Global leaders in the experiences sector convened in Valencia for the opening day of Arival 360 Valencia 2026, a premier conference for tours, activities, and attractions. The event, attended by thousands from over 70 countries, highlighted the transformative impact of AI, social media, and evolving traveller expectations on the industry.
Key discussions focused on the decline of traditional search engines, with AI and social platforms like YouTube becoming crucial for customer acquisition. Bruce Rosard and Lori Timony emphasised the need for operators to diversify across video and AI-powered platforms to remain visible.
Kristin Dorsett from Viator revealed that despite inflation, travel intent remains robust, particularly for experiences under $100. Viator's focus on fresh reviews and high-quality content is reshaping how experiences are ranked and discovered.
Multi-day tours emerged as a significant growth area, with average order values exceeding $3,000. Industry experts, including Natasha Lawrence and Josh Carr, noted the importance of storytelling and sophisticated pricing to capture this market.
Pernod Ricard showcased its success in spirits tourism, transforming brand homes into cultural destinations. Laura Sileo highlighted how these sites blend gastronomy and heritage to attract 1.5 million visitors annually.
Despite the rise of direct bookings, Peter Muttitt stressed that Online Travel Agencies (OTAs) remain vital for reaching new customers. Success on OTAs requires compelling imagery and concise, mobile-friendly descriptions.
The day concluded with OCTO unveiling its open API standard, which is rapidly becoming essential for the industry. With over 89 members, OCTO is streamlining integration processes, promising faster market entry and reduced resource expenditure
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