Running tours and activities is different from other parts of travel. It's personal. It's about sharing what you love with travelers.
And right now, more people than ever want to book experiences when they travel – making this the perfect time to understand what drives success in our industry.
In their latest report in partnership with GetYourGuide, Arival looked at 7,000 tour operators worldwide to understand why some are more successful than others. The findings tell an interesting story about what works in today's market.
This business starts with passion. But you need profits to keep that passion going.
The current state
The good news is that most tour operators (two-thirds) are making money. Some are doing really well. This shows there's a real opportunity in the experiences sector.
But here's something that needs attention: many operators don't know exactly how profitable they are. That makes it hard to make good business decisions or know where to invest time and money.
What successful operators do differently
The report uncovered three main things that set successful operators apart.
Want to learn more about these findings? Join us on February 18, 2025, for a conversation with Douglas Quinby from Arival and Anna Cashman from GetYourGuide. They'll be talking with successful operators from Pursuit Collection, Crawl Entertainment, and The Scotch Whisky Experience about what works for them.
They use better tools
Successful operators use technology to make their lives easier. For example, 39% of operators are more effectively using AI in their operations (vs. 30% of less profitable operators).
They also integrate – for example, with GetYourGuide – via APIs, considerably reducing admin time and saving up to 16 working days each year.
Digitization provides data that helps operators stay ahead of the competition.
Think about that – that's three whole weeks they can spend on things that really matter: improving their tours, training guides, or developing new experiences. Through platforms like GetYourGuide, operators are saving this time and investing it back into their businesses.
Recommended read: Connectivity partner guide
They have a smart distribution strategy
The report found that successful operators work with OTAs and other partners to sell their tours – usually around eight different companies, while non-profitable work with fewer. This means more people can find and book their tours.
But it’s not just about being everywhere. The right partners help operators reach travelers from all over the world, in many different languages.
For example, through GetYourGuide, operators reach travelers from 145 countries, with their experiences translated into 37 languages. This global reach comes with powerful insights about booking patterns and customer preferences, allowing operators to optimize their offerings continuously.
Recommended read: Using Analytics on GetYourGuide
They market more intentionally
The report shows that profitable operators are more thoughtful about how they reach customers. While almost everyone uses social media platforms like Instagram and Facebook, successful operators think bigger.
They use a mix of different channels to reach travelers. This includes working with hotels and attending industry conferences. They are thinking about where and how they can connect with potential customers.
Join us for a webinar
We're offering two exciting ways to dive deeper into these findings:
First, join our exclusive webinar, "The Profitable Operator," on February 18, 2025 (9AM EST / 3PM CET). This is a practical session where industry leaders will share their strategies for success. You'll hear directly from operators who are achieving exceptional results and learn how to apply their insights to your business. Register now.
Second, meet us at Arival 360 in Valencia. This is your chance to connect with successful operators in person, share experiences, and learn new ways to grow your business. The GetYourGuide team will be there to help you understand how to use these insights in your own business.
What this means for your business
These findings from Arival show that success in tours and activities isn't random. It comes from making smart choices about how you run your business. The good news is that these aren't huge, complicated changes – they're practical steps any operator can take.
At GetYourGuide, we're excited to help operators put these insights into practice. Whether it's through better tools, wider distribution, or smarter marketing, we're here to support your growth.
It's not about changing what makes your tours special. It's about helping more people discover them.
Want to grow your business with GetYourGuide? Talk to our team about reaching more travelers, or join our webinar to learn what makes tour operators successful.
See you at Arival 360 | Valencia!
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