Slower, Deeper Travel: How Women Leaders Are Redefining Trip Planning

Shift in Travel Preferences Favors Immersive Experiences, Industry Leaders Say

A growing desire for deeper, more purposeful travel is reshaping the industry, according to three female CEOs at the helm of travel companies. Hazel Rickett of Rabbie’s small-group tours, Clare Jones of the Polarsteps app and Dominique Callimanopulos of Elevate Destinations all report a move away from quick-paced itineraries toward experiences that prioritize connection, authenticity, and impact.

Industry data supports this trend. The global market for individualized travel offerings is projected to approach $200 billion by 2026, according to The Business Research Company.

Rabbie’s, founded in 1993, has built its reputation on small-group tours capped at 16 participants, allowing access to locations larger tours often miss. Private tours have become the fastest-growing segment for the company, increasing by 46 percent over the past two years. Much of this demand originates from American travelers, particularly multi-generational families seeking flexibility in their travel schedules. “What’s engaging is that it’s not about moving away from small groups,” Rickett said. “It’s about wanting that same Rabbie’s experience, but in their own group.”

Clients are increasingly requesting itineraries tailored to specific interests, including history, ancestry, food, and film locations. Rabbie’s Driver Guides, often locals themselves, play a crucial role in delivering these personalized experiences, combining local knowledge with storytelling and personal insights. The company emphasizes providing a genuine view of a country, moving beyond a simple checklist of landmarks. “We often say our tours should feel like you’re traveling in your own car—relaxed, flexible, stopping when something catches your eye—but with the added bonus of a knowledgeable, friendly local who knows the hidden beaches, the best small restaurants, the back roads, and the stories that bring a place to life,” Rickett explained.

The influence of popular culture is also a factor, with travelers inspired by settings from films and television series like Outlander, Wuthering Heights, and Harry Potter seeking to experience those landscapes firsthand.

At Polarsteps, user behavior indicates a growing preference for authentic travel narratives. Jones notes a shift away from heavily filtered social media content toward more candid and personal accounts. “We’re seeing a real shift away from the filtered Instagram version of travel,” Jones said. “People want the full story of a trip, including what went wrong or what surprised them.”

There is also growing hesitation around relying solely on artificial intelligence for travel planning. Travelers, Jones observed, still value the process of researching and building their own itineraries, wanting to retain ownership of the experience. “If everyone is using the same algorithm, they’re going to end up in the same places,” she said. “That can flatten travel and lead to more overtourism.”

This preference for intentional travel is manifesting in longer stays at each destination and a growing interest in rail and overland journeys, allowing travelers to explore regions in a more sequential and immersive manner. Jones also highlighted a growing awareness of the environmental impact of travel, with travelers seeking more sustainable options.

Elevate Destinations focuses on directing resources toward communities and conservation efforts. Callimanopulos believes that responsible tourism can complement traditional aid. “Travel, when done responsibly, is a complementary channel to traditional aid, not a substitute,” she said. Her company builds itineraries around specific conservation efforts or community initiatives, connecting travelers directly with local projects.

Callimanopulos emphasizes the importance of trust and transparency in a landscape saturated with online information. Clients are seeking operators who can provide context and guidance on complex issues. “As everyone is overwhelmed with unverified media content, especially with the advent of AI, trust will play an increasingly important role,” she explained.

Looking ahead, the three CEOs agree that the value of travel is being recalibrated. Travelers are prioritizing depth, fulfillment, and connection, seeking experiences that deliver lasting value and align with their personal values. Rickett believes that meaningful experiences will be paramount. “We live in a incredibly busy, often stressful world. Time off has become incredibly precious. In 2026, I believe what will matter more is meaningful, fulfilling experiences that genuinely connect you to a place and its people,” she said. Jones anticipates continued interest in slow, sustainable travel and personal involvement in trip design. Callimanopulos foresees a continued emphasis on access to nature and destinations where conservation efforts are visible.