The report, based on a survey of 569 operators and nearly 50 executive interviews, and supported by TourRadar, kimkim and Lemax, outlines key trends across tour product development, distribution, the role of online travel agencies and the integration of technology and artificial intelligence.
One of the most significant shifts identified is the growing dominance of small-group travel. More than two-thirds of operators now offer tours for groups of 10 or fewer participants, reflecting demand for more personalised and flexible travel experiences. At the same time, itineraries lasting between eight and 14 days continue to represent the core of the market.
The research also highlights increasing adoption of digital tools. Approximately 63% of operators are now using or experimenting with artificial intelligence, while more than six in ten rely on third-party booking systems or custom-built platforms. Despite this progress, the sector remains fragmented, with half of all supplier bookings still conducted via email and many operators, particularly in APAC, LATAM and MEA, operating without a booking system.
Douglas Quinby, CEO and co-founder of Arival, stated: “Multi-day tours are one of the most complex products in travel, and that complexity has held back digital distribution. But we’re now seeing a real shift. Operators are adopting better systems, experimenting with AI, and structuring their products for online sales. Meanwhile, many dozens of innovative technology providers, marketplaces and other platforms are creating more opportunity than over to tackle some of this sector’s toughest challenges. The companies that embrace this transition will be the ones that pull ahead over the next five years.”
The findings will be a central focus at Arival 360 Valencia, scheduled to take place from April 27 to 29, where operators, online travel agencies, technology providers and distributors are expected to examine the future of multi-day tours and the wider experiences sector. The event will include a dedicated track for multi-day tours, reflecting the growing importance of this segment within the industry.
Tags: Douglas Quinby, Arival
