Waking up at sunrise to soar in a hot air balloon over Turkey’s Cappadocia region. Encountering the big five on an off-road jeep tour in Rwanda. Glamping under the stars in Southern Morocco. All these experiences have traditionally filled travelers’ bucket lists. But these days, explorers are bucking the bucket list, increasingly choosing to experience these adventures now rather than waiting around for a once-in-a-lifetime opportunity.

A 2024 McKinsey & Company survey found that, when selecting a destination, travelers prioritize the range and quality of local activities and the opportunity to engage with authentic customs and culture above nearly all else.

This also was a theme echoed at Forbes Travel Guide’s recent Summit, a three-day event where leaders in luxury hospitality explore the industry’s future. “In hospitality, we are still trying to sell products, and it’s time to start selling feelings,” tourism expert Dr. Aradhana Khowala said. “Seventy percent of actual customers place more value on experiences than material goods.”

Companies like Berkeley Travel, a luxury travel agency based in the U.K., are responding to this growing demand for awe-inspiring experiences right now. “Our clients are mainly families,” says Andrew Bezhenar, founder and CEO of Berkeley Travel. “We have naturally developed expertise in this area as demand continues to grow. We have observed trends shifting towards new forms of retreat and destinations that inspire and engage. Desert safaris, stargazing under clear skies and sightings of the big five are requests we now receive daily.”

Of course, his clients are looking for seamless excursions that not only provide sightings on the Serengeti, but they do so without skimping on creature comforts. This is where Berkeley Travel and the like shine. They handle a trip’s every detail, including reserving flights, booking safaris and creating itineraries based on insider knowledge normally reserved for locals. “We know what our clients want and need — often before they do,” Bezhenar says. “We handhold them every step of the way.”

Safaris often require extensive planning and coordination through extraordinarily remote areas, sometimes even across different countries. But Bezhenar says Berkeley Travel thrives in the segment.

“We are proud to be pioneering itineraries focused on Africa, a region that remains uncharted territory for many travel companies,” he says. “We are excited to help our clients explore the cultural delights, vibrant way of life and inspiring landscapes that the region has to offer.”

Experience-oriented hotels, many of which Berkeley Travel partners with, can serve as gateways to these memorable journeys. According to Bezhenar, the company recently sent a family to Rwanda’s Forbes Travel Guide Five-Star One&Only Gorilla’s Nest. The kind of hospitality the property offers — 21 private treehouses with open-air viewing decks and alfresco showers; farm-to-table meals with ingredients sourced from an onsite garden; and a stunning spa created in partnership with African skincare line Terres d’Afrique — is paired with expert-guided gorilla treks through nearby Volcanoes National Park. “We can offer our clients the comfort they are accustomed to, along with the inspiring and fulfilling experiences they want,” he says.

Botswana safaris, long considered a premier experience for exclusive, low-density tourism that prioritizes conservation and intimate animal viewing, are another specialty of Berkeley Travel.

“The high density of species in the Okavango Delta makes it the perfect backdrop for [the] Wilderness Mombo [camp],” Bezhenar says of his favorite Botswanan itinerary. “We often send our clients there for twice-daily game drives, where encounters with predators, elephants and buffalo herds are the norm. We combine these drives with other on-camp experiences, such as wellness journeys at the lodge’s Sanctuary Spa and stargazing, to make the overall trip feel more fulfilling, restorative and interactive.”

Another unforgettable trek in Botswana centers around Wilderness DumaTau in the Linyanti region. The lodge lies between two elephant corridors and is lined by 28 miles of river frontage, overlooking freely roaming wildlife. “We include water-based activities as part of the itinerary,” he says. “Be it boating along the densely populated waterways, fishing or birdwatching from the comfort of a barge over breakfast.”

Far-flung adventures like this are only becoming more commonplace. It’s the goal of companies like Berkeley Travel to ensure these trips remain lavish. “With a wave of new luxury resorts, lodges and hotels opening in recent years,” Bezhenar says, “we ensure the white-glove service our clients expect is maintained at the level they are used to.” And for today’s travelers, on safari or not, that’s still wildly important.

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