Today’s traveler values immersive experiences. In fact, travel research firm Arival reported in its April article "Fewer Trips, Higher Stakes: 2026 U.S. Traveler Outlook" that in 2025, travelers’ year-over-year spending was up across every category of experiences, suggesting they reduced spending on other aspects of the trip to prioritize tours, activities and attractions. This trend is an opportunity for travel advisors who want to demonstrate the value of their services in the age of AI technology.
Multiday tour packages typically pay travel agent commissions. But crafting customized itineraries inclusive of day tours, activities and attraction tickets is time consuming — and lucrative. With travelers spending more on experiences, they’re likely to pay advisors a concierge fee for a personalized trip rich in local activities. The trip isn’t a singular point in time for clients; they plan to return home and tell family, friends and social media followers about these experiences.
Revenue Potential
In the long-term, that can result in still more bookings. But concierge fees are typically one component of an advisor’s revenue alongside hotel commission. Experience bookings could also be commissionable, depending on how they’re booked. In their ongoing research on The Global Experiences Opportunity, Phocuswright and Arival have found that the experience industry — historically fragment — is increasingly coming online, easing access to bookings and subsequent revenue.
Creating unforgettable memories is at the heart of the experience economy, according to "What is the Experience Economy? A Foundation Guide for Leaders," published in June by EHL Insights, the knowledge platform of Switzerland’s EHL Hospitality Business School. The report further explains that understanding how to successfully deliver on travelers’ unique demands for experiences “builds stronger customer loyalty and higher long-term revenue.”
“The biggest benefit for me is client loyalty,” explains Dominique Barba, luxury travel advisor and owner of Bliss Travel Service. “When clients come home talking about how incredible their trip was, they remember the experience and that builds trust, often leading to repeat business and referrals because they know I’m focused on creating vacations that are truly memorable.”
The Right Experiences for the Right Clients
Understandably, every client will define their ideal travel experiences differently. BCG’s 2025 report Unpacking the $15 Trillion Opportunity in Leisure Travel finds that while travelers want meaning, convenience and experiences that align with their lifestyle, they still expect to relax, enjoy good food and spend time with loved ones. So personalizing the experience to suit the needs and interests of each individual client remains crucial.
Barba starts by getting to know her clients. “I want to understand how they like to travel, what they enjoy doing, and what they hope to get out of this trip,” she says. “Some clients want adventure and immersion in the local culture while others are looking for relaxation and wellness, or quality time with family and friends.”
Demographically, Gen Z places the highest priority on travel experiences. They’re also willing to devote a larger portion of their travel budget to activities. According to the McKinsey & Co. article The Way We Travel Now, Gen Z and Millennials put greater value on experiences than they do material goods. According to a survey of over 5,000 travelers from around the globe, 52 percent of Gen Z travelers and 47 percent of Millennials will splurge on travel experiences, cutting back on flight costs, shopping and dining to balance their budgets.
These travelers will also value some downtime. “Experience-based travel does not mean engaging in every activity available,” says Trish Smith, owner of Trish’s Timeless Travels. “It means having options and I think that is what a lot of travelers are looking for right now.”
Travelers seeking cultural and authentic local experiences aren’t traveling on a shoestring. The McKinsey survey showed these to be active travelers with higher-end budgets, spending upwards of $150 per day on their vacation. They are also more willing to travel to destinations unfamiliar to them.
Defining Experiential Travel
Certainly every trip is a memorable experience in its own right. But experiential travel, as defined by the Swiss Hotel Management School (SHMS) in its article "What Is Experiential Travel? Types, Benefits, Tips," gives travelers the opportunity to directly engage with local life and culture. They have the opportunity to participate in day-to-day routines, local customs and natural environments. In addition to taking home lifelong memories, travelers also want to develop a deeper sense of connection with the destination and its residents.
SHMS further divides experiential travel into four categories: cultural immersion; adventure and nature-based; volunteer and purpose-driven travel; and creative and artistic journeys. However, it’s important not to make assumptions about clients’ budgets and interests. Experiential travel may not be all travelers’ primary vacation objective. In some cases, a locally led activity or two can enhance the trip of a client traveling to spend time with family or friends.
Natasha Cummings, owner of Beyond Blessed Travels, often books romantic getaways for couples. She likes to include evening activities in their itineraries as another way of spending time together. But she’s especially inclined to sell locally-led cooking classes to her couple clients. “Local cooking classes allow my clients to communicate with each other and work together while they’re tasting flavors of the region,” she says. “It gives them a chance to spend time bonding.”
Travel Advisor Services
It goes without saying that travel advisors do so much more for their clients than create customized itineraries and book travel. Travel advisors are travel consultants, travel curators, research analysts, and client advocates. When clients choose to work with a travel advisor, they’re choosing the advisory experience.
Cummings doesn’t take that for granted. After securing a booking, she follows up with clients throughout the duration of their trip. Clients receive detailed resort and destination information and flight check-in reminders. Cummings also verifies their safe arrival and satisfaction with their accommodations and again follows after they’ve returned home.
“I take care of my clients from the beginning to the end of their trip because if they know they’re taken care of, they’ll come back and refer other people to me,” she explains. “It’s not just a transaction.”