Arival’s 2024 Traveler Survey Unveils Shifts in Travel Patterns and Preferences

Douglas Quinby, co-founder and CEO of Arival, predicts a cautious spending approach by travelers in 2024, with a potential boom in the private tour industry. Speaking at the recent Arival 360 Conference in Orlando, he shared insights from the “2024 Experiences Traveler” survey, shedding light on emerging trends in travel experiences.

The survey, focusing on 1,000 U.S. citizens who have traveled at least 100 miles from home in the past 12 months, delves into their overnight stays and participation in qualifying tours, activities, attractions, or experiences.

Quinby emphasizes the transformation in travel dynamics, stating, “Travelers are back, but their approach differs from the pre-pandemic era.” While the number of trips has decreased, the trips taken are more meaningful, with longer durations and increased spending. Notably, travelers are now engaging in more tours per trip, with an average of 4.7 tours in 2023 compared to 2.7 in 2019.

He notes a shift in the way people explore major landmarks and attractions, stating, “They want to make it more special and meaningful to them, so they are combining these attractions with various types of tours.”

Despite a decline in the number of planned trips for 2024, Quinby attributes it to cautious sentiments related to the cost of living, economic outlook, and high consumer debt. However, he highlights that the affluent segment, with household incomes over $150,000 per year, remains robust and ready for travel in 2024.

The survey unveils a rising preference for private tours, with 47 percent indicating a desire for an exclusive and unique experience tailored to their group. Quinby encourages tour operators to capitalize on this trend, especially for the affluent traveler segment.

In terms of research, booking, and reviews, the survey underscores changing patterns. Quinby notes the diversification of platforms for research, emphasizing the importance of engaging with travelers across various channels. He highlights the personal nature of tours and experiences, emphasizing the need for options to chat with someone before booking. The post-trip phase sees an increased trend of sharing and reviewing experiences on multiple platforms, a trend expected to grow in 2024.