Exploring tourism and travel activities consumers enjoy as part of their vacation, this report provides the necessary foundations for a robust, data-backed insight strategy.
Vacation Activities Consumer – Current Trends
Just as many vacationers take a DIY approach to vacation planning, they take a similar tact when it comes to vacation activities. That is to say, 43% of vacationers would rather do a self-guided tour of a destination, rather than pay for a professionally guided one (23%). This is surprising, considering pro guidance can bring more value to a tour. This may be a factor of heightened travel prices, which can cause travelers to cut costs on activities. Indeed, a softening of domestic travel may be underway, which can further increase the competition for vacation activities.
This may concern providers, as both the importance of word of mouth marketing and the prevalence of OTAs in activity booking make it hard for any one activity provider to stand out, particularly smaller ones. But “hard” doesn’t mean “impossible,” and providers can indeed stand out. Evergreen demands for locally-focused and authentic activities remain, and joining them is emerging interest in tour providers that give back to the local area, as well as in subcategories like indigenous sites and cultures. Moreover, companies are addressing interest in AI-supported activities in responsible ways; all of which can help drive tourists to a certain provider.
Vacation Activities Consumer Statistics
- Travel activities market size: Travel agency and tour operator performance indicates the state of the vacation activities market, which is sized at an estimated $59bn in 2024, riding the 2022 travel bounceback and booming since. Underlying conditions show it could have been even higher.
- Travel activities market insight: Almost all consumers, 94%, are willing to spend more than the entry cost for a vacation activity. Retail purchases such as clothing and souvenirs appeal to more than three-quarters, but experiential add-ons are less popular, proving a potential challenge for smaller operations.
- Travel activities market opportunity: Influencer marketing is a growing ad sector, and can be effective when paired with the right influencer and an engaged audience. New capabilities make the path from discovery to booking through influencers much shorter, providing an opportunity for operators to tap into.
US Vacation Activities Consumer Report – What’s Inside?
Key Topics Analyzed in the Report
- The tourism activities market size and forecast.
- The market forces affecting the vacation activity market.
- Major players and their effect on the landscape.
- The types of activities vacationers participate in.
- How vacationers discover and book activities.
- The ancillary items vacationers are interested in purchasing.
- How vacationers view the value and authenticity of activity providers.
- Innovations and trends in vacation activities.
Report Scope
Travel agencies: commissions from airline seats (domestic and international destinations), lodging, cruise, event tickets, computerized reservation systems, package tours, other reservation systems, trip planning, automobile clubs and road and travel services, other travel arrangements services revenue and all other operating revenue.
Tour operators: revenue, pre-packaged tours (domestic and international travel), customized group tours (domestic and international travel) and all other operating revenue.
Meet the Expert Behind the Analysis
This report was written by Mike Gallinari. Mike joined Mintel in 2018 as a Travel & Leisure Analyst. Mike writes primarily about consumers’ travel preferences, building on his professional background at Groupon Getaways and Travelzoo, as well as his personal passion for travel.
A saturated vacation activities market and reluctance to spend extra while vacationing make it hard for providers to stand out, but emerging trends can be a guide.
