The growing importance of experiences in the travel industry has been an ongoing discussion since the fallout from COVID-19. And while there have been no signs of travelers’ appetite for experiences slowing down, at what point does it peak?

That was a question kicked around by experts in the field during the Phocuswright Europe event in Barcelona this summer. Sarah Dines, chief commercial officer at Viator, referred to projections that the segment would be worth $350 billion by the end of 2028, about a hundred billion more than it is today.

“I think there probably is a ceiling at some point, someday, but we’re very, very, far from that at this point,” Dines said. “What we see in our own business is an increasing number of activities being done by travelers while they’re on one trip. The number of things that people are doing , and the amount of money they’re spending on experiences is continuing to grow.”

Dines was joined during an interview in the Phocuswright Studio by Laurens Leurink, the CEO at Tiqets, and Travis Pittman, CEO of TourRadar. They echoed her viewpoint.

The <a href="https://www.phocuswire.com/travel-experiences-ipo-customer-journey-viator" data-feathr-click-track="true" data-feathr-link-aids="5cadecf187056a000ef37147">growing importance of experiences in the travel industry</a> has been an ongoing discussion since the fallout from COVID-19. And while there have been no signs of travelers’ appetite for experiences slowing down, at what point does it peak?
That was a question kicked around by experts in the field during the <a href="https://www.phocuswrighteurope.com/" data-feathr-click-track="true" data-feathr-link-aids="5cadecf187056a000ef37147">Phocuswright Europe</a> event in Barcelona this summer. Sarah Dines, chief commercial officer at Viator, referred to projections that the segment would be worth $350 billion by the end of 2028, about a hundred billion more than it is today.
“I think there probably is a ceiling at some point, someday, but we’re very, very, far from that at this point,” Dines said. “What we see in our own business is an increasing number of activities being done by travelers while they’re on one trip. The number of things that people are doing , and the amount of money they’re spending on experiences is continuing to grow.”
Dines was joined during an interview in the Phocuswright Studio by Laurens Leurink, the CEO at Tiqets, and Travis Pittman, CEO of TourRadar. They echoed her viewpoint.

A regular dissection of the news, issues and trends in travel and technology, featuring interviews with industry executives and entrepreneurs and hosted by PhocusWire editors.

A regular dissection of the news, issues and trends in travel and technology, featuring interviews with industry executives and entrepreneurs and hosted by PhocusWire editors.

In Phocus is a regular dissection of the news, issues and trends in travel and technology, featuring interviews with industry executives and entrepreneurs and hosted by PhocusWire editors.

In Phocus

Leaders from Viator, Tiquets and TourRadar spoke about how travel experiences could continue thriving even as Google and others play bigger roles in the sector.

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