Two transformative trends are driving a renaissance in tours. The first is the influx of new tour companies, concepts, and experiences that are enticing travelers and redefining the very nature of “tour” in tourism. The second is the rapid growth in independent travel, furthered by the rise of low-cost airlines, online travel agencies, and do-it-yourself booking apps and mobile travel guides.
The in-destination industry has adapted to the demand from independent travelers who are adding day tours to their unpackaged itineraries with increasing frequency. From foodie tours and craft brewery experiences to tours by bike, e-bike, Segway or scooter, from tours that explore the classic sites in new ways or go deep into a particular topic with a truly expert guide and the Ph.D. to prove it, touring possibilities have exploded over the past decade.
New Research on the Future of Touring
In the midst of all this growth and innovation, the question of traveler satisfaction has become a key issue. While the tour industry now offers more options than ever before, it remains to be seen if the industry is actually meeting the needs of travelers, particularly in the area of experiential tours.
The Arival Guide to “The Future of Touring”, produced by Arival in partnership with Context Travel, takes a look at the state of tours and touring from the traveler’s point of view. The guide, based on a survey fielded to 1,000 U.S. travelers, examines the role of tours in travel, what travelers truly want from a tour, and where our industry stands in meeting those expectations.
