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Are Tours, Activities & Attractions Really Online Travel’s Next Big Thing?

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Are Tours, Activities & Attractions Really Online Travel’s Next Big Thing?

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Arival advances the business of creating amazing in-destination experiences through events, insights and community for creators and sellers of Tours,
Activities & Attractions.

Arival advances the business of creating amazing in-destination experiences through events, insights and community for creators and sellers of Tours,
Activities & Attractions.

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Are Tours, Activities & Attractions Really Online Travel’s Next Big Thing?

  1. 1. Are Tours, Activities & Attractions Really Online Travel’s Next Big Thing? WiT Japan & North Asia 5 June 2019 DOUGLAS QUINBY Co-founder & CEO, Arival
  2. 2. Arival advances the business of creating amazing in-destination experiences through events, insights and community for creators and sellers of Tours, Activities & Attractions. Learn more at www.arival.travel © Copyright 2019 Arival LLC, All Rights Reserved
  3. 3. © Copyright 2019 Arival LLC, All Rights Reserved There are Two Competing Narratives in Tours & Activities:
  4. 4. © Copyright 2019 Arival LLC, All Rights Reserved 1: Some say it’s online travel’s Next Big Thing. Why?
  5. 5. It’s Travel’s Third- Largest Sector Note: *Other includes car rental and cruise and package tour operators in select markets. Source: Phocuswright’s Tours & Activities Come of Age: Global Travel Activities Marketplace 2014-2020 Airlines Hotels In-Destination Rail Other* © Copyright 2019 Arival LLC, All Rights Reserved
  6. 6. Photo: PORTA-KING Building Systems It’s Mostly Offline
  7. 7. Online Share of Bookings is Much Lower than Hotels Source: Phocuswright 0% 25% 50% 75% Hotels (Leisure) Tours & Activities
  8. 8. © Copyright 2019 Arival LLC, All Rights Reserved And investors are pouring a lot of money into the sector:
  9. 9. $12M $525M US$1.2B Raised Since 2017 $33M $9M $6M+ $26M $10M+ $26M $5M N/A $2.6M © Copyright 2018 Arival LLC, All Rights Reserved $12M $12M $7M $559M $40M $8M N/AN/A
  10. 10. Startup Funding: $1.2B © Copyright 2019 Arival LLC, All Rights Reserved APAC, 47% Europe 46% North America 7% More of that money has gone to companies in Asia than anywhere else.
  11. 11. © Copyright 2019 Arival LLC, All Rights Reserved 2: But others say tours & activities is Massively Overhyped. Why?
  12. 12. © Copyright 2019 Arival LLC, All Rights Reserved It’s too fragmented and complex, with many small, offline businesses
  13. 13. Source: Quartz © Copyright 2019 Arival LLC, All Rights Reserved Travelers Don’t Care: They have been just fine booking offline
  14. 14. © Copyright 2019 Arival LLC, All Rights Reserved Investors are just chasing the latest trend. $12M $525M US$1.2B Raised Since 2017 $33M $9M $6M+ $26M $10M+ $26M $5M N/A $2.6M © Copyright 2018 Arival LLC, All Rights Reserved $12M $12M $7M $559M $40M $8M N/AN/A And we’re in an investment bubble
  15. 15. © Copyright 2019 Arival LLC, All Rights Reserved Which narrative is right?
  16. 16. © Copyright 2019 Arival LLC, All Rights Reserved Let’s start by asking different question: Why has it taken so long?
  17. 17. © Copyright 2019 Arival LLC, All Rights Reserved We are well into the third decade of online travel, and interest in tours and activities is only starting now. Why?
  18. 18. © Copyright 2019 Arival LLC, All Rights Reserved 1) It is super fragmented
  19. 19. Operators worldwide: © Copyright 2019 Arival LLC, All Rights Reserved >250,000
  20. 20. $250,000* Most are very small, with gross bookings of less than * Phocuswright © Copyright 2019 Arival LLC, All Rights Reserved
  21. 21. But for many, it’s less than $50,000 * Phocuswright © Copyright 2019 Arival LLC, All Rights Reserved
  22. 22. © Copyright 2019 Arival LLC, All Rights Reserved 2) It’s super complicated
  23. 23. © Copyright 2019 Arival LLC, All Rights Reserved Tours & Activities is not a vertical: It’s comprised of hundreds of industries
