A new report from Arival Travel reveals that experiences are driving travel planning, particularly among Gen Z and Millennial travelers. The 2025 US Experiences Traveler Outlook, the first report in Arival's 2025 Experiences Traveler Study series, offers an in-depth look at the behaviors, preferences, and intentions of US experience travelers.
Based on a survey of 800 American travelers and part of a larger study of 2,400 travelers across Europe and the United States, the report delves into the key trends shaping the tours, activities, and attractions industry. The findings will be a key topic at this year's Arival 360 event in Valencia , taking place from April 28-30.
Experiences are now fundamental to choosing a destination.
The report confirms the growing importance of experiences in travel decisions. Nearly two-thirds (65%) of travelers surveyed indicate that experiences play an important role in their destination choice. This trend is particularly evident among younger travelers (18-54 years old), who prioritize experiences, food, and available activities when choosing where to travel.
“Our latest research confirms a generational shift in travel planning,” says Douglas Quinby, CEO and co-founder of Arival. “The traditional traveler mindset of ‘I want to go here. What can we do there?’ is changing. For the rising generation of travelers, it’s now ‘I want to do this. Where are the best places to do it?’ The implications for the travel industry are profound. Travelers are seeking immersive and impactful experiences, and destinations and travel brands should put tours, activities, and experiences front and center.”
Arival's data also highlights the evolution of travelers' preferences regarding the types of experiences they seek. There is growing interest in culinary experiences, experiences with locals, themed tours or experiences, wellness experiences, festivals, and sporting events.
The report also sheds light on generational differences in how travelers plan their experiences. Younger travelers (ages 18-34) are more likely to plan and book experiences in advance, while older travelers (ages 55 and older) often prefer to plan closer to their departure date or even at the destination.
A more difficult environment in 2025
The Arival report suggests that economic concerns will continue to influence travel decisions in 2025. Rising costs and economic concerns weigh heavily on travelers. The majority of U.S. travelers plan to take one or two trips, and a significant percentage of avid travelers are not planning any trips this year. The report emphasizes that operators must plan carefully, anticipate a competitive environment, and focus on offering interest-based experiences to stand out.
Source: Arival.