INSIDER PRO | The Modern Experience Traveler: What Today's Travelers Want and What It Means for Your Business

Traveler ambitions and expectations are evolving. So are the opportunities for operators.

Based on Arival's latest consumer research across the U.S., Europe, and Latin America, this Insider Pro workshop explores what today's travelers value most when choosing tours, activities, and attractions. We'll examine changing preferences around products, pricing, AI, personalization, upsells, and the overall travel experience, along with how these trends differ across regions and traveler segments. Most importantly, we'll translate the research into practical insights operators can use to strengthen their products, marketing, pricing, and commercial strategy.

What You'll Learn

• What today's travelers value most and how those expectations are changing
• Key differences between travelers from the U.S., Europe, and Latin America
• How AI is influencing travel planning and experience discovery
• What travelers think about pricing, value, and paying for upgrades and add-ons
• Which product features and experiences matter most to different traveler segments
• Practical implications for product development, marketing, pricing, and merchandising

• Tour, activity, attraction, and experience operators seeking to better understand today's traveler
• Product managers and experience designers developing new tours, activities, and guest experiences
• Marketing and e-commerce professionals responsible for messaging, merchandising, and conversion
• Revenue, commercial, and distribution leaders focused on pricing, packaging, and growth
• Destination organizations, attractions, and travel brands looking to align products with evolving traveler expectations
• Insider Pro members and industry professionals who want the latest consumer insights and practical, data-driven strategies