  24. 24. © Copyright 2019 Arival LLC, All Rights Reserved Four-Wheel Drive (4WD) Tours & Excursions Dolphin & Whale Watching Parasailing & Paragliding Adrenaline & Extreme Tours Duck Tours Photography Tours Air Tours Eco Tours Private Tours Ancient Ruins Factory Tours Rail Tours Antique Stores Fashion Shows & Tours River Rafting & Tubing Aquariums Fishing Charters & Tours Room Escape Games Archaeology Tours Food Tours Running Tours Art & Music Tours Gear Rentals Safaris Art Galleries Ghost & Vampire Tours Scavenger Hunts Art Museums Ghost Towns Scenic Railroads ATV & Off-Road ToursGolf Courses Science Museums Auto Race Tracks Gondola Cruises Scooter & Moped Tours Ballets Helicopter Tours Scuba & Snorkeling Balloon Rides Hiking & Camping Tours Segway Tours Battlefields Historic Sites Self-Guided Tours & Rentals Beer Tastings & Tours Historical & Heritage Tours Shark Diving Bike Tours History Museums Shooting Ranges Boat Rentals Hop-On Hop-Off Tours Shopping Tours Boat Tours & Water Sports Horse-Drawn Carriage Tours Sightseeing Tours Bus Tours Horseback Riding Tours Ski & Snow Tours Bus Transportation Hot Springs & Geysers Skydiving Canyoning & Rappelling Tours Kayaking & Canoeing Specialty Museums Castles Lessons & Workshops Speed Boats Tours Caverns & Caves Lighthouses Stand-Up Paddleboarding Children's Museums Marinas Surfing City Tours Military Museums Swim with Dolphins Classes & Workshops Monuments & Statues Theme Parks Climbing Tours Motorcycle Tours Tours Club & Pub Tours Movie & TV Tours Walking Tours Coffee & Tea Tours Multi-day Tours Water & Amusement Parks Concerts & Shows Museums Water Parks Cooking Classes National Parks Waterskiing & Jetskiing Cultural Tours Natural History Museums Windsurfing & Kitesurfing Cycling tours Nature & Wildlife Tours Wine Tours & Tastings Dams Night Tours Wineries & Vineyards Day Trips Observation Decks & Towers Zipline & Aerial Adventure Parks Dinner Theaters Observatories & Planetariums Zoos Distillery Tours Off-Road & ATV Trails
  25. 25. © Copyright 2019 Arival LLC, All Rights Reserved 3) That makes it super hard
  26. 26. High supply acquisition costs High customer acquisition costs + Low basket value = Reason to stay away © Copyright 2019 Arival LLC, All Rights Reserved
  27. 27. © Copyright 2019 Arival LLC, All Rights Reserved Why is it changing now?
  28. 28. 1) Plumbing (Technology)
  29. 29. © Copyright 2019 Arival LLC, All Rights Reserved Hundreds of companies are wiring up supply, providing accessible reservations and business management technology. They are bringing all of this fragmented supply into the online travel ecosystem.
  30. 30. © Copyright 2019 Arival LLC, All Rights Reserved 2) Travelers want it
  31. 31. Source: Quartz © Copyright 2019 Arival LLC, All Rights Reserved
  32. 32. Actually, they’re already there © Copyright 2019 Arival LLC, All Rights Reserved
  33. 33. Online Offline Tours & Activities Booking Perception: Ask travelers how they shop and book, and this is what they tell you. © Copyright 2019 Arival LLC, All Rights Reserved
  34. 34. 3) Their phones demand it The rise of mobile is driving last- minute digital shopping and booking
  35. 35. Source: Phocuswright, BeMyGuest & Arival The Booking Window, Southeast Asia 0% 10% 20% 30% 40% 50% 60% 1-2 days 3-7 days 2-4 weeks 5-8 weeks > 2 months Hotels Tours, Attractions
  36. 36. How does the online travel industry capitalize on this opportunity? Start with these two approaches:
  37. 37. © Copyright 2019 Arival LLC, All Rights Reserved 1) Tours & Activities = Hotels
  38. 38. © Copyright 2019 Arival LLC, All Rights Reserved First, we must stop treating tours and activities like hotels. They are nothing like hotels.
  39. 39. 2) Solve for a different question © Copyright 2019 Arival LLC, All Rights Reserved
  40. 40. Online travel has become very good at answering this question: Where do I want to stay? © Copyright 2019 Arival LLC, All Rights Reserved
  41. 41. Consumers of tours and activities are asking a very different question: What do I want to do? © Copyright 2019 Arival LLC, All Rights Reserved
  42. 42. Does the traveler prefer art or adventure? Would they rather visit a museum or an amusement park? Solving for this question requires fundamentally different approaches to the user experience. Travel brands must innovate new digital paths to purchase, and we are just getting started. © Copyright 2019 Arival LLC, All Rights Reserved
  43. 43. Get more insights on the Best Part of Travel at © Copyright 2019 Arival LLC, All Rights Reserved See All Arival Reports Here
  44. 44. Douglas Quinby Co-founder & CEO douglas@arival.travel @arivaltravel Thank You!

Notas del editor




  • Mobile most used for activities shopping/buying (more than flight and hotels)
    Bing users use mobile more

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