Experiences Are More Important Than Stuff

The ‘meaningful travel’ trend continues as the modern traveler is focused on personal growth, cultural immersion, and connection. These travelers are keen to support local businesses, eat local cuisine, and shop at local markets. 

Travelers prioritize experiences and venturing into the unknown. They are curious about regional history, local customs, and cuisine and are committed to ethical and sustainable exploration. 

Travelers are embracing off-the-beaten-path adventures or ‘detour destinations,’ branching out to small towns near their hub. They’re taking ancestral pilgrimages to discover more about their family history. 

Authenticity is the ticket, and Western-themed adventures are surging in popularity. Cowboy Tourism ranks high on many 2025 bucket lists. 

Here are some ways your hotel can curate meaningful experiences for your guests and create benefits for your local community.

 

The Benefits of Meaningful Travel

Benefits local communities

Many travelers seek unique and authentic experiences, which often means exploring areas that aren’t always tourist hubs. Their curiosity about locally owned hotels, their hunger for local cuisine and culinary travel, and their quest to find unique souvenirs from local artisans all support the local economy.

Community Engagement

Many meaningful travelers choose a destination to volunteer their time or donate money to worthy causes and organizations. They often make an effort to understand and respect the local culture, which fosters community engagement and cultural exchange. 

Environmental Awareness

Meaningful travelers value sustainability and are mindful of their impact on the places they visit. They often bring awareness to environmental issues and areas that need attention and protection.

How Can Hotels Support Meaningful Travel?

Partner with local organizations

Make sure your establishment is involved with your community and gives back where and when you can. Partner with non-profits, social enterprises, local environmental and cultural groups, and other organizations focusing on community involvement. 

Offer curated experiences

Consider adding more experiences and experiential packages to your concierge services. When you know your community well, you will be aware of lesser-known events, offbeat adventure options, and opportunities to dive deep into your local culture. 

Provide resources

Be sure to provide tools and resources to help travelers make personalized plans. 

Promote your area as a destination

Highlight what is unique about your local culture–special events, history, hidden gems, music, and food. Support your local businesses.

Offer unique activities

Help Travelers choose activities that suit their interests, like cooking classes, art workshops, or visiting local galleries. 

Stay environmentally conscious. Show your commitment to sustainability by including information on traveling by public transportation or on foot whenever possible.

Partner with a local tour operator that specializes in meaningful travel. They can help customize an itinerary for your guests’ interests and values.

References:

Texas Time Travel-Top 5 Travel Trends for 2025