It's innovative thinking, dynamic in their presentation and flexible in their response
Kate Bowman, Sunday Times Travel Magazine
Launch Release
Launch Release
The life enriching global travel trade show
16-19 November 2009 MARRAKECH
LifeExperiences
By inspirationonly
FOR IMMEDIATE RELEASE
The Only Focused
Experiential
Travel Market
PURE Life ExperiencesTM - Marrakech November 2009 - to tap into
the fast growing US$40bn market of Experiential Travel
Beyond Luxury Media Ltd,led by Serge Dive and Sarah Ball,reveals the launch of a new up-market travel
trade exhibition.This new event will be promoting exclusive meetings between the world's finest private
travel designers and suppliers in experiential travel. The event will take place in Marrakech, 16-19
November 2009.
Exhibitors will include:
LODGES & RETREATS | DISCOVERY JOURNEYS | WILDERNESS EXPERIENCES | SOFT &
EXTREME ADVENTURES | GASTRONOMIC & CULTURAL ESCAPES | EVENTS & FESTIVALS
"Already worth an estimated US$40 billion and growing by 10% a year, experiential travel is a niche yet lucrative area
of the travel market and one which is fast becoming one of the most dominant.With this show we are creating and
organising a new marketplace and that is very exciting" claims Serge Dive, CEO & Founder.
In contrast to the stereotypical adventure travellers of past decades, typically in their 20's with little money, the new
millennium adventurers or experiential travellers are mature and aged between 35 and 60. They have plenty of
disposable income but they are conscious of both the scarcity of their leisure time and their mortality.These ‘executive
global nomads' are used to travelling the world on business and are mostly self-made millionaires.They seek truer, more
adventurous, more responsible and more ‘beyond the ordinary experiences', all without sacrificing any standard of
comfort or safety.Their leisure quest is no longer to go on holiday, read a book by the pool and relax from the pressure
of their job. It is to embark on journeys that will transform and allow them to connect better with the world, nature
and loved ones, as well as to come back and tell the tale.
"These customers, predominantly baby boomers, are realising that they have reached a critical crossroad in their lives.
They have their health and the money to realise their childhood dreams.To find and live the unique, über off the beaten
track experiences, ‘transumers', as they are now called, are ready to pay very dearly and this demand is expected to
grow exponentially in the near future" added Serge Dive, CEO and Founder.
According to American Express 85% of boomers see their retirement as a time for ‘learning and self-discovery', 65%
for ‘reinventing oneself' and 51% for a ‘new beginning'.Lonely Planet also discovered that 90% of the 24,500 travellers
they surveyed last year say that travelling in a low-impact way is the way they want to go.
"Many feel that there are too many general travel industry events.The reality is, there are not enough clearly focused
events, cost efficiently serving particular market segments. PURE Life ExperiencesTM is an event clearly focused on
showcasing only the finest and purest in experiential travel" comments Sarah Ball, Director and Co-Founder. ‘We
define experiential travel as -'A journey away from home, involving a truly memorable and powerful experience
(active, cultural, natural, social or spiritual) that will enrich a person's life and improve the way they connect with both
loved ones and with the world'.
CONTINUED
PURE Life Experiences |16-19 November 2009 | Marrakech | Palais des Congrès | 16 Conference | 17-19 Meetings
The carefully selected participants will pre-schedule 42 appointments for the 3-day trade event, whilst also making use
of allocated free networking time during the show to meet people on an ad hoc basis outside of their appointments.
PURE Life ExperiencesTM will also host three enchanting cocktail functions in exquisite locations around Marrakech,
further facilitating interaction amongst all participants through into the evening. PURE Life ExperiencesTM is about
creating memorable, shared experiences that will form a bond, facilitating business relationships for all delegates.
Preceding the 3- day trade event PURE Life ExperiencesTM will annually host a one-day conference on sustainable travel,
animated by inspiring opinion formers. "The policy we want to radiate and transpire into the fabric of PURE Life
ExperiencesTM is High Emotion. Low Impact", added Sarah Ball, Director and Co-Founder.
To make PURE Life ExperiencesTM an experience to remember, it will take place in the magical city of Marrakech, a place
of fascination for hedonists and idealists. If Yves Saint Laurent, the Beatles, Led Zeppelin and the Rolling Stones rubbed
shoulders with William S Burroughs only a few decades ago,today it attracts a new generation of wealthy and bohemian
bourgeois who are attracted by the city's incredible and mysterious feel, beautiful riads, delectable food and true sense
of culture.
Note for the Editors:
Experiential travel, as defined by the organisers, is:
'A journey away from home, involving a truly memorable and powerful experience (active, cultural,
natural, social or spiritual) that will enrich a person's life and improve the way they connect with both
loved ones and with the world'.
PURE Life ExperiencesTM will take place 16 -19 November 2009
in Marrakech, Morocco.
It is organised by Beyond Luxury Media Ltd.
For further information please contact:
Sarah Ball, Director & Co-Founder
e: sarah@purelifeexperiences.com
m: +44 7957 430808
Download our brochure at:
www.PURELifeExperiences.com/inspireme.pdf
t: +44 207 117 6037
All about Serge!
CEO of Beyond Luxury Media Ltd., Serge Dive was the Founder and former CEO of International
Luxury Travel Market, largely acclaimed to be the world's most successful and efficient show for the
travel trade. He sold the business to Reed Exhibitions in 2005 and launched with them the award
winning Asia Luxury Travel Market in Shanghai, considered to be the leading travel event in Asia Pacific.
Serge Dive continues to consult for the luxury travel portfolio of Reed Travel Exhibitions as well as
being on the Advisory Board of the Kiwi Collection, a major luxury online retailer. He is also a
non-Executive Director for Hurun Report, a leading luxury publication in China, a travel and luxury writer for numerous
publications and a Jury member for US based Forbes Traveler, in charge of nominating the world's best hotels.
All about Sarah!
Director of Beyond Luxury Media Ltd., Sarah firmly established her reputation in the travel industry
as Marketing Manager for International Luxury Travel Market. Here she was largely credited for
successfully masterminding the presence of the world's top luxury buyers during the first 5 years of
the show. She then went on to lead the marketing drive for luxury adventure watch brand, LINDE
WERDELIN, before joining Beyond Luxury Media Ltd. to Co-Found PURE Life ExperiencesTM. Sarah's
feet have naturally landed her back, close to her passion, in the world of travel. Buyers are already
knocking at her door to secure a spot for November 2009.
LODGES, RETREATS AND EXTREME HOTELS | DISCOVERY JOURNEYS | WILDERNESS EXPERIENCES | SOFT & EXTREME ADVENTURES | GASTR
By inspirationonly
LTURALESCA| TS & FESTIVALS
The life enriching global travel trade show
16-19 November 2009 MARRAKECH
LifeExperiences
PURE Life Experiences
Beyond Luxury Media Ltd
19 Hillgate Street
London W8 7SP
t: +44 (0) 207 117 6037
f: +44 (0) 207 657 3235
e: inspireme@PURELifeExperiences.com
w: PURELifeExperiences.com
