Fewer Trips, More Experiences: New Arival Consumer Research

Arival’s latest consumer research, focused on the U.S. experiences traveler, finds travelers in 2023 are taking fewer trips, but doing more experiences, than in 2019

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U.S. Travelers in 2023 took fewer trips, but booked more tours, activities and attractions for those trips, according to Arival’s latest consumer research.

Based on a survey of 1,000 U.S. travelers, the recently-released 2024 U.S. Experiences Traveler Outlook delves into the state of the U.S. experiences traveler – who they are, what they want, what they are looking for in 2024 – and some key trends shaping the tours, activities and attractions sector for the coming year. 

One of the highlights from this outlook report, which is the first in a series of reports based on this U.S. experiences traveler study, was a greater focus on booking experiences among U.S. travelers.

Travelers Book Average of 7 Experiences Per Trip

U.S. travelers are still not taking as many trips in 2023 as they did in 2019, according to the survey results. Frequent travelers, defined as those who took at least four leisure trips, accounted for just 28% of travelers in 2023, vs. 40% in 2019.

However, while travelers may be taking fewer trips, they are making the most of those trips. Travelers spent significantly more per trip on average in 2023 vs. 2019, with the spend increase driven in part by travelers booking more experiences per trip: experience travelers reported doing an average of seven experiences on a trip in 2023.

Average spend per trip for U.S. travelers has risen YoY since 2019.

“Experiences” combines tours, activities and visitor attractions. Engagement in each of these categories rose significantly over 2019, with the largest increase in tours. Travelers did an average of nearly five tours on a trip, vs. less than three in 2019.

The report goes into greater detail on which categories of tours are the most popular, average spend per trip, key traveler trends, behaviors, sentiment and trip intentions for 2024.


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Get Your Copy of the 2024 U.S. Experiences Traveler Outlook

The 2024 U.S. Experiences Traveler Outlook is available exclusively for Arival Insider Pro Access members — sign up and/or log in and download your copy today.

The outlook report is the first in a series of reports based on Arival’s latest U.S. consumer research. Look for more reports and articles to come in this series, focusing on:

Also, join us at the next Arival event to learn more about the experiences traveler, as we explore the latest travel trends, research results and experiences industry insights, with practical tips and takeaways for operators of tours, activities, attractions and experiences.

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