How activities made me book one of my most memorable family holidays

July 7, 2023

3 min read

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Have you ever booked a trip just to sit on a flight or to stay in a specific hotel? Well, if you are a Travel Techfluencer like me, chances are that you usually travel because you are on a mission to experience something unique: to walk up Machu Picchu, go scuba diving with whale sharks, or to experience Walt Disney Studio with your kids.

I was still deciding where to spend our family holidays when I first saw the Harry Potter Studio Tour promoted on Instagram. It cinched the deal. And when I started booking the trip, the very first thing I bought were tickets to this specific activity. The hotel, the train tickets, all the rest, came after, because if the Studio Tour had been booked out, we would have gone to another destination entirely, or shifted our stay to make it work.

And my family isn’t an anomaly: according to our latestTraveler Tribes research , the two most important considerations for travelers are “the memories I make” and “the places I visit.” We travel because we’re curious about the world, and hungry to discover new environments, new communities, and new destinations, so we can share these stories with loved ones for years to come.

Experiences are the reason people get out of the house in the first place, but ironically, experiences are generally considered as a trip ancillary by most travel sellers. Wouldn’t it be time to reverse this trend and offer to hotels, travel agents, airlines, influencers, and other travel brands the means to incorporate content about destination activities so they put it at the core of their offer?

This is a big business, and it presents a big opportunity for travel brands to increase their margins while improving customer loyalty: Phocuswright expects tours, activities, and attractions to generate $260 billion revenues in 2024, and the average traveler spends 10% of their holiday budget on activities and experiences. Better travel puts people first, and there’s no better way for a travel brand to nurture customer loyalty than by offering personal and meaningful experiences, tailored specifically to a travel’s unique interests.

Amadeus is passionate about travel and technology and we’re always scouring the landscape to identify how we can help the travel ecosystem innovate, stay connected, and move forward. That’s why we createdAmadeus Discover some years ago as part of Amadeus Innovation Studio

Amadeus Discover helps thousands of travel players - from hotels, to travel agencies, destination marketing organizations, online influencers and more - to inspire their customers with destination activities to drive bookings. Thanks to the aggregation of many activities, tours, experience and restaurant aggregators, Amadeus Discover has a catalogue of +300k experiences available worldwide, which travel players can tap into to offer a wide range of unexpected activities to their customers. Whether a traveler is looking for adventure, relaxation, culture, food, or wildlife, chances are, Amadeus Discover has it ready to share, and book with just a few clicks.

Amadeus Discover allows travel brands to promote these unforgettable experiences on their websites, or via social media to inspire travelers before their journey, or they can also be sent push notifications and email confirmations during and after their trip, to keep them coming back for more. This gives travel brands an opportunity to really connect and engage with people throughout their journey and after it, and to go above and beyond by recommending handpicked local experiences. As the travel industry rebounds this year, travel brands can stand out from the crowd by tapping into the wanderlust of travelers looking for inspiration for their next trip. Maybe you can inspire them first.

To learn more about Amadeus Discover,click here to connect with us. You never know where we might take you.

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