If we’ve learned anything over the past few years, it’s this: the way we travel — and why we travel — has changed.
In my new role as Vice President of Sales at The Hotel Guide, I’ve had the opportunity to talk to travelers, business owners, and hospitality professionals around the world. And one thing is clear: people are still hungry for travel.
But they’re not looking to check boxes anymore. They’re looking for something deeper.
Then vs. Now: The Shift We Can’t Ignore
Not long ago, the typical vacation was centered on seeing the sights, snapping a few photos, and heading home feeling slightly more exhausted than when you left. Travel was often about escape, status, or simply ticking off a list of “must-see” places.
But today’s traveler is different.
They want experiences that feel meaningful. They crave authenticity, beauty, and connection — to the culture, to themselves, and even to the businesses they choose to support.
A modern traveler today can be a digital nomad, a solo explorer, a multi-generational family, or someone navigating a life transition. The one thing they all have in common, is they’re looking for more than a place to stay — they’re looking for places that stay with them.
We’re seeing a rise in slow travel, wellness retreats, heritage-based journeys, and destination stays that prioritize presence over pace. In a world that constantly demands speed, travel has become one of the few places people give themselves permission to slow down and fully experience life.
Why Travel Still Changes Everything
So, why is travel so important to so many people?
Travel reminds us who we are, and that’s always going to be a constant. It opens our eyes to the world, and to ourselves. It’s one of the most life-altering experiences you can have because it shifts your perspective without demanding you change everything about your life.
It’s subtle, profound, and unforgettable.
For me, some of my most powerful moments have happened not because they are far from home but because I was fully immersed in the place, regardless of the geography.
It was the conversations with locals, the feeling of accomplishment when successfully driving on winding roads in unfamiliar towns, and rising to the challenge of being in places where I didn’t speak the language but still managed to connect with others because I understood everything that mattered.
Those moments stay with you. And they shape you.
That’s why I believe travel, now more than ever, is not just important. It’s essential.
What This Means for Travel and Hospitality Businesses
Today’s traveler is intentional. They want to know what your brand stands for. They want to feel good about where they spend their money. And they’re more likely to return, and refer others, if they feel they’ve had an experience, not just a transaction.
That’s where The Hotel Guide comes in. We don’t just list businesses — we tell stories, and create community.
We connect travelers with properties, destinations, and experiences that align with what they’re truly seeking. And we help hospitality businesses stand out to an audience that’s already in the mindset to explore, book, and experience more.
Let’s Explore Together
If you’re a travel or hospitality business that wants to meet this new era of travelers, with messaging, visibility, and positioning that speaks their language, and invites them to experience what you provide better than anyone else, I’d love to connect.
As VP of Sales at The Hotel Guide, my role is to help businesses like yours get in front of the right audience, with the right message, at the right time.
👉 Book a complimentary strategy call with me to explore how we can work together: SCHEDULE HERE.
Here’s to a new era of travel — deeper, richer, and more powerful than ever.
– By Jane Garee, Vice President of Sales, The Hotel Guide
