It’s time for something different. It’s time to bring back the soul of travel… to prioritize immersive experiences that deeply connect travelers with places and leave a positive impact not just on the visitor, but on the visited as well.
We’re living in an age where [technology reigns supreme](https://www.forbes.com/sites/forbestechcouncil/2024/03/11/2024-is-the-year-of-ai-but-data-will-steal-the-show/#:~:text=As we settle into the,operate%2C innovate and leverage information.). Where dinner arrives at your doorstep with the click of a button, articles like this are written by robots, and you can’t trust any pictures on the internet. You can buy a canine companion for your next trip to Mars… Honestly, I’m surprised we haven’t established a colony on the moon yet. Tech, and increasingly AI, are changing the way we work and live.
And yet, we’re also witnessing concerning trends. There is an “epidemic of loneliness”, an increasing prevalence of global conflict, environmental destruction, and a loss of culture, tradition and belonging. In the US, we have a culture of working hard as a badge of honor, and most of us barely have two weeks of PTO each year... we’re struggling to find time off amidst chaos and [packed schedules](https://www.theguardian.com/commentisfree/2023/may/04/us-workers-bernie-sanders-32-hours-working-week#:~:text=Compared with other countries%2C our,more hours than German workers.). Because of that, we’re seeking to balance time off with resting and relaxing while also maximizing the little time we have off filling our vacations with awe, immersion, and culture.
Through the lens of the travel industry (my home, work, and play for the last 15 years), I see these trends manifest as frustration and distrust with traditional itineraries, fear of embodying the “classic American tourist,” and a craving for more, better, different—a desire for belonging and transformation.
Suddenly, AI travel bots are everywhere. They scour the internet for the “best of the best” and churn out cookie-cutter travel plans. They all pull from the same resource that we’ve been underwhelmed by for decades: the internet. The tourist-driven review sites that rank McDonald's as the best places to eat in Paris (lol) have everyone and their mother showing up to the same top ten spots… and the big brands that have overtaken boutique hotel and restaurant businesses across the globe, reducing cultural immersion and replicating Americanisms (ah yes, another Starbucks coffee, just what I wanted…). All culminating to the problem of overtourism, where travel is not great for travelers and even worse for those who call these over-loved destinations home.
It’s time for something different. It’s time to bring back the soul of travel… to prioritize immersive experiences that deeply connect travelers with places and leave a positive impact not just on the visitor, but on the visited as well. It’s time for travel that means something, that not only sustains but regenerates and inspires.
That’s why we’re building Travaras, a better travel future (also known as regenerative travel) for you, for us, for the world… for the love of travel.
With love,
Jen
