Arival today released its 2026 US Experiences Traveler Outlook, revealing a decisive shift in how Americans travel, plan and spend. Although most US travelers expect to take the same or fewer trips in 2026, they are spending more on experiences, booking earlier, and allowing tours, activities and attractions to shape where they choose to go.
The report, based on a survey of 800 US experiences travelers, shows 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 single most important factor, with 76 percent saying they matter more than weather, food or overall destination appeal. This marks a significant generational shift in how travel decisions are made.
Despite economic caution, travelers are reallocating spend toward what they value most. Average trip spend dipped slightly in 2025, but experience spend rose across every category. Younger travelers outspent older travelers by roughly $100 more per experience on average, underscoring the growing influence of Gen Z and younger millennials on the sector.
Travelers are also booking earlier. More than 80 percent now reserve experiences at least a day in advance, reversing the long‑standing pattern of same‑day, in‑destination booking. Younger travelers are leading the shift, with one in four under 35 booking experiences on their phone.
“Travelers may be taking fewer trips, but they’re making every trip count,” said Bruce Rosard, co‑founder and chief commercial officer of Arival. “What our research shows is a fundamental reordering of priorities: for some time now, experiences have been emerging as the anchor of travel decision-making. Younger travelers, especially, are choosing destinations because of 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, in‑destination booking. With more than 80 percent of travelers now reserving at least a day ahead – and a growing share booking on mobile – operators who invest in online discoverability, clear content and seamless mobile booking will be the ones who win.”
The report also highlights the diversification of demand. Sightseeing remains strong, but culinary experiences, immersive formats, local‑host activities and themed tours are among the fastest‑growing categories. This broadening of interest reflects a traveler base seeking deeper engagement, personal relevance and more meaningful ways to explore destinations.
Affluent travelers stand out as the only segment more likely to increase their trip volume in 2026. With higher‑income travelers showing greater resilience to economic uncertainty, they represent a growing share of opportunity for operators offering premium, private or VIP‑style experiences.
These trends will be explored at Arival 360 Valencia (27–29 April 2026) and Arival 360 Brisbane (22–24 June 2026), where global operators, distributors and technology leaders will examine how shifting traveler behaviour is reshaping the experiences sector worldwide.
