Travelers are packing more tours, activities, and attractions into their itineraries without increasing their overall spend, according to a new report from Arival and Phocuswright. The Travel Experiences 2026 report, based on a survey of 2,550 travelers across the US and Europe, reveals that US travelers now average more than four experiences per trip—surpassing their European counterparts even though their trips are typically shorter.
Regional Preferences: Culture vs. Sightseeing
The report highlights clear regional differences in what travelers prioritize. Europeans lean heavily toward cultural sites and landmarks, with 47% citing them as a top choice, while Americans favor sightseeing tours (42%) and culinary experiences (40%). Bruce Rosard, co-founder of Arival, noted, "Culinary experiences were a standout US preference, whilst spa and wellness activities were more popular among Europeans."
These insights align with broader shifts in travel behavior, such as Indian travelers moving toward immersive experiences and China's inbound tourism shift from sightseeing to immersive travel. The demand for authentic, localized experiences is clearly a global trend.
Booking Habits: The Persistence of Offline Channels
Despite the digital age, traditional booking methods remain stubbornly popular. Less than half of travelers booked their most recent experience online, and nearly one in five opted for walk-up bookings at the destination. Concerns over availability have prompted 27% to 34% of travelers to book in advance—a notable shift from 2023, when up to 60% booked on the same day.
This presents a significant opportunity for travel technology vendors and agents to streamline the booking process. As the sector moves online, platforms that can offer both convenience and reliability will likely gain an edge.
Market Growth and the Trust Factor
The travel experiences sector was valued at $253 billion in 2024 and is projected to reach $342 billion by 2029. However, only 33% of bookings were made online in 2025, compared to 64% for the overall travel market. Andrés Spitzer, CEO of Civitatis, emphasized the importance of quality and trust in capturing this growth: "As the sector moves online, platforms that make trust easy to find will capture this growth."
For tour operators and destination management companies, this means investing in transparent reviews, clear cancellation policies, and seamless mobile experiences. Hotels and cruise lines can also capitalize by bundling experiences into their packages, as seen with Evermore Orlando Resort's curated guest experiences.
Implications for Travel Professionals
The report underscores the need for travel professionals to adapt to changing consumer behavior. With travelers seeking more experiences per trip, there is a clear opportunity for cross-selling and upselling. Airlines and hoteliers can partner with local experience providers to offer exclusive add-ons, while travel agents can position themselves as curators of unique itineraries.
Moreover, the shift toward advance booking suggests that dynamic pricing and early-bird incentives could become more effective. As the market expands, those who prioritize trust and quality will be best positioned to thrive.
The full report is available at Arival.travel and Phocuswright.com.
