We all know how important online reviews are — and particularly for tours, activities and attractions.
GetYourGuide’s 2025 Trend Tracker report found that product reviews in the experience sector had increased drastically — with a review rate trend that is 2.7x stronger for experiences versus the average across other industries.
So in our latest Experiences Traveler consumer research, we dug into the data to unpack who’s leaving reviews, where those reviews are showing up, and what it all means for tour, activity and attraction businesses hoping to stand out in a crowded, digitally-driven marketplace.
What can your review data tell you about how you could elevate your experiences? Join us in the next Arival | Elevate online session on 24 July 2025, with Anna Cashman, Head of B2B Brand & Insights at GetYourGuide, for an exploration of how you can use all the data at your fingertips to make better decisions for your business.
Younger Travelers Lead the Charge in Posting Reviews
When it comes to posting reviews after a tour or activity, not all travelers are equally enthusiastic. A majority of travelers across every market we surveyed in the U.S. and Europe are posting reviews, with the exception of Spain, where just below half are leaving reviews.
This doesn’t necessarily mean travelers are leaving reviews on every tour and activity that they did, but that a majority of travelers across almost all these markets have left at least one review for an experience on the last trip that they took.
Age is a bigger factor. Travelers between 18 and 54 are by far the most likely to write reviews. For tour operators, consider your customers: if your customer base trends younger, you’re sitting on a goldmine of potential digital word-of-mouth marketing. But if you attract an older crowd, you may need to do more to encourage reviews — and ensure to make the process as user-friendly as possible.
Bottom line: knowing who actually posts reviews can help you fine-tune your follow-up efforts. Younger guests are already primed to share, while older guests may need a little more encouragement. But regardless of where your guests come from or how old they are, there are things you can do to encourage more reviews. Learn more here: Five Keys to Five Star Reviews.
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Google Holds Top Spot for Traveler Reviews
Where travelers post their reviews has shifted dramatically in just a few years. Last year, Arival consumer research showed Google has pulled into the lead as the top spot for tour and attraction feedback, a significant change over 2019, when Tripadvisor held the crown. This year, that gap has widened even further, and remains consistent by country—more travelers are sharing their experiences directly on Google than anywhere else.
Although more travelers post on Google than other platforms, the gap is not huge. Tripadvisor is still a strong second, while other online travel agencies are not far behind. While 32% of U.S. travelers, for example, post on Google, Tripadvisor and other OTAs see 23% of travelers posting reviews.
Managing Reviews Is a Multi-Channel Matter
This new order matters a lot for tour operators. Google reviews show up in search results and maps, so a great review here isn’t just a pat on the back—it’s a powerful piece of digital real estate that can influence potential customers when they’re just starting to plan.
Reviews are also incredibly important as more and more traveler research is done through AI chatbots such as ChatGPT and Gemini, and as Google incorporates more AI overviews in search results. AI platforms rely heavily on customer reviews to provide summaries of businesses.
This shift means operators can’t afford to focus on just one site. While Tripadvisor, OTAs and other booking platforms are still important, prioritizing Google—by claiming your business, encouraging guests to leave feedback, and responding to reviews—has never been more essential. Meeting your customers where they’re actually posting is the fastest way to build trust—and bookings. Learn more about Marketing with Google here.
Operator Takeaway: How can you get more five star reviews?
The top-rated operators shared their top tips during the latest Arival TourReview Spotlight Awards event, on everything from guide hiring and training to using tech in creative ways to make it easy for travelers to leave reviews. Find out what some of Europe’s top-reviewed tour, activity and attraction operators had to say here: Five Keys to Five Star Reviews.
Learn More with Arival Research
The 2025 Experiences Traveler Research Series
This consumer research series delves into the wants, preferences, attitudes and buying habits of the U.S. experiences traveler. Based on a survey of 2400 travelers from across Europe and the U.S., this series of reports examine different aspects of the tours, activities and attractions traveler: who they are, what they book, why they book and what they want, how and when they book, what matters most to them, and much more. This is an essential research series for any creator or seller of in-destination experiences in the U.S. and Europe.
Find the full list of publications in this research series here:
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