Is experiential travel the next big trend?

This article was produced by National Geographic Traveler (UK)

In general, the concept of experiential travel refers to immersive experiences – the kind that aims to forge a deeper connection with a destination than can usually be obtained from traditional leisure vacations. These often involve an element of adventure, whether physical, cultural or spiritual. According to the Mabrian trend agency, these types of trips are now almost as high on the average traveler’s wish list as more conventional holidays – defined as activities such as sunbathing, family gatherings or shopping .

Where do people go?

Experiential tours are usually rooted in a given destination, ensuring that visitors can experience it as authentically as possible. As such, tours tend to focus on less touristy places. Since the pandemic, for example, upmarket ski specialist Powder Byrne has found that destinations like Japan better represent a family ski trip than somewhere like Switzerland. Add-on experiences like temple tours and samurai sword fighting exhibitions add an extra dimension.

What kind of trips are made?

Active adventures are growing in popularity, with more extreme options on offer than ever before. An example includes the Shackleton Challenges. Launched to complement Shackleton’s polar-proof outerwear, they are – for the most part – arctic and antarctic mini-expeditions. Even the entry-level Polar Skills Challenge in Norway involves hauling a pulk (a sled loaded with equipment) as you ski tour through the snow.

And closer to home?

The growth of experimental trips is not limited to long-term research. Take, for example, the popularity of wild camping in the United Kingdom. Of course, fans of Britain’s national parks have been doing it for generations. But when a YouTuber like Claire Wildbeare attracts an audience of 220,000 subscribers and posts 113 wild camping and bivouac videos — followed by fellow YouTube star Paul Messner — it’s clear that something extraordinary is happening. Every weekend, it seems, a small army of thrill-seekers spreads across Britain’s moors, waterfalls and munros. Their mission: to experience Britain at its most raw and unvarnished. As a result, mountain sports outfitter Ellis Brigham has seen its rugged, weather-resistant tents fly off the shelves. “It seems that enthusiasm for the adventurous side of camping is stronger than ever,” observes Luke Scrine, the brand’s principal store buyer.

What if it’s not for me?

Of course, not everyone wants this kind of experience. People still fly and flop into their millions. And while some well-heeled travelers hope to return with stories of life-changing encounters in far-flung places, others gravitate to the next luxury hotel they must stay at. The HBO TV series White Lotus was cynical about such behavior in 2021 and 2022, but this did not stop the demand for the property featured in its second series – the Four Seasons Hotel in Taormina, Sicily – cleared up after the show.

What are the benefits?

The deeper we go into a destination, the more widely our money is spread. Tom Barber of Original Travel knows the benefits well. “We are big promoters of community-based tourism,” he says. “We identify locally owned accommodation, restaurants and activities so that our customers can make informed decisions about where their money goes. It’s important not to preach, but more and more customers are opting for experiences and housing where they know their money can be used to make a real difference.”

The benefits remain for the traveler as well. Spending time chatting with locals and getting to know their daily lives – including tour guides, hosts and others working in tourism – could provide significant insight into the lived reality of a given destination. These kinds of colloquial exchanges also contribute to a more complete understanding of a place, which could be as memorable as the treasure of a guidebook of facts and history.

What do I need to know?

Travelers should check the exclusions on their travel insurance policy before going, especially if there are likely to be physical activities. There will also probably be a level of fitness required for some activities too – check you are fully prepared before booking.