Belonging Beyond Borders
Travelers now seek purpose-driven spaces that foster shared passions and personal growth. While hospitality disruptors aspire to reshape the industry by building micro-communities that inspire belonging and create lifelong connections, this transformation is still in its early stages.
by Robin Kestek
Travel is a mean of escape, a visceral reminder of our interconnectedness, a rare opportunity to dissolve the walls of routine and see the world, and ourselves, anew. But why do we travel? This fundamental question has often been sidelined, with little reflection on the deeper impulses that compel us to traverse borders and continents. Travel is a binding force, transforming our vast world into an intimate mosaic of connections, shaped by divergent experiences, cultures, and histories, a gift we only came to fully value when it was suddenly taken from us during the pandemic.
Now, as we take to the skies again in record numbers, we carry a renewed sense of gratitude. In the aftermath of a pandemic that grounded us, this question takes on newfound significance. Why we venture beyond the familiar reveals as much about the world as it does about us.
Tuning Out to Truly Connect
In a world increasingly overflowing with images and information, shaped by digital interactions and resulting in algorithmic fatigue, the desire to tune out and connect in real time has grown. Travel reminds us that no number of pixels or words can capture the raw essence of a place or the value of genuine relationships and social ties. It strips us of complacency and immerses us in experiences that cannot be digitized—moments of cultural currency, like uncovering a hidden gem marked by a line of grinning people, chatting with an Italian barista about what to do next, or discovering a concept store that perfectly aligns with your style in an unsuspecting neighborhood. True understanding comes from raw, unfiltered encounters with the world—moments of connection that reveal our shared humanity and transform our perspectives. Over time, these experiences have led to a deeper sense of belonging within destinations, becoming the main purpose of travel for a new generation.
This demand shift toward community-centric travel, catalyzed by the pandemic, reflects a larger transition in how travelers perceive their journeys. No longer simply a means of escape, travel is increasingly seen as an avenue for fostering meaningful connections, personal growth, and living with greater purpose. Design Hotels’ Further Forecast 2025 report highlights this trend with examples of micro-communities built around niche interests, knowledge hubs, and longevity networks. Travelers are seeking spaces that nurture shared passions, encourage learning and self-development through transformative journeys, and promote living deeply in the company of others.
The Transformative Power
This evolution speaks to the transformative power of connection. Whether through cultivating shared interests, building new skills, or embracing the health benefits of strong social ties, travelers are gravitating toward experiences that enrich both their lives and those around them. Studies, such as those on Blue Zones, underline this truth, revealing that belonging, close relationships, and communal living are enriching and are fundamental to fulfilling lives. As travel redefines itself around these values, it shifts from being merely an activity to becoming a deeply transformative journey designed to heal, connect, and inspire.
The hospitality industry has begun to respond to this growing desire, with some spaces now creating experiences to bring like-minded travelers together and foster lifelong connections. However, findings from Design Hotels’ community survey reveal that only a small fraction of travelers experience a genuine sense of belonging within hotel communities. This highlights untapped potential for innovation in crafting more meaningful experiences and developing hospitality- focused real estate that authentically fulfills the need for connection and belonging.
Lessons from Disruptors
An analysis of successful disruptors and pioneers catering to this new traveler, particularly within the three micro-community categories, reveals shared traits and challenges. At the heart lies ideology—“the soul” behind the product and experiences—which unites like-minded individuals to form the micro-community. For instance, Slowness, created by Claus Sendlinger, founder of Design Hotels, exemplifies this approach by positioning itself not as a hotel brand but a collective of people, places and projects aligned through an ideology or niche interest.
When scaled through replication instead of organic growth, however, the ideology (eventually the brand) risks becoming system-driven—“cookie-cutter”—rather than soul-driven, which dilutes the DNA of the micro-community. To address this, successful disruptors often employ strategies like offering a portfolio of unique products to cater to various experiences within a shared clientele, as seen with Belmond’s portfolio of hotels, trains, and boats. Others, like Ennismore, extend the guest experience beyond the premises, as evidenced by their innovative dis-loyalty program. Similarly, pioneers and visioners like Soneva demonstrate bold foresight, having embraced sustainability 20 years ago— values that are now increasingly appreciated.
The Next Chapter in Travel
The future of travel lies in its ability to nurture our most human instincts: to connect, to belong, and to grow. As the landscape continues to evolve, travelers crave purpose-driven experiences that resonate with their values and aspirations. While these community-centric properties are currently more widespread among independent or niche establishments at the fringes of the hospitality pyramid, their influence is beginning to ripple outward. This ongoing demand shift is expected to drive the trend across all segments, pushing established international chains to abandon formulaic approaches in favor of more curated and authentic offerings.
From fostering meaningful relationships within micro- communities to embedding ideology into the DNA of hospitality, the challenge lies in creating spaces and systems that remain authentic and soul-driven while being financially viable and scalable. The question is: How do you create a sense of community? When does one truly feel a sense of belonging? When does transformation occur? The answer lies in a continuous, proactive approach of iteration and co-creation—one that forges genuine bonds between the members of the community (guests) and the community itself (brand), whether based on niche appeal, new knowledge, or longevity.
