European travellers are opting for fewer trips whilst demanding richer, culturally immersive experiences, according to the 2026 European Experiences Traveller Outlook by Arival, in partnership with Civitatis. Despite financial constraints leading to reduced spending, travellers are focusing on experiences that offer relaxation, cultural connection, and personal growth.
The report highlights a decline in average trip spending in 2025, reflecting economic pressures across Europe. However, travellers, particularly younger ones, are still engaging in multiple experiences per trip. This demographic is driving demand for hands-on activities that promote learning and discovery, consistently outspending older groups in tours and attractions.
A notable trend is the increased intentionality in travel planning. With most individuals taking only one to three leisure trips annually, each journey is imbued with greater emotional significance. Travellers are meticulously evaluating options to ensure experiences are purposeful, reshaping how operators communicate value. Bruce Rosard, co-founder of Arival, stated, “Travellers may be taking fewer trips, but they want each one to count.”
The research also indicates a shift towards earlier bookings, with 78% of travellers reserving experiences in advance, largely due to the rise of online and mobile booking platforms. Douglas Quinby, another co-founder of Arival, noted, “This shift towards earlier booking is one of the most significant behavioural changes we’ve seen in years.”
Despite economic uncertainties, the number of experiences per trip remains stable, with travellers making deliberate choices to maximise value and meaning. The findings will be discussed in a webinar on 26 May, featuring industry experts from Arival, Civitatis, and Phocuswright
This story was selected and published by a human editor, with content adapted from original press material using AI tools and checked by the editor before publication. Spot an error? Report it here.
