Why Wineries Should Think Travel Now

As a travel advisor, I’ve seen how perfectly wine and travel pair together. Just like a great vintage, the right trip can unlock layers of connection, discovery, and story. Imagine your wine club members swirling a glass of Pinot as they glide along the Danube, stopping to explore old-world vineyards by day and sharing new friendships over dinner at night.

For wineries, the experience has never been only about what’s poured in the glass — it’s about the memories that linger long after the last sip. That’s why more and more wineries are extending their brand beyond the tasting room with curated travel experiences — especially luxury river cruises and immersive wine journeys — to deepen loyalty, grow membership, and transform casual fans into lifelong ambassadors.

Why It Matters

Wine clubs are the lifeblood of many wineries. But let’s be honest: retaining members is harder than ever. The average wine club tenure is only 15–18 months before members drop off. Yet, studies show that when wineries involve members in travel experiences, retention jumps to 24 months or more — a 15–30% uplift in loyalty (SVB Wine Report, WinePulse).

It’s not just about staying longer. It’s about spending more. Wine travelers demonstrate: ● 10–25% higher annual spend than baseline members (Commerce7, VinSuite).

1–2 extra orders per year after returning from a hosted trip.
22–28% upgrade rates to higher club tiers within 12 months of travel (Offset Partners).

This isn’t theory — it’s a measurable pattern across wineries that have embraced travel as a member engagement tool.

Travel Creates Advocates

When members share a glass of your wine aboard a ship sailing past Rhine castles or in the cellars of Burgundy, something shifts. They’re no longer just club members; they become brand advocates for life.

Research shows:

Travel participants refer 2–4 new members in the six months following a trip, compared to less than one referral from non-travelers (Experi, eCellar).
Non-members who attend winery-hosted trips convert to wine club membership at 2–3× the normal tasting room rate.

In other words: travel doesn’t just strengthen relationships with your current members — it grows your community organically.

Content and Prestige

There’s another overlooked benefit: storytelling. Travel creates natural, high-performing content. Trip photos, reels, and stories generate 3–6× higher engagement than average winery posts (ZigPoll, wine influencer data). That visibility extends your brand well beyond your local region and puts your wines on the global stage.

And prestige matters. Wineries that host international journeys aren’t just offering perks — they’re building global credibility. Members take pride in belonging to a winery that’s recognized not just for great wine, but for extraordinary experiences.

Why Now ?

The cruise and travel sectors are booming. Wine-themed river cruises consistently sell out months in advance, with more than 80+ departures offered annually by leading lines (TravelAgeWest, AmaWaterways). The fastest-growing segments in luxury cruising are those centered on wine, food, and culture (CLIA 2025).

For wineries, the opportunity is clear: travel is no longer an optional extra. It’s a competitive edge.

A Final Thought

I’m passionate about this because I’ve seen firsthand how much loyalty and excitement travel brings to wine lovers. When members experience your wines in extraordinary places, they don’t just stay longer — they spend more, they bring friends, and they tell your story for you.

Minimal investment. Maximum impact. Lifelong loyalty.

If you’re a winery decision-maker curious about what this could look like for your club, I’d love to share some examples and ideas. Let’s explore how travel could become part of your growth strategy.