Experiential Travel Is The New Mercedes Benz
Two people are taking a selfie while touring the various frozen galleries of the Ice Hotel in the ... [+] Bjornevatn region, in Kirkenes, Norway, on January 16, 2024. These hotels are temporary structures constructed each winter from blocks of ice and snow, offering visitors a unique experience with rooms, furniture, and decorations made of ice, along with a variety of winter activities. (Photo by Jorge Mantilla/NurPhoto via Getty Images)
When it comes to the future of travel, one thing is clear: experiences are taking center stage, driving destination choices and reshaping loyalty strategies – the concept is called experiential travel. To dive deeper into this consumer trend, I had the opportunity to speak with Erin Groh, head of marketing at iSeatz, about how experiential travel rewards are influencing the way brands engage with travelers.
Traditionally, travel planning started with selecting a destination and then filling in the itinerary. However, according to Groh, that model has flipped. 'We're seeing a shift where experiences are driving destination choices rather than the other way around. It's less about saying, 'I want to go to Italy and then figure out what to do there,' and more about saying, 'I want to take a pasta-making class in Florence, and I'll plan my trip around that.''
This trend extends beyond culinary travel. Groh cites examples like Taylor Swift's Eras Tour, which has been an economic catalyst for destination travel, and Las Vegas' residency concerts, where fans travel specifically for a show and build their entire trip around it.
Tao Tao, Co-Founder & COO of GetYourGuide remarked, "First, the travel industry tackled flights. Then, we perfected accommodation. Now, we've entered the experience decade. The numbers tell the story best—among US consumers, experiences have grown approximately 32% compared to pre-pandemic levels, while discretionary goods lag at just 5%. This isn't a post-COVID blip, but, rather, a fundamental shift in consumer behavior. We're truly seeing the future of travel taking shape."
This evolution of travel planning has created new intersections between live events and destination choices. According to Groh, '74% of travelers say experiences have a moderate to massive impact on shaping their trips. This is particularly pronounced among Millennials and Gen Z, where 79% prioritize quality of experience over cost.'
The result? Travel brands and loyalty programs are increasingly integrating concerts, sports, and cultural experiences into their offerings. 'People are traveling to Cincinnati because they want to see a major concert. While they're there, they may also add a Reds game. Or they're planning a trip to Baltimore and realize they've never seen the Orioles play at Camden Yards,' Groh explains.
These statistics reflect a larger trend: people want their trips to feel special and unique—whether through sports, music, culinary experiences, or cultural immersion. 'It's about something that feels truly special,' she notes, emphasizing the increasing role of personalization in travel planning.
One of the biggest factors shaping experiential travel is social media. 'The new word of mouth is social media,' Groh states. Studies show that social media is now the #1 trip planning tool, surpassing traditional travel websites and search engines. 'Around 64% of travelers use social media as their primary trip planning tool, and for frequent travelers—those taking six or more trips a year—it jumps to 72-74%.'
This influence extends beyond destination inspiration to activities and events. 'It's no longer just about Googling 'things to do in San Francisco,'' she explains. 'Instead, people go on Instagram or TikTok, look at influencers, search location tags, and see what's trending. The idea of FOMO—fear of missing out—plays a huge role in shaping demand for unique, high-quality experiences.' Keith Laxman, an executive with Tickets For Less added, 'Experiential travel rewards, such as concerts, sporting events, or VIP access, often encourage customers to share their experiences on social media. This not only acts as free advertising for the brand but also reinforces the sense of exclusivity.'
Siel Debouver with EcoCamp in Patagonia, remarked, 'Social media provides potential customers information and inspiration. Gen Zers and Millennials often use social media prior to booking. We know these luxury consumers have referenced Instagram photos from Patagonia based on their questions and bookings on our portal.'
For loyalty programs, the shift toward experience-driven travel represents a major opportunity. 'Consumers want loyalty programs to offer more than just discounts—they want access to unique, high-value experiences,' Groh noted. This is evident in how brands are evolving their rewards structures.
'Presale access to concerts and sporting events has become a massive draw for credit card loyalty programs,' she said. 'Exclusive event access, VIP packages, and even perks like private lounges at music festivals are becoming key differentiators.'
This aligns with research showing that experiential rewards—especially those that provide social currency—are gaining traction. 'People don't just want to collect points; they want to collect experiences that they can share.'
How you feel and your ability to be present is key to getting the most out of experiences, and travelers are investing in wellness to maximize their trips. This used to mean a massage when you arrived, but now customers are also turning to high-tech tools to experience more.
"Customers tell us that a top reason they use our Flykitt system to eliminate jet lag is to hit the ground running so they have more room in the itinerary for experiences. And the memories they create aren't clouded by falling asleep, gut issues, and brain fog that were just part of travel before our research made jet lag a choice," shared Andrew Herr, CEO of FlyKitt, which developed a comprehensive system to conquer jet lag based on research with Navy SEALs.
Hotels are also upgrading their wellness offerings beyond just the spa. At the Ritz Carlton Marina Del Rey, you can book a room with a Peloton bike in it to make it simple to get a quick workout for an energy boost, and you can request a fragrance-free room cleaned with special unscented cleaning products for people who are especially sensitive and don't want sneezing to mess with their next experience.
Another area of rapid development is AI-driven trip planning. 'AI tools are making it easier for travelers to discover and book experiences that align with their interests,' Groh explains. 'Whether it's itinerary optimization, real-time recommendations, or AI-powered concierge services, we're seeing technology play a bigger role in curating these special moments.'
For travel brands, this represents both an opportunity and a challenge. 'The brands that can integrate AI to create seamless, personalized experiences while still maintaining a human touch will be the ones that win,' she predicts.
As travel evolves, the message is clear: destination-driven planning is giving way to experience-driven travel.
For brands, this means rethinking how they engage travelers, incorporating experiential rewards, and leveraging AI to offer hyper-personalized journeys.
From exclusive access to concerts and sporting events to curated culinary and adventure experiences, experiential travelers today want more than just a place to stay—they want something truly memorable.
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