Don’t expect Instagram to deliver the travel experience right for you. Social media is somewhere that, more often than not, highlights an idealized version of travel experiences. We’ve all heard of the ‘Instagram vs Reality’ concept, where a destination looks perfect on a screen but completely different in real life. Where curated content — perfectly timed sunsets, flawless landscapes, and posed moments of joy — can create unrealistic expectations that leave people disappointed when their actual experience inevitably doesn’t match up. That’s why travel experts are so important because they see through the superficiality of Instagram and allow you to have opportunities that will afford true exploration and personal growth.
Thankfully, the world is open for travel once again. Traveling can broaden our horizons and make space for people to become more open-minded. How can travel give us the opportunity for personal growth? What are some ways that travel can help us become better human beings? As a part of our series about “How Traveling Can Help Us Become Better Human Beings”, I had the pleasure of interviewing Julia Carter is the Founder of Craft Travel.
From a very young age, it became apparent that Julia, like her father before her, felt the strong pull abroad to explore the world’s most remote and fascinating destinations. In a household where every vacation was an “inspection trip” and weekends were spent stuffing glossy travel brochures into envelopes, she felt fairly certain her future was with the family business.
Julia received her combined undergraduate and postgraduate honors degree at the University of Miami in Latin American Studies with a focus on political economy. She worked at both Brazil Nuts Tours’ Naples headquarters and Rio de Janeiro local office, living in South America before beginning a career in private banking which sent her back and forth to Brazil for many years.
After several years living in Spain, Julia eventually returned to the family business and was responsible for the relaunch of Brazil Nuts as Craft Travel, expanding the company’s portfolio of destinations worldwide and increasing Craft’s presence in Africa, Asia and Europe. Julia is currently living with her young family in Cape Town, South Africa.
OK, thank you for all of that. Let’s now shift to the core focus of our interview about wellness destinations. Let’s dive deeper into these together. Based on your research or personal experience, why do you think travel can lead to better wellness? Can you share a story?
This is an easy one: travel keeps you young! Look at any older person who travels frequently; you will undoubtedly find that they are more mobile, energetic, and enthusiastic than their peers.
My father just turned 70 years old and now spends 60–70% of the year traveling the world. He bought a house on a small island in Greece and uses it as a base to explore Europe. This summer, he will be taking a French immersion class in Paris for two weeks. He road-tripped through Namibia last October after visiting me and my family in Cape Town.
Not only does he look significantly younger than 70, he feels exactly the same as he did 10, 20, or maybe even 30 years ago. I can’t see much of a difference and neither can he.
In the same way that doctors will tell you crossword puzzles are exercises for the brain, I think traveling is an exercise for the soul. It expands your horizons, your understanding of the world, and ultimately of yourself. It’s a muscle you must train, and this goes for travelers of all ages. In fact, this is why we had our two young daughters traveling extensively from birth!
What are a few things that distinguish your property from thousands of wellness properties around the world?
At Craft Travel, we do not offer just one property, but access to many of the top accommodations around the world that are personally vetted by our team of wellness-minded women (and moms).
There are so many iconic wellness properties in Switzerland, Bali, and Southeast Asia that need no introduction. We, of course, provide our clients with experiences to these places but when a traveler is open-minded, we try to incorporate destinations that are less on the radar or that one might not necessarily equate with wellness travel.
To me, Africa offers some of the most compelling and innovative wellness programs in the world. We often say that nature does all of the heavy lifting on a wellness journey to Africa, as simply looking outside and breathing in the air will instantly invigorate you.
Sterrekopje is the perfect example of this. Sterrekopje is a wellness retreat in the Winelands of South Africa, focused on regenerative healing and resting, and founded by two women who built it as their own personal oasis that they now share with others. Unlike many wellness properties, the idea here is not to keep busy with various treatments or life-changing activities.
Yes, they have a small but exceptional spa, with one ritual included daily. But guests are encouraged to master the art of doing very little. Sterrekopje’s hosts curate a selection of books for you that are left in your room to enjoy. The property’s grounds boast some of the most impressive gardens imaginable, made even more magnificent thanks to the backdrop of the breathtaking Simonsig mountains. Some of the continent’s best restaurants and wine farms are just a bike ride away and you are free to enjoy them — although, with delicious and healthy homemade meals included in your stay, you may never want to leave!
Nothing refuels the soul quite like an African sunset either, and the Continent becomes even more life-changing when travelers experience safari. The number of exceptional safari camps with spas only continues to grow, but something we ladies at Craft Travel are particularly excited about is the newly opened Kateka Safari Lodge, which opened earlier this year. Here you’ll experience the best Big Five safari in the Greater Kruger Area along with all of the facilities of a traditional wellness retreat. As someone who goes on safari eight to ten times a year, the ability to now marry the never-fading excitement of a game drive with the restoration of body and mind is game-changing.
