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Sales & Distribution – Trends & Outlook (2020)

Statistics, Benchmarks and Strategies for Creators and Sellers of Tours, Activities, Attractions and Experiences

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Summary

From ticket counters and phone calls to websites, hotel concierges, cruise ships, and online travel agencies (OTAs), operators of tours, activities, and attractions have many sales channels to reach travelers and take bookings. These distribution channels have undergone profound change over the past decade. The COVID-19 pandemic and its impact on travel are causing only further disruption in the distribution landscape. Arival’s Sales & Distribution Trends & Outlook 2020 report explores the key trends shaping sales and distribution for travel’s third-largest sector: tours, activities, attractions, events, and experiences.

 

Arival’s Sales & Distribution Report 2020 provides the following:

  1. An overview of the major distribution channels and how they trended from 2018 to 2019.
  2. An assessment of the impact of the pandemic on distribution and likely impacts as travel recovers.
  3. Key benchmarks on distribution channel share for operators by size and region, with segmentation for tour and activity operators and attractions.
  4. An overview of the OTA landscape, with a review of key OTA developments in 2020
  5. Strategies for working with OTAs, including benchmarks to measure your OTA sales against other operators

Table of Contents

    • Why So Much Is Still Offline
    • Online Penetration by Region
    • Online Still Small, but the Fastest Growing
    • Distribution in a Pandemic
    • What This Means: Your TakeawaysDistribution Overview
  1. If OTA Share Is So Small, Why Are They Such a Big Deal?
  2. Distribution Benchmarks for Operators
    • Average Sales by Channel for Tours, Attractions
    • Mobile Sales
    • Average Sales by Region, All Operators
    • OTA Sales by Operator Age & Size
    • Benchmarks: What This Means for Operators
  3. Strategies for Working with OTAs
    • Why Operators Work with OTAs: It’s All about the Bookings
    • Limited Exposure
    • Why Operators Don’t Work with OTAs: Commission
    • Not All OTAs Are Created Equal
    • Key Takeaways and OTAs Post-COVID
  4. Key Distribution Trends and Developments in 2020
    1. No more marketplace: OTAs are focusing on fewer, better products
    2. The rise of multi-channel distribution
      on management
    3. Booking.com pulls out, then steps back in with Musement
    4. Groupon’s shift to experiences
    5. Airbnb’s pending IPO and its role in Experiences
    6. Google’s roll-up of its tours and activities assets into Google Travel signals the search engine is getting serious
    7. Virtual Experiences May Be A Business – For A Select Few
  5. Methodology
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