In today’s travel landscape, the desire for genuine immersion and authentic experiences has sparked a transformative shift. Travellers are no longer content with just a comfortable bed and room service; they crave meaningful connections with local cultures and communities. This shift has redefined what it means to travel, pushing the tourism industry to innovate and offer personalized experiences that go beyond traditional stays.
Travellers are seeking distinctive accommodations that give them a chance to escape the ordinary and immerse themselves in extraordinary environments. The novelty and authenticity offered by these unique accommodations can create lasting memories and stories to share, challenging the tourism industry to step up and offer something truly special.
Experiential stays is a rising trend in the tourism industry, with a 20 per cent increase in searches year-over-year1, with travellers looking beyond tailor-made itineraries and open to exploring off the beaten path destinations.
There has been a surge in interest in unique stays such as treehouses, domes, farm stays and container homes, amongst others, with many seeking a blend of adventure and comfort in their travel plans. These escapes offer a riveting way of experiencing a city or an exotic locale in an unconventional manner, while learning more about that area, and its culture.
Imagine sleeping in an historic lighthouse overlooking the sea, or in a cave dwelling in Cappadocia, Turkey, which offers a cozy and otherworldly experience. These converted spaces offer travelers a chance to be a part of something truly memorable and make for enriching life experiences. Then there are themed accommodations, such as ice hotels in Scandinavia or Hobbit-style huts in New Zealand. They add whimsy and wonder to travel, creating avenues for imagination to take physical form.
Iconic stays at celebrity homes
One of the most exciting developments in unique accommodations space is the emergence of celebrity homes. Imagine joining a living room session with Doja Cat—fresh off a tour performing on the world’s biggest stages, or Bollywood star Janhvi Kapoor inviting you into the legendary, never-before-seen Kapoor family home in Chennai, India, or just hanging out with Kevin Hart.
The emergence of celebrity homes as a category stems from travelers wanting to experience the life their favourite celebrities live, giving them a chance to live a dream, even if just for a night. Staying in a celebrity's home offers a glimpse behind the curtain, into their lifestyle and personal journeys, giving fans access to a space that’s often closely guarded. It's like being part of their inner circle, even if only temporarily. These homes often boast luxury and opulence, from private villas to penthouses, with lavish amenities, stunning views, and personalised service, and at the same time bring out the humane side of individuals lesser known to the world outside.
Culturally vibrant stays at heritage homes
Cultural tourism has emerged as one of the fastest growing segments, accounting for 40 per cent of all tourism worldwide, according to UNESCO. Whether it's centuries-old European manors, colonial-era bungalows in India, or traditional ryokans in Japan, staying in a heritage home is like stepping back in time. These homes often have rich stories, antique furnishings, and architectural charm that transport guests to a different era. Heritage homes are usually located in historic neighborhoods, allowing guests to immerse themselves in local culture, while providing a fillip to the business within the area. Pair that with insights from seasoned hosts, and local stories and it’s a wholesome experience that is both educational and enchanting.
Self discovery and ancestral travel
With the rise of at-home genetic tests, exploring one's ancestry has become easier and has fueled a trend known as ancestry travel. This burgeoning interest sees people traveling to connect with their ancestral roots, and various companies are offering ways to enhance this experience. They are helping travelers take a plunge into their history and heritage, whether it's staying in a trullo in Puglia or learning traditional dye techniques in Mexico City. Such journeys offer deeper cultural connections and personal insights, making ancestry travel an increasingly popular and meaningful form of exploration. According to an April 2019 study commissioned by Airbnb—of 8,000 people across the US, Mexico, Argentina, Brazil, India, France, the UK, and Australia—89 per cent of survey respondents in India have traveled to at least one country of their ancestry as well as 69 per cent in France and over half of Americans.
Unique and authentic experiences
Young travelers today are interested in authenticity. They want authentic experiences that are intellectually stimulating or personally fulfilling. This could be learning about local culture, exploring local cuisine, attending a music festival or dance recital. In addition to cultural immersion, there is a growing interest among young travellers in spiritual and wellness tourism. This form of travel focuses on personal growth, self-discovery, and holistic well-being. It includes activities such as yoga retreats, meditation workshops, and visits to sacred sites. These journeys often take travelers to serene environments that foster a sense of peace and introspection. For instance, travelers might participate in mindfulness retreats in the tranquil mountains of Bhutan, engage in spiritual healing practices in the sacred valleys of Peru, or experience the ancient wellness traditions of Ayurveda in the lush landscapes of India.
What’s next on the traveller’s wish list
As travellers prioritise exploration over accumulation, travel is progressively becoming a journey towards enrichment and understanding. Rather than merely collecting passport stamps, travellers now are actively seeking unique and authentic experiences. It's high time the industry moved away from standardised experiences and embraced the rich variety of global hospitality offerings. By offering unique stays and unforgettable experiences, the travel industry is at the forefront of this transformative shift, redefining travel and making it more meaningful and memorable for everyone.
The future of travel lies in the ability to offer authentic, immersive experiences that connect travelers to local cultures and communities. From tree house retreats to heritage homes and iconic celebrity homes, unique accommodations are paving the way for a new era of travel.
Bajaj is Airbnb's general manager for India, Southeast Asia, Hong Kong and Taiwan.
