The experiences segment continues to consolidate its position as one of the most active and diversified drivers of the travel industry. This is shown in the new report “Travel Experiences 2025: Insights on Traveler Behavior and Market Trends,” based on more than 200,000 bookings made between January and August 2025 (compared to the same period in 2024) within the Globick network, the B2B connectivity platform that simplifies the access to the supply of tourist experiences through a single technical integration.
The study offers a clear view of actual traveler behavior and current purchasing dynamics. The data shows a deeply fragmented market, where different patterns of anticipation coexist, spending levels are stable, behaviors differ between B2C and B2B channels, and there is notable seasonal variability. This diversity requires industry players to adopt a more flexible approach and a technological infrastructure capable of adapting to multiple booking flows.
The average time to purchase is 39 days, reflecting a trend toward earlier planning compared to 2024. Even so, last-minute behavior remains relevant, especially in summer, when it peaked at 23% of bookings. The cancellation rate remains stable at around 6%, an indicator that highlights the growing importance of flexibility as a decision-making criterion for travelers.
The report also reveals a strong geographical concentration. Italy, Spain, the United States, and France account for almost 80% of bookings, in line with the most visited destinations globally according to the UNWTO. Among these, the United States stands out in particular for its higher average spend, reinforcing its role as a key market for premium experiences.
In economic terms, the average ticket price stands at €88 and the spend per booking is around €200, a figure that points to couples traveling as the predominant format for the consumption of experiences.
Cultural experiences continue to lead demand, with products such as the New York Explorer Pass, the Alhambra and Nasrid Palaces in Granada, the Palace of Versailles in Paris, the Best of Rome Pass, and the Anne Frank Walking Tour in Amsterdam among the most booked globally. At the same time, categories such as gastronomy, outdoor activities, and nature are showing sustained growth, driven by the search for more authentic, healthy experiences linked to the local lifestyle.
Beyond the data described in the report, the conclusions point to a challenge shared by the entire sector: a highly fragmented experiences market, with multiple booking logics, different behaviors by channel, and a growing need for accurate and up-to-date information. For distributors, OTAs, and platforms to operate efficiently in this context, the industry needs a technological infrastructure capable of offering stable, scalable, and real-time connectivity.
It is in this scenario that Globick consolidates its role as Experiences Supplier Manager, a figure that goes beyond the traditional concept of aggregator or hub. Globick manages connectivity between experiences sellers and suppliers through a single API that unifies the technical relationship with suppliers, eliminates the burden of developing and maintaining dozens of integrations, and ensures that each connection performs at the levels required by the industry. And all this as a pure technological intermediary, allowing experience distributors to maintain or establish their own commercial conditions with suppliers.
As Xavier Boixeda, CEO of Globick, explains: “Today, the distribution of experiences requires precision, speed, and scalability. Our role is not to add more layers, but to make everything work better. As Experiences Supplier Manager, we centralize the connection with suppliers so that our partners can focus on growing, improving margins, and offering better experiences to travelers, without having to take on the technical complexity behind it.”
Globick’s positioning as an Experiences Supplier Manager responds directly to what the industry is asking for: a simpler, faster, and more efficient way to connect distributors with suppliers. With more than 50 active APIs and 15 new integrations added in 2025 alone, the company is establishing itself as the technological infrastructure that enables the global distribution of experiences to scale without friction, without disproportionate technical costs, and without losing commercial control.