Tere Thompson isn’t shopping for stylish sweaters or the latest gadgets this holiday season. Her daughter working in Los Angeles wants help paying for an airline ticket to Sweden. And her college-age daughter in Philadelphia wants to plan a National Parks tour with friends.

“They want to explore,” Ms. Thompson said, “not just collect more stuff.”

It is known as the gift of experience — in demand by people of all ages, but particularly popular with young adults. And travel companies of all types and sizes are packaging their services for holiday gift-giving.

The season’s promotions kicked off with Thanksgiving weekend online sales by major hotel chains and airlines. But any type of travel company is likely to be engaged in holiday marketing.

The Waterfall Resort, a former salmon cannery in Ketchikan, Alaska, is using email and social media to offer its Gift Wrap a Fishing Trip holiday promotion.