Travel Corp. Launches Luxury ‘Purpose-Driven Travel’ Partnership

Travel Corp. chief executive Brett Tollman and ME to WE founder Craig Kielburger at a press event in Manhattan.

The Travel Corporation is stepping into the growing niche of “purpose-driven travel” with a unique partnership that combines philanthrophy and giving back with luxury and authentic experiences.

Working with ME to WE—a provider of philanthropic travel programs to customers including Madonna and Natalie Portman, Sir Richard Branson and Prince Harry whose 33-year-old founder, Craig Kielburger, was twice nominated for the Nobel Peace prize—the Travel Corp. will offer journeys that include high-end accommodations, great food and unique experiences in India, Kenya and Ecuador.

In the world of jaded high-end travelers, many are looking for a trip that is not just unusual, but life-affirming, said Travel Corp. chief executive Brett Tollman at a Manhattan press conference announcing the project.

“We’ve seen the interest in what we call purpose-driven travel for some time, but we’ve never been expert in doing it, and so we didn’t want to get involved if it’s not something authentic and meaningful,” Tollman said. “In these three countries we will have what our customers have come to expect, from great food to luxury tents with ensuite bathrooms, to professional cars and drivers.”

Programs will include hikes with Massai warriors in Kenya, traditional henna painting high in the mountains of India, and lessons in blowing darts by shamans in Ecuador.

All seven Travel Corp. brands will participate—including African Travel, Inc., Lion World Travel, Adventure World, Contiki, Insight Vacations, Trafalgar and Uniworld. And all trips will be in keeping with the three founding principles of ME to WE: ensuring an authentic and meaningful contribution to the local community; ensuring that the community welcomes us; and ensuring that half of the profits are immediately invested back in the community, and the other half is reinvested.

For customers signing up for a Trafalgar itinerary to Ecuador, for example, “we’ll do all the work behind the scenes,” Tollman said. “Once you make a booking we’ll hand the customer to ME to WE, and they will handle the booking and the meet-and-greet at the airport, for a seamless experience for the traveler.”

“There’s no financial benefit to the of the Travel Corp. companies from the partnership,” Trafalgar president Paul Wiseman told TMR. “It’s about recognizing the human need to do this. In the Amazon, for example, many people want to have a broader experience during what is likely to be their first and only time there. It’s a very highly specialized and sensitive product, and you have to get it right.”

“We’re just looking to offer it to our travel trade partners,” said Tollman. “When you do a booking with us we will mention it, and if you customer is interested in doing something we will pass them along.”

Travel Corp. will be hosting training for travel agents “to educate and inform the travel agency community, so agents who haven’t done philanthropic travel before can become more comfortable with it.”