Travel, it is often said, changes a person. But not all travel is created equal. In the brave new world of incentive travel it’s goodbye buffet breakfasts and hello transformational travel. Read on to find out how incentive travel really can transform a person’s soul…
Maybe it’s just me, but all of my fondest and most vivid travel memories involve unfamiliar surroundings; moderate to extreme levels of discomfort; and the time and space to comprehend the enormity of life, history and the universe. I am not a religious person, but the fortnight I spent exploring the Jesuit missions of Eastern Bolivia will stay with me forever. Hitch-hiking to crocodile-infested Lake Turkana on the Kenya / Ethiopia border left a similarly strong impression, and even playing host to a flesh-eating Amazonian parasite for a year or two had a positive effect on my psyche (if not my arm, back and toes).
These days, there’s a name for experiences like this. As terms like ‘transformational travel’, ‘self-actualisation’ and ‘personal growth’ surge on Twitter, Instagram and Google, travel agents and tour operators are cashing in on the latest trend in the experience economy. Following a survey which found that “54 percent of respondents ranked the importance of transformative travel as 7 out of 10 or higher,” market researchers Skift identified “travel focused on personal fulfilment as one of its 2018 Megatrends.” And it’s not just a consumer trend, either: more and more companies are incorporating transformational travel into their incentive travel programs. The Incentive Research Foundation (IRF) notes that “for some high-end attendees, this drive for connection, fulfilment, and self-improvement may begin to trump other areas of experience.”
A very brief history of transformational travel
The Roman philosopher and statesman Seneca the Younger spoke for us all when he said that “travel and change of place impart new vigour to the mind.” He died almost 2000 years ago, though, in an era when the 220km road-trip to Naples could take six days and sailing to Constantinople would set you back 25 days – or more if the winds were wrong. These long journeys offered plenty of time to commune with travellers and locals alike. And the many travails of ancient travel – try sitting on a bench for six days with only your thoughts for company – encouraged contemplation. (As an aside, ORBIS, the ‘Google maps for the Roman Empire’ developed by Stanford University, is the best thing I’ve found on the internet in yonks.)
Travel has lost some of its transformational gloss in the intervening millennia. The advent of jumbo jets means that even places like Ulaanbaatar and Uluru are relatively easily accessible. And although the average economy class seat rivals a rolling-and-tipping Roman galleon for discomfort, the proliferation of smartphones, tablets and in-flight entertainment systems has left us with very little time for our own thoughts.
Wellness travel arose in direct response to this over-commodification of travel, and incentive travel programs were quick to pick up on this trend. While yoga retreats in Bali and detoxing in Dubrovnik might still hit the spot for some travellers, a growing segment of the population demands experiences that turn up the heat several notches. While it’s not everyone’s cup of kombucha, when done correctly, transformational travel’s ability to drive real and lasting change and personal growth leaves all other rewards in its wake.
But what exactly is transformational travel?
The Transformational Travel Council (TTC) describes transformational travel as “intentionally travelling to stretch, learn and grow into new ways of being and engaging with the world.” At the risk of generalising, the TTC has identified three key ingredients which often feature in the transformational travel recipe. Transformational travel is not possible if you don’t set out “with intention, openness, and mindfulness,” they note. It also tends to involve “engaging in challenging physical and / or cultural experiences,” and “taking time for personal reflection and meaning-making.”
Enough mumbo jumbo, how does it really work?
“Talk is cheap.” I hear you mumbling into your turmeric latte. “And the road to hell is paved with four-letter acronyms.” Without further ado here are a few examples of what transformational travel actually looks like in action:
The Camino de Santiago pilgrimage through France and Spain – which ticks the spiritual, cultural and physical boxes – is an obvious choice. But why do the obvious when you could send attendees on the St. Olav Ways? This thousand-year-old pilgrimage spanning nearly 2000km of the Norwegian hinterland combines “European tradition, Nordic history and Norwegian culture,” while also being “a very personal and physical experience.”
Or you might want your recipients to engage in ‘voluntourism’ which, as the name suggests, allows travellers to combine volunteering and tourism, in the process “supporting sustainable development while exploring a new country and culture.” With scores of programs ranging from living and working with nomads in Mongolia to shark conservation in Fiji and a human rights internship in Argentina there will definitely be something that resonates with your incentive travel program. As Gandhi himself said, “the best way to find yourself is to lose yourself in the service of others.”
And what are its limitations?
As the Skift survey demonstrates (and the ground rules of the TTC freely acknowledge), transformative travel is not for everyone. If 54% of folks are into the idea it goes without saying that 46% are not as enchanted by the concept. As always with incentive travel (any kind of incentive or reward, in fact), knowing your target market is absolutely essential. If your research suggests that your potential recipients are fundamentally opposed to travelling “with intention, openness, and mindfulness,” then don’t force the issue.
But if there’s even a flicker of interest you might want to incorporate some kind of transformative experience into your next itinerary. For example, NoshTrekker’s Singaporean family meal – where the hosts not only curate a menu, but tie each part of the menu to their family history and story – could slot into a trip that is otherwise more conventional. If the feedback on that experience is good, you can take things further next time.
Sceptics also note that true transformation takes months, years or even decades. While this is probably true, we can only work with what we’ve got. Most transformational travel experiences range from three to ten days (you don’t have to hike all 1900 kays of St Olav’s Way to get a kick out of it) and even voluntourism programs start at one week. This may not be enough time to totally change a person, but it can certainly inspire a person to look at life differently and embark on a journey of self-actualisation.
If targeted at the right individuals and done properly, a transformational travel experience has the power to outperform all of your other incentives and rewards. Taking people on a journey they’ll never forget simply cannot be underestimated. Speak to GET Rewards now about transforming your incentive travel program.
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