13. You never stop learning

trafalgar cooking class - learning through travel

“When you stop learning, you start dying” Albert Einsten

Just because we’ve left school doesn’t mean our education stops. Learning keeps us young, and travel is one of the greatest teachers of all. Travel inspires a sense of wonder and discovery, and there’s an entire world of things to do and people to meet. You could explore a forest or walk down a new street. Try a different cuisine or learn about another culture. When you travel, you never stop learning.

What life lessons have you learned through travel? Let us know in the comments below. ..

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3 Standout Travel Stocks to Book for Scorching Summer Gains

These travel stocks to buy are poised for success with sustained profit margins and a spike in travel expenditures

Wager on these three top travel stocks to buy, backed by strong industry forecasts and rising spending trends.
Airbnb ( ABNB ): ABNB excels in adapting to travel and experiential trends, making it a prime buy-the-dip opportunity.
Hilton Worldwide ( HLT ): Hilton’s strategic operational efficiency and upscale locations keep it at the forefront of the hospitality industry.
Royal Caribbean ( RCL ): Outshining in the rebounding cruise industry, RCL’s stock surged by double-digit margins last year, backed by record bookings and a growing global vacation market.

Travel Stocks - 3 Standout Travel Stocks to Book for Scorching Summer Gains

Source: OPOLJA / Shutterstock.com

The tourism industry is gearing up for a robust trajectory as we head into the latter part of this year. Despite the recessionary headwinds in play, traveler enthusiasm hasn’t waned, making it apt to consider the best travel stocks to buy.

Moreover, credit card giant Mastercard (NYSE: MA ) reports that the global cruise and airline sectors have hit new spending highs on nine of the last ten days this year. Also, travelers are looking to stay for longer, adding an extra day to their vacations compared to pre-pandemic times.

With this in mind, the article looks at three of the best travel stocks to buy, which stand out from their peers. These stocks offer a compelling blend of value and potential for growth, particularly as we approach a potential interest rate hike. Notably, these companies have managed to maintain their strong profit margins despite pricing pressures, a testament to their robust business models. Hence, the optimism surrounding the travel industry is running high, making it a prudent choice for portfolio diversification.

Travel Stocks to Buy: Airbnb (ABNB)

Airbnb (NASDAQ: ABNB ) is dominant in peer-to-peer lodging and experience booking. Despite multiple headwinds weighing down its business over the years, it has proven remarkably resilient. Its 3-year average revenue growth shows this, which stands at an enviable 44%. Moreover, the growing consumer trend toward travel and experiential spending points to an even brighter trajectory ahead for ABNB.

While ABNB’s first-quarter (Q1) performance may not have met the stock market’s expectations, it still managed to deliver impressive results. Despite the guidance for the upcoming quarter falling short of expectations, the company’s financial strength remains evident.

Revenues surged 18% surge to $2.14 billion , beating the consensus estimate of $2.06 billion. The platform’s strong top-line performance was mainly linked to significant gains in nights and booked experiences. More importantly, its net income soared 126% year-over-year (YOY) to a record $264 million. Also, Airbnb generated a robust $1.9 billion in net cash from operating activities and free cash flow for Q1.

Therefore, with its tremendous financial health and leadership position in its niche, ABNB stock is an excellent buy-the-dip candidate.

Hilton Worldwide (HLT)

Hilton Worldwide (NYSE: HLT ) is a titan in the hotel industry. With its mix of comfort and upscale locations, the hospitality giant has effectively met the demands of amenities-seeking travelers.

HLT has been an excellent stock to hold, posting double-digit growth across multiple post-pandemic quarters. Last year was particularly impressive, with its stock jumping over 44%, a testament to its robust recovery and market confidence.

Its recently released Q1 report saw it comfortably exceeding analyst earnings expectations, considerably increasing its full-year outlook. Revenue increased a healthy 12.2% to $2.57 billion during the period, led by gains in ‘franchise and licensing fees’ from increased hotels and higher occupancy rates. Additionally, its EPS of $1.53 shot up by 11 cents, its 9th consecutive quarterly earnings beat.

Moreover, Hilton’s management has done remarkably well in refining business operations for peak efficiency. Its adept adaptation to market trends makes it a standout player in the hospitality sphere.

