I was nodding along to this TravelAge West article by Mindy Poder at every line. Every trip changes you in some way, and it is the travel providers and brands that very purposefully design their user experiences around the fact that people want to change for the better. "Transform" is the buzz word. It's certainly what I strived for in creating expeditions that added new elements to a familiar place, or a personal connection with a particular culture, artisan or expert. You want the user to find something within themselves while they are in your care that they might otherwise have left unexplored. This article is a great overview of that process.
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