Why Today’s Travelers Choose Experiences Over Stays – And How Rental Owners Can Keep Up

In 2025, travelers aren’t just booking a bed — they’re booking memories.
The world of travel has shifted dramatically in recent years. Guests no longer see accommodation as the centerpiece of their trip. Instead, they choose where to stay based on the experiences they can have once they arrive. For rental owners across Europe, this creates both a challenge and an opportunity: your apartment doesn’t need to be unique or luxurious, but it does need to connect guests with something meaningful.

The Rise of the “Experience Economy” in Travel

Back in the 1990s, business experts coined the term “experience economy.” Today, it’s the beating heart of tourism. According to GetYourGuide’s 2024 Global Travel Trends report:

98% of travelers say unique experiences are very or extremely important when choosing a destination.
90% plan to spend the same or more on activities in 2024/2025, despite inflation.
Cultural, culinary, nature-based, and adventure activities are consistently ranked as top motivators for booking a trip.

This means that while budget and convenience still matter, experiences now outrank the property itself in influencing travel decisions. Guests are increasingly saying: “I’ll book this rental because it puts me close to the things I want to experience.”

Cultural, culinary, nature-based, and adventure activities are consistently ranked as top motivators for booking a trip.
GetYourGuide’s, 2024

What This Means for Rental Owners

For mid-sized, well-equipped rentals (not luxury villas, not budget dorms), this trend is particularly important. Your property might not be architecturally unique — but that’s no longer the deal-breaker it once was. Instead, guests are asking:

What can I do if I stay here?
How will I connect to the culture around me?
Will this rental give me access to authentic, local experiences?

If your rental can answer those questions convincingly, you can compete on experience, not just price or amenities.

Insights: What Travelers Are Looking For in 2025

Here are some of the strongest shifts shaping guest expectations right now:

Shorter, More Frequent Trips
- Many travelers (especially younger ones) are opting for multiple shorter trips rather than one long holiday. That means they need hosts who help them maximize their limited time.
The Search for Authenticity
- Over 85% of European travelers say they prefer “off the beaten path” or local cultural immersion experiences. Guests worry about falling into tourist traps — they want you to guide them to the real city.
Blended Travel (Work + Leisure)
- Remote work is still influencing travel. Guests may want fast Wi-Fi, but outside of work hours, they’re eager for local cultural or culinary activities.
Community Impact
- A growing share of guests (particularly Millennials and Gen Z) want their money to benefit local businesses. They’re more likely to choose a rental that connects them with the local community over one that feels disconnected.

Practical Ways to Tap Into the Experience Economy

So how can a rental owner translate these insights into action? Here are four powerful approaches that don’t require renovating your space:

1. Curate a Local Experience Guide

Guests love when a host makes discovery easy. Go beyond generic lists of “top 10 attractions” and create a personalized experience map:

Day in the Neighborhood: Where to get the best breakfast, hidden bookstores, street art routes.
Cultural Immersion: Local festivals, live music venues, or workshops (e.g., pottery, cooking classes).
Nature Escapes: Parks, hiking trails, or bike paths nearby.

Even better, turn your guide into a designed poster with a QR code linking to a live Google Map — so guests can explore seamlessly on their phones.

2. Partner With Local Businesses

Partnerships are a win-win. Guests get authentic recommendations, and local businesses get visibility:

Negotiate a small discount at a nearby café or wine bar.
Recommend a trusted tour guide and in return, they might promote your rental.
Collaborate with artisans — leave a handmade souvenir available for purchase or as a welcome gift.

This builds community goodwill and gives your rental a reputation as a “gateway to local life.”

3. Weave Experiences Into Your Décor

The stay itself can become part of the cultural immersion. Consider:

Hanging prints of local artists (historic or contemporary) to showcase cultural heritage.
Framing story posters that explain a neighborhood tradition, artist, or historical moment.
Using QR codes in décor — one leads to a playlist of local music, another to a map of hidden gems.

This way, guests don’t just sleep in your rental — they live inside the story of your city.

4. Highlight Experiences in Your Listing Description

Don’t wait until after booking to share experiences. Your online listing should already position your rental as a base for adventure:

Instead of “2-bedroom apartment near metro,” write: “Stay steps away from Lisbon’s historic tram line and vibrant food market — your perfect base for a cultural weekend.”
Instead of “quiet neighborhood,” say: “Located in a peaceful local district, where family-run bakeries and Sunday markets give you a true taste of city life.”

Guests should feel, from the very first click, that your property connects them to experiences they can’t miss.

Looking Ahead: The Future of Experience-Led Travel

Long-term projections suggest this trend will only deepen:

Gen Z travelers (tomorrow’s main market) overwhelmingly prioritize experiences over possessions — they are more likely to book “unique stays” and “authentic cultural activities” than older generations.
AI-powered recommendations are becoming mainstream on platforms like Airbnb and Booking.com. Rentals with rich local content (guides, activities, storytelling) will surface higher in search results.
Experience packaging will become standard: imagine a rental booking that includes a bundled walking tour or museum pass. Rental owners who get ahead of this now will have the advantage.

Why This Matters for You

For rental owners, the message is clear:

Guests are no longer asking: “Is this property nice?”
They’re asking: “Will this stay give me stories to tell?”

By positioning your rental as part of the local experience, you:

Stand out in crowded markets.
Earn better reviews, as guests value the memories they made.
Increase booking rates by appealing to what travelers really care about.

Final Thoughts

You don’t need to own a luxury loft or a design masterpiece to succeed in 2025. What you need is connection — to your neighborhood, to your culture, and to your guests’ desire for experiences.

With small, thoughtful touches — curated guides, cultural storytelling in décor, local partnerships — your rental can evolve from a place to stay into a base for discovery.

✨ Tip from Prints & Spirit: Our City Story posters and curated art collections are designed for exactly this. They combine cultural storytelling, QR codes to music/maps, and locally inspired design — so your walls become part of the guest experience itself.