What type of experience do you want your visitors to have when they visit?
We always say that when it comes to travel, there is no luxury without logistics. We want our travelers to arrive at their destination and never have to think twice about anything. Every last detail has been taken into consideration and nothing should be left to chance, though they should always know that there is total flexibility should they wish to deviate from the plans.
To me, this is what allows for a restorative getaway, regardless of how active they intend to be. We remove all stress points so their mind can be focused solely on fulfillment, whatever that may mean to them.
What makes your property a beautiful escape for a body and mind recharge?
At Craft, we know from first-hand experience that wellness will manifest itself in different ways throughout various stages of your life. For example, the ultimate “recharge” holiday for me these days means a fitness center and Pilates gear coupled with a killer kids club.
This was my experience with the recently opened One&Only Kea Island: the relaxation (and accomplishment) I experienced from getting in my favorite type of workout and enjoying an adults-only pool while my kids were happily supervised was something I hadn’t felt in years.
Yet at other points in my life, wellness would’ve meant a multi-day detox program or a CrossFit-style gym. And I certainly wouldn’t have ever noticed a kids club, unless it was on behalf of a client. Maybe after a few more years of motherhood, I’ll be ready for a silent retreat!
And this is only covering the tangible element. What perhaps most fills my cup is enjoying a sunset alongside my husband with a rosé in hand. Does it fuel my body? Obviously not, but it sure does overwhelm me with a sense of gratitude that strengthens my soul.
Can you share any transformative stories or testimonials from guests that have visited
Traveling is like a drug — addictive — as many of our clients find themselves returning for more journeys that are fueled by a passion for exploration and self-discovery.
I once had a client visit the remote corners of Patagonia in Argentina. She stayed at a charming and authentic estancia located in Los Glaciares National Park. She went on a hike to a scenic viewpoint from the property and was overwhelmed by the sheer beauty.
She was moved to tears. The colors and layers of nature’s canvas were a very powerful experience for her.
Why do you think the experience you offer is so needed nowadays?
The obvious answer is that we all live in a fast-paced world that is overly plugged in but not truly connected. Of course, this is true, but I think the answer is more complex.
So much of travel has become an expression of instant gratification: you scroll social media, you see captivating content that either a friend or influencer has shared, and you feel an impulse to have the same experience. You book the trip and arrive at the destination but the streets are crowded, the restaurants feel gimmicky, and the guided tours feel contrived. It looked great on paper but it was not what you were looking for or what you needed.
What we are trying to provide clients with is something that is personalized to them, something that speaks to their soul and what this getaway means at this particular moment in their lives. And this typically means exactly the kind of experience you will not be able to find on Instagram. Maybe it’s an off-the-radar retreat, or maybe it’s just a guide who is so old-school that they refuse to have a website.
Our clients trust that the best experiences, or even properties, are not necessarily the ones with the best images or marketing material. They trust that we will curate an itinerary for them that delivers the bespoke mix of ingredients needed to truly unwind.
Do you think travel enhances our mindfulness, optimism, or sense of gratitude? How? Can you please explain with an example or story?
Travel always reminds me of how remarkable our planet is.
William Shatner recently said that when he traveled into outer space, he thought he would feel excitement and awe but ultimately just felt depressed as he realized how Earth is an oasis within a galaxy of nothingness and, sadly, so few of us fully appreciate what we have.
Despite the world’s daunting issues, the beauty of each part of it never ceases to amaze me. I’m always overwhelmed by a sense of gratitude in considering the miracle of it all.
What are your “5 Habits You Should Develop In Order Make Travel Into An Opportunity For Wellness & Personal Growth?”
1. Book a trip on a whim! I am the ultimate planner and researcher, but every once in a while I impulsively pull the trigger on flights just because the pricing is great. Or book a villa without having any idea where the town is just because something about the property speaks to me — the latter of which resulted in me being in the most charming spot in Puglia, from which I am currently responding to your questions! Spontaneity keeps you on your toes and forces you to be flexible. Sometimes without so much anticipation and expectation, we find ourselves more able to live in the moment, which ultimately leads to more gratitude.
2 . Don’t expect Instagram to deliver the travel experience right for you. Social media is somewhere that, more often than not, highlights an idealized version of travel experiences. We’ve all heard of the ‘Instagram vs Reality’ concept, where a destination looks perfect on a screen but completely different in real life. Where curated content — perfectly timed sunsets, flawless landscapes, and posed moments of joy — can create unrealistic expectations that leave people disappointed when their actual experience inevitably doesn’t match up. That’s why travel experts are so important because they see through the superficiality of Instagram and allow you to have opportunities that will afford true exploration and personal growth.
