Chat over chaiThe way consumers are seeing travel has been changing, they are now looking for immersive experiences, understanding and being a part of the local cultures. Iconic landmarks no longer drive decision making. Destinations need to showcase the full spectrum of experiences that they offer. Mixing adventure, learning, healing and celebration. It’s a paradigm shift from “I was there” to “I was changed there.”
Scott Wegener, Head of Asia Pacific at Tripadvisor, while addressing the audience during the opening keynote at ITB India 2025 shares more about Experiential Travel.
Postcards for the Soul
The search for meaning and transformation is redefining travel in 2025 and beyond. It is no longer just a trip it’s a postcard for the soul. Wegener states: “Leisure travel is no longer about just buying holidays, flights, hotel stays. It's about seeking journeys. So, what is experiential travel in 2025? It's a shift from passive sightseeing to active engagement. It's about immersing yourself in a local way of life, forging connections with people and truly understanding a place's essence. Say goodbye to rushed itineraries and crowded bus tours and shallow checklists, say hello to slow travel. It's about immersing yourself in the local way of life, forging connections with people and truly understanding a place's essence.”
Key fundamentals of Experiential Travel
P is for personalization: Travellers are looking to curate an itinerary that aligns with their interests, whether it's a pottery class in Jaipur for those that are interested in arts and crafts, or a home cooked meal in Hanoi for those who are interested in cooking, a wildlife trek in Sri Lanka for the more adventurous types, or maybe even a tour of the Melbourne Cricket Ground in Australia, for those that are into sports.
A is for Authenticity: Experiences must be genuine and true to the local culture. Travellers are after real culture, real rituals, real people, not staged for Instagram moments.
L is for the local interaction: Travellers are wanting to engage with local people, learn from local artisans, join a local festival, volunteer for a community project, even sit with the locals and simply have a chat over Chai.
S is sensory immersion: Travellers are looking to engage all of their senses. Taste a spicy wada pao in Mumbai, listen to local folk music in Jaipur. Inhale the aromas of the old Delhi spice market. See and maybe even wear vibrant sarees in Varanasi. Or touch and feel handmade crafts in Kolkata. Travel is now lived not just watched.
Travel used to be about collecting places, now it’s about collecting moments!
