Diversity is the name of the game among European travelers, with trends, spend and trip intentions differing by country and age group. For operators, this means understanding the nuances between the different segments is essential to attracting and serving European travelers effectively.
For The 2025 European Experiences Traveler Outlook, we surveyed 1600 European travelers from France, Germany, Spain and the U.K. This new report from the The 2025 Experiences Traveler research series delves into the state of the European experiences traveler – who they are, what they want, what they are looking for in 2025 – and some key trends shaping the tours, activities and attractions sector for the coming year.
Fewer but Longer Trips for Most Traveler Segments
Looking at trip length and frequency among different traveler segments paints an interesting picture. Most European travelers took just three or fewer trips in 2024, but trips weren’t quick jaunts. On average, they were at least a week long, giving sufficient time for travelers to settle into vacation mode and experience a range of activities.
German and French travelers devoted the most time to travel. They were not only a more likely source of frequent travelers, but they also stayed the longest per trip.
Trip frequency differs by age group and income level as well — learn more in the full report.
Overall, a volatile macro environment is affecting global travel trends, and the majority of European travelers are planning to take fewer trips in 2025. Spain is the exception.
Operator Takeaway: Inflation, economic uncertainty and political instability are shaping the global economic climate, and travelers are entering the 2025 travel season with restrained enthusiasm. Operators and experience businesses should anticipate a challenging, competitive environment.
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Culture, Sightseeing on Top, but Younger Travelers Want More
Europeans prioritize experiences rooted in history and culture. Cultural sites, tours and museums are the most popular categories. But there are profound differences in experiences preferences by traveler age and younger travelers are driving a more immersive, interactive future.
Older travelers seek out cultural experiences while younger travelers are especially attracted to more immersive, interactive experiences. Travelers 55 and older are much more likely to seek out sightseeing and museums, while younger travelers are driving demand for amusement parks, wellness and outdoor excursions.
Operator Takeaway: Tailor your offerings and messaging to the different traveler age segments for the most effective strategy. For example, market visually engaging content that showcases the immersive and interactive elements of your product offerings for younger travelers, and lean into culture for the older crowd. Learn more in the full report.
Dig Deeper with The 2025 European Experiences Traveler Outlook
The latest Arival consumer report delves into the state of the European experiences traveler – who they are, what they want, what are they looking for in 2025 – and some key trends shaping the tours, activities and attractions sector for the coming year. This outlook report, exclusively for Arival Insider Pro Access members, delves into the key trends, behaviors, sentiment and trip intentions of the European experiences traveler.
Learn More with Arival Research
The 2025 Experiences Traveler Research Series
This consumer research series delves into the wants, preferences, attitudes and buying habits of the U.S. experiences traveler. Based on a survey of 2400 travelers from across Europe and the U.S., this series of reports examine different aspects of the tours, activities and attractions traveler: who they are, what they book, why they book and what they want, how and when they book, what matters most to them, and much more. This is an essential research series for any creator or seller of in-destination experiences in the U.S. and Europe.
Find the full list of publications in this research series here:
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