Curio Collection Launches the Curious Gene Program

The Curio Collection by Hilton, after some research, decided people seek unique experiences as a part of their travel. In response, the brand is sponsoring DNA testing for 30 travelers, to see if they have the DRD4-7R gene, otherwise known as the “wanderlust gene.”

According to scientists, the gene exists in about one in five people. Curio’s research partner BrandIQ and genetics lab Fulgent Genetics broke the gene down further into five “types” of people who possess it.

There’s the Curious Pathfinder, who likes spontaneous, rustic and authentic travel; the Curious Epicurean, about food, drink and the sense of sight, smell and taste; the Curious Culturalist, who prefers style and passion at the heart of travel; the Curious Spiritualist, who enjoys relaxed, grounded and inspirational travel; and the Curious Challenger, who thrives on exotic, active and well-planned travel.

After testing its 30 travelers, Curio picked five individuals who represented the five gene subcategories. Those five were inducted into a live observational study and filmed in their natural travel states.

“A curious traveler is someone whose desire for one-of-a-kind discoveries draws them to distinctive hotels that are an essential part of their travel experience,” said Stuart Foster, vice president, global brand marketing, Curio Collection by Hilton. “Through our Curious Gene program, we are hoping to ignite curiosity in all people by helping them determine their next authentic travel moment at one of our more than 40 global hotels and resorts handpicked for their unique character — be it an epicurean adventure at the recently opened Lil’ B Coffee & Eatery or Siren within The Darcy Washington, D.C., or a tranquil, beachside spa experience at the iconic Hotel del Coronado in California.”

Want to see what happened during the observational study and take your own wanderlust gene-type quiz? Visit becurious.citiesbycurio.com.