The growing importance of experiences in the travel industry has been an ongoing discussion since the fallout from COVID-19. And while there have been no signs of travelers’ appetite for experiences slowing down, at what point does it peak?

That was a question kicked around by experts in the field during the Phocuswright Europe event in Barcelona this summer. Sarah Dines, chief commercial officer at Viator, referred to projections that the segment would be worth $350 billion by the end of 2028, about a hundred billion more than it is today.

“I think there probably is a ceiling at some point, someday, but we’re very, very, far from that at this point,” Dines said. “What we see in our own business is an increasing number of activities being done by travelers while they’re on one trip. The number of things that people are doing , and the amount of money they’re spending on experiences is continuing to grow.”

Dines was joined during an interview in the Phocuswright Studio by Laurens Leurink, the CEO at Tiqets, and Travis Pittman, CEO of TourRadar. They echoed her viewpoint.

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