Beyond the Destination: The Future of Purposeful Travel and Its Curators

by Kerry Medina
Last updated: 12:35 PM ET, Wed April 22, 2026

The traveling public has placed a growing importance on deliberately choosing experiences that foster personal growth, environmental stewardship and social responsibility.

According to Mastercard Economic Institute’s Travel Trends 2025: Purposeful-Driven Journeys, the macroeconomic environment strongly influences tourists' travel decisions, but non-economic factors are also important considerations, and today's consumers are clearly prioritizing purposeful travel. In fact, research published in March by the Adventure Travel Trade Association (ATTA) found that 78% of travelers now prioritize meaningful experiences over luxury amenities.

These insights seem to have inspired ATTA to frame adventure travel as no longer just ‘extreme’ activities. It’s also about immersive, meaningful experiences in which travelers are seeking connections with nature, culture and local communities.

As purpose-driven travel continues to shape how and why people explore the world, travel advisors are becoming more essential — guiding clients through increasingly complex decisions with a level of insight, trust and personalization that digital channels alone cannot deliver.

Travelers' preference for experience over consumer goods is reflected in the sector’s rise within the travel industry. The Outlook for Travel Experiences 2019 to 2029, a Phocuswright (a Northstar Travel Group brand) study released in February, put the gross booking value (GBV) of travel experiences at US$271 billion in 2025, with projections to surpass US$340 billion by 2029. Even travel advisors are reaping the benefits. A survey of advisors affiliated with Travelsavers and Nest found that transformative travel will be a 2026 travel trend. Already, there is a global influx of travel agencies like Purposeful Travel in the U.S., Responsible Travel in the U.K., and Travel with a Cause in Australia that have built businesses on trips curated entirely around purpose and intention.

Develop a Trust Network

“It’s easy for anyone to book eco-friendly accommodation, but understanding if that claim holds up requires experience and relationships,” said Hanna Peltonen, an independent travel advisor with Fora Travel. Recommending experiences that appeal to travelers' personal interests and goals is an opportunity for advisors to flex their expertise and further build trust with their clients. "Information is everywhere today, but knowing what to trust and who to trust is another skillset.”

Rebecca Gade-Sawicki, founder of vegan travel agency Veggies Abroad, agreed. “First evaluate suppliers and review if they align with your business values and what you’re looking to promote,” she said.

Not all companies disclose their sustainability or social impact results. Experiences can be greenwashed. Gade-Sawicki recommended scheduling a video call with potential suppliers to discuss their conservation and community contributions. "It's a foundation for your business to build relationships with partners who are transparent about their practices and actively contribute positively to their communities," she added.

Peltonen noted that clients are increasingly asking for specifics about suppliers' sustainability claims, and she expects this trend to continue. "Clients want to know about the environmental, social and economic impact to decide how ethical the business is," she said.

Gade-Sawicki advised building relationships with organizations that support allied initiatives, such as conservation and environmental causes. She noted, "Since these organizations dedicate all of their work to these causes, they can also help shed some light on who is doing a better job." Veggies Abroad highlights its vegan travel mission by partnering with World Animal Protection.

Consider the Client

But building an extensive network of like-minded suppliers and partners is just one part of the equation. Consider the client. Travel Advisor Tara Bryan of Odyssey Travel explained that younger generations are more aware of sustainability issues. However, more established clients are usually open to advice on making trips more impactful. “It’s equally important to guide mature travelers who may not yet have sustainability on their radar,” Bryan explained. “Helping them understand the impact of their choices — and showing them how meaningful and enriching sustainable travel can be — is one of the most rewarding parts of what I do.”

Bryan takes the same approach. “By helping travelers understand the impact of their decisions and showing them sustainable options they may not have considered, we empower them to explore the world in a way that’s both meaningful and responsible,” she said.

"Meaningful" doesn't always depend on the length of a trip, but on the intentionality of clients who are willing to go deeper into a destination with the time they have, whether it's a short break or a longer stay.

When planning slow travel, Peltonen’s luxury clients expect a multi-week journey. She added that “even if they only have two weeks, they still want to be very intentional with their time.”

Gade-Sawicki observed that, in her bookings, rather than spending three days in one destination and then moving on to the next, her clients are asking to spend longer periods in a single location. "I've had multiple clients choose a single location and really explore it, which allows them to go beyond the surface," she said.

