Tours, Activities &

Attractions:
What Matters for 2019
and Beyond DOUGLAS QUINBY
CEO & CO-Founder
Peek Growvember Arival
Nov. 27, 2019

#arivaltravel
 Four-Wheel Drive (4WD) Tours & Excursions Dolphin & Whale Watching Parasailing & Paragliding Adrenaline & Extreme
Tours Duck Tours Photography Tours Air Tours Eco Tours Private Tours Ancient Ruins Factory Tours Rail Tours Antique
Stores Fashion Shows & Tours River Rafting & Tubing Aquariums Fishing Charters & Tours Room Escape Games
Archaeology Tours Food Tours Running Tours Art & Music Tours Gear Rentals Safaris Art Galleries Ghost &
Vampire ToursScavenger Hunts Art Museums Ghost Towns Scenic Railroads ATV & Off-Road Tours Golf Courses
Science Museums Auto Race Tracks Gondola Cruises Scooter & Moped Tours Ballets Helicopter Tours Scuba &
Snorkeling Balloon Rides Hiking & Camping ToursSegway Tours Battlefields Historic Sites Self-Guided Tours &
Rentals Beer Tastings & Tours Historical & Heritage Tours Shark Diving Bike Tours History Museums Shooting
Ranges Boat Rentals Hop-On Hop-Off Tours Shopping Tours Boat Tours & Water Sports Horse-Drawn Carriage
Tours Sightseeing Tours Bus Tours Horseback Riding Tours Ski & Snow Tours Bus Transportation Hot Springs &
Geysers Skydiving Canyoning & Rappelling Tours Kayaking & Canoeing Specialty Museums Castles Lessons &
Workshops Speed Boats Tours Caverns & Caves Lighthouses Stand-Up Paddleboarding Children's Museums
Marinas Surfing City Tours Military Museums Swim with Dolphins Classes & Workshops Monuments & Statues
Theme Parks Climbing Tours Motorcycle Tours Tours Club & Pub Tours Movie & TV Tours Walking Tours Coffee & Tea
Tours Multi-day Tours Water & Amusement Parks Concerts & Shows Museums Water Parks Cooking
Classes National Parks Waterskiing & Jetskiing Cultural Tours Natural History Museums Windsurfing & Kitesurfing
Cycling tours Nature & Wildlife Tours Wine Tours & Tastings Dams Night Tours Wineries & Vineyards Day Trips
Observation Decks & Towers Zipline & Aerial Adventure Parks Dinner Theaters Observatories & Planetariums
Zoos Distillery Tours Off-Road & ATV Trails

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 The In-Destination Industry
1. Tours
2. Activities
3. Attractions
4. Events

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 Other*
Rail

Travel’s Third- Activities

Airlines

Largest Sector
Hotels

Note: *Other includes car rental and cruise and package tour operators in select markets.
Source: Phocuswright’s Tours & Activities Come of Age: Global Travel Activities Marketplace 2014-2020

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 It’s the fastest
growing

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 And lots of
change

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4000 travelers
• U.S.
• U.K.
• France
• Germany

www.arival.travel

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 1. Why big matters

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 U.S. U.K.
97% 97%

France Germany
98% 97%
Leisure traveler: took a trip within the past year at least 100 miles from
home that included an overnight stay

Arival’s 2018 State of In-Destination: 4,000 U.S., U.K., French & German travelers, August 2018
Everyone Does a Lot of It
 Average Number of
Activities per Trip:

7
Arival’s 2018 State of In-Destination: 4,000 U.S., U.K., French & German travelers, August 2018
 Total
Activities Attractions Tours Events
Activities

6.7 2.9 2 1.1 0.7

Arival’s 2018 State of In-Destination: 4,000 U.S., U.K., French & German travelers, August 2018
 So What?

