People
CEO ExperienceTravel: Harco van Uden
In a world where travel seems cheaper, faster, and busier than ever, Harco van Uden is focusing on exclusivity, customization, and meaningful experiences. As CEO of ExperienceTravel, he focuses on pure experience: not a standard package, but a carefully crafted story, fully tailored to the client's wishes. From Formula 1 in the paddock to the Amazon with the World Wildlife Fund or a private tour of the Louvre's masterpieces: everything revolves around making the impossible possible.
“Experience is not a trend, it is our profession”
The travel industry is changing rapidly due to geopolitical tensions, price increases, and growing climate awareness. How do you ensure ExperienceTravel remains agile and future-proof in such a dynamic environment?
The answer is actually quite simple: we follow the customer, not the product. We don't stick to our usual practices or what we think is popular, but truly listen to what the customer wants. That's why we've consciously expanded our offering to 150 destinations and more than 80 themes. This variety allows us to always respond to customer needs and developments. As long as you follow your customer, you remain relevant.
Does that mean you have a lot of contact with customers?
Yes, absolutely. In our industry, the focus is often on buying a great product at a low price. We're only concerned with one thing: where the customer is and what they want. That's why we participate in MASTERS EXPO and MASTERS SUMMER EDITION, for example. These are moments where we have direct contact with the customer – that way, we keep our finger on the pulse.
How does the acquisition of Silverjet Holidays at the end of 2024 fit into that strategy?
Many customers see 'holiday' and 'trip' as the same thing, but for us, they're two completely different things. A holiday is often shorter, more impulsive, and more transparent – you book it more quickly, sometimes two or three times a year. You carefully prepare for a trip, maybe only once a year, and then you want to get it right the first time. Think of a holiday to Curaçao versus a trip through South Africa: one destination versus multiple locations and experiences. From a customer perspective, you want both under one roof, but almost no organization offers that effectively. Silverjet Holidays has become big by perfectly tailoring holidays, from 10 days in Dubai to 12 days in Ibiza. ExperienceTravel focuses on experiential travel: multiple destinations, activities, and exclusive elements. Of course, we already offered combinations like Mauritius or the Seychelles after a tour of South Africa, but Silverjet had much larger contracts for those kinds of destinations. Together, we are now the market leader in both areas: travel and holidays.
Does such an acquisition not only generate new customers, but also new destinations?
Yes and no. We already had many destinations, but we weren't equally strong everywhere. Cyprus, for example, wasn't our primary destination, nor was Spain, which has now become one of our larger destinations. For Silverjet customers, this means new destinations, while ExperienceTravel customers primarily benefit from a broader and more comprehensive offering.
Is there integration or will the brands continue to operate autonomously?
“We are fully integrating the companies and are explicitly opting for the best of both worldsIt will be easier for customers to book their own vacation, but those who prefer can also have everything taken care of. Of course, accommodations, flights, and transfers must be perfectly arranged, but if you wish, we can add special touches, such as a dinner at a Michelin-starred restaurant or a challenging golf course.
How do you maintain the exclusivity of your brand in a market where 'experience' is the new magic word?
You build a brand by delivering on your promises every day. We've all been working hard on that for 27 years. Copycats have always existed and always will. But ultimately, the customer knows where the quality lies. It's up to us to deliver on that, time and again. The customer's wishes are our central focus. To meet those needs, we've broadened and deepened our offerings, and we now employ almost a hundred people. Experience isn't a trend; it's our profession.
What trends do you currently see in the world of luxury travel?
The emphasis is even more on experience and themes. Experience is the starting point. At the same time, travelers have become more aware: what do I contribute, what do I leave behind? And a third trend, or behavioral change, is impulsiveness. The world has become smaller, so people decide later. We respond to this by virtually never having to say no. Of course, you can offer more if you have more time to prepare carefully, and don't forget the missed anticipation when booking at short notice.
In 2024, you organized an exclusive entrepreneurial trip to Necker Island, hosted by Richard Branson himself. A new edition will follow in June 2026. What will be the highlights of this upcoming trip?
Meeting Richard Branson makes the trip unique, of course. But the group itself is just as special: entrepreneurs, every single one of them. It's like traveling with a living encyclopedia. Everyone has their own story. You learn so much, very relaxed—in the jacuzzi, on the bike, on a sailboat, on the tennis court... The group app has been around for almost a year now, and no one has left. More than half the participants came to MASTERS SUMMER EDITION at De L'Europe to catch up. You know, people generally hate group travel—until they travel with like-minded people. That's when friendships form. Participants from the previous group have already signed up for June. That speaks volumes. The maximum number of participants is forty, so anyone interested should sign up early.
ExperienceTravel offers themed trips focused on sports, nature, culture, and adventure. Here are some examples.
In addition to our 150 destinations, we're constantly deepening the experience. We organize things you might not immediately think of or that are difficult to arrange yourself. Like experiencing a Formula 1 race from the paddock, or the Wimbledon final from a premium seat. New are our culinary journeys, which we're developing together with culinary entrepreneur Carsten Klint, known for Restaurant M* and Pasta e Basta. We're also collaborating with the World Wildlife Fund (WWF) on sustainability. And due to their great success, we've added after-hours visits to the Louvre, Prado, and Uffizi to our offerings.
