CRIS&KIM -THOUGHTS ON THE TRAVEL INDUSTRY

The travel sector has been through a very unexpected rollercoaster recently, but with booking levels for this summer already recovering and Spain – and the Costa del Sol – becoming the number one destination in terms of online searches and reservations, it looks to be bouncing back with gusto. Within this, however, there is a growing trend towards specialisation.

WORDS MICHEL CRUZ PHOTOGRAPHY ADRIÁN MARTÍNEZ, COURTESY OF CRIS&KIM

Cristina de Leyva and Pepequin de Orbaneja

In 2012, a small travel agency was born in the heart of Marbella that would become one of the most outstanding specialists in luxury made-to-measure excursions – and the only one in Andalucía to belong to the luxury travel association, Traveller Made. Working from the iconic blue house near the Copper Tower, where the Golden Mile and Ricardo Soriano meet, business partners Cristina de Leyva and Pepequin de Orbaneja scan the world for the most authentic travel experiences. The combination of passion for adventure and a wealth of experience in the tourist sector ensure they succeed in creating unforgettable experiences and voyages of exploration for their clients.

“We founded this boutique agency because we wanted to share not just our passion for travel, but also the wish to bring back the sense of adventure and authenticity that visiting other parts of the world should be all about,” says Cristina de Leyva. A childhood spent pouring over maps was followed by intensive travel, and now the desire to share the best places and moments with others. “In an age of mass-market packages and resorts, we create personal itineraries that are made to measure. What’s more, the destinations are more unique and unspoiled by large-scale tourism, and that makes all the difference.”

An Increasingly Diversified Market

As experts in specialist travel as well as people who have grown up on the Costa del Sol, Cristina and Pepequin know the market well, and have a clear idea about where it is going. “For some time now, the industry has been diversifying into increasingly specialist sectors,” says Pepequin. “The days when tourism in this region of Spain was simply about hotels, apart-hotels and summer ‘bucket and spade’ holidays to beachside destinations are gone. Family beach holidays are perhaps still the largest individual segment of the market, but ultimately they’re now just one of many sub-sectors that include cultural, gastronomic, adventure, nature, convention, sports, and health tourism.”

Besides being a popular place to come and relax and/or enjoy a lively summer scene, the Costa del Sol is therefore also increasingly a centre for the above segments, and in this, the appeal soon stretches beyond our coastline to also include cultural gems such as Málaga, Granada, Córdoba, Seville, Jerez de la Frontera, Cádiz and natural beauty spots such as the Serranía de Ronda, the lakes of Álora and Fuente de Piedra, the Doñana nature reserve and the Sierra Nevada. “Factor in this kind of tourism and we begin to move away from the classic market of resort hotels and summer rental accommodation,” says Cristina. It opens up a whole new segment of the market that has been further bolstered by the reaction to the recent Covid-19 crisis.

Discovering New Delights in Andalucía

Right now, Andalucía is the most sought-after region in tourism around the world, as seen in online searches and bookings, and while the Costa del Sol draws most of the attention, a growing portion is also going to city and country destinations such as those mentioned above. “People have been focusing more and more on specialist interests such as hiking, eco-tourism, culture, shopping or dining in recent years,” says Cristina, “but since the coronavirus situation hit there has also been a desire to stay away from crowded places and be surrounded by space, nature and views. People still want to relax and enjoy leisure amenities, but they are looking for spacious accommodation in places like Marbella and are also increasingly open to country options in beautiful parts of Andalucía that remain largely undiscovered.”

CRIS&KIM specialises in helping travellers explore new experiences both within Spain and internationally. From Andalucía to Argentina, Cristina ensures the journey of a lifetime. “This is what it’s all about. Modern life makes quality time and relaxation rare, so when families and friends get together they want special experiences and memories.” According to her, travel should be a journey of sensory exploration, and this is exactly what people desire these days as they deviate from the classic summer holiday experience. “People are following their interests, the excitement of exploring new things they may not have done before. Key is the spirit of exploration of new and inspiring sights and experiences. This is the essence of the sensory magic.”

Local and Exotic Flavours

Andalucia With Me is the destination management company through which CRIS&KIM offers the opportunity to see Andalucía as you never have before, and normally wouldn’t be able to. “To do this, we very often stray away from hotels and more publically accessible experiences and venture into the realm of private country estates, historic properties and rural destinations. The sensation is an immersion into the nature, culture, gastronomy and people of the region you thought you knew, but explore with fresh eyes,” says Pepequin.

For their work in lifting the veil off the hidden treasures of Andalucía and beyond, CRIS&KIM has been nominated by Traveller Made, in the category of most committed and kind business owner, as voted for by clients. As one of six global nominees in what are the Oscars of the luxury travel industry, the Marbella-based boutique agency was selected from 500 businesses around the world.

A Personal Voyage of Exploration

“People want us to surprise them in a positive sense, and this is what we work hard to do. Today’s traveller is made up of many different subgroups, but we cater specifically to that growing number of discerning tourists who want to relive the classic days of travel, not mass tourism. And, as we aren’t involved in large-scale travel and always work hard to find locations that are peaceful and off the beaten track, we tend to avoid densely populated zones,” says Cristina.

“Even when people visit major destinations such as Málaga and Marbella, they want to have a sense that they own the experience, so while many still love classic holidays on the Costa del Sol they’re increasingly willing to go off the usual itinerary a little to include more adventurous activities and locations. As long as our region is able to provide such experiences – and we have all the possible resources to do so – tourism in Andalucía and on the Costa del Sol will continue to prosper.” Avda. Canovas del Castillo, 1, Marbella. Tel: (+ 34) 952 859 113. cristina@crisandkim.com www.crisandkim.com