Start the Process. It doesn’t have to be perfect. What it evolves to within two years is not what it will be when you start. The perfect moment will never find you. You have to start somewhere, and you should definitely start now.


As part of my series about “How To Create A Travel Experience That Keeps People Coming Back For More”, I had the pleasure of interviewing Ashley M Lands.

Today, we sat down with founder Ashley M Lands to discuss her recent move to Italy.

Entrepreneur (Ashley M Lands https://en.everybodywiki.com/Ashley_M_Lands) is the brains behind the highly successful New York City-based travel platform (Provincial Leisure https://provincialleisure.com/). Province Leisure publishes illustrated articles and guides for hotels, restaurants, Airbnbs, and unique experiences. Over 55,000 email subscribers and numerous distribution channels allow articles to reach up to (1.2 million readers monthly https://www.nichepursuits.com/ashley-lands-provincial-leisure/).

Relocating a successful business from New York City to the Italian countryside may seem like an odd way to deliver an exclusive customer service experience. However, that’s just what the Provincial Leisure team has done to create and partner in tourism experiences like no other.


Thank you so much for joining us! Can you tell us a story about what brought you to this specific career path?

Rather than focusing solely on a global readership, we wished to establish a deeper connection with the tourism industry. With the relocation to the country and the partnership with local disruptors, we are able to offer travelers truly unique in-house experiences. A rural setting presents the opportunity to experience immersive experiences with Airbnb, cuisine, and culture. We have been able to provide a unique and exclusive level of customer service as a result of this. Provincial Leisure works with local venues, restaurants, farmers, historians, and more in order to achieve this goal. Due to these partnerships, we have been able to expand our global reach as well as provide unique and exclusive experiences to travelers!

Can you share the most interesting story that happened to you since you started your career?

The morning of January 14, 2023, I sat down at my computer in New York City. Viewing the Manhattan skyline from the window, it was a truly magnificent sunny day. As I sat there drinking my coffee, I purchased a one-way ticket to Rome, Italy. It was after many discussions with my best friend (Leah Wolf https://www.instagram.com/lwolfdesigns/) that I made this sudden move. As an interior designer, she recently began restoring and hosting Airbnb properties in a small town in Italy. Having a similar focus on the travel industry, we wondered if we might be able to create something truly unique by combining our businesses? Four months, countless hours, meetings, contractors, discussions with local mayors, business owners and more… we found out that the answer is “yes”!

Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?

Certainly the funniest period in my life was my early twenties. I had not learned to say “no” in business yet. I found myself contracted as journalist and consultant for numerous companies, in multiple industries. The chaos ensued…. I was overworked, tired, and my live revolved around the next event. Learning to streamline commitments in the end will help you not only make more money, but have a more focused approach in your endeavors.

None of us are able to achieve success without some help along the way. Is there a particular person who you are grateful towards who helped get you to where you are? Can you share a story?

The truth is, at every turn in my week, I hear or am reminded of something a friend has said to me in the form of advice or encouragement. I think sometimes we don’t realize just how much our words can change someones life (for the better or worse). My gratefulness to my friends lies in an endless multitudes.

Thank you for that. Let’s jump to the core of our discussion. Can you share with our readers about the innovations that you are bringing to the travel and hospitality industries?

The town of San Gregorio da Sassola in a small commune just 30 minutes from the centre of Rome. Considered one of Italy’s ‘dying towns’ this village is home to a truly rich history and agricultural landscape that is 100% worth saving. Amongst it’s many attributes is Castello Brancaccio, this baronial castle built in the 10th century upon a tuffaceous spur that spreads out into the middle of a valley. Aside from this historic castle, the town is surrounded by a landscape and agriculture truly worth a visit… We’ve began acquiring and renovating properties in this small town with the goal of inviting guests to come experience what life in the Italian countryside is truly like. Experience slow living and dining on typical Italian cheeses, prosciutto, bread and olive oil. Wander out to get your fresh bread daily from the small local shops. Have your afternoon aperitif of choice in the café of the local town square. In season, we offer picnic lunches for you and your partner surrounded by the rolling hills ancient ruins and field’s of olive groves. We set up a private cooking session with one of the lovely local home cooks where you’ll learn to make homemade Italian pasta. We’ve even partnered with the local farmers to stock your kitchen with produce, meats, eggs and dairy, that will be available upon arrival and will allow you to create meals or your very own charcuterie board! For those who decide to visit this hilltop village, (or Borgo as it is called here) this is a dream come true and more. Located close enough to Tivoli and Rome that you don’t feel completely isolated but at the same time you get to escape the chaos of city life. Your neighborhood has a local bakery, stores to buy all of the groceries or anything you may need during your stay as well as all of the most incredible local treats such as wine and cheese and locally grown produce. All a stone’s throw from your front door at our Properties. It is our desire to bring life back into this sleepy Borgo and allow the community to flourish again. Learn more about our projects https://provincialleisure.com/airbnb. (https://provincialleisure.com/airbnb)

Which “pain point” are you trying to address by introducing this innovation and how do you envision that this might disrupt the status quo?

