By Darren Gilbert

And I am not the only one who believes this. You can speak to anyone who works at STA Travel. Someone like Lee Cairncross, for example. Product and marketing executive at the world’s largest student youth travel company; she has a penchant for adventure. She is also the co-host of a show that aims to tap into the aspirational side of travel. Mind you, it’s not too hard a task to sell adventure.

“Everyone loves travel,” agrees Cairncross. “If you were to ask people what their dream would be, most often than not, it would be to travel.” Knowing this, STA Travel set about exploring new ways in which to speak to that desire. They already knew they wanted to inspire people. They already had the ability to help people travel. They just needed to find the right opportunity to tell them. Late last year that opening came when they were put in touch with CliffCentral. Shortly thereafter, #StartTheAdventure was born.

A monthly podcast hosted on CliffCentral with Ayre Kellman and Lee Cairncross, this isn’t your normal travel show. And that is not because it’s on ‘unradio’. #StartTheAdventure doesn’t have the glitz and glam of a Top Billing insert. It’s also not showy and full of itself like a slick production you might find on a travel channel. Instead, it’s down to earth. Honest, genuine fun. The real way travel should be sold.

“That is the whole point of what we are doing,” says Cairncross. “We are trying to bring it back home and make things as realistic as possible.” Justin Kable, GM of STA Travel SA agrees: “People are looking for real information. They want to be able to relate to somebody. They want to be able to get advice from people’s real experiences. And that is what you’ll get with #StartTheAdventure.”

After all, unlike other travel shows, #StartTheAdventure isn’t a brag competition where Kellman and Cairncross simply talk about where they have been and what they have done. Instead, it’s about the listeners and where you want to go. They want to be the inspiration for your next travel adventure. “As STA Travel, we have tried to position ourselves as the older sibling,” explains Cairncross. “We’re the ones that have already done the trip. So we will hold your hand, walk you through the process and show you where to go.”

STA Travel will also know if the calabash you were handed in South America and filled with a strange liquid is safe to drink. If it’s maté, you can go ahead. Anything else, be wary. “We are really here to share experiences and knowledge,” says Cairncross. And it’s not just through #StartTheAdventure. The show is simply an extension of STA Travel as a brand.

“We are not your typical corporate style travel agency,” admits Kable. “And we are not trying to be either. The beauty of CliffCentral means people can listen to how we sound as a brand.” Warm. Friendly. Approachable. Someone that you’d want to book a holiday with. “If you come into an STA Travel store today, you’ll deal with someone who is as excited as you are about going on holiday.”

In short, it’s more show than tell. Where do you want to go? What is your budget? Okay, let’s see how we can get you there. And that is the way travel should be sold today. It shouldn’t be a travel consultation where you go in, pick a holiday and walk out. You’re not sick. You’re not going to a doctor who is going to prescribe you a holiday.

At some point, podcasts might not be the coolest thing in town. Everything changes. Evolves into something better. Until then, though, it’s best to tune in to Ayre Kellman on CliffCentral, every second Wednesday of the month at 17:30. Because if you want good, honest advice for your next trip, STA Travel will be waiting, ready to help you start your next adventure.