Mike Gallinari
Senior Travel & Leisure Analyst
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Executive Summary
- What you need to know
- Market size & forecast
- Market predictions
- What consumers want and why
- Opportunities
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Market Dynamics
- Market context
- Market drivers
- Domestic travel is showing signs of cooling, making activity providers work harder for tourism dollars
- Vacation intent suggests a coming domestic slowdown
- Graph 1: planned vacation types in the next 12 months, 2023-24
- Cooling inflation means financial relief may be imminent
- Graph 2: CPI, 2021-24
- Travel costs are easing, but still dictate many vacation decisions
- Confidence looks to be improving, and may set the stage for a bright 2025
- Graph 3: Consumer Sentiment Index, 2021-24
- Museums feel the same pressures squeezing destination travel in general
- Museums should look to special events to attract more locals
- Market size and forecast
- Growth will decelerate, steady as domestic and global travel habits normalize
- Travel agents and tours will grow with travel
- Key players
- Tripadvisor faces pressure from competitors
- Viator reaches profitability while becoming a key marketplace for providers to offer services to stay competitive
- GetYourGuide gears up for North American push
- Google’s Maps add-on complicates things for OTAs
- Airbnb retreats from Experiences once again
- Booking.com makes headway in being a one-stop vacation shop
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Consumer Insights
- Consumer fast facts
- Consumer fast facts, continued
- Activity types
- Guided tours have a lot of ground to gain
- Vacationers lean toward self-guided activities
- Vacationers are big on DIY sightseeing and independent exploration
- Graph 4: types of vacation activities done in the past 12 months among overnight vacationers, 2024
- Appeal to older vacationers with enriching but less strenuous vacation activities
- Graph 5: select types of vacation activities done in the past 12 months among overnight vacationers, by generation, 2024
- Inroads need to be made across multicultural vacationers
- Graph 6: select types of vacation activities done in the past 12 months among overnight vacationers, by race and Hispanic origin, 2024
- Even those who can more easily afford tours are reluctant to pay for them
- Graph 7: select types of vacation activities done in the past 12 months among overnight vacationers, by HHI, 2024
- Yankees and Middle America seek culture; Westerners look for the Great Outdoors
- Graph 8: select types of vacation activities done in the past 12 months among overnight vacationers, by region, 2024
- Guided tours as an add-on can fulfill tourists’ demands for both popular sights and hidden gems
- Graph 9: vacation activity motivations, 2024
- VR and AR can make a tour stand out
- Graph 10: attitudes toward VR/AR, by generation and by race and Hispanic origin, 2024
- Promote lesser-known and accessible activities to younger vacationers
- Graph 11: vacation activity motivations, by generation, 2024
- Draw tourists deeper into cities via “life-seeing” activities
- Activity value
- Vacationers have value in mind
- Activities are a popular loyalty perk, even outside of travel
- Graph 12: “I’d like to see vacation activities offered as rewards from non-travel loyalty programs,” by generation, 2024
- Consumers want travel loyalty programs to streamline into their existing habits
- Deals appeal to all, but can help Black vacationers to narrow their options
- Graph 13: attitudes toward activity value (any agree), by race and Hispanic origin, 2024
- Target younger, lower HHI-vacationers with loyalty partnerships now to increase engagement as they age and increase earnings
- Graph 14: “I’d like to see vacation activities offered as rewards from non-travel loyalty programs,” by age and HHI, 2024
- Activity attributes
- Leverage the different positive associations for varying vacation activities
- Graph 15: attributes of vacation activities, 2024
- Incorporating food experiences can be a value-add to activities
- Graph 16: attributes of dining experiences, by generation and by race and Hispanic origin, 2024
- Younger tourists want their activity choices to make a difference
- Providers must think of how to give back to their community to prepare for emerging demand
- Graph 17: “I’m more inclined to visit an activity provider that gives back,” by generation and by HHI, 2024
- Madison Children’s Museum offers pay-what-you-can cafe to ease local hunger
- Families look to outdoor activities as a vacation centerpiece
- Graph 18: attributes of outdoor activities*, by age of children in household, 2024
- AllTrails minimizes planning anxiety, frees up time for more activities
- Even unlikely trip centerpieces need guidance
- Graph 19: activities to plan a vacation around, by parental status, 2024
- Add cultural aspects to guided tours to heighten appeal
- Graph 20: cultural activities as a nice-to-have, by generation, 2024
- Play up the economy of time to compete with free options
- Approach Gen Z through value and ease
- Graph 21: attributes of guided tours, by generation, 2024
- Graph 22: attributes of a museum visit, by generation, 2024
