Social Video Takes on Google, Enter TikTok Shop

Discussing the latest with short-form video, TikTok Shop, the return of Airbnb Experiences and more with the Hot Topics panel at Arival 360 | San Diego

by | 19 November 2024

Video killed the radio star, and short form video is putting more established forms of digital marketing, from Facebook to Google Search, on notice. 

A major theme of the latest Hot Takes, Hot Topics session at Arival 360 | San Diego was the growth of “social video” as an area of growing importance, particularly among those who wish to target younger (under 40-year-old) travelers. 

The dynamic session, moderated by Arival CCO and co-founder Bruce Rosard, featured panelists Sarah Dines, CCO of Viator, Wilfred Fan, CCO of Klook, Haley Ward, VP of Sales at Hudson Yards Experiences, and John O’Sullivan, Founding Director of Depot Adventures and Chief Content Creator at One Minute Tours. The session followed immediately after Fan’s keynote session The Future is Social: Klook, TikTok and Travel’s Next Gen.

The conversation explored key topics shaping the industry, from the increasing importance of short-form video in search and discovery, to working with influencers and content creators, to video on online travel agencies (OTAs), to what’s next for Airbnb Experiences, and other hot topics such as business growth in experiences and the impact of AI.

In keeping with the theme of short-form video, we’ve compiled a few short video highlights from the session below — enjoy! Arival Insider Pro Access members can also watch the full session on-demand here. 

Can Short-Form Video Actually Drive Bookings? 

Tour operator and content creator John O’Sullivan shares the impact of video on his revenue, and Haley Ward discusses working with influencers and content creators from the attractions’ perspective.

When is TikTok Shop Coming to Experiences?

While TikTok Shop is not widely yet available for experience booking integrations, it is being tested in Asia via Klook.

When will Video Overtake Google for Experience Search and Discovery? 

Panelists share their takes on when video will overtake Google — and for certain ages and regions, it has already.

When Will Airbnb be Back as a Force in Experiences?

The panelists predict when — or whether — Airbnb Experiences will return as a force in the experiences sector.
ATTEND AN ARIVAL EVENT

Join us at an upcoming Arival event to connect, learn, & grow your tours, activities, & attractions business

Access the Full Video Session and Learn More at Arival

Want to watch the full session? Arival Insider Pro Access members can access the full Hot Takes, Hot Topics session on-demand here.

What will the next hot topics be? Join us at an upcoming Arival event to hear directly from the leaders in the experiences sector, learn about the latest in industry trends and travel tech, and get insights on the outlook for travel experiences in 2025 and beyond. We hope to see you there!

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.

GET ON THE LIST!

Sign up to receive insights tailored for the in-destination industry as well as updates on Arival.

Sign Up
Print Friendly, PDF & Email
Tags: Depot Adventures, klook, viator, social media, digital marketing, tiktok, Featured, Arival 360 San Diego, Hudson Yards Experiences, Vertical Video, Travel Trends, short form video, hot topics, tourism trends, Social Video, One Minute Tours
Arival spotlight winners announcement.

Trending

Check Out Our New Report
X
Global Operator Landscape: The State of Experiences (3rd Ed.)
More than 7,000 operators worldwide contributed to this exclusive new research from Arival which reveals key insights into the tours, activities, and attractions industry in 2024 & beyond, covering trends in sales, tech, and market growth. Authors: Anne Failing and Douglas Quinby Edited by: Janelle Visser
GET REPORTCombined Shape

already a member?

Lost your password?

NEED TO REGISTER?

Become an Arival Insider
X
THE ARIVAL INSIDER PRO ACCESS MEMBERSHIP; YOU GET ALL THIS TO HELP YOU ADVANCE YOUR BUSINESS.

Included in Free Membership

Included in Arival Pro Membership

The Arival on-demand video library archive
Access to the entire library of over 150 video sessions and webinars

Arival.guides
Short, digestible research & trends reports delivering insights into our industry, such as The Tour Operator Outlook for 2021.

