LANDER, WYOMING—Herrmann Global is launching its second platform, Untraveled. After several years of brainstorming, dreaming, content curation, and research, the Wyoming-based destination marketing think tank is releasing Untraveled to the world.
Untraveled is a premier resource to help travelers and destinations connect and create authentic, environmentally low-impact, highly beneficial experiences. The platform will not only help travelers discover new places, it will also help them evaluate their impact on the economy, environment, and community they visit and find the best ways to have net positive impact when traveling. It will highlight Indigenous cultures, history, and unique outdoor experiences, while empowering travelers to protect these cherished destinations.
Today, the brand is a resource for travel inspiration and education; in the future Untraveled will partner with sustainable tour operators worldwide and provide booking and concierge services. Herrmann Global is currently vetting operators’ protocols to guarantee the integrity of the Untraveled brand and protection of the destinations it promotes.
Highlighting travel locations many may have never considered, such as Azerbaijan, Greenland, and Guyana, helps them benefit from the visitation of mindful travelers who are yearning for profound experiences in unforgettable locations. Based on research from Booking.com, 69% of global travelers would like to see more tourism products that deliver on experiences that are sustainable, and one third of American travelers say they will choose future travel destinations based on them being uncrowded.
The world has adjusted to communities and attractions setting carrying capacities as a result of COVID safety protocols, thus giving sustainable travel a leg up. As travel is rebuilt, these changes can continue to facilitate the superior experiences of small group sizes, fewer crowds, and reduced traffic. Tourism destinations can embrace this, and Untraveled will support it.
“We optimized the launch of this brand for now because we believe that travel will be different in the future,” said Herrmann Global Founder Florian Herrmann. “We live in rural Wyoming, a place that is rich in history, heritage, and natural beauty, and we want to protect places like our home for future generations while creating meaningful connections with visitors.”
Herrmann Global believes travelers will increasingly choose sustainable travel experiences and is embracing that trend. Right now, “sustainable travel” means a number of things in travel. While some consumers think that reusing a towel throughout a hotel stay constitutes sustainable travel, others believe that carbon neutrality is essential for reaching tourism destinations in the future.
“We see sustainable travel as a blend of mindful green travel practices and transformative experiences for travelers that educate them and turn them into stewards of the places they visit,” said Herrmann. “We would like to create and join conversations with people about appreciating wild places, historical sites, and Indigenous communities, thus showing destinations respect and facilitating a path to economic prosperity.”
At Untraveled, we understand the carbon implications of traveling, but if your trip is a pledge to have a transformative experience and it inspires stewardship in your travels and everyday life, then our work in the tourism industry has meaning.
About Herrmann Global
Herrmann Global is a strategic tourism marketing firm headquartered in the Rocky Mountains with offices in the U.S. and Germany. We are a passionate team of creative digital marketing experts providing a global perspective for outdoor and travel brands small and large. Our platforms are Visit USA Parks, which connects road trippers with America’s best-kept secrets by crafting meaningful stories about small to midsize destinations, and Untraveled, which connects world travelers with places that are lesser known, with an emphasis on respecting indigenous cultures and understanding the negative effects of over-tourism. Learn more at herrmannglobal.com