The biggest challenge in my business has been my own journey dealing with chronic illness. In 2018, I began experiencing repeated episodes of what I assumed to be food poisoning. The situation lasted for several months. No explanation could be found by any physician. Over the next 3 years, one symptom would subside, and new ones would take its place. In the end, it was friends and family suggesting that I look into alternative medicine that has helped me work my way back to a place where my health is stable again. But, overall, the experience took a huge toll and life never went back into place quite the same. Coupled with the Pandemic, I knew I needed a change. The convergence of timing that brought the business into Italy was all part of the journey.

As you know, COVID19 changed the world as we know it. Can you share a few examples of how travel and hospitality companies will be adjusting over the next five years to the new ways that consumers will prefer to travel?

Working with some of the largest hotel & hospitality companies before/during/after COVID19, we have seen very closely the ‘evolution of travel’. Statistics show that the number of solo travelers increased by 42% before the pandemic. These solo travelers are heading to the far corners of the world for adventure. But fewer and fewer people may settle for commonplace vacation activities in the coming years.

Instead, “Consumers are already searching and pursuing authentic experiences, distancing themselves from mainstream tourism providers and venturing into pastimes that feel more meaningful”. Airbnb bets on this trend. Airbnb has been offering customers the opportunity to book experiences on their website since 2016. Moreover, they have added online experiences in 2020 for those who wish to engage with locals without having to leave their homes. As a result of this shift in travel patterns, Provincial Leisure relocated physically to Italy. We are currently developing and offering in-house experiences with local farmers, chefs, agriculture experts, and more! This is just one of the many ways Provincial Leisure has adapted to changing travel trends. It emphasizes the importance of offering immersive experiences to customers planning to visit Italy in 2023 and in the coming years.

You are a “travel insider”. How would you describe your “perfect vacation experience”?

For me, the perfect vacation experience involves getting exactly what you want, for that specific trip.

My perfect vacation allows me to actually relax. The legwork was done before I ever left. I’ve utilized experts in the area to know the best locations, and my accommodation stay is effortless. You can find these types of stays both in hotels and Airbnb!

Travel is not always about escaping, but about connecting. Have you made efforts to cultivate a more wellness driven experience? We’d love to hear about it.

Our goal is to make the Italian experience as real as possible. We’ve created articles for our guests detailing where to explore the local cuisine. But more than that, we’re introducing our guests to the local butcher, taking them for a walk to see a window we just discovered comes from the 12th century, sitting down at the local bar to discuss the upcoming festival and let them ask questions about the history of the town. For once, we want to make travel more about community than destination. Setting up camp in San Gregorio da Sassola has allowed us to do just that, and this is only the beginning.

Ok, super. Here is the main question of our interview. Based on your experience and success, what are the five most important things one should know in order to create a travel experience that keeps bringing people back for more? Please share a story or an example for each.