Royal Caribbean (RCL)

The cruise industry has rebounded impressively post-pandemic. Despite the return to normal booking rates, many debt-laden cruise line operators are buckling under the pressures of higher interest rates. However, with the expected interest rate cut later this year, borrowing costs will likely decrease, boosting cruise lines like Royal Caribbean (NYSE: RCL ).

RCL, in particular, has been experiencing robust demand, with its stock up north of 55% in the past year. It reported a record Wave Season, led by incredible April bookings in terms of volume and pricing, leading to comfortable top-and-bottom-line beats. Additionally, net yields surged 19.3% in constant currency due to higher ticket prices and fleet improvements.

In its Q1 earnings call, CEO Jason Liberty highlighted the stellar performance of existing and new ships, particularly the Icon of the Seas, which blew past expectations. This monstrous success underpins the firm’s confidence in achieving its 2024 financial goals and capturing a bigger slice of the $1.9 trillion global vacation market.

As we advance, RCL forecasts second-quarter (Q2) EPS between $2.65 and $2.75, outperforming the $2.37 consensus. It also projects its EPS to fall in the $10.70 to $10.90 range against a consensus of $10.

On the date of publication, Muslim Farooque did not have (either directly or indirectly) any positions in the securities mentioned in this article. The opinions expressed in this article are those of the writer, subject to the InvestorPlace.com Publishing Guidelines

Muslim Farooque is a keen investor and an optimist at heart. A life-long gamer and tech enthusiast, he has a particular affinity for analyzing technology stocks. Muslim holds a bachelor’s of science degree in applied accounting from Oxford Brookes University.

Cruise , Hotel , Consumer Discretionary , Travel

Article printed from InvestorPlace Media, https://investorplace.com/2024/06/3-standout-travel-stocks-to-book-for-scorching-summer-gains/.

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Ready to go slow? Kentucky's 'Joy Ride' campaign is all about slow travel. What that means

With hectic holiday travel in the rearview mirror, the open road lies ahead. Ready to take the slow road to your next travel destination? You're not alone.

Travel experts are predicting a trend toward "slow travel" in 2024. According to a study from Morning Consult, the pent-up travel demand that exploded at the end of the COVID-19 pandemic is easing up.

Rather than a whirlwind Instagramable tour changing locations every two to three days, slow travel is a more authentic experience. It's a form of travel that leaves you with a feeling that you truly got to know the places and people you’ve encountered on your journey, and the Kentucky Tourism, Arts, and Heritage Cabinet has just the ticket.

"People are re-discovering the joy of the open road," said Mary Quinn Ramer, president of VisitLEX . "The Joy Ride campaign encourages people to travel like they used to, in the 50s and 60s, when people took their time to stop at scenic sites along the way, really enjoying the experience of getting to their destination."

Here's more about the Joy Ride campaign and where to spend your next vacation in Kentucky.

Learn more: Best travel insurance

How is Kentucky's Joy Ride part of the slow travel trend?

Slow travel is a more sustainable way to travel focused on local communities and less mass-produced and high-volume travel experiences. The "Kentucky Joy Ride" campaign exemplifies this type of nostalgic travel with itineraries to more than a dozen locations within the central Bluegrass region of the state.

"The pandemic laid bare for us a genuine desire for connection," Ramer told the Courier Journal. "The slow travel movement is about taking a moment to exhale and connect with the places we are visiting."

How is The History Channel's Mike Wolfe promoting the Joy Ride?

To give people a better sense of what they'll encounter as they embark on the Joy Ride, Kentucky Tourism created a two-minute short film featuring and narrated by Mike Wolfe from The History Channel TV show " American Pickers ." Joining Wolfe on his Kentucky travels is Heritage Tourism Preservationist Leticia Cline. The commercial for Joy Ride showcases the couple's trip exploring idyllic spots in Kentucky’s Bluegrass Region including winding roads with heart-stopping views, wineries, historic homes, nature preserves, small-town restaurants, and yes, horses and bourbon.

“On the main streets and two-lane backgrounds, rolling hills, places where time stands still. Full of wonder and wildness. There’s no better place to get lost than Kentucky’s bluegrass. Take a joy ride,” Wolfe says in the two-minute video.

Where can I travel on the Kentucky Joy Ride?

From Shaker Village of Pleasant Hill in Harrodsburg and the Historic Boone Tavern in Berea to Winchester's Ale-8-One Bottling Company and Beer Cheese Trail to Claiborne Farms in Paris, Kentucky, the Joy Ride campaign encourages travelers to embrace the idea that life is all about the journey and not just the destination.

