Have We Reached Peak Instagram Travel?

HUR TABLE GUESTS

May 23

Have We Reached Peak Instagram Travel?

with Carmen Maria Atiyah de Baets, Sofie Thompson and Claudia del Olmo Russo

By HURS Team

Is there anything left to discover? In a world where we’re able to broadcast everything we see, do and eat, nothing quite hits the spot like a picture of that hype-y restaurant in New York you visited, or a recent visit to the South of France featuring a stay at the iconic La Colombe D’or. For many, travel has become the vehicle to signal status and aesthetics to the world over an experience to decompress from daily life or simply explore. But some of us are no longer interested in this transactional approach to tourism. The $854 billion global travel and tourism industry is seeing consumer sentiment shift too. While 2022 was the year that the world opened back up, 2023 is the year where travelers are looking for valuable experiences as it relates to their personal interests. “As people continue to be eager to take trips, we are seeing a huge emphasis on experiences, especially ones that are personalized and centered around travelers’ passions,” says Audrey Hendley, president of American Express Travel.

As consumers are choosing accommodations and holidays that align with their values and interests, authenticity has become key. People are moving away from mass experiences, and want to interact with culture and participate as a local would. In a world where we’re increasingly disconnected from others, traveling to specific places with curated experiences and residencies also allows us to connect with those who share our point of view. Building relationships and communities that extend far beyond a singular encounter, whether that’s with other guests or those hosting.

CARMEN MARIA ATIYAH DE BAETS
Carmen Atiyah de Baets is the co-founder of CARMEN: a guesthouse, kitchen and shop in two adjacent canal houses in Amsterdam. Coming from a background in creative strategy in London, Carmen returned to the Netherlands with her husband Joris ter Meulen Swijtink, to turn his family house into an alternative to a traditional hotel, a space that feels like a home-away-from-home

SOFIE THOMPSON
Sofie Thompson is the founder of Museum of Restaurants, an online platform celebrating spaces in hospitality. She also co-founded Hands, a business creating aesthetic food experiences for brands. By day, Thompson works in restaurant PR and marketing in London.

CLAUDIA DEL OLMO RUSSO
Designer and creative Claudia del Olmo Russo is the co-founder behind Casa Balandra. Del Olmo Russo founded the creative residency and guest house in Mallorca alongside her sister Isabelle del Olmo and friend Cecile Deni. Casa Balandra is build on the philosophy of celebrating the small things in life, through their community of creatives that grows with every visit.

We asked three industry insiders about how consumer’s approach to travel has shifted, Instagram’s impact on how and where we travel and the need for exploration and mystery.