EXPERIENTIAL TRAVEL TRENDS OF 2019
Classes and workshops, family-friendly activities, and wellness experiences are the fastest-growing experience categories U.S. travelers are booking on vacation, according to TripAdvisor’s 2019 Experiences Trends Report. Our report, now in its second year, highlights trends in the tours, activities and experiences industry, sharing key insights into traveler bookings globally and travel trends to expect for 2019.
Health and well-being is high on the travelers’ agendas, as bookings for wellness experiences soar.
Global traveler bookings for wellness experiences jumped 69% year-over-year. Closer to home, U.S. traveler bookings for wellness experiences rose 82% over the previous year. A Széchenyi spa experience was the most booked wellness experience among global travelers, while a trip to La Fortuna’s mineral hot springs and Arabian baths in Granada also ranked among the top ten.
The hottest souvenir to bring back from a trip is a new skill: travelers are learning different skills during trips abroad enriching their lives beyond their trip.
Globally traveler bookings for classes and workshops almost doubled (+90%) year-over-year. This was even stronger among American travelers, as bookings for classes and workshops spiked by 94%. Travelers were dusting off their swords and channeling their inner Maximus last year, as a Roman Gladiator School: Learn How to Become a Gladiator became the world’s most booked class and workshop. Salsa dance lessons in San Juan, surf lessons at Sydney’s Bondi Beach and a Cambodian pottery class were also featured in the top ten.
Sightseeing and iconic attractions are a mainstay, but experiences must cater to the whole family.
Family-friendly activities have become a firm priority for global travelers as bookings shot up over 200% year-over-year. Closer to home, the trend is even stronger. U.S. traveler bookings for family-friendly activities grew a whopping +291% last year over 2017. While tickets and tours to the world’s top attractions, like a Faster Than Skip-the-Line: Vatican, Sistine Chapel and St. Peter’s Basilica Tour, remain the most-booked experiences globally, there’s a growing focus among travelers to have such experiences cater to the whole family – even the smallest ones. Experiences like a Waitomo Glowworm Caves Guided Tour and Skip the Line: Paris Louvre Museum Family-Friendly Tour are among the ten most-booked family-friendly experiences – these experiences let families see the world’s most iconic sites, while keeping everyone engaged.
“Travelers are booking more immersive experiences than ever,” says Molly Burke, a TripAdvisor spokesperson. “Visiting iconic sites is still a priority, but travelers are increasingly curating trips to suit their unique interests. Whether that means bringing the whole family along or booking rejuvenating wellness experiences, travelers have so many options to really customize their trip, and immerse themselves in the local culture. Experiences like a Waitomo Glowworm Caves Guided Tour and a Budapest Evening Sightseeing Cruise are not only exciting ways to spend your time on a trip — they are experiences that will stay with travelers for a lifetime, long after they’ve put away their suitcase.”
THE RANKINGS:
The fastest-growing types of experiences globally:
- Family-friendly (+204%)
- Classes and workshops (+90%)
- Wellness experiences (+69%)
- Cultural and themed experiences (+65%)
- Outdoor activities (+56%)
- Watersports (+47%)
- Food and wine experiences (+47%)
- Private and customized tours (+46%)
- Sightseeing tickets and passes (+45%)
- Cruises and sailing experiences (+44%)
For travelers wanting to incorporate these trends into their next trip, TripAdvisor Experiences is revealing the top 5 fastest-growing countries and destinations in the world (based on year-over-year booking growth) for…
Family-friendly activities…
Countries
- France (+618%)
- United Kingdom (+507%)
- Portugal (+336%)
- Spain (+294%)
- Italy (+276%)
Destinations
