Preferred Travel Group
Operations Destination?
he 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
T
there’s more to it than that. It is the desire to make adventures, seek out far-flung places, discover new
The here and now
After years of being cooped up and restricted, travellers are now eager for new experiences as they holiday – and they won’t settle for the bog-standard itinerary. Mae Losasso hears how hotels are enhancing the guest experience as she speaks to Lindsey Ueberroth, CEO of Preferred Travel Group and Beyond Green.
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
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Hotel Management International /
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