Just 1 in 5 Tour, Activity Bookings Made Online

Arival releases the most in-depth market sizing analysis of travel and tourism’s third-largest and most overlooked sector

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Tours, activities, and attractions, the third-largest sector of global travel and tourism, trails well behind other travel sectors in online booking. Visitors made 17% of bookings online in 2019, either through the websites of online travel agencies (OTAs) or the tour, activity, and attraction operators directly, according to Arival’s Experience Revolution: Size & Structure of the Global Operator Landscape.  

The new report provides the most extensive, definitive market sizing and structure for travel’s third-largest sector, which represents nearly one million enterprises worldwide and $254 billion in gross sales in 2019. The vast majority of those enterprises are small businesses, but the relatively few large players take up a lot of space: A very small percentage of operators account for more than half of global sales.

“For travel’s third-largest sector, there is very little in the way of data and industry information,” said Arival CEO Douglas Quinby. “Airlines, hotels, rail, short-term rentals, and other segments have well-established industry benchmarks, metrics, and resources that define their industries and establish standards. There have been far fewer resources, by comparison, for the hundreds of thousands of small businesses operating in the in-destination industry. We are on a mission to change that.” 

Based on a global survey of nearly 7,000 tour, activity and attraction operators and data collection on nearly one million businesses, Arival’s Experience Revolution: Size & Structure of the Global Operator Landscape provides in-depth analysis of companies and sales by region, industry segment (tour operator, attraction, activity), company size, and booking channel (online and offline, direct and third-party, including OTAs). The report assesses the impact of the COVID-19 pandemic on the marketplace, including forecasts through 2020 and analysis of the implications for operators and distributors.

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Who Should Buy This Report

Arival’s Experience Revolution: Size & Structure of the Global Operator Landscape is intended for investors, OTAs and distributors, technology providers, medium to larger operators, and other companies seeking insights on the global tours, activities, and attractions sector. Companies undertaking business planning and strategy development, raising capital,  exploring new market opportunities, or considering merger and acquisition opportunities in the sector should purchase the report. 

The report costs $399, and includes a one-hour webinar exclusively for report purchasers with research lead and Arival CEO Douglas Quinby. 

Click here to learn more about the report and view the table of contents and figures. 

View all of Arival’s market research and presentations on tours, activities and attractions.

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