The Maptique, a comprehensive travel boutique agency, is the go-to reference for those seeking unique experiences and exclusive recommendations on the most up-and-coming destinations. Founded in 2018 by Agnese Violati and Paola Mapelli, the agency combines ongoing research with a distinctive aesthetic to offer high-quality editorial content and travel guides that reveal hidden gems. Today, it strengthens its offering by curating exclusive experiences and events for individuals and businesses in the luxury, hospitality, and fashion sectors.
What inspires you? How do you nurture your curiosity and creativity?
Agnese: All artistic disciplines inspire me. I come from an artistic family—my mother is a restorer and painter. Growing up in Rome, you breathe in art and culture every day. You also experience a way of life that’s recognized abroad as la dolce vita: a lifestyle with slower rhythms, allowing you to fully enjoy the beauty the city offers.
Paola: Anything new, useful, shareable, and beautiful to the senses inspires me. Traveling, art, conversations with friends, and exploring new cities or countries with traditions different from ours nurture my creativity.
You define The Maptique as a “transmedia platform.” How did you shape it that way? What media do you use?
Our platform allows you to explore travel in a 360° way. On our website, you can read travel guides, book experiences, and buy souvenirs. Although we primarily serve a B2C audience, we also organize many experiences for brands and hotels, especially in Italy and Europe. It is a tailor-made service that offers, together with experiences and sharing of places, also strategic and communication consultancy.
How do you curate your travel guides?
Our travel guides are developed in collaboration with tastemakers from around the world or with hotels, such as Athens in partnership with House of Shila or Comporta with Quinta da Comporta.
What type of business model have you developed?
Our business is rooted in our platform and distinctive editorial approach, which has become highly recognizable. Over time, companies began requesting the same services we offer on our site but customized to their goals. For instance, we now collaborate with high-fashion brands to design experiences for their VIP clients, press trips, business journeys, branded content, photoshoots, and events.
What was your most life-changing trip? And a must-visit hotel?
Agnese: My most life-changing trip was to India. As for hotels, it’s subjective depending on the traveler. I just returned from the Côte d'Azur, where La Colombe d’Or is an extraordinary place. Dining and sleeping surrounded by paintings by Picasso, Chagall, and Renoir is truly unique.
Paola: It’s hard to choose one life-changing trip because every journey offers something valuable. But my recent trip to Sri Lanka was enchanting, full of spirituality. As for hotels, I recommend Coqui Coqui in Mexico or Ceylon Tea Trails in Sri Lanka—both are hidden gems that offer unforgettable experiences.
What about solo travel? How can someone step out of their comfort zone and take that courageous step?
Agnese: I’ve never traveled alone because I enjoy sharing travel experiences with loved ones. Now that I’m a mother, I love traveling with my children and seeing things through their eyes, as if for the first time.
Paola: Northern India or a retreat can be great solo travel options, depending on what phase of life you’re in and what you’re looking for. Otherwise, Australia for apple picking!
You’ve said, “Today, the experience and the world a brand belongs to are more valuable than the product itself.” What does that mean for businesses from a marketing perspective?
Yes, we confirm this. It’s no longer companies creating needs for consumers; instead, consumers influence companies. Nowadays, people connect more with the values and imagery that a brand communicates than with the product itself. This is why many fashion and luxury brands have loyalty programs where they offer experiences rather than material goods to their best customers.
When you sell experiences, do you collaborate with partners or use The Maptique as a marketplace to promote them?
Both. Sometimes we co-create experiences with our partners, while other times, we promote experiences through our website, newsletters, and Instagram.
What advice would you give to a startup founder?
Agnese: We're currently in a scale-up phase, but looking back, I would advise "don't rush". Success comes with consistent, quality work. Also, adopt a “learning by doing” and “fail fast” approach. If something doesn’t work, don’t be stubborn—pivot quickly and adjust.
Paola: I agree with Agnese. Additionally, it's essential to maintain freshness, determination, and patience. Surround yourself with solid, professional people who are humble and kind.
Finally, instead of asking what’s always in your bag, I’ll ask—what do you always pack in your suitcase?
Agnese: My entire skincare routine in travel size, a good book, and a film camera.
Paola: Red lipstick, sunglasses, my phone, and a disposable camera.
Picture credits @TheMaptique on Instagram
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