THE Top 6 Revenue-Driving Experience Categories
The opportunity for revenue expansion has never been greater
The global marketplace for travel experiences represents a more than $1 trillion opportunity, according to McKinsey & Company. The potential for revenue expansion has never been greater.
Using proprietary data from a global network of partners, Way identified the experience categories currently generating the highest bookings and revenue. These insights highlight emerging trends shaping consumer preferences and point to where the most significant opportunities lie within the experience economy.
1 Ticketed Dinners
Destination dining remains a consistent revenue driver. Structured formats such as cultural tasting menus, recurring culinary series, and chef-led events tend to perform best. A clear concept, strong visual presentation, and a seamless booking experience are essential.
2 Day Passes
The modern day pass offers more than access. Properties can enhance its value through twilight entry, tiered spa experiences, and wellness programming. By positioning themselves as local destinations for exclusive brand-led experiences, hotels can convert interest into direct bookings through their own websites.
3 Holiday Events
From Halloween to New Year’s Eve, seasonal programming generates the highest returns of the year. While New Year’s Eve serves as the centerpiece, smaller activations—ranging from craft workshops and brand pop-ups to intimate concerts—sustain guest engagement throughout the season.
4 Cabanas & Daybeds
Whether it’s a shaded family cabana or an adults-only zone, these high-performing, easy-to-repeat offerings give guests more control and properties a reliable source of incremental revenue. Booking should be seamless, direct, and mobile-friendly.
5 Hosted Outdoor Adventures
Partner with trusted local guides to offer bespoke guest experiences unique to your destination. From horseback riding and night snorkeling to UTV tours and snow excursions, travelers want to be guided in adventures and new experiences. In 2024, horseback riding led in volume, with water-based experiences close behind.
6 Elevated FOOD & BEVERAGE
Food and beverage continues to be a signature channel for brand storytelling. Afternoon tea, seasonal tasting menus, cocktail-forward brunches—well-executed formats like The Driskill’s rotating service or Pendry DC’s Boozy Tea build repeat demand and earn media.
