Exploring Authenticity in Travel

It’s a balmy 85 degrees. I’m on a bamboo raft drifting down the Martha Brea River in Jamaica. A canopy of trees lets the sun peak through. It’s a perfect Caribbean day.

It got me thinking how important it is, especially within hospitality and tourism, to provide people with the one thing most of us want, at all levels: Authenticity.

I’m very fortunate to have grown up surrounded by natural, majestic settings, diverse communities and historic sights. I started Island Routes Caribbean Adventures out of a desire to share my backyard with the world; and more importantly, as a way of giving people experiences that feel as pure as my morning along the Martha Brea.

In travel and tourism, authenticity can mean many things. For my business, it lies within the realm of genuine hospitality and local experiences.

Genuine Hospitality

By nature, we are drawn to human interaction and in our travels, it’s the one thing we remember most. Aside from the sights we’ve visited, we often come back with vivid stories about the people.

We operate on 12 islands, each with distinct personalities and cultures. From island specialists to guides, it’s important that operations remain at a local level run by people born and bred in the Caribbean. They offer an unmatched enthusiasm and inherent pride towards the places they share with visitors.

This idea of genuine hospitality sees past a staged employee-customer role and feels more like a host inviting guests into their home. It encourages a sincere exchange of understanding.

Meaningful Experiences

Today’s traveler is seeking understanding. They want a way to explore different aspects of a destination (the culture, the food, the history, the environment) to become more aware and informed about their world.

Whether it’s a cycling adventure at River Bumpkin Farm or visiting underprivileged neighborhoods to read to school children, it is important to take the time to foster meaningful travel experiences including eco-centered adventures, philanthropic excursions, and cultural immersions.

According to the WYSE Travel Confederation, Millenials want educational travel comprised of study, language learning, work or volunteering in order to expand their knowledge. While travel plans look a bit different for Gen Xers and Baby Boomers–whose focus are more family-centered vacations–they still seek experiences that are enriched with culture. TravelChannel.com listed local experiences, adventure travel that gives back, and multi-generational aspirational trips as the top travel trends for 2015.

The shift is redefining our industry.

The Gist

For me, authenticity in this industry comes by staying true to the purpose of our venture: sharing relevant experiences that will leave a positive impact on both travelers and local communities. And each time I admire the beauty that surrounds me, shake hands with my neighbor, or bite into a piece of sweet sugarcane, I am reminded of why I’m in this business.