Travellers are cramming more tours, activities, and attractions into their trips whilst maintaining steady spending levels, according to a new report by Arival and Phocuswright. The "Travel Experiences 2026" report, based on a survey of 2,550 travellers across the US and Europe, reveals that US travellers average more than four experiences per trip, surpassing their European counterparts despite shorter trips.
The report highlights distinct preferences between regions, with Europeans favouring cultural sites and landmarks (47%), whilst Americans lean towards 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."
Despite the digital age, traditional booking methods persist. Less than half of travellers booked their most recent experience online, with nearly one in five opting for walk-up bookings. Concerns over availability have led 27% to 34% of travellers to book in advance, a shift from 2023 when up to 60% booked on the same day.
The travel experiences sector, valued at $253 billion in 2024, 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, emphasised the importance of quality and trust in capturing market growth, stating, "As the sector moves online, platforms that make trust easy to find will capture this growth."
The full report is available at Arival.travel and Phocuswright.com
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.
