ChatGPT, Gemini, Perplexity and a host of other generative AI applications may be the most talked-about tools in travel, technology and just about any industry these days, but only a small percentage of operators report putting these applications to work.
According to Arival’s Global Operator Landscape: The State of Experiences (3rd Ed.), just 12% of tour, activity and attraction operators say they are using Gen AI actively in their operations. Another one in four say they are experimenting and testing. Most operators – more than half of small operators – are not doing anything with AI at all.
This represents a huge, missed opportunity for operators.
Among those operators currently using AI, the most common uses cited include generating product, marketing copy and content, blog posts and social media content. More larger operators are also deploying chatbots for customer service and using Gen AI to support internal operations.
Are You on the Fence with AI?
Getting on board with emerging technologies can always be a challenge, especially for operators who have a lot on their plate already.
But AI, when used well, can help lighten the load. That’s why we’ve put together the Arival Guide to AI in Experiences, an essential overview of AI and emerging applications specifically for operators and sellers of tours, activities, attractions and experiences. Arival Insider Pro Access members can also dig deeper with the AI in Experiences: Case Studies in Emerging Tech.
Even better, join us in person at Arival | Activate Edinburgh, where we’ll have several key sessions on AI, including a featured session from Holiday Extras’ Tom McGarry on why “AI is for Everybody,” and an “Intro to AI for Tours, Activities and Attractions” session led by Magpie Travel’s Christian Watts, an AI in practice workshop where operators will get to sit down hand-in-hand with travel industry experts and learn how to use these tools.
Join us at an upcoming Arival event to connect, learn, & grow your tours, activities, & attractions business
Learn More in the Latest State of Experiences Report
Arival’s Global Operator Landscape: The State of Experiences (3rd Ed.) report is based on a survey of more than 7,000 operators worldwide. The third edition of Arival’s Global Operator Landscape research series, this new report provides a comprehensive view of the state and structure of tour, activity and attraction marketplace, with key trends and benchmarks for operators of all categories and sizes.
The Global Operator Landscape: The State of Experiences (3rd Ed.) is supported by our Launch Partner GetYourGuide, strategic insights partners Catalan Tourist Board, Expian, Rezgo, TripWorks and Viator, and more than 40 fielding partners. See the full list and get your copy of the full report here.
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.
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Header photo: Unsplash / Kobu Agency (adapted)
