The Travel Experiences Trend Tracker focuses on the in-destination travel experiences industry.

It includes the following data sources:

Online quantitative survey

• 6,256 respondents across 6 geographies
• Fieldwork completed February 2024
• 25–64 years old (even split)
• Even male/female split
• Travellers (completed a leisure trip within the past 12 months)

AI natural language analysis

• 14,000 open-ended consumer responses
• Analyzed using advanced natural language processing (NLP) algorithms
• AI-driven insights extraction undertaken by Mizzouri

GetYourGuide platform data

• Site & visitor data (100M visits per month)
• Booking and app data (110k experiences globally)

Experiences are the most influential part of the travel planning process

98% of travellers said experiences are 'very or extremely important' when considering where to go.

Experiences are at the core of customers’ traveller decisions — both when deciding where to go in the first place, or deciding how long to stay.

Generating demand and capturing demand are key to a healthy and prosperous travel ecosystem. The good news? It’s easier than ever to market to millions.

1. About this research
2. Why experiences are the core of the travel industry
3. How travellers decide where to go
4. Identifying the most important travellers
5. Turning data to dollars