A Tour Operator Flips the Playbook by Embracing Travelers' Passions, Not Destinations
Photo Credit: Everyday interests and hobbies like yoga are "passion-driven" itineraries that Dharma is building its tour business around. Unsplash / Kaylee Garrett
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Passion-based itineraries might sound like the latest hype in tours and activities, but it is being fueled by the everyday interest of people who are turning their hobbies into thriving businesses — and by extension, unique travel experiences.
Yoga enthusiasts wanting an immersive cultural retreat, football fans looking to meet their sporting heroes or individuals with a penchant for the mixology of gin — these everyday interests and hobbies are shaping "passion-driven" itineraries for travelers looking for more meaningful travel experiences.
Dharma, an Abu Dhabi-based tour operator for businesses, says it is ready for it. They aim to simplify group travel with their travel management software service as they help non-travel companies create tailored travel experiences for their existing communities or fandoms.
"Our core conviction is that the future of travel is passion-based, not destination-based," said Dharma co-founder and CEO Charaf El Mansouri.
Abundant Noise and the Paradox of ChoiceStarting with the community that cares deeply about a particular interest or experience immediately lowers the need to find customers who will book the tour.
"Dharma is not about indiscriminate supply. Differentiation is what we build with relevant, repeatable supply," added El Mansouri.
With some 50 talent partners, as Dharma calls its clients, mostly based in the U.S. and U.K., it kicked off its business model with a focus on wellness and sport. According to El Mansouri, its first sporting venture, Looking FC, is an example
