We surveyed hundreds of vacationers to confirm this ancient wisdom: The journey matters as much as the destination [Video]

Americans spent more than US$850 billion on domestic leisure travel in 2023, a sum that looks likely to rise in future years. Whether it’s a weekend getaway to a Taylor Swift concert, a long-anticipated holiday visit with family, or a monthlong tour of national parks, travel can leave a lasting impact on how we see ourselves.

In the age of social media, platforms like TikTok, Instagram and Reddit have become outlets for travelers to share their experiences and connect with others. Our recent research suggests that this online engagement plays an underappreciated role in how much people enjoy their vacations.

We found that trip satisfaction isn’t just about the core event — the concert, gathering or sightseeing tour. Instead, the entire journey matters, from the anticipation beforehand to the joy of sharing stories afterward.

This might sound intuitive to avid travelers. But as marketing professors, we believe the tourism industry could better harness this insight.

The power of …