Traveling For Experiences Takes The Place Of Traditional Travel Goals

Traveling For Experiences Takes The Place Of Traditional Travel Goals

Traveling For Experiences Takes The Place Of Traditional Travel Goals: Leading provider of sentiment analysis and travel intelligence, Mabrian Technologies, shows how travelers motivations and behaviors have changed from 2019 to the present.

Given that 2023 will undoubtedly mark the return to normal for tourism around the world, Mabrian sought to determine whether the traveler behavior changes observed following the epidemic will persist or whether they will, in fact, return to more conventional tourism pursuits.

Traveling For Experiences Takes The Place Of Traditional Travel Goals

Mabrian has used social listening to analyze the impulsive behavior and preferences of travelers worldwide in order to determine the answer.

This research analyzes over 400 million social media interactions connected to tourism that took place over the observed period (first semester of 2019 to first semester of 2023) using Artificial Intelligence (Natural Language Processing) techniques.

The study’s findings were given at the AVIAREPS webinar on “Changing Traveler Behavior and Trends,” wherein Marriot International and Qatar Tourism both shared their perspectives on the subject in addition to Mabrian’s study.


How Tourists Travel These Days

The study’s main finding is that traditional travel objectives are giving way to experience activities or motives. The activities taken into consideration relate to wellness, active living, nature and food, and cuisine as defined by the term “experiential.”

Conventional travel motivations, on the other hand, include activities related to nightlife, shopping, family time, arts and culture, and sunbathing.

The research indicates that, in the last four years, experiential activities have risen by ten percentage points more than conventional activities when these incentives are divided into two distinct blocks. In June 2023, the percentage of travel reasons that are experiential is about 50%, a noteworthy development given that in June 2019 the top two travel motivations were merely arts and culture and sunbathing (41%).

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Active & Lifestyle, Nature, and Wellness are the activities that have gained the most traction in recent years, attracting unprecedented levels of interest. In reference to the first two, the data indicates a distinct turning point in 2021, supporting the pandemic’s influence on these kinds of travel-related incentives. Since 2019, wellbeing has also grown steadily.

However, traditional pursuits like arts and culture and sunbathing have become less and less important. They now account for only 34% of travel-related reasons, down 7% from 2019.


According to Mabrian’s Chief Marketing and Communication Officer, Carlos Cendra, our modes of transportation are ever-changing. Beginning with the customary vacations of lounging on beaches, exploring urban culture, and going shopping, to unplugging and finding new activities where maintaining a connection with the natural world and oneself is essential.

The pandemic’s clear effects and the effects of being confined made us realize how crucial it is to enjoy the outdoors and feel good and healthy during our spare time, and this realization has lingered in the minds of travelers.

Mabrian emphasizes how crucial it is for travel locations and tourism businesses to quickly identify emerging global travel trends among tourists, all the while striving to provide a product that is as diverse and up to date as possible.

Inefficiencies resulting from a strong reliance on certain source markets and high seasonality patterns are caused by a heavy dependency on particular tourism products. When it comes to advancing the destination’s sustainability, these elements are crucial.

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