Group of friends doing excursion around desert with convertible 4x4 car - Friendship, tour, youth, lifestyle and vacation concept - Focus on guys bodiesThe latest 2025 Tour Taker report by Arival reveals a powerful shift in how European and U.S. travellers engage with day tours – shorter durations, smaller groups, and flexible schedules. As modern travellers prioritize flexibility and exclusivity, operators are rethinking how tours are designed and delivered.
According to Arival’s study, 69% of travellers took tours lasting three hours or less in 2024. This rise in demand for shorter tours reflects a growing demand for convenience: travellers are seeking experiences that fit into their travel plans and schedules.
Interest in more intimate experiences is also surging. Half of all UK, US and European tour takers booked at least one private tour in 2024. In the US, 50% of travellers chose private formats, while Germany and France led Europe with 55% and 50% respectively. Tours with groups of six or fewer participants were the most popular format, selected by 50% of Americans and 43% of Europeans.
“Operators of tours and activities put their heart and soul into designing unique, amazing experiences, but there’s also a harsh tour marketing reality,” said Douglas Quinby, co-founder and CEO of Arival. “Travellers want experiences that fit into their plans, not the other way around. Yes, travellers demand personal, unique, authentic and exception, but when it comes to tour selection and booking – convenience and flexibility are paramount. The industry must evolve to meet this demand with smaller, more agile formats and frictionless booking.”
The report also delves into significant differences in tour preferences, spend and booking habits across travellers age as well as the U.S. and four key European markets. While younger travellers are driving demand for immersive, experiential tours, older travellers continue to drive demand for more traditional sightseeing formats. This signals a need for operators to expand offerings in more participatory, interactive experiences for the rising generation of travellers.
Meanwhile, booking behaviour continues to evolve. Although 72% of US travellers booked tours before arriving at their destination, the majority still book within a week of the experience. In fact, 70% of Americans and 61% of Europeans booked tours less than seven days in advance, underscoring the importance of real-time availability and mobile-first booking platforms.
The 2025 Tour Taker report presents essential insights on the U.S. and European travellers, their behaviour, habits, perceptions and intentions for day tours. Arival conducted an online survey of 800 qualifying U.S. active travellers and 1,600 qualifying European travellers (from France, Germany, Spain and the U.K.) in the fall of 2024 on their behaviour, preferences, attitudes and intent for travel experiences, including day tours, activities, attractions, and events.
