Across the Atlantic, a quiet reordering of travel priorities is underway: vacationers are no longer asking how to spend more, but how to experience more within what they already spend. A new report from Arival and Phocuswright, drawing on surveys of 2,550 travelers in five countries, finds that Americans and Europeans alike are stacking their itineraries with tours, tastings, and landmarks — not because budgets have grown, but because the calculus of a good trip has shifted from depth to breadth. In this moment, the experience itself has become the destination, and the industry built around it