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It was way back in 1966 when founder George Butterfield, together with a few friends launched Butterfield & Robinson (B&R) as a way to share time together while enjoying their enthusiasm for travel and fitness activities. Designing, planning and guiding trips for over 50 years, the Canadian-based company, best known for pioneering the concept of luxury cycling vacations in Europe, was built on the mantra “slowing down to see the world” and according to Laura Benn, B&R sales manager that has been their guiding mantra ever since.

Decades of Creating Authentic Local Experiences
Decades of experience and on-the-ground research has resulted in B&R being able to design programs that combine the best biking and walking routes with unique local experiences. “Access to authentic experiences is the bread and butter of B&R,” says Benn. “Our tours venture far off the crowded tourist track, instead taking the path less traveled to find the most authentic local cultural, artistic and culinary experiences possible.”

Just three examples of many:
• The 6-day Sicily Walking trip offers travelers an invitation to visit a local farmer’s almond orchard, where they learn about the cultivation of the Romana almond and witness the process of almond milk extraction before settling down for lunch on the farm. In Mount Etna’s rumbling wine region, travelers are invited to dine inside the private home of a notable winemaking family, where they’ll taste traditional cuisine and learn about the distinct Etnean traditions. butterfield.com/trip/scheduled/sicily-walking

• The 12-day Vietnam Expedition affords travelers the opportunity to visit the home of Vietnamese royal descendants, where they’ll be served a home-cooked meal and learn about the philosophy of feng shui. butterfield.com/trip/scheduled/vietnam-25th-anniversary-expedition

• During the 7-day Georgia Wine Country Walking itinerary, travelers are invited to spend time with one of the only qwervi-makers (large earthenware vessels used for wine fermentation) left in the world, who sheds light upon his craft and the practices used throughout Georgia’s ancient wine culture. butterfield.com/trip/scheduled/georgia-wine-country-walking

Active Vacations — Small Groups or Personalized for Independent Travelers


Travelers can join a scheduled small tour (generally capped at 16 people), or even privatize a tour and departure date for their own small group of family and friends. In the case of independent travelers, a dedicated Experience Designer will curate an itinerary based on personal preferences and include local highlights. B&R also offers self-guided trips that combine the hallmarks of any itinerary (for instance, local connections, access to exclusive events, well-perfected routes and the region’s most interesting hotels) with the freedom of pacing each day according to personal preferences.

active vacations
Cycling in Tuscany.

Over the years, B&R has expanded its offerings for those wishing to travel with just their family or friends for milestone trips to celebrate birthdays, anniversaries, honeymoons and family reunion and other bucket list trips accommodating small or large groups (typically ranging from two to 20 people)—whether it’s a cruise around the Galapagos Islands or a safari in Zimbabwe. The tour company has also handled private group requests, accommodating corporate retreats or special events exceeding 100 people.

Offered throughout the year, Butterfield & Robinson’s collection of wellness-themed trips and tours will give travelers the opportunity to immerse themselves in everything from practicing yoga in the Douro Valley to indulging in the best farm-to-table cuisine offered on the Amalfi Coast. The wellness collection includes walking, biking and hiking trips to Peru, Portugal, England, Uruguay, Sardinia, the Amalfi Coast and the Dolomites. butterfield.com/ways-to-go/wellness

Whether joining a scheduled tour or going entirely independent, Benn says travelers will encounter meticulously planned experiences that are designed to ensure all of their needs will be met.

“B&R guides hit the road weeks before the departure date to ensure every route (whether it’s for cycling, hiking or walking) is traffic-free, to speak to chefs about their travelers’ food preferences, and to confirm that the trips they design check the boxes for even the most discerning travelers.”

For those who prefer to see their favorite landscapes from a different perspective, B&R also offers By Sea experiences including those that drop anchor at the hidden islands and fjords of Croatia, Greece and Norway. butterfield.com/ways-to-go/by-sea

Target Audience Are the Active-Minded
Benn points out that the company’s discerning and well-traveled audience seeks experiences that keep them moving physically while stimulating both their minds and palates. The majority also enjoy regular activity in their lives, so those who like walking, biking, swimming or simply getting out and immersing themselves in nature are most likely to appreciate the way B&R designs and executes their travel itineraries.

According to Benn, travelers book with B&R mostly for their decades of experience, their flexibility with designing itineraries and a certain level of luxury not generally associated with this type of active tour. “Those accustomed to the best wine and cuisine, upscale accommodations and hyper-personalized service will most enjoy traveling with us.”

For more information, visit butterfield.com. Or, you can email directly at travel@butterfield.com or call them at (866) 551-9090.

Recommend magazine has partnered with the Wellness Tourism Association (WTA) to bring you monthly columns to help travel advisors sell wellness travel. For more information on the WTA, visit wellnesstourismassociation.org.

For more ideas for wellness bookings, click here.

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