How a family’s love for Newfoundland sparked a leading luxury travel business

“Not in the interest of movement, but in being moved.” This insightful statement by Stan Cook Jr., owner of Rock + Water, perfectly encapsulates the essence of their offering—experiences that go beyond mere travel, weaving stories through rugged landscapes and authentic local connections.  

Rock + Water is a luxury inbound operator based in Newfoundland, Canada, that offers tailor-made itineraries. Founded by individuals who have been immersed in Newfoundland’s tourism sector for over 30 years, this company was born out of a passion for the land, its culture, and untapped potential.

“Local, Delicious, Connection, Learning, and Luxury are the core principles and foundation of all our adventures. We focus on making our adventures captivating, fun experiences, thus allowing guests to connect deeper with our unique coastal itineraries. Our deep-rooted philosophy of highlighting adventure, taste, culture, and heritage shows the transformative power of travelling in Newfoundland & Labrador,” Stan shares.

The founder recounts, “I believed the province had the potential to be a world-leading tourism destination but was lacking the organisation to get there. I tried to find someone else to do it, but no one would. So, I just thought I’ll do it myself.” That single-minded determination has led to the creation of a legendary experience that combines exclusivity, authenticity, and storytelling, a combination that sets the company apart in the crowded travel sector.

A family-driven vision with local roots

The roots of this journey stem from a deep love for Newfoundland, its incredible seafood, people, and wilderness. From sea kayaking along the coasts to exploring hidden cultural gems, this destination management company (DMC) curates once-in-a-lifetime trips for the well-travelled. Their motto, ‘Travel Well for the Well-travelled,’ reflects their commitment to providing luxury experiences tailored to discerning travellers seeking unique adventures. These are not your run-of-the-mill tours but backstage passes to a world unknown, guided by hosts who have grown up in the region.

Guests who travel with this company don’t just visit sites—they immerse themselves in the life, culture, and nature of Newfoundland. As Stan explains, “Those that have travelled to Newfoundland & Labrador can attest to its rugged beauty. Travelling with internationally awarded hosts who grew up here elevates the experiences immensely.”

Navigating challenges in a post-pandemic world

Running a business in Newfoundland, which is an island, comes with its own set of challenges. “Access is a key challenge, especially since the pandemic had such an effect on this region. The air travel options shrunk after Covid-19 and are slowly getting back to appropriate levels,” the founder shares. However, they have faced these obstacles head-on, using this time to reflect on their core values and refining what makes them stand out in a competitive luxury travel market.

Their success is rooted in an understanding that luxury travel is not just about seeing amazing places but about enjoying everything in between. “We focus on our guests enjoying the journey, not just the destination,” Stan emphasizes. This philosophy transforms a simple trip into an emotional and spiritual journey, where the human connections made along the way are just as valuable as the destinations visited.

Fostering sustainability and cultural connection

One of the most refreshing aspects of Rock + Water is its deep commitment to sustainability and cultural preservation. While luxury often conjures images of opulence, here, it is more about preserving and appreciating the land and its people. “Our guests emphasise the importance of preserving the environment and discuss the significance of climate change,” the founder notes.  

Sustainability is not just an afterthought—it is woven into every facet of the business. They encourage their guests to give back and immerse themselves in the local culture. “We suggest they travel with an open heart, as the most enjoyable part of their journey will be the people they meet. Guests might not remember what they ordered at a restaurant, but they will remember the conversations and stories shared,” Stan adds, reinforcing the importance of human connection in travel.

Face-to-face conversations with trade partners have remained essential, offering a personal touch that deepens relationships. These are complemented by strong online visuals that vividly depict the experiences offered, capturing the essence of their brand. While the travel experience remains steeped in tradition and authenticity, the business side of things has been enhanced with modern technology. The company has embraced video conferencing as a way to stay connected with guests and partners, and in 2024, they have started experimenting with AI for marketing purposes. It is a small but significant step in staying ahead in a fast-paced world while maintaining the personal touch that is central to their brand. Working closely with local partners has also been key to the company’s success. A standout partnership with Fogo Island Inn and its innkeeper, Zita Cobb, has been especially fruitful. “Innkeeper Zita Cobb’s support and advice have been quite beneficial,” Stan reveals, showing that strong local collaborations are integral to sustaining and growing their business.

Looking to the future, the company sees potential in working with boutique trade partners who focus on active luxury and personalised service. They are optimistic about the opportunities in lesser-travelled locations and have their sights set on expanding their guest numbers and product offerings while maintaining their focus on environmental and cultural stewardship.

A message to SMEs

For small and medium-sized enterprises (SMEs) in the sector, Stan’s message is clear: be strategic. “Most entrepreneurs have a ‘make it happen’ personality and often jump in with both feet without knowing how deep the water is. Tactics without strategy usually will not reveal the desired results,” he advises. For this luxury operator, success has come from a mix of passion, strategy, and a clear understanding of what makes their destination unique.

In today’s evolving travel sector, whether you are an SME or a luxury traveller, the key to success lies in authenticity, sustainability, and human connection. For SMEs, building substantial partnerships with larger businesses—especially those with boutique divisions offering luxury experiences—can be challenging yet crucial for growth. By staying true to these timeless principles, businesses can navigate the complexities of the market, foster meaningful collaborations, and create a lasting impact that resonates with both partners and travellers alike.

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