Skift Take
Travelers are flocking to activities that make them learn, interact with locals, or preferably both. It's as if people are treating vacations like a semester abroad, minus the college credits.
The latest data from Viator, an online travel agency for travel experiences, offers a window into evolving travel habits.
Why it matters: The data suggests that some consumers prioritize unique, active experiences over traditional sightseeing. It also shows that when travelers venture further afield from most-visited spots in search of novel destinations, they increasingly book guided tours, classes, or other in-person interactions with knowledgeable locals.
Viator saw double-digit year-over-y