The latest consumer spending data from GetYourGuide highlights a shift in travel priorities, with travelers increasingly prioritizing experiences over traditional sightseeing. According to the report, nearly all travelers (90%) plan to spend the same or more on activities in 2024, and experiences are now the leading factor when choosing a destination, as reported by 98% of travelers. This trend reflects a growing demand for unique travel experiences and activities that align with personal passions.
The report also reveals that passion plays a significant role in driving travel decisions, with travelers seeking out destinations that offer unique cultural offerings and adventure opportunities. Cities like Fajardo, Puerto Rico (up 419% in bookings by American travelers) and Hoi An, Vietnam (up 284% globally) are experiencing a boom in popularity, likely due to their ability to cater to travelers’ interests and passions. This shift away from traditional sightseeing highlights a desire for more immersive and engaging travel experiences.
Another key takeaway from the report is that travelers are increasingly seeking out lesser-known destinations and experiences beyond the usual tourist hotspots. This trend is reflected in the top trending tours, which include visits to the Sagrada Familia in Barcelona, kayaking through the El Yunque Rainforest in Puerto Rico, and hot air balloon rides over Interlaken, Switzerland. This emphasis on unique and off-the-beaten-path experiences suggests a growing interest in exploring new and diverse destinations.
GetYourGuide has identified a new type of traveler, known as the “Explorer,” who is driving the experience economy. These travelers are characterized by their willingness to spend more on experiences, take longer trips, and travel more frequently. The rise of these high-value vacationers underscores the growing importance of experiences in the travel industry and highlights the potential for continued growth in the experience economy.
Overall, the data from GetYourGuide indicates a significant shift in travel preferences, with experiences now taking precedence over traditional sightseeing for many travelers. This trend reflects a growing demand for unique, immersive, and culturally enriched travel experiences that cater to personal passions and interests. As travelers increasingly prioritize experiences when choosing a destination, the travel industry may need to adapt to meet this changing demand and continue to offer innovative and engaging experiences to attract and retain travelers. The rise of the Explorer highlights the potential for continued growth in the experience economy as travelers seek out new and exciting ways to explore the world and create lasting memories.
