Shopping Is More Important to Travelers Than You Might Think

Arival research shows shopping is an essential part of the in-destination industry.

Shopping During Travel
Reading Time: 5 mins

by | 20 November 2019

Travelers today are more interested in having authentic experiences on their trip than ever before. But that doesn’t mean they don’t also love traditional tourist activities, such as searching for the perfect souvenir to bring back home.

New 2019 research from Arival found that shopping was the most popular activity U.S. travelers partook in while on a trip. In partnership with U.S. Travel’s National Council of Attractions and Experiences (NCAE), we found that three in five travelers (61%) shopped while they traveled. Arival surveyed 1,000 U.S. travelers who took a trip with an overnight stay and participated in a qualifying activity for this data.

Additionally, the majority of travelers made shopping purchases while participating in tours, activities and attractions.

Arival Consumer Survey 2019-Shopping

58% of travelers who did an activity, 62% of travelers who visited an attraction, and 67% of travelers who took a tour made a purchase during their experience. These purchases ranged from traditional gift shop items such as a T-shirt, jewelry or a postcard, to products that were used for the specific activity they participated in, such as sunscreen or a ball cap. 

Your Takeaway? 

Shopping opportunities matter to travelers who participate in things to do while traveling. Incorporate shopping opportunities into your activity.

Try fortifying your check-in office with a curated collection of sundries you think your guests would be interested in purchasing. One great example? An Arizona tour operator popular with bachelorette parties stocks their storefront with pink boas, sequin tiaras, and other photo-worthy bachelorette-themed items (use your imagination) for guests to purchase prior to their tour. 

Other ideas: If you run a walking food tour, swing by a quirky local retailer with your group that sells local cookbooks. Attractions shouldn’t regard their gift shop as an afterthought—try to sell items that are aligned with your establishment. 

Be sure to include shopping options in your tour, activity or attraction for the improved guest experience, and greater sales for you. 

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Tags: travelers, trends, shopping
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WHAT'S THE DIFFERENCE BETWEEN ARIVAL | ACTIVATE EDINBURGH AND ARIVAL 360 | VALENCIA AND WHICH SHOULD I ATTEND?

Since 2019, Arival has hosted one major event in Europe each year. For 2024-2025, we’re thrilled to offer two exciting events: Arival 360 | Valencia and Arival | Activate Edinburgh. Here’s a quick comparison to help you decide which event to attend—or why you might want to come to both:

Arival 360 | Valencia (28-30 April 2025)
  • Scope: Flagship European Event with a global reach; up to 30% of attendees from outside Europe, including the U.S., Middle East, LATAM, and APAC.
  • Audience: Experience creators, tech and distribution companies, and industry professionals from around the world.
  • Arival Theater Content: Global topics including: over-tourism and sustainability, technology, distribution, European consumer and operator trends.
  • Breakout Sessions: In-depth workshops on operational best practices, product expansion, AI, channel management, marketing tech, a Spain-specific track and an Innovation Showcase highlighting the most tech-savvy companies in our industry.
  • Networking: Connect with leading OTAs and distribution companies, and build valuable partnerships.
  • Location: Valencia, a stunning coastal city offering rich cultural experiences.
  • Attendees: Approximately 800, providing extensive networking opportunities.
Arival | Activate Edinburgh (23-25 November 2024)
  • Scope: Regional focus on the UK, Ireland, and the Nordic regions.
  • Audience: Operators and industry professionals from the region.
  • Content: Gain insights on regional topics like technology, distribution strategies, and hear from top regional tourism leaders.
  • Breakout Sessions: Experience hands-on learning at Edinburgh’s top attractions and tours, with sessions on visitor experience, digital journeys and innovative tour development. In-depth sessions for companies at the beginning of their digital journey and more advanced sessions for people and companies looking to elevate their experience.
  • Networking: With a more intimate setting. you’ll have more time to build deeper connections and create more meaningful interactions with your current and future partners including distributors, tech companies, DMOs and more.
  • Location: Edinburgh, known for its stunning architecture and historic charm
  • Attendees: Approximately 400, fostering an intimate peer-to-peer learning and networking environment.
Key Differences:
  • Global vs. Regional Focus: Valencia is a global event with an international audience, while Edinburgh is a regional event focused on the UK, Ireland, and Nordic regions.
  • Event Size: Valencia hosts about 800 attendees, providing broad networking opportunities, whereas Edinburgh’s 400 attendees create a more intimate, focused environment.
  • Content and Sessions: Valencia features global themes and advanced topics, whereas Edinburgh provides region-specific insights and hands-on experiential learning.
  • Location Experience: Valencia providing a coastal escape and Edinburgh offering historic and iconic attractions.
  • Who Will Be There: The most valuable part of Arival Events is the connections you make and the partnerships you build to grow your business. At Arival | Activate Edinburgh, you’ll engage with key industry players in the UK, Ireland, and Nordic regions. If your business focus is on these areas, Edinburgh is where you need to be. For those targeting broader European or global markets, Arival 360 | Valencia offers the ideal platform to network with international leaders and innovators. 
Why attend both?

With limited opportunities for business development, learning, and networking in our industry, attending both events is a strategic move. By participating in both Edinburgh and Valencia, you maximize your exposure to diverse markets and influential contacts. 

However, if budget constraints or a specific regional focus dictate your decisions, choose the event that best aligns with your primary business goals. Join us in Edinburgh for regional insights or Valencia for global perspectives—or better yet, attend both to fully leverage the potential of Arival’s expansive network.

For service providers such as a restech or ticketing platform, distribution company, or other services including marketing, AI tools, etc., attending both gives you access to attendees from both markets to connect with your current customers and to meet new ones!

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