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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 Anne Failing & Meredith Rangel
Edited by Douglas Quinby & Janelle Visser

Coming Soon: April 2025


Summary

Online travel agencies (OTAs) have been the fastest growing distribution channel for tours, activities and attractions. This report, part of the Global Operator Landscape (3rd Ed.) research series and based on qualified responses from 7,000 operators worldwide, explores key trends in how operators manage their distribution channels. With key distribution statistics across operator segments and regions, this essential report:
  • Provides valuable benchmarks for operators to measure their performance with resellers,
  • Identifies key challenges and opportunities that share the current OTA-operator relationship,
  • Provides actionable insights and recommendations to help operators, OTAs and other invested experiences industry professionals develop successful strategies to work with distribution partners and grow their business.

WHY READ THIS REPORT

Gain unparalleled insight into the state of OTAs in the travel experiences sector, their impact on the marketplace, and opportunities for operators and all resellers.  

For tour, activity and attraction operators: 

  • Learn key trends in distribution
  • Get insights on the dynamics of working with OTAs
  • Get key metrics to benchmark your distribution mix and business performance
  • Identify strategies for improving your distribution to get more bookings

For OTAs, resellers, technology providers:

  • Track key trends across the operator landscape
  • Identify key opportunities to serve and partner with tour, activity and attraction operators 

WHAT’S IN THIS REPORT

  1. Online vs. Off: Online Surges Ahead 
  2. OTAs Surge Amid Travel Rebound
  3. Digital Swing 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 & Recommendations

The Arival Global Operator Landscape (3rd Ed.) report would not be possible without the support from its many partners

Launch Partner

 

Strategic Insights Partners

 

Fielding Partners

Find the full list of publications in this research series here:

ACCESS THIS REPORT

Arival’s Global Operator Landscape (3rd Ed.): Operators & OTAs report is available at no cost to Insider Pro Access members. To access it simply sign up for a Pro Access account, or ensure you’re logged in.

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.

Check Out Our New Report
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The 2025 U.S. Experiences Traveler Outlook
Key trends, behaviors, sentiment and trip intentions for the U.S. experiences traveler: an exclusive report for Arival Insider Pro Access members Authors: Anne Failing and Douglas Quinby Edited by: Janelle Visser
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