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Global Operator Landscape (4th Ed.): The New OTA Landscape

More Powerful. More Competitive. And More Disruption Ahead. A free snapshot report developed in partnership with GetYourGuide.

Authors: Anne Failing, Meredith Rangel and Douglas Quinby
Edited by: Janelle Visser

Coming Soon: November 2026


Summary

Online travel agencies (OTAs) are now the largest booking channel for tours, activities and attractions, accounting for 37% of operator bookings in 2025. But just as OTAs have become essential, the rules of distribution are changing again. Marketplaces are more crowded, competition between platforms is heating up, pricing and visibility tools are getting more sophisticated, and AI is changing how travelers discover and book experiences.

In our most recent Global Operator Landscape (4th Ed.) study, based on a survey of over 5,000 operators worldwide and developed in partnership with GetYourGuide, we looked at how experiences distribution is shifting. We cover where bookings are flowing, how the major OTAs are performing, what operators want from their marketplace partners, and what it takes to get seen and get booked as distribution enters a new era.

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WHY READ THIS REPORT

  • Understand the new distribution reality: See how the channel mix has shifted since 2019 for both tour and activity operators and visitor attractions. Learn why the move from “turn up and buy” to “plan and book” is now permanent.
  • Get the latest on the OTA competitive landscape: Find out which platforms are accelerating, which platforms are slowing, and which platforms are pushing further into experiences. Find out what is driving these changes and what they mean for your business.
  • Learn how to compete for visibility and yield: Getting listed on an OTA is the easy part. Get practical guidance on connectivity, pricing, merchandising, bookability and performance tracking, so you can manage OTAs as an active sales channel rather than a set-and-forget listing.
  • Prepare for AI-driven discovery: AI is already a top-five source of travel information, and the top source for affluent travelers. We look at four key questions about how AI will change the path from discovery to booking, and how operators can make sure their products are found and recommended.

WHAT’S IN THIS REPORT

  1. The New Distribution Reality: OTAs Rise. Direct Slips. Trade Holds.
  2. The New OTA Battleground: From Access to Performance
  3. The Leaders Diverge: GetYourGuide Accelerates. Viator Slows.
  4. Competition Kicks Up: The OTA Market Gets Bigger and More Crowded
  5. The Price of Visibility: Experiences Enters the Revenue-Management Era
  6. Where Will Demand Come From? AI and the Next Distribution Battle
  7. What This Means for Operators

The Global Operator Landscape (4th Ed.) Research Series

Arival’s annual survey of the global operator industry is the most comprehensive and in-depth study on travel’s third-largest sector: experiences. Based on a survey of more than 5,000 operators worldwide, the fourth edition of Arival’s Global Operator Landscape research study informs a series of reports on different sub-segments and geographic regions within the tours, activities and attractions sector.

ACCESS THIS REPORT

Arival’s Global Operator Landscape (4th Ed.): The New OTA Landscape report is available at no cost to Insider Free and Pro Access members. To access it simply sign up for an Insider Free or Pro account, or ensure you’re logged in. 

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.

Check Out Our New Report
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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 Advertising Edited by Janelle Visser, Martin Harlow & Douglas Quinby of Arival
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