The Rise of ‘Excellent Travel’: How Intentional Tourism is Reshaping Asia Pacific
The travel landscape is undergoing a significant shift. No longer content with simply ticking off destinations, travelers are increasingly seeking experiences that are meaningful, sustainable, and contribute positively to the places they visit. Marriott International’s expanded ‘Good Travel with Marriott Bonvoy™’ program across Asia Pacific – excluding China – exemplifies this trend, offering nearly 100 curated experiences across almost 80 properties.
Beyond Sustainability: The Two Pillars of Intentional Travel
This isn’t just about eco-tourism. Marriott’s program centers around two core pillars: Community and Environment. This dual focus acknowledges that responsible travel encompasses more than just minimizing environmental impact; it also involves actively supporting local communities and preserving cultural heritage. Experiences range from coral restoration projects in the Maldives to learning traditional Warli art with local artisans in India.
Hands-On Experiences: A Deeper Connection to Place
The emphasis on hands-on activities is key. Guests aren’t simply observing; they’re participating. In Japan, W Osaka offers explorations of Osaka’s culinary identity, including sustainable cooking practices. JW Marriott Jeju in South Korea introduces guests to the culture of the Haenyeo female divers, with guided meditation and cooking classes. This immersive approach fosters a deeper connection to the destination and its people.
Local Empowerment and Economic Benefits
Many of these experiences are designed to directly benefit local communities. The coral restoration project in the Maldives, for example, provides employment for residents of Fulhadhoo, a local island, who craft the coral frames. Similarly, the Warli art experience in India empowers local artisans by providing a platform to showcase their skills and generate income. This demonstrates a commitment to ensuring that tourism dollars stay within the local economy.
Culinary Tourism as a Force for Good
Food is emerging as a powerful vehicle for intentional travel. Several experiences within the Marriott program highlight this, such as learning to make zero-waste mixed fruit jam at JW Marriott Singapore South Beach and discovering traditional rice culture at Sheraton Grande Sukhumvit in Bangkok. These experiences not only offer a taste of local cuisine but also promote sustainable practices and mindful consumption.
The Growing Demand for Meaningful Travel
This trend aligns with a broader shift in consumer behavior. Travelers are increasingly prioritizing experiences over material possessions and seeking opportunities to make a positive impact on the world. John Toomey, Chief Commercial Officer, Marriott International, APEC, noted that today’s travelers “want to travel with intention” and “go deeper” to understand the destinations they visit.
Examples Across the Region: From Thailand to Vietnam
The diversity of experiences offered within the program is striking. Guests can participate in nipa palm planting and buffalo bathing in Thailand, create soaps for smiles in Vietnam (with proceeds benefiting Operation Smile), or grow mushrooms from scratch in Malaysia. These unique offerings cater to a wide range of interests and demonstrate the potential for integrating sustainability and community engagement into various aspects of the travel experience.
Looking Ahead: Future Trends in Intentional Tourism
Hyper-Localization and Micro-Experiences
Expect to see a further emphasis on hyper-localization, with travelers seeking out even more niche and authentic experiences. This could involve staying in locally-owned guesthouses, participating in modest-scale workshops, or volunteering with local organizations. Micro-experiences – short, immersive activities that offer a glimpse into local life – will also grow increasingly popular.
Technology’s Role in Responsible Travel
Technology will play a crucial role in facilitating intentional travel. Apps and platforms that connect travelers with local communities, provide information on sustainable tourism options, and track the environmental impact of travel will become more prevalent. Expect to see increased use of data analytics to optimize tourism flows and minimize negative impacts.
Regenerative Tourism: Going Beyond Sustainability
The concept of regenerative tourism – which aims to actively restore and improve the destinations visited – is gaining traction. This goes beyond simply minimizing harm and focuses on creating positive change. Examples include supporting reforestation projects, investing in local infrastructure, and promoting cultural preservation.
The Rise of Impact Travel Companies
A growing number of travel companies are specializing in impact travel, offering curated experiences that prioritize sustainability and community engagement. These companies often work directly with local communities and ensure that a significant portion of the revenue generated benefits the destination.
Frequently Asked Questions
Q: What is ‘Good Travel with Marriott Bonvoy™’?
A: It’s a program by Marriott International offering curated experiences across Asia Pacific (excluding China) focused on community and environmental impact.
Q: How many experiences are currently available?
A: Almost 100 unique experiences are available across nearly 80 properties.
Q: Is this program limited to Marriott Bonvoy members?
A: Whereas Marriott Bonvoy members can earn points, the experiences are generally available to all hotel guests.
Q: Where can I find more information about the program?
A: Visit https://www.marriott.com/en-us/offers/packages/good-travel.
What are your thoughts on the future of travel? Share your ideas in the comments below!