If a slow travel journey sounds like the way to go, The Kentucky Tourism site at bluegrasskentucky.com has everything you need to plan your vacation or weekend getaway. Along with a map of all the highways in the central Bluegrass region, the site highlights several activities and attractions available in each area. Additionally, the site offers more specific itineraries for the bourbon lover, a girls' weekend, and the outdoor adventurer.

"We love that in the Bluegrass region, there is such stunningly beautiful scenery right out your window, it doesn't matter which country you are in," Ramer said. "And when we slow down we have the chance to meet some of the nicest people in the world because they live right here in Kentucky."

With a nostalgic flair, and some of the most beautiful scenic byways in America, Kentucky’s Joy Ride encourages travelers to take the backroads, and own the idea that life is all about the journey and not just the destination.

"As people plan their next vacation, we encourage them to travel the way Americans used to travel — taking the backroads and enjoying the time spent together and the memories made," added Ramer.

What are the stops along the Kentucky Joy Ride tour?

The Kentucky Joy Ride campaign is supported by nostalgic collectible posters and digital content highlighting iconic spots in the Bluegrass all of which can be found at bluegrasskentucky.com . Here's a list of places featured on the campaign:

Berea, Kentucky: Historic Boone Tavern
Carlisle in Nicholas County, Kentucky: Wendt’s Wildlife Adventure
Cynthiana, Kentucky: Downtown Cynthiana
Danville, Kentucky - Constitution Square
Frankfort, Kentucky: Buffalo Trace Distillery
Georgetown in Scott County, Kentucky: Old Friends Farm
Harrodsburg, Kentucky: Shaker Village at Pleasant Hill
Lancaster & Paint Lick, Kentucky: Herrington Lake
Lawrenceburg, Kentucky: Kentucky River at Young’s High Bridge and Wild Turkey Distillery
Lexington, Kentucky: Keeneland Race Track
Nicholasville & Wilmore, Kentucky: First Vineyard and Winery and 1922 House Vineyards and Winery
Paris - Bourbon County, Kentucky: Claiborne Farms
Richmond, Kentucky: Battle of Richmond and Fort Boonesborough
Standford in Lincoln County, Kentucky: William Whitley House and Sportsman’s Hill
Winchester, Kentucky: Ale-8-One Soda , Beer Cheese Trail , and Beer Cheese Festival
Woodford County, Kentucky: Woodford Reserve Distillery

For more information on each site, visit bluegrasskentucky.com.

Reach features writer Kirby Adams at [email protected].

Extreme heat kills hundreds of Muslim pilgrims

Muslim pilgrims gather at the Grand Mosque in the holy city of Mecca on June 18, 2024.

Hundreds of visitors have died during the annual Muslim pilgrimage to Mecca amid scorching heat, according to press reports and foreign ministries.

At least 550 people have died on Hajj, diplomats told French outlet Agence France Presse (AFP) on Tuesday. Three hundred and twenty-three of the dead were Egyptians, most of whom perished due to heat-related illness, AFP reported, citing two Arab diplomats.

Reuters was not able to immediately verify those numbers.

Stampedes , tent fires and other accidents have caused hundreds of deaths during Hajj to Saudi Arabia in the past 30 years. The pilgrimage began on Friday.

Saudi state TV said temperatures rose on Monday as high as 51.8 degrees Celsius (125.2 Fahrenheit) in the shade at the Grand Mosque in Mecca.

A 2024 study by the Journal of Travel and Medicine found that rising global temperatures may outpace strategies to deal with the heat. A 2019 study by Geophysical Research Letters said that as temperatures rise in arid Saudi Arabia due to climate change , pilgrims performing Hajj will face “extreme danger”.

Thirty-five Tunisian citizens have died during the Hajj, Tunisian news agency Tunis Afrique Presse said on Tuesday.

Many of those deaths were due to extreme heat, family members said on social media, as other families continued to search for missing relatives in Saudi hospitals.

The Jordanian foreign ministry said it had issued 41 burial permits for Jordanian pilgrims on Tuesday. Earlier, the ministry said at least six Jordanian citizens died of heat stroke during the Hajj.

Eleven Iranians have died and 24 were hospitalized during the pilgrimage, Iranian state news outlet IRINN said on Tuesday without giving the causes of death.

