THE TROUBLE WITH COOKIE-CUTTER ITINERARIES

One of the things I notice quite often when people first get in touch about a trip — particularly when they’re looking for a tailor-made itinerary - is that they’ve already had a few quotes. They’ve usually done exactly what sensible travellers do: they've done a bit of research, spoken to a couple of companies and looked at a few suggested itineraries.

And yet something isn’t quite clicking.

Sometimes they can’t quite put their finger on why. They’ll say things like:

“I know this is usually a four-day stay…” or “I think this is the route people normally take.”

Which is usually my first clue that what they’ve been sent is a fairly standard itinerary - what you might politely call a cookie-cutter version of the trip.

And to be clear, there’s nothing inherently wrong with that.

Why many itineraries look similar

Tour operators tend to design trips around routes that work well in practice.

Airports that connect easily. Driving times that are manageable. Places that sit neatly together geographically. Hotels that reliably deliver a good experience.

Over time those combinations become well-established routes. They work smoothly and they suit a lot of travellers. They also make it much quicker to turn quotes around, which is helpful — although it doesn’t always produce the most imaginative itineraries.

Which is why you’ll often see very similar itineraries appearing in different quotes.

It’s rather like certain classic recipes. They’re popular because they work.

But not everyone wants the same meal.

When the “standard” trip doesn’t feel right

Every now and then a traveller reads through an itinerary and has a slight sense that something feels… off.

Perhaps there’s a lot of packing and unpacking. Perhaps there’s a destination included mainly because it’s “on the way”. Perhaps the pace feels a bit more energetic than the holiday they had in mind.

None of these things are necessarily wrong. For some people that kind of trip is exactly what they want. Others would prefer to slow things down a little.

And that’s where a bit of conversation usually helps.

The things that actually shape a good itinerary

When I’m helping someone design a tailor-made itinerary, the starting point isn’t usually a map. It’s a chat.

Who’s travelling? How do they usually like to holiday? How much moving around feels exciting rather than exhausting?

Travelling with teenagers, for example, tends to produce very different answers to travelling as a couple. (Teenagers, I’ve noticed, have a surprisingly low tolerance for scenic five-hour drives.)

Small changes that can make a big difference

Often the adjustments are quite simple.

Staying an extra night somewhere rather than moving on quickly.

Focusing on one national park rather than trying to cover several.

Adding an interesting stop between two very different parts of a trip so the journey feels more gradual.

None of these are dramatic changes. But they can completely alter the feel of a holiday.

Starting with the people, not the template

In fairness to the templates, they’re a perfectly sensible starting point.

But the trips that tend to work best are the ones that evolve from a conversation about the people taking them.

What they’re curious about.How they like to travel.Whether they want adventure, relaxation, or — ideally — a bit of both.

Once those things become clear, the itinerary usually starts to shape itself.

And occasionally it can end up looking quite similar to the “standard” version after all — just shaped around the people taking the trip.

Do get in touch if you'd like to discuss your future travel plans.