Global Operator Landscape (3rd Ed.): Operators & OTAs

Delve into experiences distribution and the state of OTAs, and get essential insights to help you grow your third-party bookings more profitably

by and | 7 April 2025

Online travel agencies (OTAs) have become a driving force in distribution for the travel experiences sector. They are the fastest growing channel, now accounting for a third of total industry sales, according to Arival’s latest research on The Global Operator Landscape (3rd Ed.). For many operators in key markets, the OTA share of bookings is much higher.

The rapid rise of this channel has brought many benefits to the tour, activity and attraction operators who work with them, but it has also not come without challenges and controversy. This report delves into the key trends in sales and distribution, highlighting the challenges and opportunities stemming from the rise of – and reliance on – OTAs. Through these insights, operators can better comprehend the current landscape and pinpoint strategies to enhance their operational efficiency and market reach.

Operators & OTAs is the latest report from Arival’s Global Operator Landscape (3rd Ed.) research series, based on qualified responses from 7,000 operators worldwide.

What’s in this report:

    1. Online vs. Off: Online Surges Ahead
    2. OTAs Surge amid Travel Rebound
    3. Diversifying Bookings for Attractions
    4. Channel Trends by Operator Segment
    5. Key Regional Trends
    6. OTAs: A Business Accelerant for Startup Operators
    7. Love `em & Hate `em: Operators’ Take on OTAs
    8. No OTAs: The Operators Who Don’t
    9. Connectivity: Improving, but Still Behind the Times
    10. Key Takeaways and Recommendations

 

This content is for Arival Insider Pro Access Members

Already a Member?

NEED TO REGISTER?

Become an Arival insider
Tags: online travel agencies, ota, working with OTAs, OTAs, Global Operator Landscape, Featured, tours and activities, travel industry research, online travel agency, tours and activities research, tourism industry research
promotional image to become a Arival insider pro access member

Trending

Check Out Our New Report
X
2025 U.S. & European Experiences Traveler Trends
The wants, drivers, behaviors & habits of the U.S. and European experiences traveler — Exclusive Insider Pro research session at Arival 360 | Valencia Authors: Anne Failing and Douglas Quinby
GET REPORTCombined Shape
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