Life on Earth appears to be changing structurally. And Luca Palmero, owner of a unique bed and breakfast in Italy, says travel is the perfect place to discover new ways of seeing the world. At his B&B, on a UNESCO site with breathtaking views of the harbour far below, new perspectives are arising. This is his story.

The village of Trebiano in Italy is home to two historic houses or suites where visitors can stay. The Boutique B&B called HomCom that includes them, is located in the province of La Spezia. High up in the Italian region of Cinque Terre and on the Italian Riviera. So far, it all sounds very normal: a must-see location for every curious traveller. But, in his career as local entrepreneur, professional sommelier and chef, founder Luca Palmero had experienced the impacts of over-tourism on local communities. He felt it was time for a change.

New Travel

So, for Palmero it was a logical step to move to a more conscious way of hospitality. And a new type of travel. To take the opportunity to be part of the change. A change that can help create a different way of looking at life, and especially travel. “We will understand the new perspective with which we can look at the world, if we start looking for ‘Joy’ and not ‘Pleasure,’” he said.

“We are at the dawn of a revolution. One that sees travel as an important means of change for ourselves and for the entire world,” he said. He added: “It is our responsibility to take part in this change. So, we need more conscious travellers, as much as we need more conscious and welcoming hosts.”

“We are at the dawn of a revolution that sees travel as an important means of change. For ourselves and for the entire world.”

HomCom in Italy invites people to review their old perspectives

Suspended Coffee

That’s why HomCom opened its doors in 2018 with what the website describes as a more ‘old-fashioned’ approach to hospitality. “We welcome our guests in our home, and take responsibility for their well-being during the time they choose to spend with us,” Palmero said. “In this way we hope to give Hospitality back the sacred dimension it once had.”

At HomCom people can also settle their bill in a ‘pay it forward’ way. It is inspired by the Naples custom of buying a caffè sospeso (suspended coffee). “At HomCom we invite our guests not to pay for their stay, but to consider their payment as a gift for someone else,” said Palmero.

The social custom is said to have originated during World War II. Around that time in the cafes of Naples, customers paid for an extra cup of espresso. It was for someone else who could not afford it.

Consumer Product

The HomCom site refers to an ancient Chinese proverb. It goes a little like ‘He who returns from a journey is not the same as he who left.’ And said Palmero: “We see travel as an important opportunity to meet the ‘New,’ the ‘Other.’ This holds in itself the potential of a life-changing experience.”

“The least we can do is abandon the vision that portrays the journey as a consumer product. And go back to thinking about it, living it,” said Palmero. “As an experience that makes us rediscover the flavour of adventure, which pushes us back to explore the unknown. And above all, which encourages us to merge with the ‘different’ or ‘other.'”

“At HomCom we believe that travel is a privilege, and as such comes with responsibility,” he concluded. “Every place can be seen from different angles. Everyone sees, hears, feels, depending on their own sensitivity. It is our pleasure to show the region from our point of view, but according to someone’s sensitivity.”

“The least we can do is abandon the vision that portrays the journey as a consumer product. And go back to thinking about it, living it.”

New Travel around the world: A few examples

The Transformational Travel Council is on a global mission to help create a more conscious approach to travel. By helping us change our focus to a more holistic or inclusive one. Plus, by enabling changes in the way we travel, live and behave with each other and the planet.

California-based Earthtones is one of the newer sustainable, regenerative and transformative travel companies. It invites us to change the question ‘where shall we go,’ to ‘why should we travel?’ The company has a network of nature guides, conservation experts, local experts and destination specialists. “Recent times have taught us so much. How travel is a privilege, how nature nourishes our well-being. And how awe, wonder, and transformation are not exclusive to remote, far-flung destinations,” founder and CEO Justin Randolph said. “But, they can be found in our backyards and the ‘nearby faraway’ places. Places all around us that we hardly knew existed, had we only looked the right way….To us, it all begins by asking ourselves ‘Why’ instead of ‘Where,’ when it comes to travel.”

Meanwhile, larger institutions such as the World Travel and Tourism Council (WTTC) are providing novel solutions. Take their Destination Stewardship framework for a shift in focus for destination authorities. It is based on smart use of shared resources. When local communities and travellers work together instead of pursuing self-interest, everyone wins, the council says. It believes that the travel sector ‘can and should make a positive contribution to the communities on which it depends. While protecting cultural and natural heritage.’

“Recent times have taught us so much. How travel is a privilege, how nature nourishes our well-being. And how awe, wonder, and transformation are not exclusive to remote, far-flung destinations.”