Hotels diversify with experiences to entice visitors

Hotels are expanding their offerings to include unique experiences in order to attract and retain consumers

As international travel has significantly recovered, tourists are now spending more money on tickets to athletic events or concerts in new locations rather than on souvenirs.

Key takeaways

• According to Mastercard's Travel Industry Trends 2023 research, tourist expenditure on activities like restaurants, theme parks, and nightclubs increased by 65% in March 2023 compared to March 2019, before the pandemic;
• Marriott International appointed its first "chief customer officer" in February to create and implement the firm's global consumer strategy;
• The number of points used to book experiences at Hilton Worldwide reached a new high in 2022, and the amount of points used so far this year has increased by twofold from last year;
• Hyatt Hotels introduced an experience package with over 200 activities, including spritz cocktail masterclasses in Venice and foraging for truffles with experienced hunters and their dogs in a Hungarian forest.

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