How the Transformation Economy Is Redefining Tourism with Jake Haupert and Joe Pine

Jul 9, 2025

Guest

Jake Haupert

Guest

Joe Pine

Join Joe Pine, renowned author and co-founder of Strategic Horizons, alongside Jake Haupert, co-founder of the Transformational Travel Council, as they delve into the transformational economy reshaping tourism. They discuss the shift from surface-level travel experiences to deeper, meaningful journeys that promote personal growth. Learn how this evolution can bridge sustainable tourism and real behavioral change, fostering connections with ourselves, each other, and nature. Discover why this movement is not just a trend, but a fundamental rethinking of travel's true purpose.

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INSIGHT

Transformation Economy Emerges

Transformation economy follows the experience economy, focusing on how experiences change people.
People now buy based on the effect on themselves and impact on the world.

ANECDOTE

Jake Haupert’s Transformational Journey

Jake Haupert started by guiding in national parks to connect people with nature and each other.
After realizing travel's potential for impact, he co-founded the Transformational Travel Council.

INSIGHT

Experiences Drive Change

Personal change happens only through experiences we have.
Experiences can be designed to intentionally change people according to their aspirations.

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We’re thrilled to conclude our Season 5 In-Destination series with a truly thought-provoking conversation featuring Joe Pine and Jake Haupert - two visionaries shaping the future of travel.

The future of travel is undergoing a profound transformation - shifting from curated experiences to a deeper focus on personal growth and self-discovery. At the heart of this evolution lies the emerging Transformation Economy, a $208 billion market shift that is redefining what travelers value and how the industry delivers on those expectations. In this week's episode, Experience Economy pioneer Joe Pine and Transformational Travel Council co-founder Jake Haupert discuss why this movement is far more than a passing trend - it’s a reimagining of travel’s true purpose.

Transformational travel stands apart from traditional tourism. It’s not about fleeting moments or checking off bucket-list destinations. Instead, it’s a holistic journey that unfolds in three essential phases: intentional preparation, immersive experiences, and meaningful reflection. Without this complete arc, the potential for lasting change often fades once travelers return home.

Joe and Jake argue that transformation is the missing link between the ideals of sustainable tourism and real behavioral change. It’s a pathway to deeper connections - with ourselves, with others, and with the natural world.

For travel businesses, this shift demands more than surface-level adaptation - it requires a fundamental redefinition of their mission. Joe challenges providers to see themselves not merely as hosts or experience creators, but as facilitators of personal growth. Those who embrace this role will unlock greater value - not just for travelers, but for communities and their own organizations.

As we look to the future, travel has the potential to return to its most sacred role: a vehicle for human flourishing. In a world increasingly dominated by digital interaction, real journeys offer the space to slow down, reconnect, and grow. Transformation, not transaction, will define the next era of meaningful travel.

👉 Listen to How the Transformation Economy Is Redefining Tourism Now

🔥 Season 5 Title Sponsors: TravelAI, Stay22, Propellic, Flight Centre, Collette, Flywire, Traveltek and Protect Group

The #1 B2B Travel Podcast Globally. Over 100 Episodes. Listeners in 125 countries. New Episodes Every Weds. Season 5 In Progress.

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