Globetrotting getaways are more than just about luxury and relaxation this year with high-end activities, local experiences and customisation key to attracting the 2012 traveller.

Research released by guidebook producers, Mr & Mrs Smith found that holidaymakers travelling this year are looking for more than just a cocktail, deck chairs and some sun and are instead expecting destinations and operators to woo them with spiritual enlightenment and social awareness.

Hoping to take-on life changing journeys, travellers have told the guidebook group that they are searching for trips that will allow them to return with the ability to share cultural aspects of a destination as well as show-off their local cooking skills and arts and crafts ability as well as tell stories of their involvement in charity and conversation projects across the globe.

Customisation is also leading decision making in 2012, with travellers wanting more personalised tours and accommodation as well as hotels that steer away from big brand names and offer boutique style housing.

“Smart, stylish interiors continues to mark out true boutique hotels from their cookie-cutter imitators, but with comfort and practicality never sacrificed for wacky, look-at-me effects,” research read.

“It’s no longer just about being a slick ‘design hotel’ though.”