Why We Go
A short history.
Ancient Rome has been credited by many historians as the birthplace of leisure travel, dating back some 2,000 years ago. From what we know, prior to the Roman Empire, our ancient ancestors moved from place to place out of necessity only—to find food and protection from harsh weather and other predators. As the eight distinct civilizations emerged, people who migrated did so to flee unfair caste systems and persecution, either for a better life or, simply, to survive another day. Although reserved for the wealthy, ancient Romans traveled to find respite from life in the capital, as well as to enjoy their summer homes in nearby cooler and less crowded locales like Pompeii, Stabiae, and Herculaneum.
Tech, TV, and the Ladies
Technological advancements such as the birth of the locomotive in the 18th century and the airplane in the 19thcentury allowed those who could afford it a chance to move greater distances in shorter time. Being a leisure traveler in those days was to be one of the privileged few with a pioneering spirit and the means to be part of a thrilling social experiment.
And while the 18th and 19th century advancements created our modern-day definition of leisure travel, it was the 20th century’s societal changes happening in first world countries—such as the emergence of the middle class and the liberation of women—that would forever change the face of leisure travel. Of course, I would be remiss not to give the proper credit to the 20th century’s own major technological contributions such as the development of the jet engine and kerosene-based jet fuel in the 1950s that allowed for faster, longer flights, as well as advances in navigation, aircraft design and air traffic control. And of course, there was that other little invention—the television—that delivered incredible scenes from around the globe right to your living room.
It's About Time
I suppose it should be no surprise that the Baby Boomers—those born between 1946 and 1964—who were the first to grow up with a television in their homes, were also the first generation to aspire to travel. Ask any travel agent today, and they will tell you that Boomers by far outpace any of their successors in number of trips taken per year and the duration of each trip. For these folks, time is of the essence, and leisure travel is something they worked and saved for.
As the children and grandchildren of the Boomers came into their own and lived through major events like the 9/11 terrorist attacks and, more recently, the COVID-19 pandemic, the prevailing wisdom on leisure travel has shifted among younger generations to: why wait. The advent of social media and a 21st century with more economic tailwinds than headwinds has made travel easy to access and afford. The booming tourism industry with countless choices of accommodations, airlines, attractions, and ways to buy them have ensured there is a price point for entry for everyone.
In my own travels, spanning 35 years, I have personally witnessed this evolution—not only in where people go, but also in why they go. I love seeing Boomers, Gen Xers, Millennials and Gen Yers enjoying this time on the road. I love the emerging wisdom that values experiences over material goods and time as the most precious commodity. I appreciate the industry I am a part of, flawed as it is, that continually cultivates curiosity for faraway places.
Going Lightly Into a New Chapter
The post-pandemic boom has marked a new era in travel, one that has come with a price. [DL1] Many top travel destinations such as Athens, Bali, Barcelona, Iceland, Machu Picchu, Miami, and Venice have taken to install speed bumps to tamp down the negative impacts of the crowds on local municipalities, their people and their environments.
While the next chapter of Why We Go has not been written yet, I join a new league of travel professionals working toward a kinder and gentler tourism ecosystem. Our aim is one where the traveler, travel industry, and destination partner to create memorable travel experiences that make a lasting positive impact wherever our travels take us.
Travel well my friends,
Dayla