"Travel in 2009 and beyond is no longer about simply going away, indulging in "bling" holidays and coming home relaxed. It is now about participating in life enriching experiences and returning home transformed. It is about fulfilling the next and very final level of Maslow's hierarchy of needs, self-actualistion. Self actualisation is characterised not by a willingness to consume prestige goods or services for the sake of upgrading oneself socially but, by a quest to find one's own true happiness through connections with loved ones or with the world. This is the PURE essence of the true travel experience."
Serge Dive, PURE Life Experiences.
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