Not long ago, travelers often picked a destination first, only deciding what to do once they arrived. Now, experiences are at the forefront of travel planning, shaping how and why people choose their destinations. Instead of being a secondary consideration, activities and cultural moments often lead the decision-making process, turning the traditional planning approach upside down.

A recent McKinsey survey highlights this shift, revealing that travelers value local experiences almost as highly as essential factors like safety, cost, and accommodation quality. Many respondents emphasized the importance of authentic cultural immersion, showing that today’s travelers are driven by a desire to engage deeply with their surroundings.

For centuries, leisure travel has been about seeking the new—exploring foreign flavors, landscapes, and traditions. But now, the prospect of life-changing moments drives people to book trips, and these experience-driven decisions influence where they go. Despite this trend, the travel industry has yet to perfect a model that satisfies travelers, benefits experience providers, and generates sustainable profits at scale.

Today's travelers face a sea of options and are looking for seamless, easy-to-use platforms that allow real-time bookings worldwide. Experience providers, often small and locally run, want visibility for their unique offerings but sometimes struggle with how they’re represented on major booking sites. Distribution platforms aim to provide a one-stop shop for experience bookings but encounter challenges in scaling a fragmented market. Legacy brands, such as airlines and hotels, are also exploring how to integrate these memorable experiences into their broader services.

With the travel experiences market worth over $1 trillion, there's vast potential for companies that can streamline the booking process and address the needs of travelers, operators, and distributors alike. Younger generations are particularly eager to spend on experiences, promising future growth. However, nearly half of experience-related transactions are still offline, meaning there’s significant room for digital growth and innovation.

The industry faces several questions: How can providers captivate travelers while reaching a global audience? How can distribution platforms simplify discovery and booking? How can airlines and hotels weave unforgettable experiences into their own offerings?

Interest in experiences isn’t fading anytime soon. McKinsey data reveals that 52% of Gen Z travelers prioritize spending on experiences, even if it means saving on flights, transportation, and shopping.

Memorable experiences can be the highlight of a journey, creating memories that last for years. From conversations with 19 experience providers, several key factors emerged:

1. Entertainment is essential – Travelers want to be entertained, no matter the activity.

2. The quality of guides matters – A skilled guide can make or break an experience.

3. Authenticity is crucial – Visitors value itineraries that capture the essence of a place.

4. Managing and exceeding expectations – Clear communication and exceptional delivery are vital.

5. Safety and security – Travelers feel more comfortable when guides ensure a safe, well-organized experience.

Booking platforms and travel companies can use these insights to spotlight experiences, provide valuable add-ons, and incorporate these elements into their core services, making the magic of travel more accessible and memorable.