Distribution is changing. Tech and connectivity are creating new opportunities for tours and experiences. At Arival Valencia 2026, we heard the same message repeatedly:
- Put the customer experience first.
- Build a clear pricing strategy.
- Travellers want shorter trips and better value.
- OTAs bring customers, but direct channels are also crucial.
- AI is changing how people discover experiences.
- The industry needs clear standards and collaboration.
Smart operators focus on all of these together: smart pricing, the right technology, and experiences that justify the cost.
Key shifts in the market:
- Experiences are the main product, not add-ons.
- Value is moving from single tickets to bundled packages.
- Discovery methods are changing fast.
- Unique experiences are harder to find – and more valuable.
AI is reshaping the industry
AI is now essential. It changes how people find experiences, how you personalise offers, and how you run operations. Oliver Green explains why he’s more confident about AI in tours and activities than ever before: “Why I’m More Bullish Than Ever on AI in Tours & Activities”
What travellers want now
Travellers are booking trips closer to their travel date. They want shorter trips with real meaning, not just visiting many places. They also want better value – tours and activities under $100 are growing fastest. Food tours, cooking classes, and outdoor activities are popular. The message is clear: focus on value, not just high prices.
The hidden revenue in your existing bookings
Bókun’s own, Sam Jefferies, shared five tactics to help operators earn more from each booking. Most teams focus on finding new customers. But the real opportunity is with customers you already have.
The five tactics:
- Never sell one ticket type
- Upsell your tours
- Add ancillary revenue
- Sell the destination, not just one experience
- Capture lost bookings
Each tactic builds on the last. Start with add-ons in busy seasons. Add abandoned cart recovery in shoulder seasons. Build destination packages and automation in slow seasons. Result: every season is more profitable without spending more on getting new customers.
Download the full deck and action plan here to see each tactic explained with real examples, steps to follow, and best timing.
OTAs and direct channels: a winning combination
OTAs are powerful for reach – they connect you with millions of travellers actively searching for experiences. Direct channels are powerful for margin and customer relationships. Operators across Europe and the US are finding success by excelling at both. The key is having the right technology and partnerships that make this seamless. When OTAs, direct channels, and your own operations work together smoothly, you win on reach, margin, and guest experience all at once.
Why we value these events
Events like Arival let us step back and understand what’s really happening in the experiences industry. Speaking with operators, partners, and experts shows us your real challenges and opportunities. This shapes everything we build and share. Arival reminded us why this work matters.
The future is smarter, not bigger
The operators who win use technology, smart pricing, and AI to deliver better experiences – not more confusion.