Posted: 6/26/17 | June 26th, 2017
For about the last year or so, the term “experiential travel” has been batted around the industry like a ping-pong ball. The term has actually been around longer but it’s only recently that it’s become, like Hansel in Zoolander, “so hot right now.”
The idea behind “experiential travel” is that it’s a way to get travelers closer to the local culture and population. As Wikipedia says, “The goal is to more deeply understand a travel destination’s culture, people, and history by connecting with it, more than just by visiting it.”
In part, it sells the idea that you’re a “real traveler” and not a tourist. You take part in programs and activities that help you experience the place and people, get you off the beaten path, see more than the main sights and attractions.
The term is S T U P I D.
It’s pure marketing bullshit.
Everything about the way “experiential travel” is marketed bothers me. The term makes travel sound like a superficial activity: you fly in, do some “experiential” stuff, and fly out. It makes it seem like you can experience local culture like you do a gardening class.
“Look, honey! We’re doing it like the French do. Isn’t this cool?! Wait to the folks back home hear about this!”
I mean what is experiencing the world, a course you get off Groupon?!
Of course, travelers have always bought “experiences,” like bungee jumps, walking tours, dives, safaris, cooking classes, cultural exhibitions, etc.
We all want local experiences when we travel.
We want to live our inner Indiana Jones and Bill Bryson, have those funny stories of serendipity and chance encounters, and, as Rolf Potts says, to “walk until something interesting happens.”
I think people wanting to go deeper is A GREAT THING. I don’t think we should treat travel as a checklist and I love the growing interest people have in experiencing more (hence the popularity of the sharing economy, volunteering, and service-based trips).
BUT don’t be seduced by the fancy marketing of big brands and magazines trying to pitch you “experiences.”
The industry is realizing that people, especially millennials, want to have more than a list to check off — and want a slice of that pie by promising travelers an “authentic experience” — as long as they are willing to pay for it.
And this is what really bothers me.
It’s not the experiences they are selling — it’s the flashy marketing, empty promises, and high prices that come with the term. It is just a way to get consumers to pay more for packages and overpriced activities.
Heck, there was even a cruise line that would take you to places in the Caribbean to volunteer.
Do some good between the buffet and nightly show, right?
Just like the industry convinced people to pay more for “green travel” (which wasn’t), it is doing the same with everyday “experiences” so you can part with more of your money while getting a superficial feeling of accomplishment and adventure.
(The industry website Skift even did a report on how companies and tourism boards packing and selling experiential travel.)
You know what I call “experiential travel” and getting to know another place and its culture?
TRAVEL.
That’s it. No more words need to be added.
When you travel, you (ideally) do more than just see the major sites, capture photos for Instagram, or check off lists: you eat the local food, soak up the local culture, take public transportation, and talk to people.
If you want to get closer to a place and understand it, talk to the people who live in your destination. Pick up a book, read a newspaper to learn about current events (and definitely read the editorial section), stumble across an outdoor street party, learn the local language, visit street markets, or hitchhike.
I learned about life in Lyon last month — not on some highly packaged and pricey experience but through walking around, taking local transportation, being friendly, talking to residents, using the web to find meetups, trying lots of food, and learning some history. I watched people. I asked questions. I got lost.
I did the same thing travelers have been doing for centuries before someone put a name — and a price tag — to it.
I’ve been a huge advocate of the sharing economy. It’s an affordable way to have unique experiences, meet locals, and get to know a place and its people.
Meetup.com, EatWith, Couchsurfing, and Airbnb — they all exist to bring locals and travelers together and bypass the traditional travel gatekeepers.
I love them and am a frequent user of them. I ended up spending the day with my EatWith host in Lyon, who showed me his neighborhood and ended up taking me to an underground hip hop Jazz show.
If you want to experience a place, do what people have done for ages and just travel. Avoid the flashy terms, seductive marketing, and any trip using the term “experiential travel.” It’s simply a way to sell you something you could do on your own at a much higher price.
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Anna
I LOVE this post! I agree, the only word needed to experience another country is travel. As soon as this “experiential traveling” came into play, I feel like the whole point is to just get people to buy new tours that are “authentic” or “culture immersive”. Aren’t we already being immersed in authentic culture just by being there? Walking the streets and talking to the person in line next to you is culture immersion in my eyes. This post is wonderful.
Veronika
Hey Matt. I see what you mean. But like with anything, some people need more flashy terms to get excited about things. So I don’t think it’s that harmful. The best would of course be if everyone travelled independently and tried to immerse themselves into the local lifestyle. But many people are not capable of doing so.
