Introducing our client: FREEDOMtravel

With over 1.5 million visitors annually, FREEDOMtravel is a cornerstone of travel inspiration in Sweden. Now, they’re taking an exciting step forward with the launch of their travel platform, FREEDOM XPLORE, in collaboration with Your Brand Travel!

This platform transforms inspiration into action, offering FREEDOMtravel’s community curated travel packages and unique experiences, handpicked by Peter and Helena. From motorhome adventures to hidden gems, FREEDOM XPLORE is set to revolutionize travel.

In our interview, Peter and Helena discuss their journey, the inspiration behind FREEDOM XPLORE, and how this partnership is shaping new adventures for their readers.

Can you start by introducing yourselves and telling us a bit about your work?

Our biggest passion is travelling, and together we’ve explored nearly 60 countries across five continents. We often spend extended periods in the same country, and in summer we sometimes travel in a motorhome, which allows us to be on the road for several months in a row.

Fifteen years ago, we started a travel blog as a hobby. However, reader engagement kept growing, and we soon realised there was no limit to how far such a project could develop. Today, we both work full-time on the site, FREEDOMtravel.se, which we describe as “Sweden’s most prominent travel magazine.” Targeting independent and curious travellers of all kinds, the site now features around 4,500 travel stories from across the globe.

The magazine is primarily run by the two of us, but we also have a media sales representative and a web developer on board. Additionally, we collaborate with about 20 guest writers. Every morning at 6:00 am, we publish a new article, and readers can subscribe to our newsletter to receive the week’s stories in their inbox on a weekly basis.

What made you start considering implementing a travel division?

We have regular contact with our readers, both online and at physical events, such as expos around the country. Many get inspired to visit the destinations we write about and often ask us how to book such trips. Until now, we haven’t had a way to guide them directly, so being able to offer ready-made travel packages feels like a fantastic complement to our work.

What needs does the travel division address within your organisation?

We believe it will meet the needs of those not only seeking unique and special experiences but also wanting some guidance to find them in an easy and convenient manner. Another need we’ve noticed is for experience packages tailored for motorhome travellers. This group might prefer booking a memorable experience where a motorhome pitch is included instead of a hotel bed. Lastly, we hope that, as experienced travellers, we can inspire people to try destinations and experiences that are a bit “outside the box.” Since we will have personally visited most of the destinations in our packages, we can offer advice and tips straight from the heart.

How did you determine that Your Brand Travel was the right partner for this project, and what other options did you consider?

Your Brand Travel offers a solution that fits us perfectly. They have expertise in the travel industry and understand packaging, booking systems, and similar essentials, which complement our skills well.

Another option would have been to start everything ourselves, but we found that too challenging and time-consuming, given that we’re already busy with our core business: running the travel magazine. We also considered a classic affiliate solution, but that would have meant losing the opportunity to create customised packages for our readers. It also wouldn’t have strengthened our brand, as we would merely direct our readers to entirely external operators, with no connection to us.

What do you hope the new travel division will bring to your business and your customers?

We hope the new travel division will be a significant step forward in several ways. Working as part of a larger team will bring new ideas that benefit not only the travel site but also our magazine. For our readers, we want this to mean they go from just reading about exciting adventures to actually experiencing them. We aim to use all our travel experience to curate truly thoughtful and unique travel experiences.

How has the process of planning and starting the collaboration with Your Brand Travel been so far?

The collaboration with Your Brand Travel has been fantastic so far. We’ve had both virtual and in-person meetings at their office in central Stockholm. Since we all come from different backgrounds with varied expertise, the meetings are highly creative and rewarding for everyone involved.

What are the key goals you want to achieve with the travel division in its first year?

One of our first goals is to create a travel site that is visually appealing, easy to navigate, and inspiring, with a clear connection between our stories and the travel packages. For example, if someone reads an exciting piece about Småland, they should easily find related experience packages in Småland. Our aim is to create a seamless journey where readers go from inspiration to their own adventures.

How are you preparing internally to ensure a successful launch?

Since we have such close contact with our readers, we see great opportunities to gather their feedback and use it to create something they genuinely want. We’re also planning discounts and special offers to make the packages particularly attractive to our audience.

What would you say to other businesses considering a similar venture with Your Brand Travel?

Although the collaboration is still new and it will take time before we can evaluate the results, we can already say that working with Your Brand Travel has brought fresh perspectives and new energy to our company. How could a travel division integrate with your current business? The only limit is your imagination!