Proprietary survey data illustrates crucial operational considerations to entice global customers and capture a $375 billion market opportunity
BERLIN, Germany (Dec. 1, 2023) – GetYourGuide, the world’s leading online marketplace to discover and book travel experiences globally, today released new data showcasing the desires and behaviors of engaged travelers, which the company calls Modern Explorers. According to the survey, Modern Explorers are increasingly spending more on travel experiences each year, contributing to an industry that is projected to hit $375 billion by the end of 2024. GetYourGuide’s inaugural report highlights consumer shifts in travel priorities, booking behaviors, and budgets following COVID-19 and the impact of increased digitization on travelers and tour operators alike.
GetYourGuide COO Tao Tao said, “The growing experience industry is filled with ambitious entrepreneurs – what we call experience creators – working to set themselves apart and earn travelers’ trust and business. Our report findings give experience creators an actionable roadmap to unlock the full potential of the current market by better understanding what travelers want when they plan a trip.”
GetGourGuide’s Trend Tracker is powered by proprietary platform data and a survey that encapsulates the perspectives of more than 6,000 travelers across the U.S., UK, France, Italy, Spain and Germany, bringing clarity on how to tap into the travel experience market. The company also found:
- Spending on experiences is here to stay: Most Modern Explorers plan to spend either the same amount or more on travel activities in the coming year as they did the year prior, despite inflation.
- Operators must be online to capture demand: Online and app booking experiences are largely preferred for Modern Explorers – GetYourGuide noted 142% growth in mobile bookings between 2022 and 2023.
- Flexibility rules: Modern Explorers prioritize flexible online bookings over price, and are more willing to book an experience that clearly displays ratings or customer reviews.
- Travelers want both last-minute and plan-ahead options: Customers want the ability to book experiences both “well in advance” as well as “last minute” across all activities, noting a 52% growth in bookings 0-3 days ahead of time and 94% growth in bookings taking place over 16 days ahead.
More information about GetYourGuide’s Travel Experience Trend Tracker, including the full report, can be downloaded here, and more about how to become a GetYourGuide supply partner can be found here.
About GetYourGuide
GetYourGuide is the leading global online marketplace for unforgettable travel experiences. Each year, we connect thousands of experience creators to millions of travelers who trust GetYourGuide to plan and book their vacations. By sharing data, marketing expertise, and easy-to-use tools, we’ve helped our supply partners simplify their businesses and tap into new audiences in the age of digital travel. From expert-guided tours and local workshops to cultural monuments and iconic attractions, GetYourGuide opens up a world of possibilities for innovative experience creators looking to grow their businesses. To learn more, follow GetYourGuide on LinkedIn, Instagram and TikTok and visit getyourguide.com.
