Why More Travellers Are Choosing Personalisation Over Pre-Packaged Trips

For decades, travel has followed a familiar script. People book flights, reserve hotels, sign up for guided tours, and follow itineraries that barely allow breathing time before moving on to the next stop.

But lately, something has changed. More travellers are rejecting the idea of one-size-fits-all tourism and moving away from rigid itineraries in favour of something more personal, immersive, and in sync with their own rhythms and interests.

This shift isn’t just about luxury, though high-end travellers have certainly embraced it. It’s about control, experience, and a desire to travel in a way that feels less transactional and more meaningful.

Modern travellers want to feel connected to a destination. They want to move at their own pace, linger in places that captivate them, and engage with local culture without feeling like they’re skimming the surface.

Charlie Neville of JayWay Travel has seen this shift firsthand. “People don’t just want to follow the same path as thousands of tourists before them. They want a trip that’s designed around who they are, what they care about, and how they want to experience the world. That’s where travel is heading; it’s no longer about checking off sights but about making real connections.”

It’s a trend that has gained traction in recent years, especially as travellers reconsider how they spend their time and money. The pandemic forced people to rethink their priorities, and when the world reopened, many were no longer satisfied with impersonal, mass-market travel.

They wanted something tailored, something reflective of their own interests and curiosity. Instead of rushing through Europe’s capitals on a whirlwind tour, many are choosing to slow down, focus on fewer places, and immerse themselves in the culture in a way that feels more deliberate.

Rather than taking a standard city tour, travellers now want to sit down with a chef in their kitchen, learning how to cook traditional dishes in a way that tells a story about a region’s food culture.

Instead of hopping between museums, they’d rather spend time with local artists, seeing how traditions have evolved over generations.

For wine lovers, it’s no longer about visiting the most famous vineyards but about sharing a bottle with a winemaker who tells them about their family’s history, the nuances of the land, and why a particular vintage matters.

This desire for a deeper connection is driving travellers to destinations they may not have previously considered.

While places like Paris and Rome will always draw visitors, many people are now seeking out quieter, lesser-known regions where they can avoid the crowds and have more authentic experiences.

Neville has noticed a growing interest in places like Slovenia, the Balkans, and the Baltics, where travellers can interact with locals in a way that feels more personal and unscripted. “More and more, people are asking for places that still feel undiscovered, where they can engage with the culture in a way that feels natural. It’s about access, about being able to see a place as it really is rather than as a tourist attraction.”

Something is refreshing about the idea of slowing down. Instead of racing through a city in 48 hours, more travellers are choosing to stay longer, allowing themselves time to soak in the atmosphere. Rather than following an itinerary packed with must-see attractions, they are leaving space for spontaneity, for the unexpected conversations and small discoveries that make a trip unforgettable.

Neville believes that this kind of travel is the future. “People want to feel like their trip was designed for them, not for the masses. That’s what makes travel meaningful. It’s about how you experience it.”

As travellers continue to seek out more personalised experiences, the demand for custom-designed journeys is only expected to grow. The days of rigid, pre-packaged travel may not be entirely over, but for a growing number of people, the best way to see the world is on their own terms.