- Travel
The nature of travel is changing, with a stronger focus on immersive experiences. What does this mean for travellers?
Published December 19, 2023
5 min read
This article was produced by National Geographic Traveller (UK)
Broadly speaking, 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 had from traditional leisure holidays. These often involve an element of adventure, whether physical, cultural or spiritual. According to trend-spotting agency Mabrian, these kinds of trips are now almost as high on the average traveller’s wish list as more conventional holidays — defined as involving activities such as sunbathing, family gatherings or shopping.
Where are people going?
Experiential travel usually delves deeper into a given destination, ensuring visitors can experience it as authentically as possible. As such, tours tend to focus on less-touristy spots. Since the pandemic, for example, upmarket ski specialist Powder Byrne has found that destinations like Japan better represent a blow-out family ski trip than somewhere such as Switzerland. Add-on experiences such as temple tours and samurai sword-fighting displays add extra dimension.
What kind of trips are being taken?
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 outdoor clothing, they’re — for the most part — Arctic and Antarctic mini-expeditions. Even the entry-level Polar Skills Challenge in Norway involves hauling a pulk (an equipment-laden sled) as you ski tour across the snow.
What about closer to home?
The growth of experiential travel isn’t restricted to long-haul pursuits. Take, for example, the popularity of wild camping in the UK. Of course, lovers of Britain’s national parks have been doing it for generations. But when a YouTuber such as Claire Wildbeare attracts an audience of 220,000 subscribers and posts 113 wild-camping and bivouacking videos — closely followed by fellow YouTube star Paul Messner — it’s clear something extraordinary is going on. Every weekend, it seems, a small army of thrill-seekers is dispersing across Britain’s moors, fells and munros. Their mission: to experience Britain in its rawest, most unvarnished state. As a result, mountain sports outfitter Ellis Brigham has seen its robust, weatherproof 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 chief tent buyer.
What if it’s not for me?
Of course, not everyone wants this kind of experience. People still fly and flop in their millions. And while some well-heeled travellers are hoping to come back with tales of life-changing encounters in faraway places, others are flocking to the next must-stay luxury hotel. HBO’s TV series White Lotus was cynical about such behaviour in 2021 and 2022, but that didn’t stop demand for the property featured in its second series — the Four Seasons Hotel in Taormina,