Deep Travel Optimisation

From our conversations with travellers and readers, we know they crave inspiring stories, interesting people, alluring destinations, and meaningful activities in accordance with their personal interests. Deep travellers long for connections, memories that last, and experiences that shape them as persons. They wish to travel deep.

Who are deep travellers? Are they part of a common travel segment? Yes, and no. It’s a mistake to lump them together, for example, as sustainable tourism oriented, or luxury minded. People are more complex than that and the key to success lies in connecting through specific verticals, be it food, nature, adventure, or culture. Sustainability is one aspect, exclusive experiences, another. One Planet Journey caters to travellers who look for a balanced approach where personal interests take precedence over any particular issue or pace of exploration. Their intentional approach often leads them to become repeat visitors, to the benefit of destinations.

Attracting this key target audience will be a deciding factor for destinations and businesses wishing to increase revenue per traveller. Deep travellers stay longer, spend more, and are likelier to talk about their experiences with their peers.

With our proprietary strategic framework, Deep Travel Optimisation (DTO), we aim to inspire, educate and advise travellers, destinations and businesses. DTO is about using a specific vertical to reach the right traveller, knowing what they desire, and how to communicate it. A successful strategy is based on seven key pillars that explain the deep travel mindset;