We are pleased to announce that Academic Travel Abroad has a new logo! Our old logo has served us well, but after several decades, we decided it was time to modernize our look. To us, the paper airplane symbolizes a journey—in motion, it can go anywhere. It embodies innovation and creativity—qualities we strive to incorporate daily into our work. It suggests education and out-of-classroom learning—a paper airplane conjures up images of science competitions, school yards, and day-dreaming students who seek to escape to the outside world. It evokes playfulness, fun, and, whimsy, as well as a bit of the unexpected. This feeds into our corporate value of “never a dull moment” and our appreciation for a sense of humor. It represents transformation—what started off as a simple piece of paper is now a vehicle for flight. We take pride that our travelers experience personal development and transformation traveling around the world on our programs. Rest assured that behind our new look, we are still the same ATA that you’ve come to know. Our mission to create unique, enriching experiences for intellectually curious travelers, all while exceeding the expectations of our partners, is stronger than ever. We continue to be committed to contribute meaningfully to our world, our field, and the community
Blog
Wellness Around the World
Q&A with Tour Manager Kyra Sudofsky Wellness travel is no longer considered only to be a high-end spa vacation. Today, it encompasses everything from yoga retreats to tech detoxes. It’s about traveling with a purpose to promote health and well-being. Wellness travel is rising in popularity. That shouldn’t come as a surprise considering the wellness industry grew over 10% between 2013-2015. Tourism now makes up $563 billion of the $3.7 trillion growing industry, according to the Global Wellness Institute. Expanding into wellness travel is a great way for companies operating in the health and wellness sector to extend their brand reach and capitalize on the growing popularity of wellness. We recently partnered with Kripalu Center for Yoga & Health, and this spring marked their first-ever international wellness program to India. We had the chance to speak with a former Academic Travel Abroad program manager, seasoned tour leader, Kripalu ayurvedic counselor, and dedicated yoga instructor, Kyra Anastasia Sudofsky. Read on to gain insight on wellness travel and the success of Kripalu’s inaugural international program. Q: Hi, Kyra! Tell us a little bit about yourself. A: I’ve been working as a tour manager with ATA for almost 25 years. I have traveled all over the world, throughout Europe and Asia. It has been a pleasure to work with such a professional company and to meet interesting people from many cultures and backgrounds. Q: Have you ever participated in a wellness travel program before? A: Yes, many times. I have led retreats to Jamaica, Turks and Caicos, West Virginia, and Hawaii. These trips typically included a strong element of yoga and meditation as well as a focus on healthy cuisine. Q: How did you get involved with the Kripalu organization? A: I have been attending classes at Kripalu for over 27 years! I started while still a student at the University of Massachusetts, and I worked in the Kripalu kitchen during spring break. Kripalu is a very special place for me, and I know I will continue to return over and over again. Q: What motivated you to lead the Kripalu Yoga trip to India? A: It was a dream come true for me to unite ATA and Kripalu. I’ve been wanting to do this for a long time! I liked the idea of connecting my two loves, yoga and travel. Q: Describe a typical day on the Kripalu program in India. What activities did travelers participate in? A: We typically began each day with a yoga class and then went on a sightseeing excursion. One of the group’s favorite excursions was visiting a local school and teaching yoga to the children. We also had the opportunity to make bread at a Sikh temple and dine with a local family in their home. The extension was much more active than the main program. While staying at the SwaSwara resort, we had more time to relax and enjoy Ayurvedic treatments. Q: What makes India a good location for a Yoga trip? A: India is where yoga originated. It makes so much sense to travel to India for anyone interested in yoga, spirituality, or meditation. Q: What other destinations would be ideal for wellness travel? A: There is so much that can be done in India, but other excellent destinations include Belize, Costa Rica, Cuba, Greece, Italy, France, Indonesia, Nepal, and Bhutan. Q: What was the most meaningful or memorable part about the trip? (for you or the travelers) A: The highlight for me was making new friends from Kripalu and in India. We were fortunate to have such a cohesive and wonderful group of like-minded people. Kripalu’s first international wellness trip was a huge success! Mandie Dixon, a Kripalu traveler, reminisced, “The trip was awe inspiring. The yoga and ayurveda was above excellence in subject content and delivery. The food, lodging, and tour was outstanding in comfort, and the leaders were knowledgeable and caring. This trip changed my life and will forever be in my heart.” We look forward to working with Kripalu on future programs as the demand for wellness travel continues to grow.
