American travelers make fewer trips but spend more on experiences, finds new Arival report | News
Arival today released its US Experiences Traveler Outlook 2026, revealing a decisive shift in the way Americans travel, plan and spend. While most American travelers expect to make as many or fewer trips by 2026, they are spending more on experiences, booking earlier and letting tours, activities and attractions determine where they go.
The report, based on a survey of 800 U.S. travelers, found that three in five travelers now consider experiences a very or extremely important factor in destination choice. Among 18-34 year olds, experiences are the most important factor; 76 percent say these are more important than the weather, food or overall appeal of the destination. This marks a significant generational change in the way travel decisions are made.
Despite economic prudence, travelers are reallocating their spending to what they value most. Average travel spend has declined slightly in 2025, but experience spend has increased across all categories. Younger travelers spend an average of about $100 more per experience than older travelers, underscoring the growing influence of Generation Z and younger millennials on the industry.
Travelers also book earlier. More than 80 percent now reserve experiences at least a day in advance, reversing the long-standing pattern of same-day destination bookings. Younger travelers are leading the way, with one in four booking experiences under 35 on their phone.
“Travelers may be making fewer trips, but they are making every trip count,” said Bruce Rosard, co-founder and Chief Commercial Officer of Arival. “What our research shows is a fundamental realignment of priorities: experiences have become the anchor of travel decision-making for some time now. Younger travelers in particular are choosing destinations for the experiences they can have there. That’s a profound shift for the industry.”
“This is also the first time we’ve seen such a clear move away from last-minute destination bookings. With more than 80 percent of travelers now booking at least a day in advance – and a growing number of bookings via mobile – operators who invest in online discoverability, clear content and seamless mobile booking will be the winners.”
The report also highlights the diversification of demand. Sightseeing remains strong, but culinary experiences, immersive formats, local guest activities and themed tours are among the fastest growing categories. This broadening of interest reflects a traveler base looking for deeper engagement, personal relevance and more meaningful ways to explore destinations.
Affluent travelers stand out as the only segment where their travel volume is more likely to increase by 2026. As higher-income travelers show greater resilience to economic uncertainty, they represent an increasing share of the opportunity for operators offering premium, private or VIP experiences.
These trends will be explored at Arival 360 Valencia (April 27-29, 2026) and Arival 360 Brisbane (June 22-24, 2026), where global operators, distributors and technology leaders will explore how changing traveler behavior is reshaping the experience sector worldwide.
