Two-thirds of travelers say activities, experiences influence where to go on holiday – a topic that will be explored at the upcoming Arival 360 event in Valencia
A new report from Arival reveals that experiences are now a driving force in travel planning, and that this is being driven by Gen-Z and Millennial travelers. The 2025 U.S. Experiences Traveler Outlook, the first report in Arival’s 2025 Experiences Traveler Research Series, offers in-depth insights into the behavior, preferences, and intentions of U.S. experiences travelers.
Based on a survey of 800 U.S. travelers and part of a larger study of 2,400 travelers across Europe and the U.S., the report delves into key trends shaping the tours, activities, and attractions sector. The findings will be a key topic at this year’s Arival 360 event in Valencia, taking place from April 28-30.
Experiences now central to destination choice
The report confirms the rising prominence of experiences in travel decisions. Nearly two-thirds (65%) of travelers surveyed indicate that experiences play a significant role in their choice of destination. This trend is particularly evident among younger travelers (18-54 years old), who prioritize available experiences, food, and activities when selecting where to travel.
“Our latest research confirms a generational shift in travel planning,” says Douglas Quinby, CEO and co-founder of Arival. “The traditional traveler mindset of ‘I want to go here. What can we do there?’ is changing. For the rising traveler generation, it’s now ‘I want to do this. Where are the best places to do that?’ The implications for the travel industry are profound. Travelers are seeking immersive, impactful experiences, and destinations and travel brands should be putting tours, activities and experiences front and center.”
Arival’s data also highlights evolving traveler preferences in the types of experiences sought. There’s growing interest in culinary experiences, experiences with locals, thematic tours or experiences, wellness experiences, festivals and sporting events
The report also sheds light on generational differences in how travelers plan their experiences. Younger travelers (18-34 years old) are more likely to plan and book experiences in advance, while older travelers (55+) often prefer to plan closer to the departure date or even in the destination.
A tougher environment in 2025
Arival’s report suggests that economic concerns will continue to influence travel decisions in 2025. Rising costs and economic concerns are weighing on travelers. Most U.S. travelers plan to take 1-2 trips, and a significant percentage of avid travelers are not planning any trips this year. The report emphasizes that operators should plan cautiously, anticipate a competitive environment, and focus on offering interest-based experiences to stand out.