READ MORE: The sad (sometimes thankful) demise of our favourite travel trends
While some details and preferences will be given and taken into consideration, such as budget, travel dates, and interests, the general idea is travellers do not know where they are going or what they are doing for the trip until it is time to open their travel packets or until their tour guides let them in on the secret.
In the US, there are a variety of “mystery travel” experiences which are offered by specialised tour and travel agencies, such as Pack Up + Go and Magical Mystery Tours. In Britain, London-based company Journee is also seeing a rise in popularity.
In New Zealand, Air New Zealand offers a ‘Mystery Break’ where travellers choose one of four packages (Great, Deluxe, Luxury and Family), select a date and enter one place they don’t want to visit.
These experiences have gained traction because they tap into the human desire for surprise, spontaneity, and adventure. The trend appeals to a variety of travellers, from those going solo and wanting an adventure, to couples and even groups of friends who are looking for a unique way to bond.
Although it is marketed as a “mystery”, this travel trend and experience is far from random and unorganised. Travel agencies offering these services spend a huge amount of time and money to curate an experience that will fit the traveller’s preferences and interests. They also explore and invest in new ways to keep it fun and exciting for guests, from games and clues to special itineraries and discovering hidden gems.
It also removes the stress of organising the logistics of a trip, Air New Zealand’s then-GM for brand and marketing, Jeremy O’Brien, told Herald when Mystery Breaks relaunched in 2020.
“It takes the admin out of booking a holiday – you don’t have to research and plan all the separate elements – all you have to do is get on the plane,” he said.
This gives travellers the time, energy, and security to focus on enjoying the actual experience, rather than stress out over the nitty-gritty details and questioning their choices.
In general, this trend has resulted in many satisfied customers across social media, from flight passengers excitedly opening their travel packets at airports to a group of travellers cheering on an airplane after the flight attendant announces their destination.
While some are successful, other partakers have shared varying reviews about the experience.
There have been multiple accounts of disappointed guests who did not like the surprise. Their reasons vary, but the most prominent one is the destination. Because this is kept a secret until the day of the flight, a few passengers end up underwhelmed when they arrive in a city or country they are not interested in. For others, their concerns focus more on the activities not fitting their preferences, such as a traveller who prefers a laid-back holiday going on a jam-packed trip.
In 2017, a Kiwi couple were disappointed after paying $1498 for a “deluxe three-night mystery break” only to end up in a serviced apartment in Invercargill.
The trip destination and accommodation were so underwhelming the couple decided to leave for Queenstown and paid an additional $210 for a hotel.
Like any trend, mystery travel isn’t for everyone – especially if you love to know every detail about a trip. However, it can also encourage people to step out of their comfort zone and result in the most beautiful and memorable travel experiences. It’s also perfect for seasoned travellers who have journeyed far and wide over the past few years and are looking for a way to shake things up a little.
