Over 85% of travellers say that experiences and activities play a key role in their travels, according to a recent international survey conducted by Panterra Research on behalf of Airbnb. This data highlights a deeper need for travelers: to get to know destinations in depth, beyond the established ones.
The Airbnb platform, in response to this demand, has developed a wide range of experiences offered by local professionals, artists, chefs, historians and guides. From tea ceremonies in Tokyo to hikes to the Etna volcano and classes at historic painting workshops in Florence, travellers have the opportunity to experience something unique and authentic.
The 4 main categories of experiences
The survey reveals that the most popular experience categories are:
- Guided tours and tours
- Gastronomic explorations
- Activities in nature and the countryside
- Art and culture
Here are some examples:
Guided tours and sightseeing
In Paris, visitors can tour the Rive Gauche with a writer and historian, bringing the stories of Hemingway and Baldwin to life. In Los Angeles, a tour of the famed Hollywood Forever Cemetery unfolds the mythical stories of old Hollywood, while in Rome, a Baroque art expert guides visitors through the period’s top examples. In Bangkok, travellers take part in Buddhist ceremonies and visit local markets, while in Mexico, they discover cinematic landmarks through the eyes of a seasoned film critic.
Gastronomic experiences
Gastronomy remains a top priority for modern travellers. In Paris, guests taste rare cheeses with the help of expert cheesemakers, learn to make French pastries with the chefs of The French Bastards, or participate in a wine tasting led by France’s best young sommelier. Across the Atlantic, in Los Angeles, travelers explore the Santa Monica market with an award-winning chef. In Tokyo, a tea ceremony in the heart of Shibuya offers a quiet, deeply spiritual experience paired with authentic Japanese matcha.
Outdoor activities
The connection with nature becomes particularly important after the pandemic. In the Netherlands, visitors explore the canals of Amsterdam on “flowering” bicycles, while in Austin, Texas, they tour the Umlauf sculpture garden accompanied by the museum director. In Italy, a pre-dawn hike to the volcano of Mount Etna offers unique dawn images of the volcanic landscape. In Portugal, visitors learn to surf the coast of the Costa da Caparica under the guidance of a veteran of the sport, while in London, they take part in artistic observation and painting workshops at the Royal Botanic Gardens at Kew.
Culture and art
The need for a deeper understanding of local cultures is strongly expressed through art experiences. In Paris, visitors take an evening tour of the Musée d’Orsay with an expert on Impressionism or explore the legendary Saint-Ouen market with the help of an author who has written a book on the subject. In Los Angeles, they learn the art of tattooing from the famous Scott Campbell, while in Florence, they create their own still life in oil in a 19th-century studio. In Osaka, they participate in the traditional art of making glass beads with the help of a local craftsman.
As tourism redefines itself, the experiential approach seems to be the future. Travellers are not just looking for a destination – they are looking for a story, an experience, a connection. And Airbnb seems to fully understand this new era of travel.
