Travel isn’t so much about the places you go as the people you meet along the way. Whether it’s a conversation with a local that led you to an off-the-beaten-path adventure or a fellow tour taker turned lifelong friend. Everyone, I’m sure, has a few great stories to share about the people they’ve met while traveling.
But while those serendipitous encounters are not necessarily something you can plan into your trip, for many younger travelers in particular, they’re prioritizing the types of experiences that put the social element of travel at the center.
The 2025 Tour Taker report delves inside the minds of U.S. and European tour takers: who they are, what they want, and what operators need to know in 2025. Based on a survey of 2,400 travelers across the U.S. and Europe, this outlook report is part of a series of essential reports for any creator or seller of in-destination experiences serving European and U.S. European travelers.
Younger Tour Takers Seek a Social Component
All travelers want to see the sites, explore a city, try local treats and discover highlights and hidden gems — these are among the top things tour takers look for in tours. However, when we look at the data by age, it reveals a shift — younger travelers are looking for something more… social.
For younger travelers, getting those Instagram-worthy photos to share on social media, and meeting other travelers are especially important. Gen-Z and younger Millennials (18-34-year-olds) from the U.S. and Europe are twice as likely as older travelers 55+ to say “meeting fellow travelers” is an important reason for booking a tour.
The social component also shows through in the types of tours younger travelers are booking. While sightseeing remains the most popular category for older (55+) travelers, younger travelers (Gen-Z and millennials) are driving the growth in and demand for more immersive, experiential tours that involve food, activities, special interests and guest engagement.
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Social Video Leads in Tour Discovery & Planning
How do travelers find the types of tours they want to take? Social media plays an increasingly important role here as well. And it makes sense — if you want a social experience that will look good on Instagram or TikTok, where better to discover it than through other travelers’ posts on those platforms?
Travelers turn to multiple channels – mostly online – to discover and choose tours and experiences for their trip. Social video platforms are now a driving force in tour discovery for U.S. and European travelers, and especially for Gen-Z and Millennials, and there are significant generational differences in how travelers are discovering and choosing experiences, as well: YouTube, Instagram and TikTok are most important for younger travelers.
Operator Takeaway: Lean Into the Social Side of Travel
For younger travelers in particular, tours aren’t just about seeing the sights — they’re about making connections. So how can you design your tours to foster those connections? Think of ways you can encourage interaction among your guests. How can you build in intentional moments that spark conversation?
At the same time, ensure your experience is highly “shareable”: facilitate visually appealing moments that travelers will want to post on Instagram or TikTok — whether that’s taking guests to a unique angle of scenic view, or offering behind-the-scenes access to a popular attraction. Ensure you’re also actively engaging on social video platforms, because that’s where younger travelers are most likely to find you.
In short: make your tour both social and social-media friendly. That’s where the next generation of tour takers is headed. Learn more in the full report.
Dig Deeper with The 2025 Tour Taker Report
The latest Arival consumer report, exclusively for Arival Insider Pro Access members, delves inside the minds of U.S. and European tour takers: who they are, what they want, and what operators need to know in 2025.
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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Header photo: Pexels / Daan Stevens
