Orbridge leans into experiential travel shift with flavor programs
It’s one thing to enjoy a nice bottle of wine, and another to help crush the grapes yourself.
Salad tastes differently when you mix the balsamic vinegar that goes into the dressing.
And as much as you might be excited at the prospect of a meal prepared by a top chef, you’ll appreciate their talents more when you’re preparing dishes alongside them.
These are what’s known as the “flavor programs” offered by Poulsbo, WA-based educational group travel specialist firm Orbridge, and they’re a good example of how the customer experience (CX) is shifting.
According to a report released by RLA Global earlier this year, approximately 54 per cent of travelers consider culture an important factor when picking a destination, which compares with 49 per cent for attractions. While “culture” could be interpreted broadly, becoming actively involved in producing flavors associated with your immediate environment is probably conducive to a positive trip.
Orbridge is 17 years old, and after years of restrictions due to COVID-19, its senior vice-president of sales Vanessa Cheatham says the desire to travel has surged. She said Orbridge is seeing many more repeat travelers, but they’re not necessarily looking for the standard tour of popular landmarks. Seeing seven churches in seven days, in other words, isn’t going to cut it.
“Post-pandemic, people realize that time is of the essence in many cases, and it’s limited,” Cheatham told 360 Magazine. “They want to make the most of that time, and they also want to make the most of their money. There’s a high level of expectation around the tours that we’re creating for an experience that is very unique and would provide them a deeper dive, and more intimacy.”
Orbridge’s flavor programs consist of 18-20 people and are hosted at businesses that have sometimes been family owned for generations. One of its Northern Italy tours, for example, allows guests to meet the owner of a vineyard who explains the harvest process, how to tell when grapes are ready and combining it with a tasting.
In France, Orbridge might take travelers on a truffle hunt with a farmer and his dogs before tasting them with local olive oil.
“Guests are able to dig up the truffles and find them with the with the guidance of the farmer, or they’re making gnocchi on the on the northern Italy program,” she said. “It’s just an entirely different experience than looking at an attraction.”
Beyond allowing them to participate in onsite activities, flavor tours such as those provided by Orbridge can offer alternative venues in countries that have been grappling with issues of “overtourism.” Some cities have imposed increased visitor fees and locals have protested.
Cheatham said Orbridge tries to be very selective in where it runs its tours, and in some cases work with local partners with expertise in conservationism and sustainability. Orbridge combines its efforts with reducing its carbon footprint by planting some 100,000 trees every year and cutting back on the amount of paper used in its marketing materials, she adds.
While there may be a novelty factor that make flavor programs interesting to seasoned travelers, Cheatham said there’s also a common element – a human one – that helps these experiences drive repeat business.
“They love the model and the way that the program is structured, but they also oftentimes get to know their tour director,” she said. “Our guests love to find out where their particular tour director is going next season and going on tour with them.”
For customer experience (CX) professionals in other industries, the takeaways are clear:
- Develop more immersive, memorable moments by allowing customers to learn by doing.
- Bring customers outside or at the perimeter of highly familiar locations and channels where they’ve had experiences in the past.
- Invest in staff whose knowledge and passion combine to cultivate long-term loyalty.
