The Magic of the Mystery Tour
Does the idea of booking a trip without knowing where you're going or what you're doing until you arrive at the airport excite you? You wouldn't be alone.
Some travelers know they want to get out and see the world, but either aren't sure where they'd like to go or wish someone else (an expert) would simply choose for them. Enter: mystery travel.
Also referred to as "surprise travel," mystery travel is growing in popularity, with professionals like Lillian Rafson, Founder and CEO, Pack Up + Go, helping lead the way. Her company has planned over 20,000 trips for over 43,000 travelers since 2016, with occasions ranging from birthdays, anniversaries and babymoons to retirements and every other imaginable life event.
When you remove the stress of planning and add in spontaneity and excitement (aka the fun parts), it's not hard to see why the idea of mystery travel is attractive.
"The trend is growing in large part due to the novelty of the element of surprise, but also because of how easy a surprise vacation is [for travelers] to plan," Rafson explained. "We all have to make so many decisions every day, but with a surprise vacation, your only task is to guess where you're going, and enjoy the ride!"
The Pack Up + Go process specifically includes travelers going online, choosing the type of trip they're interested in (Plane Trips, Road Trips, Outdoors Plane Trips, Outdoor Road Trips, or You Pick Trips), and then completing a pre-trip survey. It's then that travelers share their travel dates and budget; where they've traveled recently; any upcoming trips; if there are any places they visit frequently or don't feel safe visiting; the types of activities they enjoy; any dietary or mobility restrictions; and more.
Each trip is then thoroughly researched and planned by an in-house Pack Up + Go travel planner, who also books airfare, reserves accommodations and plans in-destination activities. Essentially, a travel matchmaker.
"One week before departure, travelers receive an email with the weather forecast for their destination, recommended items to pack, and where to go and when for their departure," Rafson said. "We then mail an envelope that we encourage travelers to keep sealed until the day of their trip. The morning of departure, travelers go to the airport or get in their car for their trip, open their envelope to reveal their destination, and they're off!"
Each Pack Up + Go trip comes with 24/7 traveler support, something group travel professionals should plan to offer in some form if they're considering planning mystery travel of some kind. And of course, always have a backup plan and outline in advance—likely in your contract—how you'll handle a client potentially being displeased with their given destination.
Rafson shared that in addition to gathering preliminary information, part of making their mystery travelers feel comfortable is the choice to limit all of their trips within the domestic U.S., which she says simplifies potential complications and reduces safety concerns.
"Especially with the element of surprise, we want travelers to feel confident that they can use their phone, know the language, and don't have to deal with the logistics of international travel!" she said. "Our team also always keeps a close eye on weather and current events so that we can work with travelers in case we think their trip will be impacted. We always say that while we love surprises, we prioritize safety!"
While it may seem intimidating to consider planning mystery travel (or enjoying it yourself), the buildup of excitement and customized touches of this type of offering ensure that groups who want to take "letting go" to a whole new level will have an experience they'll surely never forget.
Written by Sarah Suydam, Managing Editor for Groups Today.
This article originally appeared in the Nov/Dec '24 issue of Groups Today.