- Higher-earning vacationers need more convincing about the dollar-cost value of guided tours
- Graph 23: attributes of guided tours, by HHI, 2024
- Guided tours should build on existing interest
- Tourists favor education and authenticity in activities
- Graph 24: attitudes toward vacation activities (any agree), by generation, 2024
- Lesser-known experiences can appeal to the increasing number of older, solo women
- Smaller players in urban destinations should market to city dwellers near and far
- Graph 25: “Tours offered by a big company are less authentic than those run by locals,” by area, 2024
- Activity discovery
- Personal networks are the main avenue of activity discovery
- Activities are difficult to promote at scale
- Graph 26: discovery method of vacation activities, 2024
- Use traditional digital media to maximize awareness by older female travelers
- Graph 27: discovery method of vacation activities, by age and gender, 2024
- Social media is the best bet for campaigning among younger generations
- Graph 28: discovery method of vacation activities, by generation, 2024
- Leverage influencers to promote activities
- Graph 29: topics audiences would turn to travel influencers for, by generation, 2024
- Instagram’s wealth of microinfluencers provides a good opportunity for activity marketers
- Influencers are trusted sources of advice and discovery
- Broadcast ads get a lot of reach, but strategy is still required
- GetYourGuide makes a big splash
- Reach Black and Hispanic travelers through media
- Graph 30: discovery method of vacation activities, by race and Hispanic origin, 2024
- Tap into film popularity to attract otherwise unlikely visitors
- Find higher-earning travelers through loyalty
- Graph 31: discovery method of vacation activities, by HHI, 2024
- Activity booking preferences
- Apps and OTAs are emerging as go-to booking methods
- Vacation activity apps have an advantage
- Graph 32: preferred vacation activity booking method, 2024
- As with broader booking trends, favoring mobile devices and OTA providers…
- … activity booking is also shifting away from direct providers
- Graph 33: preferred vacation activity booking method, by generation, 2024
- OTAs need to orient higher-HHI tourists toward their platforms
- Graph 34: preferred vacation activity booking method, by HHI, 2024
- Comprehensive apps give activity bookers what they want
- Activity spending
- Travelers are still willing to spend on add-ons
- Add a touch of uniqueness to boost physical souvenirs’ appeal
- Graph 35: interest in vacation ancillary spending, 2024
- Offer family travelers the most effective way to memorialize their visit
- Graph 36: interest in vacation ancillary spending, by age of children in household, 2024
- Souvenirs can transport older women back to their destination
- Graph 37: interest in vacation ancillary spending, by gender and age, 2024
- Souvenirs need to keep kids of all ages in mind
- Graph 38: interest in vacation ancillary spending, by number of children in household, 2024
- Tourism can be fashionable
- Graph 39: interest in vacation ancillary spending, by race and Hispanic origin, 2024
- Higher-income travelers look local
- Graph 40: interest in vacation ancillary spending, by HHI, 2024
- A philanthropic bent can drive parents to local museums
- Graph 41: interest in vacation ancillary spending, by parental status, 2024
- ORMA aims to be a to-do list for do-gooders
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Innovation and Marketing strategies
- Launch activity and innovation
- ESPN breaks into event tourism
- Brands can offer Superfans one-of-a-kind experiences to further immerse themselves into their fandoms
- Book(ing)Tok has arrived
- Indigenous tourism goes global, opens tour opportunities
- Marketing and advertising
- YouTube is a go-to for online ad spend, but lags in BOFU impressions performance
- Graph 42: online ad spend share of select vacation activity brands, 2023-24
- Graph 43: online ad impression share of select vacation activity brands, 2023-24
- Brands need to adjust to modern booking habits
- Graph 44: monthly online ad spend for select activity brands, 2023-24
- Eclipse-centric marketing let Campspot’s operators shine
- Trends and opportunities
- Consider target audience when looking to implement tech into activities
- Graph 45: attitudes toward AI tours, by age and HHI, 2024
- WeGoTrip could be the use case genAI needs
- Existing tech brings activities into the real world
- AR can inspire travelers from home
- Event travel gives providers an opportunity to introduce themselves
- Graph 46: types of overnight event travel planned for the next 12 months, 2024
- Jackson welcomes visitors to ʇɥǝ udsᴉpǝ poʍu
- Mintel Trend: Total Wellbeing
- Mintel Trend: Culturally Connected
- McDonald’s partnership brings a new dynamic to the museum cultural experience
- In summary: key implications and recommendations
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Appendix
- Market definition
- Consumer research questions
- Consumer research methodology
- Consumer qualitative research methodology
- Generations
- Abbreviations and terms
- Forecast methodology
- Forecast fan chart methodology
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