Eat, Pray, Love and Travel: Movie Inspires New Travel Trend

If you are looking for a new marketing and sales opportunity take a look at the new Julia Roberts movie Eat Pray Love that is inspiring longer, less structured vacations to Italy, India, Indonesia and beyond, Amadeus reports. The firm says agents can capitalize on the new wanderlust sparked by the film.

“Eat Pray Love,” the summer blockbuster hit based on Elizabeth Gilbert’s bestselling memoir, has spawned a downpour of merchandising spinoffs—ranging from a trio of fragrances (do you feel like spritzing “Eat” or would you rather exude “Love”?) to a special Republic of Tea blend to a Home Shopping Network line inspired by Robert’s bohemian outfits in the movie, Amadeus notes.

Some savvy travel providers are already getting in on the action, too. Amadeus customer STA Travel, the official partner of the movie, recently launched “Eat Pray Love” journeys, ushering consumers in search of life-altering experiences to Italy, India and Indonesia, the destinations where Gilbert herself metamorphosed from depressed urbanite to enlightened yogi.

The most obvious “Eat Pray Love” inspired journey would be tours of the “three I’s”: Italy, India or Indonesia—or all three. Agents can arrange romps in Rome, explorations of India and blasts in Bali by sending travelers on tours packed with fun, local activities and booking air, hotel and tours on the Amadeus Selling Platform.

Amadeus’ top picks include:

Eat: “Taste of Italy Food Tour to Chianti and Umbria”
Travelers can sample wines, cheeses, salami, olive oil and other local specialties in Rome. The grand finale is a visit to the hilltop town of Montepulciano.

Pray: “Gandhi’s Delhi Small Group Adventure Tour”
Guests can get into the Gandhi groove and pay homage to messages of non-violence and truth by exploring the life of this Indian legend in Delhi, in addition to say a prayer at the Yamuna River where Gandhi was cremated.

Love: Ardor-Filled Adventure at the Bulgari in Bali
Guests who stay at the Bulgari Resort in Bali will be located near the village of Pecatu, with cliff views of the Pura Luhur Uluwatu Temple. A private villa features outdoor showers, an open-air living room and architecture built from volcanic stones.

“While travel to the “three I’s” might increase due to the success of “Eat Pray Love,” the movie (and book) isn’t necessarily about making a mad dash to Italy, India or Indonesia. Instead, the message is about finding one’s self on foreign soil. Amadeus suggests agents encourage travelers to embrace decadence in Nice, Nepal, Sonoma or anywhere where the cuisine is prominent, as well as help them rediscover their spiritual side in Israel, Ireland, or wherever the houses of worship most intrigue them. As for love, Amadeus says agents can do the matchmaker’s job and suggest they go somewhere exotic to relish in new experiences.

“With the right travel agent tools, you can create life-changing trips for your customers,” says Betty Balli, manager of travel agency marketing for Amadeus North America. “Take the stress out of travel planning logistics, so they can take in the sights, scents, sounds, tastes and textures of their vacations. Then, you’ll be the one they really love!”



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