Fewer trips, higher expectations: New Arival research reveals shift in European traveler behavior

New research reveals travelers are becoming more selective, raising expectations for tours, activities and attractions

 

NEW YORK, NY, May 22, 2026 – European travelers are taking fewer trips and spending less, but they are placing greater emphasis on meaningful, culturally rich experiences, according to new research from Arival, in partnership with Civitatis. The 2026 European Experiences Traveler Outlook reveals that even as budgets tighten, travelers are prioritizing experiences that help them relax, connect with loved ones and engage more deeply with local culture.

 

The report shows that average trip spend fell in 2025, reflecting broader financial pressures across Europe. Yet travelers continue to participate in several experiences per trip, and younger travelers in particular are driving demand for hands-on, immersive activities that offer learning, discovery and personal growth. The findings show that younger travelers consistently outspent older groups across tours, activities and attractions, underscoring their importance to the sector even as they face heavier financial strain.

 

A second shift is emerging as travelers become more intentional about how they plan their trips. With most people taking only one to three leisure trips a year, each trip carries greater emotional weight and higher expectations. Travelers are choosing experiences that feel purposeful and they are evaluating options more carefully. This is reshaping how operators communicate value and what makes an experience worth choosing.

 

“Travelers may be taking fewer trips, but they want each one to count,” said Bruce Rosard, co-founder of Arival. “People are looking for experiences that are authentic and memorable. They want to learn something new, try something different and connect with the culture around them. Their travel is becoming very intentional and experiential. This shift creates a powerful opportunity for operators who can deliver depth leading to meaningful and even transformative experiences.”

 

The research also shows that booking continues to move earlier in the planning cycle. Seventy-eight percent of travelers now reserve experiences in advance, driven by widespread adoption of online and mobile booking. Younger travelers lead this shift, and while older travelers remain more likely to book offline, they are steadily catching up.

 

“This shift toward earlier booking is one of the most significant behavioral changes we’ve seen in years,”said Douglas Quinby, co-founder of Arival. “Only a few years ago, most travelers booked experiences last-minute or on arrival. Now, with nearly eight in ten booking ahead, and with mobile booking accelerating, operators must think differently about inventory, pricing and how they engage travelers of all ages much earlier in the journey.”

 

Despite economic uncertainty, the number of experiences taken per trip has held steady. Travelers are spending less across all categories, but they are not cutting experiences out of their itineraries. Instead, they are making more deliberate choices about which experiences deliver the most value and meaning.

 

The report is the latest in Arival’s Experiences Traveler Outlook series, which examines traveler behavior and demand across major global markets.