Multi-day tours enter a new phase of growth as operators shift to smaller groups | News
According to The State of Multi-Day Tours, 2nd Edition, a new global research report from Arival, multi-day tour operators worldwide are entering a new phase of growth characterized by rising demand for small-group travel and the accelerated adoption of AI. The findings come as the industry prepares to meet at Arival 360 Valencia, the company’s premier global event for the experiences industry.
The report, based on a survey of 569 operators and nearly 50 executive interviews and conducted with major sponsors TourRadar, Kimkim and Lemax, shows that 78% of multi-day operators identify major shifts in tour products, distribution, the role of OTAs, the state of technology and AI use across the industry and more.
Small groups dominate as travelers look for customizable offerings
One of the clearest shifts concerns smaller group formulas, which are now offered by more than two-thirds of operators. Tours with 10 or fewer guests have become the most common format, reflecting travelers’ demand for more intimate, flexible experiences. Longer routes of 8-14 days remain the core of the market.
Technology adoption is increasing, but fragmentation is still a problem
The report shows that 63% of operators are now using or experimenting with AI, and more than six in 10 are using a third-party booking engine or custom platform. Yet the sector remains highly manual; half of all supplier bookings are still made via email, and many operators – especially in APAC, LATAM and MEA – still operate without any booking system.
“Multi-day trips are one of the most complex products in travel, and that complexity has hindered digital distribution,” said Douglas Quinby, CEO and co-founder of Arival. “But we’re seeing a real shift now. Operators are adopting better systems, experimenting with AI, and structuring their products for online sales. Meanwhile, dozens of innovative technology providers, marketplaces, and other platforms are creating more opportunities than they have left to address some of the industry’s toughest challenges. The companies that embrace this transition will be the ones that move forward over the next five years.”
The findings will take center stage at Arival 360 Valencia, April 27 to 29, where operators, OTAs, technology providers and distributors will come together to discuss the future of multi-day tours, distribution and the wider experiences sector. The event will include a special multi-day trail that will signal the growing dominance of this complex sector of experiences.