Those other activities may be

your competition, and your
marketing partners

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 1. Why big matters
2. Your customers are changing

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Which of the following types of activities have you experienced on a trip in the last year?
Arival’s 2018 State of In-Destination: 4,000 U.S., U.K., French & German travelers, August 2018
 Younger Travelers Seek Something Else
Amusement, adventure
or water park

Food or drink tour,

tasting, or class
18-34
Organized outdoor
excursion 35-54

Sporting activity that 55+

you participated in

Thematic tour*

* Thematic tour: a tour with a specific theme, such as a ghost tour, TV show themed tour, art or photography tour, etc.).
Arival’s 2018 State of In-Destination: Activity travelers: US – 993, UK – 1,001, FR – 1,000, DE – 1,000; August 2018
 It’s All Kinda Equally Important
80%
18-34 35-54 55+
60%

40%

20%

0%
Seeing Cultural Going off the Connecting
the sites enrichment beaten path with locals

Arival’s 2018 State of In-Destination: 4,000 U.S., U.K., French & German travelers, August 2018; Icons by Flaticon.com
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 So
What?

Make
room
for
both
 1. Why big matters
2. Your customers are changing
3. Digital is (almost everything)

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 Online Share:
Activities vs. All Leisure Travel
100%

50%

0%
All Travel Tours, Activities

Source: Phocuswright’s U.S. Online Travel Overview Sixteenth Edition

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 Retail Net
Sales:
– 4-7%

Foot Traffic:
– 5-9%

Source: RetailNext & Labelscar (image)

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 Online Sales:
+ 23%

Mobile:
30%

Source: Adobe Analytics & TheDrum (image)

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 Computer

Mobile phone

Friends/family in person

Guidebooks Where’s that

Friends/family via social media museum?
Driving or walking by

Concierge

Travel agent

Newspapers or magazines

Included in a multi-attraction pass

How did you book your attraction/activity/tour/events?

Arival's 2018 State of In-Destination: Activity travelers: US – 1,000, August 2018
 Shopping Device for Attractions
U.S. Travelers Only

75%

50%
Desktop

25% Mobile

0%
18-24 25-34 35-44 45-54 55-64 65+

Arival's 2018 State of In-Destination: Activity travelers: US – 1,000, UK – 1,001, FR – 1,000, DE – 1,000; August 2018
 So What?
Digital priorities
• Website (mobile first)
• Marketing (and measurement)
• Distribution
• Video
• And on and on…

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 1. Why big matters
2. Your customers are changing
3. Digital is (almost everything)
4. There’s more to life than
TripAdvisor (and online)

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 Online is still a Destination

minority of sales Concierges

OTAs pass

Tours & Attractions Supplier

Distribution Pie by websites

Channel, 2017 Direct

Travel offline
agencies/tour
operators

Source: Phocuswright’s Tours & Activities Come of Age: Global Travel Activities Marketplace 2014-2020
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 So What?

Don’t ignore important

offline channel opportunities
and upsells!

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 1. Why big matters
2. Your customers are changing
3. Digital is (almost everything)
4. There’s more to life than
TripAdvisor (and online)
5. Advance booking

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 Attractions Booking and Planning Windows
Book Research
50%

25%

0%
On trip / 1-2 days 3-7 days in 1-4 weeks in 1-2 months in 3 or more
in advance advance advance advance months in
advance

Arival's 2018 State of In-Destination: Activity travelers: US – 1,000, UK – 1,001, FR – 1,000, DE – 1,000; August 2018
 So What?

Know when and where your

customers are planning –
and booking

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 1. Why big matters
2. Your customers are changing
3. Digital is (almost everything)
4. There’s more to life than
TripAdvisor (and online)
5. Advance booking
6. Mind the gap

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 Total Activities:
750K

Bookable:
120K

Source: tRIPaDVISOR & Travel Daily Media (image)

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 There’s a big gap –
and that’s great!

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 More than $600M Raised Since 2017

$300M $75M $17M

$12M $26M
$60M

$10M $33M $6M

$8M $5M
$6M
$4M N/A

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 Experiences,
dining at the top

Source: Airbnb
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 So What?

There will be lots of industry

changes in 2019 that will
affect your business.
Stay attuned!

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 The In-Destination
Industry

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 The Best Part
of Travel

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 Available at

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 Q&A
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