Tourist Experiences: A Key Factor in Travel Planning

A new report from Arival Travel highlights a major shift in travel planning, with experiences now playing a decisive role in destination selection—especially among Gen Z and Millennial travelers.

The 2025 US Experiences Traveler Outlook, the first in Arival’s 2025 Experiences Traveler Study series, surveyed 800 American travelers, as part of a broader 2,400-person study across the U.S. and Europe. The findings will be a key topic at Arival 360 Valencia, taking place April 28-30.

Experiences Now Shape Destination Choices

According to the report, 65% of travelers prioritize experiences when selecting their vacation spot. This is even more pronounced among travelers aged 18-54, who focus on activities, cuisine, and cultural immersion when choosing where to go.

“Our research confirms a generational shift,” says Douglas Quinby, CEO of Arival. “Travelers are no longer asking, ‘What can we do there?’ Instead, they’re saying, ‘I want to do this—where’s the best place for it?’ Destinations and brands need to put tours, activities, and immersive experiences at the forefront.”

Among the most in-demand experiences:
Culinary experiences
Local interactions
Themed and wellness experiences
Festivals and sporting events

Generational Booking Habits & Economic Challenges

The study also reveals key differences in how travelers plan:
Younger travelers (18-34) tend to book experiences in advance
Older travelers (55+) prefer last-minute or on-the-spot bookings

Looking ahead to 2025, economic concerns will impact travel behavior. Rising costs mean that most U.S. travelers will take just one or two trips, with some frequent travelers skipping vacations entirely. To stand out in a competitive landscape, tour operators must focus on tailored, interest-driven experiences.