- Paris, France (+835%)
- London, United Kingdom (+520%)
- Florence, Italy (+441%)
- New York City, United States (+387%)
- Faro, Portugal (+348%)
Classes and Workshops…
Countries
- Argentina (+448%)
- Cambodia (+212%)
- Japan (+165%)
- Portugal (+141%)
- Spain (+120%)
Destinations
- Kyoto, Japan (+266%)
- Venice, Italy (+244%)
- Punta Cana, Dominican Republic (+117%)
- Siem Reap, Cambodia (+112%)
- Maui, Hawaii, United States (+98%)
Wellness experiences…
Countries
- Iceland (+1271%)
- New Zealand (+1115%)
- Turkey (+302%)
- Argentina (+94%)
- Hungary (+62%)
Destinations
- Reykjavik, Iceland (+637%)
- La Fortuna, Costa Rica (+105%)
- Mendoza, Argentina (+94%)
- Budapest, Hungary (+62%)
- Chiang Mai, Thailand (+58%)
Fastest growing types of experiences, by U.S. travelers:
- Kid Friendly (+291%)
- Classes & Workshops (+94%)
- Wellness Experiences (+82%)
- Cultural & Theme Tours (+77%)
- Sightseeing Tickets & Passes (+55%)
- Outdoor Activities (+54%)
- Food, Wine & Nightlife (+52%)
- Shopping & Fashion (+52%)
- Private & Custom Tours (+47%)
- Walking & Biking Tours (+46%) AND Cruises, Sailing & Water Tours (+46%) — tied
The world’s most booked experiences: 2018, US travelers:
- Faster Than Skip-the-Line: Vatican, Sistine Chapel and St. Peter’s Basilica Tour, Rome, Italy
- Chicago Architecture River Cruise, Chicago, United States
- NYC One World Observatory Skip-the-Line Ticket, New York City, United States
- Big Bus Paris Hop-On Hop-Off Tour, Paris, France
- Stonehenge, Windsor Castle, and Bath from London, London, United Kingdom
- Tuscany in One Day Sightseeing Tour, Florence, Italy
- Priority Access: Barcelona Sagrada Familia Tour, Barcelona, Spain
- Cliffs of Moher Tour Including Wild Atlantic Way and Galway City from Dublin, Dublin, Ireland
- Mr. Sancho’s Beach Club All-Inclusive Day Pass, Cozumel, Mexico
- Royal Castles of Neuschwanstein and Linderhof Day Tour from Munich, Munich, Germany
The world’s most booked experiences: 2018, global travelers
- Faster Than Skip-the-Line: Vatican, Sistine Chapel and St. Peter’s Basilica Tour, Rome, Italy
- Chicago Architecture River Cruise, Chicago, United States
- NYC One World Observatory Skip-the-Line Ticket, New York City, United States
- Big Bus Paris Hop-On Hop-Off Tour, Paris, France
- Tuscany in One Day Sightseeing Tour, Florence, Italy
- Stonehenge, Windsor Castle, and Bath from London, London, United Kingdom
- Priority Access: Barcelona Sagrada Familia Tour, Barcelona, Spain
- Mt Fuji, Lake Ashi and Bullet Train Day Trip from Tokyo, Tokyo, Japan
- Royal Castles of Neuschwanstein and Linderhof Day Tour from Munich, Munich, Germany
- Budapest Evening Sightseeing Cruise, Budapest, Hungary
The world’s most booked sightseeing tickets and passes: 2018, global travelers
- NYC One World Observatory Skip-the-Line Ticket, NYC, New York, United States
- Tower of London Entrance Ticket Including Crown Jewels and Beefeater Tour, London, England
- Skip the Line: Arc de Triomphe Including Terrace Access, Paris, France
- Skip-the-Line Rijksmuseum Amsterdam Admission, Amsterdam, The Netherlands
- San Antonio Zoo General Admission, San Antonio, Texas, United States
- Edinburgh Castle Entrance Ticket, Edinburgh, Scotland
- Skip the Line: Guinness Storehouse Entrance Ticket, Dublin, Ireland
- Gaudi’s Casa Batlló Admission Ticket with Smart Guide, Barcelona, Spain
- Skylon Tower Observation Deck Admission, Niagara Falls, Ontario, Canada
- Skip the Line: Florence Accademia Gallery Tickets, Florence, Italy
Methodology: Fastest growing experiences categories and fastest growing destinations for categories are based on year-over-year growth in bookings from 2017 to 2018. Most booked experiences are based on 2018 bookings.
About TripAdvisor Experiences
With over 140,000 bookable tours and activities around the world, TripAdvisor Experiences is a one-stop destination for planning all of your travel activities. From traditional sightseeing to food tours, day trips, and local experiences, travelers can find it all on TripAdvisor Experiences.