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2025 U.S. & European Experiences Traveler Trends

The wants, drivers, behaviors & habits of the U.S. and European experiences traveler — Exclusive Insider Pro research session at Arival 360 | Valencia

Authors: Anne Failing and Douglas Quinby

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Summary

These slides were presented in a special research insights session during Arival 360 | Valencia, exclusively for Arival Insider Pro Access members. This presentation combines research from The 2025 European Experiences Traveler Outlook report and The 2025 U.S. Experiences Traveler Outlook report to provide insights into traveler trends in 2025: the wants, drivers, behaviors & habits of the U.S. and European experiences traveler.

Based on a survey of 2400 travelers, including 800 U.S. travelers and 1600 European travelers (from France, Germany, Spain and the U.K.), this presentation is part of a series of essential reports for any creator or seller of in-destination experiences serving U.S. and European travelers.

WHAT’S IN THIS PRESENTATION:

  1. The Experiences Traveler
    • Travel Behavior, Spend, Outlook
  2. The Experiences They Book
    • Habits: How Often, How Much (€)
    • The Tours They Seek – and What They Look for
  3. What They Want in a Tour
    • Group size, duration, tour traits
  4. The Path to Purchase
    • Inspiration & Discovery
    • Research Planning – and Your Marketing
    • Booking

WHO THIS PRESENTATION IS FOR:

Operators, resellers and marketers in travel experiences: tours, activities, and attractions.

THE 2025 EXPERIENCES TRAVELER REPORT SERIES

ACCESS THIS REPORT

The 2025 European Experiences Traveler Outlook is available at no cost to Insider Pro Access members, or for $399 to non-members.

WHY READ THIS REPORT

Inside Enterprise Attractions provides key operating insights on the world’s largest attractions, including the technology they use, how they market and distribute their tickets, and their priorities for new product and commercial initiatives. ​

  • For attractions: get benchmarks from your industry peers on operations, tourism readiness, distribution, marketing and technology. Understand how your attraction measures up to the global industry.​
  • For tour operators, travel companies and other organizations that work with attractions: get key insights on the operating practices and priorities of visitor attractions to improve your offerings and working partnerships.

WHAT’S IN THIS REPORT

  1. Inside the World’s Biggest Attractions:​ 
    • Study Overview & Methodology​
    • Visitor Attractions Defined​
  2. Enterprise Attractions: Market Profile​
    • Organization Size & Age​
    • For Profit & Not for Profit​
  3. Key Trends in Attractions Products: From Guided Tours to Timed-Entry​
  4. Distribution, Technology & Connectivity​
  5. Attractions Marketing: ​Channels, Challenges & Priorities​
  6. Summary Takeaways & Recommendations​

Sponsored in Partnership with:

Find the full list of publications in this research series here:

ACCESS THIS REPORT

Arival’s Global Operator Landscape (3rd Ed.): Inside Enterprise Attractions is available at no cost to Insider Free and Pro Access members, thanks to our report sponsor GetYourGuide. To access it simply sign up for a Free or Pro Access account, or ensure you’re logged in. 

Become an Insider Pro Access member today and get access to the full library of Arival research, plus many other benefits such as free consulting sessions, special discounts and 20% off in-person events, starting from $179 per year.

 

Check Out Our New Report
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The 2025 Tour Taker
Inside the mind of U.S. and European tour takers: who they are, what they want, and what operators need to know in 2025 Authors: Anne Failing and Douglas QuinbyEdited by: Janelle Visser
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