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.