Ask Skift: Why Are Travel Brands Investing in Experiences?

A growing number of travelers have shown a preference for spending more money on experiences than possessions, and the travel industry has paid close attention to that shift. Skift Research's Venture Investment Trends in Travel 2024 report revealed the experiences sector was one of the few in travel to see an increase in venture capital investment.

So why are travel brands investing heavily in experiences?

We posed the question to Ask Skift, our artificial intelligence chatbot. Ask Skift used information that appeared in our past news coverage and research. We also did further reporting on the subject.

Travel brands are increasingly investing in experiences for several key reasons:

Rising Consumer Demand: There is a growing demand from consumers for more authentic and engaging t