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Global Operator Landscape (4th Ed.): The Operator’s Marketing Playbook

Essential insights for experience operators to navigate - and win - amid the extraordinary shifts in search, social, distribution, direct marketing and AI

Authors: Anne Failing and Oliver Green
Edited by: Janelle Visser

Summary

Travel is booming in 2026, and demand for experiences is at record levels, but the rules of marketing have fundamentally changed — and most tour, activity and attraction operators haven’t kept up. 

Rising digital marketing costs, AI disruption in search and shifting traveler behavior are all compounding the pressure on operators. However, the operators winning right now aren’t necessarily the biggest. They’re the ones who’ve built their own marketing infrastructure, an email list, a direct booking engine, a repeatable content system and — increasingly — AI tools that do the heavy lifting. 

This report, based on data from Arival’s Global Operator Landscape (4th Ed.) study of 5,664 operators worldwide, breaks down exactly what that looks like, and is packed with practical guidance operators can apply today.

WHY READ THIS REPORT

  • Know where you stand: This report can help you understand where you fit within the wider market, and how you measure up vs. other operators. Are you keeping pace with your competitive set? Is your marketing as effective as it could be?
  • Understand the latest changes and what they mean for your business: From social media to AI search, the way travelers find things to do online has fundamentally changed. Learn what’s changing (and what isn’t), and how to adapt your strategy for the new landscape of search and discovery.
  • Learn what’s working and what’s not: From direct bookings to online travel agencies (OTAs), from paid search ads to travel agents, learn which channels are growing, what’s stalling and where to focus your energy.
  • Get access to the latest tools, tech and practical steps: This report doesn’t stop with the data: it’s packed with actionable steps on how to move your marketing strategy and techniques forward in 2026 and beyond.

WHAT’S IN THIS REPORT

  • The Marketing Reality Check
    • Where Operators Stand Today — Spend, Effectiveness, Gaps
  • The Shift in Search & Visibility
    • AI search, Google Things to Do and What it Means for You
  • Marketing Channels That Matter
    • What’s Growing, What’s Flat and Where to Focus
  • Distribution & the OTA Relationship
    • Balancing Direct Bookings with Marketplace Reach
  • Marketing Automation & Your Tech Stack
    • Email, CRM, Retargeting — The Tools Operators Need
  • AI for Operators: Practical Applications
    • From Content Creation to Vibe Coding your Own Tools
  • Your Action Plan
    • Concrete Next Steps by Operator Size and Type

READ THE REPORT

The Arival Global Operator Landscape report would not be possible without the support from its many partners:

Launch Partner

Strategic Insights Partner

 

Fielding Partners

The Global Operator Landscape (4th Ed.) Research Series

Arival’s annual survey of the global operator industry is the most comprehensive and in-depth study on travel’s third-largest sector: experiences. Based on a survey of more than 5,000 operators worldwide, the fourth edition of Arival’s Global Operator Landscape research study informs a series of reports on different sub-segments and geographic regions within the tours, activities and attractions sector.
 

ACCESS THIS REPORT

Arival’s Global Operator Landscape (4th Ed.): The Operator’s Marketing Playbook is available exclusively 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.

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