When you plan a vacation, you likely have a destination in mind. Location plays a considerable role in our travel plans, but really what makes or breaks a good vacation is what you do when you get there. Your trip to Hawaii last summer was enjoyable simply because you were in Hawaii and not at the office, but really what you remember is the scuba diving — and backpacking through volcanoes. These “travel activities” are essential to every travel experience and, perhaps unsurprisingly, have become a sizable business.
According to PhoCusWright report “When They Get There (and Why They Go)”, the U.S. travel activities market totalled $27 billion in 2009. Not only that, but more than $7 billion in activities were booked online in 2009, and the study predicts that, by 2012, the percentage of activities that will be arranged online will double.
