Travelers Pack More Experiences into Trips Despite Flat Spending

According to a new report from Arival and Phocuswright sponsored by Civitatis, travellers are packing more tours, activities, and attractions into their itineraries than ever before, even as per-person spending remains flat in the US and edges down in Europe. The study, which surveyed 2,550 travellers across the US, UK, France, Germany, and Spain, reveals that consumers now prioritize the sheer volume of holiday experiences over upgrading to higher-priced options.

Trip Duration and Activity Stacking: US vs. European Travellers

Data from the Travel Experiences 2026 report shows distinct differences in how American and European tourists consume travel products. US travellers who booked experiences averaged more than four tours, activities, or attractions per category during a single trip. They achieved this high activity stacking despite taking shorter holidays than their international counterparts.

Americans spent an average of 7.1 nights away from home, according to the findings. Meanwhile, European travellers took longer trips averaging 8.3 nights away, yet engaged in fewer activities per category overall.

Cultural Sites Versus Culinary Tours: Regional Preferences

Consumer preferences diverge significantly between North America and Europe when selecting specific holiday activities. Bruce Rosard, co-founder of Arival, noted that cultural sites and landmarks topped the interest list for 47% of Europeans.

In contrast, sightseeing tours led among Americans at 42%, closely followed by culinary tours and classes at 40%. Culinary experiences emerged as a standout preference for US travellers, with 40% expressing interest compared to 32% in Europe. Conversely, spa and wellness activities proved far more popular among Europeans, attracting 33% of respondents compared to just 23% of Americans.

Digital Shifts and Traditional Booking Habits

Despite ongoing digital growth across the travel industry, traditional booking habits remain surprisingly resilient. Fewer than half of all travellers in the US and Europe booked their most recent tour, activity, or attraction online.

Nearly one in five travellers under the age of 55, and almost a quarter of those aged 55 and over, still purchase tickets by walking straight up to a provider or ticket office. However, advance bookings are rising due to capacity concerns. Between 27% and 34% of respondents booked experiences before departure because they feared tours would sell out. Same-day bookings now account for just 18% to 24% of experiences, dropping sharply from as much as 60% in 2023.

Rosard pointed out that this shift reflects a fundamental change in travel planning. “This shows us that more travellers are choosing destinations based on the why of travel and booking those experiences in advance then ever before,” he stated.

The Fragmentation Challenge for Operators

The experiences sector continues to outpace the wider travel industry, growing at 17% in 2025 compared to 6% growth across the broader travel market. Yet, online bookings account for only 33% of experiences. This sits well below the 64% online share found across the broader travel market, highlighting the sector’s highly fragmented structure where more than 70% of operators are classified as small or micro-businesses.

Andrés Spitzer, CEO of Civitatis, emphasized the importance of curation in addressing this fragmentation. “This report confirms what we see every day: travelers want more from every trip, and in a market this fragmented, curation is what makes that possible,” Spitzer said. He added that platforms providing trusted quality will capture future growth as the sector continues its digital transition.

Frequently Asked Questions

How many activities do US travellers book per trip?

US travellers who book experiences average more than four tours, activities, or attractions per category during a single trip, according to the Arival and Phocuswright report.

What are the main differences between US and European travel preferences?

Europeans favor cultural sites and landmarks (47%) along with spa and wellness activities (33%), while Americans prefer sightseeing tours (42%) and culinary classes or tours (40%).

What percentage of travel experiences are booked online?

Online bookings account for roughly 33% of all travel experiences, with a significant number of consumers still purchasing tickets on the same day or via walk-up windows.