The global experiences industry is witnessing a significant shift as online travel agency (OTA) bookings have surged to 37% of all tour and activity bookings, according to Arival's latest Global Operator Landscape report. This marks an increase from 33% in 2024, highlighting a trend towards digital disruption. Whilst direct bookings via operator websites have decreased from 29% in 2024 to 25% in 2025, as operators face rising digital marketing costs and AI-driven changes in search.
The report, based on over 5,000 operator responses, indicates that the industry has not only recovered from the pandemic but has surpassed 2019 performance levels. However, regional growth remains uneven. Asia Pacific is leading with rapid growth following its delayed reopening, whilst Europe maintains strong demand. In contrast, the US faces uncertainty due to a decline in inbound tourism in 2025.
AI adoption is accelerating, with 50% of operators now using or testing AI tools, up from one third in 2024. Enterprise operators are at the forefront, with 68% employing AI for content creation, internal operations, and customer-facing applications like chatbots.
Douglas Quinby, Co-Founder and CEO of Arival, stated, “Operators have largely recovered, but they’re entering a far more competitive landscape — defined by higher marketing costs, AI-driven disruption, and the growing influence of OTAs.”
The report underscores the need for operators to invest in systems, diversify distribution, and create differentiated products to thrive in this evolving market. As the industry moves from recovery to expansion, innovative operators are poised to shape its future
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.
