Consumer Preference for Experiential Gifts Peaks - Survey
Key Points
- A GetYourGuide survey shows 92% of American consumers prefer experiential gifts over physical ones, up from 77% last year.
- Travel experiences are the most desired gifts, especially among Millennials, with concerts, outdoor activities, and museum visits also popular.
- Pop culture heavily influences travel choices, with 81% of respondents citing it as a reason to travel and 36% traveling to locations featured in media.
Summary
A recent GetYourGuide survey reveals a growing preference among American consumers for experiential gifts, with 92% favoring them over physical items, marking a notable increase from previous years. Travel experiences are particularly popular, especially among Millennials, with other favored experiences including concerts, outdoor activities, and museum visits. The survey also highlights the significant influence of pop culture on travel decisions, as many are motivated to visit locations featured in TV shows and movies.
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.
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