A friend of mine (he’s one of the oldest bloggers, you might know him too), wherever he goes, just strikes effortless conversations with locals. He comments on their T-shirts (e.g. a girl wearing “Outfit of the day” – him asking: “So, is this the outfit of the day?”), takes photos of them and his giant grin just warms people’s hearts. They chat, they have fun, he’s totally connected to locals and it works great that way. But who’s able to talk to strangers like that? That’s very unique and it’s a personality trait one’s born with.
So anyway, terms come and go, but as long as the industry is promoting other ways to travel deeper other than just see the sights and leave, it’s all good. I think 🙂
Taste of France
Yes and no. It can be hard to meet the locals, especially if you don’t speak the language. I understand the urge to dig in deeper, and support that. I myself offer French cooking lessons, but unlike some people who do this, I am translator/dishwasher backing up the real French cook giving the lesson (why would anybody want to take French cooking lessons from, say, a Brit or an American or a German? yet those are out there).
At the same time, I saw a group of Americans walking down the street here and where did they go for lunch? Subway. There are amazing places to eat right and left and they picked Subway. So much for experience. Will they go home understanding French cuisine, or thinking they do?
It isn’t just Americans–there are Belgian enclaves, and German and Dutch ones around here in southern France. I think it’s worse in poorer countries, where tourists/travelers are unsure about customs and safety and stick to hotels/restaurants/shops that feel familiar. When I lived in Kenya, I never ran into tourists near my home, despite the jaw-dropping beauty of the countryside. There were no national parks or safaris or famous hotels there. Just real people and natural beauty. But I suspect many tourists there would claim that they really experienced Kenya, despite never setting foot in a Kenyan home or speaking to a Kenyan who wasn’t working for a tourist service provider.
Shandos
Totally agree about this, that it’s just s ploy to charge more money. It really irks me that the main page on Airbnb is selling Experiences, usually for more than a night’s accommodation. I’m there to find good value accommodation that’s usually self-catered. Not for Experiences!
Kat
I agree with you on this, but then again, we’re not all experienced travelers. Experiential travel may be a stepping stone to learning a new culture for someone less experienced. Public transportation may be unreliable or possibly unsafe for some travelers too.
I’m all for pushing beyond your comfort zone, but for the less experienced, going to the country alone might be a lot. Regardless, rather than judging another’s travel style (this is in general, not you in particular), be happy for them and their experiences. Because, at the end of the day, they’re getting out there and experiencing the world in some small way. That takes some bravery, stretches comfort zones, and deepens understanding.
Again, for the most part agree, and love your articles!
NomadicMatt
I totally think anything that gets people out there is great and I agree that tours have their place. I’m just saying this term doesn’t do what it claims to do – it’s all about style over substance – and that there are better ways to connect with locals (even on tours).
Lauren Barratt
I agree you are right- it is just for people looking to make money! For those who are already travelling we laugh and then get frustrated because we realise this. But for those who are more nervous about travelling it is a way for them to see the world differently. I think it opens up this type of travel for me people and hopefully one trip will then give them the confidence to try bigger and more adventurous things!
Ben
I totally agree with you, Matt. I think my biggest irony with the selling of these “authentic” experiences is that as soon as you start mass producing and mass marketing these experiences they become exactly the opposite of what is promised: an inauthentic experience.
It’s not really that hard to find your own “authentic” experiences. As you said, ride public transportation, go eat in a small tavern off the tourist trail, chat with locals. Most people in the world, by my experience, are actually friendly and nice. If a traveler struck up a conversation with me and my friends at a bar I’m sure we might think it’s a tad weird at first, but we’d certainly be friendly and could lead to fun night. I sat next to a Brit at a play about six months ago and had a nice conversation at intermission. Afterwards we grabbed drinks and I showed him around NYC by night. It was a great evening for both parties (I think!). Organic experiences are always preferable to the alternative.
Pietro Benevenga
I was not aware that this term became so popular, Brazil it’s kinda like a bubble, everything come late in here, but I totally agree, pure marketing, and something to be a “show off” actually it is just going to show off how lame you are but there is public to it, otherwise it was not be so popular…
Donna Wanderlust
There are some exceptions to this. I organise tours around the world to visit hill tribes and learn traditional textile skills from them. I curated these tours because I want support and train the women to help them make a sustainable income from the preservation of their traditional crafts, I contribute 50% of the profits from each tour back into the communities i work with. I launched these tours because I traveled solo for years trying to do this by myself and realized that this was not a responsibly or ethical way to engage with people from remote communities. I agree mostly with what you say, I cant think of any other exceptions to this apart from remote ethnic communities.
