Travellers are increasingly seeking authentic and more meaningful experiences, where they can get up close and personal with local culture and traditional practices. As Rajeev Kale, president & country head, holidays, MICE, Visa, Thomas Cook (India) points out, there is a growing sense of ‘YOLO – You Only Live Once’ amongst consumers, with an increased desire to strike off their bucket-list experiences.
“This has resulted in a 40-50% increase in Thomas Cook’s customised holidays business compared to pre-pandemic, with a noteworthy demand for unique, once-in-a-lifetime experiences over exploring popular tourist locales and regular sightseeing tours,” he says.
People are increasingly opting for ‘experiential activities’ like biking, trekking/hiking, camping, river rafting, yachting, parasailing and zip lining, safaris and jungle adventures, as well as wellness holidays for a rejuvenating experience.
Meaning and purpose
Sheila Stamp, personal travel counsellor at travel agents Travel Counsellors says: “People are focused on experiencing a country, city, or particular place by actively and meaningfully engaging with its history, people, culture, food and environment – giving them an experience, as opposed to sitting by the pool.”
From her perspective, customers are focusing on experiences that they can share with their families. In fact, she says, there are a lot of multi-generational families travelling and wanting to make lifelong memories; by providing tailor-made itineraries, it ensures the trip suits each person’s individual needs and wants.
India-based SOTC Travel says its customers are now seeking personalised holidays with immersive travel experiences and are willing to pay a premium for specific unique experiences. These range from natural phenomena like the Northern Lights and the Sakura (Cherry Blossom) season to adventure experiences like dolphin/whale watching, hot air ballooning and snow sledding. Additionally, cruise holidays are also witnessing an uptick, , with those from India appreciating the unique combination of the cruise experience itself and the luxury it offers.
Daniel D’Souza, SOTC Travel president and country head – holidays, says India’s fascinating diversity offers a wealth of experiences to every traveller, with hidden gems including quaint offbeat locales, spiritual sojourns, wellness getaways, outdoor-adventure experiences, and more.
“Our customers across segments are displaying high interest in unusual destinations away from the crowds of a mainstream tourist destination – offbeat and rugged holidays and in-depth exploration of domestic locales,” he says. “Some of India’s offbeat destinations include Kashmir’s Gurez Valley – one of the most enchanting and charming destinations owing to verdant rolling meadows, lovely pastures, emerald forests, deep valleys and mist-covered mountains.”
He also singles out Pelling as a prime destination for those in search of immersive experiences, highlighting how it offers a range of ‘themes’ from nature with lakes and waterfalls, to shopping to historical ruins and more.
“From adventure activities, spiritual retreats to immersive strolls through natural parks, Pelling is a haven for travellers,” he says. “Dharamkot is tucked away from the hustle and bustle of Dharamshala; with quaint little village homes and guesthouses; this destination is famous for its meditation centres.”
Tailored culinary events
Aiste Miseviciute is the founder of LuxEat, a luxury global food platform which curates bespoke culinary events, which was established in 2007. Originally set up as a blog, it was a way for Miseviciute to write about her dining experiences and the inspiring people in the food industry she has met along the way.
She built up a network of chefs and restaurateurs across Europe, Asia and the USA, which led to her curating her own culinary dinners and events for people to experience.
“Whenever I organise a trip, I try to deep dive into the local culture and offer the guests something they couldn’t experience just by going there by themselves,” says Misevicuite. “What people love most about my events and tours is the “money can’t buy” aspect. For example, in Porto we had a Japanese sushi master serving omakase at a legendary port wine cellar. And in Bologna we had ‘nonnas’ (Italian grandmothers) making pasta as, they say, the best food in Italy is cooked by grandmothers.”
Miseviciute organises trips to places where she personally loves going herself. These include Spain, which has some of the best seafood in the world, Italy for its family-owned trattorias and Japan. Whenever she organises an event, she likes to mix luxury with very rustic experiences, such as pairing high end wines with simple cooking like your grandmother would make.
“The most rewarding part of my business is bringing people together who often become lifelong friends and continue meeting and sharing meals even after my tour,” she says. “Live events are somehow ‘ephemeral’ and you are only as good as your next event. Even if it takes place in the same location, each event is unique and can’t be the same, which is always exciting.”
Festival tours
Authentic India Tours offers ‘festival tours’ in India and Nepal. The 11-day Tihar Festival Tour in Nepal for example features homes and streets coming alive with thousands of oil lamps and colourful displays. Travellers can engage in vibrant cultural activities and experience the exchange of blessings and gifts. Guests can also visit a local family in Kathmandu to experience the festival and enjoy a family dinner. The tour also includes Kathmandu’s World Heritage Sites, wildlife at Chitwan National Park and Pokhara’s lakes.
Festival tours
Authentic India Tours offers ‘festival tours’ in India and Nepal. The 11-day Tihar Festival Tour in Nepal for example features homes and streets coming alive with thousands of oil lamps and colourful displays. Travellers can engage in vibrant cultural activities and experience the exchange of blessings and gifts. Guests can also visit a local family in Kathmandu to experience the festival and enjoy a family dinner. The tour also includes Kathmandu’s World Heritage Sites, wildlife at Chitwan National Park and Pokhara’s lakes.
Cultural experiences
Mauritius’ Veranda Grande Baie hotel reopened in July, and is now offering what it describes as ‘immersive indigenous-led experiences’. These include a local-led food tour with Taste Buddies, taking guests into the historical Port Louis area to explore the capital’s best culinary addresses. From catamaran excursions or pirogue boat trips with local guides, interactive Creole language lessons, a traditional Sega dance performance on the beach, to exploring the buzzy village bazaar where local artisans gather, Veranda Grand Baie says guests can ‘dive into the authentic island life of Mauritius’.
