The Experience Marketplace Special Project 2018

Summary

Travel is an experience. It’s about dreams and relationships. Daring, exploring, learning. Doing and not doing. Indulging and relaxing. Connecting, reconnecting. Travel is about being there. Active travelers, those who participate in travel activities, are a passionate subset who place high importance on travel. Travel is a key part of their life, and they take more trips and spend more on travel annually than the average leisure traveler. Flights and accommodation can be a notable part of the travel experience if a traveler is in a front-of-plane seat or staying in a unique accommodation, but mostly these products serve as logistics. It’s the things travelers do when they get there that inspire them to go places. 

For a comprehensive view of this Special Project: 

• View the recording of the original presentation 
• Download the presentation deck 
• Read the corresponding Special Project summary report: Experiences 2019: U.S. Travel Activities Market Opportunity & Consumer Behavior