Kelly
Amen!! I think people’s hearts are often in the right place but maybe their brains are a little farther behind. 🙂 How can taking a tour that dozens (or hundreds) of other people are taking mean you experience a culture more “deeply” or authentically, you know?
The sad truth is that as a tourist, you often *cannot* experience another culture “authentically”. You just can’t! Because you aren’t a local. Yet people yearn to.
So with that in mind, how does a traveler define “authentic”, anyway? I’ve given up on chasing the truly “authentic” experience, and I just try to be as open minded and culturally sensitive as I can, hoping that with every passing year I can be a little bit wiser….
Ryan Biddulph
Hi Matt,
I have done this for the past 6 years. Here’s how:
I land in say, Bali, then live there for 6 months. During that 6 month period, I open up to locals, learn a little Bahasa, and make sure to stay in villages. I communicate through hand signals if my Bahasa is lacking. Me and my wife have been invited to Balinese weddings and personalized tours of rice fields BY people who actually work in the rice fields. Cannot get that through a tour agency, or even Ext travel agencies; you do this by living somewhere for weeks or months, being kind to locals, asking locals about their culture, and then, these folks become your friends and invite you to do stuff, and there is organic experiential travel, gratis.
We spent 1 month in a spot, minimum. But even if you stay somewhere for a week, get off the path, speak to locals, use Google translate or befriend an English speaker and goodness, befriending folks and being generous opens you up to any experience you dream of.
Thanks much Matt, love this message 🙂
Ryan
Bridget
I agree with you that the concept can be over-commercialized; however, in its purest and most benevolent form, I tend to see it as simply another “introvert tax” fir those of us without the social skills to naturally create those “authentic” cultural interactions for ourselves.
Brittany Mailhot
I couldn’t agree with this post more! I ESPECIALLY recommend Couchsurfing and taking public transportation to get to know the local culture. Couchsurfing also offers local events (that are usually FREE) and offer a much more authentic experience than the pricey travel packages.
Siggi Einarson
Definitely see what you mean here. I am all for traveling to experience a country without comparison to your own and without expecting anything from the country. It is your chance to see how others see the world and live their lives and should be valued as such. Marketing programs like these don’t serve the good sides of travel. It puts more money in people’s pockets that know what words to say and fads to go off on.
Everyone wants to be “unique” and tell all their friends when they get home. But you need to be AUTHENTIC and HONEST!
Pilot Mark
Good point Matt – travel in itself is an experience and shouldn’t be a way of making money out of people or taking advantage of small or vulnerable communities. The best way we can experience a place is by doing exactly what you said – talking to people, taking local transport, asking questions, and helping wherever we can. Food for thought.
Allison @ Head Elsewhere
I so agree with all your points! I remember feeling so grossed out by all the flashy marketing for favela tours in Brazil. Maybe the do actually benefit the local community, but paying to gawk at impoverished communities seems both exploitative and demeaning .
I’m sure it’s a memorable experience and I can understand the appeal, but it just seems so wrong! If I really wanted to experience a favela, there are Airbnb options with locals that you know will actually benefit those living there and let you get to know them as well. I wish more people would adopt your point of view!
Burcu Basar
I agree with this post. It is just another way to boost the artificial discussion on traveler v. tourist and to get people buy things. It is sad that many travelers give way to this discussion by belittling people who actually spend time to see touristic places during their travels – those places are famous for a reason.
Taylor
You gotta give people credit, they know how to market. Having never heard the term experimental travel before I was instantly interested but as you said it’s really just travel. Too bad that so many people don’t realize that it is just travel and think it’s something fancier. Have marketing people become smarter or have people gotten to the point where they just wait for the next fancy term to come out so they can go along with it? Unfortauntely I think it’s the second.
david white
I have to be honest and say I had not heard the phrase ( just forgot it again and have to go back to check spelling ) experiential travel before and until I read your article I wouldn’t have even guessed what it was. I do see some evidence of clever marketers who are trying to squeeze a few more £s out of ( let me organize everything for you )travel.
Anyhow, an interesting read and I learned something too !
Lenny
While there are tours worth taking, I wholeheartedly agree that the best kind of ‘experiential’ travel involves the experiences you find on your own. Thanks for the reminder!
Jcard
I agree 100%, the best way to travel for me, is to get to a new location and start walking/exploring. I will hit the major things, but my most memoriable moments are the things I just bumped into.
Isabel
Totally agree Matt. Also I think that a lot of people buy Lonely Planet because is not so touristic, is alternative… bla bla bla, but they don’t think about they buy it, like millions of people. So places that guides recommend, are visited for all this tourist.
