Multi-day tour operators are experiencing a significant transformation as they adapt to the growing demand for smaller group travel and the integration of artificial intelligence (AI), according to a new report by Arival. The State of Multi-Day Tours, 2nd Edition, reveals that more than two-thirds of operators now offer tours for 10 or fewer guests, catering to travellers seeking personalised and flexible experiences.

The report, which surveyed 569 operators and conducted nearly 50 executive interviews, highlights the sector's readiness for digital transformation. Despite this, the industry remains fragmented, with 50% of supplier bookings still processed manually via email. However, 63% of operators are now using or experimenting with AI, and over 60% utilise third-party booking systems or custom platforms.

Douglas Quinby, CEO and co-founder of Arival, noted, “Multi-day tours are one of the most complex products in travel, and that complexity has held back digital distribution. But we’re now seeing a real shift. Operators are adopting better systems, experimenting with AI, and structuring their products for online sales.”

The findings will be a focal point at the upcoming Arival 360 Valencia event from 27 to 29 April, where industry stakeholders will discuss the future of multi-day tours and the broader experiences sector. The event will feature a dedicated track for multi-day tours, underscoring the sector's growing importance.

As the industry evolves, companies that embrace these changes are expected to lead the market over the next five years, leveraging technology to overcome existing challenges and meet the demands of modern travellers

This story was selected and published by a human editor, with content adapted from original press material using AI tools. Spot an error? Report it here.