Walking and cycling are more popular than ever, but how do you turn such a journey into a truly memorable experience for guests? According to Wouter van den Berg of Routebureau Nederland, the answer lies in the power of stories. With RouteBeleving op Maat™ (Route Experience on Demand), he develops personalized routes that allow guests to not only move but also experience.
"A route map or app tells you where to go," he says, "but not what the landscape means. We bring that narrative back—with audio stories that start automatically along the way once you arrive. This way, your guests experience the environment with their head, heart, and ears."
From map to character
Every RouteBeleving op Maat™ (Custom Route Experience) starts and ends at a specific accommodation. "Guests start the free app and can immediately set off, hassle-free. The app guides them, so there's no getting lost," explains Van den Berg. The concept takes care of everything for the business owner. Routebureau Nederland takes care of everything: from the route layout along the most scenic paths to the production of the audio guides and promotional materials. "Within four weeks, the experience route is ready for use," says Van den Berg. "And we remain involved even after that. We monitor participant feedback and adjust routes if anything changes in the terrain. This way, the experience remains current and reliable."
Local stories, professionally told
The stories you hear along the way are custom-written and narrated. No dry facts, but captivating narratives that bring the surroundings to life. "The tone can vary—adventurous, educational, or relaxing—depending on the accommodation's target audience."
A good example is the audio tour "The Forgotten Defense Line" in Nederweert. Around the Kanalenviersprong, a strategic point during World War II, visitors listen to stories about casemates and other defenses. Places you might otherwise pass by without thinking are brought to life this way. "This transforms a regular bike ride into a journey of discovery through history."
Also in Drenthe, at PUUR Exloo, Routebureau Nederland created an experience route that functions as an Outdoor Museum. Guests discover stories about dolmens, burial mounds, a hiding place, and centuries-old farms. "The great thing is: children find it exciting, parents find it interesting, and everyone learns something – without it feeling like a lecture."
And on the Utrechtse Heuvelrug, near the holiday parks Soof Heuvelrug and De Thijmse Berg, a 9-kilometer nature walk takes you past the Kwintelooijen nature reserve, the Dikkenberg estate, and the Willem III Plantage. "Along the way, you'll hear how the landscape was formed and the stories that unfolded here. This gives guests a much deeper experience of the place."
Fully unburdened, endlessly expandable
For recreation entrepreneurs, RouteBeleving op Maat™ primarily means convenience. “We deliver everything ready-made: the route, the starting sign, the flyers, and the digital materials,” explains Van den Berg. “In addition, every route receives a personal touch, with a custom-made start and end point that mentions, for example, the brasserie or restaurant. This ensures that the experience lingers long after the walk or bike ride is over and also provides commercial added value for the client.”
Expansion is easy: businesses can add extra routes, languages, or audio points without increasing the fixed annual fee. "Even seasonal adjustments are possible," adds Van den Berg. "Think of a winter version with Christmas-themed stories or a spring walk filled with nature sounds. This way, the route remains surprising and relevant for returning guests year-round."
"We want to keep the experience accessible," says Van den Berg. "Whether you're a large holiday park or a charming B&B with two rooms, everyone can offer their guests a professional itinerary with stories."
Moreover, the concept isn't just for avid hikers or cyclists. "Our routes are for everyone who wants to enjoy the surroundings," he emphasizes. "All distances are possible – from a short 20-minute discovery loop to a full day trip. This makes it a relaxing way for all guests to explore the area."
Experience as a distinguishing feature
According to Van den Berg, the growing demand for "real experiences" represents a lasting shift in guest expectations. "Guests want more than a beautiful view or a comfortable bed. They want to experience something they'll remember and share. A story that resonates with the location and what they feel during their stay."
Experience is increasingly becoming a differentiator for recreational businesses. "With a Customized Route Experience™, you literally give your location its own voice," he says. "You demonstrate your pride in your surroundings – and that you want to offer guests more than just a place to stay. That's what people appreciate, and what keeps them coming back."
With thanks to (knowledge about routes): Wouter van den Berg, from Routebureau Nederland
Wouter: "Are you also curious about the possibilities of a customized Route Experience™ at your location? We offer a complete solution for recreation businesses who want to offer their guests a unique walking or cycling experience, directly from their location."
Includes:
- Customised route from your front door (walking or cycling)
- Three spoken audio stories about the area
- Personalized opening and closing message
- Navigation and stories via the free app
- Promotional materials: flyers, start sign and QR code
- Monitoring, support and updates
Expandable with:
- Additional routes
- Additional audio stories
- English and German
- Season updates
Delivery time: within 4 weeks
More info: www.routebureaunederland.nl