Mobile Now Two in Five Online Bookings for Operators

Over half of attractions’ online bookings, two in five tour and activity online bookings are now on mobile, according to latest Arival operator surveys

Reading Time: 2 minutes 30 seconds

by | 11 November 2022

How much time do you spend on your mobile phone each day? You probably don’t want to know. Whether you’re an iPhone person or an Android person, one thing we all have in common is we are spending more time on our phones now than ever. 

People use mobile phones for everything from navigation to scrolling cat pictures to keeping up with the Kardashians to taking selfies to ordering food. 

They are also using them more than ever for booking tours, activities and attractions, according to the latest report from Arival and Phocuswright.

Operator Takeaway: With more people booking on mobile now than ever, prioritize your mobile booking experience by ensuring your website and booking platform are optimized for mobile.

After surveying over 3,500 tour, activity and attraction operators worldwide, The Outlook for Operators: The State of Tours, Activities and Attractions reports mobile booking is now a mainstream sales channel for tours, activities and attractions.

Mobile bookings range from ⅓ to over ½ of all direct bookings, for tour, activity and attractions operators across all regions

Mobile bookings also represent nearly 40%, or two in five direct online bookings for tour and activity operators. 

The mainstreaming of mobile is most pronounced for attractions. Mobile bookings now account for more than half (52%) of attraction website bookings, up from 37% in 2019. 

The shift towards digital during the pandemic also led to an increase in the percentage of direct bookings via mobile, especially for attractions

So what does this mean for operators? “Meet your customers where they are,” as Michelle Martin from Meta advised at Arival 360 | Las Vegas. Make sure your website is mobile friendly, so that your visitors can easily get the information they need and complete the booking process on their phones without having to go elsewhere — thus taking your sale to a competitor or unwittingly giving commission to an online travel agency (OTA) or other distributor. 

Mobile bookers also spend more and leave more reviews, as earlier research from Arival has shown, which should be an added incentive to make their digital experience a good one.

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Dig deeper into the digital shift, tour bookings by sales channels, and top marketing channels for operators going into 2023 by downloading The Outlook for Operators: The State of Tours, Activities & Attractions. This report is available for purchase at a cost of $329, or included with an Insider Pro Access membership. 

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WHAT'S THE DIFFERENCE BETWEEN ARIVAL | ACTIVATE EDINBURGH AND ARIVAL 360 | VALENCIA AND WHICH SHOULD I ATTEND?

Since 2019, Arival has hosted one major event in Europe each year. For 2024-2025, we’re thrilled to offer two exciting events: Arival 360 | Valencia and Arival | Activate Edinburgh. Here’s a quick comparison to help you decide which event to attend—or why you might want to come to both:

Arival 360 | Valencia (28-30 April 2025)
  • Scope: Flagship European Event with a global reach; up to 30% of attendees from outside Europe, including the U.S., Middle East, LATAM, and APAC.
  • Audience: Experience creators, tech and distribution companies, and industry professionals from around the world.
  • Arival Theater Content: Global topics including: over-tourism and sustainability, technology, distribution, European consumer and operator trends.
  • Breakout Sessions: In-depth workshops on operational best practices, product expansion, AI, channel management, marketing tech, a Spain-specific track and an Innovation Showcase highlighting the most tech-savvy companies in our industry.
  • Networking: Connect with leading OTAs and distribution companies, and build valuable partnerships.
  • Location: Valencia, a stunning coastal city offering rich cultural experiences.
  • Attendees: Approximately 800, providing extensive networking opportunities.
Arival | Activate Edinburgh (23-25 November 2024)
  • Scope: Regional focus on the UK, Ireland, and the Nordic regions.
  • Audience: Operators and industry professionals from the region.
  • Content: Gain insights on regional topics like technology, distribution strategies, and hear from top regional tourism leaders.
  • Breakout Sessions: Experience hands-on learning at Edinburgh’s top attractions and tours, with sessions on visitor experience, digital journeys and innovative tour development. In-depth sessions for companies at the beginning of their digital journey and more advanced sessions for people and companies looking to elevate their experience.
  • Networking: With a more intimate setting. you’ll have more time to build deeper connections and create more meaningful interactions with your current and future partners including distributors, tech companies, DMOs and more.
  • Location: Edinburgh, known for its stunning architecture and historic charm
  • Attendees: Approximately 400, fostering an intimate peer-to-peer learning and networking environment.
Key Differences:
  • Global vs. Regional Focus: Valencia is a global event with an international audience, while Edinburgh is a regional event focused on the UK, Ireland, and Nordic regions.
  • Event Size: Valencia hosts about 800 attendees, providing broad networking opportunities, whereas Edinburgh’s 400 attendees create a more intimate, focused environment.
  • Content and Sessions: Valencia features global themes and advanced topics, whereas Edinburgh provides region-specific insights and hands-on experiential learning.
  • Location Experience: Valencia providing a coastal escape and Edinburgh offering historic and iconic attractions.
  • Who Will Be There: The most valuable part of Arival Events is the connections you make and the partnerships you build to grow your business. At Arival | Activate Edinburgh, you’ll engage with key industry players in the UK, Ireland, and Nordic regions. If your business focus is on these areas, Edinburgh is where you need to be. For those targeting broader European or global markets, Arival 360 | Valencia offers the ideal platform to network with international leaders and innovators. 
Why attend both?

With limited opportunities for business development, learning, and networking in our industry, attending both events is a strategic move. By participating in both Edinburgh and Valencia, you maximize your exposure to diverse markets and influential contacts. 

However, if budget constraints or a specific regional focus dictate your decisions, choose the event that best aligns with your primary business goals. Join us in Edinburgh for regional insights or Valencia for global perspectives—or better yet, attend both to fully leverage the potential of Arival’s expansive network.

For service providers such as a restech or ticketing platform, distribution company, or other services including marketing, AI tools, etc., attending both gives you access to attendees from both markets to connect with your current customers and to meet new ones!

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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.

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