Where do you plan your company strategy – on an iceberg, maybe? How much of your networking takes place underwater? The answer is probably ‘no’, and ‘none’ – because for an industry centred on exploration, much of our business traditionally takes place in the boardroom (or, if we’re lucky, the nice coffee shop down the road).
But, as Skift pointed out in their 2017 Megatrends report, the line between business and creativity is increasingly blurred; across industries, meetings are becoming festivalised. With live acts, eclectic food offerings, activities including yoga and cookery courses, and in one case an actual festival, we like to think that Beyond Luxury Media events are ahead of the curve; but in our mission to purge the pedestrian, eliminate the mundane and make good on our pledge that travel really can Change Worlds, we decided to take things one step further…
That’s why in March last year we hauled 18 of experiential travel’s finest minds out of their comfort zones and into the snowy depths of Iceland for a ‘work trip’ like no other: the first in a series we call PURE Pursuits. With no idea of the itinerary, all our pioneering challengers were told was what to pack (and that didn’t include their egos) – certainly no undertaking for the faint-hearted. In the land of fire and ice they touched base off-road, hit the ground ski-dooing, took a dive into blue sea thinking and got (their ice-axes) stuck into new ideas.
The Pursuit’s early mornings, action-packed days and excitable late nights make up a schedule designed to catalyse new connections and spark accidental conversation. Participant-curated-and-led, seminar-like discussions, moderated by Beyond Luxury Media founder Serge Dive, are inspired and enhanced by a physical journey conceived to change your perspective, free your mind, reinvigorate your passion for travel and ignite lifelong bonds with your fellow challengers and industry peers.
As challenger and co-founder of Black Tomato, Tom Marchant, put it, “It was the perfect combination of confirming why we do what we do (as embodied by the outstanding experiences we had – from glacier hiking to diving between tectonic plates), while seeking to determine how we can be better at what we do and to drive new ideas within the industry that we all operate in. These discussions started and ended the day over wonderful meals and saw conversations continue throughout the day and long into the night.
“PURE Pursuits wanted to spark ideas amongst us. They did more than that. They lit fires under us that continue to burn long after the trip ended and will fuel how we operate our businesses and contribute to the industry long into the future.”
A year on, and the wild is calling once again: this time we’re gathering a band of visionaries for a journey laced with the pioneering spirit of the Wild West. From canyons to rapids, mountain peak to valley floor, come June we’ll embark on a voyage requiring persistence, self-reliance, individuality and collaboration, all in the pursuit of unearthing creative, future-focused solutions and ideas set to change the travel industry and beyond.
Applications for PURE Pursuits have now closed, however, you can register your interest for the next PURE Pursuits here.