European travelers prioritize immersive experiences despite economic headwinds, Arival study reveals

VALENCIA, SPAIN – A new study by Arival reveals that European travelers are increasingly prioritizing unique and immersive experiences when choosing their destinations, even as economic uncertainty leads to adjustments in travel frequency.  The “2025 European Traveler Outlook Report” delves into the specific behaviors, preferences, and intentions of European travelers, offering critical insights as the global experiences industry convenes at Arival 360 in Valencia from April 28-30.

The report uncovers key trends shaping the European travel landscape:

• Experience-driven decisions – for European travelers, the appeal of activities and experiences is now a dominant factor in destination selection, often outweighing considerations of affordability, accommodation, or ease of access. Overall, 57% of travelers say experiences play a significant role in choosing where to go.
• Country-specific behaviors:
  • Trip frequency and length: Most European travelers took three or fewer trips in 2024, with trips averaging a week in length. German and French people were more likely to be frequent travelers and took the longest trips, while Spanish travelers traveled less frequently and took the shortest trips.
  • Spending habits: UK travelers demonstrated the highest average trip spend, driven by factors like higher air travel incidence, despite taking shorter trips. In contrast, Spanish travelers were the most budget-conscious, with the lowest average trip spend, reflecting lower household incomes and shorter trips.
• Generational preferences – While cultural sites, tours, and museums maintain broad appeal across age groups, younger travelers (18-34) are showing a strong preference for immersive and interactive experiences, including wellness activities, festivals, and adventure travel. Older travelers (55+) continue to prioritize culturally enriching experiences.
• Planning and booking – There’s a notable trend towards advance planning of experiences, with two in three travelers aged 18-54 preferring to book activities ahead of time. This highlights the increasing importance of experiences in the pre-trip planning phase.
• Adjusting to economic climate – The volatile macro environment is influencing travel patterns, with European travelers anticipating taking fewer trips in 2025 compared to 2024. However, younger travelers, affluent travelers, and Spanish travelers are exceptions to this trend.

“This research paints a clear picture of the evolving European traveler,” said Douglas Quinby, CEO and co-founder of Arival. “Experiences are now central to the travel decision-making process. While economic factors are causing some to adjust their travel frequency, the desire for unique and memorable activities remains strong.  Businesses that understand these nuances, from the spending variations across countries to the generational demand for diverse experiences, will be best positioned for success.  We’ll be exploring these strategies in depth at Arival Valencia.”

The “2025 European Traveler Outlook” is based on an online survey of 1,600 active European travelers from France, Germany, Spain, and the UK, conducted in the autumn of 2024.

The article European travelers prioritize immersive experiences despite economic headwinds, Arival study reveals first appeared in TravelDailyNews International.