Travelers think they want Stonehenge - but what they remember is a pint shared with locals, the scent of wild hedgerows, and a guide who brings the landscape to life.

In the final episode of our Emerging Multi-day Tour series, we sit down with Will Cairns, Managing Director of Active England Tours, to explore how a soft-adventure brand transforms repeat UK visitors—mostly American retirees—into lifelong fans through curation, kindness, and flexibility. From e-bikes and support vans to clever Sunday tour starts that lower hotel costs, Will shares the thoughtful decisions that create value without ever sacrificing soul.