The USTOA reported that experiences are in big demand with their operators. Their annual 2011 survey, recently released some note worthy results for companies and destinations investing in experiential travel.
- 85% rated experiential travel as important/extremely important to their business.
- 53% plan to offer new experiential programs in 2012.
- Baby boomers, born between 1946 and 1964, are the largest target market for experiences, and have the ability to pay.
- World regions excelling in experiential travel, according to their members, are Europe and South America.
- Types of experiences in greatest demand include: food/wine/culinary tours, historical and educational, art and culture.
Your opportunity it to determine how you can increase the value of what you offer to meet the requirements for this demand, or align with international tour operators to extend the reach of your current market-ready experiences.
