The charm and beauty of a destination aren't always enough to get travelers to book their next big trip. What travelers actually do on their trips is just as important, if not more so, than where the destination is, how they'll get there and where they'll sleep. Four in five travelers participated in a tour, activity, ticketed event or attraction on their last trip, a larger share than those who booked one of travel's biggest products: flight, hotel or car rental.
And travelers aren't waiting until the last minute when considering how to spend their time. Destination activity research happens early in the travel-planning process; two in five travelers research activities and things to do before even booking flights or hotels. The omnipresence of social media also evokes ideas of perfect, experience-filled photo opps before travelers even pack their bags. From cultural attractions and day trips to restaurants and shopping, travelers want to plan and know exactly what they'll be doing when they get there. Some of travel's biggest online players now act as a gateway to activities and offbeat local experiences that were difficult to research just a short time ago. Not only are destination activities more easily discoverable, but more opportunities – both traditional and unconventional – are cropping up, enabling travelers to fully immerse themselves in destinations more than ever before.
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Lots of travel research covers what travelers do while in-destination. Upcoming Phocuswright research uncovers what motivates them, what they expect from their trips, and the market opportunity behind travel's third-largest and fastest-growing segment. Design your own sponsorship package to learn more about experiential travelers, tour operators and the latest findings on the travel experiences marketplace.