The multi-day tour industry is splitting between growth-oriented operators and manual ‘lifestyle’ companies | News
The global multi-day tour industry is entering a new era defined by a widening divide between growth-oriented operators investing in technology and a host of small, manual or lifestyle companies, according to The State of Multi-Day Tours, 2nd Edition, a new research report from Arival, conducted in partnership with TourRadar, kimkim and Lemax.
The research, based on a survey of 569 operators and almost 50 interviews with managers, shows that while 70% of operators have growth ambitions, around one in three are in maintenance mode or operating with a lifestyle mentality, prioritizing stability and quality of experience over scale. This gap shapes everything from technology adoption to distribution strategy and profitability.
A sector that splits in two
Arival’s research shows that more than six in ten operators now use a third-party booking system or custom platform, and 63% are actively using or experimenting with AI. Yet 21% of operators still operate without any booking system, and half of all supplier bookings are still handled manually via email.
This operational split is reflected in the commercial strategy. Operators offering only one or two tour types are much more likely to report margins in excess of 10%, while larger, diversified operators benefit from scale and more mature commercial operations.
“The industry is starting to separate,” says Bruce Rosard, CCO and co-founder of Arival. “Systemized operators are moving forward with better technology, connectivity and distribution reach, while many smaller companies 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 to win the next phase of growth, demonstrating that even the smallest operators today should take steps to modernize their systems.”
Regional differences widen the gap
The gap is particularly large between regions. Operators in the US and Europe are much more likely to use booking technology, while a significantly larger share of operators in APAC, LATAM and MEA – around one in four – have no system at all.
These findings will be the focus of Arival 360 Valencia, taking place from April 27 to 29, and Arival 360 Brisbane, taking place from June 22 to 24. The events will bring together operators, OTAs, technology providers and distributors to explore the future of multi-day tours, digital distribution and the wider experiences sector. There will also be a special multi-day track exploring how operators can bridge the operational gap and prepare for a more connected, scalable future.
