In a world where travel goes beyond the typical vacation experience, focusing on personal growth, self-discovery and profound change, Jake Haupert, co-founder and CEO of Transformational Travel Council, uncorks the fundamentals of transformational travel.
How do you define transformational travel and how does it differ from traditional tourism?
It is a more mindful approach to travel and tourism, which improves lives and the life of our communities. It focuses on intentionally co-creating conditions for more ethical, conscious and impactful outcomes for everyone involved. Moreover, this approach is rooted in human connection and how we relate with ourselves, others, nature and society. We see this as an active, additive approach, rather than an extractive one, requiring more intention and attention from travelers. Furthermore, the travel industry, hosts and communities must actively engage and participate in this process to create lasting, positive change.
What are the key elements that make travel a truly transformative experience for individuals?
Well, first and foremost, we, as experience designers and hosts, do not get to define what is transformational or not. Instead, that decision is up to the traveler, who ultimately determines their own transformation. Whether you’re a travel advisor, a hotelier, a guide or a retreat facilitator, we can only strive to create the right conditions. Moreover, this involves fostering deeper connections and elevated experiences by helping travelers become more present, aware, and engaged. Additionally, we aim to create space for reflection, allowing travelers to derive meaning from their experiences. Honestly, a paradigm shift in tourism is urgently needed to meet the surging demand for transformative travel, which is more responsible and regenerative. Our Signature Experience Development Training requires 30 hours of coursework to teach how to integrate these transformative elements. Moreover, learning to co-create such conditions within our organizations, will be an ongoing journey for the industry.
While travel has always had the potential to be transformative, the modern travel industry has diminished this potential significantly. However, travel companies, hotels, guides and destinations that break from the norm are unlocking the potential for more meaningful experiences. Furthermore, they are helping travelers gain better awareness of their identity, emotional dynamics, travel intentions and life goals. This approach considers the socio-cultural systems travelers encounter, whether near or far. A transformative experience strategy, therefore, provides immense value by shifting perspectives and helping travelers become better versions of themselves. Ultimately, this presents an extraordinary opportunity for businesses and organizations of all sizes and motivations.
How can destinations and businesses incorporate transformational travel principles into their offerings?
Early adopters of this movement are executing a range of strategies aimed at supporting lasting change for visitors and the visited. However, this represents a fundamental shift in how we, in tourism, design and deliver travel experiences. Building an end-to-end experience, which guides travelers in intentionally developing an outcome-driven travel practice. Additionally, it continues while traveling and after the traveler has returned home, ensuring a comprehensive and impactful experience. When travelers recognize that their perspective defines their experience, they understand their participation matters, and intention becomes crucial. Through mindfulness, reflection, and applying the benefits both on the road and back home, travel becomes transformational for both self and society. Furthermore, destinations taking a regenerative approach, prioritizing their people and place, foster more cooperative and conscious experiences. Moreover, these destinations are co-creating the conditions for their visitor economy to thrive by offering well-considered and meaningful experiences. The TTC collaborates with destinations worldwide on how to adopt a regenerative community development strategy, ensuring sustainable growth.
Where do you see the biggest opportunities for transformational travel in the next decade?
Consumers are increasingly turning to travel to help change personal aspects of their lives. Moreover, their reasons for seeking transformative travel experiences vary by life stage, making the process dynamic and highly personal. This evolving trend is a major focus of the research we are leading in the Transformation Economy Collaborative. We are working with renowned brands like Create Joy, Sierra Club, Disney and Edward Jones Financial.
One of the most significant opportunities in tourism today is shifting from being order-takers to becoming travel coaches and mentors. Moreover, we have the potential to help travelers move from being ego-centric, filled with expectations and a sense of entitlement. Instead, we can guide them toward adopting a mindset based on reverence, gratitude and altruism, ultimately enriching their travel experiences. Furthermore, this transformation catalyzes travel for personal growth, community betterment and societal evolution, creating meaningful, lasting impact in the process. If we fail to facilitate this change, we should question the very purpose of our travels, as it’s both fundamental and simple. Travelers and tourism professionals must unite in a relentless pursuit to fulfill travel’s potential in creating positive, transformative change worldwide.
Understanding and appreciating transformative travel supports not only human well-being but also planetary health and our awareness of interconnectedness on a global scale. Over the next decade, those in tourism who fail to evolve in this way will undoubtedly be left behind, unable to keep pace with these profound changes.
