Conscious Travel Club
OLGA YURDAM
Founder
Olga Yurdam, the founder of the conscious travel club “Travel Together Türkiye”, shares her unique experience in building a thriving business during market turbulence.
Launched in 2020—the most challenging period for the industry—the project not only survived but demonstrated steady growth over five years. The secret of success lies in a deep understanding of shifting consumer demand, analyzing statistics, and the ability to quickly adapt products to new realities.
More and more modern travelers are willing to pay for personalized tours, rejecting mass package deals in favor of unique experiences. The share of independent travel and small-group tours has increased 3-4 times over the past 1.5 years.
The trend toward hyper-personalization has swept all segments: affluent tourists avoid forced shopping stops, preferring leisurely trips focused on cultural immersion. Even in established destinations like Türkiye, demand has shifted from all-inclusive hotels to niche offerings—such as private hot air balloon rides in Cappadocia or dinners with local produce in neighborhood restaurants.
The main selection criteria and key satisfaction factors for discerning travelers are the details:
Aesthetic moments for social media—from champagne breakfasts at sunrise to styled photoshoots with local artisans;
Content creation services—more than half of millennials choose tours with professional videos and travel films;
Group compatibility—small groups of 10–12 people, pre-matched by interests;
Celebrity-led tours—collaborations with bloggers, actors, and musicians significantly boost booking conversions.
One of the key factors influencing a client’s choice is trust. It’s essential to rely on verified partners: from eco-certified guides to glamorous camping organizers with impeccable reputations. The vast majority of clients are willing to pay extra for safety as a priority.
After transformative trips, 80% of tourists reject template tours. This is no longer just a vacation but an “investment” in emotions.
Conclusion: In the era of the experience economy, the winners are operators and agencies offering unique stories, not standard itineraries.
The “Travel Together Türkiye” case clearly demonstrates that even during a crisis, it’s possible not only to sustain a business but to create a successful niche model—if you accurately sense the needs of your target audience.
