Despite economic caution, travelers are reallocating their budgets towards what they value most. While the average trip spend slightly decreased in 2025, spending on experiences increased across all categories. Younger travelers, particularly Gen Z and younger millennials, are outspending older travelers by around $100 more per experience on average, underscoring the growing influence of these groups in the sector.
Booking patterns are also changing. Over 80% of travelers now book experiences at least a day in advance, marking a departure from the traditional trend of same-day, in-destination bookings. Younger travelers, in particular, are embracing mobile-first planning, with one in four under 35 booking their experiences via their phones. As Bruce Rosard, co-founder and chief commercial officer of Arival, explains: “Travelers may be taking fewer trips, but they’re making every trip count. What our research shows is a fundamental reordering of priorities: experiences are becoming the anchor of travel decision-making. Younger travelers are choosing destinations because of the experiences they can have there.”
This shift is also influencing the types of experiences travelers are seeking. Sightseeing remains popular, but culinary experiences, immersive formats, local-host activities, and themed tours are growing rapidly. This diversification reflects a desire for deeper engagement and more meaningful ways to explore destinations. Affluent travelers, the only segment more likely to increase their trip volume in 2026, show greater resilience to economic uncertainty, presenting a growing opportunity for operators offering premium, private, or VIP-style experiences.
These trends will be discussed at Arival 360 Valencia (27–29 April 2026) and Arival 360 Brisbane (22–24 June 2026), where global operators, distributors, and technology leaders will explore how shifting traveler behavior is reshaping the global experiences sector.
