Day tours are becoming increasingly popular among modern travelers, with nearly half of all travelers going on one in the first quarter of the year. Skift Research explores this trend in their latest report, “U.S. Travel Trends Q1 2024: Exploring Day Tours and Experiences,” highlighting the need for diverse and immersive experiences offered at competitive prices to attract customers. Attractions play a significant role in driving interest in day tours, with 27% of travelers choosing them to explore new places. Nature/adventure tours are the most preferred experiences, followed closely by cultural and sightseeing tours.
Age also influences tour preferences, with older respondents favoring sightseeing tours while the middle-aged group shows a strong interest in nature/adventure and cultural tours. The 18-24 age group has a higher percentage of respondents taking nature/adventure tours and a notable interest in culinary tours. Convenience is key when booking day tours, with most travelers preferring to book directly through mobile websites or apps. Factors such as price, reviews, and guide expertise influence their decisions. Despite high satisfaction levels, there is room for improvement in managing weather-related disruptions and transportation delays.
Travelers typically opt for one to two tours a year, spending between $50 and $200 per person. This presents an opportunity for companies to tailor their offerings and pricing strategies to attract more customers and boost revenue. The report also uncovers insights across various travel segments, from a potential revival in business travel to the rise of alternative accommodations like vacation rentals. Travelers are increasingly turning to digital platforms for trip planning, indicating a shift in how they research and book their journeys. Despite challenges, there is growing confidence in travel spending, with optimism in the air for the future of travel.
The report provides valuable insights for industry stakeholders to navigate the ever-changing travel landscape and meet the evolving needs of today’s travelers. It covers a range of topics such as day tours and experiences, U.S. travel highlights, booking trends, in-destination trends, travel expenses and pricing, and sustainability in travel. Subscribing to Skift Research grants access to a vault of reports on various travel industry topics, as well as proprietary tools such as the Skift Travel Health Index and data from regular traveler surveys. By tapping into the opinions and insights of Skift’s experienced network, industry professionals can stay informed about the latest trends shaping the travel industry.
