The study, based on a survey of 569 operators and nearly 50 executive interviews, indicates that while 70% of operators have growth ambitions, approximately one-third are operating in maintenance mode or prioritising a lifestyle approach focused on stability and experience quality rather than expansion.
This divergence is influencing operational models, technology adoption and commercial strategies across the sector.
More than six in ten operators now use a third-party booking system or a custom platform, and 63% are actively using or testing artificial intelligence tools. However, 21% of operators continue to operate without any booking system, and around half of supplier bookings are still managed manually via email.
The split is also reflected in profitability and product strategy. Operators offering a limited number of tour types are more likely to report margins above 10%, while larger and more diversified businesses benefit from scale and more structured commercial operations.
Bruce Rosard, Chief Commercial Officer and co-founder of Arival, said: “The sector is beginning to separate. Systemized operators are pulling ahead with better tech, connectivity, and distribution reach, while many smaller businesses continue to rely on manual processes. The companies that invest in systems, structure their products, and embrace new tools – including AI – will be the ones that win the next phase of growth, which shows that even the smallest of operators should be taking steps today to modernize their systems.”
Regional disparities further highlight the divide. Operators in the United States and Europe demonstrate higher adoption of booking technology, while approximately one in four operators in Asia-Pacific, Latin America, and the Middle East and Africa regions continue to operate without such systems.
The findings will be discussed at upcoming Arival 360 events, including Arival 360 Valencia, scheduled for April 27–29, and Arival 360 Brisbane, taking place June 22–24. These events will bring together operators, online travel agencies, technology providers and distributors to examine the future of multi-day tours, digital distribution and the wider experiences sector.
A dedicated programme track will focus on multi-day tours, addressing how operators can adapt their operations, close technology gaps and prepare for more scalable and connected business models.
Tags: Bruce Rosard, Arival
