A new report from travel research firm Skift anticipates that “experiential travel,” or travel that prioritizes personalized and immersive activities over traditional sightseeing, will explode in coming years as younger generations place more emphasis on the category.
“Experiences are set to become an integral part of the travel industry, reshaping how travelers engage with destinations,” according to Skift’s State of Travel 2024 report. “The demand for unique and memorable experiences will drive significant growth and innovation in the sector” and expand a segment of the industry expected to hit $3.1 trillion in revenue by 2025.
Millennials and Gen Z appear to be leading the charge on the trend. Approximately 71% of respondents to a recent survey in those two age groups said they would forego daily luxuries such as coffeeshop orders and food delivery to save money for travel experiences. About 56% of Baby Boomers agreed with that sentiment—illustrating that while Millennials/Gen Z are more apt to sacrifice for travel, the value placed on trips spans age groups.
The report’s authors suggest that “as travelers prioritize memorable experiences, the industry must adapt to meet this evolving demand.”
Travel organizations here in Houston are picking up the banner. Earlier this year, Houston First’s Tourism team launched Houston Signature Experiences, a series of immersive outings that showcase the past, present and future of Black culture in the city. The experiences and tours highlight places such as Antioch Missionary Baptist Church, Houston This Is It Soul Food, and Pur Noire Urban Wineries.
The Houston Marketplace on VisitHouston.com also offers other experiences such as a Brew Pass to sample local beer breweries, food tours showcasing neighborhoods from Downtown to Asiatown, and even a birding tour of Galveston Harbor.
Meanwhile, a series of immersive and interactive art experiences have recently debuted or will open soon in the city. Artechouse opened its doors in the Heights earlier this summer offering multiple rooms of digital art through lighting, projection mapping and other technologies. The Infinite—an experience where patrons get to walk the International Space Station via augmented reality—is open for several more months in the Houston Arts District. Finally, Santa Fe-based Meow Wolf will open its much-anticipated interactive art facility this fall in Fifth Ward.
Written by A.J. Mistretta
Photo: Pur Noire Urban Wineries, part of the Houston Signature Experiences
