Digital standardisation unlocks scale for a historically complex travel segment
Dec 15, 2025
The multi-day online tour segment has grown rapidly over the past three years, generating £12.1 billion in revenue in 2024 and showing strong momentum into 2025. Long considered difficult to distribute digitally due to complex content and lack of standardisation, the segment is now becoming more accessible thanks to improved technology and connectivity. New B2B platforms, APIs, and digital marketplaces are closing the long-standing digital gap. This shift positions multi-day tours as a key growth opportunity for travel sellers, distributors, and technology providers willing to invest.
Key takeaways
- Rapid market growth: Multi-day online tours have become a significant and expanding revenue segment, with £12.1 billion recorded in 2024 and continued growth expected in 2025.
- Historic digital barriers: The segment has long struggled with digital distribution due to complex itineraries, inconsistent content formats, and limited standardisation compared to flights or hotels.
- Technology gap closing: Standardised APIs, aggregated content, and digital marketplaces are making multi-day tours easier to manage, distribute, and book online at scale.
- Global distribution readiness: Sellers can now distribute multi-day tours globally through single API integrations or marketplaces offering thousands of bookable products.
- Uneven adoption across the industry: Despite improved technology, many DMCs, tour operators, and large distributors have yet to fully adopt digital distribution models.
- Growing B2B momentum: Platforms like Adalte report rapid partner growth, signalling that supply-side readiness is increasing and enabling tour operators to act as digital consolidators.
- Opportunity for OTAs and wholesalers: Entry by major global distributors could accelerate adoption further, creating a self-reinforcing cycle of technology investment and market growth.
Source: Travolution
Enjoying this analysis? Hospitality.today delivers daily insights on hotel distribution, AI trends, and travel commerce — straight to your inbox. Subscribe for free at Hospitality.today →