5 Reasons to Embrace Theme-Based Travel
Shared by Academic Travel Abroad’s Marketing and Production Coordinator, Megan Brothers. Today’s traveler is drastically different than yesterday’s tourist. It’s no longer enough to visit Paris to see the Eiffel Tower or the Louvre. Travelers want more. They are searching for a deeper, more authentic connection with even the most well-known destinations. The number of travelers who want to dine with local residents, take behind-the-scenes tours, and learn through hands-on experiences have rapidly increased over the last five years. Travel is transitioning from surface-level vacations to interactive and immersive theme-based travel. What exactly is theme-based travel, anyway? Theme-based travel is defined as a trip that concentrates on a particular subject or topic. Rather than focusing on broad aspects of a destination, theme-based travel delves into topics on a deeper level. Instead of providing a basic tour of Holland, a theme-based approach would focus specifically on the Dutch landscape while barging in Holland during peak tulip season. The possibilities for creating trips based on themes are truly endless. Read on to learn why theme-based travel is worth implementing. 1. Give new legs to old destinations. Renowned tourist hotspots are losing their allure as travel becomes more attainable. Theme-based programs are the perfect remedy for cliché destinations that have fallen prey to travelers’ been there, done that attitude. Take London, for example. Travelers are no longer satisfied with gazing at Parliament from across the river or taking cliché phone-booth photos. They would rather step inside the House of Parliament to discuss the political implications of the Brexit vote with Parliament members, professors, and international experts. Theme-based programs breathe new life into common destinations and make them shine again. 2. Tap into new audiences. Imagine how lucrative a trip could be if it was designed and targeted at a specific audience. When someone has a strong interest, he or she wants to share it with others and expand their knowledge and involvement with it. A generic program to France may appeal to a large audience. However, a more focused French film trip to Cannes can generate even more excitement, especially amongst a niche audience of movie-buffs. Theme-based travel provides countless opportunities to target new niche audiences. 3. Drive loyalty through common bonds. Perhaps the most exciting thing for travelers on theme-based programs is the chance to forge a common bond among peers. Group travel can be intimidating, especially when traveling solo, but theme-based programs provide participants peace-of-mind that others will share their same interests. A themed-trip focusing on D-Day is likely to attract military-history enthusiasts, war veterans, and history professors. Their common interest ensures camaraderie and meaningful engagement. Positive traveler experience drives brand loyalty and encourages repeat travel. After all, who better to promote a new WWII trip to than those who previously enjoyed a D-Day trip? 4. Remove the cliché from travel. Today’s travelers are looking for more unique, authentic, and immersive experiences. Theme-based travel provides new opportunities to visit bucket-list destinations in more meaningful and memorable ways. Visiting Paris to take selfies in front of the Eiffel Tower and eat baguettes in a park isn’t that special. Wouldn’t a tailored French cuisine trip complete with a cooking class taught by a French chef and a meeting with local artisans to learn about regional cheeses be more exciting? Help travelers step out of tourist traps and into unforgettable, immersive experiences by offering unique, theme-based programs. 5. Harness the power of storytelling. It goes without saying that the phrase fear of missing out resonates across all generations. Travelers want to be in the action and share their stories with friends and family. They also want their travels to be unique and impactful. Take Cuba, for example. Which trip description might sound more enticing to a prospective traveler? Generic Option A: Cruise to Cuba and explore the dynamic island. Enjoy a day excursion and relax on Cuba’s beautiful beaches, sightsee from the comfort of an air-conditioned tour bus, and spend the afternoon on a self-guided tour of Museo Nacional de Bellas Artes. Theme-Based Option B: Experience authentic Cuba and meet with a diverse group of locals. On this trip, discuss historic preservation with experts, learn salsa from local dancers, visit schools, art studios, and privately-owned businesses to witness Cuba’s shifting cultural and economic landscape. Eat delicious Cuban-cuisine at local paladars and come home with a hand-rolled cigar, made especially for you by a Cuban factory worker. While both options have their own appealing qualities, Option A might leave travelers lost in a sea of tourists, exploring destinations from the window of a bus. Option B on the other hand, will surely provide immersive experiences and countless storytelling opportunities. Trips with storytelling power drive brand awareness and will encourage others to seek similar travel experiences. Theme-based travel narrows the focus of a trip while simultaneously widening the appeal. There’s no reason to wait—now is the time to capture new audiences and revive old destinations! Welcome to the world of them-based travel.
Philadelphia Orchestra’s Asian Patron Tour
Philadelphia Orchestra’s Asian Patron Tour In 2016, the Philadelphia Orchestra, continuing its 50-year legacy of international cultural exchange, became the first western orchestra to sign an official Memorandum of Understanding with the Government of Mongolia. In support of the ensuing celebration, ATA was hired to create a patron trip to three countries—China, Mongolia, and Korea. We took the orchestra’s performance schedule with its complicated logistics and concerts and built an exciting and meaningful program that allowed donors to hear their orchestra play in new venues, interact with the musicians and learn about local musical instruments and traditions. They even stayed in a Mongolian gher camp for a night to extend their understanding of traditional local life. Guests described the program as: “Exciting, exotic, well-planned, colorful, fun, informative, and comprehensive.” There is no better way to connect with others than traveling together. Patrons returned home with a deeper commitment to their orchestra and the orchestra cemented key relationships.
