{"id":29800,"date":"2025-01-10T12:05:00","date_gmt":"2025-01-10T20:05:00","guid":{"rendered":"https:\/\/www.uwb.edu\/business\/?p=29800"},"modified":"2025-05-22T10:37:02","modified_gmt":"2025-05-22T17:37:02","slug":"the-business-of-experiences-a-personal-take-on-travel","status":"publish","type":"post","link":"https:\/\/www.uwb.edu\/business\/news\/2025\/01\/10\/the-business-of-experiences-a-personal-take-on-travel","title":{"rendered":"The Business of Experiences – A Personal Take on Travel"},"content":{"rendered":"\n

By Riley Ovall<\/a>, Events and Communications Specialist <\/strong><\/p>\n\n\n\n

Traveling to a new country for the first time is an exhilarating mix of excitement, curiosity, and let\u2019s be honest\u2014a little bit of fear. When I traveled to Rome, Italy, this past November, I experienced all of the above. My trip included a visit to my sister, a University of Washington Seattle student studying marine biology abroad, and it marked the first time either of us had ventured beyond the U.S. The journey didn\u2019t just broaden my horizons\u2014it opened my eyes to the burgeoning industry of travel experiences and the business opportunities that come with it. <\/p>\n\n\n\n

As someone who works within business education, I couldn\u2019t help but notice the thriving economic ecosystem which created memorable travel moments. Rome, a city steeped in history and culture, provided me with a firsthand look at the “business of experiences”\u2014a concept that blends tourism with curated, authentic activities designed to engage travelers in meaningful ways. <\/p>\n\n\n\n

\n
\n
\"Woman
A pause in my guided Colosseum tour for a photo<\/figcaption><\/figure>\n<\/div>\n\n\n\n
\n
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My Sister and I learned how to create several types of pasta at a local restaurant. We then got to eat our creations at the end of the class.<\/figcaption><\/figure>\n<\/div>\n<\/div>\n\n\n\n

Guided by Opportunity\u00a0<\/h2>\n\n\n\n

My first day in Rome I stayed at an Airbnb just a block away from my sister\u2019s apartment, but she had classes all morning, leaving me to fend for myself. Overwhelmed by the pressure to make the most of my time, I turned to the internet for guidance. A quick search of \u201cwhat to do in Rome\u201d revealed a treasure trove of pre-packaged experiences: Colosseum tours, bus trips to iconic landmarks, pasta-making classes, and even guided explorations of ancient tombs. <\/p>\n\n\n\n

Initially, the sheer volume of options felt daunting. But as I explored further, I began to see these offerings for what they were: not just tourist traps, but thoughtfully crafted opportunities for visitors to connect with the city. These experiences gave me a sense of reassurance. I wasn\u2019t alone in my exploration\u2014Rome\u2019s businesses were there to guide me. <\/p>\n\n\n\n

Experiences as Economic Drivers\u00a0<\/h2>\n\n\n\n

The travel industry has shifted significantly over the years. Today, travelers crave immersive, meaningful experiences that allow them to connect with a place and its people. For entrepreneurs, this trend represents an incredible opportunity. With just a few taps on our smartphones and a pre-loaded credit card, we can book a tour to explore some of the most ancient cultural experiences! <\/p>\n\n\n\n

Consider one example: Rome\u2019s pasta-making classes. These experiences are more than just a fun activity; they\u2019re a gateway for tourists to learn about Italian culture, food traditions, and history. At the same time, they\u2019re a source of income for local chefs, small businesses, and tour operators. By monetizing the cultural expertise and unique skills of local residents, these businesses turn authenticity into a profitable enterprise. <\/p>\n\n\n\n

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\n
\"\"
My sister and I in Stockholm before our kayaking tour\u2014the tour provided wetsuits to keep us warm in the freezing weather at no additional cost!<\/figcaption><\/figure>\n<\/div>\n\n\n\n
\n

