Experience-driven decisions are important for European travellers
A new study by Arival, a travel market research firm based in Colorado, in the United States, reveals that European travellers are increasingly prioritising unique and immersive experiences when choosing their destinations, even as economic uncertainty leads to adjustments in travel frequency. The 2025 European Traveller Outlook Report, delves into the specific behaviours, preferences and intentions of European travellers, offering critical insights as the global experiences industry convened at Arival 360 in Valencia, Spain, recently.
According to a press statement by Arival, the report uncovers key trends shaping the European travel landscape. It says that experience-driven decisions are important for European travellers and the appeal of activities and experiences is now a dominant factor in destination selection, often outweighing considerations of affordability, accommodation, or ease of access. Overall, 57pc of travellers say experiences play a significant role in choosing where to go.
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In terms of trip frequency and length, most European travellers took three or fewer trips in 2024, with trips averaging a week in length. German and French people were more likely to be frequent travellers and took the longest trips, while Spanish travellers traveled less frequently and took the shortest trips, it adds.
According to the report, the spending habits, too, varied by nationalities and travellers from the United Kingdom demonstrated the highest average trip spend, driven by factors like higher air travel incidence, despite taking shorter trips. In contrast, Spanish travellers were the most budget-conscious, with the lowest average trip spend, reflecting lower household incomes and shorter trips.
Arival says that vis-a-vis generational preferences, while cultural sites, tours, and museums maintain broad appeal across age groups, younger travellers, from 18-34 years, are showing a strong preference for immersive and interactive experiences, including wellness activities, festivals, and adventure travel. Older travellers, aged 55 years or more, continue to prioritise culturally enriching experiences.
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According to the statement, there is a notable trend towards advance planning of experiences, with two in three travellers aged 18-54 years preferring to book activities ahead of time. This highlights the increasing importance of experiences in the pre-trip planning phase.
Arival says that the volatile macro environment is influencing travel patterns, with European travellers anticipating taking fewer trips in 2025 compared to 2024. However, younger travellers, affluent travellers, and Spanish travellers are exceptions to this trend.
Douglas Quinby
“This research paints a clear picture of the evolving European traveler. Experiences are now central to the travel decision-making process. While economic factors are causing some to adjust their travel frequency, the desire for unique and memorable activities remains strong. Businesses that understand these nuances, from the spending variations across countries to the generational demand for diverse experiences, will be best positioned for success. We will be exploring these strategies in depth at Arival Valencia,”Douglas Quinby, CEO and Co-Founder of Arival.
The 2025 European Traveller Outlook is based on an online survey of 1,600 active European travellers from France, Germany, Spain and the UK, conducted in the autumn of 2024.
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