As the holiday season approaches, the way we gift is evolving. Traditional material goods are taking a backseat to experiences, especially among younger generations such as Millennials and Generation Z. Recent surveys reveal that a staggering 75% of these individuals would prefer engaging experiences over physical gifts when it comes to holiday giving. This shift reflects a broader cultural transformation, as more gift givers seek to create lasting memories rather than simply exchanging items.
A survey conducted by American Express, dubbed the Amex Trendex, highlights a significant trend: many consumers—especially younger ones—are favoring experiences over tangible gifts. This sentiment is echoed in Accenture’s 18th Annual Holiday Shopping Survey, which found that half of consumers plan to buy travel experiences for loved ones. However, while the intention of gifting experiences is strong, the execution can often be fraught with challenges.
Consumers report that the most significant hurdles in giving travel as a gift include the complications of booking exact dates and the difficulty of obtaining necessary information to make arrangements. Specifically, 34% cited the need for precise travel dates as a major barrier, while 29% noted they lacked adequate details to book on behalf of someone else. This indicates a growing need for services that streamline the gifting of travel, making it as easy as selecting a physical item.
While the idea of surprising someone with an all-expenses-paid trip sounds enchanting, it may not always be the most practical approach. A Reddit user shared a charming story about how they gifted a trip to Italy for their mother’s milestone birthday—using a travel guidebook and a whimsical homemade “plane ticket” to unveil their surprise. Yet, not everyone may appreciate such unpredictability; some recommend collaborating with the recipient to plan the trip while bearing the costs.
There are various options to simplify the gifting process, including purchasing gift vouchers from airlines, hotels, and travel agencies. Many travel corporations now offer gift cards in a range of formats—both physical and digital—to accommodate last-minute shoppers. Major players like American Airlines, Delta, and Marriott provide diverse options for monetary gifts that recipients can redeem at their convenience, which alleviates the pressure of planning.
The concept of gifting experiences extends beyond just the trip itself; it’s about curating moments that align with the personality or aspirations of the recipient. For those who know a traveler has an upcoming trip in 2025, exploring their accommodation’s website may yield exciting opportunities to purchase unique experiences like dining, spa services, or local tours. For instance, luxury hotel brands like the Four Seasons offer gift cards redeemable for exceptional activities such as golfing or culinary adventures, ensuring that the recipient’s trip is truly memorable.
Specialized organizations like Intrepid Travel cater to those looking for adventure by allowing the purchase of specific tours, focusing on sustainable travel. Likewise, Road Scholar, which organizes educational excursions, allows friends or family to contribute to an educational journey for those aged 50 and older. By selecting experiences tailored to individual interests, the act of gifting transforms into a highly personalized endeavor.
Before jumping into the experience-gifting trend, it’s crucial for buyers to educate themselves about the terms and conditions associated with these gifts. For example, some gift cards come with expiration dates or restrictions on usage, impacting the recipient’s ability to redeem them when they’d like. It’s essential to read the fine print, just as would a buyer of physical goods. For example, Finnair gift cards must be used within a year, and not all regions accept Airbnb gift cards, which could leave some recipients feeling frustrated.
Experience gifts are not just for lavish vacations—local experiences can also be incredibly rewarding. Whether it’s a cooking class or museum passes, these opportunities create a platform for shared experiences, making them a valuable addition to the holiday gift list. Websites like GetYourGuide further expand the possibilities, offering gift cards for over 60,000 worldwide attractions and experiences, presenting a win-win for both gift-givers and recipients alike.
The current shift from physical gifts to experiential ones underscores a growing desire among consumers for meaningful connections over material possessions. As younger generations continue to prioritize experiences, businesses will need to adapt and simplify the gifting process, allowing consumers to enjoy the thrill of giving unique adventures without the complexities that often come with it. While the holidays can still bring traditional elements, embracing the new era of gifting experiences will undoubtedly create richer, more fulfilling memories for all involved.
Leave a Reply