This Christmas you might have noticed that you, or your loved ones, received gifts that you can’t put in a box underneath the tree. The gift of experiences.
According to Nick Baker, CEO of Reflections Holidays, the demand for travel experiences as gifts is on the up. He speaks to Travel Weekly in this Q&A.
What is driving this shift to experiences? Is it economic or something else?
The shift towards choosing experiences over material gifts is a reflection of societal changes that go beyond economics. While cost-of-living issues and financial pressures are certainly influencing people’s purchasing decisions, the motivations behind this trend are much more nuanced. Economic constraints have led many to rethink their gift-giving, with experiences offering better value by creating lasting memories and prioritising quality time with loved ones over accumulating possessions.
This shift reflects a growing desire to create meaningful moments and invest in relationships through shared adventures. The focus on mindfulness, self-care, and wellness has further driven this trend, as experiences are increasingly valued for enriching life in ways material goods cannot.
What are some of the common gifts that people buy?
These days, instead of buying another throwaway gift, people are opting for gifts that create lasting memories or offer a meaningful escape. Popular experiences include travel-related gifts, like weekend getaways, guided tours, or even booking a vacation package that a loved one can enjoy later. Live events, such as concerts, theatre shows, or sporting events, also top the list.
People are also leaning into gifts that promote relaxation and personal wellbeing, such as spa treatments, yoga retreats, or cooking classes that allow the recipient to learn something new. Outdoor adventures like hiking trips, kayaking, or camping are also gaining traction, especially as people seek to reconnect with nature. The goal is to offer something that goes beyond material possession, something that encourages new experiences, self-discovery, or time spent with those who matter most.
Are they more sustainable when we take in travel/petrol to location etc?
While there’s no denying that travel, especially by plane or car, can have a significant environmental impact, experiences can still be considered more sustainable than traditional material gifts when approached thoughtfully. For example, while a road trip or weekend getaway might involve some petrol, the environmental cost of manufacturing physical products, such as the raw materials, energy, and waste involved in creating everything from clothes to electronics, can often be much higher.
Experiences are often more sustainable because they have a smaller footprint in terms of production and disposal. Travel can align with this by focusing on eco-friendly destinations and accommodations, with many providers prioritising practices like low-impact tourism, eco-friendly lodging, and conservation efforts. Choosing local experiences over long-haul flights further reduces the carbon footprint, offering a gift that’s both exciting and kind to the planet.
What are some examples of trips that suit multiple generations?
Trips that appeal to multiple generations are all about flexibility and catering to a variety of interests, making it possible for everyone, from young children to grandparents, to enjoy their time together. Family-friendly vacations like camping trips, road trips, or visits to national parks work well because they offer a broad range of activities for different ages. For example, a family camping trip at a holiday park might include everything from relaxing by the campfire to nature walks, fishing, or even playing games. These kinds of trips allow family members to engage in activities they enjoy while also spending quality time with others.
Camping and national park holidays are perfect for fostering social connections within families, bringing everyone together in a relaxed and natural environment. These trips encourage shared experiences, like cooking meals together over the campfire, playing group games, or enjoying evening stargazing. Both kids and adults can bond in nature and create lasting memories in a way that’s hard to replicate in other settings. These trips not only offer diverse activities for every age group but also nurture the kind of togetherness that makes family holidays truly special.
