What Sparked the Thought?
When our Head Marketing & Communications gave me this topic for a blog, I had no clue about it. In fact, it took me a couple of days to even understand the topic and relate it to what we do at Travel Scope. In my state of “when in doubt ask questions”, I googled for information. I found several articles, presentations on Design Thinking in Travel. Most of them conveyed the same or similar views, opinion & information on the topic. The positive outcome for me was the relevance of this topic to what we do best at Travel Scope, which is to design everything with a complete focus on the consumer, the discerning traveller.
What Is Design Thinking in Travel?
A common definition is: “It is a creative and innovative approach to problem-solving. A human-centric method for finding solutions. It involves empathizing, defining, ideating, prototyping, and testing.” (Source: thinkdigital.travel)
Relating Design Thinking to Tourism, it means understanding customer needs and aspirations, cultivate innovation & creativity, ideate and research for products, experience them first hand and then integrate them into our curated travel itineraries. What we do, naturally, at Travel Scope.
From Brochures to Bespoke: The Early Seeds of Design Thinking in Travel
Back in the days when I joined the industry (1984), group travel was very popular way of travelling. Most tour companies created an annual brochure featuring programs to several destinations worldwide. These brochures were window displayed by retail travel companies. Customers would come and browse through these brochures and choose a tour based on their, interests and affordability. These tours were packed with as many inclusions as possible including a lot of driving time, spending hours on the road sightseeing the whole day and arriving at the next destination close to dinner time. There was no time to slow down or absorb what they were experiencing. But that was the nature of tourism in those days, where Tour Operators put together itineraries that were packed with so many inclusions such as sites, attractions, meals to convince travellers that they offered so much value. It appealed to a certain generation of travellers at a certain time because of perceived value. But as we say, “bigger is not always better and more activity does not always translate to more value”.
Designing Incentive Travel with Purpose
A little later in my career I had the opportunity to work in the MICE segment. These were groups sponsored by a company or corporation to appreciate and reward their employees or associates for achieving excellence & targets, that contributed to growth in their business. These weren’t just about destinations, but about experience architecture – from private jets and grand welcomes to gala dinners, and immersive local activities that made every moment feel exclusive and unforgettable. These trips were also an opportunity to these companies to show off to their competitors on how well they treated their employees or associates. These trips were extremely detailed as one could not go wrong with any aspect as this put at risk the reputation of the sponsoring company and the incentive travel specialist that we partnered. We had to be meticulous. Minute to minute schedules were prepared from planning stage, based on reconnaissance trips of the destinations, venues, activities and experiences that included in the itinerary. We had to plan and budget for everything travel, activities, experiences, meals beverages, private charters, specially themed dinners, entertainment. Customer-centric travel planning wasn’t jargon. It was how we stayed trusted.
Travel Scope and the Rise of Experiential Journeys
In 1999, I moved to Travel Scope (established in 1995 with my co-founder), just as experiential travel in India was emerging. Travellers started seeking slow travel, immersive experiences, and personal growth through journeys. Internet had changed the game. FOMO had entered the travel lexicon. This was our turning point – to curate travel that was purposeful, meaningful, rejuvenating. It wasn’t about ticking landmarks anymore. It was about touching lives. Suddenly we saw ourselves competing for space and relevance in an industry that was experiencing rapid transformation. This was also an opportunity to venture into creating travel itineraries that were slow, meaningful, purposeful, rejuvenating and reconnecting. We created journeys that blended the offbeat with the iconic-a blend of the off-beat and the mainstream, giving our travellers an opportunity to explore the highlights but also choose from a list of options that touched a certain element that makes India so special. A culinary adventure, an insight into our textiles and crafts, unexplored off beat destinations., a wildlife safari to lesser-known National Parks, staying in an Estate of a Noble family, a private yoga & meditation retreat. The goal was to create experiences that travellers could not find online or compare it on pricing, and that’s where design thinking in travel became our quiet strength.
Explore our Aravalli Cycling Trails itinerary– one of many examples.
Design Thinking in Travel: More Than Just an Itinerary
Designing travel experiences is not just limited to creating the most innovative itinerary. The most creative itinerary may end up in a disaster if it is not supported by well-co-ordinated ground logistics for a seamless experience that is personal and premium quality. At Travel Scope, we put ourselves in the shoes of our travellers because no two journeys are ever the same. We don’t just design itineraries, we interpret intentions. Our strength lies in anticipating what guests don’t say out loud: the need for quiet after a long-haul flight, a detour to follow a sudden curiosity, or a moment of stillness amid the sensory overload of India. With decades of local know-how and a deeply human team on the ground, we ensure that every choice, from pace to people, aligns with how the guest wants to feel, not just what they want to see. It’s this intuitive alignment that transforms a trip into a truly personal experience, and that’s where we stand apart. We also started partnering with companies that brought in new concepts in travel extending beyond guided tours of our cities. These companies offer very well researched tours that are unique and provide a deeper insight into every element of the experience. For example, exploring a city coming to life at dawn, behind the scenes of an Indian wedding, street art explorations etc. We also collaborated with subject matter experts to offer specialised tours of museums, monuments, history & architecture walks, art-gallery visits. Many of our subject matter experts also open their homes for an evening of interaction over a meal.
