Trendspotting may drive media headlines and (some) conference agendas, but operators need to focus on something more important: what travelers are actually buying.
The travel industry loves a buzzword. Slow travel. Regenerative tourism. Digital detox. Set-jetting. Every year brings a few new trends that promise to reshape travel.
But when we asked more than 560 multi-day tour operators what travelers actually want, the answers were surprisingly straightforward.
Here are the results, from Arival’s State of Multi-Day Tours (2nd Ed.) report. The survey was conducted from September-December 2025 and supported by TourRadar, kimkim and Lemax
1. The Classics Are Still… Classic
The most in-demand trend by far remains the top attractions and iconic destinations. They remain the single strongest demand driver in the market.
This may seem obvious, but it is an important reminder. Despite all the discussion about hidden gems and overtourism, most travelers still build trips around famous places and cultural landmarks. For travelers planning that special, extended international travel, they want to see the sites that mean the most to them – especially if this is a bucket-list destination they may only visit once.
For operators, the message isn’t to abandon the classics, nor is it to overrely on them. It’s to rethink how they deliver them. And that brings us to the next trend.
2. Small Groups Have Become the New Standard
The era of the big coach tour isn’t over. It remains an important volume segment. But it is no longer the center of gravity in the market, especially for the U.S. and European traveler.
More than two-thirds of operators now offer tours of 10 guests or fewer, while only one-third offer tours of 30 people or more. This reflects a broader shift in traveler preferences toward more intimate, flexible and personalized experiences (a shift also well underway in the day tours market).
Smaller groups allow operators to access places larger tours cannot, create more meaningful traveler interactions, and command higher prices.
For many operators, small groups are no longer a niche. They are the core product.
3. Customizable Itineraries Are Moving Mainstream
More and more, travelers want to choose their own adventures – or at least personalize them.
Multi-day tours offer incredible travel opportunities, and most travelers are not looking to build a trip from scratch. They value the expertise, curation and guidance that a specialized, experienced operator and guide can deliver. But they also want flexibility; they expect options. They want the ability to shape portions of the experience around their interests.
For operators: the future of multi-day isn’t fully bespoke. It’s structured customization. The challenge before operators today is how to deliver on this clear customer want without breaking the business. How can you scale your workflows and operations without comprising your efficiency – or your margins? This is where the next wave of technology and AI innovation will set the leaders apart from the pack.
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4. Travelers Want to Be on the Field, Not in the Stands
Perhaps the most important trend isn’t about where travelers want to go. It’s about what they do once they get there.
Interactions with locals, off-the-beaten-path experiences and participatory activities all ranked highly in the research. This reflects a broader shift we’ve seen across the experiences sector: travelers increasingly value connection, authenticity and participation alongside traditional sightseeing.
The destination, the iconic site – these matter as much as ever. But travelers want more than photographs and facts. They want stories, smells, conversations and activities. They want experiences.
5. Mid-Market Still Rules
Luxury travel and the affluent traveler have been getting most of the headlines of late. But the reality of the multi-day tour sector is that the vast majority of the market sits somewhere in the middle.
More than half of operators report average per-person prices between $1,000 and $5,000, with the largest concentration in the $2,000-$5,000 range. This is the heart of the organized multi-day travel market: week-long to two-week itineraries that bundle accommodation, transportation, guiding, and key experiences into a single package.
This might seem to contradict some of the other trends highlighted here, but small groups, customization, immersive experiences, and flexible itineraries are not just for wealthy travelers. They are increasingly becoming mainstream expectations – or at least aspirations.
Travelers are not necessarily seeking ultra-premium experiences; they are looking for better experiences. Budget-conscious travelers still want more personal, intimate experiences. For operators, the opportunity is not simply to move upmarket, but to deliver greater value, personalization, and differentiation within the core mid-market where most demand still resides.
Bonus Untrend: Slow Travel Is Slow to Take Off
If you followed travel media over the past few years, you might assume slow travel is becoming a major travel trend. Maybe. But not according to most multi-day tour operators: only about one-third of operators report strong demand for slower travel itineraries.
That doesn’t mean travelers don’t want deeper experiences. They clearly do. But most travelers still have limited vacation time and a long list of places they want to see. For many, the ideal trip combines immersion and exploration rather than choosing one over the other.
Slow travel may be growing, but it remains a niche compared to small groups, customization and cultural sightseeing.
The One Takeaway: Classic Sites, Custom Experiences
I don’t know how many “coolcationers” and “intentional travelers” may be searching for their next “destination dupe,” but I do know that travelers aren’t abandoning traditional touring. They’re redefining it.
The future of multi-day travel isn’t about replacing iconic destinations with obscure ones, abandoning organized travel for complete independence, or creating a new product line to match the latest social media trend.
It’s about delivering the world’s most compelling destinations through smaller groups, more flexibility, deeper local engagement and experiences that feel personal.
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Header photo: Pexels / Anna
