How Businesses Can Adapt to the Rise of Experiential Travel

Over the past few years, there’s been a noticeable shift in how people travel. Travellers are no longer just looking for a place to stay or sights to see, they want meaningful, immersive experiences that connect them to the places they visit. This movement, known as experiential travel, is reshaping the tourism and hospitality industries.

So what exactly is experiential travel and how can your business adapt to meet this growing demand?

Experiential Travel Explained

Experiential travel goes beyond traditional travel itinerary, it focuses on:

• Authentic local experiences

• Activities to get involved in

• Immersion in the local culture

• Personal connection to a place or community

Whether it’s discovering historic stories in a countryside Suffolk pub, learning where the produce is sourced in a busy Norfolk farm shop, or joining a guided walking tour through the heart of a local town like St Ives or Southwold, experiential travel taps into people’s desire to do more than just observe – it lets them participate.

Why does it matter?

Today’s travellers, especially younger audiences, are placing more value on experiences over material things. They want stories to share with their friends, either through word of mouth or across their social channels, as a way of showcasing their adventures. This not only creates something for them to remember and share, but it also produces user generated content that can boost your brand visibility and drive referrals. Plus, experiential travel often brings direct benefits to the wider local community, strengthening your business’s connection to the East of England and contributing to the economy.

How Your Business Can Embrace Experiential Travel

1.        Create Unique Packages

Create themed experiences or bundles that incorporate local activities, for example a guided walk followed by a seasonal lunch in an Essex café, or a ‘brew and stay’ package featuring a tasting of local Norfolk beers with an overnight stay.

2.        Collaboration is Key

Look for ways to collaborate with East of England businesses, such as farm shops, artisan producers, or independent guides, to create memorable itineraries or on-site workshops that highlight the best your area has to offer.  

3.        Tell Your Story

Use your digital platforms and in-person interactions to share the history, heritage and character of your location. Share behind-the-scenes stories, introduce your team, and highlight local traditions and events that guests can connect with.

4.        Promote User Generated Content

Encourage guests to document their experiences and share them online. A memorable activity is more likely to get posted, tagged, and talked about – giving you valuable exposure and credibility.

Experiential travel isn’t just the latest trend, it’s a shift in what people are looking for from their getaways. Guests want to feel something when they travel – a sense of place, a connection to people, and a story to bring home.

By leaning into this movement, your East of England based business has the opportunity to stand out, deepen guest loyalty, and place a meaningful role in hope people experience your local area.

Want to brainstorm marketing ideas for your East of England based hospitality or tourism business? Let’s chat.