Source page: McKinsey & Company
Commentary
Roam if you want to
Travel | Consumer
June 14, 2024 – The tourism and hospitality industry has had to evolve as customer preferences change. And while the experiences segment—for example, cruises and theme parks—accounts for an increasing share of total booking agency revenue, senior partner Caroline Tufft and coauthors find that this segment is fragmented and lacks a strong digital presence. To sustain growth, stakeholders can consider cross-selling unique experiences, unbundling deals, and implementing data-powered strategies.
To read the article, see “Six trends shaping new business models in tourism and hospitality,” May 29, 2024.
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Visual form
Area chart.
Layout / body structure
This is a single stacked area-style chart running from 2015 to 2023, with a large callout on the right. Read the time progression left to right and then use the right-side note to interpret the ending share.
What is being compared
It compares booking-agency revenue share from accommodation versus experiences over time.
Measurement system
The y-axis is percentage share of booking-agency revenue and the x-axis is year. The bright lower band represents experiences and the dark upper band represents accommodation.
Visible structure inside the graphic
Two stacked areas fill the chart. The experiences layer expands upward over time while the accommodation layer narrows, and the right-side callout labels the endpoint share for experiences.
Main takeaway from the visual
The chart shows that experiences have become a much more important part of the revenue mix, taking a far larger share by the end of the series than at the beginning.
Key standout values or extremes
Experiences rise from about 15 percent of booking-agency revenue in 2015 to about 50 percent in 2023, leaving the mix close to an even split by the end of the chart.
Controls / sequence, when applicable
This is a static chart image with no in-chart controls to operate.
Companion media, when applicable
There is no separate companion audio or video; the chart image is the full visual on this page.