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Travel experiences 2
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Travel experiences

The new engine of global tourism

From authenticity to entertainment: why travelers choose experiences over destinations

The global market for travel experiences is experiencing unprecedented growth. According to the report The Evolving Role of Experiences in Travel, published by McKinsey & Company in collaboration with Skift, today's travelers are no longer satisfied with just visiting a destination, but want to have memorable experiences.

This trend is redefining the tourism industry, with annual spending estimated at between $1.1 and $1.3 trillion on activities related to entertainment, culture and exploration. Find out how tour operators can capitalize on this growth and offer unique and engaging travel experiences. 🚀🌍

1. Experiences are the primary driver of travel decisions

For many travelers, experiences have surpassed the destination as the main factor in choosing a trip.

📌 52% of Generation Z are willing to spend more on unique experiences, compared to only 29% of Baby Boomers.

📌 Cultural and immersive experiences are becoming a priority, with a growing focus on authenticity and local involvement.

📌 Entertainment is at the top of the list: shows, concerts, exclusive events and experiential tours are among the most requested activities.

For tour operators, this means rethinking their offer and giving more space to experiential activities. 🎭🏕️

2. The role of expert guides and human interaction

Travelers increasingly appreciate the value of local guides and personalized experiences.

📌 Guided tours and experiences with experts are experiencing exponential growth.

📌 Operators are investing in staff training to offer authentic and engaging experiences.

📌 Travelers want to feel part of the local culture and not just be spectators.

A travel experience becomes memorable when it is enriched by valuable human interactions. 🤝🌟

3. The booking revolution: digital advances, but offline resists

Despite digitization, almost half of all experience bookings are still made offline.

📌 47% of bookings are made through hotel concierges, phone calls or traditional agencies.

📌 Only 22% of bookings are made through OTAs and digital platforms.

📌 Travelers are looking for greater flexibility and security, often preferring human contact before booking.

Companies in the sector must offer a mix of digital and offline channels to maximize conversions. 📲📞

4. Marketing strategies to intercept the demand for experiences

To capitalize on the experiences trend, tour operators need to refine their marketing strategies.

📌 Satisfy demand with tailor-made experiences, segmenting the public according to their preferences.

📌 Do smart marketing, using images and keywords that enhance the experience offered.

📌 Capture the discovery phase, using social media and travel communities to inspire travelers.

Experiences must be communicated in a clear and engaging way to attract the right audience. 🎯📢

📢 Want to create unforgettable travel experiences? Find out how to improve your offer and intercept travelers looking for unique emotions!