TTA survey launched by Arival

Experiences – tours, activities, attractions, and all of the things travellers do in-destination – have been at the heart of one of the hottest, fastest-growing sectors of the travel sector.

Arival has conducted a highly expansive global study over 2019 and 2020, surveying nearly 7,000 tour, activity and attraction operators around the world. This study lays out the major trends driving experiences, and presents the opportunities for the broader travel and tourism industry.

The study, launched this month, will provide detailed market sizing and forecasts, and present insights on online distribution, technology and marketing, new product trends and more. Arival co-founder & CEO Douglas Quinby says there are many changes driving the industry forward. Firstly, more and more operators are adopting technology to sell online and run more efficiently, and it has never been easier to step in and access more supply through technology.

“Many thousands of entrepreneurs around the world are entering this sector, creating new businesses and new travel experiences”, says Quinby. “More and more travellers are seeking these experiences last minute and in-destination, often on their phone. Furthermore, online travel agencies have raised a lot of money and are changing how travellers find and book activities.”

According to the Arival CEO, travel brands – especially hotels, destinations, and travel sellers (agencies, tour packagers, etc.)  –need to understand their customers and destinations, and identify the right experience products to provide (and that’s not easy, with hundreds of experience categories out there). They also need to make this product online and mobile bookable at the last minute.


Photo: Douglas Quinby, Co-founder & CEO, Arival