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Demand for experiences surges as travelers prioritize activities over relaxation

Phocuswright, a travel research firm, reports that the experiences sector of the travel industry has returned to pre-pandemic business levels, growing faster than other industry segments. This recovery follows the COVID pandemic, which initially hit the sector particularly hard.
With 64% of travelers selecting experiences as their top preference, demand is shifting away from passive leisure toward structured local activities. This trend demonstrates a broader consumer preference for immersive and meaningful travel experiences.
Culinary and wellness activities remain popular choices for travelers, alongside consistent interest in historical and educational tourism. Travelers frequently select cultural sites and landmarks, though preferences vary significantly by region.
Complicating online distribution efforts, the majority of experience operators are small or micro-businesses, creating a fragmented landscape. This lack of centralized major players makes the sector distinct from more consolidated travel segments.
Offline channels remain common, as digital adoption in this sector lags behind the broader market. Online booking channels currently account for a minority of total bookings.

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Demand for experiences surges as travelers prioritize activities over relaxation

Hit especially hard by the COVID pandemic, the experiences sector of the travel industry has returned to pre-pandemic levels of business, growing faster than much of the rest of the industry. A new report from Phocuswright shows that bookings in…

8 days ago

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