Three Senegalese citizens also died during Hajj, Agence de Presse Sénégalaise, said on Monday.

One hundred and forty-four Indonesian citizens died during the pilgrimage, Indonesian health ministry data showed on Tuesday. The data did not specify if any of the deaths were due to heat stroke.

The Hajj is an annual pilgrimage that millions of Muslims make to Mecca to perform religious rites as taught by the Prophet Mohammad to his followers 14 centuries ago.

A Saudi health official, speaking to Reuters on Monday, before many of the reports of deaths were issued, said that authorities had not noticed any unusual fatalities among Muslim pilgrims amid the extremely high temperatures.

The ministry had so far treated more than 2,700 pilgrims who suffered from heat-related illness, he added.

“Hajj is a difficult task, so you have to exert efforts and perform the rituals even in the conditions of heat and crowding,” an Egyptian pilgrim told Reuters on Sunday.

Pilgrims used umbrellas to protect themselves from the sun, as Saudi authorities warned pilgrims to stay hydrated and avoid being outdoors during the hottest hours between 11 a.m. (0800 GMT) and 3 p.m.

Muslim pilgrims were wrapping up the Hajj pilgrimage in the deadly summer heat on Tuesday with the third day of the symbolic stoning of the devil, and the farewell circling around Kaaba in Mecca's Grand Mosque.

Hajj, one of the largest mass gatherings in the world, is a once-in-a-lifetime duty for able-bodied Muslims who can afford it. It will end on Wednesday.

More than 1.8 million pilgrims were expected to take part this year, according to the Saudi General Authority for Statistics.

Choosing between an Airbnb and a Hotel This Summer? Here Are Some Things to Consider

School of Hospitality Administration’s Makarand Mody weighs in on how to what’s best for you

Photo: A picture of someone packing and organizing a suitcase for vacation

Not sure whether to book a hotel room or an Airbnb this summer? With costs for the two more or less the same, the choice should come down to what you need out of a booking, says SHA associate professor Makarand Mody. Photo via iStock/miniseries

Choosing between an Airbnb and a Hotel This Summer? Here Are Some Things to Consider

Alene bouranova.

It’s official: now that summer is here, travel season has arrived.

According to Statista , the average American takes two to three vacations a year. That adds up to some serious domestic spending: this year, the US travel industry is expected to generate a staggering $2 billion in revenue.

Unless you have friends or family to crash with, there’s a good chance you’re going to need to book a place to stay while you’re away. But what to book?

When Airbnb came onto the scene, the homeshare company was seen as an industry disruptor and a low-cost alternative to hotels. But with tales of horrible customer support and sky-high fees—as well as cities cracking down on short-term rentals—it doesn’t have the reputation it used to. Hotels, meanwhile, offer the amenities and services you need while traveling, but lack the charm and ambience of staying in a home. If Airbnb is on the losing end of public opinion, does that mean hotels are having their moment in the sun?

To get some answers on what’s going on in the travel world, BU Today spoke to Makarand Mody , associate professor of hospitality marketing at Boston University’s School of Hospitality Administration, whose research has included the economic impact of Airbnb and why people choose hotels versus homeshares .

Regardless, one thing is for sure: Post–COVID-19, “travel has made a crazy fierce comeback,” Mody says. “The demand in general is so strong for travel, and in hospitality more broadly.”

We spoke with Mody and asked him to share some insights into travel trends and advice on what to consider when deciding where to stay.

This interview has been condensed and edited for clarity.

with Makarand Mody

Bu today: if you search online, you find no shortage of airbnb horror stories from both customers and hosts, from double-bookings to the company refusing to issue refunds. what’s the deal.

Mody: With Airbnb, COVID-19 was that [definitive] moment for them. They were sailing along for 10 years, during a period of positive economic growth—the economy was good, disposable incomes were high, and people were traveling like crazy. Then COVID-19 hit, and they didn’t know what to do. There was a big outcry over [not issuing] refunds, and then issues about [lax] safety at rentals and high cleaning fees. There was definitely an attitude of “this is not a great platform and we’re never using it again” online. And with prices in general going up as they have, for people who were on the fence about staying at an Airbnb versus a hotel, it came down to a diminishing value proposition. The thought was, if I’m going to get services like staff to check me in and housekeeping at hand, then I might as well pay all that money for a hotel versus having to do it myself at an Airbnb. The other piece is cities cracking down on regulations for short-term rentals. I remember searching for Airbnbs in Manhattan in the past, and so many would pop up. Now it’s just a handful for the most part. The density has definitely diminished over the last couple of years. The interesting thing is, though, that Airbnb’s numbers don’t necessarily tell these stories. The company has been reporting really good quarters all along. Part of that is just the sheer volume of people partaking in hospitality post-lockdowns, which obviously benefits Airbnb.

