The Experience Marketplace: Market Opportunity and Consumer Behavior for Experiential Travel

A Phocuswright Special Project

The Experience Marketplace: Market Opportunity and Consumer Behavior for Experiential Travel

Phocuswright has conducted extensive research on how travelers are planning and booking their trips and how they choose their destination.

But what about the real motivation behind the trip: the experiences travelers are seeking once they arrive?

  • What is the motivation and expectation for these experiences?
  • How does the experience affect the destination decision, what they purchase, and how they book?
  • What is the market opportunity across a range of experiences, and how can travel brands best serve those segments?

Phocuswright is embarking on a new study to size and assess the travel experiences marketplace in the U.S. Utilizing a three-pronged approach with a U.S. tour operator survey, a U.S. consumer survey, and market sizing and interviews, Phocuswright's analysts will reveal key findings including:

Traveler demand
  • Travelers, trips, spend and segmentation
Tour operator supply
  • Supply (number of operators/suppliers)
  • Gross bookings with forecasts through 2020
  • Segmentation by
    • Channel (direct and intermediated, online and offline)
    • Supply type (packaged, escorted, multi-day, etc.)
  • Evaluate traditional operators as well as new models and suppliers (e.g. peer-to-peer experience marketplaces)

Sponsors will learn:

  • What motivates travelers?
  • What do they seek and expect from their trips?
  • How do the various experiences affect the destination decision, what they purchase, and how they book?
  • What is the market opportunity across a range of experiences, and how can travel brands best serve those segments?
  • … and more!

Choose the sponsorship that supports your organization's objectives.

Deliverables* can include (depending on sponsorship level):

  • Industry survey custom questions
  • Findings, analysis and recommendations delivered as an in-depth slide presentation
  • Proprietary white paper
  • Analyst presentation via a group/private/public webinar
  • Branding and publicity acknowledgement and rights
  • PDF copy of the summary report that can be shared internally and with members
  • PhocusWire marketing

* Some deliverables are limited and available on a first-come, first-served basis.

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Contact our team today: +1 860 350-4084 x501 • Email