Each journey is an adventure; a continuous and exciting discovery to be enriched in a unique and personal way. Travelers, after booking flights and hotels, plan activities to fully experience a destination.
Experiences – from historical or bike tours to cooking classes and wine tastings – are one of the major trends in the travel industry. PhocusWright reveals that travel-related activities are the third largest segment in the tourism industry and will reach $183 billion by 2020.
Travel Appeal has analyzed and compared both travel experiences and in-destination activities – and their reputation – in 5 major European capitals: Amsterdam, Berlin, London, Paris and Rome.
In-destination activities include all activities offered by a destination, including both experiences, attractions, museums and parks.
Experience and Activity Analysis
The infographic below summarizes the analysis of nearly 20,000 in-destination activities and over 1.2 million reviews published between 2017 and 2018 on Airbnb, TripAdvisor, GetYourGuide and Viator. With the artificial intelligence and semantic analysis proprietary algorithm of Travel Appeal, we were able to interpret this data.
Positive Sentiment and Consistent Growth
Not only does the amount of reviews related to tourism experiences grow, but the overall customer satisfaction increases.
Among the results of the infographic:
- 67% increase of total reviews! Experiences from the five European cities analyzed recorded the highest growth of reviews since 2017 compared to other activities of the destination (i.e. museums, attractions and parks)
- 89.6% overall satisfaction expressed from reviewers about their travel experiences
- Those who booked an experience on Airbnb, show the highest level of satisfaction