'These memories will outlast those of yet another poolside cocktail'
An agent with Once in a Lifetime Holidays shares how a recent fam trip to Costa Rica with adventure specialist Not in the Guidebooks has opened her eyes to the clients benefits of experience-led adventure travel
When discussing the subject of sustainable travel, we usually look at the positive environmental, social, and economic impact on the planet and destination in question. But in my experience, consumers are not yet actively asking for sustainable options, so how do we encourage them to look at these choices?
It was during a recent adventure in Costa Rica with B-Corp certified Not in the Guidebooks, that I found the answer, in fact, my perspective on sustainable travel has been completely redefined. But having reflected on the trip, I believe until attitudes shift further, it’s the benefits of such travel to the client which will help close a sale rather than the mere label of “sustainable choice”.
In Costa Rica, I unexpectedly witnessed benefits to the traveller and how the growing trend for off the beaten track, authentic, experience-led travel can be best delivered using sustainable practices. I discovered how sustainable adventures have a natural ability to provide genuine, immersive experiences bringing the traveller closer to the destination, its people, and culture. My Not in The Guidebooks experience could be described as backpacking in style, with a variety of independent boutique accommodations and local expertise to create an authentic journey of true exploration.
From sailing down river through mangroves to making wet landings in Corcovado National Park, even the transfers became adventures in themselves! One of the most biologically diverse countries on the planet became a playground, all thanks to the people we encountered along the way.
The lack of air conditioning or the occasional amphibian shower companion seemed insignificant compared to the privilege of accessing such unspoilt environments. Local guides, with their lifetimes of knowledge, kept us safe and ensured we didn’t miss a single wonder. From conjoined trees to the washed-up bones of an enormous humpback whale – these memories will outlast those of yet another poolside cocktail.
A front-row seat to nature
Sustainable practices intertwined with unforgettable moments really do create journeys that resonate on a deeper level. Visiting a local farm in Costa Rica was an unexpected highlight and provided an invaluable cultural exchange and insight into the complexities of the organic farming lifestyle. While these experiences support local economies, they also provide travellers with authentic interactions. They raise questions and offer an understanding of the destination no resort-based stay can match.
The shift in demand we’ve seen towards experience-led travel is not just a trend but, I feel, a revolution in how we’re choosing to see the world. Post-pandemic, travellers are no longer content with passive holidays. With a “carpe diem” mentality, they’re seeking transformative travel which reminds them they’re alive. As travel professionals, we can promote these adventures, not just as eco-friendly options, but as a gateway to access these transformative experiences.
Put the focus on consumer benefits. It’s a win-win situation, driving positive change in tourism while customers feel they’re getting the most from their trip. When clients understand how their holiday experience can be elevated by ethical, local, and community-based activities, they’re more likely to be persuaded.
It’s about painting a picture: walking across misty hanging bridges in Monteverde isn’t a “sustainable excursion”, it’s a front-row seat to nature. That canopy was teeming with life yet without our local guide, we would have missed almost everything.
A world of possibilities for all clients
Professional travel agents who embrace sustainable adventure travel will unlock a world of possibilities for a range of clients, from millennials seeking Instagram-worthy locations to baby boomers ticking off their bucket lists. By offering varied itineraries combining adventure, culture, relaxation, and sustainable practices, we’re not just selling holidays, we’re crafting comprehensive life-changing journeys,
As with anything, honest, informative advice is key to aligning expectations of sustainable adventure travel. Not everyone would appreciate carrying their own luggage through the mud, a glamping tent in the rain, or my shower shared with a frog, but for those seeking to embrace their adventurous side, this product is unparalleled. Not in The Guidebooks has nailed it.
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Louise Rush
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