Tours and Activities Go From Hardest Hit to In Hot Demand This Year: New Survey
Skift Take
New research suggests that tours, activities, and attractions will be one of the brightest spots in the travel industry's recovery. Consumers say that price is the last thing they're worried about when shopping for travel experiences this year — in a sharp switch from the past.
Travelers intend to spend 31 percent more than usual on attraction tickets this year and up to nearly double as much as what they've spent on walking tours in the past, according to data discussed at the ITB Berlin travel trade fair on Tuesday.
"It's really clear that travelers want a lot more out of their experience in 2022, and they're willing to pay for it," said Douglas Quinby, founder and CEO of Arival, which surveyed 1,000 U.S. travelers.
Despite inflation worries driving headlines for other industries, travelers are eager to make the most of their first big trips post-pandemic. They're signaling an intent to spend more than usual on in-person e
