A new report from Arival, the in-destination experiences industry community, has revealed a pressing need for increased technology adoption among tour, activity, and attraction operators.
Despite the significant growth of online channels, many operators still lack modern booking systems, potentially hindering their efficiency and ability to compete in an increasingly digital marketplace.
The Global Operator Landscape: The State of Experiences, 3rd Edition report is Arival’s largest ever study, surveying more than 7,000 operators.
It highlighted that almost two in five operators globally still do not have a reservation system.
This is even though online travel agencies (OTAs) now account for nearly one in three bookings for tour and activity operators.
“The lack of technology adoption among many operators is a concern,” said Douglas Quinby, CEO and co-founder of Arival.
“In today’s digital world, it is essential for operators to have a modern booking system in place to streamline their operations, improve the customer experience, and remain competitive.”
There are many benefits to adopting digital tools, including improved efficiency, enhanced customer experience, increased revenue.
However, the report also identified several challenges that operators face in adopting new technologies, which are acting as the main barriers. This includes cost, complexity and lack of awareness.
“The experiences industry is at a critical juncture,” Quinby added.
“Operators who embrace technology will be well-positioned for success in the years to come; those that don’t, risk being left behind.
“As a leading authority for the experiences industry, Arival is here to help operators overcome some of these barriers and adopt the latest technology.”
