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Global Operator Landscape (3rd Ed.): The State of Booking Tech

Delve into booking system use among tour, activity and attraction operators: tech adoption, challenges, priorities and key recommendations for operators seeking to better their tech

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

Coming Soon: August 2025


Summary

Booking systems have become essential tools for streamlining operations, managing capacity, connecting with customers and driving revenue. Yet, despite growing adoption globally, many operators, particularly smaller or newer businesses, are still navigating the complex world of booking technology. So what is the state of booking tech in 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 the state of operator adoption and usage of, satisfaction with, and priorities for booking systems and technology. With key tech adoption statistics across operator segments and regions, this essential report: 
  • Provides valuable benchmarks for operators to measure their own business against the industry.
  • Identifies key challenges and opportunities for operators to improve upon their technology strategy.
  • Provides actionable insights and recommendations to help operators meet the needs of their customers for a streamlined online booking process.
  • Offers valuable insights for booking system platforms and other technology providers to continually develop and improve upon their products to best serve operators and increase their market share.

WHY READ THIS REPORT

  • Operators: Understand current industry standards for technology adoption and satisfaction, benchmark your own business against the industry, and see where there may be opportunities for you to improve technology strategy. 
  • Software / tech providers: Use this report to gain a greater understanding of the current state of tech and connectivity for tour, activity and attraction operators, and where there is opportunity to better serve operator needs and increase your market share.

WHAT’S IN THIS REPORT

  1. The State of Booking System Adoption
    • Global Operator Booking System Use 
    • Operator Booking System Use by Region
    • Smaller Operators Lag Behind in Tech Adoption
  2. Booking System Satisfaction Among Operators
  3. Booking System Selection Priorities
    • Reservation System Selection Factors
    • One Size Doesn’t Fit All
  4. 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.): The State of Booking Tech report will be avalable 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 Tour Taker
Inside the mind of U.S. and European tour takers: who they are, what they want, and what operators need to know in 2025 Authors: Anne Failing and Douglas QuinbyEdited by: Janelle Visser
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