The Rise of Experiential Travel and its Impact on Hospitality

In recent years, the travel and tourism industry has witnessed a significant shift from traditional sightseeing to a more immersive, personalised approach known as experiential travel.

This trend emphasises authentic, meaningful experiences that allow travellers to connect deeply with local cultures, communities and environments. As a result, the hospitality sector has had to evolve rapidly, adapting its offerings and business models to meet the expectations of this new wave of travellers.

Experiential travel goes beyond passive observation; it is about engagement, participation, and emotional connection. Instead of simply visiting landmarks, experiential travellers seek activities such as cooking local cuisine, learning indigenous crafts, volunteering in community projects or exploring hidden gems off the beaten path. This form of travel is often driven by a desire for personal growth, cultural understanding and sustainability.

But what has contributed to this rise in experiential travel?

Says Rene Hill, MD of the IIE School of Hospitality & Service Management (IIEHSM): “The increasing influence of social media has created a demand for unique, shareable experiences. At the same time, millennials and Gen Z travellers, who prioritise values like authenticity, sustainability and social impact, have become the dominant consumer group in the travel market.”

In addition, the COVID-19 pandemic played a pivotal role in accelerating this trend by prompting travellers to seek out deeper, more meaningful connections in their journeys after a period of isolation.

So what has been the impact of experiential travel on the hospitality industry?

According to Hill, “traditional hotels and resorts are now being challenged by boutique accommodations, eco-lodges, and the likes of Airbnb, which often provide more localised and personalised experiences.”

In response, many hotels are rebranding and restructuring their services to offer curated local experiences, such as guided nature hikes, cooking classes with local chefs or cultural immersion programmes. Furthermore, hospitality providers are increasingly collaborating with local communities and artisans to co-create experiences that reflect the unique identity of the destination. This not only enriches the guest experience but also promotes sustainable tourism by supporting local economies and preserving cultural heritage.

Technology has also played a key role in enabling experiential travel. Digital platforms allow travellers to discover, book and share experiences in real-time. Hotels are integrating digital concierge services that recommend customised itineraries based on guests’ preferences, further enhancing personalisation.

But while the shift toward experiential travel presents exciting opportunities, it also brings challenges. There is a risk of over-commercialisation, where once-authentic experiences are commodified, losing their original value and cultural integrity. Additionally, managing the environmental and social impact of increased tourist interaction with local communities requires careful planning and ethical consideration.

Says Hill: “To address these concerns, the hospitality industry must embrace responsible tourism practices such as training staff in cultural sensitivity, limiting tourist numbers in fragile environments and ensuring that economic benefits are equitably distributed among local stakeholders.”

The rise of experiential travel marks a paradigm shift in how people perceive and engage with the world. It reflects a deeper yearning for authenticity, connection, and purpose. For the hospitality industry, this trend presents both a challenge and an opportunity – to innovate, to become more sustainable, and to place human experience at the centre of service delivery. Those who successfully adapt will not only thrive in a competitive marketplace but also contribute to a more thoughtful and inclusive global tourism landscape.

IIEHSM currently offers eight different courses including the IIEHSM Bachelor of Service Management; the IIEHSM Advanced Certificate in Hospitality Management; the IIEHSM Bachelor of Hospitality Management; the IIEHSM Higher Certificate in Hospitality Management; the IIEHSM Higher Certificate in Service Management; the IIEHSM Advanced Diploma in Hospitality Leadership; the IIEHSM Higher Certificate in Event Management; the IIEHSM Higher Certificate in Travel.

For more information, visit the IIEHSM website or email info@iiehsm.com

For more industry related news, click here.