Three Top Female CEOs on What’s Driving Travel Decisions Now

Private Tours Drive Growth

Rabbie’s has remained true to its beginnings. Since 1993, when founder Robin Worsnop launched the company with one van and a focus on personal, story-led travel, its small-group model—capped at 16—has allowed access to places larger tours cannot reach, preserving a more human encounter.

Private tours have become the fastest-growing segment at Rabbie’s, rising 46 percent over the past two years. Much of that demand comes from Americans, particularly multi-generational families who want greater flexibility in pacing and daily structure. “What’s interesting is that it’s not about moving away from small groups,” Rickett said. “It’s about wanting that same Rabbie’s experience, but in their own group.”

Clients request itineraries that reflect specific interests, whether tied to history, ancestry, food or film locations. Driver Guides play a central role, combining local knowledge, storytelling and personal insight throughout each journey, and many come from the places they guide. Guests appreciate having a genuine view of the country, not just a checklist of landmarks.

“We often say our tours should feel like you’re traveling in your own car—relaxed, flexible, stopping when something catches your eye—but with the added bonus of a knowledgeable, friendly local who knows the hidden beaches, the best small restaurants, the back roads, and the stories that bring a place to life.”

Storytelling sits at the core of the format, led by guides who bring each place to life. With several major films and series set or filmed across the UK and Ireland, those landscapes reach a global audience. For Americans, what begins on screen often becomes a reason to visit.

“We see this with guests inspired by Outlander, Wuthering Heights, or Harry Potter. These stories create an emotional connection before the trip even begins. Travelers want to stand where scenes were filmed, understand the history behind the fiction, and experience the landscapes in real life.”

Rethinking the Planning Process

At Polarsteps, user behavior shows a growing preference for a considered approach, especially among younger users. The trend is to avoid highly filtered social media content and look for more candid, personal accounts.

“We’re seeing a real shift away from the filtered Instagram version of travel,” Jones said. “People want the full story of a trip, including what went wrong or what surprised them.”

She also sees hesitation around heavy reliance on AI tools. People still want ownership of the process and value the time spent researching and building itineraries.

“If everyone is using the same algorithm, they’re going to end up in the same places,” she said. “That can flatten travel and lead to more overtourism.”

The alternative often leads to slower-paced days and nights. Routes now include longer stays at each destination, while rail and overland vacations are gaining traction as people look to explore a region in sequence rather than move quickly between cities.

“We see a lot of people wanting this really intentional type of travel,” Jones said, “which is both about the trip itself, but also about the impact on the environment.”

Travel as a Force for Change

Tourism remains one of the largest global industries, generating trillions in economic activity and reaching communities on a broad scale. For Elevate Destinations, the work begins with directing resources and attention toward communities and conservation efforts.

“Travel, when done responsibly, is a complementary channel to traditional aid, not a substitute,” she said. “Donor trips are so special because they hone the traveler's attention towards something that centers community solutions. It is a trip about someone else's story, and when people come in solidarity, it is an act of political will and support in the face of a massive domestic backlash,” she shares.

“Showing up, giving your attention to someone, and deeply listening to their ideas, creativity, and solutions is part of shifting funds. In many ways, it is the first step in moving those dollars. It won't replace 40 billion dollars in aid, but it can help us rebuild our priorities."

Callimanopulos’s clients identify a conservation effort or community initiative, then she builds each itinerary around that work. Every stop connects back to that goal.

“Showing up is not about 'fixing' and more about bearing witness, listening, and contributing with humility,” she said. “We need responsible tour operators like Elevate Destinations and other organizations who are conducting tourism with integrity and concern for travel’s impact.”

Callimanopulos also sees increased awareness around conservation across destinations. There is growing recognition of how ecosystems connect, whether in safari regions, island environments, or rainforest areas.

“One positive impact of the rise of adventure tourism is shining a light on remote areas where the need for conservation safeguards is essential to preserve touristic resources."

She also stresses the importance of trust as people navigate a growing volume of online information. Clients want operators who can provide explicit context and guide decisions across complex issues.

“Because everyone is overwhelmed with unverified media content, especially with the advent of AI, trust will play an increasingly important role,” she explains.

What Will Matter in 2026

Looking ahead, all three CEO’s discuss recalibrating value—how individuals measure time, cost, and return on experience. Their answers describe a deliberate approach to trip curation, where expectations around value, trust, and engagement guide decisions before a destination is selected.

Rickett describes a growing focus on depth and fulfillment. Travelers are seeking journeys that create stronger connections to a destination and deliver on that promise from start to finish.

“We live in a very busy, often stressful world. Time off has become incredibly precious. In 2026, I believe what will matter more is meaningful, fulfilling experiences that genuinely connect you to a place and its people,” she said.

Jones highlights continued interest in purposeful vacations and personal involvement in trip design that align with their values and interests.

“I think something that will matter is more of this kind of intentional slow sustainable travel journeys,” she said. “I think the actual AI travel planning has kind of had its hype moment. I think we will also see in the coming year the importance of the owning your trip yourself, planning a trip with your friends, and enjoying the process of planning rather than just outsourcing it.”

Callimanopulos focuses on access to the outdoors and long-term value. Clients want destinations in environments where conservation efforts play a visible role.

“I think natural beauty and immersion in nature will continue to matter more, as habitats become compromised,” she said.

What fades in importance is just as telling. Rigid itineraries and standardized formats are steadily losing ground as flexibility and relevance take priority.