New global consumer research from G Adventures shows that travelers are increasingly motivated to choose their trips based not on where they want to go, but how they will feel once they get there.
Sixty-one percent of survey respondents say they are prioritizing experiences over destinations (a figure that rises to 73% among Americans) and 37% say they want to feel a sense of wonder while they travel. Another 37% are looking to experience something new and different, and 39% want their trip to help them feel “alive and energized.”
The findings also reveal that travel is a major factor in consumers’ overall contentment: 85% of respondents (and 89% of Americans specifically) agree that it contributes to their long-term happiness. Having a trip booked even makes 76% of respondents feel happier in their everyday life.
Our Analysis: Advisors Should Be Selling Trips Based on Emotion
G Adventures’ research tells us that consumers today are less motivated to simply check items off a travel to-do list and are instead seeking feelings of fulfillment from their trips. Travel advisors are uniquely positioned to serve this type of client — and smart agents will tap into those desires from the very start of the planning process. Crafting trips that appeal to clients’ emotional side and sense of purpose won’t just sell one vacation, either; these are the types of experiences that create loyal clients for years to come.
Fast Facts: More Travel Motivators
- The percentage of travelers choosing trips based on experiences over particular destinations rises to 68% among 25- to 34-year-olds, and to 73% among adventure travelers.
- Fifty-one percent of respondents say spending time with family or a partner is what made them happiest on a past vacation.
- Seventy-nine percent of those surveyed say that travel makes them more understanding and empathetic toward other cultures, while 68% say it gives them a better understanding of themselves and their own purpose.
- Ethical travel is on the rise, with 80% of consumers indicating that they think about the ethics of who they travel with, 75% avoiding experiences that don’t support the ethical treatment of animals and 62% considering reducing their carbon footprint by using rail or public transportation. It’s important to 82% of travelers to avoid overcrowded destinations and instead choose less visited locales or go in the off season.
- Travelers are craving downtime, with 63% saying they want to relax and de-stress, and 70% saying they feel happier on longer holidays of two weeks or more. Another 43% of respondents want to be active and explore while vacationing.
- Thirty-six percent of respondents indicate that remote destinations are among the places they feel happiest, including mountain environments (35%).
- Most (61%) of those surveyed prefer trips that let them feel like a local (rising to 71% among Americans) and 85% value supporting locally owned accommodations and restaurants.
- Food continues to be a highly desired vacation component, with 30% of consumers ranking culinary opportunities as one of their top three drivers of happiness while on vacation.
