Why True Matters for Today’s Traveller
Learn how travel advisers who participate in the True roadshow bring insider knowledge and personalized itineraries to create authentic, unforgettable journeys across Italy.
In a world where anyone can book a flight online and reserve a hotel with a few taps on a screen, travellers are looking for something more meaningful than convenience alone. They want expertise. They want authenticity. Most importantly, they want experiences that feel more personal than packaged. This is where True Event is reshaping the role of the modern travel adviser and ultimately transforming the experience for travellers in Italy.
The True B2B roadshow is built around the idea that exceptional travel planning starts with first-hand knowledge and trusted relationships. And so, in places like the Dolomites, Puglia, Sicily, and Sardinia, True gives travel advisers access to immersive industry experiences, curated destination events, and insider opportunities, equipping them with the tools and understanding to create more thoughtful and memorable itineraries for each client. “The intent with True is to have advisers live the experience,” says Luigi de Santis, the founder and managing director of True, “so when informing their clients, they actually know what they are recommending.”
Advisers connected through True suggest boutique hotels, authentic restaurants, local guides, and exclusive experiences that many tourists would never discover on their own. Precisely because they visit those hotels, meet local partners, and explore the hidden gems of each destination first-hand, they recommend places and experiences that cannot be found through online searches alone.
True is focused on the “emergent destinations in Italy,” says de Santis, who has overseen the hospitality event grow immensely from an initial roster of 25 in the inaugural 2022 edition. “At True, advisers meet with the Rocco Forte and the Four Seasons—and we are happy to showcase them—but they actually get in touch with small authentic boutique properties. More so, they get first-hand knowledge by actually moving around a region—logistically, how long does it take to get to the hotel, the city traffic, the seasonality.”
True highlights the growing importance of trust in travel planning. Thanks to an overwhelming amount of online information—much of it unreliable or overly commercialized—social media often creates unrealistic expectations. Experienced advisers provide something technology cannot: insight and genuine expertise. Ultimately, True reinforces the value of professional travel advisers who understand destinations beyond surface-level tourism.
In a world filled with endless booking options, True Event reminds travellers that the best trips are often designed not by algorithms but by people who have experienced the true destination themselves.
