OTAs are now the key booking channel reshaping the Australian and New Zealand experience sector | News
Arival has released the second edition of its State of Experiences in Australia and New Zealand report, revealing a major shift in the way travelers book tours, activities and attractions. Online travel agencies have become the largest distribution channel in the region, overtaking operator websites and offline direct bookings. This marks a major turning point for the industry as digital distribution continues to change the way operators reach travelers.
The findings reflect the importance of experiences to Australian tourism, as the Australian Tourism Exchange 2026 concludes this week. Also at Arival 360 | the digitalization of experiences will be a central topic in Brisbane from June 22 to 24.
While digital adoption has been increasing for years, the new research shows a clear acceleration. Online channels now account for the majority of bookings across the region, with OTAs taking the top spot. While the exact mix varies by operator type and market, the trend is consistent across Australia and New Zealand and reflects broader shifts in traveler behavior.
“Experiences remain the most dynamic part of travel, but operators across Australia and New Zealand are navigating a more challenging environment,” said Bruce Rosard, co-founder of Arival. “OTAs taking the number one position in distribution is one of the most important developments we’ve seen. It’s impacting margins, marketing and the way operators think about their long-term channel strategy.”
The report shows that operator profitability improved in 2025, with seven in 10 operators reporting a profitable year, a significant increase from 2024. However, less than half of operators saw booking growth and one in five experienced a decline, indicating a more challenging demand environment across the region.
The research also points to the fragmented structure of the sector. One in three tour and activity providers serve fewer than 10,000 guests per year, while attractions are much more concentrated, with one in three serving more than 50,000 guests annually. These long-tail dynamics continue to shape the way operators approach distribution, pricing and technology.
Technology adoption remains uneven. Operators use an average of five systems, many of which are not integrated. Nearly half of operators list automation as their top technology priority for 2026, followed by system integration. AI adoption is increasing rapidly, with nearly three in four operators researching, experimenting with, or using AI, although only one in three reporting meaningful results.
“As ATE brings together global buyers and suppliers this week, the findings underscore the need for operators to strengthen digital capabilities, diversify distribution and prepare for increased competition,” Rosard said. “This is exactly why Arival 360 Brisbane is happening now. The industry needs a place to come together, share solutions and chart a path forward.”
The State of Experiences in Australia and New Zealand is based on two waves of operator research conducted by Arival in 2024 and 2025, with responses from more than 500 tour, activity and attraction operators in the region. The report provides a detailed analysis of performance, distribution, technology adoption and operator priorities for 2026.
