Travelers Are Buying Feelings, But Destinations Keep Selling Activities

New national research reveals travelers judge trips by emotional outcomes, not things to do — and introduces a new framework for closing the gap

Charlotte, N.C. (Feb. 5, 2026) — For years, destinations have promoted experiences by listing what visitors can do. But new research shows that travelers don’t define great trips by the activities they complete. They define them in terms of emotional outcomes such as connection, meaning, and memory.

Carl Ribaudo and Lauren Schlau, Travel Analytics Group

Following its debut at the recent TTRA Marketing Outlook Forum, Travel Analytics Group (TAG) is introducing the Experience Code™, a new, research-based strategic framework designed to help destinations move beyond activity-led promotion to focus on the experiences travelers intentionally seek and remember.

TAG co-founders Carl Ribaudo and Lauren Schlau unveiled the findings from a national study examining how travelers define a meaningful travel experience and how those definitions influence decision-making, satisfaction, and long-term loyalty.

“TAG wanted to conduct research to answer a seemingly simple but profound question, ‘What does experience mean to travelers,’” said Schlau.

This original research informs TAG’s position that tourism competitiveness depends on how destinations understand, design for, and communicate the emotional and experiential outcomes travelers want from their trips—not simply the attractions they offer.

“Most destinations are measuring what they offer, not what visitors actually experience,” said Ribaudo. “Travelers don’t judge trips by activities completed — they judge them by how the experience made them feel. When destinations miss that distinction, they miss differentiation.”

TAG’s study combined qualitative focus group data with a national survey of 750 U.S. travelers to explore the emotional, cognitive, and cultural dimensions that shape how people experience a place. The result? Travelers consistently associate positive experiences with feelings of connection and meaning, often valuing how a trip makes them feel over the specific activities they complete.

“The groundbreaking findings not only define but quantify visitor priorities, feelings, and desires about their travel from an experience perspective,” said Schlau. “This data will enable destinations to perceive travelers and their motivations  differently, with visitors creating memories they carry forever.”

Key insights include:

• Activities don’t define the experience. Travelers see activities as inputs, not outcomes. Nearly three‑quarters (72%) say a “true” travel experience is defined by how the trip made them feel afterward, while activities ranked sixth in importance (68%). Notably, 72% actively seek experiences before or during their trips.

  
  

• Experience is rooted in meaning, connection, and immersion. 73% of travelers seek engagement with a place; 51% want to connect with local people/culture; 60% say their most meaningful travel experiences made them feel grateful, and 57% felt at peace.  

  
  

• Experience influences advocacy and loyalty. When travelers perceive a trip as a true experience, they feel a deeper attachment to the destination; nearly 86% are far more likely to recommend it.

  
  

The Experience Code goes beyond positioning experience as a buzzword. It’s intended as a decision-making tool that helps destinations clarify what they want visitors to feel, say no to non-core priorities, and move from activity lists to experience-driven narratives and metrics.

TAG reports growing interest among destinations seeking to evolve beyond traditional “heads in beds” measures toward more realistic, holistic indicators of loyalty and long-term value. By aligning experience design with both visitor motivation and community context, Experience Code supports a more intentional and sustainable approach to tourism development.

“DMOs and destinations often find themselves in a state of competitive equilibrium. Their promotional strategies tend to mirror one another, as many benchmark against their peers, restricting their ability to shift the competitive landscape to their advantage,” said Ribaudo. “However, this new data presents a unique opportunity for DMOs to gain insights into the distinct and personal experiences travelers seek—insights that can help them connect in ways their competitors cannot."

Destination leaders, DMOs, and tourism professionals are invited to explore how Experience Code can support future-focused positioning and strategy. To learn more or request a complimentary strategy session, visit www.thetravelanalyticsgroup.com.

About Travel Analytics Group

Travel Analytics Group (TAG) offers a unique project approach, seamlessly integrating sound research design and execution with insightful research-based strategy. The organization offers a range of client-centered, solutions-driven research and strategy services, including visitor profile, economic impact, ROI, and other types of research combined with far-sighted, applicable strategy solutions. Client experience includes Visit California, Reno-Tahoe International Airport, Visit Truckee, Visit Mendocino County, and more. For more information, please visit www.thetravelanalyticsgroup.com.