At the recent Skift Global Forum in New York, travel industry executives were surveyed to explore their perspectives on the growing emphasis on travel experiences, shifting traveler behaviors, and the influence of technology on modern booking processes.
Experiences and activities are emerging as a vital segment within the travel industry. During the September event, Seth Borko, Head of Research at Skift, facilitated a discussion featuring Ruzwana Bashir, founder and CEO of Peek; Nishank Gopalkrishnan, Chief Commercial Officer of TUI Musement; and Jules Seeley, Senior Partner at McKinsey & Company, who delved into the increasing significance of travel experiences.
In conjunction with these discussions, over 1,500 travel industry executives participated in a poll aimed at understanding the rise of experiential travel and recent changes in traveler behavior. The results highlighted that exciting events, such as major sporting competitions, are increasingly shaping travelers’ itineraries. Additionally, the findings illustrated how travelers draw inspiration from available experiences, noting the influential roles of social media and generative AI in this evolving landscape.
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