Arival.travel articles
Topical articles about marketing, tech, operator business and operator stories in all areas of tours, activities & attractions & experiences

Job board access
Find a job from our regular listings, post a resume to the talent network and learn strategies from the job resources articles

New webinars
Helpful, instructional sessions covering subjects such as Mastering Facebook Ads, Grow Your Business and How To Work With OTAs — topics to help advance your business.

Discounts on all Arival in-person events
20% Discount on all Arival in-person events (save up to $300)* based on business type

Arival ProShield – Insurance program
Access to tailored insurance solutions by Granite Insurance is available exclusively for Arival Insider Pro Access Members. Insider Pro Access Members also have access to a suite of resources from Granite Insurance including templates, forms and other informative documents.

Insiders Pro Access member exclusive webinars
Paid membership-only webinars to deepen your understanding of important industry topics.

Job postings & talent directory
Post jobs & connect with candidates most applicable to your business.

Private roundtables to connect, learn and engage
Small, focused and intimate discussions exclusive to Arival Insider Pro Access members.

Full access to Arival’s library of in-depth reports
Up to date, deep analysis of tourism topics ranging from Self-guided Tours to Sales & Distribution Trends and Outlooks, based on the data that defines the industry.

The latest on-demand videos
Over 350+ on-demand videos featuring hot topics in tours, activities & attractions

Insider discounts in digital marketing, tech, e-learning, and more
Save money on additional tools, services and learnings you need to run your business. Exclusive to paid members.

Membership Overview
X

Get on the List
Sign up to receive insights tailored for the in-destination industry as well as updates on Arival.
  *
 *
 *
 *
 
 
You can sign up to receive email updates from topics that may interest you.
*Required fields
Note: It is our responsibility to protect your privacy and we guarantee that your data will be completely confidential.
ARIVAL CODE OF CONDUCT​
CONFERENCES AND COMMUNITY SPACES​

At Arival, we believe travel can make the world a better place. Our mission is to establish and inspire a diverse community of individuals and companies in the In-destination Industry by providing opportunities to gain insight, share knowledge and build connections. To make it possible for true collaboration, creativity, innovation, and idea exchange to thrive, we are committed to facilitating a welcoming and respectful community for all. This Conference Code of Conduct shares our community expectations and applies to all attendees, employees, exhibitors, speakers, sponsors, volunteers, and other participants at Arival- produced and sponsored events. We empower all participants in our community to actively engage in creating a friendly, inclusive and safe environment for all.

Arival’s core values include the following, and create an expectation for conduct at our events and in online community spaces:

We demonstrate a deep respect for human beings inside and outside our company and for the communities in which they live.
We value integrity and strive to consistently interact with others in ways that are authentic, ethical, and fair.
We are dedicated to transparency, committing to clear, open and honest communication.
We actively pursue and advocate for inclusion, diversity and representation of varying cultural backgrounds, perspectives and ideas

Arival welcomes people from all cultural backgrounds, and does not discriminate on the basis of race, color, creed, gender (including pregnancy, perceived pregnancy, childbirth, breastfeeding, or related medical conditions), gender identity, religion (including religious dress and grooming), marital status, domestic partner status, genetic information, age, national origin or ancestry, military or veteran status, sexual orientation, physical or mental disability, or any other basis protected by federal, state, or local laws.

Accordingly, participants must refrain from displaying any demeaning, harassing, aggressive, or intimidating behavior or materials that would interfere with others’ experience and participation in our community.

If you witness or are subjected to inappropriate or disruptive behavior or have any other concerns, notify an Arival staff member as soon as possible.

Inappropriate or disruptive behavior will not be tolerated. Arival reserves the right to refuse entry to or remove any party from any event or community space at any time when participation or behavior create a disruption or hinder the event or enjoyment of the event by other participants. All determinations are at the sole discretion of Arival, and the decision of the Arival team will be final. Severe breaches of this Conference Code of Conduct may result in disqualification from participating in future events. Individuals expelled due to violating this Conference Code of Conduct will not be eligible for a refund or other consolation.

If you have questions regarding this Conference Code of Conduct or its implementation, please contact us at [email protected].

X