Crafting a New Generation of Membership Travel Clubs
Photo Credit: The Prior Travel Club. What makes a travel community tick? Prior Travel Club
Skift Take
Travel has always been as much about who you meet as what you do in a new location. These intentional approaches to community and relationship building, fostered by immersive curated experiences, are what luxury looks like to an increasingly disconnected population.
A new generation of travel clubs are appealing to affluent millennials who are looking for deeper experiences as well as a sense of community. The brands are bringing together creative professionals from metropolitan areas and attracting them largely through word of mouth networks... and Instagram.
Skift spoke to the co-founders and teams of four different member-based travel organizations to find out how they work and why they're becoming attractive once again.
Although high-end, the proprietors of these groups have taken to a more conscious definition of luxury.
"Luxury is access and we provide unprecedented access," said David Prior, co-founder of Prior Travel Club.
Skift spoke to Prior while he was in the middle of a tortellini making class in Modena, Italy. Prior was leading a trip at Casa Maria Luigia, the villa and bed and breakfast opened by Massimo Bottura of Osteria Francescana and his wife Lara Gilmore.
The Nomadic Clubhouse is one of three arms of Prior Trave
