Experienced operators need to increase tech adoption: Arival  

Despite the growth of online channels, many operators still lack modern booking systems, potentially hindering their growth and efficiency. A new report from Arival, the in-destination experiences industry community, reveals a pressing need for increased technology adoption among tour, activity, and attraction operators.  Despite the significant growth of online channels, many operators still lack modern booking systems, potentially hindering their efficiency and ability to compete in an increasingly digital marketplace.

The report, titled “The Global Operator Landscape: The State of Experiences, 3rd Edition”, is Arival’s largest ever study, surveying more than 7,000 operators.  It highlights that almost two in five operators globally still do not have a reservation system.  This is even though online travel agencies (OTAs) now account for nearly one in three bookings for tour and activity operators.

“The lack of technology adoption among many operators is a concern,”said Douglas Quinby, CEO and Co-founder of Arival.”In today’s digital world, it is essential for operators to have a modern booking system in place to streamline their operations, improve the customer experience, and remain competitive.”

There are many benefits to adopting digital tools, including:

• Improved efficiency: Automated booking and ticketing systems can save operators time and money.
• Enhanced customer experience: Online booking systems make it easier for customers to book and manage their tours and activities.
• Increased revenue: Online booking systems can help operators reach a wider audience and generate more bookings.

However, the report also identifies several challenges that operators face in adopting new technologies, which are acting as the main barriers:

• Cost: Modern booking systems can be expensive to purchase and implement.
• Complexity: Some operators may find it difficult to learn how to use new technologies.
• Lack of awareness: Many operators are not aware of the benefits of adopting digital tools.

“The experiences industry is at a critical juncture,” Quinby continued.  “Operators who embrace technology will be well-positioned for success in the years to come; those that don’t, risk being left behind.  As a leading authority for the experiences industry, Arival is here to help operators overcome some of these barriers and adopt the latest technology.”

The topic of technology adoption will be a key theme at upcoming Arival Activate event in Edinburgh, taking place November 23-25, 2024.  The event will bring together leading in-destination experience operators to explore the latest trends, share best practices, and opportunities to network with peers.