Travel Experience Trend Tracker
Fall 2026

The data behind
standing out

The case for creating distinctive experiences that drive bookings

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What this report covers

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We explore the impact of choice, sameness and distinctiveness on the experiences industry

Based on a recent test we carried out →

Rome
Fresh Pasta Class: Learn Roman
Recipes
See the results

· 1,800 travelers from the US and UK

· Distinctive vs. similar experience options

· Three set sizes (8 vs. 20 vs. 200)

· Two control categories

Similar sets
Rome
Fresh Pasta Class: Learn Roman
Recipes
Rome
Small Group Pasta Making Class
in Rome
Distinctive sets
Rome
Rome Pizza &
Gelato Cooking
Class
Rome
Artisan Gelato
Workshop with
Tasting

What this report covers

We explore the impact of choice, sameness and distinctiveness on the experiences industry

Based on a recent test we carried out →

Rome
Fresh Pasta Class: Learn Roman
Recipes

· 1,800 travelers from the US and UK

· Distinctive vs. similar experience options

· Three set sizes (8 vs. 20 vs. 200)

· Two control categories

Similar sets
Rome
Fresh Pasta Class: Learn Roman
Recipes
Rome
Small Group Pasta Making Class
in Rome
Rome
Classic Italian
Pasta Class
with Wine
Distinctive sets
Rome
Rome Pizza &
Gelato Cooking
Class
Rome
Artisan Gelato
Workshop with
Tasting
Rome
Truffle Hunting &
Cooking Class in the Countryside

· Three set sizes (8 vs. 20 vs. 200)

· Two control categories

OUR FINDINGS

Distinctiveness drives bookings

Travelers were more likely to book when shown a set of distinctive experiences.

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OUR FINDINGS

Similar options made
travelers less willing to book immediately

22.2
%
of travelers seeing similar sets clicked "Book later"
12.7
%
of travelers seeing distinctive sets clicked "Book later"
OUR FINDINGS

Make your experiences clearly distinctive

The report also explores how you can:

‍

‍Shape your experience to make it distinctive and showcase it so that it stands out

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Download

the free report

  • The AI landscape for operators today

  • How other operators are using AI

  • Practical actions for key business areas, at every experience level

  • Tips for staying ahead with AI

Access our full report to learn why distinctiveness drives bookings, and how to build it into your business

You're all set!

Download it below and jump on the latest trends, learn how to improve your offering and understand your target market better than ever.
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