The idea of “transformative travel” is taking hold of the travel industry and catching on with travelers across all consumer segments. We set out to find what’s driving this traveler shift toward self-actualization and what this means for travel brands.
We’re publishing a new Skift Trends Report in partnership with Singapore Tourism Board: The Rise of Transformative Travel, that takes a closer look at how travelers are shifting toward meaning, purpose, and personal fulfillment.
Travelers today are increasingly drawn to travel as a form of self-actualization and personal transformation and growth. They want more than a simple visit to a new destination or days spent relaxing on a beach. Instead, the travel they’re seeking is an experience of the world that goes deep — one that changes them in ways they may not even be aware of.
With personal growth now a central goal of many travel experiences, brands, companies, and destinations operating in the travel and tourism space can thrive by helping travelers enrich their inner lives as they explore outwardly.
Skift identified travel focused on personal fulfillment as one of its 2018 Megatrends, “Personal Fulfillment Is the New Ultimate Luxury.” According to the Megatrend, the evolving wants and needs to travelers in the luxury sect are undergoing a tangible shift. While memorable, bespoke experiences are still important to these travelers — which we’ve seen through the focus on experiential travel over the last decade or so — they’re no longer enough. For luxury travelers, the personal fulfillment and self improvement one gains from an experience now takes precedence.
The trend began in the adventure-travel sector and has since become correlated with the luxury segment. But like experiential travel, which is now readily available to travelers outside of the luxury category, the focus on personal fulfillment is also gaining wider traction among travelers in general.
This report includes:
● A look at what “transformative travel” actually means and why it’s becoming more of a focus in travel today
● Quantitative data on traveler attitudes toward transformative travel experiences
● Interviews with executives from Intrepid Travel, Fairmont Hotels, Singapore Tourism Board, and the founder of Bonnaroo
● Case studies from Gardens by the Bay, Singapore Tourism Board, and Jewel Changi Airport