How do you manage to create such unique experiences in iconic museums?
By consistently delivering, you build trust. Initially, the Louvre was hesitant because they didn't know who we would be bringing. We couldn't guarantee that in advance either—we only get a feel for the group when we register. That initial organization took a lot of time and effort. But once they saw who was coming and how we were approaching it, they only asked us what dates we wanted. The same was true for the trip with Richard Branson: the first time, it took nine months of explanation to explain who we are, what we do, and who we're bringing. That's no longer necessary. Once you open a door like that, more will follow worldwide. We're now also in talks with the Louvre Abu Dhabi.
Culinary travel is a well-known phenomenon. How will you differentiate yourself?
A group trip shouldn't be too long, even if it's made up of like-minded people. For example, if we organize a culinary trip to Japan, we'll create a week-long program with three unique gastronomic experiences, combined with exploring the country. Afterward, you can extend the trip yourself. We don't bring Dutch chefs, but work with local chefs. This way, you get the most out of your trip and minimal stress.
Where do you draw the line between an authentic experience and a staged tourist show?
Authenticity, to me, means experiencing something without being bothered by others. Look at the Louvre. The most beautiful works of art are on display there, but it's often too crowded to look around in peace or ask a curator questions. The same goes for a safari: if you're surrounded by three vans around a lion, it quickly feels like a zoo. Or a crowded beach—no one wants that. We look for places and moments that do evoke that feeling. If you walk through the Louvre with 25 people after closing time, you can hear your own footsteps. Everyone is given the space to look around and engage in conversation with the curator. That creates a completely different narrative than "this painting hangs here and that painting over there."
You organize trips in collaboration with the World Wildlife Fund, partly to raise awareness. Can you give an example?
“We take it for granted to visit nature or go on safari. But that is It's not a given. Buildings and people often generate more economic value than animals. The only reason untouched nature still exists is because tourism adds value and because people are passionately working to preserve it – something the World Wildlife Fund (WWF) is committed to. They try to restore areas destroyed by humans as authentically as possible. During such a trip, you experience how that works: for example, a week on a project in the Amazon, the Zambezi, or Spitsbergen, where rangers explain what they do. Of course, you also go on safari or an excursion, but it's precisely that behind-the-scenes look that provides extra insight and respect for nature. People only truly become interested when they understand something. Just as you develop a love for cars or watches when you know how they work. It's the same with nature. More and more people want to travel consciously and contribute something – we facilitate that. You can see nature as the most important business on earth, one you can invest in.
Is a percentage of the tour price included that goes to the WWF?
No, it works the other way around: when you book with us, we actively contribute a portion of our profits to such projects. This doesn't make you any poorer or richer. We do ask you to contribute, but that's a personal and voluntary choice.
Can luxury and sustainability really go hand in hand or does that sometimes clash?
"We can absolutely achieve this together. Luxury isn't always sustainable, but sustainability can certainly be a luxury. Of course, we all want a more sustainable world. Look at Formula 1: not exactly sustainable in itself, but the innovations there ultimately contribute to more sustainable transport. People keep moving and traveling, so transport must eventually become completely sustainable. That transition is underway. Things can always be better and faster, but we have to stay realistic. No one does everything perfectly, but we are increasingly aware that things need to improve."
Artificial intelligence is on the rise. Is it a friend or a foe for you?
A friend. Just like television and the internet used to be, which were supposed to replace travel. We embrace every development. For example, you can pay with Bitcoin or Ethereum. We outsource a lot of repetitive and boring work to AI, so our people can use their knowledge, creativity, and passion to optimally support customers. AI helps us put together the right trip faster and better, but the final touch “it always remains human work.”
At MASTERS EXPO, you're showcasing 240 square meters. What can visitors expect?
Besides travel, we now also offer holidays. In the Netherlands, 80% still go on holiday and 20% actually travel. After the acquisition of Silverjet, we have more to say than ever. We want to spread that message more widely. And if you want to explain experience and perception, you need space. At MASTERS EXPO, we want to excite visitors with unique experiences they can soon enjoy at their destination. Think of a vinologist from a top hotel hosting a wine tasting, or chefs serving delicious snacks. We're showcasing a broad spectrum of destinations: from culinary locals to adventurous faraway destinations, from luxury accommodations to unforgettable experiences.
Which destination do you still hope to experience?
Rovos Rail travels from Dar es Salaam in Tanzania, straight through Angola to the west coast of Africa. A direct line from east to west in two weeks. You'll see an Africa you've never known before, as the train reaches places where there are no roads and passes through countries that are difficult to navigate. And all while enjoying the continent's finest wines and cuisine.
What do you hope people will remember about you after MASTERS EXPO?
“I hope they will say: the world is beautiful, we have worked hard to enjoy it and if we do that with ExperienceTravel, the little free time we have will be perfectly filled based on our own ideas and wishes.”
Visit Experience Travel at MASTERS EXPO in Hall 12, Stand 50.
