Travel brands already know that today's travelers are looking for authentic, life-changing experiences. Experiential travel was the travel trend of 2016. This year, however, tourism consumers are looking for something even deeper. They not only want the experience of a lifetime, they want it to last a lifetime, and they want to be transformed in the process. Today's travelers want transformative travel. This 2017 trend is the next phase of traveler engagement that your brand should focus on.