Skift Global Forum Preview: Startup Seeks to Turn Vacation Into Art
Photo Credit: VAWAA Founder and CEO Geetika Agrawal said independent female travelers make up 75 percent of her audience so far. She is shown with an artist who partners with the company. VAWAA
Skift Take
These days, not all experiences are created equal. In-depth, time-consuming, even taxing activities will actually do the word "experience" justice, though they may not attract the mainstream.
Now that every single part of a trip is marketed as an “experience,” certain travelers will seek activities that are more substantial than walking through a park or admiring the hotel bar. Vacation With an Artist (VAWAA) deals in such experiences that actually warrant the overused designation.
VAWAA offers multi-day, mini-apprenticeships with local artists who meet certain standards of achievement. Many travelers won't be up for this. It’s a commitment of time and brainpower, and those who want to systematically check dozens of “experiences” off their list may not bite.
“That word ‘experience’ has totally lost its meaning. Drinking a latte is an experience now,” said VAWAA Founder and CEO Geetika Agrawal.
Founded in 2015, VAWAA — whose acronym was created to be pronounceable in any language — operates in 17 countries, partners with 45 artists, and offers far more than painting. Travelers can study tango in Argentina, paper making in India, photojournali
