Polar Travel Signals a Shift in Premium Tourism as Travellers Book Earlier and Seek Deeper Experiences

Travel Trends Podcast explores how expedition cruising is evolving as travellers increasingly prioritise access, expertise and specialized experiences

 

 

TORONTO, ON – September 25, 2026 – Polar expedition travel is highlighting a broader shift in premium tourism, as travellers increasingly seek access, expertise and deeper experiences rather than scale, according to Sam Seward, President of Quark Expeditions, in the latest episode of the Travel Trends Podcast.

 

 

Speaking to Travel Trends host Dan Christian, Seward describes a market where both booking behaviour and traveller expectations are changing – from earlier bookings for Antarctica to growing demand for specialist experiences such as photography, kayaking and citizen science.

 

 

“People are looking for something that is different, something that is unique, something that they can’t necessarily do anywhere else,” said Sam Seward, President of Quark Expeditions. “And I think that is one of the real appeals of expedition travel.”

 

 

From scale to specialised experiences

 

Unlike conventional cruising, expedition travel is built around smaller vessels, expert-led experiences and access to remote destinations.

 

 

Quark is responding with increasingly specialised experiences within its expedition programmes. Its Guided Photography Program, for example, creates dedicated groups of no more than 16 guests, supported by specialist guides and Zodiac excursions. The

company is also seeing demand for experiences combining exploration with education and conservation, including citizen science and expert-led programmes.

 

 

Antarctica is being booked further in advance

 

The shift is also visible in booking behaviour. According to Seward, Antarctica is increasingly being booked further in advance and at higher average booking values, while the Arctic has historically seen more last-minute demand.

 

 

“We’re seeing people booking Antarctica further and further out. The average booking value is higher, and people are willing to commit earlier,” said Seward.

 

 

The trend points to a broader change in high-value travel, as travellers increasingly plan ahead to secure specific itineraries and experiences rather than waiting for availability or discounts.

 

 

Technology supports the experience – but does not replace it

 

Technology is also playing a growing role in expedition travel, with digital tools and data being used to make the journey more seamless and better understand guest preferences.

 

 

But Seward argues that technology is ultimately there to support – rather than replace – the human element.

 

 

“Technology can make the experience easier, but it can’t replace the people who make the experience special – the guides, the scientists, the crew and the people you meet along the way.”

 

 

For Christian, this tension between technology, access and human connection reflects a wider question for the travel industry: as travellers seek more personalised and meaningful experiences, how can technology enhance the journey without becoming the experience itself?

 

 

Travel Trends Podcast launches Season 8

 

The conversation with Quark Expeditions opens Season 8 of the Travel Trends Podcast, which launched on September 9. The new season covers polar and expedition travel, wellness, culinary tourism, Indigenous and culturally driven travel, marketing, distribution and startups, alongside its ongoing focus on travel technology and AI.