One lasting effect of weathering the global pandemic is that people are thinking more carefully about how they spend their time, both at work and in their free time. So it’s no surprise that the trend towards meaningful travel is gaining momentum. Travel Market Report has delved deeper into what makes sense in travel and why travel consultants should book it now.
What is meaningful travel? This kind of travel goes beyond wanderlust. It is about satisfying a desire for enrichment, for unforgettable journeys… those moments that take your breath away, or bring joy that comes with experiencing new things, sharing moments with loved ones and making new friends. These are the kind of adventures that people think about for days, weeks and even decades after the trips are over.
“Meaningful travel provides a personal connection that is deeply rooted in the experience the traveler seeks. [That includes] connecting with something on a trip that resonates with a personal passion,” said Ralph Iantosca, CTA, LS, DS, expedition and safari specialist, owner of Iantosca Travel LLC, and named among Condé Nast’s Top Travel Specialists in 2020 – 2022.
For example, Iantosca described a multigenerational trip to New York that he arranged for a client. The grandmother wanted to keep her granddaughter interested in the travel experience. The granddaughter was in high school for drama and singing, so the grandmother loved the idea that he suggested organizing a private voice lesson with a Broadway voice coach for her granddaughter. It turns out that the granddaughter is moving to New York this summer to study with a drama coach and a voice coach, and a talent agent is helping her. Needless to say, this trip was a bull’s eye everywhere.
Another example Iantosca gave: “I had a client who was interested in their family heritage, so they went to Norway. The supplier I worked with found a fjord of the same name and later learned that the family was from that part of Norway. By tracing their family roots in Norway, the family could learn about their grandparents, great-grandparents, the family’s immigration to the United States, and share that with the younger generations traveling with them.
Roberta deGrandis, CIS, MCC, CTA, Let’s Go Travel, LLC, also referenced heritage travel in the discussion of meaningful travel: “I think some of the most impactful trips I’ve helped clients plan are when they start visiting the places where their ancestors came from, especially if they know the small town or village where their grandparents or great grandparents came from, and we record a visit to that exact place i say it’s a return to the “dirt” they came from, and it makes sense if they can walk in the same places they heard stories about growing up.”
Any destination that touches the traveler’s emotions can serve as the setting for a milestone journey. Here are some ideas that travel consultants can share with clients to inspire them to get back out there and travel on an immersive and meaningful journey, whether in the US or internationally:
Why is meaningful travel on the rise now? Research has shown that, following the abrupt cessation of normal life associated with the COVID-19 pandemic, consumers are now hungrier than ever to experience the world through a new lens and travel to places that will rejuvenate, inspire and create memories that will last a lifetime.
“During the pandemic, everyone had the opportunity to think about their future, which is important, and now they want that when they travel,” Iantosca said.
Along the same lines, Kathi Russ, franchise owner and travel consultant, Epic Travel LLC noted: “With the lifting of travel restrictions around the world, the pent-up wanderlust is being released. It seems that many, when they return to the pleasure of travel, are looking for the big and going beyond the ordinary with their travel plans.”
As an example, she said, “I have clients who joined me on a European river cruise in May 2022. This trip was planned in the depths of the pandemic’s isolation, after I made a Zoom call to explore the virtues and value of river cruises. cruise travel. This trip was a milestone for this couple to look forward to as they went through serious life challenges with aging parents. When the journey finally arrived was the joy and wonder I witnessed This was their first trip to Europe, and they embraced every step, every incoherent conversation with someone who spoke no English, every vista and view along the way and the cultural history of the country and its people over the years. This trip was more than traveling alone – it was a time to open their hearts and minds to the world again.”
The value that travel consultants add These are exactly the types of travel where travel consultants add tremendous value to the travel equation.
“We have contacts with incredible destination management companies in the countries the customers want to go to. Having the opportunity to collaborate and design a unique itinerary is something travelers really want,” Iantosca said.
He remembered a group trip to Rwanda. The park ranger gave them permission to see the same family of gorillas he saw on his first trip there in 2004. That’s the kind of magic a travel consultant can work, because of long-term relationships at the destination.
And with that, “You build a reputation and are known for doing these things so the referrals grow into this kind of business that becomes really profitable,” Iantosca added.
Russ also reflected on why travel advisors are important in booking meaningful travel: “As a professional with access to resources around the world, a travel advisor helps clients not only interact, but engage with gusto, place and its people in an immersive, authentic way. By understanding what a client likes, a consultant can match experiences so that the holiday is memorable and meaningful. Think: ‘Do I want to drive a bus past a sheep farm or do I want to learn how to shear a sheep?!’ Consultants have connections with fourth-generation truffle farmers in southern France, as well as local guides in Iceland who know exactly where the most magnificent and remote waterfall is located.
“To me, meaningful travel with a bucket list means that I do much more than just book reservations. It means helping my customers have world-class experiences and memories that will make them my lifelong travel customers.”
Travel advisors can also help with the financial planning of a major trip. “Milestones can be expensive, but the reason to celebrate and share a memory that will last forever is priceless,” explains Iantosca. “Start planning early and add 15-20% to the budget you think you have reserved. Planning two years ahead is something that can save a lot of money. I’ve negotiated rates so far in advance, asking if we pay in advance, will they honor the rate for more than two years this year – it’s always a good idea to ask. Many suppliers want to be booked that far in advance.”
Another option, says Angela Armutcu, owner of Jetset Travel, is to have family members and friends contribute financially to a milestone journey rather than throw a party, such as celebrating a 50th wedding anniversary or a multi-generational journey to celebrate a milestone. to celebrate an important birthday.
And Armutcu offered this parting thought: “I feel that all trips have meaning for customers. It could be the grandparents flying to see a new grandbaby or someone going to an unfortunate funeral. All trips have special meanings.” for every customer.We all want the big trips.Ultimately,we are here to help all our customers to fulfill from the smallest to the biggest trip…It’s a big responsibility when people have expectations.It’s worth it too to make their dreams come true.”
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