Skift Take
Travel executives see activities and experiences as increasingly lucrative, and here's what the numbers say about how travelers are spending on them.
You can’t go too far in travel industry circles without hearing that activities and experiences represent one of the biggest (and often untapped) opportunities for multiple businesses across the industry.
Its potential should come as no surprise: Going back to the 1980s, consumers, particularly in affluent countries, have shown an increasing preference for spending their money on experiences over possessions. That spe