Tech and Impact Travel

Younger generations aren’t just more conscious of sustainable travel; they are actively pursuing purposeful travel. American Express President Audrey Hendley said in the company's 2025 Global Travel Trends Report that “travelers, especially Millennials and Gen Z, are motivated to book thoughtful, meaningful trips…”

But these two generations are also leaning into new technology during the trip planning and booking processes. Specifically, in a study of more than 8,000 global respondents with household incomes of US$50,000 or more, 40% of Millennials and Gen Z are turning to Generative Artificial Intelligence (GenAI) for activity recommendations, while 33% are using it for personalized trip recommendations. Yet, the Phocuswright research found that Online Travel Agencies (OTAs) lag in market share for experience bookings, accounting for just 8% of gross bookings. That is attributed to both slim profit margins on these bookings and the fact that many activity-based tour companies lack modern booking systems, further limiting their online visibility.

Phocuswright’s research also looked at the future impact of AI, which it called an unknown variable. If Agentic AI, which surfaces more content to users, is widely adopted by travelers, it could lead to more online bookings. This is dependent on existing content across channels such as social media, user-generated reviews, press coverage and access to reservation systems.

But given that there are currently many activity providers with a small digital footprint, Agentic AI will struggle to gain a foothold in this sector. That bodes well for travel advisors who have trusted relationships with suppliers that can deliver on promises of sustainability, authenticity and connection.

Intrepid Travel Expands Purposeful Journeys Model to North America

While many travel companies navigated uncertainty in 2025, Intrepid accelerated growth, reporting bookings up 26% year over year to US$620 million and revenue climbing 29% to US$575 million. North America delivered double-digit gains, a direct result of targeted investment as the company’s 2030 strategy identifies the region as its largest and most important growth opportunity.

“We’re targeting US$350 million in bookings for North America by the end of the decade, driven by a combination of deeper trade partnerships, new product innovation and increased investment in on-the-ground operations," explained Leigh Barnes, Intrepid Travel's President of Americas and Board Chair of The Intrepid Foundation U.S.

As Intrepid accelerates expansion in North America, the company continues to scale its impact globally. In 2025, The Intrepid Foundation distributed US$2.4 million to communities worldwide, a 42% year-over-year increase. A new five-year Impact Strategy was also introduced, alongside an updated Climate Action Plan, with US$1.4 million annually committed to decarbonization initiatives.

“The Intrepid Foundation is not an add-on or a marketing initiative, it’s embedded into how we operate as a business,” said Barnes. “It gives our travelers and advisor partners a very tangible way to see how their bookings create real-world impact.”

Thanks to a recently secured 501(c)(3) status in the U.S., organizations like the National Parks Conservation Association (NPCA) now receive the foundation’s support. In Canada, The Intrepid Foundation’s local partner is Water First, which works alongside Indigenous communities on water education, training and long-term solutions. Additionally, The Intrepid Foundation is working with travel agencies to integrate global giving into their businesses through programs like Flight Centre Travel Group’s recently launched FCTG Gives, which taps into its network of grassroots nonprofits to power employee fundraising, volunteering and charitable giving at scale.

North American travelers can expect more Intrepid trips that reflect their travel style, from unforgettable adventures in the U.S. National Parks to premium and active experiences, and Short Breaks, which are perfectly designed for long weekends or those who want shorter but significant trips. New partnerships, like a recent collaboration with REI Co-op, make Intrepid trips bookable in more places, reaching more potential travelers, including the 25 million lifetime REI members.

In Canada, the company's fastest-growing market, Intrepid is scaling up its operations and local partnerships to strengthen community-led experiences. Already, a five-year, CA$500,000 partnership with the Indigenous Tourism Association of Canada (ITAC) has launched, with 75% of Canadian trips expected to include Indigenous experiences by year-end.

To ensure its strong North America growth projections, Intrepid is heavily investing in its travel advisor relationships. Barnes explained, “advisors are central to our growth because travelers increasingly want expert guidance to travel more thoughtfully in a complicated world.”

Intrepid’s diverse portfolio appeals to a broad spectrum of travelers, including younger adventurers, families and 55-plus explorers, giving advisors a strong starting point to craft more personalized journeys. Advisors can build on core itineraries by adding extra nights, unique experiences, or upgraded accommodation tiers. For clients seeking something entirely customized, Intrepid’s global network of destination management companies enables the creation of fully bespoke itineraries aligned to individual interests and travel goals.

A dedicated suite of tools underscores the company’s commitment to the travel curator community, including:

Receive exclusive information on FAM trips, invitations, Intrepid news and more by joining our agent email list
An Agent Hub, complete with training modules, images and news
A free travel advisor's Guide to Understanding Sustainable Travel
FAM trips throughout the year
A 50% discount for agents independently joining an Intrepid program and a 20% companion discount
Competitive agent incentives
A monthly "Intrepid Icon" prize giveaway
A dedicated team of Key Partnership Managers (KPMs)
24/7 booking support

“Supporting our advisor community with the right tools, experiences and incentives is a big focus for us,” said Laura Hernandez, Intrepid Travel’s head of partnerships.

For more information on Intrepid Travel, click here.

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