Travelers prefer intimate, convenient experiences through shorter tours and smaller groups
In a comprehensive study titled the 2025 Tour Taker report, Arival, a leading organisation in the travel industry, has revealed key trends in day tours, activities, attractions, and events among U.S. and European travelers. The report, based on an online survey of 2,400 travelers from France, Germany, Spain, and the U.K., sheds light on the evolving preferences and behaviours of travellers.
According to the report, convenience and flexibility are paramount in tour selection and booking. A significant shift towards shorter tours is apparent, with 69% of travelers taking tours lasting three hours or less in 2024. This trend indicates a strong preference for experiences that fit easily into travel schedules.
The report also reveals a rising demand for smaller, more intimate tours. Half of all travelers in the U.S., U.K., and Europe booked at least one private tour in 2024. In the U.S., 50% of travelers chose private tours, while Germany and France led Europe with 55% and 50% respectively. Tours with groups of six or fewer participants were the most popular format, selected by 50% of Americans and 43% of Europeans.
Last-minute booking is another trend that has emerged. Travelers prioritize flexibility and real-time availability, often making bookings within a week of the experience. In 2025, 70% of Americans and 61% of Europeans booked tours less than seven days in advance.
The report also highlights differences in tour preferences, spend, and booking habits across different age groups and U.S. and European markets. Younger travelers (Gen Z and Millennials) are driving demand toward more immersive and experiential tours, while older travelers still lean toward traditional sightseeing formats. This suggests a need for operators to diversify offerings.
Douglas Quinby, co-founder and CEO of Arival, stated that travelers want experiences that fit into their plans, not the other way around. He emphasised the importance of operators evolving by designing smaller, more agile tour formats with frictionless booking processes to meet these changing traveler demands for intimacy, convenience, and flexibility.
The 2025 Tour Taker report provides essential insights on the U.S. and European travel market. It underscores the need for operators to expand offerings in more participatory, interactive experiences for the rising generation of travelers. Theodore Koumelis, Co-Founder and Managing Editor of our website Media Network, is responsible for business development and planning for our website's long-term opportunities.
In conclusion, the 2025 Tour Taker report offers valuable insights into the evolving preferences of U.S. and European travelers. The shift towards shorter, private, and flexible tours is a clear indication of the changing landscape of the travel industry, and operators would do well to adapt to these trends to cater to the needs and preferences of modern travelers.
- Wanting to create a seamless blend of travel, leisure, and home experiences, some travelers might be interested in exploring home-and-garden tours that showcase unique or eco-friendly living spaces.
- After immersing themselves in captivating day tours and cultural experiences during their travels, many tourists may find themselves wanting to recreate those memories at home, adopting a lifestyle that incorporates elements of their newly discovered passions.
