Skift Travel News Blog

A new survey by tours and activities online marketplace GetYourGuide showed American consumers want gifts that allow them to travel and experience the world more. 

92% of participants said they prefer receiving experiences over physical gifts, up from 77% last year. The survey, now in its third year, showed marked growth in the desire for experiential gifts, from an initial 62% in 2021. 

The holiday sentiment trend correlates with a 63% increase in total bookings between January and October 2023, compared to the same period last year, said GetYourGuide. Price remains a top concern for 56% of Americans, despite being down 7 points from last year.

Regarding the type of experiences, travel topped the list, especially among Millennials, with 51% preferring a trip as their ideal gift. Added preferences included:

• Concert or show (40%),
• Outdoor activity such as skiing or hiking (30%)
• Museum visit (27%)

Food remains a top category for experiential bookings, chosen by 56% of Americans, with a further 33% inspired by local cuisine featured in shows or articles. Pop culture significantly influences travel choices, with 81% citing it as a reason to travel, and 36% have been motivated to travel to a location featured in a TV show or movie.

GetYourGuide said the survey, weighted by Wakefield Research, was conducted among 1,000 Americans aged 16-56, from 5 to 10 September.

Tours and activities online booking platform GetYourGuide has unveiled a fresh look on its homepage this week, and with it, a new series of Originals by GetYourGuide.

The Originals offering, previously put on hold towards the end of 2022, was run in partnership with local operators in popular destinations. Now the operator has shifted the focus to one-of-a-kind experiences, exclusive to the platform and inspired by the exclusive ‘Turning the Lights On at the Vatican Museums‘ in 2022, which saw 15,000 people applying for a coveted seat on one of the seven tours in 2022″.

The homepage refresh is seeded across core themes such as culture, food, nature and adventure, and Originals tours are now prominently labeled. New in the series is an exclusive guided experience through the Museum of Modern Art in New York, without the crowds one hour before the regular opening hours together with a professional art historian; or the chance to experience Barcelona’s La Sagrada Família in a private twist to explore Gaudí’s masterpiece on one’s own, accompanied by the live soundtrack of the famous local organist Juan de la Rubia.

The reveal of the new site was further supported by a new Make Memories campaign launched across the U.S. and Europe, and an Artificial Intelligence study that showed for 42 percent of participants, travel experiences were one of the three most emotionally intense memories. See the artificial intelligence experiment video below.

There’s nothing quite like a surprise travel gift — and U.S. travelers are ready for it.

During the most wonderful time of the year, consumers are more optimistic about the holiday period since the pandemic started, despite concerns about the economy and rising prices. Americans are excited about holiday shopping but even more so about taking a holiday in 2023.

A GetYourGuide survey shows more Americans are planning to travel for the holidays this year than in 2021 (52 percent compared to 48 percent last year), and travel tops the list of experiences people hope to be surprised with.

The finding shared by the travel booking platform shows that 77 percent of Americans would rather receive experiences over physical gifts if they could share them, with the following list of the top experiences they’d most like to enjoy.

• Surprise travel (63 percent),
•  Tickets to a concert or show (50 percent),
•  An outdoor activity, such as skiing, boating or hiking (43 percent),
•  Food tour or cooking class (36 percent),
•  Wine or beer tasting (31percent),
•  Or a trip to the museum (29 percent).

And the wanderlust bug appears to be biting hard, as most respondents weren’t picky either — as 96 percent said they would gladly take any of the top experiences listed above.

Want the latest insights on the business of travel in 2023 – Don’t miss the Skift Megatrends event in both online, and in New York City and London in January. 

Nearly three dozen tours and activities operators, reservation systems, and distributors debuted a non-profit association geared to formulate connectivity standards.

The 501c3 association, Open Connectivity for Tours, Activities & Attractions intends to promote an open source specification “to enable reservation and ticketing system providers and tour, activity and attraction ticket sellers to connect their systems for more efficient distribution,” the group announced Tuesday.

Founding members of the group include Arival, Checkfront, Gateway Ticketing Systems, Go City, Holibob, Peek, Tiqets, TUI Musement, Ventrata, Xola and Zaui.

Several major booking platforms, including Viator, GetYourGuide, Klook, Booking.com and Expedia weren’t part of the launch announcement.