  1. Actually experience it first. Creating an experience from afar is very difficult. There are times where ‘boots on the ground’ is the only way to create an authentic experience, especially when it comes to travel. If you’re considering creating an experience, you need to immerse yourself in it. Then you need to invite your friends and family. The collective whole is not only going to help you be authentic, those around you may be able to offer some valuable insight before you ever get started! Example: Before we ever offered our first “Aqueduct Hike” to a guest, we all went on the hike together. Everyone! The guides, the staff, friends, as well as potential customers. We did the same for the church tours, the in-home cooking classes, even the smaller things like having dinners at the cafes. Actually ‘experiencing the experiences’ is crucial when building something people will enjoy enough to tell their friends.
  2. Ask yourself “Who is my customer?”You’ll have to identify ‘who’ your ideal customer is, because how they enjoy something largely depends on who they are as a person. Example: If you ask an Italian “Would you like to join us for olive picking today?” ”, most likely they will respond with: “Why did all of your employees not show up?”. However, ask an American (especially one from a major city) if they would like to come on an olive picking experience and then have a picnic lunch in the field… not only would they be thrilled, they would pay you to arrange this! Why? Because you’re offering them the opportunity to enjoy something they can’t access where they live. In its most fundamental form, it is an experience. Experiences can be a powerful way to connect with people. They provide an avenue for shared memories and create an atmosphere of camaraderie. People are also more willing to pay for experiences they can’t get at home, as it adds to the uniqueness for them.
  3. Actively search for Inspiration. If you’re like us, you may be creating something in a space that’s totally untouched by tourism. San Gregorio da Sassola is still considered a ‘dying town’. Leah opened the very first Airbnb in the town, mine was the second. She was also the first American to move to the town… I was the second! For this reason, we are constantly searching for inspiration within the space to find ways to unitize the uniqueness of the land, the town, the current business owners, as well as locals who would potentially open a business, if there were customers. Opening the door for productive conversations can lead to innovative ideas.
  4. Start the Process. It doesn’t have to be perfect. What it evolves to within two years is not what it will be when you start. The perfect moment will never find you. You have to start somewhere, and you should definitely start now.
  5. Ask for help. Anything larger than yourself will require assistance. I previously mentioned “Who not How” by Dan Sullivan, this excerpt expertly explains this concept: “It can be easy to focus on How, especially for high achievers who want to control what they can control, which is themselves. It takes vulnerability and trust to expand your efforts and build a winning team. It takes wisdom to recognize that 1) other people are more than capable enough to handle much of the Hows, and 2) that your efforts and contribution (your “Hows”) should be focused exclusively where your greatest passion and impact are. Your attention and energy should not be spread thin, but purposefully directed where you can experience extreme flow and creativity.” My opinion is 90% of us like to fail a few times before we ask for help. But community is how you grow. That’s why community is the core of everything we do. So we can turn “tourism” into less Instagram photos, and more core memories.

Can you share with our readers how you have used your success to bring goodness to the world?

The unique thing about what we are doing is the unbelievable opportunity to invest In the local economy. You’ve probably heard “start at home to change the world” — that’s exactly what we are doing. A conversation with a local chef we have been utilizing for cooking classes really brought this home for us recently. We were having a meeting to discuss how we would arrange the experiences for the guests in the coming season, and how we would eventually love to start a local restaurant offering private classes with her when the tourism in the area can support it. Suddenly she had tears in her eyes. She went on to tell us that her dream for the past twenty years had been to be a professional chef. She had gone to university in Italy for cooking, even obtained the licensing to open her own restaurant, but the right partners had never come along. I truly sat in the car after the meeting and cried, not out of sadness, but out of pure joy. I remember saying to Leah “ I don’t even know why I am tearing up, this whole thing just makes me so happy because it’s real…”. Helping others realize their dreams and full potential is at the core of everything we are doing in Italy.

You are a person of great influence. If you could start a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. 🙂

Changing the world means taking an active role in my vision. We aim to provide people from all over the world with an opportunity to experience slow living so that they will recognize its beauty and help to preserve it. It is my passion to contribute to the transformation of the current world into something better, while also preserving the beauty of traditional practices. As a global citizen, I am striving to promote a slower pace of life, which I believe will be appreciated and protected by people in every corner of the world. In order to preserve Italy’s authenticity, we invest in agriculture, history, art, community, and traditions.

How can our readers follow you on social media?

If you’d like to follow me personally, you can find me on Instagram @ashleymlands! If you wish to explore travel and tourism happening across Europe, you’ll find Provincial Leisure @provincialleisure.EU.

This was very inspiring. Thank you so much for joining us!

Author(s)

  • Savio P. Clemente

    TEDx Speaker, Media Journalist, Board Certified Wellness Coach, Best-Selling Author & Cancer Survivor

    Savio P. Clemente, TEDx speaker and Stage 3 cancer survivor, infuses transformative insights into every article. His journey battling cancer fuels a mission to empower survivors and industry leaders towards living a truly healthy, wealthy, and wise lifestyle. As a Board-Certified Wellness Coach (NBC-HWC, ACC), Savio guides readers to embrace self-discovery and rewrite narratives by loving their inner stranger, as outlined in his acclaimed TEDx talk: "7 Minutes to Wellness: How to Love Your Inner Stranger." Through his best-selling book and impactful work as a media journalist — covering inspirational stories of resilience and exploring wellness trends — Savio has collaborated with notable celebrities and TV personalities, bringing his insights to diverse audiences and touching countless lives. His philosophy, "to know thyself is to heal thyself," resonates in every piece.