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Brief Published: 1 Dec 2016

Jubel: ‘Slow Reveal’ Travel


US-based travel booking agency Jubel sends travellers to surprise destinations across the globe. The platform curates an adventure based on the countries an individual wants to explore, as well as the type of holiday that appeals to them – with ‘paths’ such as Active Nature, Party Purist, Culturist or Oceanist.

Once a trip is booked and paid for, travellers are sent a Jubel Pack containing a series of envelopes with suggested activities and adventures. They can open them all at once or follow a curated trail of pursuits as designed by the company. Adding a ‘living like the locals’ edge, travellers are also matched with locals in various destinations who can join them for adventures or simply offer advice and tips.

As explored in The Empowered Customer Journey, part of our Future Guest Industry Trend, travel brands are now tapping into consumers’ desire for spontaneity and surprise with initiatives that enable them to relinquish some degree of control. Meanwhile, Tinder-style interfaces are providing would-be travellers with curated packages that can be ‘swiped’ left or right if they hit the mark. The Lucky Trip app, previously covered by Stylus, is a good example of this format.

For more on services that speak to companionship, personalisation and niche consumer needs, see New Luxury Travel.