Focusing on value rather than just budget can deliver what travelers want.
When the world feels shaky and uncertain, whether that’s due to rising prices, high interest rates, political upheaval, or major global events, it’s only natural to worry about the effect on your business.
However, it’s important to remember your customers still want to get away to relax, have new experiences, and make lasting memories. Global data backs this up. The World Tourism Organization (UNWTO) reports that international tourist arrivals rose by 5 percent in the first quarter of 2025, despite considerable uncertainty.
While demand might stay steady and even increase, your customers may just be a bit more selective and thoughtful about how and where they travel, and how much they spend. For tour and activity operators, signs of this may be reflected in a more drawn-out booking window and more questions from customers. In a recent episode of the “Behind the Numbers” podcast, analyst Rachel Wolff said, “People are literally waiting as long as they can to make those [summer vacation] decisions.”
The key to keep your business thriving during times like these? Focus on value instead of defaulting to discounts that could harm your bottom line in the long run.
How economic uncertainty shapes travel spending
When times are uncertain or budgets tighten, the cautious and late booking behaviour travellers display may stem from waiting for a better deal, or from hesitating due to political instability, weather events, or other unknowns. You might notice that travellers:
- Cut back on long-haul or luxury trips in favour of domestic or short-haul travel
- Spend less on extras like shopping or high-end dining
- Look for experiences they consider worth the investment, even if they cost more
The focus for travellers during more uncertain times isn’t just on spending less, it’s also on spending better. They’re simply being more thoughtful and selective. Instead of filling their itineraries with every possible add-on, they’re more focused on spending their travel budget on moments that feel unique, memorable, and meaningful. This is where the opportunities can open up for savvy tour operators.
What travelers still spend on
A 2025 Mastercard global travel trends report found that tourists prioritize meaningful experiences to ensure that the money they spend on travel goes as far as possible. The research shows that travellers are willing to pay for things that feel special, unique, or stress-free. This could include more adventurous activities, cultural immersion, or unique local activities over more conventional “touristy” things. Other ideas include:
- Small-group or private tours for a more personalized experience
- Activities that connect them to local culture or nature
- Bundled experiences that offer convenience and clarity on what’s included
In the US, a GetYourGuide report found that experience spending like this increased by 32 percent between early 2019 and 2025.
Delivering value without discounting
Discounts can be tempting when you want to attract more bookings, but they can also eat into your profits. Long-term, customers might become so used to them that they always wait for the lower prices. It can lead to a downward spiral in terms of your profits, especially at times when your own costs might be rising.
Instead, consider focusing on increasing perceived value. You want travellers to feel that your tour is going to be worth every hard-earned dollar. Sure, they may be more budget-conscious than usual, but they also want quality and value. The trick is helping them see that your tours deliver both.
Here are some tips for doing this:
Package and bundle experiences
For example, if you run a walking tour, consider adding a local snack and drink at the end. For adventure activities, offer transportation or equipment rentals in the price. Bundling makes your offer more appealing without lowering your base rate.
Tell your stories
People connect with people and love human stories. Through content marketing and social media, share why you do what you do, how your guides are trained, or what makes your region or activities special. All this can help travellers choose your tours over another operator they may not feel so connected to.
Offer flexible pricing options
Deposits, tiered pricing, or seasonal rates make it easier for travelers to say “yes” without feeling pressured. Rezgo’s deposit feature, for example, lets customers secure their spot with a smaller upfront payment. You can send an automated request for the balance later on.
Highlight what’s included
When people are in a more budget-conscious frame of mind, trust and transparency becomes more important than ever. List exactly what customers will get, from entrance fees to refreshments, so there are no nasty surprises. This reassurance can even be more persuasive than a discount (when customers may be worried about hidden extras).
Bonus benefit: clarity in your listings is a big help in getting your activities to appear in AI-powered searches.
Here’s a quick example of how all of this can fit together:
Imagine you’re a kayak tour operator and have been promoting your overnight treks as “budget-friendly.” Instead, you switch to focusing on value. Each booking costs a little more, but now includes premium gear rental, locally-sourced gourmet camp meals, and a guided hike by a local tour guide. From a perceived value perspective, a customer now gets a much more memorable experience, including local, tasty food, reassurance that their gear will be high-quality, and an experience with a local person. Their travel experience has shifted from budget-focused to value-focused.
Practical steps you can take to keep your business thriving
If all of this makes sense to you and your travel business right now, what can you do straight away? The good news is you don’t need to overhaul your business to adapt to changing traveler habits. Start with small, practical steps you can take whenever the economy or world gets a little stormy and uncertain:
- Review your booking data to see which tours are most popular and when customers are booking
- Adjust your offerings to highlight higher-value options, such as small groups, private add-ons, or exclusive experiences
- Refresh your marketing to focus on benefits like stress-free planning, expert guides, unique access, or authentic local insights
- Make booking easy with flexible payment options, clear availability, and mobile-friendly booking and checkout
By focusing on transparency and flexibility—and, above all, value—you can attract travelers who are ready to invest their travel budget in what they feel confident will be unforgettable experiences. And with the right tools in place, you can make sure every booking works harder for your business, with no deep discounts required.
Written By | Rob Mathison
