2025 is poised to be a big year for those in tourism, especially those who offer corporate bookings and tours.
The global workforce is adapting to remote and hybrid environments, and companies are investing in team-building and employee engagement — rather than rent and traditional in-office activities. Goodbye windowless break room pizza parties. Hello downtown pizza walking tour with the remote and hybrid team.
With this market segment growing rapidly, UpLevel recently wrapped up its 2024 research into private corporate bookings across the United States. The findings, captured in the U.S. National Report on Corporate Bookings, offers an in-depth look at how tour operators can meet corporate demand with precision and focus.
Below, we’re highlighting a handful of key insights from the report, and a few ways tour operators can position themselves for success in 2025 and beyond.
The 2025 Report on Corporate Bookings: Methodology
Built on comprehensive data collected throughout 2024, this report combines insights gathered through direct conversations with tour operators and top companies, alongside extensive surveys, market analysis, and the review of over 100 tourism websites. By integrating perspectives from both sides of the industry—those offering the experiences and those booking them—this report provides a balanced and actionable understanding of corporate group bookings.
One last thing before we dive into the data. At UpLevel, we believe information is important. But insight is transformative. And the best way to turn the information below into insight that benefits your company, is to test what you read below, strategically, for your own business.
These are not shortcuts, or one-size-fits-all solutions. They are data points that inform a way forward — to greater success, and to a profitable 2025.
The Opportunity for Operators: The Rise of Corporate Team Experiences
The shift toward distributed workforces has changed how companies think about culture and connection. Remote work now makes up a significant portion of the corporate landscape, with up to 25% of employees working remotely multiple days a week.
This has driven organizations to seek out ways to bring their teams together for meaningful, shared experiences.
Key findings from the report highlight why this is an opportunity for tour and activity operators:
- Corporate events are growing in demand. Many businesses now plan three to five offsite team-building events annually.
- Companies prioritize simplicity. Decision-makers value pre-packaged solutions that eliminate the guesswork and make the booking process seamless.
- Team-building activities lead the way. Approximately 20% of outings are for team-building purposes, followed by socializing, business strategy sessions, and professional development.
This focus on bringing teams together has sparked a demand for immersive, engaging experiences that tour operators and activity suppliers are uniquely positioned to provide.
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How Operators Can Attract More Corporate Bookings
1. Keep Corporate Bookings Simple
One of the clearest takeaways from UpLevel’s research is that simplicity is key.
Corporate decision-makers—whether they’re HR managers or operations leads—want clear, easy-to-book options. However, only 16% of the tourism websites reviewed in our research currently feature a dedicated corporate groups page, highlighting a significant gap in how operators present their services to this growing market.
Addressing this shortfall with polished, ready-to-go packages tailored to corporate needs can make it easy for companies to say, ‘Yes, this is exactly what we need.’
Rather than offering fully customizable tours, operators should focus on ready-made packages tailored to corporate needs.
Why does this approach work?
- It reduces decision fatigue for clients.
- It demonstrates your expertise in understanding what corporate teams value.
- It allows you to scale your offerings efficiently.
Consider creating packages that include a mix of cultural immersion, team activities, and exclusive perks. For instance, a Boston-based tour operator experienced a 70% increase in private group bookings after introducing a set package specifically designed for corporate outings.
Pre-designed packages tailored to team-building goals or corporate celebrations are particularly effective. You don’t want to sell a corporate group one of your regular tours—you want to sell them a specific corporate group experience that has been thoughtfully designed to meet their unique needs.
This means creating a package that speaks directly to their priorities. By presenting a polished, ready-to-go product that addresses their specific need, you make it easy for companies to say, “Yes, this is exactly what we need.”
2. Align Your Offerings with Corporate Needs
UpLevel’s report underscores the importance of aligning with corporate priorities. The research revealed that companies booking team experiences value:
- Clear timelines. Most companies plan their outings 1-2 months in advance. Structuring your sales and promotions around these planning windows can capture more leads.
- Defined outcomes. Corporate clients want experiences that foster collaboration, boost morale, or celebrate team achievements. Position your offerings to deliver these outcomes.
- Metrics that matter. While tour operators often track bookings and revenue, corporate clients care about attendee satisfaction and team cohesion. Including post-event feedback tools can enhance the value you provide.
By aligning with these needs, tour operators can position themselves as essential partners in the corporate culture-building process.
3. Understand Why Companies Book Corporate Experiences
Corporate teams organize offsite events for a variety of purposes, from professional development to celebrating milestones. Understanding these purposes in greater detail can help you tailor your experience design and curate your marketing with their goals in mind.
The top reasons companies book group experiences include:
The majority of companies—approximately 70%—plan 1-4 outings per year, with most of these events tied to specific milestones or seasonal priorities. Group sizes tend to be modest, with most falling between 11-20 participants or 1-10 participants. Larger gatherings are less common but not unheard of, with some groups reaching 21-30 participants and a smaller portion reporting 31-40 attendees.
These trends highlight an important characteristic of corporate outings: intimacy. Teams are looking for experiences that foster closer connections and meaningful engagement within manageable group sizes. This aligns with feedback from tour operators, where 76% of respondents report that the average corporate group size is between 11-25 people.
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Get Your Free Corporate Bookings Report
2025 will be yet another pivotal year for the tourism industry, with corporate bookings offering tour and activity operators a promising opportunity for growth. The U.S. National Report on Corporate Bookings offers new insights to help tour operators thrive in this rapidly changing landscape. By staying ahead of the trends and aligning with client needs, 2025 can be a year of unprecedented growth for your business. Get your free copy of the report today.
About the Author
Joe Martin is a business growth consultant and TEDx speaker, as well as Founder of UpLevel Tourism, which focuses on helping tour companies increase their corporate group bookings.
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Header Image: Provided by Uplevel Tourism
