Today’s Tour Taker: The Rise of Small Groups

Smaller, longer tours are on the menu, according to new research from Arival

Reading Time: 1 minute 55 seconds

by | 30 September 2021

Brought to you by Go City

Operator takeaways

  • The pandemic has accelerated the trend toward smaller groups
  • Two in five U.S. tour takers intend to take a tour of 6 or fewer guests
  • Operators should lean into small groups and private experiences

The trend towards small group and private tours has accelerated through the pandemic with 39% of American tour takers saying that they plan to take a tour with no more than three people. This is up from 27% in 2019, according to Today’s Tour Taker, a new report from Arival produced in association with Go City.

Only 15% of tour takers surveyed said that they planned to take a large group tour of 10 or more. In 2019, this was 25%.

Today’s Tour Taker: The Rise of Small Groups Arival Ben Finch

Arival surveyed 1,000 U.S. “active travelers” on their travel intentions for the next 12 months. Active travelers are adults (18+) who have taken at least one trip 100 miles from home with an overnight stay since January 2019. They have engaged in a qualified tour, activity or attraction. They have also planned or intend to travel between September 2021 and June 2022. 

Arival fielded in the summer of 2021.

Health, Safety & Desire for a Deeper Experience

Concerns over health and safety are one factor behind the shift in smaller groups, but so is a clear interest to have a deeper, more meaningful experience. U.S. tour takers are taking more longer tours, and they are willing to spend more. 

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Operators, especially those who typically offer tours with larger group sizes, should rethink how their tours are structured to ensure they are able to cater towards the desire for small group travel. This includes assessing costs and pricing so that all tours are profitable. Tour spend is up significantly versus 2019, indicating that travelers are willing to spend for the right experience.

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Today’s Tour Taker is available to Arival Pro Access Insiders, or available for purchase for $99. Arival Insiders log in now to download your copy. 

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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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