Stockholm, Sweden, my next stop, offered a different lens on the same concept. During my stay, I had the privilege of staying with a friend\u2019s family who warmly welcomed us into their home. They shared home-cooked meals and introduced us to their favorite Midsummer traditions, even in the heart of winter. They also gave us a glimpse into Swedish social life during the colder months, showing us how exciting the winter can be despite the frosty weather and the sun setting at 3:00pm. My sister and I also booked a winter kayaking experience through the channels of Stockholm. Paddling through the icy waters was an unforgettable adventure that perfectly captured the blend of thrill and connection that modern travelers seek. This experience came from a Google search of “what to do in Sweden” and thanks to our local tour guide, it was an absolute highlight! <\/p>\n<\/div>\n<\/div>\n\n\n\n

The Balancing Act: Tourism vs. Authenticity<\/strong> <\/h2>\n\n\n\n

While curated experiences are often marketed as \u201cauthentic,\u201d travelers typically look to strike a balance between embracing tourist attractions and uncovering genuine cultural experiences. For me, that balance came in the form of splitting my time between structured tours and spontaneous moments with my sister. Wandering the streets of Rome, savoring gelato after a night out with her classmates, taking photos by the under-construction Trevi Fountain, and visiting her favorite cafes, where the barista would help her practice Italian, created memories that perfectly complemented the curated experiences.<\/p>\n\n\n\n

The Bigger Picture for Business<\/strong> <\/h2>\n\n\n\n

This trip exemplified the potential for innovation in the experience economy. From small, family-run operations to larger companies leveraging technology to offer virtual tours or augmented reality-enhanced excursions, there\u2019s room for businesses to thrive on every scale.  <\/p>\n\n\n\n

Travel isn\u2019t just about seeing the world; it\u2019s about experiencing it in ways that are personal and impactful. A person’s own goals and priorities are a huge part of which experiences are worth it or not. The business of experiences makes this possible, offering travelers curated opportunities to connect with their destinations while empowering local economies. My trip to Rome and Stockholm taught me that fear can give way to curiosity, and curiosity can lead to discovery\u2014not just of new places, but of new ways to approach business. <\/p>\n\n\n\n

As I reflect on my journey, one thing is clear: the business of experiences isn\u2019t just a trend; it\u2019s a cornerstone of modern travel. For entrepreneurs, students, and business professionals, it\u2019s a reminder that innovation can come from simply listening to what people want and finding creative ways to deliver it. <\/p>\n","protected":false},"excerpt":{"rendered":"

By Riley Ovall, Events and Communications Specialist Traveling to a new country for the first time is an exhilarating mix of excitement, curiosity, and let\u2019s be honest\u2014a little bit of fear. When I traveled to Rome, Italy, this past November, I experienced all of the above. My trip included a visit to my sister, a…<\/p>\n","protected":false},"author":466,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_is_archived":false,"_archived_contact_email":"","footnotes":""},"categories":[1],"tags":[],"school":[],"class_list":["post-29800","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"acf":{"related_links":{"toggle_visibility":false,"link_1":"","link_2":"","link_3":"","link_4":"","link_5":""},"highlight_box":{"toggle_visibility":false,"title":"","content":"","button":"","button_style":"angled-purple-button","button_screen_reader_text":""},"contact_type_1":{"toggle_visibility":true,"contact_title":"","email":"","phone":"","box":"","address_line_1":"","address_line_2":"","location":""},"contact_type_2":{"toggle_visibility":false,"contact_title":"","email":"","phone":"","box":"","address_line_1":"","address_line_2":"","location":""},"social_media":{"toggle_visibility":false,"facebook_url":"","instagram_url":"","linkedin_url":"","twitter_url":"","youtube_url":""},"blog_archive_sidebar_visibility":false},"yoast_head":"\nThe Business of Experiences - A Personal Take on Travel - School of Business<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.uwb.edu\/business\/news\/2025\/01\/10\/the-business-of-experiences-a-personal-take-on-travel\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Business of Experiences - A Personal Take on Travel - School of Business\" \/>\n<meta property=\"og:description\" content=\"By Riley Ovall, Events and Communications Specialist Traveling to a new country for the first time is an exhilarating mix of excitement, curiosity, and let\u2019s be honest\u2014a little bit of fear. 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