Over the past few years, I have noticed a real shift in the conversations I am having with clients. More and more, people are asking for trips that feel different, for holidays that go beyond sightseeing and sun loungers, and instead centre around experiences, learning and connection. This is experiential travel, and it is rapidly becoming one of the biggest trends in the travel world.

What is experiential travel?

Experiential travel is all about doing rather than just seeing. Instead of simply ticking destinations off a list, travellers want to:

Learn a new skill, from pasta making in Tuscany to surfing in Portugal

Connect with local people and cultures in an authentic way

Immerse themselves in nature, whether that is hiking, horse riding or cycling

Focus on personal growth, such as wellness retreats and mindfulness escapes

It might be a long weekend with friends, a solo adventure or a family trip. The common thread is that the holiday is built around meaningful experiences that stay with you long after you are home.

Why is experiential travel becoming so popular?

There are several reasons this trend is growing, and together they paint a really interesting picture of how our priorities are changing.

1. We value memories over “stuff”

Many people are choosing to invest in memories rather than material things. A beautiful handbag is lovely, but the story about the time you cooked with a Tuscan nonna or cycled through vineyards at sunset will be told and retold for years.Experiential travel gives you those “remember when we…” moments that bring people together long after the trip has ended.

2. The pandemic changed how we see travel

Time at home during the pandemic made many of us reassess what really matters. When travel opened up again, people were less interested in generic, one‑size‑fits‑all packages and more interested in making up for lost time with “bucket list” experiences. Slowing down and really getting under the skin of a place and making each trip count, rather than travelling more frequently but superficially. Experiential holidays answer that desire perfectly.

3. A growing focus on wellbeing

Wellbeing now sits at the heart of many travel decisions. Clients are increasingly asking for trips that help them switch off from busy, tech‑filled lives and reconnect with nature and themselves. They want to return home feeling better mentally and physically, not just tanned. Yoga and wellness retreats, digital detox escapes, spa and nature‑based holidays are all part of this experiential movement, designed to nourish rather than just entertain.

4. Social media is inspiring us to try new things

Social media has made the world feel smaller and more accessible. Instead of simply seeing a landmark, we are now exposed to local cooking classes in hidden courtyards and sunset paddleboarding in quiet coves. Behind‑the‑scenes vineyard tours and tastings and pottery, jewellery or photography workshops in beautiful studios.Seeing others enjoy these experiences makes us curious and more confident about trying them ourselves. It is no longer about “I went to Tuscany”, but “I spent the afternoon making pici pasta with a local chef, then sat down to eat it with a glass of Chianti we had just learned about.”

5. A desire for more authentic, local connection

Experiential travel is a brilliant way to move beyond the usual tourist trail. Many travellers now want to support local businesses, artisans and guides and understand the culture, traditions and stories behind a place and to feel like a temporary local, not just a visitor passing through. Staying in characterful properties, joining small group experiences, and spending time with local experts all create a deeper sense of place.

What does experiential travel actually look like?

Experiential holidays can be as gentle or as adventurous as you like. Some ideas my clients love include:

Culinary journeys: Market tours and cookery classes, vineyard and winery visits, truffle hunting, street food safaris, pairing dinners and hands‑on baking or pasta‑making.

Art, crafts & creativity: Painting or photography holidays, jewellery making, ceramics, textile workshops, or combining a city break with a one‑to‑one creative course.

Active & adventure escapes: Horse riding in the countryside, surfing breaks, cycling adventures, coastal hikes, stand‑up paddleboarding or gentle multi‑day walking trips.

Wellness & reset retreats: Yoga and meditation retreats, spa breaks, forest bathing, breathwork and holistic wellness programmes in beautiful, tranquil surroundings.

Celebrations with a twist: Alternative hen and stag parties, milestone birthdays or anniversaries built around shared experiences rather than nights you barely remember.

Experiential travel is not about being “extreme” or super‑adventurous, unless you want it to be. It is about tailoring the experience to your interests, your comfort level and your idea of a perfect day.

Who is experiential travel for?

In short: almost everyone.

Couples who want to create memories together rather than repeat the same beach week every year.

Groups of friends looking for a more meaningful way to spend time together, from wine tasting weekends to creative retreats.

Families who want their children to learn, explore and get hands‑on with the world rather than sit by a pool for two weeks.

Solo travellers who enjoy joining small group activities to meet like‑minded people while still having time to themselves.

The key is that each trip is tailored around you: your passions, energy levels, budget and travel style.

Why work with a Travel Counsellor for this kind of trip?

Experiential travel is rarely “off the shelf”. It often involves weaving together specialised local partners and guides.Timings, logistics and transfers that work smoothly with the right balance of activity and downtime. Accommodation that complements the experience, whether a rustic farmhouse, chic boutique hotel, spa resort or city apartment. This is where having a dedicated Travel Counsellor makes all the difference. I invest in ongoing training with expert partners who specialise in immersive experiences, from Tuscan cookery and wine holidays to yoga retreats, cycling tours, creative workshops and more.

I listen carefully to what you want from your trip, even if you are not sure where to start and match you with trusted specialists who are excellent at what they do and tailor the experience around your dates, interests, pace and budget. I take care of the planning details, so you can simply arrive and enjoy.

Are you ready to turn your next holiday into an experience?

If you are feeling that “just a week away” is not quite enough anymore, experiential travel might be exactly what you are looking for. Whether you are dreaming of cooking and wine tasting in Tuscany, a creative escape, an active adventure or a restorative wellness retreat, I can help you turn those ideas into a beautifully planned, stress‑free reality.

Get in touch and let us start designing a trip that feels truly you,  a holiday filled with experiences you will be talking about for years to come.