133. Meet the Deep Traveller: The Guest Every Boutique Hotel Wants With Richard Lindberg

Most hotels still ask: Where do our guests want to go? 

 
But the next generation of travellers is asking something entirely different: 

👉🏽  Why am I going? 


The next era of travel isn’t about where we go, it’s about why. 


In today’s episode, I sit down with Richard Lindberg, the founder of One Planet Journey, and we explore the rise of the Deep Traveller: the purpose-driven guest reshaping how we think about tourism, wellness, and legacy. 

 

When Swedish entrepreneur Richard Lindberg took six months off to drive from Stockholm to Lisbon, he didn’t just discover new places, he discovered a new way of traveling. 

 
What began as a post-pandemic sabbatical became the seed for One Planet Journey, a digital magazine championing “deep, meaningful travel.” 

 
Today, Richard is redefining travel as a vehicle for personal growth, community connection, and lasting wellbeing, the very foundation on which modern wellness hospitality must be built. 

 

In today’s episode, we talk about: 

1.- What “Deep Travel” really means, and why it’s not about budget or duration, but intention. 

2.- Who the Deep Traveler is: a curious, discerning, and purpose-driven guest who values authenticity and human connection over luxury for luxury’s sake. 

3.- How boutique hoteliers and landowners can attract them, from storytelling and slow itineraries to experiences rooted in culture, community, and meaning. 


By the end of the episode you’ll understand how “deep, meaningful travel” overlaps with wellness, why it creates lifelong guests (not one-time visitors), and how to design experiences that stay with people long after they’ve checked out. 

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Are you ready to take wellness to the next level?


Here are 2 ways I can help:


1️⃣  WHO: Wellness directors who want to join 1% of wellness leaders


📌 WHAT: The Wellness Asset Academy
A 10-week online group programme where I guide you through my 7-step ESSENCE framework. Achieve higher pay and secure a genuine seat at the hotel’s big table—so wellness is no longer the most neglected area in the hotel.

→  Join the waitlist here.



2️⃣  WHO: Owners of small, independent hotels with a strong wellbeing focus


📌 WHAT: Asset Builder Mentorship
Exclusive 6-month 1:1 mentorship programme to master creating a wellness asset, build a proud team, and deliver transformative experiences for your guests.

→  Become a steward of true hospitality.



💡 Why work with me?

I know what works with wellness and I also know what doesn’t. I’ve made the mistakes so you don’t need to – saving you thousands of dollars on bad decisions.

✅ #1 best-selling author, global wellness expert 
✅ 40+ projects in 20+ countries across Europe, Middle East and Asia Pacific 
✅ Top brands: Abadía Retuerta, Four Seasons Hotels & Resorts, Accor, Six Senses Resorts & Spas 
✅ Interviewed over 150+ hoteliers worldwide