The experiences sector of travel is evolving rapidly, with increasing competition, technological advancements, and economic challenges shaping the market.
To navigate these challenges and stay competitive requires innovation — but that word might not mean what you think it means, if you believe industry expert Claudio Bellinzona, Co-Founder of Musement and CEO of Turbopass.
“Innovation per se is just an empty concept if it’s not applied,” says Bellinzona, who has spent over a decade navigating the digital transformation of tours and activities and brings a refreshingly pragmatic perspective to the conversation around innovation. In his view, too many people chase the next big thing — from blockchain to AI — without first addressing the fundamentals.
“If we look at technology with the hype glasses,” says Bellinzona, we risk getting caught up in the hype, “not focusing on what’s really the relevant thing.”
So what is relevant for tour operators, when it comes to competition and innovation? Bellinzona will be sharing his insights on this topic in a keynote session at Arival 360 | Valencia. Here’s a sneak peek.
27-29 April 2026
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THE event of the year for the European in-destination experiences industry
Save up to €990 as an Insider Pro Access Member
What’s Driving the Increased Competition?
Fragmentation and Rising Competition
One of the key factors driving increased competition, according to Bellinzona, is the fragmentation of the travel experiences market.
“The industry is highly fragmented, getting more and more fragmented, and as it is, competition is increasing,” he explains. This fragmentation means that traditional operators are no longer the only players in the field: even hotels and independent tour guides are entering the space, which intensifies the competition for bookings. As new and diverse competitors emerge, staying ahead of the game becomes more challenging for operators.
The Economic Pressures Operators Face
Alongside fragmentation, economic pressures also contribute to the heightened competition in the travel industry.
“Operators are often operating on thin margins or face lots of rising costs, demand that is fluctuating,” says Bellinzona, “so this is a big part of the economy of our industry.”
In addition to increased competition and rising costs, average spend on experiences fell in 2024 among U.S. travelers, according to Arival’s latest consumer research, which essentially means more operators are competing for less traveler dollars.
These economic challenges make it harder for operators to invest in new technologies and adapt to new trends. But as competition increases and the market becomes more fragmented, operators must find new ways to remain profitable and sustainable.
The Role of Innovation in Staying Competitive
While the landscape is becoming more competitive, innovation remains a crucial element for operators looking to stay ahead. But where do you start?
1. Forget Hype. Start with Basics.
The first place to look is at re-evaluating how you think about the word “innovation” itself. Innovation isn’t just about adopting the latest trendy technologies, Bellinzona emphasizes: “innovation is a mindset.” It’s about having the right approach to adapting to market changes, learning from other industries, and using available tools effectively.
Bellinzona stresses that innovation doesn’t necessarily require major investments or the latest tech buzzwords. “Let’s not talk about big futuristic stuff, but about what we can implement tomorrow by having the right level of knowledge,” he states.
For Bellinzona, knowledge is key to the foundation of innovation, and simple tools, like CRM systems and guest communication systems, can make a significant difference without requiring substantial investment.
2. Think of Innovation as a Process, Not a Product
For Bellinzona, the heart of innovation isn’t the technology itself — it’s adaptability.
“I think the startup world in general has a lot to do with finding new practices,” says Bellinzona, explaining that startups are able to be flexible, understand mistakes early, and adapt quickly. “It’s not about being in a startup,” he says, “it’s having the right mindset.”
“Technology may support us now in doing things faster and better, but at the very end, what counts is understanding and then making a decision in the most rational and effective way,” Bellinzona says.
3. Don’t Neglect the Importance of a Human-Centered Approach
Despite the growing role of technology, Bellinzona emphasizes that the human aspect of service remains at the heart of the travel experiences industry. While technology can help make operations more efficient, the real value lies in providing exceptional, personalized service to customers — both digitally and in person.
Technology, then, should support the customer experience rather than replace the human touch. “The outcome is not necessarily having technology in place or having a new way of working that’s just nicer or more efficient,” explains Bellinzona. What matters is “a closer and better service relationship with our customers.”
27-29 April 2026
Insider Pro Access Members Save 20%
THE event of the year for the European in-destination experiences industry
Save up to €990 as an Insider Pro Access Member
Stay Competitive with Arival
The key to relevant innovation lies in a balanced approach—adopting practical technologies, fostering a culture of innovation, and maintaining strong, personalized customer relationships. By focusing on the basics and staying grounded in what truly matters, operators can navigate the challenges and succeed in the face of increased competition.
Join us at Arival 360 | Valencia, the ultimate experiences industry gathering in Europe, where Claudio Bellinzona will share his insights from the main stage on how innovation can help operators stay competitive in an evolving landscape. Connect with Bellinzona and other innovators, operators, distributors and industry thought leaders at the three day event, and fill up on actionable insights and unparalleled networking that will drive real growth for your business.
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