Younger travellers, in the age group of 18-34 years, are more likely to plan and book experiences in advance, while older travellers
Arival, an events and intelligence platform, has conducted a study which says that two-thirds of travellers make their travel decisions based on experiences.
In a press statement, Arival says that the study reveals insights into the behaviour, preferences, and intentions of Gen-Z and Millennial experience travellers from the United States which confirms the rising prominence of experiences in travel decisions.
Nearly 65 pc of travellers surveyed indicate that experiences play a significant role in their choice of destination
It says that the report, based on a survey 800 travellers from the United States and part of a larger study of 2,400 travellers across Europe and the United States, the report delves into key trends shaping the tours, activities, and attractions sector. The findings will be a key topic at this year’s Arival 360 event in Valencia, taking place from April 28-30.
The report says that nearly 65 pc of travellers surveyed indicate that experiences play a significant role in their choice of destination. This trend is particularly evident among younger travellers (18-54 years old), who prioritise available experiences, food, and activities when selecting where to travel.
Douglas Quinby
“Our latest research confirms a generational shift in travel planning. The traditional traveller mind-set of ‘I want to go here. What can we do there?’ is changing. For the rising traveller generation, it is now ‘I want to do this. Where are the best places to do that?’ The implications for the travel industry are profound. Travelers are seeking immersive, impactful experiences, and destinations and travel brands should be putting tours, activities and experiences front and centre,” says Douglas Quinby, CEO and Co-Founder, Arival.
The data also highlights evolving traveller preferences in the types of experiences sought which shows a growing interest in culinary experiences, experiences with locals, thematic tours or experiences, wellness experiences, festivals and sporting events.
According to the report, younger travellers, in the age group of 18-34 years, are more likely to plan and book experiences in advance, while older travellers, over 55 years old, often prefer to plan closer to the departure date or even in the destination.
The report adds that rising costs and economic concerns are weighing on travellers. Most travellers from the United States plan to take 1-2 trips, and a significant percentage of avid travellers are not planning any trips this year.
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