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The Arival Guide to Modern Pricing in Experiences

The state of pricing in tours, activities and attractions, how to build a pricing strategy, and the pricing technology landscape​

Researched & Written by:
Anne Failing and Douglas Quinby of Arival
Mitchell Meyers and Briana Klein of BlackDog
Edited by Janelle Visser, Martin Harlow & Douglas Quinby of Arival

Coming Soon


Summary

Pricing may be the single most underutilized competitive advantage in the experiences industry. While airlines, hotels and live events have long used pricing to respond to demand and optimize revenue, most tour, activity and attraction operators still set a single price before the season begins and leave it unchanged all year.

This new Arival guide — which builds on Arival’s latest Global Operator Landscape and Experiences Traveler research, as well as subject matter expertise from BlackDog Advertising — explores where the industry stands on pricing today, how operators and technology providers are approaching it, and the practical steps operators can take to build a smarter pricing strategy.

Inside, you'll find a breakdown of static, variable and dynamic pricing models, why smarter pricing is emerging first in the most mature markets, and how pricing intelligence is becoming a new competitive edge. The guide also digs into what travelers think about changing prices and how dynamic pricing shapes their behavior, along with a simple pricing framework, real-world examples, common mistakes to avoid and an overview of the pricing technology landscape, including selected pricing and revenue management providers.

Whether you're just starting to rethink your prices or ready to adopt a more strategic pricing model, the guide offers practical tips and actionable strategies for all levels of experience operators, and is available at no cost to Arival Insider Free members – simply log in or sign up for a free membership to get your copy.

Strategic partner:

WHAT’S IN THIS REPORT:

  1. Introduction & Key Findings​
  2. Pricing & the Experiences Industry
    • Static, variable and dynamic pricing
    • Operators using variable or dynamic pricing by company size
    • Operators using variable or dynamic pricing by region
    • Pricing as a strategic capability & competitive advantage
  3. Travelers and the New Reality of Pricing
    • Do travelers notice pricing changes?
    • How travelers feel about dynamic pricing for tours, attractions
    • Traveler behavior, and how travelers respond to dynamically priced tickets
  4. Getting Started: Building a Pricing Strategy
    • Static, variable, or dynamic: how to choose the right model for your business
    • Defining the goal
    • A simple pricing framework for any operator
    • Real world examples & mistakes to avoid
    • Six trends defining the future of pricing
  5. The Pricing Technology Landscape
    • Booking systems and pricing functionality
    • Evaluating pricing technology
    • List of selected pricing & revenue management providers
    • Pricing as the new competitive imperative

WHO THIS REPORT IS FOR:

This report is for tour, activity, and attraction operators looking to move beyond set-it-and-forget-it pricing, as well as booking system and technology providers, distributors, and anyone responsible for revenue, pricing, or commercial strategy in the experiences sector.

WHY READ THIS REPORT:

Get a clear picture of how pricing in tours, activities and attractions is evolving, what travelers really think about changing prices, and how leading operators are using pricing as a strategic capability. Learn how to choose the right pricing model for your business, avoid common mistakes, and evaluate the technology that can help you put a smarter pricing strategy into practice.

Insights Partners

 

ACCESS THIS REPORT

The Arival Guide to Modern Pricing in Experiences will be available at no cost to Insider Free & Pro Access members, thanks to our sponsors at TourIQ, Aloja AI, BlackDog, and Walkway.

Become an Insider Pro Access member today and get access to the full library of Arival research, plus many other benefits such as free consulting sessions, special discounts and 20% off in-person events, starting from $179 per year.

 

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