HOLISTICA KNOWS EVERY DESTINATION HAS ITS OWN SONG
Holistica works with unique, emerging destinations to offer authentic experiences to cruise travelers.
Every place has its own song, its own uniqueness and culture. More than just the music in a destination, it’s how it hums and resonates with visitors, differently from any other location. This is what today’s travelers are seeking out in a cruise.
Travelers are building their identity through experiences, rather than material things, with 70 percent choosing cruises not for onboard amenities but for the ports they touch. Travelers want more time in land to really have the opportunity to share local activities, meet with residents and elevate such experiences.
This is where Holistica comes in, taking a holistic view of travel and cultural experiences, letting curious travelers make places a part of their own identity, with authenticity as key. Holistica is a multi-brand destination experience, a joint venture between two respected leaders in the travel and tourism industry, Royal Caribbean Cruises Ltd. and the pri
vately-held ITM Group, working with other industry leaders. Combining eight decades of destination development experience, they answer the who, what, where, when, why, and how travelers are asking of themselves and destinations.
Beth Butzlaff, vice president, cruise sales at Virtuoso, says, “Passengers want to enjoy the essence of these places through interactions with local people and culture, and the industry has responded with innovative offerings to satisfy evolving preferences.” Holistica represents this sentiment perfectly as the cruise industry grows with travelers seeking out more unusual destinations.
New luxury travelers, especially Millennials and Generation Z, want to experience a destination’s song and identity, setting their sights on places previously out of reach, demanding experiential and immersive activities. Travelers want to enjoy the essence of a place through interactions with local people and culture in a setting that makes it accessible for them to understand, appreciate, and enjoy. Knowing every corner of the world has an interesting story to tell that should be honored in its uniqueness, Holistica answers this need, developing destinations and preserving local
roots while showcasing them in a way travelers can appreciate and love.
Holistica works as a “curator”, understanding different cultures’ authentic experiences through interpretation creating a bridge for travelers to enjoy and understand them in a way they long for, while simultaneously allowing destinations to stay true to themselves in an environmentally conscious way.
That’s the real challenge for cruise destinations, notably in places with little or no tourism infrastructure, where travelers rarely access. Holistica works closely with local communities to develop them in an authentic, respectful way, resulting in their advancement. Importantly, the company’s corporate social responsibility involves fair and open commercial practices, enhancing profitability and sustainability for local providers. This inclusive model works holistically, meeting the needs of coastal communities at the ports, local governments, and land, sea. and air travelers, connecting the globally curious to immersive experiences at destinations of their choosing.
This is how Holistica both honors the uniqueness in every location’s song and brings a shared purpose for the traveler to their chosen destination.