Jamie Biesiada
The popularity of culinary travel is undeniable.
An OpenTable survey conducted earlier this year perfectly illustrates the importance of culinary experiences while traveling: Two-thirds of respondents said they would select a destination based solely on its culinary offerings. Meanwhile, 78% said that when picking a restaurant, they prioritize ones that offer "authentic, local flavors." Over half, 52%, have flown to the country of origin of their favorite dishes.
In order to capitalize on the trend, knowledge -- and firsthand experience, whenever possible -- is key, according to Rey Alton, senior travel adviser at Travel Leaders in Houston.
Alton's earliest culinary work came when he was a corporate agent and clients would ask him for restaurant recommendations in their destinations. For the past 17 years, though, Alton has been selling leisure travel, and he has increasingly put a focus on culinary experiences for his clients.
"It's coming from the whole sharing economy, Airbnb, where people are like, 'I want to live like a local,'" he said.
Alton creates highly customized trips for his clients, including unique dining experiences. He uses a combination of his own research to find interesting culinary experiences, as well as a Travel Leaders program, In-Country Partners, to connect with locals who have recommendations. He also books clients on Travel Leaders Group's Distinctive Voyages collection of cruises that have a culinary focus.
For Alton, one of the most important parts about recommending culinary experiences to his clients is staying in the know by reading about restaurants and trends in magazines, newspapers and online on blogs and in Facebook groups. For instance, he recently read about 5.8, which bills itself as "the world's largest all-glass undersea restaurant" in Maldives, an experience he can now recommend to clients.
"The next thing, as an agent, you really need to start venturing on your own to places," he said.
Alton regularly attends food and wine festivals and makes it a point to experience the local culinary scene on his travels, like when he went to the running of the bulls in Pamplona. There, he enjoyed learning about the cuisine typical of the Basque region.
Knowledge and experience are both excellent assets for Alton to draw upon, but if they ever fail him, he relies on trusted vendors and asks lots of questions, a technique he recommended.
He was recently arranging a wine tour in France for several couples. He didn't know too much about wine at the time, but he peppered the vendor, who gave him a "crash course" on French wine. The couples loved the tour. Unbeknownst to Alton, they were members of a local wine club and he got several referrals after they recommended him.
"That's the most important thing that I would pass on to others is partner with experts, with people who truly know," he said. "Because if you try to fake it, the clients, they'll see right through you."