Experiential travel ‘increasingly...

A Mabrian study has analysed the evolution of traveller behaviour

Travel intelligence specialist Mabrian Technologies has revealed the results of its study on the evolution of travellers’ behaviour and motivations from 2019 to the present day.

The behaviour and preferences of travellers from around the world was analysed using social listening, a methodology based on big data and artificial intelligence techniques.

The analysis covers more than 400 million tourism related interactions on social media from 2019 to 2023.

The major takeaway from the study was that experiential activities or motivations are taking over from conventional travel motivations in influencing choice.

Experiential activities are related to wellness, active & lifestyle, nature and food whereas conventional travel motivations are defined as arts and culture, sunbathing, family, shopping and nightlife.

When dividing these motivations in two different blocks, the data shows how experiential activities have increased by 10 percentage points in the last four years ahead of conventional activities.

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Conventional activities with declining influence include arts & culture and sunbathing, which now represent only 34% of travel motivations, down seven percentage points on 2019.

Mabrian chief marketing and communication officer Carlos Cendra said: “There’s an obvious impact of the pandemic and the effect of being locked down that made us realise how important it is to enjoy the outdoors and feel well and healthy during our free time which has stuck in travellers’ motivations.”

For more information, visit www.mabrian.com