Why This Matters Now
Transformative travel represents a $208 billion market in the USA alone. Travelers seeking transformation stay 1.5 to 2 times longer, spend 2 to 3 times more per day, return at rates of 30 to 60 percent (compared to 10 to 25 percent for traditional tourism), and become powerful brand advocates.
This three-program series combines USC's academic credibility with the Transformational Travel Council's global leadership to give you the language, frameworks, and tools to design travel that creates conditions for transformation.
| Metric | Traditional | Transformative | What This Means |
|---|---|---|---|
| Length of Stay | 1.8-3.5 days | 5-12 days | Deeper immersion, higher per-trip value |
| Average Daily Spend | $150-$250 | $250-$500 | Premium willingness-to-pay |
| Local Value Retained | 35-50% | 65-85% | More dollars stay in community |
| Return Rate / Referrals | ~20% | 45-60% | Lower cost of acquisition |
| Local Experiences/Trip | 1-2 | 5-10 | Broader economic distribution |
Who Should Enroll
These programs serve destination organizations, tour operators, experience designers, hospitality leaders, property managers, travel guides, facilitators, wellness professionals, and anyone seeking to create lasting impact through travel.
- Marketing leaders seeking to attract higher-value travelers
- Experience designers creating offerings that command premium pricing
- Destination strategists working to increase length of stay and repeat visitation
- Operations leaders focused on improving staff retention and guest satisfaction
- Tour operators and wellness providers building sustainable, referral-driven business models
- Organizational role framing
Enrollment Window for All Three Programs
April 13 to May 26, 2026. Late Registration: May 27 to July 1, 2026 with an additional $75 fee (per program or once for the bundle).
Program Order: Programs can be taken in any order. Each program is designed to stand on its own. Programs 2 and 3 include pre-recorded foundational content for participants who have not completed Program 1.
Program Launch: All three programs launch June 1, 2026. Participants may begin any program on or after this date.
Our 3 Programs
Program 1: Foundations of Transformative Tourism
June 1 – December 1, 2026 • $1,100
The transformation economy is here, and travelers are actively seeking experiences that change them. This program gives you the language, frameworks, and tools to design travel that creates conditions for transformation.
What You Will Learn:
- Pine & Gilmore's Progression of Economic Value
- TTC's PATH Framework and H.E.A.R.T. Tool
- Regenerative principles as the foundation for transformative experiences
- 5-Stage Experience Development Canvas
- Hero's Journey and Theory U frameworks
Your Deliverable: Transformative Experience Design Brief
Program 2: Regeneration in Action
June 1 – December 1, 2026 • $1,100
Move beyond sustainability to ask a bolder question: How do we actively heal, restore, and contribute? Learn to create experiences where everyone involved, visitors and hosts alike, leaves better than they arrived.
What You Will Learn:
- Sustainability vs. regeneration in practice
- Paul Hawken's 12 Regeneration Questions
- Whole systems thinking and biophilic design
- Inner Development Goals (IDGs) framework
- Reciprocity mapping for stakeholder value
Your Deliverable: Regenerative Development Roadmap
Program 3: Tell the Story: Marketing & Sales
June 1 – December 1, 2026 • $1,100
The travelers you want to reach are already looking for you. Learn to communicate transformation authentically, let your purpose become your positioning, and build a community of travelers who find you because of who you truly are.
What You Will Learn:
- Seven transformative traveler types
- Hero's Journey for marketing narratives
- Regenerative marketing principles
- Sales as service methodology
- Partnership and trade development
Your Deliverable: Transformative Marketing & Stakeholder Engagement Strategy
Complete Series Bundle
BEST VALUE
The comprehensive pathway to becoming a Certified Transformative Travel Professional.
What's Included:
- All three programs with self-paced content and expert advisement
- 1:1 office hours with Jake Haupert (TTC Founder) and Dr. Ed Dramberger (USC Professor of Practice) (up to 3 per program)
- On-demand content from industry leaders and practitioners
- Three implementable deliverables (organizational assets, not just learning exercises)
- Capstone review and certification as Transformative Travel Professional
- Certification as Transformative Travel Professional
$2,800 (Save $500)
TTC Members and USC Alumni receive 15% off using code TOURISM all programs
Program Format
Each program is fully self-paced, designed so you can engage with content on your own schedule and receive personalized guidance from the practitioners who built these frameworks. No fixed meeting times. No time-zone constraints. Your team member stays in their role throughout the program. No travel required. No full days out of office.
Self-Paced Content
Work through four thematic Pillars at your own pace. Each Pillar includes teaching videos, two practitioner interviews, a reading, and a reflective questionnaire. Pillars unlock sequentially as you complete each one.
Expert Office Hours
Schedule 1:1 sessions with Jake Haupert (methodology and framework application) or Dr. Ed Dramberger (destination strategy and implementation). Each program includes up to 3 sessions: one required before your Panel Review, plus two additional for deliverable guidance.
Practical Deliverables
Each Pillar includes a building block of your final deliverable. By the time you complete all four Pillars, you've built the core of an implementable document for your organization.
Panel Review & Certification
Submit your draft deliverable and schedule your 45-minute Panel Review with Jake Haupert, Jillian Keenan, and Dr. Ed Dramberger. Present your work, receive expert feedback, then refine and submit your final deliverable for written advisement and program certification.
Ready to Lead the Future of Travel?
Enrollment is open April 13 through May 26, 2026. All programs launch June 1. Late registration available through July 1 (additional $75).