Destination? The here and now

The German word ‘wanderlust’ first entered the English language in 1902. For a while, the term was in vogue, with usage spiking in the 1920s before dipping steadily from around 1930. By the late 1970s, the word had fallen largely out of fashion. But in recent years wanderlust has made a comeback. According to Google’s Ngram metric, usage of the word is currently at an all-time high. And if the recent uptick in experiential travel is anything to go by, so too is wanderlust itself.

Put simply, wanderlust is the desire to roam – but there’s more to it than that. It is the desire to make adventures, seek out far-flung places, discover new tastes, cultures and experiences. So evocative is the term that the sociologist HP Gray embedded it at the heart of his travel-motivation theory. Describing different modes of tourism, Gray proposes wanderlust is travel motivated by a desire to engage with different cultural experiences – its opposite ‘sunlust’ is travel driven by the pure thirst for relaxation.

It is a familiar dichotomy: luxury resort versus backpacking through the Himalayas. But in recent years – and especially since the Covid-19 pandemic – the line between wanderlust and sunlust has become less clearly defined. More and more tourists are looking for luxury offerings with immersive, experiential, and off-the-grid options.

“This new era for travel, even the most thoughtful on-property experiences are not enough in the luxury hospitality space,” says Lindsey Ueberroth, CEO of Preferred Travel Group. “Travellers today are opting for quality over quantity, travel that creates lifelong memories, and are making choices not only about how and where they travel, but also why and with whom they choose to travel. Our guests are seeking longer stays and more immersive travel experiences that allow them to escape daily routines and stresses exacerbated by the pandemic.”

Made up of seven brands, including the flagship Preferred Hotels & Resorts, Preferred Travel Group is the world’s largest independent hotel brand representing more than 650 one-of-a-kind hotels, resorts and residences. Online, one can search for hotels within the brand’s curated collections or by according to experience, where options range from art and culture to adventure, sustainable travel and pet-friendly hotel stays.

“The website is designed to inspire travellers seeking unique, memorable hotel experiences [that are] anchored in the local landscapes and communities,” Ueberroth explains. “People tend to spend most of their time on hotel websites during the dreaming stage of the booking process, and so to help tailor their searches, we have included filters for destinations, interests, property type, and level of luxury, which range from the internationally acclaimed properties in the ‘legend collection’ to the smartly appointed urban hotels in our ‘connect collection’.”

Bucket lists begone

Our growing sense of wanderlust can be attributed to a number of different cultural factors. For one thing, there is a post-pandemic desire to hop on a plane and experience a part of the world never seen before. “Restrictions to movement are now largely eliminated and, mentally, people have moved on and are ready to put their passports to use again,” Ueberroth notes. “What we used to refer to as ‘bucket list’ trips are no longer [popular]; it is all about doing it now.”

As a result, Ueberroth predicts, “travellers will take more risks and stretch beyond their comfort zones in 2023. We will see more solo travel and a willingness to really unplug to ‘reconnect’ with themselves, whether that is through spiritual, wellness or adventure travel.”

But there is another key factor in the drive toward experiential tourism: a growing awareness of sustainable travel. “Post-pandemic, travellers are more aware of the need to protect our natural landscapes and resources, in addition to honouring local traditions and contributing thoughtfully to the communities they visit,” Ueberroth continues. “Spending so much time in our own backyards meant that we had an opportunity to really explore and experience what it was like to be a visitor in our own communities – and means this will continue to be a priority for many.” Which is why in April 2021, Preferred Travel Group launched the sustainable hotel brand, Beyond Green. “Working together with an accomplished group of hospitality leaders,” Ueberroth explains, “we established Beyond Green as a brand that represents sustainability leadership in action and impact, based on three core pillars: nature, culture and community.

“The launch of the brand demonstrates what is truly possible through sustainability innovation, leadership and inspiring guest experiences.” The hotels that make up Beyond Green appeal to a particular strain of wanderlust: not only eco-conscious travellers, but also those looking for an authentic sense of place and culture. “Travellers today are increasingly seeking destinations and experiences that embrace their cultural identity and share a local sense of place,” Ueberroth says, “and this extends to the hotels they choose. Sense of place can be reflected in a hotel’s architecture, décor, design, cuisine, landscaping and construction methods.”

Ueberroth offers the example of the Three Camel Lodge, one of the hotels in Beyond Green’s world-class portfolio, which “honours Mongolia’s nomadic cultural heritage through traditional architecture, including a roof that was constructed without nails in accordance with ancient Buddhist practices”.

“Beyond Green travellers are drawn to properties that highlight the vibrancy and traditions of a destination,” Ueberroth explains, “because at their best, hotels can be portals into other worlds, allowing guests to explore more deeply and understand other cultures and ways of life.”

Sense and sustainability

As well as offering beautiful and meaningful guest experiences, Beyond Green’s members are also “collectively protecting more than six million acres of restored habitat on land and sea. They are directly involved with saving some of the most endangered species on the planet and they are working closely with local communities as partners to support sustainable community development,” says Ueberroth.

“All of that is combined with inspiring and innovative guest experiences. When someone travels with Beyond Green, they become part of sustainability in action, helping to usher in a new vision for tourism, directly connected to making the world a better place.”

While there may be a question mark over the sustainability of long-distance travel, there is no doubt that the tourism industry is responding to the climate emergency by embedding sustainable development into its business strategies. Protecting flora, fauna and culture is a vital step on the path towards a greener and brighter future – and encouraging guests to fall in love with natural and local beauty, wherever they find it, really does go a long way. As Ueberroth notes: “experiential travel can challenge perspectives and help us to better understand different cultures and communities, have a greater respect for nature and our planet, and create deeper connections with people, and, most importantly, ourselves”.

So, what does the future hold for the tourism industry? Is wanderlust a trend that is here to stay? Ueberroth seems convinced: “Travel fulfils a human need to connect and will only become more important. I think a focus on sustainable travel will be prevalent and woven into the experience culture more and more.”

Fashion for certain words may fluctuate but our very human desire to travel and discover new experiences is part of who we are. The pandemic woke us up to that and the climate emergency reminds us every day just how precious the planet is. Call it what you will, wanderlust is going nowhere in a hurry – and there is a whole world out there to discover.