Skift Take
A massive survey of 18,000 travelers worldwide suggests that 2024 is shaping up to be a year when tours, activities, and experiences are decisive. Now if only marketers will catch up to reality.
So much of travel marketing focuses on the transactional, with tons of airtime and budget given to selling hotels and other classic travel products. Yet a mammoth survey of 18,000 travelers underscores how experiences are rising in importance.
Experiences, such as food, concerts, art, and hiking, increasingly help drive trip-planning decisions — though in different ways for different nationalities. Clues to the importance of the experiential in travel appeared in a striking chart released on Tuesday.
The data cam