Lilshira
Activity‑first travel reshapes tourism marketing
Tourism marketers are now targeting travelers who choose an activity before a destination, a shift highlighted by Skift on Nov 11, 2026. The change reflects growing demand for experience‑first planning and affects hotels, airlines, and tour operators that must adapt their outreach to capture this new buyer behavior.
In this story
At a glance
- What changes
- Marketing now emphasizes experiences before destinations
- Timing
- Trend gaining traction since 2021
- Who is affected
- Hotels, airlines, tour operators and experience‑focused travelers
The details
Changing traveler mindset
Historically, leisure travel began with a chosen destination, followed by flights, hotels and activities. Recent observations show a growing segment of travelers start with an experience they want to have, then decide where to go. This reversal challenges the traditional destination‑first model.
Industry response
Hotels, event companies, airlines and tour operators are adapting by highlighting activities in their promotions. Airbnb’s “I’m flexible” search, introduced after a 2021 discussion with Brian Chesky, exemplifies how accommodation providers now let users start with a type of stay or experience rather than a location.
- Airbnb launched flexible search to let users prioritize accommodation type
- Airlines are bundling experience‑focused packages with flight offers
Implications for marketers
Destination marketers can no longer rely solely on place‑based messaging. They must collaborate with hotels, airlines and tour operators to shape demand before travelers have a destination in mind. Early engagement with experience‑seeking travelers can drive bookings across the travel value chain.
- Integrate activity themes into advertising campaigns
- Partner with accommodation platforms offering flexible search
What this means for travellers
Trip planning
- Existing travel bookings remain unchanged by the shift in marketing focus
- Future bookings may be influenced by experience‑first search tools
- Travelers can now explore activity options without committing to a destination
Cost and documents
- No new fees are introduced as a result of the marketing shift
- Travel documentation requirements stay the same
- No additional paperwork is required for experience‑first searches
What you need to do
- Watch for new flexible‑search features on accommodation platforms
- Consider adding activity‑focused keywords to travel itineraries
- Stay informed about airline and tour‑operator bundles that start with experiences
Who this affects
-
Experience‑first travelers
They prioritize an activity or experience before choosing a destination
-
Hotels offering flexible search
They adapt to guests who start with accommodation type or experience
-
Tour operators designing activity‑centric packages
They need to market trips that begin with an experience rather than a place
Frequently asked questions
What does activity‑first travel mean?
Activity‑first travel means travelers choose an experience they want to have before deciding on a destination, prompting marketers to promote activities rather than places first.
When did the shift toward experience‑first planning start?
The shift has been noted since at least 2021, when industry leaders discussed the growing importance of experience‑driven travel choices.
How are hotels responding to experience‑first travelers?
Hotels are highlighting flexible search options and activity‑focused packages, allowing guests to start their booking process with a type of stay or experience.
Will I need new documents for experience‑first travel?
No new documentation is required; travel documents and visa requirements remain unchanged regardless of the planning approach.
Does activity‑first travel affect flight prices?
Flight pricing stays the same; however, airlines are beginning to bundle flights with experience‑focused offers to attract this traveler segment.
