Here are the key takeaways:
If you just look at spend, you'll miss the trend.
Experiences over possessions
This is a great sign.
Passionate travelers continue to propel the travel industry forward
In periods of stagnation, it's crucial to focus on this audience
but travel passions and ambitions are not.
Travel spending may be down...
But the macro trend for experiences is on the up
Taking a wider view, the experience industry is growing
This makes OTAs the fastest growing travel vertical, far outpacing travel growth overall (+16% since 2019).
(OTAs)
Who is an Explorer?
Here's what sets them apart.
Explorers do more on vacation than the average traveler
Who’s doing what?
Explorers (as their name suggests) do multiple trips per year. From family vacations to exotic getaways, the activities they book while traveling differ greatly depending on who they’re with and where they’re going.
So how do we begin to understand who’s booking activities, if they’re taking multiple trips: with their family, their friends, or even alone?
Who are the most common travel companions?
It’s most common for people to travel with partners, but solo travel is seeing a significant uptick, especially amongst women.
Your travel companion is the biggest influence on which experiences you book
Partner trips are the most common, and couples are most likely to consider a wider variety of activities.
Travelers think about experiences in four segments
Cultural, natural, and historical attractions and landmarks
Leisure attractions, theme parks, stadium tours, zoos and aquariums
Boat, bus, vehicle tours, and day trips
Small group walking tours, adventure tours, and immersive activities
People who booked cultural, historic, and natural monuments…
- Are most likely university educated
- Almost 60% said they traveled with their partners
- Italian and Spanish travelers visited museums most, and Americans were most likely to have visited a national park
People who book leisure activities and shows…
- Are most likely to travel with children / their families (61%)
- Are most likely to do “staycations” (38%)
- Are more likely to be American (+11% vs average)
People who booked boat, bus, and bike tours…
- Are most likely to book their accommodation in advance (4.9 months!)
- Have the highest average incomes
- Almost 60% are Gen Z or Millennials
People who book walking tours and niche activities…
- Are more likely to be urbanites (+14%) and favor city breaks
- Are more likely to travel with their partner (57% of tours)
- Have the longest average vacation length (4.6 days)
Download the full report to get more insights and boost your conversions
What’s included:
Detailed prompts on how to improve your offering and increase visibility
Data and insights to help you define your marketing strategy
An in-depth look at experience industry projections for 2025
Your new report contains the latest industry data, collated by our experts and broken down into actionable points.
Read it now and jump on the latest trends, learn how to improve your offering and understand your target market better than ever.