3 . Eat everything and walk it off. Travel is not the time to be unnecessarily restrictive. Eating and walking are the two best ways to truly explore any destination. Everyone’s heard the story about how you can travel to Europe or go on safari, eat copious amounts of food, and somehow not gain weight. This is my personal experience as well, and even if it weren’t, I would not want to sacrifice the joys of local cuisine simply out of worry for my waistline. And I also don’t fuss about my normal preferences. For example, I won’t touch cow’s milk at home but when in Italy I will not humiliate myself by ordering a cappuccino with almond milk… even if it is before 10:00 am! Somehow my stomach survives and it tastes like magic in a cup.
4 . Always try to engage with the local culture when traveling for a more genuine experience. At Craft, we take pride in organizing opportunities for our clients to engage with locals, which leads to a deeper appreciation of diverse customs and lifestyles. This not only broadens horizons but also nurtures empathy towards different cultures and fosters a sense of gratitude for our own experiences. For instance, we arranged a home-cooked meal for our client with a Berber family in a traditional village in the Atlas Mountains of Morocco. These villages, characterized by simple mud-brick houses where multiple generations live together, offer a glimpse into a communal way of life. Despite the humble surroundings, the locals’ warmth and hospitality deeply moved our clients. Seeing how the locals lived in such simplicity and happiness gave our clients a sense of gratitude, as well as a desire for more meaningful travel experiences.
5 . Be open to solo travel. Step out of your comfort zone and embrace solo exploration. This will allow for self-discovery and the chance to explore your own interests without external influences. Being a mother and wife, one may assume my opportunities are limited for solo travel. But, due to work commitments, I find myself on educational journeys on my own. While these trips are job-related, they offer invaluable moments for introspection. The moment I feel most reflective is during an African sunset and during that moment, I don’t have any children asking for a snack!
Based on your experience, where do you see the future of wellness travel heading in the next 5–10 years?
Travelers are becoming increasingly discerning when it comes to wellness travel and hospitality brands are following suit. For example, more are offering wellness programs that include local traditions, nature-based activities, and sustainable practices. I envisage that we’ll see more resorts featuring farm-to-table dining experiences, guided mindfulness and meditation treats, and fitness programs that are tailored to individual health goals. As technology advances too, hospitality brands will be able to offer more precise wellness personalization such as biometric-based health assessments. We’ll start to see even more of a shift towards a concept of travel that prioritizes genuine well-being, with a strong emphasis on sustainability and authentic and life-enhancing experiences.
Based on current trends, the future of wellness travel in the next 5–10 years looks set to become more personalized, holistic, and immersive. Travelers are increasingly discerning, seeking not just relaxation but transformative experiences that cater to their physical, mental, and spiritual well-being. Hospitality brands are responding by offering customized wellness programs that integrate local traditions, nature-based activities, and sustainable practices. For example, we can expect more resorts to feature organic farm-to-table dining, guided mindfulness and meditation retreats in serene natural settings, and fitness programs tailored to individual health goals. Additionally, advancements in technology will enable more precise personalization, such as biometric-based health assessments to curate unique wellness itineraries. Ultimately, wellness travel will evolve to prioritize genuine well-being over superficial luxury, with a strong emphasis on sustainability and authentic, life-enhancing experiences.
We are very blessed that some of the biggest names in Business, VC funding, Sports, and Entertainment read this column. Is there a person in the world, or in the US, whom you would love to have a private breakfast or lunch with, and why? He or she might just see this, especially if we both tag them :-)
I have the ultimate girl crush on Serena Crawford. She is the most glamorous South African woman living her best life in her late 60s, traveling the world and highlighting everything from culture to fashion to history.
She has an immense following but if you look at her Instagram profile, the page is completely uncurated: it’s a random assortment of her thoughts and daily experiences traveling the globe. But her commentary is so insightful and authentic, and her travels are nothing short of remarkable.
I am so inspired by her point of view and willingness to be her own person. I’d love nothing more than to sit down to high tea at the Belmond Mount Nelson in Cape Town (or whichever impeccable spot she’d inevitably choose) to chat with her!
How can our readers further follow your work online?
Readers can follow us on Instagram at @Craft.Travel where we share all of our professional and personal journeys!
Thank you for these really excellent insights, and we greatly appreciate the time you spent on this. We wish you continued success.
About the Interviewer: Wanda Malhotra is a wellness entrepreneur, lifestyle journalist, and the CEO of Crunchy Mama Box, a mission-driven platform promoting conscious living. CMB empowers individuals with educational resources and vetted products to help them make informed choices. Passionate about social causes like environmental preservation and animal welfare, Wanda writes about clean beauty, wellness, nutrition, social impact and sustainability, simplifying wellness with curated resources. Join Wanda and the Crunchy Mama Box community in embracing a healthier, more sustainable lifestyle at CrunchyMamaBox.com.
