How a new wave of young 'waterculturalists' inspired Original Travel's latest itineraries

Walpole: What was the thought behind your Citizen Science offering?

Tom Barber: Our Citizen Science collection offers divers the opportunity to get involved in marine conservation as part of a wider trip and was created in direct response to demand from our clients. Divers are curious types by nature, so it was only a matter of time before dive holidays evolved into something more than just seeing pretty fish and colourful coral; divers are increasingly keen to get more involved and deepen their understanding of the seas and the life and cultures they support. They also often come face-to-face with the very real damage caused by unsustainable fishing practices that threaten to destroy the habitat they love dearly, so they want to get 'hands-on' involved.

How does this emphasise Original Travel’s brand values and set you apart in a crowded travel marketplace?

We are firm believers that travel can – and should – be a force for good, and have long-championed responsible tourism, be that in the form of flight-free travel, undertourism, slow travel and, most recently, with our Citizen Science itineraries. We have our own charitable foundation, which was created in 2009 to support humanitarian projects in developing countries. We were the first luxury tour operator to launch itineraries purely by rail. Last year, we launched an industry-leading carbon calculator, enabling our team to recommend the flights with the lowest possible carbon footprint. These Citizen Science itineraries are another step in that direction.

Can you tell us about one of the experiences that you think is particularly unique?

The team absolutely loved winkling out the best projects in our favourite diving locations to include in the ever-growing collection and it was fascinating to realise that marine tourism is leagues ahead in terms of conservation and preservation. Of the ten initiatives on offer, we are particularly proud to be working with Project Hiu, a programme in Indonesia – the world’s largest shark fishing destination – which works with shark fishermen to offer them an alternative source of income, namely tourism. By hiring the shark fishing boats and locals that crew them to take tourists out on day trips, Project Hiu engages the fishermen in a very different role and generates them an alternative income that simultaneously and effectively protects sharks. The trips include snorkelling and surfing at two different dive sites in east Lombok and highlights the plight of the fishermen and the trade itself.

Is there a particular type of customer who is booking these experiences?

It’s especially popular with families and the demand is often led by the children who have a real passion for marine biology, which is incredibly heartening to see. Following the release of David Attenborough’s powerful documentary, Ocean, we are fully expecting to see an even bigger spike in interest too.

Does this new initiative speak to a wider trend you’ve noticed amongst UHNWIs?

UHNWIs have always liked to push the envelope – in life and work – but never have they wanted to see more and do more than right now. Holidays are so precious and we need to work harder than ever before to deliver something genuinely memorable and, ideally, unique. As experts in truly tailor-made travel, we are always looking at what’s new and what’s original. Our Secret Series collection for example, has been phenomenally successful as the trips take people to lesser-known regions of our favourite countries – think Campania and Basilicata in Italy, alternative Canary Islands like El Hierro and La Gomera, or somewhere under-the-radar in France like Perigord.

What makes you passionate about travel?

I do genuinely believe that when done right, travel can be a huge force for good, and benefit both visitor and destination. That’s not a given, by any means, and we are constantly working on ways to make it more so, but our discerning clients are fully bought into that as the underlying concept behind their travels. We, and they, want to explore, to learn, to expose themselves to different ways of life, different cultures and perspectives, all in order to foster a greater understanding between people, and with the not insignificant benefit of redistributing money from wealthier nations to those perhaps less well off in the process. That’s a proper win-win scenario.

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