BU Today: Does that mean the anti-Airbnb hype is at least partially overblown?

Mody: If you think about the psychology of online interactions, the people who tend to complain the most are also the people who tend to post the most online. In general, reviews tend to come from people who either had really good experiences, or really crappy ones. Most people’s experiences tend to fall in the middle. I, personally, have never had a crappy Airbnb experience that made me go and shout from the rooftops that the company is the devil—and I think that’s the case for most people. If you look at the number of people who are satisfied or highly satisfied with their Airbnb experience, that proportion is significantly higher than those who are dissatisfied. And, again, while we may see more people complaining, that’s also because more people are traveling than ever before.

BU Today: All that said, are hotels coming back into the spotlight as a go-to option?

Mody: They definitely have. The financial reports speak for themselves. The big players—the Marriotts and the Hiltons of the world—have been doing really well. I think part of that has been the fact that hotels took a hit in occupancies and revenues before COVID-19, because people were moving away from them towards Airbnb. After the pandemic, things have changed a little bit. People appreciate the sense of safety and the services that hotels offer. Hotels have also been pretty good about reinventing the experience in some ways—I can book a room on an app now. And, with fees being tacked on to Airbnb [partially] as a result of jurisdictions taxing short-term rentals now, the price differential between a hotel and an Airbnb isn’t that much. At that point, why not go for the comfort of a hotel, where if something’s wrong, someone will fix it for you instantly? On the hotel side, brands have also gotten smarter at recognizing how people actually travel. Before COVID-19, the hotel room hadn’t changed for 50 years, right? Now, let’s say you’re staying in New York City, for example: How much time do you actually spend in the room? You’re there to explore the city. These new hotel brands in particular have realized that they don’t need to have such large rooms; they can make those smaller and cut costs, but also make the public space experience much cooler. They can put in cool rooftop bars and create activities and programming in the lobbies to make those thriving spaces. You can’t get a rooftop bar at an Airbnb—that becomes the draw to stay at a hotel.

BU Today: So, what should people take into consideration when they’re thinking about what to book?

Mody: Some of the research I’ve done was to find out what the factors are when people choose hotels or Airbnbs. Whatever their choice, we found that what people consistently look for is quality and service. People look for good reviews, how many stars a host or hotel has—if something is below four stars, that won’t even be considered by most people—how many people have stayed at a place before, and for indicators that a booking is at a welcoming space. I think, at this point, the dynamics of “Am I largely an Airbnb customer or a hotel customer? Or am I still that person who determines every time I travel which one I want to stay at?” have pretty much settled out for most people. So, it’s hard to say what people should be looking out for, but I think the biggest takeaway should be what your biggest need is at that point in time, and whether a homeshare or a hotel would best fulfill that need. For example, I have a three-year-old and another one on the way. When I travel, it’s my once-a-year trip. There’s never a thought in my mind about home-sharing—I don’t want to cook my own food. I want turndown service and someone to run out to get milk for my child. As far as service is concerned, it’s hotels all the way for me. But a few years ago, I would totally look into Airbnb and cool [off-the-beaten-path] experiences. And if I was traveling with another family or two, and taking all our kids on vacation, I might actually consider renting a large home with a private pool so we can spread out but still be together. In general, it’s super circumstantial.

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Photo of Allie Bouranova, a light skinned woman with blonde and brown curly hair. She smiles and wears glasses and a dark blue blazer with a light square pattern on it.

Alene Bouranova is a Pacific Northwest native and a BU alum (COM’16). After earning a BS in journalism, she spent four years at Boston magazine writing, copyediting, and managing production for all publications. These days, she covers campus happenings, current events, and more for BU Today . Fun fact: she’s still using her Terrier card from 2013. When she’s not writing about campus, she’s trying to lose her Terrier card so BU will give her a new one. She lives in Cambridge with her plants. Profile

Alene Bouranova can be reached at [email protected]

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