The latest 2025 Tour Taker report by Arival has revealed a powerful shift in how European and U.S. travellers engage with day tours – shorter durations, smaller groups, and flexible schedules.
According to Arival’s study, 69% of travellers took tours lasting three hours or less in 2024.
This rise in demand for shorter tours reflects a growing demand for convenience: travellers are seeking experiences that fit into their travel plans and schedules.
Interest in more intimate experiences is also surging. Half of all UK, European and US tour takers booked at least one private tour in 2024. Germany and France led Europe with 55% and 50% respectively.
While tours with groups of six or fewer participants were the most popular format, selected by 43% of Europeans.
“Operators of tours and activities put their heart and soul into designing unique, amazing experiences, but there’s also a harsh tour marketing reality,”said Douglas Quinby, co-founder and CEO of Arival.
“Travellers want experiences that fit into their plans, not the other way around. Yes, travellers demand personal, unique, authentic and exception, but when it comes to tour selection and booking – convenience and flexibility are paramount.
“The industry must evolve to meet this demand with smaller, more agile formats and frictionless booking,” he added.
The report also delved into significant differences in tour preferences, spend and booking habits across traveller age as well as the U.S. and four key European markets.
While younger travellers are driving demand for immersive, experiential tours, older travellers continue to drive demand for more traditional sightseeing formats.
This signals a need for operators to expand offerings in more participatory, interactive experiences for the rising generation of travellers.
Meanwhile, booking behavior continues to evolve. 61% of Europeans booked tours less than seven days in advance, underscoring the importance of real-time availability and mobile-first booking platforms.
