Not in the Guidebooks turning holidays into meaningful adventures

For small and medium travel businesses looking to stand out in a crowded market, Not in the Guidebooks shows how to redefine adventure by ditching the typical tourist spots and diving into authentic, local experiences you won’t find in any mainstream guidebook. From uncovering hidden gems with passionate local hosts to offering eco-friendly, immersive tours, they have turned sustainable travel into an art form. For those craving a personalised journey that leaves a positive impact on both the traveller and the destination, this B Corp-certified collective is the insider’s ticket to unforgettable, off-the-beaten-path adventures. From half-day experiences to multiday tours, they offer a variety of packages.

“We don’t deliver ordinary holidays. It’s all about genuine, immersive, local travel experiences where every journey directly supports communities and helps preserve their environments,” says Carol Savage, founder of Not in the Guidebooks. This statement sets the tone for a business that is committed to rewriting the rules of travel by going beyond standard tourist experiences and offering something far more meaningful.

In today’s competitive travel market, where authenticity and sustainability are becoming essential ingredients for success, Not in the Guidebooks stands out as a beacon for travellers seeking to dive deeper into the soul of a destination. Founded by Carol in December 2019, the company has been on a mission to uncover hidden gems, providing travellers with authentic, immersive, and sustainable experiences crafted by passionate locals. It is not just about seeing a place; it is about truly experiencing it—whether that is through local food, culture, or activities that take travellers far off the beaten path.

But the story behind Not in the Guidebooks is just as captivating as the experiences it offers. Carol, a seasoned entrepreneur and mother of three, found herself disillusioned by the limited options for family holidays that were truly adventurous and culturally enriching. Traditional ‘pool’ holidays didn’t satisfy her desire for her children to meet local people, taste different foods, and see the real side of the countries they visited. “There had to be a better way,” she thought—a way to combine immersive, local experiences with the convenience of curated itineraries. That idea became the foundation of Not in the Guidebooks.

After its initial launch in 2019, the company gained rapid momentum, attracting over 11,000 independent travel agents across the UK and securing significant investment through crowdfunding. This growth allowed Carol to build a global platform for agents to access local experiences, which could be seamlessly added to travel itineraries.

Navigating challenges as an SME

Like many start-ups, Not in the Guidebooks has had its share of challenges. One of the biggest hurdles has been balancing growth with limited resources. “Budgets are tight as we need to invest across all areas of the business,” Carol explains. But what sets them apart is their resilience and forward-thinking mindset. Rather than being daunted by these obstacles, the company embraces them as part of the entrepreneurial journey, always pushing forward with a can-do spirit.

This mindset is perhaps most evident in how Carol has built her team. Having launched four companies from the ground up, including one backed by Dragon’s Den star Deborah Meaden, Carol knows a thing or two about building successful businesses. For her, assembling a passionate and talented team has been critical to the company’s success. “Our team doesn’t just understand our proposition—they live and breathe it,” she says. This synergy between leadership and staff creates an environment where innovation thrives, and challenges become opportunities for growth. This philosophy also applies to how Carol works with external stakeholders.

In a sea of travel companies offering seemingly similar experiences, Not in the Guidebooks has carved out a niche by focusing on something many overlook—responsible tourism. Their holidays don’t just offer a fleeting glance at a destination but rather a deep dive into the heart of the local culture. Whether it’s cooking classes in a village or guided eco-tours led by locals, these experiences allow travellers to connect with communities on a personal level.

And that connection matters. Every journey booked through Not in the Guidebooks directly supports the local hosts and their environment. This commitment to sustainability is woven into the very fabric of the business. As Carol notes, while sustainability might not yet be the driving force behind most travellers’ decisions, that tide is slowly turning. “People are becoming more aware of sustainability in their daily lives, and we believe that travel choices will follow,” she predicts.

Adapting through adversity

The pandemic, which upended the travel sector, also prompted a pivot in Not in the Guidebooks’ business model. Initially launched as a B2C company, the crisis forced Carol and her team to quickly adapt, focusing on selling through trade and building relationships with travel agents. This pivot has paid off, enabling them to build stronger ties with agents and ensuring the continued growth of the business.

Technology has played a pivotal role in this transformation. Live availability of their experiences and the creation of a dashboard for travel agents have been game-changers, streamlining operations and making it easier for agents to book these experiences. AI is also on the horizon, currently used for content creation, with plans to explore further applications in the future.

Social media has also been a key tool for the business. Platforms like Facebook, Instagram, and LinkedIn allow the company to engage directly with travellers and agents alike. A particularly successful social media campaign in August 2023, which involved a competition, led to a significant increase in lead generation, showcasing the power of creative digital engagement. “Facebook is our most engaged platform,” Carol shares, adding that social media has become indispensable in communicating their unique value proposition.

What the future looks like

The future looks bright for Not in the Guidebooks. As the demand for sustainable and immersive travel continues to grow, the company is well-positioned for significant expansion. In the next three years, Carol aims to engage more travel agents across the UK and expand into European markets. Further investment in product development, marketing, and recruitment will help drive this growth. Their collaboration with local hosts worldwide remains at the core of their success, and Carol is clear about the role the broader travel sector can play. “Access to forums and events is crucial as these provide vital opportunities for networking, learning, and growth. In the UK, we have also collaborated with The Sunday Times and Restless to communicate our sustainable experiences,” she notes.

A message for SMEs

For other SMEs, Carol’s advice is straightforward but powerful: “Have a defined strategy, stick to it, and keep going!” It’s a message rooted in experience, determination, and a belief in the power of local travel to transform not just holidays, but entire communities.

Not in the Guidebooks is a testament to the idea that travel, when done right, can be more than just a holiday. It can be a force for good, benefiting both the traveller and the communities they visit. For SMEs looking to make their mark, this story serves as a reminder that with passion, resilience, and a commitment to meaningful experiences, anything is possible.

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