More than two-thirds of consumers would rather spend their vacation dollars on "better activities" like tours, dining, and events, than a "nicer hotel room," according to online travel publication Skift.
Similarly, 65 percent of respondents reported that it is more important to return from a trip "having experienced something new" than "feeling rested and recharged."
According to Skift, which has only released a handful of results from its 2017 Experiential Traveler Survey, other findings indicate that the desire for experiential travel doesn't necessarily conflict with the desire for a relaxing vacation. The same traveler can want both."
When asked to describe their ideal travel experience, "relaxing" was selected most often (63 percent), but was followed by "exciting" (55 percent) and "adventurous" (47 percent). The survey reached approximately 2,400 U.S. adults.