25 Years of Practicing Design Thinking in Travel
We excelled in the last 25 years in delivering product with highest degree of professionalism. Our USP is our ability to understand our client’s needs, preferences, interests and aspirations and to perfectly match them with curated experiences topped with premium quality services and attention to detail. Nothing is cookie cutter or off the shelf and we don’t pin our clients into itineraries that are easier or more convenient to operate. Rather we make the time and put in efforts, to make sure that the clients are getting more value when they book a trip with us. We live in a world where people are seeking experiences in every corner of their lives – whether it’s dining out, shopping, or celebrating milestones. Travel is no exception. Gone are the days when trips were sold on the strength of hotels, meals, and sightseeing alone. Today’s traveller is on a personal quest – for joy, for stillness, for learning, for transformation. That’s why we don’t just sell travel. We design journeys that listen before they speak. Every itinerary begins with questions, not assumptions:
- Are you celebrating something?
- Do you travel for silence or sound?
- Do you crave temples, thalis, tigers – or all three?
This is human-centered design in action. Nothing pre-packaged. Nothing off the shelf. We shape trips as mirrors – reflecting who you are and what you seek. Because in this new world of experiential living, the way we market a trip isn’t just a pitch. It’s a promise. One that must carry through into every curated moment. And if travellers are walking toward evolution, it’s our quiet privilege to walk beside them – and sometimes, a step ahead.
In a World of Google, What Matters Is Care
Traveler’s today can get a lot of information online. Therefore, engaging with our customers, and curating experiences that are personal and life-changing are two elements that add great value to the services we provide as travel designers. Travel opens our minds as we embrace and connect with traditions, customs, languages, food and people from other countries and explore newer ways of being. Many times, travellers are not even aware or realize whether they need transformation, so it doesn’t hurt to talk about how transformative or life-changing an experience can be and leave it to them to choose. And sometimes, even when travellers don’t know they’re looking for something transformative, it’s okay to offer them that door.
Personalization is the New Standard
Knowing your customers, their interests, do’s & don’ts, preferences, birthdays, anniversaries, food choices, drink choices, food allergies, medical conditions. Are they interested in activities, adventure, wildlife, nature, culture, cuisine, history, architecture, wellness, spiritual practices. What’s the pace they want on their trip. Slow or Go Go? This helps in designing trips that deeply personal, highly customised and meaningfully educative, engaging and fun. We remember birthdays and allergies. We ask about preferred pace. We understand food preferences and drink quirks. We get to know their stories. This is not just about luxury travel in India – it’s about deeply personal travel. Meaningful. Joyful. Real.
Still Searching for the Perfect Vocabulary
As a Tourism Professional, I have always been very careful of the vocabulary we use to describe what we do best. Terms like “experiential”, “bespoke”, “curated”, “tailor-made” are some of the commonly used. Am still searching for the magic vocabulary. But what I can say is we have gone through a lot of evolution in the 25 years of our company’s history. Maybe we are simply a company that practices design thinking in travel. And maybe, that’s enough – for now.
Looking for a travel experience that resonates with you – your rhythm, your curiosity, your quiet moments?
Let us design it with care. Contact Travel Scope to begin your journey.
FAQ
Q1. What is design thinking in travel?
A human-centric approach to trip planning that focuses on understanding travellers’ needs, aspirations, and emotions. It involves stages like empathising, ideating, prototyping, and testing to create journeys that are immersive and meaningful.
Q2. How does Travel Scope use design thinking?
We use design thinking principles to create curated itineraries tailored to each traveller’s pace, preferences, and aspirations – delivering transformative experiences across India, Nepal, Bhutan, and Sri Lanka.
Q3. Why is personalised travel better than pre-packaged tours?
Personalised travel offers greater flexibility, cultural immersion, and emotional connection. Unlike off-the-shelf tours, it aligns with each traveller’s lifestyle and deeper goals.
Q4. What are some examples of curated travel experiences in India?
Experiences like Kanha’s bicycling adventures, kayaking on the Kabini, the Blue City’s Indigenous Art Trail, or home cooking at Dera Mandawa – each crafted with cultural depth and insider access.
Q5. Is design thinking only for luxury travellers?
Not at all. While many journeys are premium, design thinking can be applied to any budget – it’s about thoughtful planning, not just indulgence.
