Fewer people are choosing a vacation destination and then deciding what to do when they get there. Nowadays, visitors and guests look for meaningful, memorable, and immersive travel experiences that offer more personal value than the excursions they see in a brochure. These might include outdoor adventures, culinary tours, and wellness retreats.
There’s research to back this all up. According to McKinsey & Company, 63% of visitors consider the range and quality of local activities when selecting destinations, while 53% look for authenticity, such as the ability to experience local customs and culture.
Below, you can learn how experiences influence potential visitors and how to promote offerings to experience-driven consumers.
Why Are Rewarding and Memorable Experiences Important in Travel Decisions?
There’s been a growing trend toward experiential travel in recent years, especially among younger generations. According to McKinsey & Company, 52% of Gen Zers say they splurge on travel experiences rather than conventional travel, compared to only 29% of baby boomers.
But why? Well, experiential travel triggers an emotional response in visitors and guests, thanks, in part, to popular books and movies. Delia Owens’ 2018 novel “Where the Crawdads Sing” is an example. After selling millions of copies, the book inspired road trips to the coastal marshes of North Carolina, giving the area a tourism boost.
Ninety-one percent of visitors reflecting on a recent fulfilling trip say it provided lasting memories, while 86% said it elicited excitement, awe, joy, and other intense emotions. It’s no wonder, then, that they want to repeat these experiences.
Vacation rental companies have arguably contributed to the rise in experiential travel. Rather than staying in a downtown hotel, visitors can:
- Live like a local
- Participate in cultural activities
- Avoid tourist traps
As a result, more people want to add rewarding, memorable experiences to their travel to-do lists.
Airbnb is going one step further by further enhancing their Airbnb Experiences offering, which offers curated, local experiences at various travel destinations:
“What we really want people to understand is that Airbnb is more than just a vacation rental, [it’s] about the experience of the trip,” says Hiroki Asai, the company’s global head of marketing. “It’s about the connections you make and the authentic experiences that you can have.”
ESPN Experiences is another example, allowing sports fans to have unique travel experiences such as visiting famous sports venues.
Experiential travel attracts those who want more than just sightseeing and a week away from work. It often encourages:
- Exploration
- Appreciation of new cultures
- Opportunities to participate in something you can’t find at a five-star beach resort and other overly touristy spots
Because of this, many travel companies might benefit from increased visitation and higher bookings by offering unique, customized adventures.
Strategic Marketing for Immersive Travel Experiences
CMOs and other marketing executives like you can capitalize on the experiential travel and tourism trend in marketing campaigns. This might involve selling experience-related offerings as well as the destination itself. Doing so may be particularly effective when targeting Gen Zers, the demographic most interested in experiential travel, according to McKinsey & Company’s research.
For example, a TV ad could feature a young person sitting on a beach meditating, reminding viewers that a vacation isn’t always just about enjoyment but also self-reflection and personal growth.
Personalization is always important in experiential travel, and your marketing campaigns should reflect this. Eighty-seven percent of consumers are more likely to do business with a travel brand offering personalized experiences, according to a 2018 study.
As a result, ads should highlight how experience-driven consumers can tailor their trips based on what’s important to them — whether that’s wellness, adventure, experiencing new cultures, or something else. Personalized travel experiences may make a vacation more meaningful or authentic for a visitor, potentially leading to higher satisfaction and loyalty.
Case Studies of Successful Experiential Marketing Campaigns
Here are a couple of examples of marketing campaigns surrounding experience-driven travel that you should know about:
Explore India
In this 2024 video, Explore India takes a trip through India from above, showcasing the country’s culture and customs in glorious 4k. Viewers not only see the country’s impressive natural landmarks and most popular cities, but also off-the-beaten-track cultural experiences they can be part of, such as exploring local temples. Fifty-four percent of visitors consider culture a deciding factor when choosing a destination. At the time of writing, this video had more than 2.4 million views.
There’s Nothing Like Australia
Traditional travel itineraries in Australia might include the Sydney Harbor Bridge and Bondi Beach. However, this ad from the country’s tourism board features totally different experiences for visitors, such as hunting for food with Aboriginal people and coming up close and personal with a kangaroo. Ninety-four percent of visitors say unique experiences like these are one of the reasons they choose a destination.
One person commented on the video:
“I’ve been living in Australia for 12 years, and it all started from this ad. Love the country, people, nature. There’s nothing like Australia, indeed.”
Airbnb Experiences
This 60-second commercial from Airbnb, entitled “The Grand Adventure,” highlights some of the travel experiences the company offers, including cooking ramen with master chefs and listening to jazz with local musicians.
Experience as a Deciding Factor for Travel Now and in the Future
Experiential travel is becoming increasingly popular, with two-thirds of visitors now placing more value on experiences over things than they did in the past. The personalized travel and experiences market, worth $144.45 billion in 2024, could experience a compound annual growth rate (CAGR) of 17.2%.
So, what does the future hold?
Technology is making experiential travel more personalized for visitors. Virtual reality, for example, allows people to sample a travel experience from the comfort of their homes, while AI-driven recommendations on booking websites can help visitors plan their itineraries in detail.
“As travel evolves, the message is clear: destination-driven planning is giving way to experience-driven travel,” says Forbes. “For brands, this means rethinking how they engage travelers, incorporating experiential rewards, and leveraging AI to offer hyper-personalized journeys.”
There may also be a shift in the reasons why visitors want experiential travel. According to Westford Uni Online, more people are becoming aware of how their travel preferences affect the world around them, resulting in experiences defined by sustainability and community.
What Marketing Executives Should Do Next
Experiential travel and tourism is here to stay, with more visitors and guests looking for curated, customized experiences that provide value. However, marketers need to advertise experience-related offerings in the right way. Here are some things for you to consider:
- Leverage user-generated content on social media to promote destinations and experiences. This may be more effective than expensive, flashy campaigns that look great on screen but lack authenticity.
- Highlight the values that experience-driven consumers are looking for in customer engagement strategies, such as sustainability, affordability, and personal wellness. Researching travel consumer behaviors can help you do this.
- Use storytelling techniques and other tourism marketing tactics to trigger emotions in people. For example, create videos about visitors who have experienced increased wellness or personal growth during their travels.
Get in touch with Watauga Group to learn how we can help with your travel and tourism strategy.