As you say, travel, just travel and live the experience.
Jane
“Experiential” doesn’t bother as much as “authentic” which drives me completely insane. As though the person who works in your hotel is as authentically local as the person who works cleaning the streets. Some of the most authentic experiences I’ve had travelling were in touristy places where I had conversations with touts, tuk tuk drivers, or just people running their tourist business. As you said, Matt, experiences can happen the moment you leave your front door and authenticity can be found anywhere – it just depends on you to open your eyes.
Renuka
That’s so rightly said, Jane!
Renuka
Yes, TRAVEL doesn’t need any more additions to it. I believe everyone is different and so are their travel styles. Nobody should be judged for who they are and how they choose to travel. If someone wants to visit museums, gardens, shop all day…that’s fine. If someone wants to nosh through the best cafes, restaurants and bars…perfect. I like wandering and taking photos…and I don’t want to be judged for that.
Rituraj
Bang on ! Yes the companies are using more flashy terms these days to market their services but often this is what a tourist wants. I am a blogger myself who also happens to run a small tour company & trust me this is the first thing somebody booking on my site wants to know that how different my tour is from rest of the big companies. In my own experience, the customer prefers me over others based on how authentic & local my tours are.
Izy Berry
Never thought about it being “that” negative, it gets other people to travel and somehow help with tourism and boosting local economy… but I understand what you mean by not associating travel with ticking things off a checklist
David Woutersen
I completely agree that these terms are just another way to make money.
Tours are great, I love tours, I dont have to plan for tours & I can just consume, but experiential travel just feels like you’re paying for someone to be your friend, if you know what I mean. Instead of actually going to places and finding out for yourself, or meeting people yourself.
It may not be on topic, but it reminds me of when people go to a Chinese Restaurant in western countries and order crumbed chicken with chips. I can understand why it’s there, for the kids that generally are fussy when they’re still young and dont want to experience another food culture, but why would a whole table of adults order that? Why not just go to McDonalds then?
Kate
Looks like this is a repost so sorry to be late to the game. I feel like the idea is good, interested in your thoughts on organizations like Backstreet Academy or sites that connect you with local private guides. I feel like to really get “local” I’d need to spend a few weeks in the place. With US vacation time, I try to put my money in the right places and get a more personal experience but sometimes struggle with the best place to find that.
Yvette Hill
Tourist is a tourist… you can tour on your couch watching documentaries or reading books. The next scene or page is predetermined, scheduled, predictable and mostly safe. Traveler is a traveler not sure what comes next but curious…oh so curious!
Desiree
I agree with your points here. I’ve even argued with people who have gone on guided tours and claim to be “well-traveled.” However, It’s a bit travel snobby to expect everyone to be able to experience a place the way long term travelers do. Not everyone has months at a time to travel and really experience a place or culture. Most people don’t have the time to learn how the public transportation works or wander around until they stumble across some local event. Vacation days are precious, especially to an American. When I was working a real job in the US, I took 2 weeks off to go to Turkey. I had to get special permission to take off that many days in a row. It was also the only time I have ever taken a group tour anywhere. I’m in China now teaching ESL and I’m living like a local, but when I go to other areas of the country, I sometimes use an app called Viator to book tours. So far, these tours seem to support local businesses and employ local guides, so it’s a good thing.
Chris
He’s not expecting everyone to travel long-term, simply pointing out that it opens doors short travel doesn’t. Yes, not everyone can travel long-term, but then again pretty much every major country out there gets plenty of vacation time. It’s just you Americans who have to fight for scraps. So instead of blaming Matt for his “snobby” post why don’t you focus that energy on fighting for your own rights so you Americans can join the rest of the 21st century with more than just 2 weeks vacation.
NomadicMatt
I’m not saying don’t take short tours or try to find local experiences. Just beware of the marketing behind them all. Make sure it’s really a local experience. Not one created just for you!
Ipsa
Hi,
I disagree with this article.. how would you recommend 50+ years old people to travel to India via all the mediums you mentioned above. Every traveler’s need is different and the way the experience the place is different. Experiential travel is a term to deliver just that.
Travel is going to Agra and seeing the Taj Mahal, Experiential Travel is to may be renew your vows next to the monument. These experiences cost money + the visitation of the monument. Hence, the rise in the total cost. The packages sold have complete transparency if you are going through a good tour operator.
This is your opinion and I respect it but there is more to experiential travel than just talking to the locals and and immersing in the local culture. Not everyone travels the same way.