US travellers spend more on experiences despite taking fewer trips, report finds

Arival’s latest report finds US travellers are taking fewer trips but spending more on experiences, signalling a structural shift in travel behaviour.

The 2026 US Experiences Traveler Outlook, based on a survey of 800 travellers, shows three in five now view experiences as a key factor in destination choice. Among 18–34-year-olds, this rises to 76%, with experiences outweighing weather, food, and overall appeal.

Despite economic caution, travellers are prioritising experiences. While average trip spends dipped slightly in 2025, spending on activities increased across all categories, with younger travellers outspending older cohorts by around US$100 per experience.

Booking habits are also changing. More than 80% of travellers now reserve experiences at least a day in advance, moving away from in-destination, last-minute bookings. Mobile use is rising, particularly among younger travellers.

“Travellers 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 travellers, especially, are choosing destinations because of the experiences they can have there. That’s a profound shift for the industry.”

The report also highlights growing demand for culinary, immersive, and local-led experiences, alongside continued strength in sightseeing.

The US Travel Insurance Association (USTIA) recently shared what its latest Market Study reveals about how US traveller preferences are evolving.